NEW BEAUTY SOAP IN INDIA

Presented By:

Ananya Kr.Ghosh Isha Bajpai Aratrika Singh Soumanjana Banarjie Rishika Jalan Abhishek Joshi

INTRODUCTION

FMCG is one of the most booming sectors in India As per the secondary statistics the current soap market penetration is 98%.

Toilet Soap Market Share 2011

15% Premium:Dove,Lux 45% Popular:Hamam,Cintho l

40%

OPPORTUNITY

Our product is an organic based soap providing a blend of fairness, moisture and acts as a skin protection shield (anti tanning/sunscreen) Organic factor is taking a toll over the Indian consumer market Organic soaps are made from natural plant based chemical free ingredients The Indian consumer purchasing mentality is shifting from chemical to natural ,because of the several side effects and skin damaging issues caused by these chemicals.

An organic based soap is a remedy to all such skin related problems. Natural way to keep the skin clean without irritating it with artificial ingredients.

COMPETITIVE ANALYSIS

SOAP NAME
1) SHAH FAIR 2) INSTA-GLOW FAIRNESS SOAP

COMPANY
SHEHNAZ HUSSAIN VLCC

3) VIVEL BEAUTY SOAPS

4) HIMALAYA FAIRNESS SOAP 5) LIKAS PAPAYA SOAP

ITC
HIMALAYA LIKAS

The mentioned soap brands: Have a strong positioning in the Indian market High market share Retains a strong brand image Strong brand loyalty

Widespread distribution.

STRENGTH
Cost Advantage Pricing Strong natural base Many variants Dynamically continuous innovations

WEAKNESS
Lacks unisex appeal Not much popular in rural India Low brand image No entry barrier

OPPORTUNITY

SWOT

THREAT

Variable number of ingredients Less competition Organic soaps are in growth stage. More promotion: price offs and samples Export potential

Internal competition New entrants in this sector.

CONSUMER INSIGHTS
Name: Gender: Age: Occupation:
1) 2) 3) 4) 5) Which soap do you use? Do you think soaps provide you with fairness? Do you feel the same about the soap you use? What is your monthly expense on soaps? What type of soaps would you prefer ? Yes Yes Rs. Chemical Natural No No

6)
7) 8)

Does your soap leave you with an unhealthy skin?

Are you looking for an alternative?

Yes
Yes

No
No

If an organic based soap comes up providing you with fairness and moisture. Will opt for that? Yes No

The following data is based on a survey conducted on 20 people Cinthol Medimix Pears Lux Dove 0% 50% 0%
In Rs.

No
Question 2
Question 1

Yes 50% 100%

100 above No
Question 3 Question 4

Yes 0% 50% 100%

50-100

0%

50% 100%

Natural

No
questio

Question 6

Chemical

Yes

0%

100%

0%

50%

100%

No
Question 7

No

Question 8

Yes

Yes

0%

50%

100%

0%

100%

TARGET AUDIENCE

Market Segmentation

Demographic

Psychographic

The target audience set for our product is the Female section of the society Age Group: College goers(18 years above) to the Housewives and the Working Women The company has specifically targeted the working women as they have a busy life and need proper skin care

Women take special interest towards fairness and skin care

TARGET MARKET

Regional Manager Area Manager Sales Manger sales Executive

Method of distribution: Intensive distribution Local cosmetic shops Malls

Departmental store
Skincare clinics beauty salons medical stores Online marketing

B R A N D
N A M E

Natural Glow
blend of sandalwood, turmeric, honey that purifies blood and leaves your skin with a healthy natural radiance.

Skin Nourisher
Want to get rid of pigmentation, blemishes, dark spots and wrinkles? The potato and honey base along with some natural oils is the best solution.

Feel Aloe Vera

The fresh Aloe Vera bar shall work wonders for your dry skin with its antiinflammatory, anti-fungal, healing and cooling properties

Oil free Orange Experience an instant fairness with a seamless mixture of orange extracts, cucumber and other essential oils.

PARENT COMPANY
PRODUCT NAME SECTOR
TAGLINE USP

BIOCARE PVT LTD.

SATVIK FMCG
SATVIK SOUL..SATVIK YOU.. PARABEN FREE,ORGANICALLY TREATED

SEGMENT
TARGET GROUP

PERSONAL HEALTH-SOAP
URBAN AND SEMI URBANUPPER CLASS AND UPPER MIDDLE CLASS WOMEN AFFORDABLE BEAUTY SOAP FOR THE UPPER AND MIDDLE CLASS

POSITIONING

Ingredient Sandalwood Turmeric

Purpose fairness Fairness

Honey
Potato Jojoba oil Aloe vera Coconut milk Rose water Lily oil Orange extracts Cucumber Olive oil

Moisture to keep skin supple

Removes blemishes,anti wrinkle, removes dark spots sunscreen Anti inflammatory, anti fungal skin hydrator toner Astringent to heal damaged and irritated skin and tissues Oil free and removes blemishes Tan removal Moisture to keep skin supple

Weight- 75 gms

Price- Rs.35/-

Multiple Variants: turmeric, potato, aloe Vera, orange extracts, natural oils, coconut milk etc Natural Ingredients: no side effects Variants for all skin types Acts as a cleanser, toner, moisturizer Leaves a naturally glowing skin Helps to keep skin healthy, hydrated, firm and free from tan

Product longevity- around 25 days

LOGO

7 DAYS PRIOR TO LAUNCH

Biocare Bus- Vehicle for change Biocare buses will ply in specific routes. Buses will be made available for female passengers. College and Office goers(entry on the basis of ID proofs) Concession on bus fare The LCDs installed will run biocares Satvik soap advertisements.

