Presentation

Markerting Research
PRESENTED TO: SIR ARSLAN ZAFER SB
PRESENTED BY:HASSAN ABBAS(BSF2004006)
SUBJECT MARKETING RESARCH
CLASS BBA(2020-2024)
TOPIC SAFE&SCENTS(MARKETING REPORT)
Current Market Situation

 The Growth of cities and textile industry in early nineteenth century increased
soap usage, and stimulated use of soap making firm 1840, Cincinnati then the
largest meatpacking cower in United States had become leading soap making
city as well. The city boasted at least seventeen soap factories. A major change in
soap making occurred in 1840s. When manufacturers began to replace lye made
from wood ashes with soda ash, lye made through a chemical process.
Soap

 Soap is a salt of a fatty acid used in a variety of cleansing

and lubricating products. Soap is one of the oldest and
most important cosmetic and personal care products. Soap
is a product used in conjunction with water for washing
and cleaning.
Soap market and size

 Sizing the market refers to the number of individuals in a certain market who are
potential buyers or sellers of a product or service. Companies are normally
interested in knowing the market size before launching a new product or service
in an area. The market size of soap is though very small as compared to other
sectors such as textile, cement or any other one yet the market provides the
sellers and providers of soap products a good scope at present and in the near
future as well.
Substitute of Soap

 • Case Aqueous Emollient Cream

This gentle yet effective two in one emollient and soap substitute is perfect for keeping dry
and fluffy skin Tip Top condition.
 • Cataphyll Gentle Skin Cleanser
A mild formulated gently moisturizers and remove acne.
 • Oilatuml Shower Gel
A moisturizing shower gel that soothes and conditions the skin.
Market Leader

 Safe&scent is an Pakistani consumer Good gaint specializing in a

wide range of personal care and hygiene Goods in 2008.S&S
Pakistan (pvt) was established in Pakistan in 2010 and has grown to
be one of the leading consumer products companies serving the
Pakistani consumers with 12 high quality brands
Market Description

 Customer Segmentation
The segmentation will be based on gender (age, occupation and
locations or social class).
 Target Market
Childrens men women all type of people basically for health
conscious peoples
Market Description

 Characteristics
• Target Customers are well defined.

• We have access to the target market.

• There is a good fit between our offerings and their capabilities because our product will be economical.

• Target market needs our product because middle class people can’t buy expensive products.

• Target market need our product because it is best anti bacterial soap in low price range
Market Description

 Needs
Target Market need any beauty Antibacterial soap which satisfy then help them in skin
diseases, in removing dust from face etc., which is economical and our product can provide
all this to target customers and can satisfy their needs.
Product Review

 Feature:
• Good Quality

• Different from others

• Loveable fragrance

• Low cost/ecnomical

• Provide protection from germs

 Relationship with customer’s needs:
Our soap will satisfy most of customer’s need because our soap has all abilities to meet the
customer’s need.
 Customers need could be:
Any soap that can refresh them and help in war against germs, Antibecterial&provide beauty
to their skin, should be in there buying power, and we have taken care of these customers
need so there is a good relationship with customer’s needs.
Targeted Segment

1. Primary customer segment:

We think that males will buy and use our product more than females. We will focus more on
both male and females needs and wants because we can generate more sales from them.
 Customer Need
Product (soap) with different colors, help in removing germs from Body and also provide
beauty.
 Benefit
We have launched our soap in two different colors and include the material of removing germ
and provide beauty.
2. Secondary customer segment
Females are our secondary customer segment.
 Need
There need could be any good fragrance they can smell when they use the soap.
 Benefit
We add Rose drop in our rose soap variant to satisfy the need’s of beauty and for the
satisfaction of females
Channels and Logistics Review

 Distribution and selling points.

