The Relaunch of Camay Soap

The Relaunch of Camay Soap

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Mohsin Mahmood Qurat Ul Ain Saad Azhar Sana Rizwan Waleed Khan Section H

Intro to Consumer Behavior Ms. Shandana Sheikh Lahore School of Economics


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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 take’s to be a leader.


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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 take’s to be a leader.


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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.


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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


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I ntr oduction of Camay Soap in Paki stan

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 weren’t 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&G’s 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


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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 Camay’s failure in Pakistan was it s 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. (Camay Soap History) F ailed 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. Camay’s slogan for many years was “Camay the soap of beautiful women “. It was later replaced with “for your most beautiful complexion at every age “.


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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. (Re Branding of Fail Product _ A case study of CAMY)

Camay fail ur e 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 Camay’s soap in other parts of the world. (Camay Soap) 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.


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SWOT Analysis Strengths

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

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P&G is a big name then obviously they have a strong customer base.

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The customers of this company are brand loyal and donot leave the brand once they start using it.

Weaknesses

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

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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

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

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

Threats

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

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Economy crisis have dented customers purchasing power and obviously have affected big companies. (Camay Soap)


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SWOT Analysis of Camay we are launching Strengths

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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

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Specifically designed for only Asians skin types so people would prefer buying

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Catering everyone’s need as it is medicated and a beauty soap as well

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Fulfilling every skin’s requirement

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Gives the effect of face wash in a soap bar

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Effective communication , as this time we have focused on advertisement and promotional strategies

Weaknesses

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At times it becomes difficult for the re launched products to again build their image.

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A lot of competition in the market for both medicated and beauty soaps.

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Acne is a quite sensitive issue so people might be reluctant in trying it.

Opportunities

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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.

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P&G is well reputed company in Pakistan and we are trying to cash in brand name and brand image.


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Threats

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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.

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Brand loyal, might be consumers are so much loyal toward their soap brand that they don’t feel like changing or even trying any other product

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Competition with other soaps especially by Unilever, as it the major competitor of P&G

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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


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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 th e brand afterwards. Role of Attenti on & Exposur e in changing Perception

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


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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; it’s 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 start its distribution; it will be easily available at each and every shop i.e. there would be no deficiency in availability. Stimul us generali zation, Classical conditioni ng & I nstru mental conditi oning

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


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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 compe te 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 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 inc rease our customer base by offers like that. M otivation & 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 consumer’s 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.


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Competitors Analysis of the new Launch Our Competit ors

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 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.


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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 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 won’t 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 don’t 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 don’t 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.


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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 won’t need any extra medication for acne. Why will people buy our product can be 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 competitor’s 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 M ark etin g and Positi oni ng str ategies for l aunch

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 P’s and in the four p’s we will focus on promotion the most as it is our USP as well and then price.A


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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. 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, M arketing and positi oning

Previously there were two factors for the failure firstly the price and second ly 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


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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. Di ff erentiating the brand

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. Cr eating Br and 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. M arketing mix

Here we will discuss the 4 P’s 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


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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. 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


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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

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 there’s 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


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


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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.


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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 point’s 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.


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Appendix A

1. What factors influence you to buy soaps?

9 8 7 6 5

Series 1

4 3 2 1 0 Advertisment

Packaging

Price

Others

2. Do you remember the existence of Camay soap?

Sales

8

12

Yes No


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3. Did you ever use Camay soap?

Sales

4

yes No

16

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

14

12

10

8 Series 1

6

4

2

0 Yes

No


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

9 8 7 6 5 Series 1 4 3 2 1 0 Yes

Don’t know

No

6. Rate Camay soap.

Sales

2

4

5 7 8 9 9

10


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7. Soaps like Camay should normally be associated with ?

8 7 7 6 6 5 5

2

4

Series 1

3 2 1 0 Care

Beauty

Medicated

All of above

8. Does price matter in soap market?

Sales

3.2

Yes No 14


Appendix B The New Packaging of Camay Soap

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Appendix C Advertisements

29


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The Relaunch of Camay Soap

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