Soaps

Presented

By:VijayKumar Mishra (98)

ConsumerBehavior

1925 – Bathroom soap

India – 1929 1916 – Laundry soap

First brand ambassador: Leela Chitnis (1929)

Market share is almost equal to Lifebuoy

• Strength 1. Strong market research (Door to door sampling – once in a year – Rural and Urban area)

2. Many variants (Almond oil, Orchid extracts, Milk cream, Fruit extracts, Saffron sandalwood oil and Honey)3. Dynamically continuous innovations – New variants and innovative promotions (22 carat gold coin promotion – “Chance Hai”)4. Strong brand promotion but relatively lower prices – Winning combination5. Lux soap brand is sold in over 100 countries.

• Weakness 1.Mainly positioned as beauty soap targeted towards women, lack unisex appeal

2.Some variation like the sunscreen, international variant did not do well in the market3.Not much popular in rural areas

• Opportunity 1.Soap industry is growing by 10% in India

2.Liquid body wash is currently in growth stage – Lux should come out with more variants in this segment3.Large market share – Strong hold over the market

• Threats 1.High internal competition (Pears – Beauty segment)

2.New entrants in this segment3.Maturity stage – threat of slipping down to decline stage – if constant reinvention is not carried out

Godrej “Ganga”

Ganga soap was launched with much fanfare in 1993. Western Media's projection or prejudice.

BBC & National geography.

The soap attained salvation in the early 2000.

Wrong positioning

Religious soap

Purity and Gentleness like the Pears Soap.

Consumer research

• Kumbh mela 1992

Brand irrelevance

• Mixed soaps and gods

" Now bath in Ganga“

• Ganga river is the most polluted one.

Ineffective promotion.

• PODDifferentiation was not sustainable over time

Target Market

Godrej “Ganga” HLL & others

Results

What Advertisement’s doing…!!

• Arousal Motives-– Emotional Arousal.– Physiological Arousal.

• Customer Desire.

WILD STONE- SOAP FOR MEN..!!

• Right Brand Elements.

• Optimum Pricing.

Camay• A moisturizing bar soap enriched with perfumes of

French inspiration• Products-

- Camay Classic- Camay Natural

• Introduced in 1926 by P & G• “The soap for beautiful women”• Camay means JEWEL• Luxurious & Exclusive soap• Many women are still associated to it with absolute

femininity

Rise of Camay• Camay became more popular.

Extensively used till 1970s in US and UK• Its ads that triggered the psychological

need of women to be beautiful• Targeted to niche customers• No other milk soap in the market• Features-– Gentle moisturizers– Subtle fragrance – Promise of soft skin

The Decline of Camay

• Popularity waned as other brands stood to compete against it in the market

• Economic factors such as trade liberalization and the growth of free market exchange which brought in more competition

• Competition from established local companies and from small cottage industries as well

• Reliance on heavy advertising to increase its market share

• Complaints of the customers-– Highly soluble soap– Consumed highly– Not a cost efficient product

Major Competitors-

Relaunching CAMAY

• Tried to relaunch in 2004• Renamed it as “Camay Care”• Only few places such as

Pakistan, Middle-East, South America

• Could not revive the brand “CAMAY”

Evolution of brand ‘Dove’

• 1957- Launched in market• 1970’s- Popularity increased as milder soap• 1980’s- Started its global rollout• 1990’s- “Litmus test” spots began in 1991- Opened

up to markets in 55 countries by 1994- Sold in 80 countries by 1996

• 1995-2001- Extension of dove range of products• 2002- Campaign for real beauty• 2005- Self-Esteem campaign

Dove’s Identity

• Feature- Moisturizing bar not a soap• Attributes- Exfoliates, calming• Colours- White, pink, light green• Benefits- Milder effect on skin, reliable for

daily use in the long-run• Performance- High level of satisfaction for

users with dry skin

Dove Logo

• Dove logo is perfect representation of softness, gentleness, sophistication

• Image of dove or peace pigeon symbolizes purity and softness of a dove and its products

Tagline of a Dove

• The tagline changed from “one-quarter cleansing cream” to “one-quarter moisturizing cream”

• The tagline is also supported by the advertising campaign which shows moisturizing milk being poured into the bar

Dove Personality

• Feminity and Mildness- The brand, logo even the tagline says that that it is simple and feminine

• Self-acceptance and confidence- Enable women to celebrate the real inner beauty and beauty at every age

Dove Connect with intended customers

• It’s not a soap. It’s a beauty bar

• It’s Ad campaign makes the user feel pampered

• Real beauty campaign was able to connect with women on an unmatched scale

Ad Campaign

• Campaign for real beauty• Message- Real beauty can only be found on

the inside and every women deserves to feel beautiful

• Image- Real beauty is portrayed by women who do not have a sensuous model

• Result- A dialogue between Dove and its consumers about the definition of beauty

You are more beautiful than you think!

.

• “Jo Bursey” , avid Nature Lover.

• Introduced in the late 90’s.

• 100% Natural Soap (use essential oils and plant botanical’s to colour and perfume our soap).

• Hand Made.

• Fair Trade.

.

Reasons For Failure• Poor marketing.• No Opinion Leader.• Less Volume.• Competitors.• Technological Disadvantage.

Consumer Behaviour’s Affected

i) Economic

ii) Cognitive

iii) Passive

iv) Emotional.