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”
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
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
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
