The Relaunch of Camay Soap 1

The Relaunch of Camay Soap

Mohsin Mahmood

Qurat Ul Ain

Saad Azhar

Sana Rizwan

Waleed Khan

Section H

Intro to Consumer Behavior

Ms. Shandana Sheikh

Lahore School of Economics

The Relaunch of Camay Soap 2

Abstract

Camay was a soap made to rule the Pakistani soap market but it failed to come upto the

expectations of the people and the marketers mostly due to its high price and the soap being

highly soluble. A soap which had a very high prestige and had history and heritage attached to its

name did horribly bad, and failed to make impact on the consumers. We thus plan to hit the

market with a revived Camay soap. Our soap will provide clean clear and fairer complexion for

men and women, old or young the soap caters to the masses. The soap not only works as a beauty

soap but also works as an acne free treatment it first removes pimples and its regular usage will

stop it from coming back. Thus we hope that time Camay will make a comeback with a strong

appeal for the consumers. Camay soap will have everything that is required by the consumer

fragrance, beauty as well as an acne free soap at a very competitive price, Camay this time will

have it all that takes to be a leader.

The Relaunch of Camay Soap 3

Acknowledgement

Nothing can be completed without the grace of the Almighty. Hence, first and foremost, we are

grateful to Allah Almighty who enabled me to accomplish this tedious task. This report would

not have been possible without the guidance and assistance of my instructor Miss Shandana

Sheikh. We would like to extend my heartfelt gratitude for her unending encouragement. I would

like to thank each and everyone who have helped us through this project.
The Relaunch of Camay Soap 4

Contents
Abstract.......................................................................................................................................................2
Acknowledgement.......................................................................................................................................3
Introduction of Camay Soap in Pakistan.....................................................................................................5
Camay failure in Pakistan...........................................................................................................................7
SWOT Analysis...........................................................................................................................................8
SWOT Analysis of Camay we are launching...........................................................................................9
Consumer Analysis with respect to the new launch...................................................................................10
Competitors Analysis of the new Launch..................................................................................................14
Marketing and Positioning Strategies for the new launch..........................................................................16
Conclusion.................................................................................................................................................22
Recommendations.....................................................................................................................................23
Appendix A...............................................................................................................................................24
Appendix B...............................................................................................................................................28
Appendix C...............................................................................................................................................29
Bibliography..............................................................................................................................................31
The Relaunch of Camay Soap 5

Introduction of Camay Soap in Pakistan

Camay is the name of a scented hand and body soap, made by Procter & Gamble. It was first

introduced in 1926 and marketed as a "white, pure soap for women," as many soaps of the time

were colored to mask impurities. Camay's slogan for many years was "Camay: the soap for

beautiful women." It was later replaced with "For your most beautiful complexion at every age."

Camay gradually lost its popularity because the customers complained that it is a highly soluble

soap and is consumed a lot therefore it is not suitable. Its variety of scents werent contributing

much to its popularity. Hence the company have done its rebranding and named it as Camay

Care.

For Camay Care the company adopted certain strategies it was introduced for those who are skin

conscious and have rough skin or acne problem. For its pricing they have created a method of

price skimming that is bringing a product with a high rate for shorter period of time in the

market.

Al in all P&Gs new product Camay Care is suitable for all skin types. It is said to be a soap

which gives skin a fresh & healthy look.

The Procter & Gamble Company was established in1837. It is the leading consumer goods

company with a mission to improve the lives of consumers wherever it operates. P&G Pakistan

is a subsidiary of the Procter & Gamble Corporation. Procter & Gamble started its operations in

Pakistan in 1991 with the goal of becoming the finest global local consumer good company

operating in Pakistan. With commitment came growth, and in 1994 acquired a soap
The Relaunch of Camay Soap 6

manufacturing facility at Hub, Baluchistan. As a company they have always believed in the

potential Pakistan has as a country and a nation to develop and excel.

In 1926, the world was introduced to the finest and most sophisticated of luxuries Camay; and in

1994, the pleasure was brought to Pakistan. Different in its very essence, defining beauty in a

totally different way from other soaps, Camay stands apart from its league of its own. Camay is

not just soap; it is a feeling of beauty from within. In a world short of time; Camay is about

finding time and pampering yourself. The person that resides inside needs importance and

attention. Camay is for spoiling you, because you are the most important person in your life.

