MARKETING PLAN

EMAMI FAIRMEN SOAP -For complete fairness.

EXECUTIVE SUMMARY

Personal care category is occupying highest market share in FMCG sector.

Toilet soap industry has a huge potential to entertain any new player. The general
toilet soap category is divided into men soaps, women soap and common soap.
Now-a-days in INDIA men are more caring about their appearance and looks and
they need specific product for them, which made HUL to give fair and lovely for men,
EMAMI fair and handsome . So targeting the lather industry we introduce toilet soap
FAIRMEN specifically for men under brand name of EMAMI. FAIRMEN having
unique features of both bringing fairness and anti-bacterial with TFM more than
65%, will be in 2 forms, FAIRMEN TeenZ for teenagers and FAIRMEN for adults
(men). The segmentation is done based on the demographic differences(age and
income), Since the soap is for men the targeted customers are teenagers and
adults. The positioning strategy helps the product to be identified by the
customer as a unique product and especially for men and characteristics of soap
helps it to be recognized. The main outlet is retail outlet. We are using strategy of
product differentiation and premium strategy- high quality and high price. The
communication channels are TV advertisements and awareness programs in
Social Medias.
The main goal is to achieve a sales volume of 10 crores soaps for the first year of
the introduction of the product, to attain high profit and market share

CURRENT MARKETING SITUATION

Soap prevailing in current markets are categorized and grouped in the following
ways:

Beauty Lux, Wild Stone.

Freshness Liril, Cinthol, Fiama Di Wills.
Natural Medimix, Margo, Hamam, Santoor.
Baby Johnson & Johnson, Doy Care.
Creamy Dove, Doy care, Park Avenue, Axe.
Anti-bacterials Dettol, Savlon, Lifebouy.
Glycerine Pears, Emami.

Based on the datas the men soap are filtered as,

Beauty Lux for men (Not prominent in market).

Freshness Fiama Di Wills, Wild Stone.
Creamy Dove Men Care, Park Avenue, Axe.
Anti-bacterial Dettol, Savlon, Lifebouy.

From the above groupings and classification, there is no specific soap available for
men having both characteristics of Fairness (Beauty) and Anti-bacterial. That is
how FAIRMEN makes a major differentiation of providing both FAIRNESS &
ANTIBACTERIAL. Moreover, All existing soaps have TFM (Total Fatty Matters) less
than 65% which includes Dove with 60+% only, whereas FAIRMEN SOAP is
assured of having 65% or more which is a value adding criteria.
MARKET DESCRIPTION
Fairmen market consist of consumers segmented on Demographics based on
their age as teenage & adults, based on their occupation as students, working
professionals, sports men, economic class as Middle class class and upper class (
as they are very choosy and Quality pursuing costumers, they are targeted as
soap for teens and for adults.

STP TABLE
Segmentation

Demographical
o Gender(male)
o Age
Teens(12-19)
Adults(20-50)
Occupation
o Student
o Working
professionals
o Sports men
Psychographic
o Working class
o Middle class
o Middle upper
o Upper lower
o Upper middle
o Upper upper

Targeting

Separate soap for

teens

Positioning

Separate soap for

men

Purely for men

To get complete
fairness
Why fairness only
for face why not for
body?
Why to waste
money on soap and
face cream
separately when
you get it in one
soap

Target Customer Needs

Soap for Teens(13-19 years):

Benefits/Features of FAIRMEN soap

FAIRMEN soap for TEENZ:

Need stylish Product.

Wanted to be attractive.
Cared more about complexion.
Wanted to use products for them.

Soap for Men(20-40 years):

FAIRMEN soap for Men:

Need quality Product.

Cared about appearance.
Wanted to be cost-efficient.

Very stylish structure.

Attractive package.
Have multi-functional features of Fairness
+ Anti-Bacterial.

Assured TFM 65% +.

Multi-Featured Fairness + AntiBacterial.
Cost-efficient 80grams Rs.36 less
compared with other men soap.

PRODUCT REVIEW
The characteristics or features of FAIRMEN soap.

Soap specifically for men.

Dual feature with Fairness and Anti-baterial.
Assured TFM 65% or more.
For teens and adults.
Cost of 100grams bar is Rs. 36.

FAIRNESS

ANITBACTERIAL.

