Exporting purell hand sanitize
Exporting purell hand sanitizeEXECUTIVE SUMMARY
This report analyzes the possibility of taking Purell Instant Hand Sanitizer, a product of GOJO Industries, into the Indian market.
Purell Must Gain Greater Market Share
Purell Instant Hand Sanitizer is a portable hand washing solution that cleanses hands without the need for soap and water. In 1997, GOJO Industries entered Purell Instant Hand Sanitizer into retail sale, and the American public embraced the product. However, as large US Competitors have entered the hand sanitizer industry, which is now worth over $400 million every year, Purell’s market share is diminishing. Although still the market leader in the industry, GOJO must fight for revenue opportunities. One way to do that is to take Purell into international markets.
India Provides an Opportunity
Possible Barriers
GOJO must consider possible barriers to Purell’s entrance into Indian markets. These barriers include:
Recommendation
Extensive research provides evidence that marketing Purell Instant Hand Sanitizer in India would be mutually beneficial to GOJO Industries and the people of India.
Report Overview
Statement of Purpose
The purpose of this report is to recommend marketing GOJO Industries’ product, Purell Instant Hand Sanitizer, in India. Penetrating the Indian market would be mutually beneficial for both GOJO and India.
Product
Purell Instant Hand Sanitizer is a portable supplement to routine hand washing. Although 80 percent of disease is spread by contact with the hands, Purell kills 99.9 percent of most common germs. Therefore, Purell is and effective tool that promotes proper health and prevents the spread of disease.
In 1997, GOJO Industries, a privately owned company, introduced its hand sanitizer for retail sale. Since then, the hand sanitizer industry has exploded in the US to and industry worth $400 million per year. Many public competitors such as Dial and Colgate have entered the market. These larger competitors maintain extensive advertising budgets, which are being used to increase their respective market shares in the hand sanitizer industry. Although GOJO’s Purell brand remains the market leader, its share of the market has fallen to 39.4 percent from its initial market domination of 100 percent. (FT1) Therefore, to increase its sales revenues, GOJO needs to introduce Purell internationally.
India
While this report is not a marketing case for Purell in India, it does include an in-depth cultural analysis of the country and the benefits Purell offers Austrians. Divided into XXX sections, this report will cover:
Considering these factors, marketing Purell in India is beneficial to both GOJO Industries and the people of India.
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II. Company and Product Background
History of GOJO Industries
In 1946, GOJO Industries Inc. was started at the rubber plants of Akron, Ohio. Jerry and Goldie Lippman founded the company with the desire to produce a heavy-duty hand cleaner that could be used without irritating the skin....
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