santoor ( marketing project )

7/30/2019 Santoor ( Marketing Project )

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ACKNOWLEDGMENT

We place on record and warmly acknowledge thesupervision,Suggestion and guidance offered by guide prof. RUBINA ,Department of mass media, visiting Faculty ofGHANSHAMDASSARAF COLLEGE , in bringing this project to a successful

completion.

We also extend our gratefulness to one and all who aredirectly or indirectly involved in the successful completion ofthis project work.


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INDEX

COMPANY BACKGROUND

HISTORY OF BRAND

AD AGENCY

COMPETITORS

MARKET ANALYSIS

CREATIVE STRATEGY

MEDIA STRATEGY

SURVEY ANALYSIS

NEW MARKET ANALYSIS

NEW CREATIVE STRATEGY

NEW MEDIA STRATEGY

NEW MEDIA MIX

OUESTIONAIRE

4-5

6-7

8-11

12-14

15-18

19-21

22

23-30

31-34

35-37

38-39

40-41

42-45

TOPIC : PG.NO:


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Wipro Ltd. is today among the top business conglomerates inthe world. With a $ 5 Billion turnover, it has diverse interestsranging from Information Technology to Infrastructure

Engineering and Consumer Care.Wipro Consumer Care and Lighting is today among the top10 FMCG companies and amongst the Fastest GrowingFMCG companies in India.

Wipros organic growth has been led by growth in toilet

soaps, domestic and institutional lighting and office furniture.Wipro has also gained from new launches Wipro Safe wash,Santoor hand wash, Santoor Face wash, Wipro Sanjeevinihoney, Wipro Sweet N Healthy.

Wipro Consumer Care and Lighting, (WCCLG) a BusinessUnit of Wipro Limited, has a profitable presence in the

branded retail market of toilet soaps, hair care soaps, babycare products and lighting products

Focus on customer needs with distinctive offerings, supported

by an able distribution system has contributed to the growth ofWipro.

Wipro Consumer Care and Lighting has relaunched its soapbrand, Santoor, which includes introduction of newfragrance, shape, packaging and formulation.