ASSURED
TFM 65% +

FAIRMEN SOAP

COMPETITIVE REVIEW
SOAPS FOR MEN AVAILABLE IN MARKET.
FIAMA DI WILLS:
Soap for freshness and good fragrance. Cost of the soap for 100 grams is Rs.40 in
India. It did not have Anti-bacterial and Fairness agents. TFM not mentioned in
soap.
PARK AVENUE:
Creamy Soap for Moisturizing the skin. Specifically for men. Cost of soap for
120grams is Rs.55.It did not have Anti-bacterial agents though it focused on Men
Fairness. TFM less than 60%.
WILD STONE:
Soap for freshness. Products only for Men Category. Cost of the soap for
100grams Rs.58. If did not have Anti-bacterial agents and also lack in providing
Fairness. It focuses only Men Wildness and manliness.
LUX FOR MEN:
Soap for Men, mainly focus on Men beautiness. Cost of the Soap for 120grams is
Rs.34.It did not have Anti-bacterial agents. Soap not so prominent for men in
India. TFM not mentioned.
DOVE MEN CARE:
Creamy soap for moisturizing the skin. Though the soap is for beutiness but it
lacked anti-bacterial agents. Soap cost for 120grams is Rs.45.TFM IS 60% and
more but less than 62%.

CHANNELS AND LOGISTICS REVIEW

Emami already have established channels for all its cosmetic products, it makes
easy for channeling the soap. The channels are considered as

Retail shop (Giant like More, Nilgiris, Spencers and small shops).
Men Beauty Parlours.
Branded Men Hair Saloons.
On-line Retailing Websites.
Beauty Care shops.

SWOT ANALYSIS

STRENGTHS

Specific Product.
Unique featured product.
Good Quality.
Assured TFM More than 65%.
Cost nominal.
Focusing on Middle class and
Upper Class consumers.
Emami established Brand.

OPPORTUNITIES
New unique featured Product.
Cost Efficient product.
Scope in Foreign Markets.

WEAKNESS
Only for men.
Melts quickly.
Following
Premium
Pricing
Strategy.
Product not for Lower Middle Class
and Lower class consumers.

THREATS
Intense Competition.
Buying customers behavior.
Downward pricing pressure.

EXPLANATION ABOUT SWOT ANALYSIS

STRENGTH
SPECIFIC PRODUCT :
FAIRMMEN Soap is not a common soap, it is specifically for Men. That too for
Teens and Men.
UNIQUE FEATURED PRODUCT:
Existing soap in market are uni-featured , but FAIRMEN soap has unique feature
of having Fairness and Anti-bacterial agents, Which differentiate the soap from
other soaps.
GOOD QUALITY:
Emami already have a brand value which will expose FAIRMEN as good quality
Soap which is a added strength to the product.
ASSURED TFM MORE THAN 65%:
The TFM for FAIRMEN is 65% and more, not less 65% , which no other soap in the
market as done. Thus it is a value added to the Product.
COST NOMINA:
The cost of FAIRMEN for 100 grams will be Rs36 which considered to be less
compared to all other MEN soaps in India.,
FOCUSING ON MIDDLE CLASS AND UPPER CLASS CONSUMERS:
FAIRMEN Soap is focusing on the middle class and upper class consumer which
kmaintain the Brand value and Brand Position Properly.
EMAMI ESTABLISHED BRAND:
Emami being a established brand in India especially for cosmetics, its easy for
Positioning and venturing into the market.

WEAKNESS
o ONLY FOR MEN:
FAIRMEN is a men product though so specific, it is not for women and kids which
is a weakness.
o MELTS QUICKLY:
FAIRMEN soap melts quickly as it is creamy soap which seems to be a
disadvantage with the soap.
o FOLLOWING PREMIUM PRICING STRATEGY:
We follow premium pricing strategy ( means high Quality Product with High Price)
as 100 grams costs Rs.36 though low compared to other men soap, it is not a soap
for all income class.
o PRODUCT NOT FOR ALL INCOME CLASS:
This soap is for Middle class and upper class men , its not for all either in product
wise and not in price wise at present. But may try extending for other class also
without degrading the brand value.

OPPURTUNITIES
NEW UNIQUE FEATURED PRODUCT :
As there is no such combination of soap for men already existing in market, this
soap has unique featured character in the market. This gets a lot of opportunity in
the market and among the customers.
COST-EFFICIENT PRODUCT :
Compare to the cost of all other men soap for fairness or beauty like Dove, Par
Avenue, Fiama Di Wills. FAIRMEN soap is less cost with High Quality.
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 SCOPE IN FOREIGN MARKET:

FAIRMEN soap has a lot of scope in the foreign market as no such product exist in
the market.
THREATS
INTENSE COMPETITION:
There exists intense competition for the soap in the market, so it may be a threat
for the product.
BUYING CUSTOMER BEHAVIOR:
Customers may sometime very reluctant to change from their existing brand to
this soap.
DOWNWARD PRICING PRESSURE:
The competitors may reduce the price of the soap, which will compelle us to
reduce the price if the product.

