Soap Industry in Pakistan

Members:
Abdullah Khalil

(083)

Hafiz Ahmad Raza

(005)

Anum Durreshehwar

(016)

Umair Khan

(074)

Adeel Ashraf

(056)

Mudassir Hayat

(091)

History

No one knows the exact history of Soap.

Although it appears to occur since the dawn of civilization

5000 years ago sumerians were boiling ashes of animals and

vegetable fats.

Similar receipts were used in Egypt back to (1500 B.C)

Mount soap in Rome , women used a combination of wood ashes and

animal fat into clay.

After Rome fell to Barbarians, use of soaps decreased.

Use of soap increased in mid 19th century during Crimean war in

which British soldiers died because of disease.

Proctor & Gamble (P&G)

One of the early giants that started manufacturing soap

In 1900s it spent more than $400,000 on advertising an amount

equal to $10,000,000 today

Saponification (Method for Manufacturing of Soap)

Unilever

Founded by 2 friends in 1890s ,William Hesketh lever and

lord Leverhulme

In 1930 UK Unilever made its headquarters

Russia , India , Brazil , China , USA , Canada and South

Africa , more than 174000 employees

Turnover 49.3 billion

Dove

Developed in 1957 in USA as a beauty soap

Main competitors are Olay of P&G, Neutrogena of Johnson and

Johnson's and Nivea of Beiersdarf.

LUX

First launched in UK in 1899 as a flaked version of Sunlight soap

but in 1916 it was marketed as a laundry soap

In Pakistan it was launched in 1957 and is now one of 10 top soaps

Pears

A Unilever Product.

Pears transparent soap was invented in 1789 by

London barber Andrew Pears.

In 2009 its formula was changed by Unilever as

they added a nice touch of Purity and Smell.

Camay

In 1926, Procter & Gamble introduced Camay

Soap in market. It became a success story as its
selling bin more than 60 Countries.

Capri

Launchedin1969 by a Pakistani Company

named as Zil limited.

Its a naturalskincaresoap that helps in

nourishing the skin.

Explanation of Top
products
Lux

soap.

Dove

beauty soap.

LUX HISTORY

In 1899 launched in the UK as laundry soap

Launched in the US in 1916

Marketed as a laundry soap targeted

specifically at 'delicates

In 1960 went colored and introduced as beauty

soap

Product of Unilever

In Pakistan Lux was first introduced in 1957

Till now Lux has becomeone of the top soap

brands in Pakistan

SEGMENTATION
Targeted

16 35 years

Targeted

Age Group
Gender

Female

Target

Class

Upper class

Upper middle class

Middle class

MARKETING MIX

Products

Price

Place

Promotion

SWOT ANALYSIS

Weakness

Strength

Opportunity

Threats

Dove Soap

DESCRIPTION OF PRODUCT

MARKETING GOAL OF DOVE

MARKETING MIX

PRODUCT

PRICE

PLACE

PROMOTION

SWOT ANALYSIS

STRENGTH

WEAKNESSES

THREATS

OPPORTUNITIES

Methodology

It was a Questionnaire based research.

A total of 110 Questionnaires were filled out

from the consumers of Soaps from different
institutes of Lahore.

Sample was selected through random sampling.

As its a quantitative study ,its results were

evaluated on statistical software SPSS.

Cont.

The Results are illustrated in the form of tables

and graphs.
Analysis and Results

Conducted survey showed Dove as mostly used

soap in Pakistan and Lux was second.

Likert scale questionnaires were used for data.

According to the results by SPSS ,

Male:57

Female:51

Graphs

Results cont.

As per according to the survey results:

Dove stands first with 39 users as it is used

more than any other soap brand.

Lux is at second position with 34 users.

pears is at third place with 13 users.

Camay and Capri both have 11 each users.

Conclusion

Dove soap is the most popular among the general public

Lux soap is the second most consumed soap brand

among the consumers

Pears soap comes third in the list.

The whole research concludes that people use their

Favorite soap brands regularly and they refer them to
their friends and family too.

Usually relatives mostly use the same soap brands as

well and their favorite soap brand whichever it is, it offers
economic prices that suites the consumers in a best way.

Their Favorite soaps have unique fragrance, color, shape

and provides moisture to the skin and prove itself to be a
good soap for the user.

cont.

The user finds himself loyal to his brand as he

always prefer to purchase his favorite brand
whenever he buys soap that makes him to
convey positive word of mouth for the brand as
he feels satisfied with the soap brand that he
uses.