ready for soap finishing, the process of converting raw soap pellets into a saleable

product, usually bars.

Soap pellets are combined with fragrances and other
materials and blended to homogeneity in an amalgamator (mixer).
The mass is then discharged from the mixer into a refiner which,
by means of an auger, forces the soap through a fine wire screen.
From the refiner the soap passes over a roller mill (French milling or hard milling) in a manner
similar to calendering paper or plastic or to making chocolate liquor. The soap is then passed
through one or more additional refiners to further plasticize the soap mass. Immediately before
extrusion it passes through a vacuum chamber to remove any trapped air. It is then extruded into
a long log or blank, cut to convenient lengths, passed through a metal detector and then stamped
into shape in refrigerated tools. The pressed bars are packaged in many ways.Sand or pumice
may be added to produce a scouring soap. The scouring agents serve to remove dead skin cells
from the surface being cleaned. This process is called exfoliation. Many newer materials are used
for exfoliating soaps which are effective but do not have the sharp edges and poor particle size
distribution of pumice.Nanoscopic metals are commonly added to certain soaps specifically for
both coloration and anti-bacterial properties. Titanium powder is commonly used in extreme
"white" soaps for these purposes; nickel, aluminium and silver are less commonly used. These
metals provide electron-robbing behavior when in contact with bacteria, stripping electrons from
the organism's surface and thereby disrupting their functioning (typically killing the bacteria
when it has lost too many electrons). Because some of the metal is left behind on the skin and in
the pores, the benefit can also extend beyond the actual time of washing, helping reduce bacterial

contamination and reducing potential odors from bacteria on the skin surface.Methods of
soapmaking improved when two scientific discoveries were made in the late eighteenth and early
nineteenth centuries. In 1790, the French chemist Nicholas Leblanc (1742-1806) invented a
process for creating caustic soda (sodium hydroxide) from common table salt (sodium chloride).
Before the end of World War II, soap was manufactured by a "full-boiled" process. This process
required mixing fats and oils in large, open kettles, with caustic soda (NaOH) in the presence of
steam. With the addition of tons of salt, the soap was made to precipitate out and float to the top.
Here, it was skimmed off and made into flakes or bars.
In a mixture of soap and water, soap molecules are uniformly dispersed. This system is
not a true solution, however, because the hydrocarbon portions of the soap's ions are attracted to
each other and form spherical aggregates known as micelles. The molecules tails that are
incompatible with water are in the interior of these micelles.Soaps are excellent cleansing agents
and have good biodegradability. A serious drawback which reduces their general use, is the
tendency for the carboxylate ion to react with Ca+ and Mg+ ions in hard water. The result is a
water insoluble salt which can be deposited on clothes and other surfaces. These hard water
plaques whiten fabric colors and also create rings found in sinks and bath tubs.

History of Medicated Soap

medicated soap, in use since 1865 manufactured by Potter Drug and Chemical Company,
George Robert White owner. It contains triclocarban instead of the more usual triclosan. These
two antibacterial agents have very similar molecularity. By themselves they kill 99.99% of
bacteria and microbes (like fungus spores) on contact. Cuticura soap has been in use, and is
relatively unchanged, since 1865.In 1908 the British Medical Journal investigated the
advertising of nostrums for the treatment of skin diseases. As reported by the American Medical
Association it was implied that Cuticura soap could be effective in the treatment of syphilis when
prepared as an internal remedy known as Cuticura Resolvent. The medical community
considered the proposed remedy to contain insufficient potassium iodide to be effective in the
treatment of the disease.

Components
The four components of a SOAP note are Subjective, Objective, Assessment, and Plan.
The length and focus of each component of a SOAP note varies depending on the specialty; for
instance, a surgical SOAP note is likely to be much briefer than a medical SOAP note, and will
focus on issues that relate to post-surgical status.

Subjective component
This describes the patient's current condition in narrative form. The history or state of
experienced symptoms are recorded in the patient's own words. It will include all pertinent and
negative symptoms under review of body systems. Pertinent medical history, surgical history,
family history, and social history, along with current medications and allergies, are also recorded.

A SAMPLE history is one method of obtaining this information from a patient.If this is the first
time a physician is seeing a patient, the physician will take a history of present illness, or HPI. To
structure this portion of the note, some providers use another mnemonic, "OLD CARTS":
Onset
Location
Duration
Character (sharp, dull, etc)
Alleviating/Aggravating factors
Radiation
Temporal pattern (every morning, all day, etc)
Symptoms associated
A variant mnemonic used for this purpose is OPQRST.

Objective component
The objective component includes:

Vital signs

Findings from physical examinations, such as posture, bruising, and abnormalities

Results from laboratory

Measurements, such as age and weight of the patient.

Assessment
Is a quick summary of the patient with main symptoms/diagnosis including a differential
diagnosis, a list of other possible diagnoses usually in order of most likely to least likely. When
used in a Problem Oriented Medical Record, relevant problem numbers or headings are included
as subheadings in the assessment.

Ingredients of Medicated Soaps

Although the basic ingredients of soaps are similar, there are certain added ingredients of
medicated soaps through which the all the problems are tried to be solved.