The reasons of Camays failure in Pakistan was its extensive advertisement made for the product.

The soap was introduced with different scents to ensure variety. But Camay became unsuccessful

in coping up the expectation of the customer. Therefore it was failed.

One of the complaints of the customers was that Camay is soluble soap, due to which it is

consumed highly and is not at all a cost efficient product. Customers could not accept such soap

and ultimately P&G had to face decline in the growth stage of Camay. [ CITATION Cam1 \l

1033 ]

Failed product

Camay was rich creamy beauty soap. Camay was available in different fragrances. Camay was a

name of the hand and body soap made up P&G. it was first introduced as a pure white marketed

soap for women as many soaps at that time were colored with mask impurities. Camays slogan

for many years was Camay the soap of beautiful women . It was later replaced with for your

most beautiful complexion at every age .

The Relaunch of Camay Soap 7

Camay soap is still being produced and sold in different countries of the world as it is quiet

popular in many countries of the world. However the soap flopped to make an impact in the

Pakistani markets. For many years Camay was a major sponsor of the soap opera search for

tomorrow.[ CITATION ReB \l 1033 ]

Camay failure in Pakistan

As the Camay soap was introduced In Pakistan, extensive advertisement was done to make the

soap popular and it was introduced in different fragrances to ensure variety. But Camay failed to

come upto the expectations of the people and hence the soap failed pretty dramatically.

One of the complaints that the people have with the Camay soap was that the soap was highly

soluble and it use to finish within no time so the usage of the soap became highly extensive and

the middle class could probably could not afford to use such high or extensive usage and hence

the decided to move some other soap which was cheaper and could last for a longer period of

time. Another very important reason for the failure of the soap was that the soap was actually

catering to a very small or niche market and more importantly the people who could afford to

buy a soap free from impurities was very small hence the marketer launched the soap in Pakistan

without much of the market research. The soap was catering to a very small income bracket of

people and the marketers launched the soap in Pakistan on the basis of the Camays soap in other

parts of the world. [ CITATION Cam \l 1033 ]

Due to the failure of the Camay soap Procter & gamble decided to finish off their business from

Pakistan and hence stopped the manufacturing of the Camay soap in Pakistan, and hence the

soap is now only a part of our history books now.

The Relaunch of Camay Soap 8

SWOT Analysis

Strengths

Our biggest strength is that P&G is well reputed company that is popular in skin care

products.
P&G is a big name then obviously they have a strong customer base.
The customers of this company are brand loyal and donot leave the brand once they start

using it.

Weaknesses

P&G is struggling with its all time competitor Unilever.

Some products of even P&G have flopped in Pakistani market that means there is no

100% assurance that product will be a hit in the market

Opportunities

There are always opportunities in the market; as there are unexplored places in the

market.
Moreover they have not explored segments of children and becerages & food products in

Pakistan.

Threats

Most importantly Unilever is the biggest threat of P&G.

Economy crisis have dented customers purchasing power and obviously have affected big

companies. [ CITATION Cam \l 1033 ]

SWOT Analysis of Camay we are launching

Strengths
The Relaunch of Camay Soap 9

Camay is a product of P&G , and P&G has a good share in the market and is trusted and

reliable for it products so this will affect our product as well positively
Specifically designed for only Asians skin types so people would prefer buying
Catering everyones need as it is medicated and a beauty soap as well
Fulfilling every skins requirement
Gives the effect of face wash in a soap bar
Effective communication , as this time we have focused on advertisement and

promotional strategies

Weaknesses

At times it becomes difficult for the re launched products to again build their image.
A lot of competition in the market for both medicated and beauty soaps.
Acne is a quite sensitive issue so people might be reluctant in trying it.

Opportunities

One main thing that it is a product for everyone .Targeting the mass market. People of

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

brand image.

Threats

Product substitution, there might be a possibility that people would prefer buying another

medicated soap or a beauty soap as competition is very tough in this saturated market of

Pakistan.
Brand loyal, might be consumers are so much loyal toward their soap brand that they

dont feel like changing or even trying any other product

Competition with other soaps especially by Unilever, as it the major competitor of P&G
The Relaunch of Camay Soap 10

Low cost competition, the low cost might create a negative image in the mind of the

consumer and would buy any other soap of the same price.

