santoor ( marketing project )
TRANSCRIPT
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ACKNOWLEDGMENT
We place on record and warmly acknowledge thesupervision,Suggestion and guidance offered by guide prof. RUBINA ,Department of mass media, visiting Faculty ofGHANSHAMDASSARAF COLLEGE , in bringing this project to a successful
completion.
We also extend our gratefulness to one and all who aredirectly or indirectly involved in the successful completion ofthis project work.
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INDEX
COMPANY BACKGROUND
HISTORY OF BRAND
AD AGENCY
COMPETITORS
MARKET ANALYSIS
CREATIVE STRATEGY
MEDIA STRATEGY
SURVEY ANALYSIS
NEW MARKET ANALYSIS
NEW CREATIVE STRATEGY
NEW MEDIA STRATEGY
NEW MEDIA MIX
OUESTIONAIRE
4-5
6-7
8-11
12-14
15-18
19-21
22
23-30
31-34
35-37
38-39
40-41
42-45
TOPIC : PG.NO:
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Wipro Ltd. is today among the top business conglomerates inthe world. With a $ 5 Billion turnover, it has diverse interestsranging from Information Technology to Infrastructure
Engineering and Consumer Care.Wipro Consumer Care and Lighting is today among the top10 FMCG companies and amongst the Fastest GrowingFMCG companies in India.
Wipros organic growth has been led by growth in toilet
soaps, domestic and institutional lighting and office furniture.Wipro has also gained from new launches Wipro Safe wash,Santoor hand wash, Santoor Face wash, Wipro Sanjeevinihoney, Wipro Sweet N Healthy.
Wipro Consumer Care and Lighting, (WCCLG) a BusinessUnit of Wipro Limited, has a profitable presence in the
branded retail market of toilet soaps, hair care soaps, babycare products and lighting products
Focus on customer needs with distinctive offerings, supported
by an able distribution system has contributed to the growth ofWipro.
Wipro Consumer Care and Lighting has relaunched its soapbrand, Santoor, which includes introduction of newfragrance, shape, packaging and formulation.
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Enchanteur
Romano
Wipro Shikakai
Sunflower Vanaspati
Wipro Safe wash
Yardley
Smartlite CFL
Safelite GLS
FTL
Domestic FixturesLED/ Emergency
lanterns
Tablelamps
Electric Irons
LED Downlighters
Products of Wipro
Santoor
Santoor Talc
Santoor HandwashSantoor Facewash
Santoor Enhance
Santoor Deo
Chandrika
Chandrika Hand wash
Chandrika Face washWipro Baby Soft
Glucovita
Sanjeevani Honey
Sweet n Healthy
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http://www.wcclg.com/enchanteur.htmlhttp://www.wcclg.com/romano.htmlhttp://www.wcclg.com/shikakai.htmlhttp://www.wcclg.com/sunflowervanaspati.htmlhttp://www.wcclg.com/wiprosafewash.htmlhttp://www.wcclg.com/yardleyhistory.htmlhttp://www.wcclg.com/smartlite.htmlhttp://www.wcclg.com/safelite.htmlhttp://www.wcclg.com/ftl.htmlhttp://www.wcclg.com/accessories.htmlhttp://www.wcclg.com/lifelite.htmlhttp://www.wcclg.com/lifelite.htmlhttp://www.wcclg.com/spotlite.htmlhttp://www.wcclg.com/smartlife.htmlhttp://www.wcclg.com/led_downlighters.htmlhttp://www.wcclg.com/santoor.htmlhttp://www.wcclg.com/santoortalc.htmlhttp://www.wcclg.com/santoorhandwash.htmlhttp://www.wcclg.com/santoorfacewash.htmlhttp://www.wcclg.com/santoorenhance.htmlhttp://www.wcclg.com/santoordeo.htmlhttp://www.wcclg.com/chandrika.htmlhttp://www.wcclg.com/chandrikahandwash.htmlhttp://www.wcclg.com/chandrikafacewash.htmlhttp://www.wcclg.com/wiprobabysoft.htmlhttp://www.wcclg.com/glucovita.htmlhttp://www.wcclg.com/sanjeevanihoney.htmlhttp://www.wcclg.com/sweetnhealthy.htmlhttp://www.wcclg.com/sweetnhealthy.htmlhttp://www.wcclg.com/sanjeevanihoney.htmlhttp://www.wcclg.com/glucovita.htmlhttp://www.wcclg.com/wiprobabysoft.htmlhttp://www.wcclg.com/chandrikafacewash.htmlhttp://www.wcclg.com/chandrikahandwash.htmlhttp://www.wcclg.com/chandrika.htmlhttp://www.wcclg.com/santoordeo.htmlhttp://www.wcclg.com/santoorenhance.htmlhttp://www.wcclg.com/santoorfacewash.htmlhttp://www.wcclg.com/santoorhandwash.htmlhttp://www.wcclg.com/santoortalc.htmlhttp://www.wcclg.com/santoor.htmlhttp://www.wcclg.com/santoor.htmlhttp://www.wcclg.com/led_downlighters.htmlhttp://www.wcclg.com/smartlife.htmlhttp://www.wcclg.com/spotlite.htmlhttp://www.wcclg.com/lifelite.htmlhttp://www.wcclg.com/lifelite.htmlhttp://www.wcclg.com/lifelite.htmlhttp://www.wcclg.com/accessories.htmlhttp://www.wcclg.com/ftl.htmlhttp://www.wcclg.com/safelite.htmlhttp://www.wcclg.com/smartlite.htmlhttp://www.wcclg.com/yardleyhistory.htmlhttp://www.wcclg.com/wiprosafewash.htmlhttp://www.wcclg.com/sunflowervanaspati.htmlhttp://www.wcclg.com/shikakai.htmlhttp://www.wcclg.com/romano.htmlhttp://www.wcclg.com/enchanteur.html -
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The 3rd largest brand of soap in India in the popular segmentof the category. It is a soap that combines the goodness of naural ingredients -Sandal, Turmeric and natural Skin Softeners. Sandal and
Turmeric have been an essential part of the Indian womans
skin care regimen for centuries.
WIPROs santoor is largest soap brand in south India.The brand was launched in 1985 as an ordinary soap with
sandalwood and turmeric as its main ingredients.
The brand derived the name from combining Sandal +Turmeric and it is not from the musical instrument that it gotthe name Santoor.
Although the brand became popular, the company was notsatisfied with the results.
The research suggested that customers are not correlatingthe brand with skin care and beauty. Thus started the brainstorming on getting the " WOW " factor to build the brand.The wow factor came in the form of the new positioning "For Younger Looking Skin".
BRANDHISTORY
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The achiever protagonist was introduced in 2004. The campaign
showed the mother as a successful fashion designer with the same
positioning and theme. The brand also extended itself to a range
of beauty products and to talc. Now Santoor have face wash, talc ,
soap and fairness cream.
2006 saw a big change in the marketing strategy for Santoor. The
campaigns showed Saif Ali Khan ( in North ) and Madhavan (south)
in the TVCs. The TVC's shows these celebrities along with the
Mother and child in the usual mistaken identity theme.
The customers felt that since this brand is meant foradults, it will not be soft on skin. This made the companyto change the size texture and the shape of the product.
Santoor is a brand has consistently understood the
consumers and was not complacent to change. The brand
was the first one to use a Mother and her five year old
daughter to endorse the brand.
Today Santoor is more than just the regular orange soap. Itnow has a number of exciting new variants- Santoor White,
Santoor Glycerine and more recently Santoor Honey andApricot. Santoor has grown from a traditional south Indiansoap to a modern beauty soap that has carried the secret ofyounger looking skin to more and more women across thecountry . Santoor is the secret of younger looking skin of awide range of women of different ages and income groupsall across the country.
Most of the ads showed spinsters in their campaigns while
for Santoor, the protagonist were Mothers
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Ever since time it was launched in 1985, the advertising andpromotions of santoor was handle by Draft FBCUlka and switch to
Lodgestar VMC.
