MARKETING PRINCIPLES

SUPER HYDROPHOBIC COATING

BY:
SANA AFZAL (141817)
MARIA JALIL SHAIKH (1418159)
FAHAD SARFARAZ (1418203)
BABS 3-B

SZABIST KARACHI CAMPUS

CREDIT SHEET

Idea, Product & Promotion:

Sana Afzal

Place:
Fahad Sarfaraz

Price:
Maria Jalil Shaikh

FUTURE & GROWTH:

Sana Afzal & Fahad Sarfaraz

Introduction
Were planning to launch a nanotechnology, named as SUPER HYDROPHOBIC
COATING for the first time in Pakistan. It is a recent invention and is used by only few
countries. It is a nanoscopic surface layer that repels water. When a liquid of any kind,
hits the surface of super hydrophobic coating, the liquid pools like a deflating ball.
When water or mud contacts a super hydrophobic-treated surface, by contrast, the
extreme contact angle causes the liquid to form nearly perfect spheres, like marbles
of fluid. This phenomenon keeps the protected surface completely dry. As an
additional benefit, this also prevents ice formation. Super hydrophobic coating is also
found in nature, e.g. lotus leaf.
We want to launch it as, according to our lifestyles, demographic and culture it would
be highly useful and successful too. We have different ways to apply this technology.
The ones that are cost effective and the ones that are durable and costly. Therefore
we can target people from upper class and the middle class as well, according to their
budget.
It can be used on walls after paint to avoid the walls getting dirty, especially where
there are children who unintentionally throw their food, water, paints on walls. It can
also be applied on the sockets and other electrical items in order to prevent short
circuit anywhere.
As we all know that Karachi, being on the coast line has dew problems because of
which at night the cars, windows, and other glass/metal items get wet. When we
apply this coating on them they wont get wet and moreover the rust that is caused
due to water can be avoided on the metals. This is very useful to apply on sanitary,
as in washrooms and kitchen we see that the taps and other sanitary items get rusted
due to salty water, especially. That too can be avoided by applying super hydrophobic
coating.
Artificial jewelry can be kept safe even if it interacts with any sort of liquid if super
hydrophobic coating is applied on it.
Secondly, in Pakistan, those who eat paan, have a habit of puking on the walls while
walking on footpaths. Due to this the walls look ugly. Applying this on walls would
make the puke roll off the wall and the wall will remain clean just like it has been
painted just now.
The seepage problem that is there in Pakistan be it due to rain or leaking pipes built
in the buildings can also be solved by applying the coating on the wall where the pipe
is located.
There is only one online shopping website, Kaymu, that offers this product but at a
higher price. They sell a pack of 3 spray bottles. We will have a proper setup for this
product. We are planning to sell quantity that our customers will want and at a lower

price. Not only that, we will also provide guidance and complete information about
the super hydrophobic coating.

SWOT Analysis
STRENGTH
It is the latest technology to repel water. Instead of using fluorine atoms for
repellence like many successful hydrophobic penetrating sealers
(not super hydrophobic), super hydrophobic products are a coating- they work by
creating a micro- or nano-sized structure on a surface which has super-repellent
properties.

WEAKNESS
These very tiny structures are by their nature very delicate and very easily damaged
by wear, cleaning or any sort of frictionthis cannot be disputed ; if the structure is
damaged even slightly it loses its super hydrophobic properties. This technology is
based on the microstructure of hairs on a lily pad which makes water just roll off. Rub
a lily leaf a little and it will no longer be super hydrophobic, plus unlike a lily leaf
which can heal and grow new hairs, a coating will not do this.
As a result, unless advancements can resolve the identified weakness of this
technology its applications are limited. It is used mainly in sealed environments which
are not exposed to wear or cleaning, such as electronic components (like the inside of
smart phones) and air conditioning heat transfer fins, to protect from moisture and
prevent corrosion.

OPPORTUNITIES
As it is very useful and completely repels water, it can be used in Pakistan for many
purposes. Therefore it has a bright future in here. It can be offered in different prices
for different classes.

THREATS
There are already companies that are working in the seepage industry to stop it. But
those materials are not guaranteed. Many people who applied it have faced the same
problem again. They will be a sort of competition for us and can work as barrier too.

