Re - Branding of failed product in Pakistan ~

KASBIT

Final Project

Brand Management

Submitted by:

1. Majid Bashir 4750

2. Salman German 5262
3. Nazir ul Haq 4712
4. Younus Farooq 4719
5. Binish Abid 4854

Date: Sunday, February13, 2011

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TABLE OF CONTENTS

Content Page no
Chapter 1 INTRODUCTION
About Our Company 04
Our Purpose 04
Our Commitment 04
Principles 04
History 04
SWOT analysis of P&G: 05

Chapter 2 BACKGROUND OF FAILED PRODUCT CAMAY SOAP

Failed Product description and details 07
Product Failure in Pakistan 07
Competitors Analysis of Pakistani Market 07

Chapter 3 RELAUNCH OF CAMAY IN PAKISTAN

Camay care 08
Product features 09
Marketing mix for “Camay Care” 09

(A) Camay Care Glitter 10

(B) Camay Care Menthol 10

Market Segmentation 11
Targeting 11
Pricing strategy 11
Placement & distribution channels 12
Positioning our product 12
Promotion 13
Marketing 13
Sales forecasting 13

Chapter 4 CONCLUSION 14

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EXECUTIVE SUMMARY:
Camay was beauty soap. It was a scented body and hand soap which was available in different scents.
Camay gradually lost its popularity because customers complained that it is a highly soluble soap and is
consumed a lot, therefore it is not suitable. Its different scents weren’t even contributing much to its
popularity. Hence, we have done the re-branding of Camay and named it as Camay Care.

For its rebranding, we marketed such features of our product which is completely according to the need
of the consumers. As soaps are such products that are important for the clean and healthy skin, For
example, our product is suitable for all skin types. Whether the skin is dry, oily or even if it is sensitive,
our product is suitable for all. Besides, it is beneficial for the acne skin too. Certain moisturizing soaps
just penetrate into those skin pores that need to be moisturized, but our soap penetrates into all skin
pores and cleans them.

Target audiences of our products are mainly teenagers and kids but everyone can use it. Because you
are never too old to use soaps. Besides, it is for those who are skin conscious or have acne problem or
rough skin. For its pricing we have created a method of “price skimming” that is bringing a product with
high rate in market for a short period of time. Because people would pay a high price for a product
which is valuable. Prices would be reduced when its demand falls.

All in all P&G’s new product “Camay Care” is suitable for all skin types. It is a soap which is perfect for
everyone. It gives skin a fresh and healthy look.

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Chapter 1:

INTORDUCTION

About Our Company

Procter & Gamble Co is a Fortune 500, American global corporation based in Cincinnati, Ohio,
that manufactures a wide range of consumer goods. As of 2008, P&G is the 6th largest
corporation in the world by market capitalization and 14th largest US Company by profit. It is
10th in Fortune's Most Admired Companies list (as of 2007). P&G is credited with many business
innovations including brand management, the soap opera, and "Connect & Develop" innovation.

According to the Nielsen Company, in 2007 P&G spent more on U.S. advertising than any other
company; the $2.62 billion it spent is almost twice as much as General Motors, the next
company on the Nielsen list. P&G was named 2008 Advertiser of the Year by Cannes
International Advertising Festival.

Three billion times a day, P&G brands touch the lives of people around the world. Our corporate
tradition is rooted in the principles of personal integrity, respect for the individual and doing
what's right for the long-term.

Our Purpose
We will provide branded products and services of superior quality and value that improve the
lives of the world's consumers, now and for generations to come. As a result, consumers will
reward us with leadership sales, profit and value creation, allowing our people, our shareholders
and the communities in which we live and work to prosper.

Our Commitment
Improving the lives of consumers worldwide is about more than just great products. It's about
taking responsibility for improving our communities around the world through the work we do,
as a Company and as individuals.

Principles
We show respect for all individuals. The interests of the company and the individual are
inseparable. We are strategically focused in our work. Innovation is the cornerstone of our
success. We are externally focused. We value personal mastery. We seek to be the best. Mutual
interdependency is a way of life.

History
In 1837, Procter and Gamble was founded in Cincinnati by William Procter, a candle maker, and
brother-in-law Gamble, a soap maker. Their joint venture started one of the most influential
companies in all American industry. The company's first product was Ivory soap, introduced in
1879.

