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AMITY SCHOOL OF BUSINESS

HONEYLICIOUS

IMC MIX TO LAUNCH SOAP

The soap market is growing at 7% a year. Therefore, the IMC tools are used to launch soap in northern region of India are: sales promotion,

advertising, merchandising, and many more.

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CONTENTS!

INTRODUCTION

CONSUMER PREFERENCES

MARKETING

FACTORS AFFECTING BUYING BEHAVIOR

SEGMENTATION, TARGETING, POSITIONING

PRICING, PACKAGING AND PRODUCT ATTRIBUTES

IMC TOOLS

CONCLUSION

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INTRODUCTION!

Soaps are widely used in our society. It is a product that many people mighttake for granted or consider rather ordinary, but for some, lathering up can be

a treasured part of a morning or nightly routine. Scented or unscented, in

bars, gels, and liquids, soap is a part of our daily lives.

India is a vast country with a population of 1,030 million people. Householdpenetration of soaps is 98%. People belonging to different income levels use

different brands, which fall under different segments, but all income levels

use soaps, making it the second largest category in India (detergents are

number one).

Rural consumers in India constitute 70% of the population. Rural demand is

growing, with more and more soap brands being launched in the discount

segment targeting the lower socio-economic strata of consumers.

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During the British rule in India, Lever Brothers England introduced modern

soaps by importing and marketing them in India. In 1897, North West Soap

Company started marketing cold process soaps.

During World War I, the soap industry floundered, but after the war, the

industry flourished all over the country.

Mr. Jamshed Tata set up India's first indigenous soap manufacturing unit

when he purchased OK Coconut Oil Mills at Cochin Kerala around 1918. Itsfirst branded soaps appeared on the market in the early 1930s. Soap became a

necessity for the moneyed class by around 1937.

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CONSUMER PREFERENCES!

Consumer preferences are varied and are more regionally specific. India isdivided into four regions: North, East, West, and South.

Consumers in the North prefer pink colored soaps, which have floralprofiles. Here the fragrance preference is for more sophisticated profiles

reflecting their lifestyles. Freshness soaps with lime and citrus notes arealso popular preferences as the climate in the North is very hot andcitrus/lime scented soaps are seen to be refreshing.

The East is not a big soap market; hence no particular preference skews. Consumers in the West exhibit preferences for strong, impactful

fragrances and somewhat harsher profiles compared to the North.

Preferences are more for the pink soaps with floral fragrances, primarilyrose, which are positioned on the beauty platform. In the South, the skew is towards specific soap segments like the

Herbal/Ayurvedic profiles and also the Sandal profiles. Consumers heredo not exhibit high brand loyalty and are ready to experiment and tryout new brands.

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MARKETING!

Soap is primarily targeted towards women, as they are the chief decision-makers

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in terms of soap purchase. Medicated positioning like germ killing and anti-bacterial are marketed to families.

About 75% of soap can be bought through these different types of outlets:

Kirana Store: This is the most common source for buying soap, which usuallyforms a part of the months grocery list (which is purchased from these KiranaStores). Consumers exhibit loyalty to these stores, which is largely dependent

on proximity to consumers homes. Here consumers buy across the counter anddo not have an option of browsing through display shelves.

Pan-Beedi Shops: These are really small shops, almost like handcarts, and theyare primarily set up to dispense cigarettes and chewing tobacco. However, onewould find such a shop at every corner and they are the main sources of soap

purchase for the lower socio-economic classes.Department Store: In India, there are very few department stores and theIndianite version of department stores is called Sahakari Bhandars. It is stilla fairly new concept. However, department stores have good display countersand this is the only place where consumers get a firsthand experience ofshopping and choosing from available options. Here soap prices are also

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discounted below the retail prices.

As a market is constituted now, it can be divided into four price segments:premium, popular, discounted and economy soaps. Premium soaps are estimated

to have a market volume of about 80,000 tones. This translates into a share of

about 14% to 15%.

One of the factors, which affect the demand of soaps, is the penetration, which

the products have in market. In case of soaps this has not been the major issuesas the penetration in rural areas is as high as 97% and that for urban area is

around 99%. Thus the approximately the penetration is around 99% for overall

India.