6 DAYS PRIOR TO LAUNCH

Indias First 3D soap

3D hoardings will come up in the prime locations of the metro cities Ads related to this will feature in the Newspapers: National and Regional

Umbrellas will be distributed to the traffic police Metro Politian cities mainly The umbrellas will carry Biocares Satvik soap logo

5 DAYS PRIOR TO LAUNCH

Our logo will appear on the bus tickets availed by the daily passengers In Delhi, Kolkata and Bangalore Biocares Satvik soaps logo will feature: Inside the metro station On the metro trains Inside the metro compartments

Digital screening in malls and famous malls of the metro cities

4 DAYS PRIOR TO LAUNCH

Radio promotion with brand ambassador Huma Quereshi Twitter promotion by brand ambassador

Advertisements of Biocares Satvik soaps will feature in the regional (women based) magazines.

Free sampling (10gms) with the magazines

3 DAYS PRIOR TO LAUNCH

Care and fair-changing naturally An online beauty contest

Win a chance to be the face of Biocare

Price money granted to the winner and the first runner up

2 DAYS PRIOR TO LAUNCH

Promotional events in colleges and corporate offices Area selected: Urban India National media coverage(Print and TV)

1 DAY PRIOR TO LAUNCH

A social event to be carried out Performances by eminent singers and actors Nationwide telecast Our Brand ambassador will promote the product

LAUNCH

Intensive events to take place Every nook and corner of the metro cities Special offers will be given out to the initial buyers of the day Free sampling to the hospitals and skin care clinics

POST-LAUNCH

Performing a market survey through a questionnaire Product followup:

Monitor sale of products every 3 months Feedback will be collected after a week Make change in the product attribute if required

TVC will be changed

Offers will be given out for children

Free eco friendly bags on the purchase of Biocare products worth Rs. 140.
Visit to our organic farms

CREATIVE STRATEGY

Television Advertisement
STORYBOARD: Bio care Soap advertisement
AGENCY: In House Development
CATEGORY: FMCG Segment STORY: One Man: Social Status- Middle Class. Age-30years+ Two Women- Social Status- Middle Class Age 27years +

CASTING: Not yet Finalized. SOCIO ECONOMY CLASS : B

TI ME CODE

SHOT

VI DEO

AUDIO

Mid Close shot- shop keeper Shop keeper is arranging different products in his shop. Mid close shot- 1st lady enters 1st lady in the shop.

Boliye madam ji .. Kya dikhaye aap ko?? Mujhe ek satvik soap dena..

Long shot- shop keeper is taking out the soap.

Mid Close shot- shop keeper turns and responds as well.

2nd lady enters the store.

Shop keeper

Bhaiya jara suniye..

Ha boliye.

close shot- 2nd lady asking about products.

2nd lady

Aap mujhe ek face wash, ek moisturizer aur ek anti tan cream dikhaiye..

Mid close shot- two ladies are Two ladies .. talking 1st lady talks.

1st lady : aap satvik kyun nehi use kartein hai ?? Yeh face wash , moisturizer aur anti tan tino ka kaam karta hai .. Its a 3 in 1 soap. 2nd lady: oh.. Wow .. Phir bhaiya aap mujhe bhi ek satvik hi de dijiye..

Master shot-shop keeper giving two satvik soaps to both the ladies.

All the three character Shop keeper: yeh lijiye .. Aap in one frame. dono ke liye satvik soap. shop keepker is smiling. Both the ladies are satisfied and content.

VOICEOVER: S ATVIK S OAP FOR A BEAUTIFUL AND HEALTHY S KIN.

Hoardings will continue to stand in the prime locations of the metro cities

Changes in the caption

1)Harm or heal? 2)Naturally or artificially? 3)High priced or pocket pinch??

4)Soap or injection??

Radio Quiz Examples: 1) What natural ingredient you can use to remove your tan?? 2) How can you bleach your face naturally ??

Branding at popular reputed beauty clinics

Sample distribution and 18inch*12inch posters

3D digital boards displaying our soaps in the malls

Quiz shows will be organised in malls and gift hampers will be given to them.

Small kiosks out side girls school and colleges. Sales men will provide help with our product information. No parking boards .

EXPECTED KEY RESPONSE

Our basic mechanism will be the WOM ( Word Of Mouth) We expect more sales from the target group of working women Revenue will generate more from the Upper strata Our products might also be used by the men(because of less differentiation between the male/female soap brands in India)

Regional magazine ads will encourage sales

Month

Units (approx)

States 29 29

Revenue(crores) 32480000 45080000

December 2013 928000 January 2014 February 2014 1288000

1227280

29

42954800

Assuming a sales growth of 15% per month initially. We will fix short term goals and work on that

CREATIVE EXPRESSION

Advertisements will appear in the regional dailies and one national daily
Slots: Page 3 and the pages after the editorial

Television advertisements
Slots: Prime Time Shows (National) and reality shows(regional)

Twitter advertisements/ promotion by our official brand ambassador (Huma Quereshi)

Hoardings

T-shirt captions of Satvik soaps Internet pop ups Ads in websites like -www.soapqueen.com - www.bakewellsoap.co.uk Product advertisements and offers on the official Facebook page of Biocare Satvik soaps

THANK YOU