Course Code: MKTM518 Course title: INTEGRATED

MARKETING COMMUNICATION

Course Instructor: Mr. Sumit Section: Q9E17

Sangwan

Academic Task no: 1 Academic Task Title: IMC

strategies-Breeze Soap

Date of allotment: 30-04-2022 Date of Submission: 17.05.2022

Student’s Roll no: A24 Submitted By: Devanshi Sharma

Reg No - 12103329

Learning Outcomes:

Understand the importance and use of different IMC strategies that could
have been adopted by the said company/brand in order to combat/avoid
the failure of the respective brand.

Evaluator’s comments (For Instructor’s use only)

General Observations Suggestions for Improvement Best part of assignment

Evaluator’s Signature and Date:

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Marks Obtained: _____________ Max Marks:_____________

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BREEZE SOAP (IMC ANALYSIS)

About Breeze
Breeze is an Indian beauty soap brand that was founded in 1988. French Rose, Divine Sandal,
and Lemon Splash are the three scents available.

Apart from bringing out the goodness of glycerine, Breeze makes use of a new innovative
worldwide technology that increases the impact of world-class scents in a much greater way.
The goodness of glycerine is packed into New Breeze, making your skin soft and smooth.

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 Target Audience
 Breeze is a cost-effective soap for the 'Striving' or mass market. According to the
HUL website, it is for "women of rural India." As a result, the soap comes in a variety
of bright and beautiful scents, including Rose, Sandal, Lime, and Rajnigandha.
 'Beauty at an affordable price' is the brand's slogan. Breeze claimed to deliver the
benefits of both soap and shampoo, and its tagline was 'Ab Shampoo Ka Kamaal
Saboon Se' to provide greater value for money
 The value for money motif is still present, but the tagline has been modified to 'Scent
Ka Kamaal Saboon Mein.”

Failure of Breeze Soap

 Breeze soap was known for its fragrance and soothing feel after using it but the soap
did not do quite well with people so much so that today the soap has almost
completely disappeared from the Indian market.
 People started saying that the only good thing about the soap was its name but soon
after using it their skin felt dry and itchy.
 Another important factor that led to its failure is the quality of the soap . As most
people used the lux soap which has a very rich and luxury feel to it ,the breeze soap
failed to create that sort of impact on the people.
 “According to news article of Mint from 2007”, it said that: Consumers in rural
regions are expected to upgrade from less expensive Breeze soap to Lux and Wheel
detergent to Surf as economic growth provides them with more disposable income,
according to Finance Director D. Sundaram in an interview in Mumbai, where the
company is based. He didn't provide any profit or revenue projections.

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We can see this from the reviews below :

Competitors:
 A report of Economic times (2007) stated that: From December to February, Santoor
had a value market share of roughly 6.2 percent, according to current market share
estimates. The brand managed to keep its third place in March as well. The market
leaders are HLL's Breeze and Godrej Lifebuoy, followed by Lux and Santoor.

 After the advent of Santoor White, Santoor's market share increased across India.
Distribution has also improved significantly. Their promotional bundle pack deals
were very successful

 Santoor's primary markets include south and west India, according to Banupriya
Sudhakar, senior manager, client service, AC Nielsen.The Santoor grew about 40% in
the fourth quarter and approximately 29% in fiscal year 2007."

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Breeze soap Based on the segment, Breeze soap consumers
Breeze soap's target client is mainly all-age women with good purchasing power, according
to the section. Breeze soap recently launched a tiny pack to address the needs of low-income
people.

Special Appeal For Moisturising skin Care

 Breeze soap as a corporation wants to appeal to all women, yet they utilise diverse
commercials to appeal to different age groups. The Breeze soap Self-Esteem Program
is one feature that the corporation employs effectively to target adult women (DSEP).
 The majority of Breeze soap's target market is made up of young adults to middle-
aged women, with a focus on women between the ages of 30-35.

Targeting Rural People

Breeze soap also targeted rural area people who do not have that much money to buy other
competitor brands like lux or santoor.

Breeze soap, on the other hand, wants to imbue this young mind with a brand image of them.
Because Breeze soap wants to ensure that when these young girls are ready to buy, Breeze
soap's brand image will come to mind and they will buy Breeze soap's goods.

Breeze soap recently ran a campaign in a girl's school for this purpose. They encourage girls
to be confident in their attitudes in this campaign.

They give the girls free Breeze soap products and encourage them by saying that everyone is
beautiful; all they need to do is be confident and believe in themselves. This has a significant
influence.

SEGMENTATION CRITERIA (Breeze SOAP)

Measurable As a normal brand, it targeted a market of

clients with lower spending power and
succeeded in supplying that market group.

Substantial Dove has a wide target market to fulfil and a

profitable target market to provide their
products to because they target women aged 30-
35 and also teenagers at the same time.

Access able They are effectively reaching their target

demographic with creative commercials such as
Bath with Milk and Moisturizing Soap.

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 Differentiable Dove claims that their beauty bar contains 14
moisturising cream and that it goes beyond
washing and nurturing as it washes away the
day. And it is this claim that sets them apart
from other soap brands now on the market.
Actionable Dove uses strong and successful marketing
campaigns based on segment, such as the 2008
Real Beauty campaign.