Antibacterial soap
The medicated antibacterial soaps contain antibacterial chemicals such as triclosan which
is alcohol. Apart from triclosan, triclocarban/trichlorocarbamide and PCMX/chloroxylenol,
tetrasodium EDTA are generally used for antibacterial effect in these soaps. However, it must be
remembered that since there are various types of bacteria, effectiveness against any given type of
bacterium does not ensure that it is effective against other unrelated types too. The ingredients of
antibacterial soaps are generally only contained at preservative level unless the product is
marked antibacterial, antiseptic, or germicidal.

Antifungal soap
Antifungal soaps are made by adding organic medicinal plant extracts, vitamin E,
essential oils, natural glycerin, sulphur and zinc oxide, tea tree oil (melaleuca alternifolia) etc.
into the soap.

Medicated soaps for skin problems

Medicated soaps for different skin problems have different ingredients. For example,
exfoliating soaps for unclogging skin pores sometimes have oatmeal, pine and eucalyptus.
Oatmeal opens the pores and deep cleans and removes excess dirt and oil. Pine and eucalyptus
cleanse, moisturize and fragrance the skin. Anti cellulite soaps have many natural ingredients,
main being seaweeds that can be used alone or in combination with other agents like ivy extract,
juniper, aminophylline, coffee bean extract, fennel seed extract, aloe, hyaluronic acid, ginko
biloba, horse chestnut, bentonite etc. Many anti acne soaps or oily skin soap have natural
ingriedients like neem leaves (azadirachta indica) for extra care and protection for oily skin that
mostly suffer from acne and pimples.

Introduction of Medicated Soap

Denon Medicated Soap
DENON Soap (Medicated Soap) COMPOSITION The active ingredient
is

Ketoconazole 1% (i.e. 10 mg of ketoconazole per 1 g of soap).

MECHANISM OF ACTION Ketoconazole interferes with the fungal

synthesis of ergosterol, a constituent of cell membranes, as well as certain enzymes. It is specific

for fungi, as the equivalent mammalian pathway, leading to the biosynthesis of cholesterol, is not
sensitive to ketoconazole. However, other mammalian cytochrome P450 enzymes can be
sensitive to ketoconazole, and inhibition of steroid hormone synthesis is a possible side
effect.Ketoconazole interferes with the fungal synthesis of ergosterol, a constituent of cell
membranes, as well as certain enzymes. It is specific for fungi, as the equivalent mammalian
pathway, leading to the biosynthesis of cholesterol, is not sensitive to ketoconazole. However,
other mammalian cytochrome P450 enzymes can be sensitive to ketoconazole, and inhibition of
steroid hormone synthesis is a possible side effect of ketoconazole treatment. As with all azole
antifungal agents, ketoconazole works principally by inhibition of an enzyme, cytochrome P450
14-alpha-demethylase (P45014DM). This enzyme is in the sterol biosynthesis pathway that leads

from lanosterol to ergosterol. Fluconazole and itraconazole have been found to have a greater
affinity for fungal cell membrane than ketoconazole, and thus lower doses of these azoles are
required to kill fungi.DENON Soap provides relief from itching skin folds of inner thighs, waist,
buttocks, underside of breast & armpits due to sweat retention, warmth, humidity, friction &
simultaneous growth of resident organism. If applied on head it is used for the prevention and
treatment of dandruff caused by fungal infections of the scalp, as well as for the relief of
associated symptoms such as flaking, scaling and itching.
The company was originally established in 1910 as part of Nippon Chikuonki Shokai"
(Japan Recorders Corporation), a manufacturer of single-sided disc records and gramophones.
The company was originally called ' Nippon 'DENki ONkyo Kabushikigaisha' which was
shortened the name of DEN-ON in Japanese. The company is actively involved with sound
systems electric appliance production and later the company has been merged with other related
companies as a result of this the company name became "DENON".There followed a number of
mergers and tie-ins over the next few decades as firstly the company merged with Japan-US
Recorders Manufacturing in 1912 and then in 1928 the brand Columbia was introduced when
the company became Japan Columbia Recorders. A further change of name occurred in 1946
when the company renamed itself Nippon Columbia. The Denon brand was first established in
1947 when Nippon Columbia merged with Japan Denki Onkyo. D&M Holdings Inc. was
created in May 2002 when Denon Ltd and Marantz Japan Inc. merged. Today, the company
specializes in professional and consumer home cinema and audio equipment including A/V
receivers, DVD players, tuners and wireless music systems. Denon is also known for high-end
AV Receivers and Moving coil phono cartridges. Two M-series models, the Denon M31 and

M30, have been the most successful radio hi-fi's for the last 4 years. Since being released to the
micro hifi DAB market, they have received several awards in Europe.

Product timeline
Denon DX1/90 audio cassette tape

1910 Manufacturer of single-sided disc records and gramophones.

1939 Launched first professional-use disc recorder for broadcast industry and disk cutting
lathe.

1951 Commenced sales of Japans 1st LP records.

1953 Launched professional-use tape recorder for broadcast industry.

1958 Introduced sales of stereo records.

1959 Commenced production of open-reel audio tapes.

1962 Introduced Elepian series of electronic pianos.

1963 Developed the DL-103 phono cartridge.

1964 Started sales of audio cassette tapes.

1971 Started producing hi-fi audio components, including turntables, amplifiers, tuners
and speakers.

1972 Introduced the worlds first viable 8 channel digital recorder.

1977 Awarded US Billboard magazine's "Trend-Setter Award for outstanding contribution

to the industry".

