Re-launch

Group Members:

Salman Malik Shah : 7433Ahsan Abdul Rehman: 20078Muhammad Jawwad : 20080

Syed Muzzafar Hussain : 13884

Sultan Nasir Khan: 19713

Presented to: Mr. Syed Murad Rizvi

About CAMAY◎CAMAY soap is a product of Procter & Gamble

P&G. It’s scented handy and body soap.

◎CAMAY was first introduced in the United States in 1926 and later in the United Kingdom in 1958.

◎CAMAY later lost it’s popularity in Pakistan.

Reasons Why CAMAY Failed in Pakistan?

◎ Highly Soluble Soup

◎ Not a Cost efficient Product

◎ Poor Marketing

◎ No Innovation and Improvement

Reasons Why CAMAY Failed in Pakistan?

BCG

MAT

RIX

Re-launch of CAMAY in Pakistan?

◎ Changing perception of our product

◎ Providing Better options and features to increase our Audience

◎ Aggressive Marketing

◎ Making our product Cost Efficient

◎ Competitive pricing and increase competition in the market

Re-launch of CAMAY in Pakistan?

RESEARCH & DEVELOPMENT

Since we are re-launching this brand of Camay soap, we will be making multiple changes in the product itself along with its packaging. We will also need to revamp the strategies and would be bringing in some innovations with added fragrances and variety as Camay already had been introduced earlier with regular three fragrances.

CAMAY CLASSIC (also known as Camay Red), CAMAY NATUREL (Camay White) and CAMAY CHIC (Camay Black).

Now we will be bringing in some changes in fragrances of this soap. Not only that but we will be introducing a different category as well along with beauty soap category and that would be Camay Bath Soaps.

New fragrances that we will be introducing in beauty soap category will be scented flowers fragrances and would include the following:

1-Rose 2-Jasmine

CAMAY MINT:

In the bath soap category of Camay we will be launching anti-bacterial soap and following will be our additions to this range of Camay soap:

We are introducing Camay Mint Bath Soap most suitable for summer seasons

CAMAY Bath Soap

CAMAY Fruits:

Another category of fruit soaps are also going to be introduced with Camay and initially we will introduce two fragrances:

1-Lemon2-Strawberry

CAMAY for Men:

Men usually prefer strong fragrances and thus OUDH Camay will be targeted to those who like strong scents.

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. With bigger size, consumers would be able to believe that this soap will last more than its preceding existing Camay soap and would be less soluble.

SWOT Analysis of CAMAY

STRENGTHS:◎ Camay is a soap by P&G which a huge brand in

itself and has a large customer base.

◎ P&G Financially sound

◎ Catering needs of everyone.

◎ Introducing this soap not only with same scents but with different & Unique fragrances so that we can enhance market.

SWOT Analysis of CAMAY

WEAKNESS:◎ Once failed in Pakistan and we thus have to

reframe and rebuild its Image again for gaining success.

◎ Highly soluble

◎ Every new product needs time to penetrate in the market.

SWOT Analysis of CAMAY

OPPORTUNITIES:

◎ Target market is huge.

◎ Introducing new Camay of “Oudh” fragrance which is unique in this market.

◎ By tapping in Urban market we can penetrate in Rural areas also.

SWOT Analysis of CAMAY

THREATS:

◎ Strong Competitors

◎ It’s difficult to convince consumers of FMCG product to switch to our product.

TOWS Matrix of CAMAY

 

External Opportunities (O)

1. Target Market is Huge

2. Pioneers of introducing Arabic fragrance in Soap

External Threats (T)

1. Strong Competitors

2. FMCG consumers difficult to switch products easily

Internal Strengths (S)

1. P&G Huge Brand

2. Introducing new fragrance

S1O1: Known brand with sound financials and thus aggressive marketing can help us tab the market.

S2O2: Introducing new fragrances as per consumer preference will enable us to hit and tab the market.

S1T1: Aggressive marketing can help us give tough time to competitors and reduce competitors threat

S2T2: Unique fragrance as per consumer preference will influence consumers to switch.

Internal Weaknesses (W)

1. Once failed

2. Highly Soluble Perception

W1O1: Once failed but at least people are aware of brand thus easier to recall the name and help us to penetrate.

W2O2: Making it less soluble and improved quality with unique fragrance will help us to maximize the opportunity

W1T1: Once failed but it was a re known brand of P&G which will help us to compete.

W2T2: Overcome weakness of solubility can reduce threat of people not switching to our product.

Marketing MIX

Product:Not simply nice to look at but even nice to smell & use! Through PRODUCT DEVELOPMENT STRATEGY we have identified 6 unusual flavors to market the varied choices of the users. popular amongst people.

Improvement and innovation in product  1- Camay Rose 4- Camay Strawberry 2- Camay Jasmine 5- Camay Lemon3- Camay Mint 6- Camay Oudh

Marketing MIXPRICING:We are coming up with PENETRATION PRICING STRATEGY to become a competitive cost provider in soap industry. It will also sustain price by utilizing less costly value chain activities.

Our this pricing strategy will

◎ Ensure Survival◎ Generate Sales◎ Increase profit◎ Gain Market Share◎ Establish an appropriate image in the mind of consumers.

Marketing MIX

PLACEMENT:We will place our product in all big and small stores and get the shelves next to leading brand/competitors.

We will do Intensive Distribution Strategy.

Marketing MIX

Positioning Our Product:

Our goal is to create a unique impression in the consumer’s mind so that the consumer associates something specific and desirable with our brand that is distinct from rest of the competitors.

Positioning Statement: “BEAUTY WITH FRESHNESS”

Marketing MIXCurrent Position:

Currently P&G is one of the leading FMCG company among other companies and through Camay, consumer will recall automatically the brand.

Position Required:

We will tell them what they do not know about us. We will tell them that our soap is not just soap it’s a source of freshness and fragrance for starting your day.

Competitor’s Position:

We will compare our positioning to our competitors to identify our uniqueness and then develop a distinct and value based positioning idea. Because we are providing a unique fragrance of “OUDH”.

Marketing MIXResources:

Yes we certainly do have the resources available. We would use a large budget to launch this soap as this is a perfect opportunity for gaining access in the segments of the market ,this would in turn increase our market share.

Persistence:

We will have Price Penetration Strategy and will have low cost value chain activities and having competitive prices with new innovation and fragrances so that our brand will built a brand image in the market and in the mind of consumers.

Marketing MIXPROMOITION:P&G promotes its products in a variety of ways. Similarly, Camay will be promoted by using the mediums of television, newspaper, magazines, hoardings and radio also we have advantage of social media as well.

We are focusing on all age groups and genders.

Through this promotional strategy we will

◎ Present product information to targeted consumers.◎ Increase demand among the target market.◎ Differentiate a product and create a brand identity.

Market Structure◎ We will use the Pull strategy to attract new customers

because there is a demand in market for a soap that should have both features that is beauty plus Bath soap.

◎ 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.

CONCLUSION◎ Since we are re-launching this brand of Camay

soap, we will use aggressive marketing & advertising campaign to break through in the market.

◎ Will create awareness of the product again.

◎ Feature of beauty care & bath soap will be a key success element for our product.

◎ New Fragrances will add value in capturing market share.

Thanks!

Any questions?For more queries please visit our page www.google.com