DRAFTFCB+Ulka Advertising Pvt. Ltd. provides advertising services
in India. DRAFTFCB+Ulka Advertising Pvt. Ltd. was formerly known
as FCB- Ulka Advertising Private Limited and changed its name in
July 2007. The company was founded in 1961 and is based inMumbai, India with additional offices in Delhi, Bangalore, Chennai,
and Kochi, India. DRAFTFCB+Ulka Advertising Pvt. Ltd. operates as
subsidiary of Interpublic Group of Companies, Inc.
The world is changing by leaps and bounds. So are women today.
They are moving out of their homes, coming out of their shells,
achieving new heights and making a difference. People are taking
notice of these women, giving them the respect they deserve.
Draftfcb Ulka has crafted a benefit-led positioningskin that lies
about your age for the brand. It was based on a universal insight
that looking younger than their age is a big high for women. The
creative idea of a mother being mistaken for someone younger has
remained consistent for the last two decades. The creative
execution, however, has kept pace with the changing times and theportrayal of the Santoor protagonist has consistently been
refreshed and modernised. The success of the brandas Indias
third largest soap today is testimony to the power of the idea.
AD AGENCY:
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The new advertisement takes forward the theme of the brand,
Santoor woman in a mistaken identity situation. The new campaign
focuses on the issue of casting vote.
Draftfcb Ulka creative director Indira Das says, Thenew film is yet
another expression of the brand promise, set in the context of thechanging roles of Indian women. In fact the film ends with the kid
asking the mom, why vote to which the Santoor Woman replies
for your future.
The TVC shows the Santoor woman entering a voting booth, to cast
her vote. However, she is stopped for age proof.
Unveil this new identity and create some sense of excitement
over the new Santoor, Draftfcb Ulka, Bangalore, has created a
magnum opus. The ad showcases beautiful women of today, from
different walks of life a photographer, a choreographer, an
executive, a musician and many more all coming together to
unveil the new sunehra Santoor.
On the eve of its 25th anniversary, Draftfcb Ulka has created a
new identity for the brand with a new logo and a new pack. It
was an opportunity to modernize the brand, make every
Santoor user feel proud about the brand and appeal to a wider
audience. It was also an opportunity to do something different,
while adhering to the brands core values of offering younger
looking skin.
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http://www.indiantelevision.com/mam/headlines/y2k9/apr/aprmam46.phphttp://www.indiantelevision.com/mam/headlines/y2k9/apr/aprmam46.phphttp://www.indiantelevision.com/mam/headlines/y2k9/apr/aprmam46.phphttp://www.indiantelevision.com/mam/headlines/y2k9/apr/aprmam46.php -
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Incumbent agencies on WCCLG are DDB MudraMax andZenithOptimedia." they are extremely happy to partner Wipro and work
on some amazing and growing brands. Wipro is one themost trusted brands and known for adapting to a changingworld and consumer needs; they are keen to work closely
with their leadership team in managing this change."The media spend of all the brands of WCCLG is estimatedto be upwards of Rs 150 crores.Wipro Consumer Care and Lighting (WCCLG), abusiness unit of Wipro Limited, has a range ofconsumable commodities. The first product to be
introduced by WCCLG was vegetable oil, laterpopularized under the brand name 'SunflowerVanaspati'. It offers personal care products, such asWipro Baby Soft and Wipro Safe wash, toilet soapslike Santoor and Chandrika and international brandslike Yardley. Its portfolio oflighting solutions includesproducts like SmartliteCFL, LED and emergency
lights.
Lodestar um ad agency:-Following a multi-agency pitch, Wipro Consumer Care &Lighting (WCCLG) has consolidated the media duties foralmost all of its brands with Maxus. Lodestar UM, which hadbeen on WCCLG's roster, will continue to handle the 25-yearold Santoor brand
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http://www.indiantelevision.com/mam/headlines/y2k12/aug/augmam42.phphttp://www.indiantelevision.com/mam/headlines/y2k12/aug/augmam42.phphttp://www.indiantelevision.com/mam/headlines/y2k12/aug/augmam42.phphttp://www.indiantelevision.com/mam/headlines/y2k12/aug/augmam42.phphttp://www.indiantelevision.com/mam/headlines/y2k12/aug/augmam42.php -
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Lodestar UM has retained the mandate for brandSantoor, which the company had earmarked for amassive relaunch this year.