1980 Awarded the 13th Montreux International Diplome dhonneur technique award.

1981 Developed a professional-use CD player.

1982 Industry leader in the introduction of consumer-use CD players.

1988 Introduced range of AV amplifiers to product range.

1990 Awarded three component awards at Paris hi-fi show.

1993 Developed the twin deck DJ CD player DN-200F. Other early models are the
DN1000F, DN2000F and the DN2500F. Denon also made the world's only twin MiniDisc
player designed for DJ use.

1994 Awarded European Audio Innovation of the Year.

1995 World's first Dolby AC-3 and THX 5.1 certified home theater system.

1997 Introduced DVD player into product range.

1999 World's first THX-EX home theater system (THX Extended to provide fuller
surround sound).

2001 Produced first Mini system with 5.1 surround sound.

2002 Denon link technology developed for improved digital connectivity.

2004 Launch of world's first consumer product featuring HQV (Hollywood Quality
Video).

2006 Denon introduces the AK-DL1 CAT5 Ethernet cable. It wasn't until mid-2008 that it
caused controversy because of its high price ($499) and the company's claims that the
cable is "designed for the audio enthusiast," and would "bring out all the nuances" in
digital audio signals transmitted over it.

2007 Denon releases the AVP-A1HDCI Pre-Amplifier and matching POA-A1HDCI

Power Amplifier set which marks the company's first additions to a new line of highperformance custom-focused components.

2008 Denon announces the world's first Universal Blu-ray player capable of DVD-Audio
and SA-CD playback

Psorolin Medicated Soap

Psorolin medicated bathing bar contains oil extracts of

wrightia tinctoria and Aloe vera that have excellent therapeutic
properties for management of psoriasis and in general for improwing
the overall skin condition and maintaining lusture.Use and application
of psorolin is like any other bathing soap. Apply psorolin medicated bathing bar on wet body
surface/ scalp and generate lather. Use soft water to clean the body surface/ scalp thereafter.
Continuous use as a regular bathing bar is recommended. Psorolin Medicated bathing bar is
indicated for use as a regular bathing bar for patients with all types of psoriasis and dandruff and
could be used at all stages (in both acute and chronic conditions) of the problem. Psorolin
Medicated bathing bar is advised for use as a regular bathing bar for patients with all types of
psoriasis and dandruff. It can be used at all stages of both acute and chronic conditions.Psorolin
medicated bath bar contains oil extracts of wrightia tinctoria and Aloe vera. There properties
have excellent therapeutic qualities for management of psoriasis, improving the overall skin
condition and maintaining lustre.

Anti Acne Medicated Soap

Acne soap bars are available in a wide variety of ingredients that offer
relief for different problems that people experience. Information on these
products can be accessed from many online sources that offer
everything from soaps that promote drying of oily pores to soaps
that provide silky, smooth skin through constant use. These products have long been a staple
among those who experience significant outbreaks and are usually on hand in most homes. Any
individual suffering from this condition that has not tried the benefits of effective cleansers may
want to consider launching a comparison of acne soap bars in the near future.Cleansers contain
many different ingredients depending on the company that offers the product. Some cleansers are
the result of strategic, scientific research that has detected the best ingredients to combat these
problems. A comparison of acne soap bars for individual use is easily managed by purchasing
two or three of the best-rated products. Not all bars are the same for every problem and it may
take a few trials with different products to find the one that works best. A comparison can help
the individual determine a good cleansing product that will also decrease the effects of any
outbreaks they may experience.Products for acne relief can be found as an exclusive, stand
alone, product, or they can be part of a complete line of complimentary products. Combined with
other products, acne soap bars can be part of effective anti-acne regimen that is successful in
combating this problem as well as maintaining clear skin. A comparison of acne soap bars will
reveal varied ingredients among many items. Certain cleansers will affect some peoples skin
while others may not respond as well depending on the particular causes of breakouts that affect
any particular person.Pimples and outbreaks are caused by a wide array of problems that can be
related to diet, hormones, stress, and skin functions. A comparison of cleansers will be necessary
in order to determine the right product for the individual. There are however, certain ingredients