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Enchanteur

Romano

Wipro Shikakai

Sunflower Vanaspati

Wipro Safe wash

Yardley

Smartlite CFL

Safelite GLS

FTL

Domestic FixturesLED/ Emergency

lanterns

Tablelamps

Electric Irons

LED Downlighters

Products of Wipro

Santoor

Santoor Talc

Santoor HandwashSantoor Facewash

Santoor Enhance

Santoor Deo

Chandrika

Chandrika Hand wash

Chandrika Face washWipro Baby Soft

Glucovita

Sanjeevani Honey

Sweet n Healthy

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http://www.wcclg.com/enchanteur.htmlhttp://www.wcclg.com/romano.htmlhttp://www.wcclg.com/shikakai.htmlhttp://www.wcclg.com/sunflowervanaspati.htmlhttp://www.wcclg.com/wiprosafewash.htmlhttp://www.wcclg.com/yardleyhistory.htmlhttp://www.wcclg.com/smartlite.htmlhttp://www.wcclg.com/safelite.htmlhttp://www.wcclg.com/ftl.htmlhttp://www.wcclg.com/accessories.htmlhttp://www.wcclg.com/lifelite.htmlhttp://www.wcclg.com/lifelite.htmlhttp://www.wcclg.com/spotlite.htmlhttp://www.wcclg.com/smartlife.htmlhttp://www.wcclg.com/led_downlighters.htmlhttp://www.wcclg.com/santoor.htmlhttp://www.wcclg.com/santoortalc.htmlhttp://www.wcclg.com/santoorhandwash.htmlhttp://www.wcclg.com/santoorfacewash.htmlhttp://www.wcclg.com/santoorenhance.htmlhttp://www.wcclg.com/santoordeo.htmlhttp://www.wcclg.com/chandrika.htmlhttp://www.wcclg.com/chandrikahandwash.htmlhttp://www.wcclg.com/chandrikafacewash.htmlhttp://www.wcclg.com/wiprobabysoft.htmlhttp://www.wcclg.com/glucovita.htmlhttp://www.wcclg.com/sanjeevanihoney.htmlhttp://www.wcclg.com/sweetnhealthy.htmlhttp://www.wcclg.com/sweetnhealthy.htmlhttp://www.wcclg.com/sanjeevanihoney.htmlhttp://www.wcclg.com/glucovita.htmlhttp://www.wcclg.com/wiprobabysoft.htmlhttp://www.wcclg.com/chandrikafacewash.htmlhttp://www.wcclg.com/chandrikahandwash.htmlhttp://www.wcclg.com/chandrika.htmlhttp://www.wcclg.com/santoordeo.htmlhttp://www.wcclg.com/santoorenhance.htmlhttp://www.wcclg.com/santoorfacewash.htmlhttp://www.wcclg.com/santoorhandwash.htmlhttp://www.wcclg.com/santoortalc.htmlhttp://www.wcclg.com/santoor.htmlhttp://www.wcclg.com/santoor.htmlhttp://www.wcclg.com/led_downlighters.htmlhttp://www.wcclg.com/smartlife.htmlhttp://www.wcclg.com/spotlite.htmlhttp://www.wcclg.com/lifelite.htmlhttp://www.wcclg.com/lifelite.htmlhttp://www.wcclg.com/lifelite.htmlhttp://www.wcclg.com/accessories.htmlhttp://www.wcclg.com/ftl.htmlhttp://www.wcclg.com/safelite.htmlhttp://www.wcclg.com/smartlite.htmlhttp://www.wcclg.com/yardleyhistory.htmlhttp://www.wcclg.com/wiprosafewash.htmlhttp://www.wcclg.com/sunflowervanaspati.htmlhttp://www.wcclg.com/shikakai.htmlhttp://www.wcclg.com/romano.htmlhttp://www.wcclg.com/enchanteur.html


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The 3rd largest brand of soap in India in the popular segmentof the category. It is a soap that combines the goodness of naural ingredients -Sandal, Turmeric and natural Skin Softeners. Sandal and

Turmeric have been an essential part of the Indian womans

skin care regimen for centuries.

WIPROs santoor is largest soap brand in south India.The brand was launched in 1985 as an ordinary soap with

sandalwood and turmeric as its main ingredients.

The brand derived the name from combining Sandal +Turmeric and it is not from the musical instrument that it gotthe name Santoor.

Although the brand became popular, the company was notsatisfied with the results.

The research suggested that customers are not correlatingthe brand with skin care and beauty. Thus started the brainstorming on getting the " WOW " factor to build the brand.The wow factor came in the form of the new positioning "For Younger Looking Skin".

BRANDHISTORY

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The achiever protagonist was introduced in 2004. The campaign

showed the mother as a successful fashion designer with the same

positioning and theme. The brand also extended itself to a range

of beauty products and to talc. Now Santoor have face wash, talc ,

soap and fairness cream.

2006 saw a big change in the marketing strategy for Santoor. The

campaigns showed Saif Ali Khan ( in North ) and Madhavan (south)

in the TVCs. The TVC's shows these celebrities along with the

Mother and child in the usual mistaken identity theme.

The customers felt that since this brand is meant foradults, it will not be soft on skin. This made the companyto change the size texture and the shape of the product.

Santoor is a brand has consistently understood the

consumers and was not complacent to change. The brand

was the first one to use a Mother and her five year old

daughter to endorse the brand.

Today Santoor is more than just the regular orange soap. Itnow has a number of exciting new variants- Santoor White,

Santoor Glycerine and more recently Santoor Honey andApricot. Santoor has grown from a traditional south Indiansoap to a modern beauty soap that has carried the secret ofyounger looking skin to more and more women across thecountry . Santoor is the secret of younger looking skin of awide range of women of different ages and income groupsall across the country.

Most of the ads showed spinsters in their campaigns while

for Santoor, the protagonist were Mothers

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Ever since time it was launched in 1985, the advertising andpromotions of santoor was handle by Draft FBCUlka and switch to

Lodgestar VMC.