Consumer Analysis with respect to the new launch

Perception

Perception is one of the most important factors when we launch our Camay soap because

perception is more important than even product actually looks like. We will be doing sensory

marketing for our product; in sensory marketing the most important sense is visual sense that

counts the most. Exposure occurs when a stimuli comes under the range of sensory receptors. We

are trying to get exposure of the consumers by using bright colors in our packaging that is above

Just Noticeable Difference (j.n.d) that automatically get the attention of the consumer. Basically

we also want to ensure that consumer feel the difference in the product that we were launching

before and this time. We will be using an attractive model, might be Kareena Kapoor and Hrithik

Roshan, for the soap that will attract visual attention of the consumer. As this time we are coming

up totally different idea. After we have exposed our ads and product to the consumer, it should be

interesting enough to get our attention. Now, these days there is a lot of competition to get

attention of the consumers as an adult sees thousand of ads a day. The print, radio and television

ads we are trying to make would innovative that gets consumers attention and stay in the mind of

the consumer. First, we have to create brand awareness in the minds of the customer that will

then make perceptions of the brand afterwards.

Role of Attention & Exposure in changing Perception

The Relaunch of Camay Soap 11

These days marketers know that what kind of things should be created that will cause stimulus to

play its role and get noticed. The factor we are using for stimulus selection is novelty. It is

basically technique of making ads and getting attention of the customer by unexpected ways or

places that get your attention. We will also market Camay in these places like backs of shopping

carts, walls of tunnels; we will also make stalls of Camay in big malls and superstores of big

cities of our target cities. When focusing on package design, we are using bright colors like blue

and green in the packaging of the soap that automatically get attention of human eye. Color is the

most important because consumer gets an idea of the product through its packaging. When

coming to smell, good smell creates a calming effect in the consumer. According to a research,

when people view ads of flowers and when they are exposed to actual flowers, they take more

time to process product information. We have came up with new flavors like mint, gardenia,

chamomile and wheat & sulfur, scents of all new soaps is unique that will obviously give a good

first impression on the consumer when he or she touches it. When we come to changing the

perception of the consumer, market communication is the most important thing. Basically market

communication is very effective when you come to brand awareness but it can also help us when

it comes to changing negative perception. Marketing communication is effective when you also

actually change the product, it cannot help in the absence of the real change in product. Now,

coming to Camay soap we have actually changed the product by launching it in different exciting

flavors. Other than that we have also paid attention to our pricing strategy. First when we

launched in Pakistan, we were targeted it for upper class as its price was too high if compared to

other soaps. This time price is not high; its kept a little low than the other competitors like Lux,

Lifebuoy and Safeguard. This time we are doing mass marketing of our product, when we will
The Relaunch of Camay Soap 12

start its distribution; it will be easily available at each and every shop i.e. there would be no

deficiency in availability.

Stimulus generalization, Classical conditioning & Instrumental conditioning

Now comes the repetition, the ad of Camay will be shown decent number of times on every type

of media. If ads exposed three times to a consumer, it creates awareness, relevance and benefits

respectively. In addition, ads will not be shown every time because it results in negative

marketing for the consumer and he start to hate the product and eventually spoil the perception in

the consumers mind. The next technique we will use will be conditioned product association. In

the advertisement, we will associate Kareena Kapoor, which is positive stimulus with our soap

Camay accompanied soft and pleasant music that can also act as a positive stimulus. Consumers

mostly interpret the personality of the brand with its brand ambassador. These are all things are

going on in the unconscious mind that Camay soap will be royal and classy just like Kareena

Kapoor. In our ads, it will be clearly showed Camay is the product of P&G because we are trying

to capitalize the reputation of P&G as a whole; we will focusing a lot on family branding as we

will do obvious to the consumer that Camay is brought to you by P&G. Now comes the part

where we will change the perception of the consumer from negative to positive while launching

it. We will be using the concept of instrumental conditioning this in short that consequences of

the purchase depends on that consumer will buy the product again or not. Last time when we

came in Pakistani market, we failed due to some reasons which are explained above. This time

before coming to market we did a whole research how we can avoid the failure and compete with

the top brands of soaps. So, to finish the negative aspect of our brand we will give free samples

when we will get into the market because this technique will be used to give awards to the
The Relaunch of Camay Soap 13

consumers to buy the product. We will be using frequency marketing by rewarding regular

customers through lucky draws. We will also be using the technique of positive reinforcement

because we will ensure the customer the satisfaction he or she wants by using the soap. In short,

these techniques will be used from the start to increase our customer base by offers like that.