that are typically helpful in combating acne that people can watch for as they conduct a
comparison. Sycilic acid is a common ingredient in many acne soap bars that has proven to
reduce symptoms and provide smoother skin. Another ingredient that can be found when
conducting a comparison of items is sulfur. Some cleansers even contain both ingredients that
can give a double front from which to combat this skin condition.Other ingredients that can be
found in the vast array of cleansers include glycerin, olive oil, goat's milk, vitamin E oil and
other oils. Glycerin is commonly found in soaps to provide a moisturizing element to acne soap
bars since many of the products can dry out skin too harshly. A comparison of acne soap bars
will show that each particular bar has its own specific qualities that are formulated to either
provide general relief to overall breakouts or for a specific problems such as oily skin or anti scar
reduction qualities. Vitamin E oil is known for its healing properties and some products include it
in order to help reduce scarring and unsightly pits in the face.Vitamin E oil has long been known
for its scar reducing uses and is always recommended for use immediately during healing of a
scarring episode. Even scars caused by accidental cuts and scrapes can be significantly reduced if
pure vitamin E oil is directly applied to the healing area. In order to receive the best use of
vitamin E oil, however, it must be applied during the healing stage. Cleansers that include goat's
milk have become popular among those who suffer from serious cases. Upon their comparison of
these items, individuals have reported good success with soap that has goat's milk as a prominent
ingredient. Those suffering with acne may experience serious physical and emotional problems.
The scars can often go much further beyond the areas that are affected by blemishes. Trusting in
God and using one of the many treatment options can be a great way to end these problems
associated with pimples and outbreaks of acne. "But thou, O Lord, art a shield for me; my glory,
and the lifter up of mine head." (Psalm 3:3). There are many ways to treat skin problems that

have been tried by a vast majority of sufferers. Acne soap bars continue to be one of the first
treatments that most sufferers try. A comparison of acne soap bars will show that there is a wide
discrepancy as to cost, ingredients and suggested uses among the many soap bars on the market.
However, these products are easy to try through online or over the counter shopping and offer
sufferers a generally cost effective way to search for a reasonably priced product that will help
control outbreaks. There are many online sources that provide trial versions of items. There are
many types of medicated soaps that can be helpful to us such as anti-bacterial soap that
generally helps to relieve various skin problems. Then there are anti fungal soaps having
therapeutic effects that reduce the discomfort and relieve the symptoms caused by various fungal
infections. One of the very popular types of medicated soaps include the anti acne soap that help
in getting rid from acne and pimples. The anti cellulite soap are the medicated soaps for
reducing cellulites that are the dimpled skin in such areas of body as hips, thighs and buttocks as
a result of deposition of fat. The anti mosquito soap is used to dispel mosquitoes, mostly in
mosquitoe-infested areas. There are certain medicated soaps that not only have therapeutic
effects but are beauty treatments too such as anti aging soap that are useful for both cleansing
the outer body as well as to slow down the signs of aging. There are many other types of
medicated soaps like sensitive skin soap which is gentle to the skin and maintains it properly.
Anti itch soap is for relieving skin problem of itching. Anti chlorine soap is used while
swimming to keep the harmful effects of chlorine at bay.

Dettol Medicated Soap

In its 65-year-old history, Dettol, the brand now owned by

Reckitt-Benckiser, has seen some seven or eight product extensions
from mouthwash to prickly heat powder. One more, a floor cleaner
called Dettol Gold, is being test marketed in Kolkata and Chennai.
An anti-dandruff shampoo is also reportedly on the launch-pad.
Now consider this. From Rs 30-odd crore in 1991, Dettol is a Rs 230-crore brand today. This was
also the period when most of the product extensions took place. But if you thought this
impressive growth was the result of all those hectic product extensions, think again. Almost
three-fourths of today's turnover come from Dettol soap, which was introduced in the eighties.
The core antiseptic liquid accounts for less than a quarter of Dettol's sales. The rest - shaving
cream, medicated plaster, mouthwash, prickly heat powder, antiseptic cream and so on - make up
a minuscule percentage. Clearly, with the notable exception of soaps, Dettol's efforts to stretch
its brand equity to other allegedly contiguous products have been a failure. Though the specific
reasons for failure varied in each case, the overall result highlights a unique problem for
marketers. There are limits to transferring the core values of a powerful brand to other product
categories. Dettol's brand values as an antiseptic were so strong that few of the new products
were able to assimilate the core properties of its powerful mother brand credibly. This process
was tougher because with each extension, Reckitt found itself having to deal with new markets
and new competitors. To be sure, the decision to opt for product extensions can hardly be
faulted. Launched in 1936, Dettol antiseptic liquid was as generic to its category as Xerox
became to copiers. Little needed to be done to promote Dettols brand equity; it was built
through sheer usage over the years. Things were comfortable till as late as 1980 when the first
signs of stagnation began to surface. Numerous research studies concluded that though Dettol

had a high penetration level and almost all households kept a bottle of it handy, they rarely used
it. So to stoke sales, Reckitt (then Reckitt & Colman of India) decided to expand Dettol's usage
beyond cuts and bruises. This resulted in a communication campaign that showed that Dettol
could be used as an all-purpose antiseptic while shaving, rinsing babies' nappies, as a general
disinfectant and so on. Soon, all these uses pointed to a number of possible extensions, a fact that
subsequent consumer research validated. Dettol soap was first off the racks. Strangely, though it
may be a winner today, it was not an outright success initially. This was because Reckitt &
Colman launched Dettol soap on a premium platform which was way off the brand's core
properties of hygiene and cleanliness. When the product bombed, Reckitt quickly relaunched it
the following year as a "100 per cent germ fighter" - a positioning that has worked so well that
Dettol soap commands a share of 11 per cent in the premium soap market today. In the mid1990s, increasing competition within the soap category sent the company looking for a fresh
initiative. The major competition now came from Hindustan Lever's Lifebuoy, which the
company was trying to upgrade by introducing it in liquid form in a plastic dispenser. That effort
resulted in a fiasco mainly because the dispensers proved defective and there was a dissonance
with Lifebuoy's value-for-money proposition. Still, given the urban markets penchant for
convenience products, the soap-in-a-dispenser gave well-entrenched Dettol soap an opportunity
to introduce a similar product. According to industry sources, the liquid soap today accounts for
over seven per cent of Dettol soap's sales. Dettol liquid soap worked because its contemporary
and convenient format once again actually strengthened the brand's core values and helped it
emerge from the confines of the first-aid box into the bathroom. The frequency of usage, too, has
substantially jumped over the years. Encouraged by the successful extension into liquid soap,
Reckitt pushed its luck further. Dettol added two variants over the last one year - Dettol Extra

