Soap Case Study Group 10

Members :-

◦ Name TRN.

◦ Sumit 159

◦ Tanvi 160

◦ Ula 161

◦ Utkarsh 162

◦ Vedant 163

◦ Tarun 164

◦ Nagendra 165

ALTO INDIA Private Limited, India

Launch Plan for

The only soap which gives experience like bathing in heaven . . . .

Objective

To revive the lost brand image of Diva using

contemporary and updated marketing and

promotional strategies

Introducing a revolutionary product to enter

into the highly competitive market.

Understanding the Indian consumer

mindset and exploiting the market potential

Value Proposition

1st Soap with advantage of two in price of 1DiVa Herbal Fresh

Anti bacterial

Anti pollution Soap

Lime freshness

Who will be our Customers ?

DiVa Herbal Fresh

Age Group 13 – 60 year’s

35%

35%

10%

Age Group

13- 21Year's

25-60 Year's

60+ Year's

Target Market

Urban & Sub - Urbans

Middle Class families

Hotels & Motels

Our Product

Physical Attributes

Shape : Wave

Colour : Green

Transparency : - 70 %

Fragrance :- Mint

Size :- 3.5 x 2 x 1.2 inch

& 2 x 1.1 x 0.7 inch

Price :- Rs 10/- & Rs 35 /-

Competition

SOAP NAME RATE Weight

Medimix 40 150 gm

Hamam 37 150 gm

Cinthol 37 150 gm

Liril 35 150gm

Himalaya 37 150 gm

Distribution Channel

Producer

Consumer

Retailer

Wholesaler

Pre Launch

Create Demand.

Survey the target markets to create

the own demand.

Just publish the advertisement and

also the posters in various areas but

not make the product available in the

market.

Make it more popular by the use of the

Brand Ambassador and also its media

channels.

Launch

Make the actual product available in

the market retail shops.

Just make available limited number of

the product in the market so that the

demand then increases as the

promotion increases.

Make promotional offers available on

the product.

Post Launch

Make the product available in the

market now in bulk so that the

customers can conveniently buy the

soap.

Also keep the Advertising rapidly

through internet and hoardings so as

to increase demand.

Promotions

Internet Advertisements.

Banners & Hoardings.

In newspaper sample packets.

Radio channels 98.3 FM & 93.5 FM

TV channels like entertainment

channels.