DRAFTFCB+Ulka Advertising Pvt. Ltd. provides advertising services

in India. DRAFTFCB+Ulka Advertising Pvt. Ltd. was formerly known

as FCB- Ulka Advertising Private Limited and changed its name in

July 2007. The company was founded in 1961 and is based inMumbai, India with additional offices in Delhi, Bangalore, Chennai,

and Kochi, India. DRAFTFCB+Ulka Advertising Pvt. Ltd. operates as

subsidiary of Interpublic Group of Companies, Inc.

The world is changing by leaps and bounds. So are women today.

They are moving out of their homes, coming out of their shells,

achieving new heights and making a difference. People are taking

notice of these women, giving them the respect they deserve.

Draftfcb Ulka has crafted a benefit-led positioningskin that lies

about your age for the brand. It was based on a universal insight

that looking younger than their age is a big high for women. The

creative idea of a mother being mistaken for someone younger has

remained consistent for the last two decades. The creative

execution, however, has kept pace with the changing times and theportrayal of the Santoor protagonist has consistently been

refreshed and modernised. The success of the brandas Indias

third largest soap today is testimony to the power of the idea.

AD AGENCY:

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The new advertisement takes forward the theme of the brand,

Santoor woman in a mistaken identity situation. The new campaign

focuses on the issue of casting vote.

Draftfcb Ulka creative director Indira Das says, Thenew film is yet

another expression of the brand promise, set in the context of thechanging roles of Indian women. In fact the film ends with the kid

asking the mom, why vote to which the Santoor Woman replies

for your future.

The TVC shows the Santoor woman entering a voting booth, to cast

her vote. However, she is stopped for age proof.

Unveil this new identity and create some sense of excitement

over the new Santoor, Draftfcb Ulka, Bangalore, has created a

magnum opus. The ad showcases beautiful women of today, from

different walks of life a photographer, a choreographer, an

executive, a musician and many more all coming together to

unveil the new sunehra Santoor.

On the eve of its 25th anniversary, Draftfcb Ulka has created a

new identity for the brand with a new logo and a new pack. It

was an opportunity to modernize the brand, make every

Santoor user feel proud about the brand and appeal to a wider

audience. It was also an opportunity to do something different,

while adhering to the brands core values of offering younger

looking skin.

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http://www.indiantelevision.com/mam/headlines/y2k9/apr/aprmam46.phphttp://www.indiantelevision.com/mam/headlines/y2k9/apr/aprmam46.phphttp://www.indiantelevision.com/mam/headlines/y2k9/apr/aprmam46.phphttp://www.indiantelevision.com/mam/headlines/y2k9/apr/aprmam46.php


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Incumbent agencies on WCCLG are DDB MudraMax andZenithOptimedia." they are extremely happy to partner Wipro and work

on some amazing and growing brands. Wipro is one themost trusted brands and known for adapting to a changingworld and consumer needs; they are keen to work closely

with their leadership team in managing this change."The media spend of all the brands of WCCLG is estimatedto be upwards of Rs 150 crores.Wipro Consumer Care and Lighting (WCCLG), abusiness unit of Wipro Limited, has a range ofconsumable commodities. The first product to be

introduced by WCCLG was vegetable oil, laterpopularized under the brand name 'SunflowerVanaspati'. It offers personal care products, such asWipro Baby Soft and Wipro Safe wash, toilet soapslike Santoor and Chandrika and international brandslike Yardley. Its portfolio oflighting solutions includesproducts like SmartliteCFL, LED and emergency

lights.

Lodestar um ad agency:-Following a multi-agency pitch, Wipro Consumer Care &Lighting (WCCLG) has consolidated the media duties foralmost all of its brands with Maxus. Lodestar UM, which hadbeen on WCCLG's roster, will continue to handle the 25-yearold Santoor brand

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http://www.indiantelevision.com/mam/headlines/y2k12/aug/augmam42.phphttp://www.indiantelevision.com/mam/headlines/y2k12/aug/augmam42.phphttp://www.indiantelevision.com/mam/headlines/y2k12/aug/augmam42.phphttp://www.indiantelevision.com/mam/headlines/y2k12/aug/augmam42.phphttp://www.indiantelevision.com/mam/headlines/y2k12/aug/augmam42.php


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Lodestar UM has retained the mandate for brandSantoor, which the company had earmarked for amassive relaunch this year.