Motivation & Attitude

Now we will talk with respect to how customer will be motivated to buy our product. We will

target our customers by hedonic function; that products are designed according to consumers

fantasies and enhance sensory stimulation and this function is more of an emotional rather than

rational. For example in our ads we will show a statement of problem and will show that how

Camay soap will help to solve the problem. By the way we will also focus on utilitarian function

in a way that we have added some new chemicals that are beneficial for the skins.

One more thing is that how will I change attitude of my product towards consumer. We will be

using the experiential function. This point basically says we will make the customers experience

so influential that he will automatically buy our product next time. We are providing everything

what a customer wants. His skin will be protective if he is using our product and our soap will

also be performing the dual function of face wash as well as soap.

Competitors Analysis of the new Launch

Our Competitors

Soap industry is quite a huge industry and there is a lot of competition. There are not only our

local brands competing but there is also a small market share of imported soaps. we have many
The Relaunch of Camay Soap 14

competitors like LUX, Lifebuoy, Dove etc. Competitors analysis of Pakistani market shows us

the following figures of market shares of leading soap brands.

Leading soap Brands Market share

Lifebuoy 35%

LUX 25%

Safeguard 15%

Others 25%

So by looking at these figures our main competitor would be lifebuoy and LUX from which we

have to snatch their market share. Both these products are well established in market and having

cumulative 60% hold on the market share of soap industry. Re launching Camay soap in

competition with these giants is a difficult task but still we are going to launch our product by

using the name of P&G which will support us. Many new features are added in our new soap.

Our unique selling point will help us to grab the market share of our competitors and attract new

customers.

USP

Our soap is a fully nourishing soap which provides you extra nourishment with the blend of a

natural moisturizer that not only lightens your skin but also prevents skin darkening and leaves
The Relaunch of Camay Soap 15

you with soft, smooth, clear and shiny skin. Basically you are getting a fully moisturizing face

wash and body wash which gives extra nourishment to your skin in form of a soap bar. Our soap

is not only for specific sort of skin it is the solution for every category. Individuals of all skin

types can use our product, whether their skin is oily or dry. We wont be targeting specifically

women to use our product but we are catering the masses that from a toddler to aged people

everyone can use our product.

Basically our USP is that our soap has a moisturizer that lightens the skin tone and makes you

look fairer. Right now no other company in Pakistan has launched a skin whitening soap with all

this nourishment features. Secondly one variant of our product wheat and sulfur has an extra

amazing feature that it is a solution for acne. People who are having acne can surely use camay

wheat and sulfur as cure for acne. So these two things will act as our unique selling point which

will surely attract the customers.

In our subcontinent region almost 15% to 20% people use skin whitening creams for lightening

their skin tone. Many of them may want to use fairness creams but dont want to increase their

expenditure. Looking at this scenario the launch of camay soap with skin lightening moisturizer

can become successful. It will motivate people who actually want to lighten their skin tone. They

dont really need to buy extra creams for this purpose in fact they are getting this feature in their

daily using soap. Plus with this lightening effect the face wash and body feature that makes your

skin more smooth and glowy.

Statistically almost 85% of all people have acne at some point in their lives, most often on the

face so people try different medications for this disease. Our soap provides the solution for acne

so the people wont need any extra medication for acne. Why will people buy our product can be
The Relaunch of Camay Soap 16

justified by driver theory people having acne would want to get rid of it and the solution for acne

is present in our soap and by buying our product they will enjoy dual function and multiple

features.

In this way we will be able to motivate people to buy our product because it is the best for them

and for their skin. By adding these features we want to make our product a hedonic need of the

consumer. That the consumer must specifically demand for our product instead of our

competitors product. Secondly price also motivates and de motivates a person so our pricing

strategy will also be able to motivate the consumers because we are not going to charge high

price for our product. Further pricing strategy will be discussed in market mix ahead.

