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Final PresentationRe-launching “Camay

Soap” As

Group Members Sahar Fatima Muniza Syed Ayesha Baig Kiran Shahzadi Ali Bin Niaz Muhammad Tahir

INTRODUCTIONCamay Soup by (P&G)

Introduced in 1926

Available in different fragrances

Camay's slogan was "Camay: the soap for beautiful women." It was later replaced with "For your most beautiful complexion at every age."

PRODUCT FAILURE

Not up to consumers expectations

Highly soluble soap

Not a cost efficient product.

Packaging Old

New

Packaging

Different color for different variant such as pink for rose extract

Bars come in package size 100g, 120g, 150g

Camay has also launch 45g called mini Camay of Rs 12/

PLC of Camay

Ultimately P&G had to face a decline in the growth stage of PLC of Camay.

Relaunching Camay soup in Pakistan

Camay Skin Care:Simple and sophisticated.Available in various types.An economical product.

Product Features:Customized approach for every skin.A solution to all acne problems.4 in1 process.

4 in1 process

4 in1 process allows to cleanse, creating a protective shield, moisturize and finally leaving the skin crystal clear.

Distribution Channel

Products and FeaturesDifferent variants

Peach extract Neem extract

Rose extract Menthol extract

Lemon Extract

Pricing strategyComparative pricing strategy:

Method in which the selling price of a new product is arrived at by comparing the benefits it offers with

those offered by the competing brands.

Camay regular pack Rs.38/-

Camay family pack Rs.54/-

Camay small pack Rs.26/-

Camay mini pack Rs.12/-

PlacementP&G distribution network is one of the key strength that help them reach their product across the length and breath of its vast country

•Big retail stores•Marts•Super stores

Television

News paper

Bill boards (on busy roads, outside universities) .

Television Commercial

Newspaper

Bill Boards

Float Advertising & Viral advertisement

StrengthsSolution for every category of skin.

Product is sub divided into flavors for the attraction of target market.

Benefit of being 4 in 1 product.

WeaknessNeed time to settle in the market.

Resistance by those who have a fair of using medicated products.

Change consumers’ beliefs about “Camay care” soap.

OpportunitiesGrowing consumer market for ‘improved’ and ‘attractive’ soap.

Specifically designed according to the need of teenagers community.

Niche marketing.

threatsNew entrants in the markets.

Competition from beauty products

The biggest threat to Camay is not only the aggressive promotion by LUX, but also its product line extension.

Segmentation On age - 18 to 25 years

Based on income – A and B income group

Target Market – Primary=female Secondary=Male/kids

Positioning Over the years positioned as a beauty soap not only for stars its for common girls too.

Push StrategyPoint of sale display

Packaging design to encourage purchase

Direct selling to customers in showrooms

Negotiation with retailers to stock the product

Pull strategyThrough social media

Banner ad

TV ads

FACEBOOK PAGE

Gold coin offer Contests

Offers to attract customers

Buy as much Camay Skin Care Soap as you can .! Because we have inserted 50 Gold coins in our released soap series.

Below the activitiesFree Soap Samples for IUGC students

Face Wash Activity in Iqra University