There are multiple names of this case study - ...absent-mindedly ran his finger over the cake of soap before him... However, theysomehow agreed that their proposed revamp strategy would only look at upgradation, not tinkering with what wasn't broken... QUESTIONSI . Discuss the segments profiles.2 Suggest an appropriate position3. What media and copy strategies would you recommend?4. Suggest a sales promotion design for Sofio

1. Marketing Management
Group- VII

2.  Sonia was a small soap like bar of gold.
 No frills, no coloured packaging, no fancy
shape, just a golden glow, the earthly fragrance
of sesame and the Lucida font that quietly
stated, 'Sonia‘.
 Produced and marketed by Benito.
 Benito was basically a speciality products
company producing household hygiene, fabric
care and dental care products.
 The brand name Sonia denoted purity,
reliability and gentle skin care.

3.  Ashish Agarwal is a marketing manager for Benito
India.
 He found that the soap had been sold
consistently for 30 years as a premium soap and
targeted only niche segment of market.
 Indeed, for 30 long years no one had tampered
with the Sonia brand. No marketing or brand
repositioning was one to Sonia.
 Sonia, in his view was a self-sustaining brand.
 It was advertised only moderately arid Benito
India had never used any promotional gimmick
for it.
Ashish
Agarwal

4.  Benito UK decided to launch its 'Tia' range of
skin care products In India.
 Sonia's presence and profile stood as a major
roadblock to Tia's success in India.
 So the UK marketing head said to close it
down whereas Ashish Agarwal protested
about the strong equity and loyal following
of Sonia.
 Sushant Vaid Managing Director was positive
and wanted to extend the brand seeing
other brands rising up.
Ashish
Agarwal
&
Sushant
Vaid –
About
Tia
Range

5. As we understand Ashish Agarwal was keen
on saving the brand “Sonia” he was doubtful
whether to revamp it by making changes in
product quality, to extend the brand equity,
make it premium positioning, making it a
youth brand, or dilution of equity.
Core
Of
Case
Study

6.  3 Steps Plan:
Step1
• Original Sonia
• Sonia-Y
• Sonia-Baby
• Soap Sizes
• Buy2- 1 Free
Step2
• Shower Gel
• Face & Hand
Wash
• Paper Soap
• Wet Tissue
• Shaving Cream/
Foam
Step3
• Tia+Sonia Tie Up
Offer
• Exclusive
Traveller Kit
3
STEPS
PLAN

7.  Original Sonia: Keeping this product will retain the
old loyal customers that have strong equity. Keeping
its valuable purity, credibility and reliability intact.
 Sonia-Y: This is for Gen-Y segment i.e. the youth. As
the core values of Sonia is preserve it will have its
sesame oil but additionally with what youth believes
which is cure of skin.
Sesame
Neem/
Tulsi/
Chandan/
Turmeric
Sonia-Y
STEP
(1)

8.  Sonia-Baby: This is children & baby. As this is very
limited market dominated by J&J we suggest to keep
this on lowest priority in the list. Adding Milk/Almond
to make it gentler for baby care.
Sesame
Milk/
Almond
Baby
Sonia
New Soap Size:
For Sonia & Sonia-Y: Soaps will be available Big, Medium & Small.
For Baby Sonia: Medium Only.
Sonia
Sonia
Big Soap
MRP 40
It will
compete
against
Super
Premium
Medium
Soap
MRP25
It will
compete
against
Mid
range
STEP
(1)

9.  Initial Product Offers:
Buying 2 Packs of Sonia (Original) – 1 Sonia-Y Free.
STEP
(1)
Sonia
Buy 2
Get 1
Free
Sonia
Buy 2
Get 1
Free
Sonia-Y
Free

10. New Line of products by Sonia (Sesame+):
 Shower Gel,
 Sensitive Facewash & Handwash,
 Paper Soap,
 Wet Tissue,
 Shaving Cream/Foam.
This will improve product diversity, attractive packaging will be
addon and this will avoid dilution risk. Targeted towards youth
and middle age group.
New Ads Campaign:
 As the Sonia Brand is now into new products line it has to
revamp its image to youth with full fledge products of
Shower Gel, Facewash, Paper Soap, Wet Tissue, Shaving
Foam, Handwash.
 Sample packets should be distributed with newpapers/
magazine, stores, super stores, etc.
STEP
(2)

11.  After the success of Step 1&2, Sonia can be used as
advantage of new image of youth along with loyal
customers.
Part1: TIA+SONIA Tie Up
Tia Skin Care Lotion (250ml) + Sonia-Y Soap (Small Size)
FREE.
STEP
(3)
Tia Products
Sonia
Complementry
Packets
Introductory
Launch Offer

12.  Part2: Exclusive TIA+SONIA Traveller Kit @
Discounted Price
It includes:
 Medium Soap
 Facewash
 Face Cream
 Body Lotion
 Shaving Foam
 Paper Soap
 Wet Tissue
STEP
(3)
Youth
Corporate
Frequent
Flyers
Target Market
Information of Traveller Kit is to be positioned
to Frequent Flyers from Airlines, A/C Rails &,
A/C Bus Passengers, Online Travel Websites,
only to executive class travellers.

13.  As we have derived 3 step new marketing
plan that will revamp the brand image which
will attract youth and also keep loyal
customers.
 It will expand the product offering as well as
keep the premium position of brand intact.
 Sonia will not be hurdle in Tia’s entry but it
will boost its sales because association with
Sonia which is new youth accepted brand
now.

14. Thank You
Sr No Group Members Names Roll No.
1 Vinay Jain 105
2 Tushar Bhadalkar 106
3 Nishad Vichare 107
4 Sarthak Gupta 108
5 Nikita Jain 109
6 Aditya Jagtap 110
7 Ketaki Kawale 111