Because we are launching our product so there good possibility that wholesalers or retailers
will come and buy from our company because it is renowned so we direct deliver to retailers
because .it is time and cost both save for us rather then hire salesman e.t.c
SWOT Analysis

Strengths Weakness
• Uniqueness in features. Not very focused on old people
• Very focused Management. Need more management
• Competitive price according to the level of • To focused specific kind of soap
product

Opportunities Threats
Potential to expand. • High competition in market.
• Try to smash high cost strategy. • Raising inflation.
• Market segments are balanced for rapid growth. • Coustomer purchasing power may affect.
Objectives and Issues

  First Year objectives:

 • To increase sales
 • Built good relationship with customers
 • To standardized our brand in the market
 • To ensure better quality product to customers
• Growth of organization
Objectives and Issues

 Second Year objectives:

• Maintain and increase profit
• Reduce employee turnover and increase satisfaction
• Reach out to more community members
Issue

 • Maintaining reputation
Building and maintain reputation is always difficult task, especially for these organizations
which are new in the market because already existing organization have their own reputation,
so it is an issue to earn your own positive reputation.
 • Uncertainty about the future
There is uncertainty about future. We don’t know the product we have launched will be super
product or not. So the uncertainty always remains an issue for organizations.
Issue

 • Decline in sales:
If customer didn’t get satisfied from our product than our sales get declined and if the price of
our product is higher than the competitors than customer also didn’t come to us because they
fulfill their needs in less price with desirable quality so why they would buy our product.
Marketing Strategy

 Positioning Strategy
1. What
2. • Our product is safe&scent Soap
3. • Function of our product is to satisfy customers need related to their skin for example
every time they will use the soap there skin will germ free and provide them beauty also.
• We have promised that we would not compromise on the quality at any cost
Detail:
• Packing is attractive
• All halal ingredients
 Types of Positioning:
O Attribute type
o Based on the characteristics of the product

 Why
• Customers’ needs economical product
• Best antibacterial material is used which is good for skin disease, no other soap
maker use this and we have set lower price than our competitors
Detail:
• Good quality of the product
• Different benefits of the product
• Payable price of the product
Types of Positioning:
O Based on usage
o Competitors
 When
• Product can be used anytime when customer wants to use it, they can use.
Types of Positioning:
 Product class.
 Who
• For target market
Detail
• User Profit
• Our user will be health conscious peoples belongs to luxury and middle class
Product Strategy

 Target Audience
Our target audience is almost people including males and females.

My audience
Not my Audience

Male and females

And childrens Lower class males
females and
children

From high&
middle class From lower class.
Class

Not lives in
Lives in Pakistan Pakistan.
ppPakistan
 Differentiation
Differentiation is always based on competitive advantage which comes from value proposition. Our
soap is different from others because we have used the anti bectarial agent among other ingredients
which would be helpful for skin diseases.
Pricing Strategy:
We have decided to set average price of our product compared to competitions.
Why average price?
Because firstly our target markets relates to the middle class and then upper class. Secondly, we want to
attract costumer as much as possible that is why we bear lower profit.Our competition prices are nearly
about 100 to 120 of one bar our price will be
PKR 80
 Distribution Strategy
We directely deliver to retailers to reduce the cost of sales man and other third party
Marketing Communication Strategy

 6 M’s of Marketing Communication:

 • Mission
Our mission is to generate sales through effective communication strategy, shift customer views
towards a desirable position.
 • Males and females
Our target audience are both males and females and we want to communicate to both of them.
Message
Safe&scents soap (1st name of satisfaction) is a quality and economical soap for middle class
and upper class people. It includes Halal ingredients and a special flower drops. Don’t miss to
purchase.
Marketing Communication Strategy

 • Media
Our target audience is mostly student and litrate audience, so we will use electronic media for
advertisement.
• Money
We are well established and have the competency to compete the other organization. We also
serve our energy in those areas only where our target audience exists.
• Measurement
We will conduct customer survey after the completion of this process whether customers have
understand our message or not.Whether our communication media was effective or not.
Market Research

 Need
Target Market need any antibectarial soap with beautiful aroma which satisfy then help them
in skin diseases, in removing dust from face and body etc., which is economical and our
product can provide all this to target customers and can satisfy their needs.
 Future needs
Needs of customers can be changed in any market. In future Customers can think about using
substitutes of soap like face wash etc. So, soap producers or soap makers need to think that
what they can do what changing they can bring in their product.So, what we do we will be
going to introduce new product in the coming future like face washes and liquid soaps to
overcome the needs of future.
Market Research

 Customer satisfaction with our brand:

Customer’s satisfaction comes through the need satisfaction. And we are sure that all the
customers’ needs would be satisfied with our product and if not then we will try to find out
that what we are missing.
 Customer satisfaction of rival’s brand:
Our rivals are experienced one in the market. They are also satisfying their customers but
their products are not so hygienic so audience have to buy our product because they don’t
want to lose a chance of same product in lower price