Camay, a Procter & Gamble product introduced in 1926, is a scented soap that has faced declining market appeal and competition, leading to a proposed re-launch. The new marketing strategy includes product innovation with variations such as herbal, minty, anti-aging, and children's soaps, alongside a penetration pricing strategy to attract customers. The plan also emphasizes aggressive advertising and a pull strategy to meet consumer demand while addressing previous marketing failures in regions like Pakistan.

1. CAMAY

2. HISTORY
• A product of P&G, Procter and Gamble.
• Scented hand and body soap.
• Introduced in 1926 in US.
• Marketed as a “white, pure soap for
women”.
• CAMAY slogan: “Camay the soap for
beautiful women.”
• Replaced with “For your most beautiful
complexion at every age”.

3. Why do we feel the urge to
re-launch?
1. Losing market appeal:
• No more in demand
• Loosing customers
• No modifications
2. Sales have dropped

4. 3. Increase in competition
4. Improper advertisement

6. Reasons Why CAMAY Failed In
Pakistan?
• Unsuccessful in coping up with the expectations of the
customers.
• Highly soluble soap.
• Not a cost efficient product.
• Poor marketing.
• Targeting just females.
• No innovation and improvement.

7. “LOGO”

8. MARKET ORIENTED STRATEGY
The product is made by keeping in view the
customer’s needs rather than producing it and
then trying to sell it.
TAG LINE
“Feel fresh, look smart”

9. MARKET STRUCTURE
• We will use “Pull strategy” to attract new customers
because there is a demand in market for a soap that
should have these all features.
• We will create interest for target audience, and then
demand the product from our channel partner, in this way
our product will be pulled from manufacturer sales
channel to consumers.

10. CHALLENGER’S STRATEGY
• We will launch our product in the market as a
challenger against our competitors.
• Competition with other soaps especially by
Unilever, as it is the major competitor of P&G.
• “Frontal Attack Strategy”.

11. SHAPE
Camay soap in its existing shape is really small
in size and so we are changing size to make it
much broader. This would be done in order to
present Camay as a bigger, more durable and
less soluble soap.

12. PRODUCT FEATURES
CAMAY HERBAL
The Camay soap with herbal extracts will be having
herbal scent and will cater with the personality of
people that want soap for their sensitive skin.

13. CAMAY MINTY
Camay minty will be a soap bar for the people who
like the refreshing and soothing essence
whenever they wash their face.

14. CAMAY ANTI-AGING
Camay Anti-Aging will particularly be an
attraction for women with the age of 35-60
who want to look young and fresh.
ANTI -AGING

15. CAMAY MEN
Now a days men are also very concerned when it
comes to their looks so keeping in mind the
need of this segment. Camay Men is particularly
designed for men who want to look fresh and
cool.

16. CAMAY KIDS
Camay kids will be a soap bar for kids with a very
mild formula as their skin is much more
sensitive. Bright colored packaging with
animated graphics on the cover will be designed
for attracting the kids.

17. MARKETING MIX
PRODUCT:
Improvement and innovation in product.
• Camay Herbal
• Camay Minty
• Camay Kids
• Camay Anti-Aging
• Camay Men

18. PRICE:
We are coming up with “penetration
pricing strategy” to become a
competitive cost provider in soap
industry.

19. PLACE:
• Our new Camay soap will be placed in
medical store as well as all the big and small
stores across Pakistan.
• “Intensive Distribution Strategy”

20. PROMOTION:
• Television, newspaper and social media
• Promotional campaigns
• Celebrity endorsement

21. SWOT ANALYSIS
STRENGTHS:
As the name states is basically a soap not restricted to
any particular skin type
•Individuals of all skin types can use it, whether their
skin is oily or dry.
•The product is sub-divided into unique fragrances, in
order to attract attention from the target market of
teenagers.
•The scents have been selected keeping in mind the
tastes, needs and preferences of the segmented market.
•It certainly is Camay Care’s strength to be able to
cleanse, be a protective shield reducing acne problems,
and moisturize to keep the skin healthy and above all
giving the skin a crystal clear look.

22. WEAKNESSES:
•Though, every new product needs time to
settle, however, there definitely is an
uncertainty level of being accepted in the
market.
•Another weakness can be the resistance
by those who have a fear of using
medicated products. They might be allergic
or even prone to getting reactions from the
medicated products. For them to change
their beliefs and use “Camay Care” instead
would be a difficult task.

23. OPPORTUNITY:
•One and the prime opportunity for “Camay Care”
is the growing consumer market for improved and
alluring soaps. In our view Camay Care has the
strength and capability of getting a good market
share since it specifically is designed keeping in
mind the needs of the teenage community, which is
our target market.
•This is a case of niche marketing, so we consider
that as an opportunity as well.

24. THREATS:
•All products face threats during their life cycle, and so
shall be the case with Camay Care as well. It is a perfect
market with no barriers to entry for the new entrants so the
threat of the new entrants trying to cover our focus of the
product is there. Our product focuses on giving a new
dimension of playing numerous role set the same time.
However, nothing lasts long so we should be sure of any
competition in the current future.
• Strong Competitors
•It is difficult to convince consumers of FMCG product to
switch to our product.

25. • Our Camay soap will be launched more than just beauty
soap.
• We will use aggressive marketing and advertising
campaign to break through in the market.
• It will have different types of features for different age
groups and genders so that it could cater to the needs of
the different customers.