This presentation summarizes the re-launch of Camay soap by P&G. Some key points: - Camay soap was originally introduced in 1926 and was positioned as a soap for beautiful women, but faced decline due to being highly soluble and not cost efficient. - The re-launch will feature Camay as a skin care product available in various fragrances and formulations as a 4-in-1 cleanser, protector, moisturizer, and acne treatment. - P&G will target females ages 18-25 through television, print, and billboard advertising utilizing comparative pricing and distributing through retailers nationwide.

1. Final Presentation
Re-launching “Camay Soap”
As

2.  Sahar Fatima
 Muniza Syed
 Ayesha Baig
 Kiran Shahzadi
 Ali Bin Niaz
 MuhammadTahir

3.  Camay Soup by (P&G)
 Introduced in 1926
 Available in different fragrances
 Camay's slogan was "Camay: the soap for
beautiful women." It was later replaced
with "For your most beautiful complexion
at every age."

4.  Not up to consumers expectations
 Highly soluble soap
 Not a cost efficient product.

5.  Old
New

6.  Different color for different variant such as
pink for rose extract
 Bars come in package size 100g, 120g, 150g
 Camay has also launch 45g called mini
Camay of Rs 12/

7.  Ultimately P&G had
to face a decline in the
growth stage of PLC
of Camay.

8.  Camay Skin Care:
Simple and sophisticated.
Available in various types.
An economical product.
 Product Features:
Customized approach for every skin.
A solution to all acne problems.
4 in1 process.

9.  4 in1 process allows
to cleanse, creating a
protective shield,
moisturize
and finally leaving the
skin crystal clear.

12. Different variants
Peach extract Neem extract

13. Rose extract Menthol extract
Lemon Extract

14. Comparative pricing strategy:
Method in which the selling price of a new product is
arrived at by comparing the benefits it offers with
those offered by the competing brands.

15. Camay regular pack Rs.38/-
Camay family pack Rs.54/-
Camay small pack Rs.26/-
Camay mini pack Rs.12/-

16. P&G distribution network is one of the key strength
that help them reach their product across the length
and breath of its vast country
•Big retail stores
•Marts
•Super stores

17. Television
News paper
Bill boards (on busy roads, outside universities) .

23. Solution for every category of skin.
Product is sub divided into flavors for the attraction
of target market.
Benefit of being 4 in 1 product.

24. Need time to settle in the market.
Resistance by those who have a fair of using
medicated products.
Change consumers’ beliefs about “Camay care”
soap.

25. Growing consumer market for ‘improved’ and
‘attractive’ soap.
Specifically designed according to the need of
teenagers community.
Niche marketing.

26. New entrants in the markets.
Competition from beauty products
The biggest threat to Camay is not only the
aggressive promotion by LUX, but also its product
line extension.

27. On age - 18 to 25 years
Based on income – A and B income group
Target Market – Primary=female
Secondary=Male/kids

28. Over the years positioned as a beauty soap not only for stars
its for common girls too.

29. Point of sale display
Packaging design to encourage purchase
Direct selling to customers in showrooms
Negotiation with retailers to stock the product

30. Through social media
Banner ad
TV ads

32.  Gold coin offer Contests

33.  Buy as much Camay Skin Care
Soap as you can .! Because we
have inserted 50 Gold coins in
our released soap series.