Marketing and Positioning Strategies for the new launch

Marketing and Positioning strategies for launch

To re launch a product which has already a failure the next time while re launching it one has to

be even more particular and need to segment the market effectively and efficiently.

Firstly we would segment the market depending on two main factors the demographics and

secondly geography. And then we will discuss the four Ps and in the four ps we will focus on

promotion the most as it is our USP as well and then price.A

Demographics

Females are more conscious then men in case of their beauty and skin. Our soap is not only a

beauty soap it is a medicated soap as well so along with females, male would be targeted as well.
The Relaunch of Camay Soap 17

Our target market would be the toddlers to old aged people; but teenagers and then females of all

age groups would be our focus because they are self-conscious about themselves. Targeting

teenagers as the first preference is the reason that teenagers are ready to experience new products

they are in such an age where they like experimenting. We would definitely cater to their needs

so they could become loyal customers. Soap will give them beauty with no harm or side effects.

Geography

We live in such a place which experiences four different seasons and due to which people are

always experiencing different skin types. So our product would be customized for Asian skin

types and would be effective for them. It would be a bit different form which is being used in

America due to the environmental conditions and different skin types,

Marketing and positioning

Previously there were two factors for the failure firstly the price and secondly lacks of marketing,

as the customers were not fully aware what actually the product is providing. And there were

even complaints relating the solubility issue which is that it was very much soluble in water. So

this time giving it a form and touch of face wash would reduce this problem. So this time we

have focused on both these things. Basically we are positioning Camay as luxurious product

again as it was positioned before but last time price of the soap too much high to achieve the

market attention. This time we are coming up the same product giving you the same feeling of

lavishness in comparatively less price that is also in range of purchasing power of people.

Differentiating the brand

The Relaunch of Camay Soap 18

Our soap is a fully nourishing soap which provides you extra nourishment with the blend of a

natural moisturizer that not only lightens your skin but also prevents skin darkening and leaves

you with soft, smooth, clear and shiny skin. It gives you the effect of a face wash. After using it

you can feel the same leathery and foamy effect that a face wash gives. Then we are offering two

categories one is the beauty soap and one is the medicated for acne.

Creating Brand awareness

In order to create brand awareness we would carry out certain ad campaigns and we have made

an ad as well which is attached in the appendix and we would set up stalls in different stores like

HKB, Alfatah, Hyperstar that are big stores of Lahore; in which people would be assigned to

guide people and give them free samples and experimental trials. We will be launching our soap

in all major cities of Pakistan like Lahore, Karachi, Islamabad, Faisalabad, Multan etc. For brand

awareness campaign we have some special like we will use Cessna aircrafts carrying huge

Camay banners will patrol the big cities around two hours in the major cities. We will hire

around 5-7 cars in every city which will be painted with Camay advertisements and Camay logo

to create short term and eventually long term memories in the mind of the of the consumers.

Marketing mix

Here we will discuss the 4 Ps focusing mainly on promotion and price because we are

promoting a lavish product so obviously its price will be a bit high. We will be explaining the

attributes of the product that it will nourish your skin with function of face wash. Other than that

we will be focusing on promotional campaign because we want to extinct the bad image of

Camay that has been formed in the last launch.

The Relaunch of Camay Soap 19

Product

We are re launching Camay soap with two aspects beauty and medication both and with different

flavors.

We have attached the pictures of all the flavors in the appendix which are as:

Gardenia

Wheat & sulfur

Menthol

Wheat and sulfur is medicated and is especially designed for acne skin. And is specially targeting

teenagers as now days the problem of acne is very widespread in children. So keeping this in

mind we are targeting them.

Gardenia and Menthol it is not medicated but it gives you a very beautiful skin with shine and

glow. It gives you the same effect as a good face wash gives you and same sensation as a

leathery foamy face wash will give you. Except for this we even have two different sizes. One

the economy size and the other small size.

Price

Previously when Camay was launched one of the reasons for its failure was high price compared

to other soaps. So this time we have launched Camay with a price comparatively low then

previously. The reason assigning a low price is that there is a lot of competition in the market for

the variety of soaps so we have to compromise on price initially and as it was also one of the

reasons for failure. So this time we have compromised on the price issue. Our price would 4-5

rupees less than Lux that is our direct competitor.

