1 Position in Market:
Now this days we have different types of soaps and liquid skin care solutions, Most of
the commercial soaps contain chemicals that can be harmful to the skin and using a
natural herbal soap can be a good alternative. People are aware about the harmful
effect of this kinds of product and they are searching for alternative products to
meeting their needs. Our Company MSI Chemicals introducing a new herbal soap
named Magnolia herbal soap. Most of the companies use artificial processed
ingredients to make soap. But this soap contains 95% natural ingredients and it will be
floating in the water. Through this attribute we solved a common problem of the
consumer, when they taking bath using this soap they get skin care and they become
free from the fear of losing soap in the river or pond.
Vision: we want to become the number one soap brand around the globe
Mission: To provide good quality product and maximize profit
Goal: we want to reach 10000 households over 3 years
Target: we want to bring 5000 households under our brand name with in March,
2020
2 Consideration of competition:
Table -1: Comparing other brands with Magnolia herbal soap
Competing Brand
Himalaya
Sandalina
Magnolia
Brand position
1st
2nd
3rd
Features
Neem, Turmeric &
Sandal wood oil,
Milk, honey, neem
Lemon, genteel
Keeps skin
floating in water
cleanse
naturally fresh and
live
pricing
120/75g piece
48/75g piece
40/75g piece
Unit Cost
100/ 75g piece
40/75g piece
32/75g piece
Price Position
3rd
2nd
1st
Packaging
Plastic –coated
Plastic-coated
Plastic-coated
papers
papers, hard paper
papers
Retail, wholesale
Retail, wholesale
Retail, wholesale
distributor, online
distributor, online
distributor, online
hopes
hopes
hopes, Hats
Electronic media,
Electronic media,
Electronic media,
Facebook,
Facebook
Facebook,
Distribution
Advertising
YouTube’
YouTube
Demonstrations in
Hats
Sales Promotion
Events ,discount,
Events ,discount,
Free sampling, buy
sponsorship
sponsorship
one get one free,
events, sponsorship
3
Buyers & Target Group
Our target groups are basically all aged male and female persons. All kinds of
soaps and cleansing product are made by chemical which makes our skin dray,
sometimes it glowing our skin but long use of this type of soaps causes skin
diseases. So now people show their interest in herbal products, which is free
from these types of threats. Also we find a solution for common problem that
we face in time of bathing. Many people taking bath in rivers and ponds losing
their soaps, which often sink in the water. Our researcher conducted
experiments in the soap manufacturing unit to develop this unique process of
manufacturing soap that floats in water. This is a soap made using milk,
honey, oil, caustic soda, and soap-nut. Local herbs/plants having high
medicinal value and health benefits are also been added. We provide three
types of aroma and color, stylish design that attracts mainly 20-40th aged
people.
3.1 Resellers
For reaching every corner of the country, we establish a distribution chain along with
wholesalers and retailer.
3.2 Consumer Group
Our target consumers for Magnolia Herbal Body Soap are female from upper middle
and middle classes of urban and rural areas those are conscious about their skin care
and have the intention to expense for it. They are much more conscious about brands
as well as sensitive to the products’ price. Female those are students, new job holders
are included to this categories. Most of them also have the intention to buy new things
if it has the distinctive features. As Magnolia Herbal Body Soap has three different
variants for different skin type, so we have targeted this group for our new product.
The ingredients, color, shape, packaging and price are distinctive from other bar soaps
available in the market. Thus we can imagine that our target customer will take this
product positively.
4 Perceived Value:
Table-2: Perceived value of brands
Serial No.
Brand
Attributes
1
Himalaya
2
Sandalina
3
Magnolia
High quality, deep cleanse,
good fragrance
High brand value, variant
colors, Good quality
high quality, high
medicinal, Floating soap
4.1 Awareness
Table-3: Brand Awareness
5
Target Segment
6
Challengers:
6.1 Proposed position:
6.2 Product specifies:
7
How to overcome challenges to achieve:
7.1 Fore urban Segment
7.2 Rural Segment
7.3 For Niche Marketers
8
Implementation of the plan:
8.1 1st phases
8.2 2nd phases
8.3 3rd phases
8.4 Pre- launching activities
8.5 Steps before launching
8.6 Surveys
8.7 Other Activities:
8.8 Billboard
8.9 Camping Program on Launching day:
9
SWOT Analysis
10 Appendix