This is the COSCO glycerin soap.

This soap made by a local Bangladeshi company

Kohinoor Chemical. It is a body soap and unisex product. It was so popular at 90s.
Kohinoor Chemical Company Limited Started journey in 1970s with this product.
I think the company used 19th century strategy in this pack design. The company
used a girl face as the symbol of the product. This one not even photograph, it's a
color drawing. The portrait is much whiter than normal skin. Therefore, I thought the
story behind the portrait is, "you will get brighter through this soap."
the company still going with that design because of this product is so popular in
rural area and Now it is going to be a iconic product. Where maximum people are
not educated enough for, communicate new design. Here targeted consumer is the
important matter for remain that design.

The company used her face as the symbol of the product. And it's kind of in a weird
way, another example of how 19th century advertising imagery tried to comfort the
audience with some sense of a connection to an individual. That was like in the
older smaller non-mass communication world, if you look at histories of advertising
you would discover that Lydia Pinkham company actually did an experiment.
And then it's also the period where the idea of an imaginary person who can brand
a product comes into play. Now this is a little later, this is 1898, as you can tell from
this beautifully colored illustration.
Other things like the Coca-Cola logo, which were trademarked really early, is this
kind of beautiful calligraphic rendering of the idea of something that's smooth and
pleasurable. And you see it coming out of the period where images were maybe not
as useful as strong lettering was, but they kept using because of its visual power.
You could say that this ad has no consumer appeal.

The design and advertising strategies of manufacturers in the Victorian era were not so different
from what we do today.
Find an example of a contemporary product that borrows a 19th century concept in its design or
advertising.
Write a short paragraph that describes the product, explains what 19th century strategy was used
to make or promote it, and summarizes why it was borrowed today.
Please provide or source an image of this product and upload it along with your submission. You
may also incorporate links into your written response.

Describe the product (who made it, who is it for, and what its purpose is)

Define the 19th century strategy used to make or promote the product and explain why it
was used at that time. You may refer to an example of a product from the lectures to
support your answer.

Explain how that strategy is contained or interpreted in the product you have chosen. (If
you know why, then you may include it too, but it's not required.)

A Presentation on Brand Analysis of Cosco Glycerin Soap

2 The Presenters Tahsin Tasnim Tia (ID ) BBS Muhammed Ziaul Hoque (ID ) BBS Monia
Rahman Bhuiyan (ID ) BBS Oishee Augustina Gomes (ID ) BBS Amina Farhad Rifa (ID ) BBS
Hosneara Binni (ID ) BBS Mashuq Bin Mizan Mimo (ID ) BBS
3 Brand Profile Brand of Commander Soap Company Limited Previously Kohinoor Chemical
Company Limited Started journey in 1970s 2 sizes of soap
4 Target Target Segmentation BusinessSocial class Middle class Lower middle class
Working class market Hotels Restaurants
5 Uniqueness CriteriaCosco SoapPearsLux People of all walks can buy this soap Good for daily
use Resembles social class Soap for all season Gives you all day freshness You love the
packaging The advertisement caught your eyes The soap has great Fragrance You love the shape
and size of the soap bar Brand name attraction Role model attraction Durable soap Soap
variation Convenient Pricing Availability Reliable for skin No side effects Recommended by
friends and family1.22.5
6 Uniqueness
7 Brand Performance Performance in the early years: 1 st Glycerine soap in Bangladesh Very
popular brand High quality
8 Current Performance of Cosco Market Share of soaps in domestic market
9 Competitive Scenario Competitive scenario in its initial years Competitive scenario (current)
10 Competitive scenario (continued )

11 Research (Methodology) Secondary Research Internet OtherPrimary Research Survey

Interviewing peoples researches
12 Findings Total survey participants = 30 (100%) Venue- BRAC University & Nearby Male =
15 (50%) Aware = 11 (73.3%) Female = 15 (50%) Aware = 11 (73.3%) Unaware = 4 (26.6%)
13 Findings (Age Categories)
14 Findings (Education Categories)
16 Findings (Usage month-wise)
17 Findings (Purchasing Venue)
18 Findings (Purchasing Budget)
19 Findings (Does Packaging Matters?)
20 Findings (How often does people change soap brands?)
21 Findings ( Promotion Interest )
22 Findings (How do you choose your soap?)
23 Findings ( Soap recognition by the promotion )
24 Findings ( Communication Channel Preference )
25 Findings ( Soap Type Preferences ) Liquid63.33% Bar33.33% Both3.33%
26 Findings ( If Cosco Soap had liquid version ) Willing to buy 76.67% Not willing to buy
23.33%
27 Recommendation Re-Brand the product Modernize marketing strategy Specify target market
Launch new packaging Create new fragrance
28 Conclusion Stay with the flow Still survived and used Possible of comeback