Promotion
The Relaunch of Camay Soap 20

As mentioned previously as well that one of the main cause for failure was lack of promotion

and advertising so this time we are focused a lot on promotion along with the price. And

promotion is the second main thing we are focusing on. Along with advertising ads we will run

certain promotional campaigns as well. And we would give customers free sample soap bars and

run the promotional campaigns like giving a free trail face wash to customers on certain big

stores like HKB, Alfatah, hyper star , metro. And we would firstly check the skin type of the

customers and then give off the soap to them. In fact would suggest them which type should they

buy? The medicated one or the beauty whitening.

Design and packaging

The Camay soap will be provided in two different sizes the economy and a small size. So theres

no limitation regarding size. And three different flavors as mentioned above and the new designs

have been attached in the appendix. We have kept the design very sober and decent look to give a

good impact on the customers.

Place

A proper distribution channel would be followed from the manufacturer to the retailers brokers

etc till they reach the big stores. The distribution would be all around the big cities of Pakistan

like Lahore Karachi, Islamabad, Faislabad that are major cities and a proper coordination would

be maintained with all the stores on which the soap is being supplied. We will mainly focus our

supplies on big stores like HKB, metro, hyper star, Alfatha where there is a competition for soaps

and these big super stores create are good brand awareness between the consumers. Certain ads
The Relaunch of Camay Soap 21

would be given in newspapers for the job of salesmen and women as mentioned earlier we would

be giving sample soaps.

The Relaunch of Camay Soap 22

Conclusion

We need to make aggressive advertisement campaign to relaunch Camay soap. Consumers are

already able to recall the brand and there is only a need to create awareness, through the

promotional campaigns mentioned above. We through our advertisement campaign plan and to

remove all the negative attitude that prevail in the market .Moreover we plan to keep our price

lower then our competitors so that put a dent on their market share.
The Relaunch of Camay Soap 23

Recommendations

Today in this modern world, there are thousands of companies launching different products and

there is intense competition in the market. So, when it comes to launching a product; you should

keep in the mind points motivation, perception, attitudes because if these points are overlooked

well reputed companies like P&G can fail in the market as Camay failed first time they came to

Pakistan.

On a whole, there is a lot of competition in the soap market of Pakistan as Lifebuoy and Lux are

leading soap seller and Camay is just entering in the market. So we should come up with

strategies that improve our brand image, trustworthiness and increase our customer base in the

market because these are thing that motivate a customer to buy the product. Promotional

campaign also plays an important role because it is the thing that gives idea of product to

consumer.
The Relaunch of Camay Soap 24

Appendix A

1. What factors influence you to buy soaps?

5
Column1
4

0
Advertisment Packaging Price Others
2. Do you remember the existence of Camay soap?
The Relaunch of Camay Soap 25

Sales

Yes
No

12

3. Did you ever use Camay soap?

Sales

yes
No

16

4. Do you rate Camay higher than Lux and Lifebuoy?

The Relaunch of Camay Soap 26

14

12

10

Column1
6

0
Yes No

5. Do you want Camay to come back into the market?

9
8
7
6
5
Column1
4
3
2
1
0
Yes No Dont know

6. Rate Camay soap.

The Relaunch of Camay Soap 27

Sales
4
2

5 7
8
9
10

7. Soaps like Camay should normally be associated with ?

8
7
7
6
6
5
5 4.5

4
Series 3
3

0
Care Beauty Medicated All of above

8. Does price matter in soap market?

The Relaunch of Camay Soap 28

Sales
3.2

Yes
No

14

Appendix B

The New Packaging of Camay Soap

The Relaunch of Camay Soap 29

Appendix C

Advertisements
The Relaunch of Camay Soap 30
The Relaunch of Camay Soap 31
The Relaunch of Camay Soap 32

Bibliography
Camay Soap. (n.d.). Retrieved from Sscribd: http://www.scribd.com/doc/26249396/Camay-Soap

Camay Soap History. (n.d.). Retrieved from ehow.com:

http://www.ehow.co.uk/about_5035977_history-lava-soap.html

Re Branding of Fail Product _ A case study of CAMY. (n.d.). Retrieved from Scribd:
http://www.scribd.com/doc/53606772/Re-Branding-of-Fail-Product-A-case-study-of-CAMY