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.