with moisturiser and a glycerine variant, Dettol Junior (which was launched last month). It is too
early to judge the performance of Junior, but company sources say Extra has not been able to
induce trials. No one has ascribed a reason to this, but given the soap's history, it can be assumed
that the moisturiser put Dettol in the beauty soap sphere, where it didn't quite fit. Retailers say
Extra has been clubbed with other Reckitt products as a freebie to induce trials. While this is
normal practice with most FMCG marketers, it appears as if Dettol is having to do this more
often. Extra's fate has, in fact, cast doubts on the fate of Junior. The problem is in trying to make
a brand all things to all people. When Dettol offers a single-minded proposition of protection, it
makes little sense to push it into the vanity case. The proposition then changes from protection to
cosmetic - and the chances of success are reduced." In the case of soap, where the extension
worked well, the product maintained the core value of protection against germs without cosmetic
appeal. But beyond this core area, Dettol is on weak ground. That is why when Reckitt tried to
add cosmetic appeal for its soap by adding moisturiser in Dettol Extra, it didn't work.
Dettol, the brand we have grown-up with, is revamping its entire soaps range. A
milestone in Dettol Soap's journey as the brand launches its "new avatar " after 25 years. The
new improved Dettol soap has - all new modern Shape for an enjoyable bathing experience;
improved formulation for Everyday Protection and is 10 Times Better at fighting germs vs
ordinary bar soaps*! The new trendy looking soap offers everyday protection to the entire family
while maintaining the same price of Rs.16 for 75 gms and Rs.26 for 125 gms.
The new improved Dettol soap has three variants in the market available nationally - Dettol
Original (for everyday protection), Dettol Skincare (everyday protection with moisturizers) and
Dettol Cool (everyday protection with menthol for cool and refreshing feel). The new improved
soap range continues to bear recommendation from IMA - India Medical Association.

Introducing the new Dettol, Ms Anne Engerant, Regional Marketing Director, Reckitt Benckiser,
said, "Over the decades, Dettol has touched the consumer in every aspect of health and personal
care. Particularly, the mother who is concerned about the health and wellbeing of her family,
Dettol is the brand she trusts to safeguard her family from germs. The new improved Dettol Soap
gives her that sense of control, as her family now has Dettol protection - everyday! The new mix
includes better formulation and international product design, making the brand more relevant for
both new and existing consumers. " The Company's research over several years and consumer
feedback had shown that the consumers in India have a high preference for soaps that are
suitable for the entire family and which provide all skin needs - Purification, Germ protection,
Nourishment and Moisturising. Based on this, new Dettol has been developed with the perfect
balance of ingredients that nourish and still provides the trusted Dettol protection.
Speaking on the occasion Mr. Chander Mohan Sethi, Chairman and Managing Director,
Reckitt Benckiser India said "The all new Dettol is the result of the extensive research and trust
that our consumers have shown towards us for over more than two decades. We know the
consumers will be delighted with this transformation, as we bring to them innovation and
improvement to help in their daily lives. " Dettol is a brand of Reckitt Benckiser and has stood
for "trusted production " in India since the 1930's. The brand is endorsed by the Indian Medical
Association (IMA) and has been voted among India 's Most Trusted Brands in recent years (2002
to 2005 ORG Marg Brand Equity Survey). Reckitt Benckiser (India) Limited, formerly known as
Reckitt & Colman of India Limited, has many brands in India, namely - Dettol, Veet, Harpic,
Mortein, Robin Blue, Cherry, Lizol, Colin, Disprin, Brasso, Mansion and others. It has a major
presence in home and personal care, surface care, fabric care, pest control and drugs. The
company is present in 180 countries across the world and is No.1 in Household Cleaning

Category. As seen across segments, Reckitt Benckiser brands are either number 1 or 2 in market
share, in all the segments they are present in.

MARKETING ANALYSIS
In the mind of the consumer, anti-bacterial soap should have the following: A product
whose core function is to clean skin, making it softer and smoother, while leaving a feeling of
freshness behind. Good perfume and foam combine to deliver this freshness experience. The key
functional benefit is that it removes dirt, oiliness and other impurities from skin. Germs are not
top-of-mind for the average consumer, but are a function of Dirt and disease. Research led us to
know that consumers are largely unaware of the diverse nature of jaraseem. They just know
that Germs (jaraseem) are the bad guys. They dont know that there are different types of germs.
Different antibacterial competitors are trying to own a higher ground by building on already
present germ-kill equity. Like Dettol has given its slogan of Dettol protects against a wide
range of unseen germs, including bacteria and virusesWhile safeguard is focusing on Din Raat
Lagataar Tahaffuz which is more powerful in the mind of the consumer. Lifebuoy is following
the germ busters strategy.

