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Relaunch Cosco Glycerin Soap
- 1. Cosco Soap MKT:460 Sec:4 Syeda Rahanuma Ferdusy Haque -131 0308 030 Rifat Nahar Ritu - 131 0303 030 Sajid Hossain Khan – 123 0990 030 Sumayea Mahjabin Sivana – 131 0055 630 Rabia Zaman Rudmila – 132 0698 630 Md. Jabed Hasan – 132 0122 030
- 2. The Soap Industry Fragmented market. The industry is stable and growing between 1998 and 2003, it grew by an average of 4% annually. Within the I&I sector there is fierce competition for market share among the existing popular soap offerings,
- 4. Introduction Of Company- COSCOCosco glycerin soap was produced by Kohinoor chemical co (Bd).Limited later Kohnoor chemical co Limited sold it to Commander Soap co limited Private company operating in the industrial area of Tejgaon that produces Cosco using the same method as Kohinoor LTD
- 5. SBU Cosco is pioneerin glycerin soap. The strength of Cosco soap was DURABILITY and it was not an easily melting soap. This soap is LESS COSTLY compared to much other soap in the market.
- 6. Raw materials are distributed to factory , the finished soap are send to depot from there it reaches the target points Customer are declining as their needs are not made because they are consistent in releasing the same size , same price and same poor quality in the market 4% Market share Losing its position •market dominant has catered the customer need through various variants , size and pricing . Chittagong Chemical Complex and trust Communication for specifically polyglycol for transparency, and Lye To make the soap acid COMPETITORS CUSTOMERS SUPPLIERS DISTRIBUTORS
- 7. Cosco Soap is manufactured in the factory located in Tejgaon industrial area and kept in depot DISTRIBUTOR Wholesaler Retail stores in specific areas like Mirpur , community centre , Karwan DISTRIBUTION Channel
- 8. Macro Environment Analysis women in our culture do not pamper themselves with expensive cosmetics or parlor facilities except few. They look for easy beauty solution Political unrest and duty on raw materials causes delay in the production and distribution process thus increase in cost Customer taste and preferences are changing as they are educated about different uses of soap e.g. germ killing soap , beauty soap , sensitive skin soap Flexible manufacturing technology enables to produce different variants in different sizes Demographi c forces Political and legal forces Technology Social and Cultural Factors
- 9. S W O T A N A L Y S Low and convenient Price Popular Brand to the rural people 1st Glycerin Soap in Bangladesh Quality is good T Intense competition in an industr So many international competitor Consumer trends or preferences Change in government W Weak distribution channel Poor or no promotional activities Lack of variety in fragrance and size Less market share Brand image of current parent company O Growth in soap industry Everybody has access to digital media High Population growth Literacy rate is increasing
- 10. Porter Five Forces Intense Rivalry due to known brands like LUX, Meril, Tibet Low due to easy availability of glycerin and Lye High .because of popular local and international brand I High because of bulk purchase Degree of Rivalry Bargaining power of Buyers Bargaining power of Suppliers Threat of Substitutes Threat of new entrants High because Glycerin is cheap and easily available
- 11. M a r k e t S e g m e n t a t i o n A n d Ta rg e t i n g Geogra phic Bangladesh India Nepal Pakistan Socio Econo mic Class A Class B Class C Class D Demogra phic Women 18 to 60 years old Parents (~55) Key: Target market Teenagers (13-19)
- 12. M a r k e t S e g m e n t a t i o n A n d Ta rg e t i n g Psycho- graphic Personalit y Outgoing Introvert Beauty and health conscious Behavi oral Heavy Users Moderate Users Low Users Lifestyle Key: Target market Traditional Tech- dependent Independen t
- 13. ‘To all the beautiful women who always want to be charming ‘Cosco glycerin soap’ is ready to serve them with what they deserve’. O L D P O S I T I O N I N G Slogan -ত্বকের স ৌন্দক্যে COSCO
- 14. C U R R E N T P O S I T I O N I N G “Haath dhowar shaban- Hand Washing Soap”
- 15. PROD UCT PLACE PRICE- 12 BDT 30 BDT Retailer s Wholes aler PRICE Glycerine Soap 4 P ’ S PROMOTION
- 17. Problem in the distribution network Lack of Brand elements and promotion Availability of large number of substitutes Lack of flexible manufacturing technology
- 19. Strength Opportunities SO Strategies WO Strategies • Promote their brand through effective IMC campaign • Build a strong distribution channel • Promote the quality and price to the mass people Threats ST Strategies • Build good relationship with the government • Improve quality by keeping WT Strategies Internal Factors External Factors Weakness •Weak distribution channel •Poor or no promotional activities •Lack of variety in fragrance and size •Less market share •Brand image of current parent company • Low and convenient Price • Popular Brand to the rural people • 1st Glycerin Soap in Bangladesh • Quality is good • Growth in soap industry • Everybody access to digital media • High Population growth • Literacy rate is increasing • Intense competition in industry • So many international competitor • Consumer trends or • Redefine the target market to grab new customers • Build relationship with customers and retailers • Create strong brand image •Bring different flavors and variation in the product •Use flexible manufacturing
- 20. WOMEN BEAUTY CONSCIOUS ALL DIVISIONSOCIO ECONOMIC CLASS-A , B & C INCOME TK12000 ABOVE LOYAL CUSTOMER S E G M E N TA T I O N & T AR G E T I
- 21. Beauty Soap The Beauty Soap Hand washing soap N E W P O S I T I O N I N G ত্বকের স ৌন্দক্যে COSCO
- 22. Providing skin care and beauty solution to women for moisturizing and nourishing their skin with enriched glycerin and fragrances P O S I T I O N I N G S TAT E M E N T
- 23. cosc o COSC O cos co cosc o cosc o INTRODUCTING NEW COSCO Soap for oily skin, normal skin, dry skin and sensitive skin BROAD DIFFERNTIATION by embracing flexible manufacturing technology 4 P ’ S
- 24. RAND EXTENSION 4 P ’ S
- 25. PRICE cosc o COSC O cos co cosc o cosc o SOAP Small size – Tk12 Large size-Tk 40 Body wash 250M-Tk.80 500M-Tk.140
- 26. il stores , Super stores & departmental Wholesalers 4 P ’ S
- 27. romoting in Bashundhara City 4 P ’ S
- 28. 4 P ’ S Test marketing in different malls TVC featuring Model Tisha
- 29. Porter Five Forces Lower in the domestic market and international brands will find it difficult to compete Lower High because of popular local and international brand Low because they are producing varieties so need to purchase bulk raw materials thus low price Degree of Rivalry Bargaining power of Supplier Bargaining power of Buyer Threat of Substitutes Threat of new entrants Low as flexible manufacturing technology
- 30. Thank You