PRESENTED

BY
VIREN VIRA 7539
PUSHKAR. G. MATHURE
7503
NIKHIL.R.SAWANT 7523
KRUNAL PUNJANI
7518
 DISCLAIMER
• INFORMATION WHICH IS
ABOUT TO FOLLOW IS
BASED ON SURVEY
CONDUCTED BY US & IS A
SUMMARY OF THE
RESPONSES WE GOT .
• ANY CONTRADICTIONS
THERETO ARE PURELY A
MATTER OF PERSONAL
DISCREATION &
 INTRODUCTIO
N
Soap Sector is envisaging the cut throat
competition.
“Customer is a king” and their needs
enforce the companies to emerge with
unique new products.
Middle class people look for quality goods
at reasonable prices.
 FACTORS INFLUENCING THE
BUYING BEHAVIOUR
PRICE
COLOUR
PACKAGING
FRAGRANCE
SIZE
SCHEMES
ADVERTISEMENTS
KIND OR CONTENTS OF THE SOAP
100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
Pr Cl Pck Fr Sz Sc Ad Kd

yes no
 PRODUCT
TFM
COLOUR
PACKAGING
FRAGRANCE
KIND OF SOAP
SOAPS AND CONSUMER
PREFERENCES
 TFM
Toilet Soap
Alkali + Acid
TFM
FLAVOURS+ GLYCERIN+OTHER
CHEMICALS = REAL SOAP. This reduces
the TFM.
TFM responsible for human skin.
Toilet Soap, rich in TFM is costly.
 COLOUR
 ATTRACTS THE USER
 FOLLOWING ARE THE COLOUR OF THE
SOAPS PREFERED MOST:
GREEN
PINK
WHITE
YELLOW(SANDAL)
BLUE
OTHERS
 YELLOW

WHITE
GREEN

OTHERS

BLUE
PINK
 PACKAGING
 EYE CATCHING PACKAGING
 ATTRACTIVE PACKAGED SOAP GETS
PREFERENCE OVER THE OTHER.
 FOLLOWING ARE TYPE OF PACKAGING
LIKED BY MOST:
TRANSPARENT
DARK COLOURED
DECENT COLOURED
DOUBLE PACKED
 TRANS DARK DECENT DOUBLE
PARENT COLOURED COLOURED PACKED
NO. OF 10 1 20 15
RESPOND
ENTS
 FRAGRANCE
 MOST IMPORTANT CRITERIA FOR
SELECTION OF SOAP
 ACTUAL FRESHNESS OR AMBIENCE IS
CREATED JUST DUE TO THE AROMA OF
THE SOAP
 THE COMPOSITION AND REQUIREMENTS
OF THE FRAGRANCE:
SANDAL
FLORAL
PREFUMERY
LEMON
HERBAL
 SANDAL HERBAL PERFUM LEMON FLORAL
ERY
NO. OF
RESPON
10 5 15 3 4
DENTS
 KIND OF SOAP
 REPRESENTS THE NEEDS AND CHOICES
 MOST OF THEM SELECT MORE THAN ONE
CATEGORY
 LOOKING TOWARDS SOAP AS AID TO MAINTAIN
THEIR COMPLEXION
 KINDS OF SOAP:
GLYCERIN
AROMATIC
HEALTHCARE
MOISTURIZER
SANDAL
HERBAL
 GLYCERIN HEALTH SANDAL AROMA- MOISTURI HERBAL
CARE TIC ZER

NO. OF 1 8 10 3 5 7
RESPON
DENTS
 SOAPS AND CONSUMER
PREFERENCES
CINTHOL
LIRIL
DETTOL
SANTOOR
MEDIMIX
LIFEBUOY
REXONA
LUX
MOTI
PEARS
 16

14

12 CINTHOL
LIRIL
10
DETTOL
SANTOOR
8
MEDIMIX
LIFEBUOY
6
REXONA

4 LUX
MOTI
2 PEARS

0
L

IX

X
NA
L
L

TI
Y
R

S
O

TO
RI

LU
O
O

AR
O
H

-2
U
TO
LI

DI

M
T
NT

X
EB

PE
DE

RE
N
CI

F
SA

LI
 MODIFICATIONS IN THE
SOAPS
YES- 20
NO- 15
 OUR PRODUCT
 NAME
“ DIAMOND SANDAL SOAP”
 CONTAINS
 TFM
 PACKAGING
 COLOUR
 FRAGRANCE
 KIND OF SOAP
 QUALITY
 PRICE
HOW DO WE DETERMINE THE PRICE OF A PRODUCT?
PRICE OF THE PRODUCT IS DETERMINED BY TWO BASIC
FACTORS-