TARGET MARKET
The target market for Dettol soap is all households (primarily mothers) who can afford
buying soap and who want to fulfill an everyday need (primarily bathing) that provides them and
their family with a 100% anti-bacterial solution complete protection from all germs/ bacteria and
cleanliness from dirt / grime.

MARKET NEEDS (QUALITY CRAFTSMANSHIP,INNOVATIVE

DESIGNS, CUSTOMER SERVICE)

RB is conscious of the changing consumer needs and trends and is constantly conducting
market research to assess opportunities and threats. Quality of the product is the number 1
priority as well as research on new variants. The next planned variant is Dettol Herbal soap. In
addition, a new customer hotline has also been added to get instant feedback on product use,
problems and activities. MARKET TRENDS The soap market has been most affected by the
recent sky rocketing price of palm oil which is the primary ingredient of soap noodles. This has
caused the average price of soap noodles to increase by 20% - 25 % forcing producers (also RB)
to increase prices of their soap products by almost as much so as not to put excessive pressure on
their margins. This will undoubtedly result in decrease in soap sales volumes (higher prices
means less consumer off take) as well as disruption in the market due to several quoted prices of
the same product available resulting in dissonance in the wholesale and retail markets as well as
confusion in consumer buying decisions at the point of sale.

MARKET GROWTH
The overall soap market is growing by 10 % while the antibacterial segment is growing
by 7%. Hence, there is a lot of potential in the market for growth and additional brand
penetration and brand building.

SWOT ANALYSIS
THE STRENGTHS
The brands Germ

-kill heritage (brown liquid) is seen as strong and adds on trustworthiness (RTB)
Excellent for treating skin irritations, cuts/bruises and seasonal applications
Brand comes from a reputable (old) company
Loyal following of Original

THE WEAKNESSES
Not perceived as an everyday soap due to: Smell - strongly associated with hospitals Is harsh
on skin makes skin dry Does not make satisfying lather Shape not user-friendly No awareness of
variants No perceived as a dynamic, innovative and contemporary brand Low Top-of-Mind
recall: Communication not engaging.

THE OPPORTUNITY
Leverage the powerful brand equity associated with the Dettol Brand to make Dettol Soap an
everyday use proposition.

THE THREATS
Other main players in the antibacterial soap category (Safeguard and Lifebuoy) have positioned
their brands for everyday use against bacteria Dettol soap positioning lacks that desired
everyday benefit and experience!

Medimix Medicated Soap

Medimix was launched in 1969, with 18 powerful Ayurvedic herbal
ingredients to help users fight and cure skin disorders and
maintain healthy, glowing skin at an affordable price.Medimix is an Indian
brand of ayurvedic/herbal soap manufactured and marketed by Cholayil, Chennai based
company. It happens to be the worlds largest selling ayurvedic soap. The ayurvedic variant is
made from 18 different herbs. It is highly effective for skin problems and is available in 3
varieties - the classic Medimix, Medimix with Glycerine and Medimix with Sandal. Medimix
Ayurvedic Bath Soap is the worlds largest selling ayurvedic bath soap that is suited for all skin
types. It is completely herbal with a 60% coconut oil base and contains no animal fat. It is known
for its curative, preventive and beautifying qualities for skin, scalp and hair. The rich lather of
Medimix Ayurvedic Bath Soap is enriched by the extracts of 18 Herbs scientifically incorporated
to give protection from various skin problems. The natural oil base of Medimix Ayurvedic Soap
contains pure coconut oil. Traditionally handcrafted as per the strict Ayurvedic formulation,
Medimix is packed with natural ingredients, making it perfectly safe even for a baby's tender
skin. Contains no animal fat. Medimix Transparent Green bar with natural fresh fragrance and
superior lather, effective for dry skin. Medimix for dry skin contains a unique combination of
purest and finest grade vegetable Glycerine and the time tested Ayurvedic formulation of
Lakshadi oil. A traditionally Hand Made Ayurvedic soap to effectively prevent dryness of skin.

Benefits of Medimix Soap

Prevents skin infection.

Protects skin from problems like black heads, pimples, itches, prickly heat.

Controls dandruff.

Controls body odor.

Safe, effective skin & hair cleanser.

Medimix Soap Ingredients Include

Andropogan muricatus, Hemidesmus indicus and Coriandrum sativam prevent prickly

heat.

Plumbago rosea and Berberis aristata prevent pimples.

Cedrus deodara and Melia azadirachta are Natural Antiseptics.

Acorus calamus, Psoralea corylifolia and Glycyrrhiza glabra Prevent dandruff.

Holarrhena antidysentrica, Cuminum cyminum, Embelia ribes, Celastrus paniculatus,

Zingiber zerumbet, Nigella sativa and Smilax china Deodorize and beautify the skin.

