Final Presentation

Re-launching “Camay Soap”

As
 Sahar Fatima

 Muniza Syed

 Ayesha Baig

 Kiran Shahzadi

 Ali Bin Niaz

 Muhammad Tahir
 Camay Soup by (P&G)

 Introduced in 1926

 Available in different fragrances

 Camay's slogan was "Camay: the soap for

beautiful women." It was later replaced
with "For your most beautiful complexion
at every age."
 Not up to consumers expectations

 Highly soluble soap

 Not a cost efficient product.

 Old

 New
 Different color for different variant such as
pink for rose extract

 Bars come in package size 100g, 120g, 150g

 Camay has also launch 45g called mini

Camay of Rs 12/
 Ultimately P&G had
to face a decline in the
growth stage of PLC
of Camay.
 Camay Skin Care:
Simple and sophisticated.
Available in various types.
An economical product.

 Product Features:
Customized approach for every skin.
A solution to all acne problems.
4 in1 process.
 4 in1 process allows
to cleanse, creating a
protective shield,
moisturize
and finally leaving the
skin crystal clear.
 Different variants

Peach extract Neem extract

Rose extract Menthol extract

Lemon Extract
Comparative pricing strategy:

Method in which the selling price of a new product is

arrived at by comparing the benefits it offers with
those offered by the competing brands.
Camay regular pack Rs.38/-

Camay family pack Rs.54/-

Camay small pack Rs.26/-

Camay mini pack Rs.12/-

P&G distribution network is one of the key strength
that help them reach their product across the length
and breath of its vast country

•Big retail stores

•Marts
•Super stores
Television

News paper

Bill boards (on busy roads, outside universities) .

Solution for every category of skin.

Product is sub divided into flavors for the attraction

of target market.

Benefit of being 4 in 1 product.

Need time to settle in the market.

Resistance by those who have a fair of using

medicated products.

Change consumers’ beliefs about “Camay care”

soap.
Growing consumer market for ‘improved’ and
‘attractive’ soap.

Specifically designed according to the need of

teenagers community.

Niche marketing.
New entrants in the markets.

Competition from beauty products

The biggest threat to Camay is not only the

aggressive promotion by LUX, but also its product
line extension.
On age - 18 to 25 years

Based on income – A and B income group

Target Market – Primary=female

Secondary=Male/kids
Over the years positioned as a beauty soap not only for stars
its for common girls too.
Point of sale display

Packaging design to encourage purchase

Direct selling to customers in showrooms

Negotiation with retailers to stock the product

Through social media

Banner ad

TV ads
 Gold coin offer Contests
 Buy as much Camay Skin Care
Soap as you can .! Because we
have inserted 50 Gold coins in
our released soap series.