PRODUCT
The idea of our product, Super Hydrophobic coating, was derived from the seepage,
humidity and rust caused by brine water (especially on taps). This problem is faced
by most of the households living in Karachi. It has already been successful in other
regions of the world including UK, USA, China and Japan.
Our product is in the introductory stage at the moment, we are introducing this
product for the first time. Lamination was applied on the furniture as a water

repellent. But that was limited to furniture. But now our product is applicable on
almost all kinds of surfaces. Since its new so we will have to expect less or no profit at
least for six months. We will also be spending huge amounts on promotional
campaigns. Plus discounts will also be given in order to increase our sales.
Super Hydrophobic coating will be imported from China with our own packaging. We
will be offering it in gallons and trigger spray bottles so that it can be useful for
households too.
Initially, we will be conducting a live demonstration of our product in malls/cinemas,
where mostly our target market visits. This will be used as both a promotional
campaign and testing of our product.
We will hire workers and train them to as to how to apply the coating on surfaces. So
when we receive orders for the product we will offer our valued customers for
services by our trained workers.
Our target market would be upper class and upper middle class due to the price
range we have planned to sell it. Plus in Pakistan middle class and below are not
much willing to buy such products due to high inflation and also because in Karachi.
People mostly live in rented houses so they refrain from maintaining it themselves.
We care about your belongings equally! This statement clearly shows that when
people will apply super hydrophobic coating on their belongings, they will be
protected and since they will be protected they would last longer. In value proposition
grid our product our product is charged same as the quality of it and the usefulness.
Because it is making the things last longer that get ruined due to their interaction
with liquid.
Our product is a customer-centered product, as it solves a big problem of their
belongings getting damaged due to any interaction. E.g. artificial jewelry loses its
actual colour when interacts with liquid or colognes. Due to brine water taps and
pipes get rusted and eventually they start leaking. When super hydrophobic coating
is applied to them they can be protected from getting rusted and can be long lasting.
In Pakistan there is a big trend of wall chalking. This can be avoided by applying a
coating on the wall. The spray paint will not able applied there.
There are precautions and conditions that need to be practiced in order to make the
coating sustainable. We will make a booklet in which we will be explaining our
product. Directions for use, precautions and safety measures will also be described in
detail.

PROMOTION
Since there is no such competition except for Kaymu, who sells the product online
and doesnt even provide information regarding the product. It sells a pack of 3 spray
bottles. There only those who are aware of the product completely can buy it online.
We wont have to compete with anyone as such therefore marketing in competition
will not be practiced.
As we are living in the digital age, we are going to create a page on facebook for
super hydrophobic coating first. We will be inviting people to like our page and
request our friends and family members to promote it. Secondly, we will post video of
how our product works on different surfaces, e.g. fabric, wood, metal, concrete and
glass. We will be posting all the updates regarding our product there. All the news
related to our product will also be posted there.
We will also have our launching event on a weekend evening in Karachis well known
mall i.e. Dolmen Mall Clifton. Before the event we will be placing standees and
posters near the entrance, elevators and lifts so that people get to know about our
launch event. We will also have volunteers to promote the event. We will also create
an event on facebook so people are more aware of our product. There, we will provide
information about the product to our general public. We will offer them discount
vouchers and conduct a small lucky draw for those who will be interested in our
product. We will be having live demonstration of how super hydrophobic coating
works on different surfaces. We will also ask people to test it using their own personal
things like handbags, their clothes or shoes. We will assure them by offering money in
return, if our product didnt work. we will answer all the queries of the regarding the
product there and will answer all the questions that will arise. We will invite people
from media for coverage and we will record the event ours elf too. We will post the
pictures and videos on facebook page. We will also ask people for their reviews on our
product. This will not only make the public aware of the latest technology but also
help in the sales.
After the launch event in Dolmen mall, we will be organizing promotional campaign
similar to the one in Dolmen in other malls too, e.g. at The Place, after the end of a
movie at its prime time so that we can gather more audience, dolmen mall
Nazimabad, Dolmen mall Tariq Road, Atrium mall and also in some well known
grocery stores like Imtiaz Super store and [Link] will be included in direct
marketing.
For our demonstration we will hire a certified specialist in this field to gain more trust
by the audience.
Secondly we will have a website for the product. Where people interested, from other
areas of Pakistan, can also place their orders. We will provide free shipment, if more
than two bottles are ordered. We will be having twitter account too and we will target
the upper class and the upper middle class.

We will also advertise our product on magazines, especially the house dcor and
furniture magazines and the newspapers too. We will be focusing more on rational
appeal because our product is based on audiences self interest. We will make a short
TVC that will be broadcasted on different entertainment channels.
In order to maintain a good public relation, we will have a customer care service,
where we will solve issues that our customers will face using our product. We will
provide a toll free number where we will solve all sort of queries regarding our
product. We will also keep a track of our customers and will call them to ask whether
or not they are satisfied with super hydrophobic coating.