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For generations, Procter and Gamble has been built by scientists and consumer researchers; the
latter finding out what the public wants and needs, and the former improving upon old products
or inventing new ones to match these needs and desires.

Several products were developed during the time period when William Procter's son, William
Alexander Procter, took over the company (1890-1907.) William Cooper Procter began working
in the company in 1883 and served as president of the company from 1907-1930. During this
time, the company's sales rose from $20 million to $200 million. This was a period of growth in
which the company built several plants: five in the United States, one in Canada, and one in
England.

William Cooper Procter was a pioneer in many labor relation reforms. Procter and Gamble
became the first American company to give half holidays on Saturdays and set up a profit-
sharing plan in the same year. Company policy was reworked in 1920, so that all employees
were guaranteed 48 weeks of work per year. Other firsts include a disability pension plan, a life
insurance plan, and employee representation on the board of directors.

Today, P&G; goods are found in 98 percent of all American households. With additional
products are sold worldwide, from the Arabian Peninsula to Argentina to India, the company
remains committed to marketing superior products.

SWOT analysis of P&G:

P&G is a Global Company reaching out to almost 82 countries. A specialized company with a
singular, steadfast focuses on the advancement of skin care and other consumer goods around
the globe. It has a very strong global brand image. Since products of P&G have been used for
more than 150 years, thus the brand loyalty among its buyers does exist.

P&G’s goal is simple, improving the quality of human life by providing high quality, safe and
effective FMCGs, therefore making life easier for so many people around the globe.

Strengths:
The biggest strength of P&G as a company is having vast range of skin care
product line including creams, lotions, shampoos, liquid cleansers and etc.
It has a very strong brand name.
Due to its strong brand repute, P&G has a huge customer base.
The customers of P&G are extremely brand loyal and have less tendency of
switching on to some other brand.
P&G are always bringing innovations to sustain its customer base.

Weakness:
The major weakness of P&G is being less innovative than its major competitor
Unilever.
Some of the P&G products have failed in certain geographic areas, as the
research for those products is not conducted in all the geographic areas where

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the product has to be sold. For example, Oil of Olay failed in Pakistan, Camay
failed here as well.

Opportunities:
Some opportunities include the unexplored areas in the markets where P&G can
sell its product.
One of the opportunities for P&G is to invest in the segment for children.
Another opportunity for P&G is to introduce food and beverages for Pakistani
market, keeping in view the tastes and preferences of the people here.

Threats:
Unilever is the biggest threat for P&G as that is the most aggressive competitor
of P&G.
With the advent of new FMCG providers in market with less priced products,
people in markets like Pakistan where due to inflation customers can switch on
to other low price products.
As P&G is operating globally therefore the regulations of Government in
different geographical areas may affect the policies of P&G.
As the world economy is going through the unprecedented economy crisis that
may prove to be a threat for all the businesses being operated globally

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Chapter 2

BACKGROUND OF FAILED PRODUCT CAMAY SOAP

Failed Product description and details:

Camay was rich, creamy beauty soap. Camay was available in different fragrances. Camay was
the name of a scented hand and body soap, made by Procter & Gamble. It was first introduced
in 1926 and marketed as a "white, pure soap for women," as many soaps of the time were
colored to mask impurities. Camay's slogan for many years was "Camay: the soap for beautiful
women." It was later replaced with "For your most beautiful complexion at every age."

Camay is still produced although many stores in the United States and Pakistan do not sell it
anymore, as it has fallen out of popularity in recent years. Since it is still quite popular abroad, in
the U.S. it is often found at immigrant-oriented ethnic stores. For many years, Camay was a
major sponsor of the soap opera Search for Tomorrow.

Camay Soap was introduced in the USA in 1926 and in the UK in 1958. It was one of the first
“beauty” soaps to be marketed in post-war Britain. The brand was seen as a luxurious and
exclusive soap, which provided the ultimate in feminine glamour. In those early days, Camay
became renowned for its use of exclusive French perfume, its pink colour and its rich lather. The
name Camay was derived from the bar's own cameo stamp. "Camay" was coined from the
French word, "camee," which means cameo, the jewel.

Product Failure in Pakistan:

Camay was introduced in Pakistan. Extensive advertisement was done for the products. The
soap was introduced with different scents to ensure variety. But Camay became unsuccessful in
coping up the expectations of the customers. Therefore it was failed.