WCCLG, a business unit of Wipro, has a profitablepresence in the branded retail market of toilet soaps, hair

care soaps, baby care products and lighting products. Itis also a key player in institutional lighting in specifiedsegments like software, pharma and retail.

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COMPETITORS

At LUX, we are proud to tell our age! We have been creating

exquisite beauty products since 1925 when Lux launched the

worlds first mass market beauty bar, made like the costliest

French soap. Since then, Lux has been associated with over 400 of

the worlds most glamorous actresses from Hollywood legends like

Elizabeth Taylor, Audrey Hepburn, and Grace Kelly, to Bollywood

Royalties such as Ashwarya Rai and Katrina Kaiff.

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This soap has been manufactured since 1916when Nalvadi Krishna raja Wodeyar, the king ofMysore setup the Government Soap Factory in Bangalore.

Mysore Sandal Soap is a brand ofsoapmanufacturedby the Karnataka Soaps and Detergents Limited (KSDL),a company owned by theGovernment of KarnatakainIndia.

The main motivation for setting up the factory was theexcessive sandalwood reserves that the Mysore Kingdom had

which could not be exported to Europe because of the First World

War

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http://en.wikipedia.org/wiki/Nalvadi_Krishnaraja_Wodeyarhttp://en.wikipedia.org/wiki/Mysorehttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Soaphttp://en.wikipedia.org/wiki/Government_of_Karnatakahttp://en.wikipedia.org/wiki/Sandalwoodhttp://en.wikipedia.org/wiki/Mysore_Kingdomhttp://en.wikipedia.org/wiki/Europehttp://en.wikipedia.org/wiki/First_World_Warhttp://en.wikipedia.org/wiki/First_World_Warhttp://en.wikipedia.org/wiki/First_World_Warhttp://en.wikipedia.org/wiki/First_World_Warhttp://en.wikipedia.org/wiki/Europehttp://en.wikipedia.org/wiki/Mysore_Kingdomhttp://en.wikipedia.org/wiki/Sandalwoodhttp://en.wikipedia.org/wiki/Government_of_Karnatakahttp://en.wikipedia.org/wiki/Soaphttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Mysorehttp://en.wikipedia.org/wiki/Nalvadi_Krishnaraja_Wodeyar


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In 1988 the soap was among the top five selling brands in

India, with a market share of 8.9%.As of 2001, the brandwas worth 75 crores and belonged to Henkel-SPIC . As of2003, the brand was relaunching new products focused on the

younger demographics and had a market share of close to 2% of

the premium soaps segment in India. Margo represents a

heritage which has been passed on to generation after

generation, since 1920. Margo has become a household name

across India, through its unique anti-bacterial property, which

stems from pure Neem oil. Neem has been a part of the Indian

tradition for ages, as a natural anti-bacterial agent, useful in

curing and preventing several ailments

Margo is a brand of soap manufactured in India. The soap

has Neem as its main ingredient . The soap was manufactured

by Calcutta Chemicalsand was launched in 1920.

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http://en.wikipedia.org/w/index.php?title=Henkel-SPIC&action=edit&redlink=1http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Neemhttp://en.wikipedia.org/w/index.php?title=Calcutta_Chemicals&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Calcutta_Chemicals&action=edit&redlink=1http://en.wikipedia.org/wiki/Neemhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/w/index.php?title=Henkel-SPIC&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Henkel-SPIC&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Henkel-SPIC&action=edit&redlink=1


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Santoor , India's third-largest soap brand, became the first

brand of Wipro's consumer products division to cross

revenue of Rs 1,000 crores in a year in 2011-12, powered by

a spurt in rural demand and extensions into deodorants and

Handwash. The sandalwood soap brand grew 20% in

volumes in the fourth quarter, helping Wipro Consumer Care

and Lighting post 25% increase in revenue at Rs 907 crores.