WCCLG, a business unit of Wipro, has a profitablepresence in the branded retail market of toilet soaps, hair
care soaps, baby care products and lighting products. Itis also a key player in institutional lighting in specifiedsegments like software, pharma and retail.
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COMPETITORS
At LUX, we are proud to tell our age! We have been creating
exquisite beauty products since 1925 when Lux launched the
worlds first mass market beauty bar, made like the costliest
French soap. Since then, Lux has been associated with over 400 of
the worlds most glamorous actresses from Hollywood legends like
Elizabeth Taylor, Audrey Hepburn, and Grace Kelly, to Bollywood
Royalties such as Ashwarya Rai and Katrina Kaiff.
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This soap has been manufactured since 1916when Nalvadi Krishna raja Wodeyar, the king ofMysore setup the Government Soap Factory in Bangalore.
Mysore Sandal Soap is a brand ofsoapmanufacturedby the Karnataka Soaps and Detergents Limited (KSDL),a company owned by theGovernment of KarnatakainIndia.
The main motivation for setting up the factory was theexcessive sandalwood reserves that the Mysore Kingdom had
which could not be exported to Europe because of the First World
War
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http://en.wikipedia.org/wiki/Nalvadi_Krishnaraja_Wodeyarhttp://en.wikipedia.org/wiki/Mysorehttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Soaphttp://en.wikipedia.org/wiki/Government_of_Karnatakahttp://en.wikipedia.org/wiki/Sandalwoodhttp://en.wikipedia.org/wiki/Mysore_Kingdomhttp://en.wikipedia.org/wiki/Europehttp://en.wikipedia.org/wiki/First_World_Warhttp://en.wikipedia.org/wiki/First_World_Warhttp://en.wikipedia.org/wiki/First_World_Warhttp://en.wikipedia.org/wiki/First_World_Warhttp://en.wikipedia.org/wiki/Europehttp://en.wikipedia.org/wiki/Mysore_Kingdomhttp://en.wikipedia.org/wiki/Sandalwoodhttp://en.wikipedia.org/wiki/Government_of_Karnatakahttp://en.wikipedia.org/wiki/Soaphttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Mysorehttp://en.wikipedia.org/wiki/Nalvadi_Krishnaraja_Wodeyar -
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In 1988 the soap was among the top five selling brands in
India, with a market share of 8.9%.As of 2001, the brandwas worth 75 crores and belonged to Henkel-SPIC . As of2003, the brand was relaunching new products focused on the
younger demographics and had a market share of close to 2% of
the premium soaps segment in India. Margo represents a
heritage which has been passed on to generation after
generation, since 1920. Margo has become a household name
across India, through its unique anti-bacterial property, which
stems from pure Neem oil. Neem has been a part of the Indian
tradition for ages, as a natural anti-bacterial agent, useful in
curing and preventing several ailments
Margo is a brand of soap manufactured in India. The soap
has Neem as its main ingredient . The soap was manufactured
by Calcutta Chemicalsand was launched in 1920.
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http://en.wikipedia.org/w/index.php?title=Henkel-SPIC&action=edit&redlink=1http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Neemhttp://en.wikipedia.org/w/index.php?title=Calcutta_Chemicals&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Calcutta_Chemicals&action=edit&redlink=1http://en.wikipedia.org/wiki/Neemhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/w/index.php?title=Henkel-SPIC&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Henkel-SPIC&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Henkel-SPIC&action=edit&redlink=1 -
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Santoor , India's third-largest soap brand, became the first
brand of Wipro's consumer products division to cross
revenue of Rs 1,000 crores in a year in 2011-12, powered by
a spurt in rural demand and extensions into deodorants and
Handwash. The sandalwood soap brand grew 20% in
volumes in the fourth quarter, helping Wipro Consumer Care
and Lighting post 25% increase in revenue at Rs 907 crores.
Santoor is a super brand that has build itself to a Rs 500
crores brand with its own strength and not piggy banking on
any celebrity. The brand is facing tough competition from
heavy weights and is now seeking support from outside to
stay as a leading FMCG brand.
MARKET ANALYSIS:
MARKET ANALYSIS
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MARKET STARTEGY:
SEGMENTATION:GEOGRAPHIC: Urban and semi urban females
DEMOGRAPHIC:
CLASS: Middle and upper middle class
GENDER : Female
AGE: 25 35 yrs
PSYCHOGRAPHIC: Beauty conscious people tend to buy
at any cost as they care for there skin.
BEHAVIOR:
BENEFITS:
It is a soap made with natural ingredient , sandal & turmeric so
it is trustworthy.
Easily Available every corner
Many offers are there on buying santoor soap.
Variety as well as women can look more younger now.
OCCASSION:
There are no occasion to use daily product brand . so there are
no such occasion for santoor too.
Wants to look young
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POSITIONING:
TAGLINE:
UMAR KA PATA HI NAI CHALTA
THE SECRET OF YOUNGER LOOKING SKIN
USP: Best quality at affortable price
Santoor promises younger looking skin. The promise is through
natural ingredients like Chandan and Haldi which have
traditionally been considered as good for the skin.
TARGETING:
TARGET MARKET : WOMEN/HOUSEWIFE S
TARGET AUDIENCE : 25-35 YRS
WOMEN/HOUSEWIFES OF MIDDLE CLASS OF URBAN CITIES.
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STRENGTH WEAKNESS
OPPORTUNITY THREAT
Santoor is one of the top soap
brand in India. At all- India level
santoor continues to be a the
third largest soap brand.
Santoor is now no. 1 soap brand
in south India with good
advertising and marketing.
It is a truly unique soap that
combines the goodness of natural
ingredients
There are variant flavors.
Its smell good and a skin care
product.The Santoor woman now rubbed
shoulders with celebrities Saif Ali
Khan and Madhavan in the ads.
Limited market value share
due to stiff competition in the
premium Price soap.
Rural penetration is limited.
Santoor soap only targeted
for women/ housewife's .
Just an orange soap forcustomers.
The theme of ageless skin
with protagonists mother and
daughter in all TV
advertisement 20 years back,
has remained constant overthe years.
Need to tap rural market bylaunching small sizes.
One of the fastest growing brand
and can go for global expansions
Tie up with cooperates and
hotels chains.
Large market share so strong
hold over the market.
Cuts throat competitions fromDomestic soap brands
Less scope of expansions.
Switching costs are low.
New entrance of soap brands.
SWOT ANALYSIS
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CREATIVE STRATEGY
BRAND AWAERNESS : the new santoor & create excitement around
the new logo, a golden flower & what its stands for-everlasting
natural beauty. The company wanted to up the user imagery &
brand imagery & so as to appeal to a wider & up market audience.
In the media mix will be using mainstream television channels,
print, outdoor,& digital media to promote the re- launch.
COMMUNICATION OBJECTIVE:
Benefits to target audience:
It is a soap made with natural ingredient , sandal & turmeric so itis trustworthy.
Easily Available every corner
Many offers are there on buying santoor soap.
Wants to look young
Promote the benefit i.e. Santoor makes one look younger with
support for the proposition coming from the stress on ingredients
viz. sandalwood and turmeric. Another objective of the campaign
was to narrow down the broad theme of skin care to younger
looking skin
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In past they gave completeinformation about Product and
make them aware Through tvcs ,
print ads . Ads were shown at
women watching channels and
between daily soap. The old ads
also had the catchy jingles to drawattention.
They were providing various offer andgarb women
Interest on ads based on one theme
younger looking skin
& done many campaign to promote it
Santoor created a desire for the product
creating a desire for something no other
soap brand can offer younger looking skin
by targeting the housewife/women. They
also relaunched product with changing it
shape, size & packaging to attract .
The combined factor lead to the product highly
successfully. The product went through all thre
stages of communicating its message
Clearly & perfectly. Hence action is taken place
by purchasing it.
