Launching a new range in

capri soap
Crafted by:
M.Shoaib Alam
Mohsin Waheed
Roha Atiq
Zainab Naeem

Company profile

ZIL --- A Pakistani company

Established in 1954

Leading manufacturer and marketer of ---bath
soaps

Major Brands : Capri,Palmy,Opal & King Swan

Revenues for 2007-08 --- RS.172 Million

Employee Base ---

2500 people

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ZIL ’s Vision
Integrity:    “We do what we say”
Teamwork: “Collaboration makes us stronger”
Respect:     “For all individuals & diversities”

Passion:      “Commitment with hearts & minds”
Leadership: “Inspiring towards a better future”

Excellence:  “Deliver the best”

Responsible: “Towards business as well as
society”

Learning:      “For continuous improvement”


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Zil’s long term vision includes

To expand their business in the Home &
Personal Care Products

To enhance Corporate Image

To become a global player in the personal care
arena


To be the “Number one customer

Choice”

ZIL ’ s Product line
Capri
Launched in 1969
Brand positioning:
natural skin-care soap
Palmy
Launched in 1977
Brand positioning: economical beauty soap
Opal
Launched in1991
Brand positioning: economical and more value for
money.
King swan
Launched in 1999
Brand positioning: laundry soap which maintains
freshness of clothes and keep them looking bright.


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Capri Soap
Features
 Adequate lather
 Beautiful fragrances
 Natural ingredients
 Shape reduces contact with ground resulting is
lesser dissolving
 Square shaped box packaging enables easier
assembly of soaps
 Five exciting flavors(mentioned below) caters
to all skin types


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CURRENT FEATUERS AVALIBLE
Capri Moisturizing with Aloe Vera and
Glycerin to keep skin soft and supple
 Capri Cleansing with Cucumber and Tea Tree
for deep cleansing action.
 Capri Nourishing with Peach and Yogurt
Cream  keeps the skin glowing all day long
 Capri Vitalizing with Orange and Apricot to
refreshes the skin and uplift sense
 Capri Softening with Sea Minerals to
refresh the skin

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Competitor Products
LUX
Company: Uni Levers
 Flavors
Lux Provocateur (black)
Lux Almond Delight
Lux Orchid touch
Lux Energising fruit
Lux Nature pure
 Positioning:
The product is positioned as a
beauty soap for movie stars.

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PALMOLIVE
Company: Colgate Palmolive
 Flavors
Palmolive nurturing care
Palmolive refreshing care
Palmolive supple softness
Palmolive moisture care
 Positioning:
Economical beauty soap which is mild
and gentle to the skin.
 

Market segment targeted by
Capri

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Market segment targeted by Capri

According

to Geographic’s:
Urban areas
- As this product is targeted for
the middle and upper income group, hence the
urban areas are chosen as it .
 
According to demographics:
Gender – female
Age group – 18 to 35
Income – Lower middle class, upper middle
class and lower upper class
 

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Positioning
All five current Capri flavors are positioned
on the natural skin care platform.
 The fact that Capri uses natural ingredients
and consumers have this psyche that natural
stuff is good for skin
 The Image of current Capri soaps that has
formed is that it is beauty soap for models.

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Surveying

Adopting a professional approach our group
conducted a series of surveying procedures
so as to better analyze the product
performance, customer feedback and vision
and views of the company itself.


The customer’s perception about Capri
Product was analyzed by conducting series
of surveys and trivia's in different market
segments, college campus & household
segments.

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In campus Surveying
We prepared a Questionnaire and it was filled
by the group members, TIP students,
faculty & staff .
 The compiled results are represented below :


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CHRACTERRISTICS OF DIFFERENT
Soap Products Compared.