Santoor is a super brand that has build itself to a Rs 500

crores brand with its own strength and not piggy banking on

any celebrity. The brand is facing tough competition from

heavy weights and is now seeking support from outside to

stay as a leading FMCG brand.

MARKET ANALYSIS:

MARKET ANALYSIS

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MARKET STARTEGY:

SEGMENTATION:GEOGRAPHIC: Urban and semi urban females

DEMOGRAPHIC:

CLASS: Middle and upper middle class

GENDER : Female

AGE: 25 35 yrs

PSYCHOGRAPHIC: Beauty conscious people tend to buy

at any cost as they care for there skin.

BEHAVIOR:

BENEFITS:

It is a soap made with natural ingredient , sandal & turmeric so

it is trustworthy.

Easily Available every corner

Many offers are there on buying santoor soap.

Variety as well as women can look more younger now.

OCCASSION:

There are no occasion to use daily product brand . so there are

no such occasion for santoor too.

Wants to look young

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POSITIONING:

TAGLINE:

UMAR KA PATA HI NAI CHALTA

THE SECRET OF YOUNGER LOOKING SKIN

USP: Best quality at affortable price

Santoor promises younger looking skin. The promise is through

natural ingredients like Chandan and Haldi which have

traditionally been considered as good for the skin.

TARGETING:

TARGET MARKET : WOMEN/HOUSEWIFE S

TARGET AUDIENCE : 25-35 YRS

WOMEN/HOUSEWIFES OF MIDDLE CLASS OF URBAN CITIES.

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STRENGTH WEAKNESS

OPPORTUNITY THREAT

Santoor is one of the top soap

brand in India. At all- India level

santoor continues to be a the

third largest soap brand.

Santoor is now no. 1 soap brand

in south India with good

advertising and marketing.

It is a truly unique soap that

combines the goodness of natural

ingredients

There are variant flavors.

Its smell good and a skin care

product.The Santoor woman now rubbed

shoulders with celebrities Saif Ali

Khan and Madhavan in the ads.

Limited market value share

due to stiff competition in the

premium Price soap.

Rural penetration is limited.

Santoor soap only targeted

for women/ housewife's .

Just an orange soap forcustomers.

The theme of ageless skin

with protagonists mother and

daughter in all TV

advertisement 20 years back,

has remained constant overthe years.

Need to tap rural market bylaunching small sizes.

One of the fastest growing brand

and can go for global expansions

Tie up with cooperates and

hotels chains.

Large market share so strong

hold over the market.

Cuts throat competitions fromDomestic soap brands

Less scope of expansions.

Switching costs are low.

New entrance of soap brands.

SWOT ANALYSIS

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CREATIVE STRATEGY

BRAND AWAERNESS : the new santoor & create excitement around

the new logo, a golden flower & what its stands for-everlasting

natural beauty. The company wanted to up the user imagery &

brand imagery & so as to appeal to a wider & up market audience.

In the media mix will be using mainstream television channels,

print, outdoor,& digital media to promote the relaunch.

COMMUNICATION OBJECTIVE:

Benefits to target audience:

It is a soap made with natural ingredient , sandal & turmeric so itis trustworthy.

Easily Available every corner

Many offers are there on buying santoor soap.

Wants to look young

Promote the benefit i.e. Santoor makes one look younger with

support for the proposition coming from the stress on ingredients

viz. sandalwood and turmeric. Another objective of the campaign

was to narrow down the broad theme of skin care to younger

looking skin

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In past they gave completeinformation about Product and

make them aware Through tvcs ,

print ads . Ads were shown at

women watching channels and

between daily soap. The old ads

also had the catchy jingles to drawattention.

They were providing various offer andgarb women

Interest on ads based on one theme

younger looking skin

& done many campaign to promote it

Santoor created a desire for the product

creating a desire for something no other

soap brand can offer younger looking skin

by targeting the housewife/women. They

also relaunched product with changing it

shape, size & packaging to attract .

