Soap ( cb)


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Soap ( cb)

  1. 1. Soaps Consumer Behavior Presented By: VijayKumar Mishra (98)
  2. 2.  1925 – Bathroom soap  India – 1929  1916 – Laundry soap  First brand ambassador: Leela Chitnis (1929)  Market share is almost equal to Lifebuoy
  3. 3. • • • • 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 combination 5. 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 market 3.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 segment 3.Large market share – Strong hold over the market Threats 1.High internal competition (Pears – Beauty segment) 2.New entrants in this segment 3.Maturity stage – threat of slipping down to decline stage – if constant reinvention is not carried out
  4. 4. 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.
  5. 5. Wrong positioning Religious soap Purity and Gentleness like the Pears Soap.
  6. 6. Consumer research • Kumbh mela 1992
  7. 7. Brand irrelevance • Mixed soaps and gods " Now bath in Ganga“ • Ganga river is the most polluted one.
  8. 8. Ineffective promotion. • POD  Differentiation was not sustainable over time
  9. 9. Target Market Godrej “Ganga” HLL & others
  10. 10. Results
  11. 11. What Advertisement’s doing…!! • Arousal Motives– Emotional Arousal. – Physiological Arousal. • Customer Desire.
  12. 12. WILD STONE- SOAP FOR MEN..!! • Right Brand Elements. • Optimum Pricing.
  13. 13. 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
  14. 14. 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
  15. 15. 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-
  16. 16. 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”
  17. 17. 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 1991Opened up to markets in 55 countries by 1994Sold in 80 countries by 1996 • 1995-2001- Extension of dove range of products • 2002- Campaign for real beauty • 2005- Self-Esteem campaign
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. You are more beautiful than you think!
  25. 25. . • “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.
  26. 26. .
  27. 27. Reasons For Failure • • • • • Poor marketing. No Opinion Leader. Less Volume. Competitors. Technological Disadvantage. ConsumEr BEhaviour’s aFFECtED i) ii) iii) iv) Economic Cognitive Passive Emotional.