Promotional plans

Toilet soaps are soaps which use for purpose of toiletry. There are number of multinational and national
Companies in srilanka operating in soap industry. Even every company which are highly competing with
each existing companies in an industry with the purpose of satisfying customers and consumers needs
from toilet soaps.

There are six basic elements in promotion mix and toilet soap industries can use those elements to
promote their brands. Those are

Advertising - firm must advertise their product via using advertising tools such as TV ,face
book fan pages, newspaper ,banners and leaflets
Sales promotion toilet soaps industry can use the sales promotions to sales to promote their
product like give discounts ,seasonal offers ,and giving offer like if buy two one free such
unileaver did once for sunlight and baby soaps
Personal relation those industries can develop the personal relationships with their customers to
promote their product
Direct marketing- firms can directly sell their product to their end customers.
Events and experience soap industry can make some events to gather there customers and fun
events to promote their products
Personal selling companies can personalized their product to promote their product like
lifebuoy doing that brand has verity product s such as Lifebuoy Herbal ,Lifebuoy Care ,Lifebuoy
Active fresh
More than those activities company can promote their product through Merchandising,
sponsorships and word mouth Marketing.

Promotional plans

Organizations can make SWOT analysis t evaluate their positions

Example: - Life buoy
SWOT analysis that means objective driven SOWT analysis rather doing
Common analysis .it should be done separate for product brand.
Soap industries should clearly understand their promotional objectives t
promote their products
The key is Promotional objective is developing band awareness.
1. Soap industry may motivate the customers their products.
Specially soap companies in the
industry they can motivate
customers to but their soaps .

 And they can introduced their

products in their products
unavailable places

2. Develop the brand loyalty

Lifebuoy can develop the brand loyalty
and improve the product then people who
buying those product they never give up
and existing with those products

3. Repositioning the brand

uses some famous

their product .

Soap companies can create brand

awareness by repositioning. Then people
definitely like to buy the product.
Example: - Hemas may
celebrities to repositioning

There are four methods to re positioning the brand

a. Image repositioning: - soaps industry can repositioning their
product without change the target market with existing toilet
soap brand.
.
b. Product re positioning: - soap companies change their product
attributes and features with does not change the target market.
Example :- firstly diva detergent
power introduced
and recently diva washing soaps also
introduced for same target market.
c. Market repositioning: - they can change the target market and
promote their product.
Example: - Johnsons
and Johnsons expand the target market by catering mothers not
only the babies.
d. Total market repositioning :- in this case soap industry may
change all product image and target market

4. Strategy
Under this industries should design the promotional strategies.
Profile

Push

Pull

Pull - Organization can promote end or user of their product directly so soap
industries also directly contact the end customer who buy their product for
consume.
Push - Organizations can promote the intermediaries or distributors with the
intention of pushing the product to the end consumers. Most of the soap
industries following this through providing some benefits to distributor and
motivate them to pushing the soaps for customer to buy.
Profile Soap industry can create the image fir developing trust toward
organizational Co-operate brands like Unilever.

Development strategies
Toilet soap industries can outsource some of their activity but they cannot outsource the
main activities . Companies out sourcing their activities because

Low cost
Product quality
Products can process more speedily because of specialization

Tactical plan
In this case soap industry has to develop the action plan to implement the promotional mix and tools.
Example: - advertisements

Organizations can use different types of advertisement -ATL: - Print media news paper
Electrical media TV, Radio
BTL:- posters
Banners
Out boards
Bill boards
TTL :- facebook
Google
Mail and twiter
Example Unilever advertising their product through Facebook fans pages.
Feather details
Soaps

Weight

Name of the
Brand
Price
Lifebuoy
Lifebuoy
Herbal
Lifebuoy Care
Lifebuoy
Active fresh
Lifebuoy

Price

Competitive
Brand

Normal
Herbal

Weight
100g
100g

45
45

110g
110g

62
64

45
45

Dettol
Dettol
Herbal
Dettol
Dettol cool

Care
Active fresh

100g
100g

110g
110g

66
66

Normal

50g

23

Dettol

70g

43

Herbal

50g

Lifebuoy
Herbal
Lux creamy

23

70g

48

38

Dettol
Herbal
Rani creamy

Creamy
white
Nature pure

70g

70g

38

38

Khomba

70g

39

70g
100g

Lux Pure
Nature
Lux Sandal
Lux creamy

Sandal
Creamy
white
Floral

38
50

Rani Sandal
Velvet

70g
100g

40
45

75g

pears

42

Baby
charamy

75g

40

70g

In sri lanka the main companies in this industry is unilever and Hemas. Those companies producing
different types of competitive products. Even there are so many toilet soap Brands in Sri Lanka which
providing completive products but not compete with company because they are producing only one type
of soap such as toilet soap or beauty soap or laundry soap .

Unilever and Hemas targeting all types of customers but some companies targeting only one type of
customers such as beauty soaps only or germ killer soaps or cooling soaps or laundry soaps .

Already, soap industry in Sri Lanka having well grown industry in srilanka because of Unilevers and
Hemass . If other companies in the industry develop them self the power of the industry will increase
larger than previous .

Number of people who do not know about some soap companies which existing in current market.
Because lack of advertising policies.
There are number of soaps which are cheaper than market leaders products and satisfying customers
more than market leaders products. Those types of products available only the specific places only.

Solutions

Those types of companies may advertise on television ,newspapers, other suitable advertising
tools because customers get motivate through those type of advertisement and willing to buy
those product .

Example :- Hemas and unilever marking large number of advertising process to gain
the customers Satisfaction

Those types of firms can use the famous celebrities to promote their product
Example :- Unilever using Priyanka Chopra and Aiswarira rai to their advertising

shows.

Firms may do some CSR projects and sponsoring suitable programs to promote their product

Example :- Lifebuoy sponsoring some reduce the germ affective programs

Dettol cool sponsoring local sport activities.

Lux sponsoring fashion shows.

They can initially develop their packaging systems and covers to

attract the customers .

Unpopular firms can make price discriminations to make popular their product in the target
market this process can be satisfy the different class level of people.

Those type of firms may distribute their products in different sizes its an opportunity to low
income peoples to buy small size of soaps based on their income levels and usage levels.

Firms which producing only one category of soap which can adope the all types of soaps which
will reduce the dependency on one product.

They may introduce seasonal offers such two in one options

However most of the customer expecting the discounts for product s which they buy. so company
can develop the discounting strategies such as if buy three soaps there are 10 % discount .

If soap industry develop & maintain the solutions which are discussed on above they can feather
improve their industry.