The combined factor lead to the product highly

successfully. The product went through all thre

stages of communicating its message

Clearly & perfectly. Hence action is taken place

by purchasing it.

ACTION

DESIRE

INTEREST

ATTENTION

COMMUNICATION MODEL

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The ad objective of santoor at that point was to provide

ads that gad a strong influence on the target audience. To

creating product awareness, interest, desire and finally

lead to action.

It even went to to use a celebrity , i.e saif ali khan and

Madhavan in order to increase its popularity.

The communication makes to current consumer feel good

about her brand choice by portraying up market &

sophisticated women of substance the communication

also aims to attract new users.

ADVERTISING OBJECTIVE:

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MEDIA STRATEGY

MEDIA SELECTIVITY

Television, commercial & print media have been the main

mediums used by Wipro for the promotions of santoor

All the tvcs ads based on one theme i.e. the younger lookingskin constantly from 20 years.

& the rememberful jingle, slogan & tag line.

There are very less ads of print media .

MEDIA SCHEDULING

Santoor have been using both pulsing & flighting strategies

for promoting the product .In the initial period,

Pulsing was the way of promoting the product as it was in

the launch period. However after the introduction of

competition in the market

& also the fall in demand made them shift from pulsing toflightning strategy.

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SURVEY ANALYSIS

Q.1Do you use soaps for every bath/ shower? (consumer interest)

YES

NO

Q.2Which kind of bath soaps do you like?(consumer choice)

FOAMY

THICK LETHER

TRANSPARENT

MILKY

COLORED

GLYCERIN

MEDICINAL

NEEM

SANDAL

NONE

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Q.3What is the maximum price you spend for standard sized

bath soap?(consumer budget)

ABOVE

50

BELOW

50

Q.4Do you recall any ads of santoor?(recall value)

yes

no

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Q.5Where you santoor soap users in the past?

(consumer knowledge)

YES

NO

Q.6If no, it is because

LACK OF AWARENESS

LACK OF AVAILABILITY

YOU FIND IT EXPENSIVE

YOU DON'T LIKE THE PRODUCT

OTHERS

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Q.7You came to know about santoor soap from?(reach)

NEWSPAPER

ADVERTISEMENT

RADIO

TVADVERTISEMENTS

WORD OF MOUTH

Q.8Does ad prompt you to purchase santoor soap?(like/dislikes)

YES

NO

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YES

NO

YES

NO

Q.9Do u remember any jingle or tagline of santoor?

(recall value of jingle/tagline)

Q.10Have you tried new variants of santoor soap after viewing the

advertisements?(strength/weakness)

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Q.11Which of the offers available influence you the most to

purchase santoor soap? (consumer benefits)

DISCOUNTS OFFER

BUY ONE GET ONE

FREE

COMBO PACK

NONE

Q.12

Which type of santoor soap you like the most?(likes/dislikes)

SANDAL AND

TURMERIC

SANDAL AND

ALMOND MILKGLYCERINE

HONEY AND

APRICOT

NONE

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Q.13How frequently you purchase santoor soap?

(consumer action)

EVERY WEEK

EVERY MONTH

OCCASIONALLY

NEVER

Q.14

Based on your experience rank the Santoor's advertisement?(product rating)

VERY GOOD

GOODAVERAGE

LOW

VERY LOW

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Q.15Do u think if ads are shown continuously it will help the

product?(suggestions)

YES

NO

Q.16If santoor is re-launching more new variants flavor would your

current product to santoor?(to get an idea developing products)

YES

NO

MAY BE

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NEW MARKET ANALYSIS

GEOGRAPHIC:-Rural area ,urban area, metro city

DEMOGRAPHIC:-

Class:-middle class, higher class

Gender:-Male/FemaleAge:-10 to 40 years

PSYCHOGRAPHIC:

Now It is for family not only for women/housewife so she can

shop for whole family care.

It is made with goodness of natural ingredient,sandal & turmeric so its good for kids also.