PLACE
The place where we are going to introduce our product is the biggest city of Pakistan
Karachi which includes people from all races, culture, traditions. Our target market is
the upper middle and the upper class. We are going to sell B to B and B to C too. We
are going to advertise our product in different areas of Karachi where there is a high
probability of the upper class this includes Defense, Clifton, PECHS, Gulshan, Jauher
and Nazimabad. We will be doing outdoor campaigns in the famous shopping malls in
the nearby of the respective areas. We will include the press, media in our outdoor
campaigns that will show the full coverage of our campaigns and this will create
social awareness of our product among the people in Karachi and all over Pakistan.
We will be opening our head outlet at the heart of Karachi Shahra e Faisal. One main
reason for opening our head outlet over there is that it is in reach of everyone. People
can contact us for direct delivery to their homes. First 100 deliveries will be free of
cost plus they can visit our outlet located at Shahra e Faisal for more information.
We are starting a distribution setup where will be involving distributors of our product.
For instance we will contact the automobile companies for our super hydrophobic
spray for automobiles. We are going to contact the furniture companies like Habitt
and Index for our furniture spray cans. Similarly we will involve the glass and clothing
companies for the sprays used for glass coating and for clothing materials. We will
also contact paint companies to buy our product. We will distribute the sprays to the
paint and hardware shops located at Gizri. All the distribution channels can contact us
who are interested in our products. They can visit our store, call us or contact us
online on our website links or email address.

PRICE
Major Considerations in Setting Price of Super hydrophobic Coating
The price that we will consider for setting the price for super hydrophobic coating
product will be COST BASED pricing that comes under the category of customer
perception value because the price for this product is set on various costs like
production, distribution also. The prices will be high as our target market would be
upper middle and middle class people and we will import this product from China.

Once our product is launched in the market we will also increase the rates of different
products required by our valuable customers. Good value pricing can also be applied
because we will offer good quality of product with fair price also.
Price (Initial Investment):
Overall, the initial investment that we require to start this business here we require
import 6 gallons of each variety products from China so only for products we require
Rs 99000/- and other than that our initial investment Rs 1 million and distribution
would be:
Gallons (24)
Rs 99000
Import Duty
15% *99000= Rs 14850
Shipping Cost
Rs 70000
Miscellaneous
Rs 60000
Expenses
The amount from initial investment would be around Rs 45850 which is our cash in
hand.
Price Details:
The price details for super hydrophobic coating would vary from each other because
there are four main varieties which we will be importing and distributing here are
discussed as below:
Super hydrophobic Wood Coating which is applied in home, restaurants and furniture
will be sold for Rs 3500/ and 1 gallon will cover the capacity of 250-350sq ft. We will
import 6 gallons of super hydrophobic coating so for this we need Rs 21000/.
Super hydrophobic Metal Coating: It is perfect for protecting and preserving the
metal surfaces. The price for this product is around Rs 5000/. The coverage capacity
in 1 gallon will be around 400-550sq ft. We will import 6 gallons so for importing this
product from China we require Rs 30000/ then we will distribute here.
Super hydrophobic Anti Graffiti Coating: It creates a thin, easy in cleaning the
surface. It is mostly used to protect road signs, walls and other smooth surface. The
selling price for this product is Rs 6000/ and coverage capacity of super hydrophobic
coating for 1 gallon is 550-700sq ft and for 6 gallons we require Rs 36000/. The
capacity and price may vary due to increase in the quantity of gallons required by
customers.
Super hydrophobic fabric coating: It helps in preventing from fabric surface also.
The product super hydrophobic fabric coating will be sold of Rs 2000 and to import 6
gallons from China we require Rs 12000/. The quantity that would be provided would
depend on the need or requirement of the customer and it can be small or medium
size of gallon for usage.

Pricing Strategies:
The price adjustment strategies that would be applied on super hydrophobic coating
is discount and allowance pricing as once we get settled with our product so we will
also offer discount of 15% on purchases of 2 gallons and more than it so discount
would be 20%. The initiating price change for super hydrophobic coating will comes
under price increase due to increase in demand when product is completely
introduced in the market.
Promotional pricing will also be offer to our valuable customers for super hydrophobic
coating product as once every individual is completely aware of it so while purchasing
the product we will also provide some promotional deals also to make good
relationships with our customers.
International pricing strategy would be used for super hydrophobic coating because
we are importing from China so there are some international laws and regulations
also which includes import duty, shipping cost and other expenses also to import this
product from China and distribute here.

FUTURE & GROWTH

If we get good response and the demand for our product increases, then we will move
to other metropolitan cities of Pakistan too. We will introduce more variety of it. Once
most of the public gets aware of our product we will also try to maximize our profit by
cutting extra costs. We will be continuously working on meeting the public demand.
If we get successfully launched in all the metropolitan cities we will start
manufacturing in Pakistan. We will hire professionals, import raw materials and also
machinery. All the setup would be done in guidance of the specialized personnel.
We will also decrease the cost in future and extend our market by making it feasible
for the middle class and the lower class to afford it.
We are expecting a positive response from the public. At this stage we have the
monopoly in this business. When the public will be aware of this latest technology
they will definitely want to try it once to protect their valuables and make them last
long.