jjjjj

BUS 620
ID # 123 0391 660
Marketing Management
Assignment
Tashfia Afreen
S U B M I T T E D O N 3 0 T H J U L Y , 2 0 1 3
Product: Beauty Soap

Types of Soap:
Beauty Soap
People who buy beauty soap will be people who want to keep their skin soft. They will
therefore buy soap which contains moisturizers. Women will mainly buy these.
Examples: Dove, Lux, Camay and etc.

Baby Soap
This is a mild soap which will not harm a babys skin. It is bought mainly by mothers for
their babies. Examples: Johnsons baby Soap and etc

Medicated Soap
Sometimes soap is sold to help fight acne. This tends to be bought mainly by teenagers,
both male & female. Examples: Dettol, Lifebuoy and etc

Non-branded Soap
This is an economy product which is plain soap with no extra perfume added. This will
probably be bought by people of low income.
Among these four categories of soaps, I am selecting beauty soap.
SOAP
BEAUTY SOAP BABY SOAP
MEDICATED
SOAP
NON
BRANDED
SOAP
Micromarketing



From the four levels of Micromarketing, I am choosing
Segment Marketing because I have a particular marketing
mix for a distinct set of people or target market. Therefore,
my target market will be female of all ages, that is, beauty
soaps for females.










Figure: Segment
Marketing






Micromarketing
Segment
Marketing
Niche
Marketing
Local Marketing Individuals
Market Segmentation


From the Consumer Market Segmentation, I am choosing
three categories, that is, geographical, demographic and
behavioral segmentation.


Figure: Consumer Market
Segmentation





Market
Segmentation
Geographic
Density
Urban
Sub Urban
Demograpghic
Gender (Female)
Income (High and
middle)
Education (Educated)
Family Size (Bigger)
Behavioral
Benefits
Psychographic
Among the bases for Geographic Segmentation, I am selecting density, that is, Urban and sub
urban.

M1 M2 M3










Where
M1= Urban P1 = Baby Soap
M2 = Sub Urban P2 = Medicated Soap
M3 = Rural P3 = Beauty Soap

I am selecting density, that is, Urban and suburban in order to get more consumers. Since,
these areas are densely populated, therefore, there will be more consumers compared to rural
areas.
From the above matrix, it can be seen that the target market segment for beauty soap is more like
product specialization. That is, I a emphasizing more on the product than on the market.














Among the bases for Demographic Segmentation, I am selecting gender, income and
education.


M1 M2 M3










Where
M1= Male P1 = Baby Soap
M2 = Female P2 = Medicated Soap
M3 = Baby P3 = Beauty Soap

Gender is selected because this product is dedicated for female consumers than male consumers.
Since it is a product that is used for beautification, therefore, we can segment it by gender. As
male and female consumers have different preferences for their requirement of soaps. Also,
nowadays females are more conscious about their face and beauty. Also due to the shape, color
and scent of the beauty soaps, these are preferred more by females than males.














M1 M2
M3








Where
M1= High P1 = Baby Soap
M2 = Medium P2 = Medicated Soap
M3 = Low P3 = Beauty Soap

Income is an important aspect as beauty soap falls into luxury item. Since beauty soaps are not
usually less than TK 30 per piece in Bangladesh, therefore middle income and high income
consumers fall into the target market. Some beauty soaps even costs TK 100 to TK 250 per piece
which are usually bought by the high income consumers.















M1 M2 M3










Where
M1= Highly P1 = Baby Soap
M2 = Medium P2 = Medicated Soap
M3 = Poor P3 = Beauty Soap

Education is also an important variable as consumers without proper knowledge about beauty or
beauty product will not buy beauty soaps. Educated consumers tend to have more information
about products and its benefits. Therefore, female consumers with more awareness about soaps
will buy beauty soaps rather than buying other soaps. Therefore, in the target market women who
are medium to highly educated are taken,












M1 M2 M3










Where
M1 = Old P1 = Baby Soap
M2 = Middle Age P2 = Medicated Soap
M3 = Young P3 = Beauty Soap

Women of all ages fall into the target market. Basically, the target market is female. Beauty
soaps are manufactured for female consumers only because women like to look pretty and get
compliments from others. Also beauty soaps are bought to make themselves look beautiful and
confident. In some cases, women buy these beauty soaps to hide their insecurities. Women
believe that beauty - feeling and looking your personal best - is the result of proper care and
therefore beauty soaps are used to tangibly improve the condition of their skin and give a
pleasurable experience of care, because when they look and feel beautiful, it makes them feel
happier. Its a feeling every woman wants to experience every day.







M1 M2 M3









Where
M1 = Beatification P1 = Baby Soap
M2 = Medication P2 = Medicated Soap
M3 = Freshness P3 = Beauty Soap

Among the bases for Behavioral Segmentation, I am selecting benefits because the beauty soap
will solely be bought for its benefits. Beauty soap is a luxury product. Customers purchase the
product normally for skin friendliness, moisturizer, and anti-bacteria etc. benefits. Buyers usually
buy product when they are motivated by any purchase motivations. The purchase motivations
can be linked with the benefits of the product in the category of need. In case of beauty soap the
benefits are aroma, skin friendliness, various colors and sizes, attractive package and anti-
bacteria.