FACTORS AFFECTING BUYING BEHAVIOR!

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Price is the most important factor which effects the buying behavior of

consumer, by which the consumer goes for various segments of soaps likepremium, popular, sub popular and carbolic which are basically decided bycost factor and fat content in the soap.

The buying frequency is either monthly that is done by the families or incase of bachelors it is more than once in a month. The occasions when

premium soaps are purchased are usually when there are festivals andceremonies.

The promotional techniques help to boost sales. Various tactics like price offsbuy one get one free, free gifts and other schemes help to boost sales in theshort run and also help in clearing stocks.

The soaps are usually purchased by the women in urban area as most of theday to day consumption of personal care products are made by women.

SEGMENTATION, TARGETING ANDPOSITIONING!

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SEGMENTATION: Geographic and Demographic segmentation.

TARGETING: In urban areas, women and girls are targeted whereas in ruralareas, men are targeted.

POSITIONING: Through The family softest soap.

PRICING, PACKAGING AND PRODUCTATTRIBUTES!

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PRICING: In urban areas, price may vary from Rs. 20 to Rs. 25; in rural area,

price may vary from Rs. 5 to Rs. 10.

PACKAGING: A pink and white color eco-friendly pack with direction ofuse and ingredients mention, along with the celebrity (brandambassador) picture.

PRODUCT ATTRIBUTES: Shots of honey poured in bowl of milk alongwith some almonds and a couplet being recitedin praise of a beautiful model.

IMC TOOLS!

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1.ADVERTISING:Advertising is a form of communication intended to persuade anaudience (viewers, readers or listeners) to purchase or take someaction upon products, ideas, or services.

Strategy: Communicates that Honeylicious refreshes andsoftens the skin.

Big Idea: Honeylicious gives you the soft and fresh skin

through which you can attract your partner/children.Execution Elements: creative tagline, selection of rightcharacters, gripping stories, appropriate sound effects, etc.

Television and Magazine as a source of medium to advertisein urban area and Local Newspaper, Posters and Television inrural areas.

2.DIRECT MARKETING:

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Direct marketing is one to one approach that engages theconsumers in an interesting way. It is a system of co-creation

with the consumer and very often results customization.Telemarketing: Nowadays, telemarketing is coming up inurban areas which attract a large pool of customers.

In rural areas, personal selling can also be implemented.

3.WORLD WIDE WEB COMMUNICATION:The internet has revolutionized global communications in

recent times. For the interest people to know more, they canaccess information about company and its product. So that theinterested consumers can make online purchase also.

4.SALES PROMOTION:

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Sales promotion are marketing and communication activities

that change the price-value relationship of a product or serviceperceived by the target thereby generating immediate sales andaltering long term brand value.

Sampling: At its initial stage, the soap is sold as a sample atthe leading departmental stores to promote the product.

Price-off: The soap in its initial stage is offered at a low

price than MRP.In-product Gift: Along with the soap the company is alsooffering the free box to keep the soap dry after using it.

Star Awards: company organizes a certain contests and thefew winners are given an opportunity to celebrities and havelunch with them.

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5.VILLAGE FAIRS:Since India is a land of villages, where festival is celebratedeach day. Each festival is normally accompanied by a fair, be it

is village or urban towns. These fairs are festive occasions wherepeople turn out in large number. Some fairs are regular featuresin villages where many villagers gather at fixed intervals to selltheir products.

These village fairs provide a good opportunity to promote acompanys products. Companies set up their stalls to sell thecompanys soap or to just promote products through banners,posters, van promotions, etc.

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CONCLUSION!

I hope that by following these IMC mix the HONEYLICIOUS soap cansuccessfully be launched in the Northern region of India which includes bothvillages and towns in large number.

In India, soaps are available in five million retail stores, out of which, 3.75million retail stores are in the rural areas. Therefore, availability of theseproducts is not an issue. 70% of India's population resides in the rural areas;hence around 50% of the soaps are sold in the rural markets.

THE FAMILY SOFTEST SOAP

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SUBMITTED BY!

BBA-M&S

HIMANSHI GARG: A3914710037

(A-02)

TEACHERS

(Mr. RAVI BHASIN)

SIGNATURE: REAMARKS: