Relaunch of Failed product ( Camay ) in Pakistan.

1. Re-launch Group Members:
Salman Malik Shah : 7433
Ahsan Abdul Rehman: 20078
Muhammad Jawwad : 20080
Syed Muzzafar Hussain : 13884
Sultan Nasir Khan: 19713
Presented to:
Mr. Syed Murad Rizvi

2. About CAMAY
◎CAMAY soap is a product of Procter & Gamble P&G.
It’s scented handy and body soap.
◎CAMAY was first introduced in the United States in
1926 and later in the United Kingdom in 1958.
◎CAMAY later lost it’s popularity in Pakistan.

3. Reasons Why CAMAY
Failed in Pakistan?
◎Highly Soluble Soup
◎Not a Cost efficient Product
◎Poor Marketing
◎No Innovation and Improvement

4. Reasons Why CAMAY
Failed in Pakistan?
BCGMATRIX

5. Re-launch of CAMAY
in Pakistan?
◎Changing perception of our product
◎Providing Better options and features to
increase our Audience
◎Aggressive Marketing
◎Making our product Cost Efficient
◎Competitive pricing and increase competition in
the market

6. Re-launch of CAMAY
in Pakistan?
RESEARCH & DEVELOPMENT
Since we are re-launching this brand of Camay soap, we
will be making multiple changes in the product itself along
with its packaging. We will also need to revamp the
strategies and would be bringing in some innovations with
added fragrances and variety as Camay already had been
introduced earlier with regular three fragrances.
CAMAY CLASSIC (also known as Camay Red), CAMAY
NATUREL (Camay White) and CAMAY CHIC (Camay
Black).

7. Now we will be bringing in some changes in fragrances of
this soap. Not only that but we will be introducing a
different category as well along with beauty soap
category and that would be Camay Bath Soaps.
New fragrances that we will be introducing in beauty
soap category will be scented flowers fragrances and
would include the following:
1-Rose 2-Jasmine

8. CAMAY MINT:
In the bath soap category of Camay we will be launching
anti-bacterial soap and following will be our additions to
this range of Camay soap:
We are introducing Camay Mint Bath Soap most suitable
for summer seasons
CAMAY Bath Soap

9. CAMAY Fruits:
Another category of fruit soaps are also going to be
introduced with Camay and initially we will introduce two
fragrances:
1-Lemon
2-Strawberry

10. CAMAY for Men:
Men usually prefer strong fragrances and thus OUDH
Camay will be targeted to those who like strong scents.

11. Shape:
Camay soap in its existing shape is really small in size and
so we are changing size to make it much broader. This
would be done in order to present Camay as a bigger, more
durable and less soluble soap. With bigger size, consumers
would be able to believe that this soap will last more than
its preceding existing Camay soap and would be less
soluble.

12. SWOT Analysis of
CAMAY
STRENGTHS:
◎ Camay is a soap by P&G which a huge brand in itself
and has a large customer base.
◎ P&G Financially sound
◎ Catering needs of everyone.
◎ Introducing this soap not only with same scents but
with different & Unique fragrances so that we can
enhance market.

13. SWOT Analysis of
CAMAY
WEAKNESS:
◎ Once failed in Pakistan and we thus have to reframe
and rebuild its Image again for gaining success.
◎ Highly soluble
◎ Every new product needs time to penetrate in the
market.

14. SWOT Analysis of
CAMAY
OPPORTUNITIES:
◎ Target market is huge.
◎ Introducing new Camay of “Oudh” fragrance which is
unique in this market.
◎ By tapping in Urban market we can penetrate in Rural
areas also.

15. SWOT Analysis of
CAMAY
THREATS:
◎ Strong Competitors
◎ It’s difficult to convince consumers of FMCG product
to switch to our product.

16. TOWS Matrix of CAMAYExternal Opportunities (O)
1. Target Market is Huge
2. Pioneers of introducing Arabic fragrance
in Soap
External Threats (T)
1. Strong Competitors
2. FMCG consumers difficult to
switch products easily
Internal Strengths (S)
1. P&G Huge Brand
2. Introducing new fragrance
S1O1: Known brand with sound financials
and thus aggressive marketing can help us
tab the market.
S2O2: Introducing new fragrances as per
consumer preference will enable us to hit
and tab the market.
S1T1: Aggressive marketing can help
us give tough time to competitors
and reduce competitors threat
S2T2: Unique fragrance as per
consumer preference will influence
consumers to switch.
Internal Weaknesses (W)
1. Once failed
2. Highly Soluble Perception
W1O1: Once failed but at least people are
aware of brand thus easier to recall the
name and help us to penetrate.
W2O2: Making it less soluble and improved
quality with unique fragrance will help us to
maximize the opportunity
W1T1: Once failed but it was a re
known brand of P&G which will help us
to compete.
W2T2: Overcome weakness of
solubility can reduce threat of people
not switching to our product.

17. Marketing MIX
Product:
Not simply nice to look at but even nice to smell & use! Through PRODUCT
DEVELOPMENT STRATEGY we have identified 6 unusual flavors to market
the varied choices of the users. popular amongst people.
Improvement and innovation in product
1- Camay Rose 4- Camay Strawberry
2- Camay Jasmine 5- Camay Lemon
3- Camay Mint 6- Camay Oudh

18. Marketing MIX
PRICING:
We are coming up with PENETRATION PRICING STRATEGY to become a
competitive cost provider in soap industry. It will also sustain price by
utilizing less costly value chain activities.
Our this pricing strategy will
◎ Ensure Survival
◎ Generate Sales
◎ Increase profit
◎ Gain Market Share
◎ Establish an appropriate image in the mind of consumers.

19. Marketing MIX
PLACEMENT:
We will place our product in all big and small stores and get the shelves
next to leading brand/competitors.
We will do Intensive Distribution Strategy.

20. Marketing MIX
Positioning Our Product:
Our goal is to create a unique impression in the consumer’s mind so
that the consumer associates something specific and desirable with
our brand that is distinct from rest of the competitors.
Positioning Statement: “BEAUTY WITH FRESHNESS”

21. Marketing MIX
Current Position:
Currently P&G is one of the leading FMCG company among other companies
and through Camay, consumer will recall automatically the brand.
Position Required:
We will tell them what they do not know about us. We will tell them that
our soap is not just soap it’s a source of freshness and fragrance for
starting your day.
Competitor’s Position:
We will compare our positioning to our competitors to identify our
uniqueness and then develop a distinct and value based positioning idea.
Because we are providing a unique fragrance of “OUDH”.

22. Marketing MIX
Resources:
Yes we certainly do have the resources available. We would use a
large budget to launch this soap as this is a perfect opportunity for
gaining access in the segments of the market ,this would in turn
increase our market share.
Persistence:
We will have Price Penetration Strategy and will have low cost value
chain activities and having competitive prices with new innovation and
fragrances so that our brand will built a brand image in the market
and in the mind of consumers.

23. Marketing MIX
PROMOITION:
P&G promotes its products in a variety of ways. Similarly, Camay will be
promoted by using the mediums of television, newspaper, magazines,
hoardings and radio also we have advantage of social media as well.
We are focusing on all age groups and genders.
Through this promotional strategy we will
◎ Present product information to targeted consumers.
◎ Increase demand among the target market.
◎ Differentiate a product and create a brand identity.

24. Market Structure
◎We will use the Pull strategy to attract new customers because there is a
demand in market for a soap that should have both features that is beauty
plus Bath soap.
◎We will create interest for target audience, and then demand the
product from our channel partner, in this way our product will be pulled
from manufacturer sales channel to consumers.

25. CONCLUSION
◎Since we are re-launching this brand of Camay soap, we
will use aggressive marketing & advertising campaign to
break through in the market.
◎Will create awareness of the product again.
◎Feature of beauty care & bath soap will be a key
success element for our product.
◎New Fragrances will add value in capturing market
share.

26. Thanks!
Any questions?
For more queries please visit our page www.google.com