OBJECTIVES AND ISSUES

OBJECTIVE :
The main objective of first year is to attain high profit , high market share with
sales volume of 10crores soaps for the fist year.
ISSUES:
FAIRMEN being a new featured product with combining both fairness and antibacterial agents and that too for men. More investment in Advertising the
product and its features are to be done. More investment in promotional
campaigns are to be done. This are the issues at present in the plan.

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MARKETING STRATEGY
FAIRMEN soap marketing strategy is based on the positioning of product
differentiation. Our primary consumers are middle and upper class consumers
who are further classified based on their age as teens(12-19 years) and adults(2040years.The strategy we are following are,
NEW PRODUCT PRICING STRATERGY
Premium Pricing Strategy Providing products with HIGH QUALITY and
HIGH PRICE.
Price Differentiation Strategy different for the product as the cost of
FAIRMEN soap is Rs.36 for 100grams of bar which is low compared all the
men soap existing in market.
IN MARKET :
Market skimming Price strategy High price for the product at initial, then
decreasing the price based on the competitors decrease in price.
PRODUCT POSITION
The graph shows the position of FAIRMEN soap with all men soap with respect to
Quality and Price of the soap.
70

X- PRICE.
F
M

60

50
C

40

Y- QUALITY( TFM%).

A
I

30
D

20
10
y 0

10

15

20

25

30

35

40

45

50

55

60

65 X
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The following soaps are mentioned in graph as,

A Fiama Di Wills.
B Wild Stone.
C Park Avenue.
D Lux for Men.
F FAIRMEN.
POSITIONING
Emami FAIRMEN soap is being campaigned in Advertisements as Purely a soap
for Men in the initial stage of release of soap in the market for few months. After
positioning as Men soap it must campaign as Why Fairness only for face why not
for our body by saying this soap has special features of both fairness and antibacterial for the body. Fairness for whole body will surely differentiate the soap
from others, as no soap as ever campaigned. Then we Campaign as Why to
waste money for soap and face cream separately when you get in one soap one
product-it should be named as Be brilliant.
DISTRIBUTION STRATEGY
Emami is a established Cosmetics brand in India. It has already well designed
Distribution Strategy for all its products in cosmetics and soap. As FAIRMEN being
a cosmetic Soap it can also be put in the existing business distribution strategy.
The dealer gets 80grams bar Rs.33 and the the retailer gets it for Rs.34 or 35,
finally the customer gets it for Rs.36.The Dealers are given extra compensation for
making bulk orders.
MARKETING RESEARCH
Using the research, we are identifying the specific features and benefits that our
target market segments value. Feedback from market tests, surveys, and focus
groups will help us develop the product quality. Brand awareness research will
help us determine the effectiveness and efficiency of our messages and media.
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MARKET COMMUNICATION STRATERGY

FAIRMEN soap a new product into the market with Product Differentiation surely
needs a heavy attention in communicating the products through commercials
(Advertisements) in the market. As market communication players a major
product in every product especially FMCG.
Promotion Mix
The promotion mix follows 3 ways in the initial stage of product,
Advertisements:
Advertisement should focus on three target consumers Teens, Professional Men,
Sports Men.
Example : An Ad were a Teen comes home after school and looks his face in the
mirror and look the face complexion degraded, while his mother says there is a
party to attend. Then a Office professional also do the same way while, he
receives a message written meeting tomorrow morning anniversary he feels
disappointed. Then a dull complexion sportsman enjoying his won, goes dull when
he hear his friend saying about a Ad contract, so we say FAIRMEN solves all this
problems. We show them with fresh, bright and fair attending their function,
meeting and doing Ad.
Personal selling:
It should also be done by the sales department in visiting every house but in malls
cosmetic centers to increase awareness about the product and increase the sales.
Public Relations:
Public relations like social medias are also to be taken care to promote our
product and to make consumers understand the beneficial features of our soap,
through some attractive ways.

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ACTION PLAN FOR A YEAR

First 3 months the main objective is to advertise the product and make
consumers aware of the product, it makes easy for channeling the soap. The
channels are considered as

Retail shop (Giant like More, Nilgiris, Spencers and small shops).
Men Beauty Parlors.
Branded Men Hair Saloons.
On-line Retailing Websites.
Beauty Care shops.

Meanwhile, Promotion through social media like Facebook, Youtube, LinkedIn,

Online Retails are also focused for increase in sales.
The next 3 months distribution of the product in the market and checking for the
consumers behavior and willingness to buy.
The next 2 months collect data regarding the response of the consumers. Then
make the product positioning in the minds of the consumer.
The next 4 months increase the sales volumes with profit and try to attain the
main goal of achieving 10crores soaps in the first year.
CONTROLS
We are planning tight control measures to closely monitor quality and consumer
satisfaction. We add new products and value for the product to our customers in
future, which satisfy the customer needs.

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