Download - Marketing management Camey Soap
MARKETING MANAGEMENT FINAL PROJECT
ASSIGNED BY SIR TAHA BIN HASAN
BYFathima RishadaBushra Umer Jawaria KhanYumna AhmedTalal
RE-LAUNCH OF CAMAY SOAP
QUESTIONNAIRE
BACKGROUND OF FAILED CAMAY SOAP
Camay soap was introduced in the USA in 1926 and in the UK in 1958.
By Procter & Gamble, It was marketed as a “white, pure soap for women”.
The brand was seen as a luxurious and exclusive soap, which provided the ultimate in feminine glamour
PRODUCT FAILURE IN PAKISTAN
The soap was introduced with different scents to ensure variety.
Camay became unsuccessful in coping up the expectations of the customers
One of the complaints of the customers was that Camay does not suit their skin
There is lack of awareness about product among consumers
CONT.. It isn’t cost effective as it highly consumed
because it is highly soluble soap
Camay failed to compete with Lux, Dove, Palmolive, Imperial leather and etc.
Even the different scents of the product could not contribute to its success
Currently LUX is the leading brand with highest market share.
MARKETING RESEARCH PROCESS
Defining problem There is a failed product named CAMAY SOAP.
By conducting a research we have to decide whether to re-launch this product in the market or not.
Research plan Data source- we collected data with primary
and secondary both sources. Research approach- survey-based research. Sampling plan- there are 75 respondents
who are surveyed through questionnaires.
CONT.. Collection of information Information is collected by surveying
respondents with questionnaires.
Analyzing of information The responses of respondents are analyzed
through graphs and charts.
Present findings Research findings are presented with the help of
graphs. We include the strategies through which we re-launch Camay bar soap as a liquid one.
CONT.. Decision After doing all the analysis of information, we
reached to a conclusion that: majority of people are in favor of using liquid
soaps instead of bar soaps because of many reasons like its more hygienic, it contain more moisturizing ability. Fragrances etc.
So we have decided to re-launch the Camay as a liquid soap.
FINDINGS OF RESEARCH Quality consideration According to findings majority of the
people aged between12-39 agree that quality is the most important factor which they consider while buying a soap.
A very few people mentions that they did not consider quality as a soul factor in selecting a soap.
FINDINGS OF RESEARCH
agree strongly agree
disagree strongly disagree
nuetral
4 3
0 1 2
23
20
20
2
64
0 0 01
4
0 0 1
Quality consideration
age 12-19 (10) 20-29 (49) 30-39 (10) 40-49 (6)
CONT.. Brand loyalty According to findings majority of the
respondents mentions that they are brand loyal,
they stick to one brand and remains loyal with it.
Some of the respondents are neutral while a very few of them disagreed on a statement that they stick to one brand and mentions that they switch from one brand to another
CONT..
agree strongly agree
disagree strongly disagree
nuetral2
0
6
2
20
74
1
11
31
5
0 11 13
1 0
Brand Loyalty
age 12-19 (10) 20-29 (49) 30-39 (10) 40-49 (6)
CONT.. Price consideration In answering this question (When I buy a
soap of a well-known brand, usually I didn’t consider price) majority of the respondents agree that they didn’t consider price as a soul factor while buying a soap.
other factors are also necessary like quality. While a very few of the respondents disagree as according to them price is the most important factor which needs to be considered in selecting a soap.
CONT..
agree strongly agree
disagree strongly disagree
nuetral
5
1 20
2
27
8
2 1
11
63
0 0 12 13
0 0
Price consideration
age 12-19 (10) 20-29 (49) 30-39 (10) 40-49 (6)
CONT.. Preference of soaps According to the analysis, majority of the
respondents prefer soaps with: cleaning ability fragrance moisturizing ability medicinal properties, skin softening ability some of them also consider affordability in
making a choice.
CONT.. Most preferred brand
dove lux
pears
safeg
uard
impe
rial
capri/h
armon
y
5
1 1 1 20
1715
4 5
0
8
4 30 1 0 0
3 30 0 0 0
Preferred brand
12-19 (10) 20-29 (49) 30-39 (10) 40-49 (6)
CONT..
Analysis shows that the majority of the respondents particularly who aged between 20-29 prefer lux and dove over other brands while selecting a soap
they consider it as most suitable for their skin, this is may be because of effective advertisement of these brands.
CONT..Switching of brand Analysis shows that among the respondents
majority of people switch from one brand of soap to one another.
The switching behavior may arise because of many factors like:
inconvenience lack of availability in the market lack of awareness ineffective advertisement of a brand because of lack of suitability with skin types.
CONT..
age 12-19 (10)
20-29 (49)
30-39 (10) 40-49 (6)
90%65%
100%
70%
Switching of brand
CONT.. Packaging and elements of soap According to respondents good packaging
is very necessary for gaining consumers attention.
The things which are considered as important in packaging includes:
information content on the wrapper, its color, printing and design which attract buyers.
INTRODUCTION OF CAMAY LIQUID SOAP
Our Product features It is a liquid moisturizing soap that penetrates into
skin pores that requires to be moisturized. It is for all skin types and a solution to all acne problems that leaves skin free of blemishes and marks.
Our product is a core consumer product, as it is used regularly. This product will provides the consumers with the benefit of clean, healthy and shiny skin
Camay liquid soap is for both oily and dry skin types.
MARKET SEGMENTATION
For any product to be successful appropriate segmentation is necessary
Camay is not made for specific people, income class or not for particular group.
It is manufactured for all income holders and different age groups especially for teenagers and females as they are more conscious about their skin as compared to males.
TARGET MARKET
The target market for our product is not confined. Both males and females are capable of using this product.
Camay liquid soap is perfect for Teenagers People who are conscious about their skin People troubled by acne People troubled by too many harmful
chemicals in the product they use
MARKET MIX FOR CAMAY LIQUID SOAP
Product The product "Camay liquid soap” is a core
consumer product, as it is used regularly.
Price The price is Rs.120/-
Place 'Place' is concerned with various methods of
transporting and storing goods, and then making them available for the customer.
CONT.. For our product the channel will be from
producer to distributor/retailers and then finally to consumer
Promotion We will promote our product by using the
medium of television, newspapers, radio and through pamphlets.
We will also use billboards outside schools, universities, colleges for promoting our product.
PRICING STRATEGY
The price is Rs.120/-. The price is below the competitor’s price.
The reason behind such a low price is to give a chance to the consumers to try it just once. And once they use the product they will definitely feel the convenience and then they will be attracted to use it again and again.
ABOVE THE LINE/BELOW THE LINE ACTIVITIES
(ATL) advertising We will be doing ATL by posting our ads on
television and we will also use the billboards as they are very effective when it comes to attracting consumers.
(BTL) advertising We will be doing BTL by making banners and
distributing pamphlets.
CUSTOMER RELATIONSHIP MANAGEMENT
We will send our employees to the supermarkets to collect feedback from our customers.
We will print our Facebook page, email address and our website, and we will also put the toll-free number so that customers can suggest what changes or variation they want and also they can criticize on the product.
HOW WE WILL DEVELOP THIS PRODUCT INTO A BRAND
By effective advertising
We will deliver our promise of good quality.
By promoting our product in such a way that along with product selling it can also help in brand building.
By ensuring that customers are receiving positive perceptions about our product
By collecting feedbacks.
By attractive packaging we would communicate brand values, as it influences the perceptions of brands.
CORPORATE SOCIAL RESPONSIBILITY We will allocate a percent of our budget
to contribute for society’s wellbeing for NGOs to enhance free health, safety
programs and for helping the poor ones. our company would place dustbins on
various locations in the cities planting trees as much as possible.
SOSTAC Situation analysis We would firstly assess where we stand, what the
economic conditions of the country are, who our target customers are, and who our competitors are.
Objectives we aim to: Gain maximum profit, customer satisfaction and
customer loyalty. Retaining Potential customers Expanding Geographical Reach Selling product Strategies We would focus on the segmentation, targeting,
positioning and on ATL/BTL activities for marketing.
CONT.. Tactics The communication tools which we are focusing are
internet, print materials, and events.
Action We can use Internet by uploading details and the ad
videos on YouTube, public blogs and other forums where we can communicate with our customers.
Control In the end we monitor and review our product's sales and
conduct surveys to get feedback from our customers.