1. DEMAND FOR PRODUCT

2. COST OF THE PRODUCT

ACCORDING TO MARKET CONDITIONS THERE ARE THREE

STRATEGIES OF THE PRICE.
6. PRICING AT PAR COMPETITION
7. PENETRATING PRICING, WHICH IS BELOW THE COMPETITION.
8. PREMIUM PRICING I.E. PRICING HIGH ABOVE THE COMPETITION.
 COMPETITORS
 MOTI SANDAL
75gm 22/-
150gm 40/-
 GODREJ NO.1 SANDAL
(4*75gm)=300gm 22.50/-
(4*125gm)=500gm 39/-
 JO SANDAL
(4*75gm)=300gm 25/-
 BREEZE SANDAL
(3*100gm)=300gm 22/-
 SANTOOR SANDAL
75gm 13/-
150gm 19/-
 MYSORE SANDAL SOAP
150gm 37/-
 PRICE
FOLLOWING IS THE PRICE RANGE WHICH IS GENERALLY
PREFERED BY THE CONSUMERS.
RS. 8 TO RS. 10 TO RS. 15 TO RS. 20 TO RS. 30 &
10 15 20 30 ABOVE

NO. OF
RESPON 11 25 24 9 2
DENTS.
FROM THE ABOVE TABLE WE CAN SAY THAT WHEN PRICE OF
THE PRODUCT IS LOW THEN DEMAND FOR THE PRODUCT IS
ALSO LOW AND WHEN PRICE RAISES DEMAND ALSO RAISES.
PRICE AT WHICH MOST OF THE CONSUMERS PREFER TO BUY
THE SOAP.
 GENERALLY THE MIDDLE CLASS PEOPLE WHOSE INCOME
LEVEL IS BETWEEN RS.10,000-40,000 PREFER TO BUY THE
SOAPS OF RS.10-25.
 PRICE
 ONLY FEW OF THE HIGH CLASS CATEGORY PEOPLE
PREFERS THE SOAPS ABOVE RS.25 AND THE LOWER CLASS
PEOPLE PREFER THE SOAP BELOW THE PRICE RS.12
FOR THE SOAP WHICH WE ARE GOING TO LAUNCH i.e.
DIAMOND SANDAL SOAP IS PRICES AS Rs.13 FOR 75GMS,
AND RS.21 FOR 125GMS.
OUR CAPITAL BUDGET IS Rs. 50 CRORES.
 PLACE
 PLACE AND TIME MUST GO HAND IN
HAND

WHEN TO LAUNCH A NEW PRODUCT

 WHERE TO LAUNCH A NEW PRODUCT

 HOW TO DISTRIBUTE THE PRODUCT
WAREHOUSE OF CO.

WAREHOUSE OF SUPER STAKIES

DISTRIBTION AGENT

SALES REPRESENTATIVE

APPROACH TO RETAILER

PLACING THE PRODUCT AS PER DEMAND

 PROMOTION
Makes people aware of the product.
Has a lions share in selling the product.
Helps to reach the product to the targeted
consumers.
OUR PROMOTIONAL ACTIVITIES

 Door to door campaigning

 Free sampling
 Setting stalls outside the famous landmarks
 Posters
 Set the hoardings on highways
 E-advertising
 Offers regarding philanthropy.
 Ads on television and radio.
 CATEGORY
 We have 3 classes in our society:

UPPER CLASS.

MIDDLE CLASS.

LOWER MIDDLE CLASS.

 ADVERTISING IN RURAL and
DEVELOPING AREAS
Door to door campaigning
Bus painting
Free sampling
Setting stalls outside the famous
landmarks
Posters
Flashing the ads in newspapers
ADVERTISEMENT IN URBAN
i.e. DEVELOPED AREAS
Television and radio advertisements
E-advertising
Offers regarding philanthropy
Flashing ads in magazines.