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Companies' aspect about its product

o ZIL surveyed the market and came to know
that the skin aging plus cell damage
were noticed prominently in the local
market
o Therefore they came up with the idea of
using pomegranate essence as skin care
agent.
Target markets of the Capri soap:
o Middle class
o Upper class

.
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R & D and PROMOTIONAL ACTIVITIES

ZIL believes in developing its product range
with passage of time, results of which are a
value added product range and better
customer satisfaction.


The promotion activities that are done for
Capri soap:

We give free online beauty tips
 Free samples distribution
 Free Capri gift hampers includes caps, tshirts , key chains , pens

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New Capri Soaps

Capri Gold for Men

With honey curd and
lemon

Antiperspirant

Perfect solution to
sweating due to humid
weather

Capri Silver for Men

With menthol leaves
and milk

Refreshing

Perfect for bath during
hot weather



Capri Bronze for Men

With almonds and
milk

Counters sunburn
and tanning

Perfect for scorching
weather

Features

Darker colors

Fragrance

Textured surface of
soap

Richer creamier
lather

Moisturizers for men’s
usually hard skin

What the new product will do...
• Meet market demand present but not yet catered
• Increase Capri's target market - targeting
male gender
• Reposition Capri’s image - so that now men can
also relate to it
• Give Capri differential advantage over local
competitors
• Give Capri price advantage over imported
products

NEW PRODUCT POSITIONING/PACKAGING

NEW PRODUCT POSITIONING / PACKAGING
 All three new Capri flavors will be specifically
for men.
 They will be for boys and men lying in the age
group of 15-45.
 It is going to be for lower middle class, upper
middle class and lower upper class income group.
 It is going to be a luxurious soap having unique
attributes that will solve some common problems
that are found in daily lives of men.
  

 All the new flavors of CAPRI soap for men have
its own individual identity and its unique
attributes.
– Capri GOLD provides antiperspirant skin.
– Capri SILVER provides cool refreshing skin.
– Capri BRONZE provides clear skin from sunburn.

 Capri for men has the same price that is for
normal CAPRI soap.
 Capri for men is providing improved lather
quality.

 Before Capri soap for men there were many body
wash gels and face washes available for men of
different international brands but they were of
high prices.
 Capri will be the first to provide soaps for men
in local market that will give effect of both
body wash as well as face wash in a reasonable
price.
 This product will not only be available in small
packages but also be available in large and
medium size packages.
 It’s a new product with adequate market demand. 

To sum it all the new Capri soap is all
about…



Luxury Soap for Men with
Natural Skin Care

OUTLINE MARKETING MIX FOR TEST MARKET
PRODUCT:


The new product is Capri soap
exclusively for men. It has three flavors. One
of the 3 flavors, Capri Gold, is for sweaty
skins and contains antiperspirant ingredients.
The second one is Capri Silver which has
ingredients which gives refreshing and cool
effect where as the third one, Capri bronze
has ingredients to counter sunburns.

PRICE:

The price of new Capri soap for men is same
as that of pervious Capri soap. This way
Capri soap will experience price advantage
over other international body washes for men
which usually cost more than 100 Rs/unit

PROMOTION:
Its promotion has to be done by

 media advertisement
 radio advertisement
 A few billboards, located on busy traffic
areas.
 Capri soap might also sponsor some famous
concerts or TV programs.
 For print advertisement, Dawn’s Images and
Urdu newspaper Jang will be used.

PLACE (DISTRIBUTION):

Its distribution is to be in all prominent urban
cities of Pakistan including :

Karachi

Lahore

Islamabad & Rawalpindi

Multan

Hyderabad

Test Marketing :


Test marketing will be done in Karachi
because it consists of the target market only
to see the response of the consumers. Capri
Soap for men will be available in all major
and minor departmental stores and retail
outlets. For promotion of the new product,
small sample size will be given out free of
cost, at malls and markets.

REFERENCES
www.zil.com.pk
 www.google.com
 www.docstoc.com
 Entrepreneur magazine
 TIMES magazine
 Capri Sales Office Karachi
