VGSoM, IIT Kharagpur
We Care
Dhawal Thacker
Shubham Paul
Sanket Sourav Bal
The Social Issue You Are Addressing
So, there is a need for behaviour
change in the children from very early ages
only to look at hygiene as an activity to be
enjoyed as it is full of benefits and hand
washing is the first in the list.
The culture of Washing Hands is still to be imbibed
at large. The reasons were:
1. Lack of motivation
2. Bad infrastructural development
3. Ownership issues
4. Lack of maintenance
We want to drive this behaviour change
We can also attribute the feeling of hand washing through our idea and during the times of this
is seen as rather taxing than enjoyable by the pandemic, there is a need of contactless
children to the lack of habit of hand washing. hygiene.
% population using basic hand washing facilities at home, 2017
The BIG IDEA - We Care Bubble
The existing hand
washing practices
The next step for mankind in sanitization is Bubbles
Hand sanitizers have evolved over the years, but all these devices
dispensing alcohol based hand sanitizing liquid are too dull to bring in a
shift in behaviour of kids towards the positive impact of hand sanitization.
Through We Care we want to bring in permanent change in behaviour of
kids by using a fun and playful form of sanitization by bubbles.
Children are usually drawn to touch bubbles and play with them,so
whenever kids need to sanitize their hands, they just need to place their
hands in front of the WeCare machine and sanitizing bubble will be
dispensed, which when touched by the kids will burst in their hands, and
hence sanitizing their hands in the process.
The BIG IDEA - We Care Bubble
Brand Extension of
Dettol
We Care
Bubble
Chemical Composition of
Final Prototype of We Care Bubble Sanitizer Internal working of the Sanitizer We Care Sanitizing Bubble
Salient features of We Care Bubble
Wall Mountable & Battery & Power Operated
Cost effective Hands free, No touch
Attractive to children
We Care Bubble is in
line with RB’s way of
establishing a healthy
home while creating a
lasting social impact.
Customizable and Comes in various
Children Safe natural fragrances like
3 Step indicator for
Lavender, Jasmine, etc.
refill change
The Target Community & Target Audience
Increase in usable toilets in the schools, India
From the graphs, we can deduce the increasing proportion of
toilets in all kinds of schools, indicating a shift towards
sanitization.
So the target audience will be children in the age group 3-
15 years old. These children can be targeted by installing the
We Care bubble at the following places
● Classrooms in schools and kindergarten
● Children Hospital
● Children Bedroom
We can also install these devices in public places frequently
visited by kids and their parents
● Malls
● Public toilets
● Railway stations and Airports
Public Places like Malls
Financial Viability
Bubble Solution Bubble Dispenser
Product Details 200 mL packs containing the bubble-making A machine ( mostly immobile) installed in the
solution premises where our target audience (Children)
Selling Prince: Rs. 200 per pack visit. Most frequent being the Schools.
(Priced close to selling prince of sanitizer)
Consumption Frequency The product will capture the value As per the market viability, a normal bubble
proportionate to the number of handwashes maker machine is available starting from
per dispenser. approx. Rs. 1000. We assume a maintenance
free life of 5-7 years.
The product will be on shelves as:
1. If a machine is sold, the bubble solution will be bundled along with
2. Standalone Refill packs of bubble solution
We Care Bubble dispenser being an auxiliary product would be sold with minimal profit margin, the key focus would be on higher profit margin from
repeated purchase of the bubble solution.
The estimated number of children upto secondary level in India is around 16.4 Million (Source: NIEPA, Govt. of India, New Delhi)
According to “American Council on Science & Health”, 3mL of liquid gives ~ 100% coverage on hands.
So, for the given pack size, size of the target audience and recommended consumption with the given assumption of 50% penetration : Target sales of
approx 0.35 million.
Habit creation and cost-effectiveness , leading to faster diffusion rate will drive the margins further making it Financially Viable
Consumer Behaviour Change
RB has made it its purpose to help people live healthier lives which is not only absence of illness
but also being fit and happy. But the focus had never been on kids hygiene specifically and
general hygiene products had been forced down on them in the name of hygiene.
As hygiene is the foundation of health,We Care bubble is trying to bring in a fundamental
change in Hygiene for the kids.With RB’s aim to help people dealing with the new challenges
by innovating in areas like personalised nutrition, wellness, and digital health and hygiene, We
Care bubble could be a revolutionized product that will change the way kids look at
We Care Bubble resonates with the core value -Doing the right thing even when it’s hard
RB’s right to win
4 A CSR approach
of installing
machines in a Using celebrity kids like
village
5 Taimur playing and
sanitizing using We Care
Bubble at home in
advertisements
3 Distribution Channel
While the Bubble solution can be sold through RB’s common
distribution channels of health and beauty
2 Advertisement on TV
and Social Media
stores,Chemist/Pharmacies/Drug Stores, Supermarkets, Convenient
Stores, E-retailing etc,
showcasing the fun
1 A Social media campaign,
educating masses the need
worry free parents
using the innovative
the We Care Bubble sanitizer will be sold through following channels
only
● E - Commerce and D2C(RB website)
for kid specific sanitization way of kid sanitization
● Baby Care Stores
product
● Direct Selling (for Kids Hospitals, playschool etc.)
THANK YOU