Segmentation and Targetting Strategies

 The company should properly use promotion mix elements to persuade customers to
buy the newly announced product.
 Unilever should also concentrate on marketing and promotion of its soap brands other
than Dove, as other brands are less popular among teenagers. Breeze is not very
popular among teenagers, the corporation should properly promote them.
 To compete with competitors such as Patanjali and Dettol, the corporation should
aim to offer new varieties of herbal soap line of Breeze or carbolic soaps that cover all
market segments.
 To expand its market, the HUL should target and segment its product among all
types of consumers and develop products for all age groups. For example: Incase of
Dove , they targeted women of all age group which resulted in a massive growth of
their sales and market.

Market and Consumers:

 The soap industry is extremely competitive and fragmented (Euromonitor). Its urban
market growth is slowly catching up to worldwide consumption levels. Rural markets,
on the other hand, have a long way to go. In rural areas, per capita soap usage is still
one-third that of urban areas. Breeze should focus on these markets because they have
a lot of room for expansion.

 Brand Repositioning :Re-Inventing Freshness

Consider the case of Santoor, the brand has always reinvented itself to stay relevant to
the consumer.

Similarly in the case of Breeze soap, firstly the focus should be on the ingredients as
consumers had issues with its drying effect on the skin.

Secondly, the idea of freshness and breezy feel should be reinvented by the company in order
to succeed. They need to go back to their roots

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IMC Strategies
An IMC strategy is the foundation of integrated marketing communication, and it specifies
which tools will be used throughout the communication and execution process. The
advantages of IMC include the ability to meet an organization's marketing objectives through
proper implementation of an IMC plan (Duncan, 2004). The following are the tools that will
be used in this plan:

Obje
ctive:
 T
o make breeze soap popular not only in the rural and lower income market but to
reposition it and make it the most popular soap in the higher income sector market as
well.
 To leave a sense of calmness, smoothness and health wellness among the consumers
using the soap.
 To increase the market share of the breeze soap.
 To revive the long lost image of breeze soap in the minds of people.

Media Plan
1)Advertising

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  To carry out the teaser, all of the major advertising platforms will be used, including
television, radio, the internet, and the newspaper.

 The use of hoardings, television, and the newspaper would be prioritised. The final
commercial would air during morning shows, late night shows, and evening hours on
television.

 Similarly, the hoarding should imply that doctors are recommending Breeze soap to
certain persons. Although this may be a change in approach, it is important to meet the
objectives.

 The same campaign would be used in various ways across all advertising platforms.

2)Public relation activities

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  Various doctors, artists, and athletes should be invited to a corporate event, along
with other corporate members, and then informed about Breeze’s innovative concept.
In this situation, introducing a new category could be advantageous.

3)Merchandising and Packaging:

 Various merchandising efforts should be launched in some top-tier stores. This

would draw customers closer to the brand, and it would be clear what was
going on.
 In a similar vein, the brand's packaging should be consistent with the new
marketing strategy.

Strengths
 One of the key advantages of employing billboards and hoardings is that they may be
seen by a larger number of people. Similar to other forms of advertising, billboards and
hoarding are less expensive.
 Newspapers, television, and the internet can be chosen to cater to a specific demographic
of upper middle and high class people. The major goal is to make Breeze a must-have
feel good soap, without which you will be unable to achieve both attractiveness and
freshness

Social Media Campaigns

 Promoting Real Concepts of Beauty:

As we know that Breeze soap targeted mainly rural women .So a campaign can be
advertised focusing on women.

Women should be encouraged to "express who they are, whatever it looks like," the
point. Focus on empowerment rather than nice deeds.

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 These campaigns should be marketed and promoted on the social media handles of the
company in order to reach a wider audience and create more awareness among masses.

 Make a genuine philanthropic item.

Why not do rid of the absurd tie-in positioning and offer a product that is solely
focused on boosting women's self-esteem? There are no questions or percentages: 100
percent commitment from 100 percent of product sales What a powerful statement
that would be.

 Choose a topic that doesn't need to be

explained.

What if Breeze products were committed to

preventing teen suicide or eating disorders?
How many individuals would buy the product
only on those grounds? Less explanation
equals greater relevance, or at the very least,
immediacy. "Self-esteem" is a vast and
amorphous term, yet it's crucial.
I believe that demonstrating that you can
market something while selling nothing is
more difficult than really making money
through branding.

 Emotional Marketing
Breeze could have opted for emotional marketing just like Dove wherein they could
have targeted the mothers to encourage their daughters to use the soap in rural market.
The campaign can have basic but catchy taglines.

 AD Setting
Soaps with various taglines indicate freshness for various purposes.

Freshness is necessary

Confidence is freshness.

Freshness is wonderful.

You are freshness.

Freshness is enticing.

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References:

https://www.slideshare.net/search/slideshow?lang=%2A%2A&page=2&q=failure+of+B
reeze+soap&qid=6cb57656-77da-463a-989a-
8b64e65804d4&searchfrom=header&sort=relevance

https://www.socialmediatoday.com/content/raising-bar-soap

https://www.hul.co.in/brands/beauty-personal-care/breeze/

https://www.campaignasia.com/article/unilever-changes-breeze-formula-for-modern-
women/197837

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