ACTION
DESIRE
INTEREST
ATTENTION
COMMUNICATION MODEL
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The ad objective of santoor at that point was to provide
ads that gad a strong influence on the target audience. To
creating product awareness, interest, desire and finally
lead to action.
It even went to to use a celebrity , i.e saif ali khan and
Madhavan in order to increase its popularity.
The communication makes to current consumer feel good
about her brand choice by portraying up market &
sophisticated women of substance the communication
also aims to attract new users.
ADVERTISING OBJECTIVE:
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http://www.google.com/url?q=http://choice.by&sa=D&sntz=1&usg=AFQjCNFbLyBm3c6hadsep_Ed-b1_TyOemwhttp://www.google.com/url?q=http://choice.by&sa=D&sntz=1&usg=AFQjCNFbLyBm3c6hadsep_Ed-b1_TyOemw -
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MEDIA STRATEGY
MEDIA SELECTIVITY
Television, commercial & print media have been the main
mediums used by Wipro for the promotions of santoor
All the tvcs ads based on one theme i.e. the younger lookingskin constantly from 20 years.
& the rememberful jingle, slogan & tag line.
There are very less ads of print media .
MEDIA SCHEDULING
Santoor have been using both pulsing & flighting strategies
for promoting the product .In the initial period,
Pulsing was the way of promoting the product as it was in
the launch period. However after the introduction of
competition in the market
& also the fall in demand made them shift from pulsing toflightning strategy.
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SURVEY ANALYSIS
Q.1Do you use soaps for every bath/ shower? (consumer interest)
YES
NO
Q.2Which kind of bath soaps do you like?(consumer choice)
FOAMY
THICK LETHER
TRANSPARENT
MILKY
COLORED
GLYCERIN
MEDICINAL
NEEM
SANDAL
NONE
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Q.3What is the maximum price you spend for standard sized
bath soap?(consumer budget)
ABOVE
50
BELOW
50
Q.4Do you recall any ads of santoor?(recall value)
yes
no
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Q.5Where you santoor soap users in the past?
(consumer knowledge)
YES
NO
Q.6If no, it is because
LACK OF AWARENESS
LACK OF AVAILABILITY
YOU FIND IT EXPENSIVE
YOU DON'T LIKE THE PRODUCT
OTHERS
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Q.7You came to know about santoor soap from?(reach)
NEWSPAPER
ADVERTISEMENT
RADIO
TVADVERTISEMENTS
WORD OF MOUTH
Q.8Does ad prompt you to purchase santoor soap?(like/dislikes)
YES
NO
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YES
NO
YES
NO
Q.9Do u remember any jingle or tagline of santoor?
(recall value of jingle/tagline)
Q.10Have you tried new variants of santoor soap after viewing the
advertisements?(strength/weakness)
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Q.11Which of the offers available influence you the most to
purchase santoor soap? (consumer benefits)
DISCOUNTS OFFER
BUY ONE GET ONE
FREE
COMBO PACK
NONE
Q.12
Which type of santoor soap you like the most?(likes/dislikes)
SANDAL AND
TURMERIC
SANDAL AND
ALMOND MILKGLYCERINE
HONEY AND
APRICOT
NONE
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Q.13How frequently you purchase santoor soap?
(consumer action)
EVERY WEEK
EVERY MONTH
OCCASIONALLY
NEVER
Q.14
Based on your experience rank the Santoor's advertisement?(product rating)
VERY GOOD
GOODAVERAGE
LOW
VERY LOW
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Q.15Do u think if ads are shown continuously it will help the
product?(suggestions)
YES
NO
Q.16If santoor is re-launching more new variants flavor would your
current product to santoor?(to get an idea developing products)
YES
NO
MAY BE
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NEW MARKET ANALYSIS
GEOGRAPHIC:-Rural area ,urban area, metro city
DEMOGRAPHIC:-
Class:-middle class, higher class
Gender:-Male/FemaleAge:-10 to 40 years
PSYCHOGRAPHIC:
Now It is for family not only for women/housewife so she can
shop for whole family care.
It is made with goodness of natural ingredient,sandal & turmeric so its good for kids also.
BEHAVIOR:
BENEFITS:
It will not affect on skin as it is made with natural ingredientsEasily Available every corner { shops, malls }
SEGMENTATION:
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OCCASSION:
It can be use regularly twice a day so there is no specific
occasions for soap.
LOYALTY:
As there are many competitor of Santoor we are coming up with
new targeting market that is whole family. So we create a loyalty
of the product.
It is a soap made with natural ingredient , sandal &
turmeric so it is trustworthy.
There are variant of flavor so a kid enjoys its.
Its transparency of glycerine shows clean and care for kids and
man.
As it is made with sandal, turmeric, almond milk ,glycerine,
honey and apricot is health care and beauty for whole family.
Many offers are there on buying santoor.
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POSITIONING:
TAGLINE : CHAYA PARIVAR PE GEHRA NOOR,
AAGAYA HAMARA NAYA SANTOOR
USP : A family care combined with goodness of natural
ingredients.
TARGETING:
TARGET MARKET : ENTIRE FAMILY
TARGET AUDIENCE :
MALE /FEMALE BOTH AGE FROM 10-40 YRS .
WOMEN,KIDS AND MENS OF MIDDLE,UPPER MIDDLE CLASS AND HIGH CLASS OF
BOTH RURAL AND URBAN AREAS.
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NEW SWOT ANALYSISSTRENGTH WEAKNESS
Santoor is one of the top soap
brand in India. At all- India level
santoor continues to be a the third
largest soap brand.
Santoor is now no. 1 soap brand
in south India with good
advertising and marketing.
With goodness of naturalingredients with variant flavors.
High recall value of santoor
jingle.
Transparency of the soap is
shown as a sign of purity of the
soapGlycerin content is a sign of the
gentleness in the soap
Limited market value share
due to stiff competition in the
premium Price soap.
Rural penetration is limited.
Santoor soap only targeted fo
women/ housewife's .
The theme of ageless skin is
constantly shown.
.High raw material costs for th
soap leads to higher selling
price.
Previous failed re-positioning
may cause confusion.
Male audience may perceivesantoor as a soap of women.
OPPORTUNITYBig untapped market in rural areas.
Santoor come up with more variant
One of the fastest growing brandnd can go for global expansions
Tie up with cooperates and hotels
hains.
Large market share so strong hold
over the market
Coming Ads shown target ofamily.
New competitors coming up in
the market offering same values
at reasonable price
Any changes to product
formulation can lead to downfa
in market share as people
oppose to buy the product.
Low share value(can reduce
further)
Male audience may or may noaccept.
THREAT
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NEW CREATIVE STRATEGY
COMMUNICATION OBJECTIVE
Our objectives is to give complete information about
product and work for their benefits as per their
requirement. So in the media mix will be using
mainstream television channels, print, outdoor, free
sampling and radio advertising to get our product
known both in rural and urban areas and to attract new
consumer by best quality and afforatable price for their
whole family.
Provide them benefits for the family
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TTENTION
order to grab attention, different mediums will be used like TVommercials, print ads in newspapers & hoardings in both urban
Rural areas & internet ads & web site will be Created, since the
roduct is being relaunched Informative advertising will be used & the
ew usp will be portrait. The jingle will remain same as before Bit a
ght change i.e. Chaya parivar pe gehra noor aagaya hamara naya
antoorNTEREST
nce the target audience includes individual between ages of 10-40yrs
ale & female both we will provide free samples such as paper soap o
antoor, Offering special offers & winning prizes like to get a chance to
eet a celebrity Will stuck the people more to the product.
ESIREhe presence of natural ingredients such as Sandal , turmeric, honey,
pricot ,almond milk & glycerine which Has a great benefit for the skin
are for the entire family. The colorful & Attractive packaging will creat
esire in the mind of the people.
CTION
y all this positive features & care of family will tend the people to buy
he product Resulting as their action
NEW COMMUNICATION MODEL
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ADVERTISING OBJECTIVE
The ad objective of santoor at that point was to provide
ads that gad a strong influence on the target audience. To
creating product awareness, interest, desire and finally
lead to action.To make ads more interesting we will make celebrity as a
brand ambassador and show ads on male also so they
dont think santoor as a women soap.
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NEW MEDIA STRATEGY:
MEDIA SELECTIVITY
Television commercials, print media, radio & internet will be themediums used
For the promotion of santoor. Although the tvc's & print ad were
used earlier as well,
For relaunch complete new concept will be thought of as well as
bringing back the creative jingle.
Tvc's will focus on the variety of flavors & target of family of thesoap.
Print ads (hoardings, bill boards & newspaper ads) with the new
packaged of the soap will be distributed
& advertised. The famous jingle will be re-established in the minds
of the people through radio broadcast..
As more & more people are becoming tech savvy, internet will beused to fullest for the promotion of santoor.
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MEDIA SCHEDULING
To create a long lasting about santoor in the minds of the people
the continuous advertising method will be used.Regular Tvcs will be telecast in the prime time slots; radio jingles
will be played during a day to maintain the recall value.
Also print ad on regular basis will be placed in popular tabloids.
Internet ads will be also updated & changed continuously for it to
be more consumer
Friendly & attractive. Regular broadcasting will help create aconstant image about the product in the minds of the people &
increase the demand for the
Product.
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NEW MEDIA MIX
In order to successfully re-launch the brand santoor, the careful
and creative use of an advertising will put into place.
As there are already TV ads and print ads of santoor we will
bring more creativity in it by bringing celebrity and showing
male and kids as it is targeted to family.
OUTDOOR ADVERTISING:Hoarding must be put allover in cities, town and villages with
colorful and creative with informative.
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PRINT ADS:
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GHANSHAMDAS SARAF COLLEGEQUESTIONAIRE SANTOOR SOAP
NAME:AGE:PROFESSION:MONTHLY INCOME:Q 1: Do you use soaps for every bath/ shower?
(Consumer interest) Yes No
Q 2: Which kind of bath soaps do you like? (Tick as many you
think appropriate) (Consumer choice)
Foamy Thick lather
Transparent Milky Colored Glycerin
Medicinal Neem Sandal None
Q 3: What is the maximum price you spend for standard
sized bath soap ? (Consumer budget)
Ans: ___________________________________________
QUESTIONAIRE
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Q 6: If no, it is because:
Lack of awarenessLack of availabilityYou find it expensiveYou dont like the productOthers...
Q 7: You came to know about santoor soap from? (Reach)
Newspaper advertisementsRadioTV advertisementsWord of mouthPoint of saleOther source
Q 8: Does ad prompt you to purchase santoor soap?
(Likes/dislikes)YesNo
Q 5: Were you santoor soap users in the past? Do u still use it?
(Consumer knowledge)Ans:_____________________
Q 4: Do you recall any ads of santoor?
Please describe briefly. (Recall value)
Ans: ____________________
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Q 11: which of the offers available influence you the most to
purchase santoor Soap? (Consumer benefits)Discounts offer
Buy one get oneCombo pack
None
Q 12: Which type of santoor Soap you like the most?(Likes/Dislikes)
Sandal & turmericSandal & almond milkGlycerineHoney & apricot
None
Q 9: Do u remember any jingle or tagline of santoor? If yes whatis it? (Recall value of jingle/tagline)Ans: _______________________________________
Q 10: Have you tried new variants of santoor soap after viewing
the advertisements? (Strength/weakness)
YesNo
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Q 14: Based on your experience rank the Santoors
advertisement? (Product rating)5-very good4-good3- average2-low1-very low
Q 15: Do u think if ads are shown continuously it will help the
product? (Suggestions)YesNo
If yes what should be the changes?Ans: ___________________________________________
Q 16: If santoor is re-launching more new variants flavor would
u switch your current product to santoor?
(To get an idea developing product)Yes
NoMay be
Q 13: How frequently you purchase santoor Soap?
(Consumer Action)
Every WeekEvery fortnightEvery monthOccasionallyNever
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