The document outlines a marketing plan for the launch of 'Diva Herbal Fresh', a soap aimed at revitalizing the brand's image while introducing a unique product that combines antibacterial and anti-pollution properties at competitive prices. The target market includes urban and suburban middle-class families aged 13 to 60, with promotional strategies involving limited pre-launch availability, brand ambassadors, and diverse advertising channels. Post-launch, the plan emphasizes expanding product availability and maintaining aggressive advertising to sustain demand.

1. Soap Case Study
 Group 10
 Members :-
◦ Name TRN.
◦ Sumit 159
◦ Tanvi 160
◦ Ula 161
◦ Utkarsh 162
◦ Vedant 163
◦ Tarun 164
◦ Nagendra 165

2. ALTO INDIA Private Limited, India
Launch Plan for
The only soap which gives experience like
bathing in heaven . . . .

3. Objective
 To revive the lost brand image of Diva using
contemporary and updated marketing and
promotional strategies
 Introducing a revolutionary product to enter
into the highly competitive market.
 Understanding the Indian consumer
mindset and exploiting the market potential

4. Value Proposition
 1st Soap with advantage of two in price of 1
DiVa Herbal Fresh
 Anti bacterial
 Anti pollution Soap
 Lime freshness

5. Who will be our Customers ?
DiVa Herbal Fresh
 Age Group 13 – 60 year’s
35%
35%
10%
Age Group
13- 21
Year's
25-60 Year's
60+ Year's

6. Target Market
 Urban & Sub - Urbans
 Middle Class families
 Hotels & Motels

7. Our Product
 Physical Attributes
 Shape : Wave
 Colour : Green
 Transparency : - 70 %
 Fragrance :- Mint
 Size :- 3.5 x 2 x 1.2 inch
 & 2 x 1.1 x 0.7 inch
 Price :- Rs 10/- & Rs 35 /-

8. Competition
SOAP NAME RATE Weight
Medimix 40 150 gm
Hamam 37 150 gm
Cinthol 37 150 gm
Liril 35 150gm
Himalaya 37 150 gm

9. Distribution Channel
Producer
Consumer
Retailer
Wholesaler

10. Pre Launch
 Create Demand.
 Survey the target markets to create
the own demand.
 Just publish the advertisement and
also the posters in various areas but
not make the product available in the
market.
 Make it more popular by the use of the
Brand Ambassador and also its media
channels.

11. Launch
 Make the actual product available in
the market retail shops.
 Just make available limited number of
the product in the market so that the
demand then increases as the
promotion increases.
 Make promotional offers available on
the product.

12. Post Launch
 Make the product available in the
market now in bulk so that the
customers can conveniently buy the
soap.
 Also keep the Advertising rapidly
through internet and hoardings so as
to increase demand.

13. Promotions
 Internet Advertisements.
 Banners & Hoardings.
 In newspaper sample packets.
 Radio channels 98.3 FM & 93.5 FM
 TV channels like entertainment
channels.