Margo Medicated Soap

Margo is a brand of soap manufactured in India.
The soap has neem as its main ingredient. The soap was
manufactured by Calcutta Chemicals and was launched in
1920. In 1988 the soap was among the top five selling brands in India, with a market share of
8.9%.As of 2001, the brand was worth

75 crores and belonged to Henkel-SPIC. As of 2003,

the brand was relaunching new products focused on the younger demographics and had a market
share of close to 2% of the premium soaps segment in India.A brand with a hoary heritage, the
herbal tag with neem as the major starrer, a one-year old variant on the road to popularity,
German collaboration, some modernisation, talc, cream, lotion and face wash as line extensions the Rs 75-crore Margo brand wants to go a long way. Henkel SPIC India Ltd, the company
which owns the brand, acknowledges brand extensions and their success are no cakewalk but is
upbeat. The reason? The 80-year old brand equity.Last year, Henkel SPIC introduced a
translucent version of Margo soap, which still had neem as the main ingredient but added
glycerine for moisturisation. And to draw youth into its consumer profile. And its met with
reasonable success, says Managing Director A. SatishKumar. Not only did it not take away from
the existing consumer base for the original soap, it achieved its goal of attracting youth, that too

from the North and the West, where the brand was not well-represented earlier. Margo and its
variant now have an 8.5 per cent market share in the Rs 4,500-crore soap market and is claimed
to have a growth of 5-6 per cent even as the market has declined by 10 per cent. The company
found the confidence to launch its line extensions in this conquest, as well as from the brand
history, but whether that will suffice to make them a success is another issue.Satishkumar says
that Henkel SPICs decision to invest in nurturing the brand, after acquiring it from Shaw Wallace
two years ago, has paid rich dividends. The soap and its variant are selling 7,500 tonnes now as
against 5,000 tonnes then. The brand is expected to contribute 20-25 per cent of Henkels
turnover in 2002-03. The companys strategy, besides hoping that history and heritage will work
their magic on the new toiletries, is to advertise, price right and be selective and focused about
where they launch these products. The talc has been launched in the South and in some pockets
in the East; the moisturising lotion and all-purpose cream nationally, but only in the major towns
and cities. The face wash is due for a launch early next year. SatishKumar says that the relevance
the brand has to skincare, and the fact that the various brands in the cream and lotion category
are based on similar concepts, and competitive pricing will differentiate herbal Margo from the
rest.
While the 50 gm cream is priced at Rs 40, the lotion costs Rs 42 for 100 ml. Henkel SPIC
has used technology from its German parent to ensure that they are rich but not greasy. Aloe vera
has been used as the moisturising agent. According to Ranju Kumar Mohan, General Manager
(Marketing - Cosmetics), the brand stands a good chance because there is no real national player
in the herbal category. This is the first time in 80 years that the brand has been extended and
while it is not really the right season to say how the offshoots are doing, the three-month-old talc
seems to be doing okay. Actually, SatishKumar admits they lost some time developing the talc

and thus launched it a little later than summer, the right season, but that they are gearing up for a
national launch next summer. The other products have been in the market only for a month.
However, independent observers are not so gung-ho about the extensions. An FMCG analyst,
who does not wish to be identified, wonders whether the company will be able to leverage
Margos brand equity to the extent it wishes. Margo is seen as an old brand which hasnt changed
its image, and its customer is aging. It is important to grow the brand and get good market share,
he says. He discounts the success of the glycerine variant (which, the company says contributes
to 30-35 per cent of the brands volumes) as the natural, initial excitement over a new product.
Another analyst says the extensions have good prospects so long as they dont take the form of
more soaps. The creams are a good idea, they might work. Most FMCG majors are introducing
herbal products, or highlighting the herbal element in them, be it composition or packaging. And
the users mindset is such that she will not want to use any chemicals on her face, so it makes
sense to leverage the Margo brand name, she says.
While she believes pricing has a role to play, the FMCG analyst does not. I dont know if
theres a class of customers waiting for a herbal product at this price level. There is something for
everybody already, he says, referring to other players in the category such as CavinKare,
Biotique and Ponds. Also, new launches take time and money. In a recessionary period like now,
when even big companies are reducing ad spends, trying to rationalise their portfolio and
consolidating, how successful would Margo be, he questions. However, the company sets great
store by the brand, as also its success with the re-engineering of its image. Says Ranju Kumar,
The brand has become younger in age, with new packaging and milder fragrances, which are not
so neem-intensive. Acceptability has improved. Another factor that seems to strengthen their
belief in the extensions is that the ideas for them came from the consumers themselves. In a

market where most brand extensions are known to disappear off the shelves quite rapidly, but not
before diluting the main brands equity, it will be interesting to watch how the Margo brood fares.

