TERM PROJECT REPORT

ON
“CAMAY SOAP”
  
REPORTED TO:
PROFESSOR MR.HAMMAD-UR-REHMAN
 
 
REPORTED BY: (GROUP MEMBERS)
HAMDAN-11811
ARISHA SULEMAN-11363
AYESHA MUQADDAS-12705
AMIR ALI-10555
USMAN SALAHUDDIN-11382
MUHAMMAD HARIS-11360
FARWA ALI-12706
  
 
“COURSE:
MARKETING PLANNING & APPLICATIONS (TUE 15:00 18:00)”
RE-LAUNCHING
CAMAY
SOAP
 HISTORY
•Camay soap was introduced in the USA in 1926 and in
the UK in 1958.By Procter & Gamble; it was marketed as
a “white, pure soap for women.” The brand was seen as a
luxurious and exclusive soap, which provided the ultimate
in feminine glamour.
Marketed as a “white, pure soap for women”.

•CAMAY slogan: “Camay the soap for beautiful women.”

•Replaced with “For your most beautiful complexion at

every age”.
Camay became unsuccessful in coping up the expectations
of the customers. One of the Complaints of the customer
was that Camay does not suit their skin. There is lack of
awareness about products among consumers.

 Losing market appeal:

 No more in demand
 Loosing customers
 No modifications
 Sales have dropped
 Increase in competition
 Improper advertisement
 Reasons Why CAMAY Failed In
Pakistan?

Unsuccessful in coping up with the

expectations of the customers.
 Highly soluble soap.
 Not a cost efficient product.
 Poor marketing.
 Targeting just females.
No innovation and improvement.
Camay soap not cost effective as it highly consumed
because it is highly soluble soap. Even the different
scents of the products could not contribute to its
success.
 RE-LAUNCH OF CAMAY IN
PAKISTAN?

RESEARCH & DEVELOPMENT

Since we are re-launching this brand of Camay soap, we will be making

multiple changes in the product itself along with its packaging. We will
also need to revamp the strategies and would be bringing in some
innovations with added fragrances and variety as Camay already had
been introduced earlier with regular three fragrances.
 RE-LAUNCH OF CAMAY IN
PAKISTAN?

Now we will be bringing in some changes in

fragrances of this soap. Not only that but we
will be introducing a different category as
well along with beauty soap category and
that would be Camay Bath Soaps.
 RE-LAUNCH OF CAMAY IN
PAKISTAN?
Changing perception of our product

Providing Better options and features to

increase our Audience

Aggressive Marketing

Making our product Cost Efficient

Competitive pricing and increase

competition in the market
 TAG LINE

“Feel fresh, look smart”

 MARKET ORIENTED
STRATEGY

The product is made by keeping in

view the customer’s needs rather
than producing it and then trying to
sell it.
 MARKET STRUCTURE
 We will use “Pull strategy” to attract new
customers because there is a demand in market
for a soap that should have these all features.

 We will create interest for target audience, and

then demand the product from our channel
partner, in this way our product will be pulled
from manufacturer sales channel to
consumers.
CHALLENGER’S STRATEGY

 We will launch our product in the

market as a challenger against our
competitors.
 Competition with other soaps
especially by Unilever, as it is the
major competitor of P&G.
 “Frontal Attack Strategy”.
 SHAPE
 Camay soap in its existing shape is really small in size
and so we are changing size to make it much broader.
This would be done in order to present
 Camay as a bigger, more durable and less soluble
soap.
 CAMAY ANTI-AGING

Camay Anti-Aging will particularly be an attraction

for women with the age of 35-60 who want to look
young and fresh.
 MARKETING MIX PRODUCT:

 Improvement and innovation in product.

 Camay Herbal

 Camay Minty

 Camay Kids

 Camay Anti-Aging

 Camay Men
 PRICE:

We are coming up with “penetration pricing strategy”

to become a competitive cost provider in soap
industry.
 PLACE:

• Our new Camay soap will be placed in medical store

as well as all the big and small stores across Pakistan.
• “Intensive Distribution Strategy”
 PROMOTION:

• Television, newspaper and social media

• Promotional campaigns
• Celebrity endorsement
 SWOT Analysis of CAMAY
STRENGTHS:

 Camay is a soap by P&G which a huge brand in itself

and has a large customer base.
 P&G Financially sound
 Catering needs of everyone.
 Introducing this soap not only with same scents but
with different & Unique fragrances so that we can
enhance market.
 SWOT Analysis of CAMAY
WEAKNESS:

 Once failed in Pakistan and we thus have to reframe

and rebuild its Image again for gaining success.
 Highly soluble

 Every new product needs time to penetrate in the

market.
 SWOT Analysis of CAMAY
OPPORTUNITIES:

◎ Target market is huge.

◎ Introducing new Camay of “Oudh” fragrance which
is unique in this market.
◎ By tapping in Urban market we can penetrate in
Rural areas also.
 SWOT Analysis of CAMAY THREATS:
◎ Strong Competitors
◎ It’s difficult to convince consumers of FMCG
product to switch to our product.
 CONCLUSION
◎Since we are re-launching this brand of Camay soap,
we will use aggressive marketing & advertising
campaign to break through in the market.
◎Will create awareness of the product again.
◎Feature of beauty care & bath soap will be a key
success element for our product.
◎New Fragrances will add value in capturing market
share.