One of the complaints of the customers was that Camay is highly soluble soap, due to which it is
consumed highly and is not a cost efficient product. Camay failed to compete with Lux, Capri,
Dove, Imperial leather etc. Even the different scents of the product could not contribute to its
success. Customers did not accept such soap and ultimately P&G had to face a decline in the
growth stage of Camay.

Competitors Analysis of Pakistani Market:

Leading Soap Brand Market Share

Lifebuoy 35%
Lux 25%
Safeguard 15%
Other 25%

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Chapter 3

RELAUNCH OF CAMAY IN PAKISTAN

CAMAY CARE
Our product “Camay Care” is a “face wash in a bar”. Soaps are one of the most important
consumer goods in everyday life. The need for such a product is always there. Life is becoming
more and more fast with every passing day and in order to cope with the time limitations people
want products which are easy to use and do not consume time. Our product deals with the
same need of people and is targeted specially towards those people who are good time
managers; “Camay Care” helps people to satisfy their need of looking good within minutes.

Our product is very simple and sophisticated. It will be a core consumer product, which will
provide the consumers with the benefit of clean, healthy, shiny skin with relative ease and
comfort. The product will be available in various types. Product will be available in diverse packs
according to scents, and will be an economical product. Price of the product will be slightly
higher as compared to the normal soaps, but still the value provided to the customers will be
more as compared to the costs they will incur. To conclude, our product will provide the
customer with great benefit of clean, healthy, shiny skin with ease, comfort and relieve from all
everyday skin problems.

PRODUCT FEATURES
Moisturizing soap that only penetrates into those skin pores that require to be
moisturized and leaves the rest, thus a customized approach for every skin. Sensitive
skin becomes more resistant to damage, creating a healthy look and soft feel. A
solution to all acne problems and other abnormal "plugging" of pores, leaving skin free
of blemishes and marks. Choosing the appropriate skin care products can be confusing
and difficult. But this is Gentle enough for daily use, on both dry and oily skin types
Medicated product creates a lasting effect on the skin.

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MARKETING MIX FOR “CAMAY CARE”:

Not simply nice to look at but even nice to smell and use! We have identified 3 unusual flavors
to market the varied choices of the users. Our product is not the typical everyday medicated
soap, it is a medicated soap which is fun to look at and fun to use and it is first of its kind that’s
why it will have an advantage of a first player. If we would have tried coming as the traditional
medicated soap we would have incurred quite some serious difficulty trying to convince people
that we are better than the rest. When our customers would think ‘medicated soap from P&G’
they would think Glitter and Menthol flavoured. Most of the medicated soaps in the market
smell pretty bad, but our soap gives the most seducing aromas ever, making it quite popular
amongst people.

(A) CAMAY CARE GLITTER

Camay Care Glitter is derived from natural herbal extracts which contain vitamins the unique
combination between Glitter and bisabolol have moisturizing and soothing effects frequent use
will leave your skin feeling soother, fresher and acne free skin.

Product Features
Sodium Palmate, Coconut Oil, Glycerine, Glitter, EtidronicAcid, Sodium Hydro Sulphite,
Frgrance, Tetra Sodium, EDTA Titanium Dioxide Water.Ci19140, NaOH.

The glitter particles will merely be an attraction for the young girls which will turn into soap and
not remain as glitter. The glitter flavored soap would be really pretty_ shiny and sparkly but a
highly effective medicated soap trying to cater to the personalities of people who like fun things
like glitter.

(B) CAMAY CARE MENTHOL:

The menthol flavor caters to the tastes of people who like traditional stuff like peppermint. It
has been an object, which the entire family consumes regularly and thus this soap too is meant
for people of all ages playing any role in a family because you’re certainly never too old for
peppermint.

