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capri soap
Crafted by:
M.Shoaib Alam
Mohsin Waheed
Roha Atiq
Zainab Naeem
Company profile
ZIL --- A Pakistani company
Established in 1954
soaps
ZIL ’s Vision
society”
Learning: “For continuous improvement”
3
Zil’s long term vision includes
arena
Capri
Launched in 1969
Launched in 1977
Opal
Launched in1991
Brand positioning: economical and more value for
money.
King swan
Launched in 1999
Adequate lather
Beautiful fragrances
Natural ingredients
Shape reduces contact with ground resulting is
lesser dissolving
Square shaped box packaging enables easier
assembly of soaps
Five exciting flavors(mentioned below) caters
to all skin types
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CURRENT FEATUERS AVALIBLE
Capri Moisturizing with Aloe Vera and
Glycerin to keep skin soft and supple
Capri Cleansing with Cucumber and Tea Tree
for deep cleansing action.
Capri Nourishing with Peach and Yogurt
Cream keeps the skin glowing all day long
Capri Vitalizing with Orange and Apricot to
refreshes the skin and uplift sense
Capri Softening with Sea Minerals to
refresh the skin
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Competitor Products
LUX
Company: Uni Levers
Flavors
Lux Provocateur (black)
Positioning:
The product is positioned as a
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PALMOLIVE
Positioning:
Economical beauty soap which is mild
Market segment targeted by
Capri
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Market segment targeted by Capri
According to Geographic’s:
Urban areas - As this product is targeted for
the middle and upper income group, hence the
urban areas are chosen as it .
According to demographics:
Gender – female
Age group – 18 to 35
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Surveying
In campus Surveying
We prepared a Questionnaire and it was filled
by the group members, TIP students,
faculty & staff .
The compiled results are represented below :
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CHRACTERRISTICS OF DIFFERENT
Soap Products Compared.
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Companies' aspect about its product
o ZIL surveyed the market and came to know
that the skin aging plus cell damage
were noticed prominently in the local
market
o Therefore they came up with the idea of
using pomegranate essence as skin care
agent.
Target markets of the Capri soap:
o Middle class
o Upper class
.
16
R & D and PROMOTIONAL ACTIVITIES
ZIL believes in developing its product range
with passage of time, results of which are a
value added product range and better
customer satisfaction.
Capri Bronze for Men
With almonds and
milk
Counters sunburn
and tanning
Perfect for scorching
weather
Features
Darker colors
Fragrance
Textured surface of
soap
Richer creamier
lather
Moisturizers for men’s
usually hard skin
What the new product will do...
• Meet market demand present but not yet catered
• Increase Capri's target market - targeting
male gender
• Reposition Capri’s image - so that now men can
also relate to it
• Give Capri differential advantage over local
competitors
• Give Capri price advantage over imported
products
NEW PRODUCT POSITIONING/PACKAGING
NEW PRODUCT POSITIONING / PACKAGING
All three new Capri flavors will be specifically
for men.
They will be for boys and men lying in the age
group of 15-45.
It is going to be for lower middle class, upper
middle class and lower upper class income group.
It is going to be a luxurious soap having unique
attributes that will solve some common problems
that are found in daily lives of men.
All the new flavors of CAPRI soap for men have
its own individual identity and its unique
attributes.
– Capri GOLD provides antiperspirant skin.
– Capri SILVER provides cool refreshing skin.
– Capri BRONZE provides clear skin from sunburn.
Capri for men has the same price that is for
normal CAPRI soap.
Capri for men is providing improved lather
quality.
Before Capri soap for men there were many body
wash gels and face washes available for men of
different international brands but they were of
high prices.
Capri will be the first to provide soaps for men
in local market that will give effect of both
body wash as well as face wash in a reasonable
price.
This product will not only be available in small
packages but also be available in large and
medium size packages.
It’s a new product with adequate market demand.
To sum it all the new Capri soap is all
about…
Luxury Soap for Men with
Natural Skin Care
OUTLINE MARKETING MIX FOR TEST MARKET
PRODUCT:
media advertisement
radio advertisement
A few billboards, located on busy traffic
areas.
Capri soap might also sponsor some famous
concerts or TV programs.
For print advertisement, Dawn’s Images and
Urdu newspaper Jang will be used.
PLACE (DISTRIBUTION):
REFERENCES
www.zil.com.pk
www.google.com
www.docstoc.com
Entrepreneur magazine
TIMES magazine