Hamam Medicated Soap

Hamam is a brand of soap made in India and marketed by Hindustan Unilever,
the Indian unit of Unilever. The name comes from the Arabic/Persian/Hindi word Hammam
which refers to a public bathing establishment in the middle-eastern countries. It was launched in
1934 and is a leading product in its category. Hamam Soap are very cheaply priced and this is
one big reason why the general public loves using Hamam Soap, were can you get quality for a
cheap price! One more reason why I prefer using Hamam Soap is its exuberant smell, I feel like
eating up the green bar just because of the intoxicating smell.
The green bar or Hamam Soap has been in use in every Indian home since ages, I
remember I was in class 1 when I first used Hamam Soap and till date we still use it in our
family. Enriched with neem extracts Hamam Soap has plenty of medicinal property and this is
the reason we prefer it to any other soap. Hamam Soap is good for the skin as it is rich in neem
which gives the skin a healthy glow and neem also keeps the face clean and clear, keeping away
the pimples and acnes. Daily use of Hamam Soap is highly recommended to all those suffering

from oily skin which is the main cause of acne and pimples forming on the face. With regular use
of Hamam Soap the excess secretion of oil gets controlled and thus it finally helps in controlling
acne and pimples. Hamam Soap are very cheaply priced and this is one big reason why the
general public loves using Hamam Soap, were can you get quality for a cheap price! One more
reason why I prefer using Hamam Soap is its exuberant smell, I feel like eating up the green bar
just because of the intoxicating smell. AS for the medical values Hamam Soap is highly
recommended to allergic patients and people suffering from skin problems. During winters using
Hamam is beneficial as it keeps the skin smooth and soft and protects it from dry skin. It is a
very safe product and people from all age group can use it without any kind of side effects.
Hamam is one of the oldest soap brands in India. The brand came into existence in 1934
and over this 73 years has successfully built a space for itself in the consumer's mind.The brand
has successfully fought the competition and the changed environment. The brand was owned by
Tata Oil Mills ( TOMCO) and later became the HLL brand when HLL acquired Tomco. Hamam
is a natural soap .Although many reports put this brand as a herbal soap, Hamam is more of a
natural soap than herbal. The brand have a market share of about 9-10 percent of the Rs 4000
crore Indian soap market.The brand has a huge market share ( more than 25%) in the Tamilnadu
market.
When HLL implemented the Power Brand strategy, Hamam survived the axe because of the
strong equity it had among the consumers. Hence the axe fell on Rexona which was also a
natural soap with the same positioning as Hamam.Hamam was positioned initially as a complete
natural family soap.The brand was built on the Trust factor. The earlier ads typically showed
Mother and child with mother explaining the meaning of Trust using the example of Hamam.The
brand may have acquired this quality from its original creators TATA.Although the brand was

able to manage the PLC, it had its share of problems. At one point, HLL was facing the
competition from Herbal/ayurvedic soaps. HLL tried to position Hamam as a herbal soap by
changing the composition by adding Neem ingredient and reducing the TFM. But that reduction
of TFM disqualified Hamam as a soap and the brand lost many of their loyal customers.2005 saw
HLL repositioning the brand by adding more ingredients. The brand now talks about having a
Perfect Balance of Neem, Tulsi and Alovera Extracts. The packaging also has been made more
contemporary and the shape of the soap has been made oval.2006-07 saw a change in the
communication of the brand. The brand no longer talks about trust but now positioning itself as a
beauty enhancing soap.The brand has now come out with a variant that contains green gram,
turmeric and sandal .The color of the soap also has changed to sandal from the traditional green
color. This move is a marked deviation from the age old positioning of the brand as a natural
green soap.Hamam for years has been able to sustain its market position because of the strong
brand loyal customers .The brand now wants to be relevant to a new consumers ( younger
generation). The brand also faces stiff competition from a plethora of brands offering the same
ingredients and benefits. The latest repositioning exercise is aimed to keep the brand relevant and
also leverage the brand equity it had built up over these years.

Savlon Medicated Soap

Savlon is a brand of first aid and medical products manufactured in the
UK by Novartis Consumer Health. The name Savlon usually refers to
Savlon antiseptic skin healing cream, a topical antiseptic cream sold in the UK
without prescription. The active ingredients in Savlon cream are Cetrimide and Chlorhexidine
Gluconate. It is commonly used for treatment of mild scarring, some mild burns, cuts and bruises
as well as skin healing treatment for spots (i.e. pimples).Savlon is also a brand of antiseptic
liquid marketed by Johnson & Johnson. Savlon one of the world leading brands in personal
hygiene has been a part of ACIs portfolio since the inception of this company. Savlon is as well
recognized elsewhere in the world as it is in Bangladesh and ACI is proud to bring such a

household name from around the world to your homes. This brand since the start has worked
relentlessly in order to keep the people of Bangladesh germ free. Following its motto Savlon has
brought many innovative product ranges to achieve its ultimate goal and it is still doing so to
ensure you are germ free.
For bath time pleasure and protection from bacteria and also a stress less shower,
ACI Consumer Brands has Savlon Antiseptic Soap in three variants- Active, Mild and
Fresh Antiseptic soap. Savlon Antiseptic Soap delights its consumers through
ensuring complete family protection with these three different variants. Pack size is
available in 75 gm and 100 gm of each variant. Savlon Active Antiseptic Soap is
designed for those who leads active life style and always prefer strong protection
against germs. Savlon Mild Antiseptic Soap is designed for those who are conscious
about both germ protection and moisture level of skin. Its charming fragrance
allows it to stand out as a refreshing break in hygiene practice. Savlon Mild
Antiseptic soap does not allow its consumers to compromise proper care of their
skin besides germ