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MARKET SEGMENTATION
To get a product or service to the right person or company, a marketer would firstly segment
the market, then target a single segment or series of segments, and finally position within the
segments

Segmentation is essentially the identification of subsets of buyers within a market who share
similar needs and who demonstrate similar buyer behavior. The world is made up from billions
of buyers with their own sets of needs and behavior. Segmentation aims to match groups of
purchasers with the same set of needs and buyer behavior. Such a group is known as a
'segment'.
Segmentation is a form of critical evaluation rather than a prescribed process or system, and
hence no two markets are defined and segmented in the same way There are many ways that a
segment can be considered. For example, the auto market could be segmented by:

• By geography
Such as where in the world the product was bought our product would be customized
for Asian skin types. It would be a local product available only in Pakistan, developed
especially to work wonders on the Asian skin type.
• By psychographics
Such as lifestyle or beliefs People with a certain lifestyle would want to buy an expensive
medicated soap not every Tom Dick and Harry would do that. Thus our segment if
considered psycho graphically would target people whose beliefs and attitudes are
shaped by popular culture and they fall prey to what the television says pretty easily.
• By socio-cultural factors
Such as class does play a part in the acceptance of such products in your life. People
from the upper class and upper middle class would be ready to buy our soap because it
is not acceptable to people with a low income to splurge on such luxuries as medicated
soap.
• By demography
Such as age, sex, and so on. Mostly females are conscious about their skin, and males
prefer not to use products with the stereotypical ‘beauty’ attached to it. Since its not a
beauty soap but a medicated soap hence males would accept the usage of Camay Care
more readily. The age of our segment is the teenage age group when you encounter so
many overwhelming changes that you desperately try out everything and anything
which would solve their problem. We would satisfy them and solve their problem so
that they would keep on using our product with loyalty.

TARGETING
Targeting is the second stage of the segment, target, positioning process. After the market has
been separated into its segments, the marketer will select a segment or series of segments and
'target' it/them. Resources and effort will be targeted at the segment. It's like looking at a
dartboard or a shooting target. You see that it has areas with different scores - these are your
segments. Aiming the dart or the bullet at a specific scoring area is 'targeting'.

Camay Care the face wash in a bar is perfect for:

• Kids
• Teenagers

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• People conscious about their skin

• People troubled by acne
• People wanting a trustable soap for their skin
• People troubled by too many harmful chemicals in the products they use
• People looking for a fun soap which would brighten their day
• People who want nice smelling medicated soaps

This product is basically targeted at kids and teenagers but people in the entire household can
use it. People who are afraid to use medicated soaps because of the chemicals present in them
would feel pretty comfortable with the friendly attire of Crystal. It's also a great product for
those who have to use a medicated soap because they have blemishes, acne or blackheads, they
would treat their unfriendly problems with a soap which looks friendly.

PRICING STRATEGY
We will use the “price skimming” strategy. The practice of ‘price skimming’ involves charging a
relatively high price for a short time where a new, innovative, or much-improved product is
launched onto a market. The objective is to “skim” off customers who are willing to pay more to
have the product sooner; prices are lowered later when demand from the “early adopters” falls.
The main objective of employing a price-skimming strategy is, therefore, to benefit from high
short-term profits, due to the newness of the product, and from effective market segmentation.

•A highly innovative product will be launched; research and development costs are high, as are
the costs of introducing the product to the market via promotion, advertising etc. In this case,
the practice of price- skimming allows for some return on the set-up costs
•Charging initial high prices will allow the firm the luxury of reducing them when the threat of
competition arrives. By contrast, a lower initial price would be difficult to increase without
risking the loss of sales volume.

PRODUCT PRICE
One of the most important decisions in marketing is price. This is because price is believed to
have impact on sales volumes. If the price is too high and the market is competitive, sales may
be correspondingly reduced. The main reason for the importance of price is that it is one of the
main variables that determine the profit. The profit per unit is equal to the price less the total
cost of producing that unit.

Profit = Price - Cost

The retailed price computed for “Camay Care” the soap is Rs 40.05. These computations are
based on the market study, consultancy from the retailers and the suppliers.

PLACEMENT & DISTRIBUTION CHANNELS :

A distribution channel is defined as: “Elements of the system of delivery of merchandise to
customers from the manufacturer or wholesaler, including retailers, brokers, and shipping
companies; also includes discussions of store merchandising and cross- merchandising.”
The 'distribution system' refers to the entire marketing process, and not just the physical
product distribution. It is a set of interdependent groups and individuals concerned with
transferring specific goods or services from the original producer or supplier to the final user or
consumer.

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Distribution channels are essentially sets of relationships where the parties involved have to:
Know each other's aims, policies and procedures
Be aware of their planning horizons and management styles
Be willing to accept tasks as well as impose them on others

The most effective distribution channels are those where the distributor's interests are made to
coincide with the producer's interests. Before any commitment is made, the producer needs to
be certain of the distributor's business aims, attitudes and customer franchise.

