Product –COSCO Glycerin Soap

Main vision of this COSCO soap was to represent that this soap is healthy for the skin and also save the
skin from the rough chemical because of this COSCO soap consists’ glycerin and other skin-friendly
ingredients on its soap. But lacks of proper advertisement new generation don’t have any idea what is
COSCO soap is and how it works.

Lack of Tv. advertisement and promotions are the main reason for their present market situation. Even
they don’t develop their product design and strategy too.

Market Situation

The market situation gives a detailed guideline of what is the current position of the market and how to
overcome those situations and so on. In that perspective, we analyze COSCO soap's present market
condition, their advertisement strategy, and the reasons for their declining market share, and so on.

Present market conditions

COSCO soap was started its journey since 1970. That time technology that not much developed and that
was the only soap which contained glycerin on their soap. At that time that soap was popular as a beauty
soap. That time they were too much active on their tv. commercial so that they can grab mass customers'
attention. But now people's demand became changes. People are looking for verities’ categories of soap.
The most common soaps were one is antibacterial soap and the other one is beauty soap. In beauty soap,
the competitors offer verities of Soap categories (like rose fragrance, nuts, and milk ingredients soap, and
so on). But COSCO just offers one criteria soap which is considered monotonous for the mass people. On
the other side, their tv commercial ads are backdated. In the last 20 years, they invest 00 amount of taka
for their tv. commercial add purpose. For this reason, their market position is lower comparatively other
competitors like (Unilever brands products: LUX).

TV commercial advertisement they used

The most important fact is that COSCO soap last do their tv commercial adds in 90’s century time after
that they don’t do telecast any of their TV. Commercial adds. Whether competitors invest millions of taka
for tv commercialization purposes whether COSCO invests 00 amount of money which is the main
drawback of Cosco.

As a result, competitors capture mass people’s attention by offering different categories of soaps into the
market. Not only that each year they spend millions of taka for making an innovative TV. Commercial
add. Because they know that promotion is the only medium through which they can reach their target
customers.

Target market

Their target market was especially women who are concern about their beauty as well as the harmful
chemical.

Why they are now in this declining position?

Lack of proper TV. commercial advertisement they now declining position in the market.

Campaign strategy, Aim, and Objectives

How they may change their TVC advertisement program?

Regarding make a new TV commercial program purpose found many lacking. In that perspective needs to
do some changes to the product and the tv. commercial add. Most of the competitors offer only beauty
soap. In that perspective if Cosco offers both soap and bath bombs at a time it might be more interesting
towards the customers. Because customers always looking for a new thing. Not only that COSCO can
offer a new product which consists of both glycerin and honey and make mass promotion to give the
customers that how honey and glycerin is essential for healthy and glowing skin. Not only that when they
offer also bath bombs at a reasonable price mass people get more attracted. To capture mass-market
attention they may introduce a new tv. Commercial ads and need to promote these ads by the most
popular and trustworthy person who helps to enhance their tv. Commercial program.

Who will be the representative of COSCO Soap and why this promotion strategy will be effective for the
organization?

The new campaign strategy is different. In this campaign, we represent the COSCO in a different way.
Whether we first tried to discuss the bad impacts of new fragrance and chemical soap (especially how this
excessive chemical makes our skin rough and dull). The main advertised cast will make it by “Joya
Ahsan” who is already a famous actress and also have positive image into the society. Her speech has
inspirational power which consists motivational. For this reason the majority of the marketers do their
promotion by her. Another important fact is that still, she didn’t committed any kind of beauty soap
related commercial adds. And the majority of the people curious to know about her beauty's secret. If she
will promote COSCO soaps add and said that “She is beautiful because she uses COSCO soap daily from
her teenage life till now. That’s why her skin still soft and glamorous rather than others”. When she
promotes that majority of the people believe that because she started her career earliest 20 and from then
till now she is still famous for her flawless beauty.

Aim

The main aim of this new tv commercial advertisement to attract customers with a new promotion
strategy and tries to rebuild their brand image towards the customer's mind in a different way.

Objectives

 To reach the existing and new target customers

 Develop product and represent the product in an innovative way
 To create a strong position in the market
 Increase sales volume
 Create a positive impression on consumers' minds.

AD storyboard and idea

How this new advertisement helps the COSCO soap to get back their track
When this new COSCO soap came up with their new bath bomb and Glycerin honey soap and
represented by Joya Ahsan majority of the people believe that advertisement. Because in many cases
people have more curiosity about Joya Ahsan’s beauty. Because she is now 48 years but still she looks
younger and she had good skin tone. In that perspective, if she promotes COSCO soap it's more reliable
to the audience. It’s true that before women's skin was more glamorous than now. At that time COSCO
soap was famous. And the women were dependable on COSCO soap only. When this advertisement
promotes among new generation it attracts that in a new way. Because most of the young generations
don’t know what is COSCO and glycerin soap and the importance of glycerin soap. It is true that too
many lucrative and fragranced soap attract us but too much fragrance soap consists too many chemicals
which makes skin dull and gloomy. If we do some interviews with the young energetic women and finally
take a review from Joya Ahsan that advertisement is more lucrative. If represents this advertisement like
an awareness purpose regarding harmful chemical it became more attractive to all. On the other side, no
competitor offers bath bombs in Bangladesh. So it’s a new concept of COSCO soap and people will like
it.

The new advertisement tagline

The new advertisement's main tagline will be “It's not just a soap it’s a SOAAAP”. That means this new
soap contains more than an ordinary soap. And its bath bomb is more affordable and contains natural
ingredients instead of harmful chemicals. Whether people get the new and developed product they
became more attracted to COSCO and have a positive attitude on it.

AD storyboard and tagline

According to the storyboard, the whole commercial adds will be breakdown slot by slot so that it can be
finalized and draw a clear idea to the audience minds. In the (in the first slot) during the starting time,
Joya Ahsan shows the difference between that time and present time beauty essence (What types of
chemical people use mostly). In the second slot, she might go for gala show and many journalists and
people ask her about her beauty. In the third slot, she will tell about her beauty's secret to the audience
(Give them the hint of what is her daily used product). In the third chapter, the advertisement shows that
how Joya Ahsan cleans her face with COSCO soap during bath time she used the COSCO bomb and
finally said that “Her beauty's main secret is COSCO soap”. And finally, she claimed the tagline that

“This is not just a soap this is called SOAAAP”.

This tagline attracts most of the customers in a new way. Because customers always looking for
something unique. And COSCO was indeed famous for their glycerin soap and its skin-friendly
ingredients which is also proved since many years ago. Because of the lack of proper advertisement the
market and customers' demand automatically decrease. Because there is a truth that “Mass marketing is
the best marketing process”. When a customer continuously saw a product adds they had a positive
attitude towards the COSCO and the product will get back on the track.

Finally, can state that the success or failure of a product totally depends on their promotion strategy and
style. Most of the time organizations emphasize product development instead of marketing. As a result,
people don’t get the idea of the new product. On the other side, some organization invests on tv
commercial add instead of product development. They feel that if they introduced a new tv commercial
add, people might feel that the organization might be offering different types of products. As a result,
people would show much interest in that product. Sometimes the same advertisement creates
monotonous. That means an organization always needs to concern about its marketing promotion
strategy. Sometimes a simple tagline and innovative presentation change the whole look of the brand
position. A brand's strong market position depends on its branding. That indicates how much important to
spend money on marketing promotion purpose. If COSCO implements this promotional tv. commercial
strategy on their product development purpose the whole scenario will be changed.