TOOLBOX ESSAY FOR THE PRODUCT CAMAY SOAP

AZLAN ALI SHAH

18413

A Project submitted to Dr. Siraj Jamal in particular fulfillment of

the requirement for the subject STRATEGIC MANAGEMENT.
02nd May 2016.

TABLE OF CONTENT
CONTENT

PAGE NO.

PROJECT SCENARIO

INTRODUCTION

CRITICAL ANALYSIS OF PRODUCT FAILURE

RE-LAUNCH OF FAILED PRODUCT

MARKET ORIENTED STRATEGY

SWOT ANALYSIS

CORPORATE GROWTH STRATEGY

PRODUCT FEATURES

7-8

SEGMENTATION AND TARGETING

MARKETING MIX

CONCLUSION

10

Page | 2

PROJECT SCENARIO
In 1837, Procter and Gamble was established in Cincinnati by William Procter, a light producer,
and brother by marriage Gamble, a cleanser creator. Their joint endeavor began a standout
amongst the most persuasive organizations in all American industry. The organization's first item
was Ivory cleanser, presented in 1879.
A few items were created amid the time period when William Procter's child, William Alexander
Procter, assumed control over the organization (1890-1907.) William Cooper Procter started
working in the organization in 1883 and served as president of the organization from 1907-1930.
Amid this time, the organization's business ascended from $20 million to $200 million. This was
a time of development in which the organization assembled a few plants: five in the United
States, one in Canada, and one in England.
Today, P&G; products are found in 98 percent of every American family unit. With extra items
are sold around the world, from the Arabian Peninsula to Argentina to India, the organization
stays focused on showcasing prevalent items.

Page | 3

INTRODUCTION
About the Company Procter and Gamble Co is a Fortune 500, American worldwide
organization situated in Cincinnati, Ohio, that fabricates an extensive variety of shopper
merchandise. Starting 2008, P&G is the sixth biggest partnership on the planet by business sector
capitalization and fourteenth biggest US Company by benefit. It is tenth in Fortune's Most
Admired Companies list (starting 2007). P&G is credited with numerous business advancements
including brand administration, the cleanser musical show, and "Interface and Develop"
advancement. Three billion times each day, P&G brands touch the lives of individuals around the
globe. Our corporate convention is established in the standards of individual trustworthiness,
regard for the individual and making the wisest decision for the long haul.
Purpose We will give marked items and administrations of predominant quality and worth that
enhance the lives of the world's shoppers, now and for eras to come. Therefore, buyers will
remunerate us with administration deals, benefit and esteem creation, permitting our kin, our
shareholders and the groups in which we live and work to succeed.
Commitment Enhancing the lives of buyers worldwide is about more than simply incredible
items. It's about assuming liability for enhancing our groups far and wide through the work we
do, as a Company and as people.
Principles We demonstrate regard for all people. The hobbies of the organization and the
individual are indistinguishable. We are deliberately engaged in our work. Development is the
foundation of our prosperity. We are remotely engaged. We esteem individual authority. We look
to be the best. Common entomb reliance is a lifestyle.

Page | 4

CRITICAL ANALYSIS OF THE

PRODUCT FAILURE

Unsuccessful in coping up with the expectations of the customers.

Highly soluble.
Consumed highly.
Not a cost efficient product.
Targeting just females.

RE-LAUNCH OF THE FAILED

PRODUCT

Increase market appeal for our product.

Increasing sales.
Providing better product features.
Increase competition among same segment.
Getting increased customer satisfaction.

MARKET ORIENTED STRATEGY

The product is made by keeping in view the customers needs rather than producing it and then
trying to sell it.

TAG LINE
LOOK FRESH, LOOK SMART.

Page | 5

SWOT ANALYSIS
STRENGTH

CAMAY is a product of P&G and P&G

has good share in the market and is
trusted and reliable for it product so this
will affect our product positively.
Catering everyones need for all age
group.
Effective communication.

WEAKNESS

OPPORTUNITIES

It is a product for everyone. People of

any age group can buy it. This would
increase the sales.
P&G is a well reputed company in
Pakistan and we are trying to cash in
brand name and brand image.

At times it becomes difficult for the relaunched products to again build their
image.
A lot of competition in the market.

THREATS

Product substitution there might be a

possibility that people would prefer
buying soap as competition is very
tough in the market of Pakistan.
The loyal customers of other brands are
so much loyal toward their soap brand
that they dont feel like changing the
product.
Competition with other soaps especially
with Unilever.

Page | 6

CORPORATE GROWTH STRATEGY

According to this matrix, our new product will be lying in product development category
because our existing market will remain the same because there will be few improvements in our
product that will help us achieve greater market share as well as customers satisfaction.

PRODUCT FEATURES
Soap are one of the most important consumer goods in everyday life. Customers demand for
something different and new. The following products are:
1. CAMAY HERBAL
The CAMAY soap with herbal extracts will be having herbal scents and will cater with the
personality of people that want soap for their sensitive skin.

Page | 7

2. CAMAY MINTY
CAMAY will be a soap bar manufactured for the people who likes refreshing and soothing
essence whenever they wash their face.

3. CAMAY ANTI AGING

Will particularly be an attraction for women with the age of 35-60 who wants to look young and
fresh.

4. CAMAY MEN
Nowadays men are also very much concerned when it comes to their looks so keeping in mind
the need of this segment. Designed for men who want to look young and fresh.

Page | 8

Page | 9

SEGMENTATION AND TARGETING

Demographic:

Age
Gender

Behavioral

Conscious about skin

Value attributes
Life-style

MARKETING MIX
1. Product
Improvement and revision of the product such as CAMAY HERBAL, CAMAY MINTY,
CAMAY ANTI-AGING and CAMAY MEN.
2. Price
Price Skimming.
3. Place
Our new CAMAY soap will be placed in medical stores as well as big and small stores like
Imtiaz, Hyperstar, Metro, Makro, etc across Pakistan.
4.

Promotion
Television, Newspaper, Social Media and Radio.
Promotional campaign.
Celebrity endorsements.

Page | 10

CONCLUSION

Our new CAMAY soap will be launched more than just beauty soap.
It will have different type of features for different age, group, gender so that it could cater
the needs of different customers.
Increase in sales that would ultimately result in increased market share of the product.

Page | 11