Exporting Purell Hand Sanitizer To India Essay

, Research Paper

EXECUTIVE 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. They created a product called GO-JO, with is a grease-cutting soap that did not require water. In the following years, Mr. Lippman developed a portion-controlled dispenser, which expanded the hand cleaner market into factories and other commercial locations by reducing the cost of clean hands to employers. The GOJO brand now dominates the heavy-duty hand cleaner market. The company holds several patents on mechanical dispensing technology and chemical formulations for hand hygiene and professional skin care products. Since 1946, this privately owned company s goal to pursue well being through health skin and hand washing has remained the same.

GOJO markets its products mostly through retail stores and distributors, which bring GOJO s formulations and educational programs to consumers. Institutional customers include schools, manufacturing plants, hospitals, nursing homes, restaurants, automotive service and repair shops, arenas, recreational facilities, and commercial buildings. (FT3) The products vary in size and are customized to best suit the varying consumer s needs. For instance, GOJO s Painter Hand Cleaner is designed specifically to remove paint stains from hands.

History of Purell Instant Hand Sanitizer

One particular GOJO product has recently taken the US skin and health care industry by storm. That product is Purell Instant hand Sanitizer. GOJO Industries introduced this new product at the 1996 National Association of Chain Drug Stores Marketplace Conference in San Diego. By 1997, Purell was on the market for retail sale. Purell is a hand washing solution that effectively kills 99.9 percent of most common germs in less than 15 seconds. (FT4) Purell has been clinically proven to kill bacteria, fungi, and viruses. As shown in Figure 1, Purell Instant hand Sanitizer comes in portable sizes, convenient for customers to carry in the pockets or purses wherever they may travel (insert picture here). Having been available since the early 1980s in health care locations worldwide, GOJO tested the product in the retail realm, and the American public embraced it.

Competitive Analysis

Today, hand sanitizers are a $400 million per year industry, and the competition in the US for its market has increased significa

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