BEHAVIOR:

BENEFITS:

It will not affect on skin as it is made with natural ingredientsEasily Available every corner { shops, malls }

SEGMENTATION:

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OCCASSION:

It can be use regularly twice a day so there is no specific

occasions for soap.

LOYALTY:

As there are many competitor of Santoor we are coming up with

new targeting market that is whole family. So we create a loyalty

of the product.

It is a soap made with natural ingredient , sandal &

turmeric so it is trustworthy.

There are variant of flavor so a kid enjoys its.

Its transparency of glycerine shows clean and care for kids and

man.

As it is made with sandal, turmeric, almond milk ,glycerine,

honey and apricot is health care and beauty for whole family.

Many offers are there on buying santoor.

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POSITIONING:

TAGLINE : CHAYA PARIVAR PE GEHRA NOOR,

AAGAYA HAMARA NAYA SANTOOR

USP : A family care combined with goodness of natural

ingredients.

TARGETING:

TARGET MARKET : ENTIRE FAMILY

TARGET AUDIENCE :

MALE /FEMALE BOTH AGE FROM 10-40 YRS .

WOMEN,KIDS AND MENS OF MIDDLE,UPPER MIDDLE CLASS AND HIGH CLASS OF

BOTH RURAL AND URBAN AREAS.

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NEW SWOT ANALYSISSTRENGTH WEAKNESS

Santoor is one of the top soap

brand in India. At all- India level

santoor continues to be a the third

largest soap brand.

Santoor is now no. 1 soap brand

in south India with good

advertising and marketing.

With goodness of naturalingredients with variant flavors.

High recall value of santoor

jingle.

Transparency of the soap is

shown as a sign of purity of the

soapGlycerin content is a sign of the

gentleness in the soap

Limited market value share

due to stiff competition in the

premium Price soap.

Rural penetration is limited.

Santoor soap only targeted fo

women/ housewife's .

The theme of ageless skin is

constantly shown.

.High raw material costs for th

soap leads to higher selling

price.

Previous failed re-positioning

may cause confusion.

Male audience may perceivesantoor as a soap of women.

OPPORTUNITYBig untapped market in rural areas.

Santoor come up with more variant

One of the fastest growing brandnd can go for global expansions

Tie up with cooperates and hotels

hains.

Large market share so strong hold

over the market

Coming Ads shown target ofamily.

New competitors coming up in

the market offering same values

at reasonable price

Any changes to product

formulation can lead to downfa

in market share as people

oppose to buy the product.

Low share value(can reduce

further)

Male audience may or may noaccept.

THREAT

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NEW CREATIVE STRATEGY

COMMUNICATION OBJECTIVE

Our objectives is to give complete information about

product and work for their benefits as per their

requirement. So in the media mix will be using

mainstream television channels, print, outdoor, free

sampling and radio advertising to get our product

known both in rural and urban areas and to attract new

consumer by best quality and afforatable price for their

whole family.

Provide them benefits for the family

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TTENTION

order to grab attention, different mediums will be used like TVommercials, print ads in newspapers & hoardings in both urban

Rural areas & internet ads & web site will be Created, since the

roduct is being relaunched Informative advertising will be used & the

ew usp will be portrait. The jingle will remain same as before Bit a

ght change i.e. Chaya parivar pe gehra noor aagaya hamara naya

antoorNTEREST

nce the target audience includes individual between ages of 10-40yrs

ale & female both we will provide free samples such as paper soap o

antoor, Offering special offers & winning prizes like to get a chance to

eet a celebrity Will stuck the people more to the product.

ESIREhe presence of natural ingredients such as Sandal , turmeric, honey,

pricot ,almond milk & glycerine which Has a great benefit for the skin

are for the entire family. The colorful & Attractive packaging will creat

esire in the mind of the people.

CTION

y all this positive features & care of family will tend the people to buy

he product Resulting as their action

NEW COMMUNICATION MODEL

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ADVERTISING OBJECTIVE

The ad objective of santoor at that point was to provide

ads that gad a strong influence on the target audience. To

creating product awareness, interest, desire and finally

lead to action.To make ads more interesting we will make celebrity as a

brand ambassador and show ads on male also so they

dont think santoor as a women soap.