It pays to remember that your distributors are customers too, and have the option to buy
elsewhere. Distributors may take on some or all of the tasks involved in getting goods or
services from the producer's door to the consumer’s threshold. Transferring part of the
company’s image to the distributor implies that decisions taken by the middleman must be
reviewed and should be of a long-term nature.

POSITIONING
Positioning is undoubtedly one of the simplest and most useful tools to marketers. After
segmenting a market and then targeting a consumer, you would proceed to position a product
within that market. Positioning is all about 'perception'. As perception differs from person to
person, so do the results of the positioning map e.g. what you perceive as quality, value for
money, etc, is different to my perception. However, there will be similarities. Products or
services are 'mapped' together on a 'positioning map'. This allows them to be compared and
contrasted in relation to each other. This is the main strength of this tool. Marketers decide
upon a competitive position which enables them to distinguish their own products from the
offerings of their competition (hence the term 'positioning strategy'). The term 'positioning'
refers to the consumer's perception of a product or service in relation to its competitors. You
need to ask yourself, what is the position of the product in the mind of the consumer?

POSITIONING OUR PRODUCT

Current Position:
Currently our company is one of the leading pharmaceutical companies and any product we
launch will automatically have medicated attached to it because that’s what we do basically.
Thus we will not try to tell our consumers what they already know but would stress about the
fact that our soap is satisfying to our customers.

Future Target Position:

We will tell them what they do not know about us. We will tell them that our soap is not just
medicated, but its also fun to look at, good to smell and when you use it you get the added
benefit of crystal clear skin along with all these qualities.

Main Competition:
We have to compete with companies who make medicated soaps and medicated face washes
because our bar has the qualities of a face wash in it. The companies who make beauty soaps
will also be tough competition because people will need to be convinced to use medicated
soaps instead of regular everyday soap products. Other medicated soaps manufacturers who
have been in the market before us.

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Resources:
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 not
ventured into before; this would in turn increase our market share.

Survival in tough situation:

Definitely; as no venture, guarantees instant success no matter how good the idea is and how
perfectly you implement it. You always encounter some setbacks on the road to acceptance and
P&G is ready to face those challenges for whatever time it is necessary.

Packaging:
Nothing beats an external appearance that says "inside this package is a person as healthy and
glowing as the wrapping itself.” We have chosen a simple packaging for this product yet
attractive. A packaging should be able to turn heads but then again it should not be superficial.

PROMOTION
P&G promotes its products in a variety of ways. Camay Care will be promoted by using the
mediums of television, newspaper and radio. Camay Care’s advertising depends upon the target
market i.e. Camay Care focuses on teenagers which is why the main focus of advertisements
would undoubtedly be teenagers. Teenagers with wonderful skin shall model for our product in
order to attract the teenage community. A promotion can only be successful if it relates directly
to the target market. It is thus imperative for us to use young teenagers who have clear acne
free skins to help us launch our product by working for our advertisements. Billboards outside
schools, colleges, universities, net cafés and even the tuition centers shall be a good
promotional strategy

MARKETING:
After developing our product we did its test marketing and gave the sample products to our
employees to know its results. We also did test marketing outside the schools, collages, and
universities. Result was positive and our product is ready for entering in the market.

SALES FORECASTING
Sales forecasting is the process of organizing and analyzing information in a way that makes it
possible to estimate what your sales will be. In order to live in this world of cutthroat
competition, everyone tries to work really hard and with full commitment day and night. As, life
is becoming more and more busy so everyone finds it very difficult to get some time from the
very busy schedules for themselves. We used qualitative methods to find out how much
revenue we would generate from the introduction of “satisfaction”.

The primary methods used include:

• Survey of buyers’ intentions
• Expert opinion
• Composite of sales force estimates

These methods showed that we would generate considerable revenue, since this is a new
product in Pakistan, it does not have any direct competition, and there is a great need of it
among the consumers in the niche market we are going to target.

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Chapter 4

CONCLUSION
P&G’s new product “Camay Care” will definitely create a great impact in the environment.
“Camay Care” is a soap, which transports consumers by the sea and leaves your skin fresh. It
also gives teenagers finally a chance to get rid of their acne problems and have a clear fresh skin
cheaply by not a face wash, not a cream but by soap.

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