Soap case study
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The document outlines a marketing plan for the launch of 'Diva Herbal Fresh', a soap aimed at revitalizing the brand's image while introducing a unique product that combines antibacterial and anti-pollution properties at competitive prices. The target market includes urban and suburban middle-class families aged 13 to 60, with promotional strategies involving limited pre-launch availability, brand ambassadors, and diverse advertising channels. Post-launch, the plan emphasizes expanding product availability and maintaining aggressive advertising to sustain demand.
Soap case study
- 1. Soap Case Study Group 10 Members :- ◦ Name TRN. ◦ Sumit 159 ◦ Tanvi 160 ◦ Ula 161 ◦ Utkarsh 162 ◦ Vedant 163 ◦ Tarun 164 ◦ Nagendra 165
- 2. ALTO INDIA Private Limited, India Launch Plan for The only soap which gives experience like bathing in heaven . . . .
- 3. Objective To revive the lost brand image of Diva using contemporary and updated marketing and promotional strategies Introducing a revolutionary product to enter into the highly competitive market. Understanding the Indian consumer mindset and exploiting the market potential
- 4. Value Proposition 1st Soap with advantage of two in price of 1 DiVa Herbal Fresh Anti bacterial Anti pollution Soap Lime freshness
- 5. Who will be our Customers ? DiVa Herbal Fresh Age Group 13 – 60 year’s 35% 35% 10% Age Group 13- 21 Year's 25-60 Year's 60+ Year's
- 6. Target Market Urban & Sub - Urbans Middle Class families Hotels & Motels
- 7. Our Product Physical Attributes Shape : Wave Colour : Green Transparency : - 70 % Fragrance :- Mint Size :- 3.5 x 2 x 1.2 inch & 2 x 1.1 x 0.7 inch Price :- Rs 10/- & Rs 35 /-
- 8. Competition SOAP NAME RATE Weight Medimix 40 150 gm Hamam 37 150 gm Cinthol 37 150 gm Liril 35 150gm Himalaya 37 150 gm
- 10. Pre Launch Create Demand. Survey the target markets to create the own demand. Just publish the advertisement and also the posters in various areas but not make the product available in the market. Make it more popular by the use of the Brand Ambassador and also its media channels.
- 11. Launch Make the actual product available in the market retail shops. Just make available limited number of the product in the market so that the demand then increases as the promotion increases. Make promotional offers available on the product.
- 12. Post Launch Make the product available in the market now in bulk so that the customers can conveniently buy the soap. Also keep the Advertising rapidly through internet and hoardings so as to increase demand.
- 13. Promotions Internet Advertisements. Banners & Hoardings. In newspaper sample packets. Radio channels 98.3 FM & 93.5 FM TV channels like entertainment channels.