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NEW MEDIA STRATEGY:

MEDIA SELECTIVITY

Television commercials, print media, radio & internet will be themediums used

For the promotion of santoor. Although the tvc's & print ad were

used earlier as well,

For relaunch complete new concept will be thought of as well as

bringing back the creative jingle.

Tvc's will focus on the variety of flavors & target of family of thesoap.

Print ads (hoardings, bill boards & newspaper ads) with the new

packaged of the soap will be distributed

& advertised. The famous jingle will be re-established in the minds

of the people through radio broadcast..

As more & more people are becoming tech savvy, internet will beused to fullest for the promotion of santoor.

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MEDIA SCHEDULING

To create a long lasting about santoor in the minds of the people

the continuous advertising method will be used.Regular Tvcs will be telecast in the prime time slots; radio jingles

will be played during a day to maintain the recall value.

Also print ad on regular basis will be placed in popular tabloids.

Internet ads will be also updated & changed continuously for it to

be more consumer

Friendly & attractive. Regular broadcasting will help create aconstant image about the product in the minds of the people &

increase the demand for the

Product.

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NEW MEDIA MIX

In order to successfully re-launch the brand santoor, the careful

and creative use of an advertising will put into place.

As there are already TV ads and print ads of santoor we will

bring more creativity in it by bringing celebrity and showing

male and kids as it is targeted to family.

OUTDOOR ADVERTISING:Hoarding must be put allover in cities, town and villages with

colorful and creative with informative.

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PRINT ADS:

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GHANSHAMDAS SARAF COLLEGEQUESTIONAIRE SANTOOR SOAP

NAME:AGE:PROFESSION:MONTHLY INCOME:Q 1: Do you use soaps for every bath/ shower?

(Consumer interest) Yes No

Q 2: Which kind of bath soaps do you like? (Tick as many you

think appropriate) (Consumer choice)

Foamy Thick lather

Transparent Milky Colored Glycerin

Medicinal Neem Sandal None

Q 3: What is the maximum price you spend for standard

sized bath soap ? (Consumer budget)

Ans: ___________________________________________

QUESTIONAIRE

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Q 6: If no, it is because:

Lack of awarenessLack of availabilityYou find it expensiveYou dont like the productOthers...

Q 7: You came to know about santoor soap from? (Reach)

Newspaper advertisementsRadioTV advertisementsWord of mouthPoint of saleOther source

Q 8: Does ad prompt you to purchase santoor soap?

(Likes/dislikes)YesNo

Q 5: Were you santoor soap users in the past? Do u still use it?

(Consumer knowledge)Ans:_____________________

Q 4: Do you recall any ads of santoor?

Please describe briefly. (Recall value)

Ans: ____________________

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Q 11: which of the offers available influence you the most to

purchase santoor Soap? (Consumer benefits)Discounts offer

Buy one get oneCombo pack

None

Q 12: Which type of santoor Soap you like the most?(Likes/Dislikes)

Sandal & turmericSandal & almond milkGlycerineHoney & apricot

None

Q 9: Do u remember any jingle or tagline of santoor? If yes whatis it? (Recall value of jingle/tagline)Ans: _______________________________________

Q 10: Have you tried new variants of santoor soap after viewing

the advertisements? (Strength/weakness)

YesNo

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Q 14: Based on your experience rank the Santoors

advertisement? (Product rating)5-very good4-good3- average2-low1-very low

Q 15: Do u think if ads are shown continuously it will help the

product? (Suggestions)YesNo

If yes what should be the changes?Ans: ___________________________________________

Q 16: If santoor is re-launching more new variants flavor would

u switch your current product to santoor?

(To get an idea developing product)Yes

NoMay be

Q 13: How frequently you purchase santoor Soap?

(Consumer Action)

Every WeekEvery fortnightEvery monthOccasionallyNever

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santoor ( marketing project )

Documents