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Report On Keya Super Beauty Soap
Report On Keya Super Beauty Soap
Products | Soap |
Parent Company | Keya Cosmetic Ltd. Of Keya Group |
IPO | 2001 (Public Ltd Company) |
Website | www.keyagroupbd.com |
||
Corporate Logo
Where Are We Now?
Core Product Description
Name: Keya Super Beauty Soap
Corporate Owner: Keya Group
Manufacturer: Keya Soap Chemicals Ltd
Brand Name
Keya
Variants Name
Keya Super Beauty Soap (White, Pink & Green)
Keya Super Lemon Soap
(Lemon)
History
Keya Super beauty Soap is presently at its growth stage and Keya is currently one of the leading brands in
Cosmetic Industry of Bangladesh. Back in 2000-2005, Keya is quite popular among the customers because of
its attractive packaging & advertisements featuring renowned celebrities. Nowadays, the sales are somewhat
less. Most people buy Meril, Tibet or Lux.
Product Description
The attractive and colorful packaging of Keya Soaps attracts the customer and gives them a unique feeling of
different flavored soaps. Packet colors are being selected as per different soaps. Since Keya has various kinds
of Soaps, its packaging contains abstracts and images of flowers or may be image of lemon. The soap
somewhat includes some girly designs to attract women. And the brand logo is visible so clearly in the middle
of the packet.
Ingredients
* Sodium Palmitate
* Sodium Palm
* Kernelate
* Cocoate
* Aqua
* Perfume
* EDTA
* HEDP
* Glycerin
* TCC
* C177891
* C111860
* C126100
Raw materials and active ingredients come from countries like Malaysia, Italy, Germany, Switzerland etc.
Keya Soaps are production from 100% vegetable Fat which obtain 8% Glycerin of 99.5% Purity
Cost Structure
According to the different sizes and types of Keya Soaps it have been priced differently.
Size | Price |
Keyas initial Promotional campaigns are made by Creative Media. Some of the examples of TVCs are,
* Keya Super Beauty Soap Beach
Year: 2002
Agency: adora
Production: workshop & Studio Co. ltd
Model: Noble & unknown female model
* Besides, Keya needs to let people know that they are still in the market and they are one of the top brands by
using communications procedures
Key Issues Facing the Brand
Keya is local brand and already has gained moderate Brand awareness. That means Keya Super Beauty Soap
has demand in the market at Present. But the availability of the product is Questionable. As we talked to some
of the retailers, we found out that there is still a moderate market demand for Keya Super Beauty Soap. Keya
Super Lemon Soap has maximum demand among all the Keya Super Beauty Soap Variants because of the
recent TVC of Sarika with the message For Your Freshness. So, thus we can understood that Keyas sales is
decreasing because of the week distribution channel. Intermediaries are less interested in Keya because of the
low profit margin.
Also the competitors are doing well with the communications and brand promotions. They are introducing new
technology and ingredients. The quality of Keya is well enough to attract consumers. But the poor
communication has made Keya Super Beauty Soap vulnerable.
In Dhaka & Chittagong Stock Exchange, Keya Cosmetics Ltd, Keya Detergents Ltd & Keya Soap Chemicals
Ltd have decided to merge. This decision will have an impact on market.
SWOT Analysis
* Many Variants
(Pink, White, Lemon, Green)
* Known brand
* Experienced management
* Fully automated machine
* Trained and skilled employee
* Good network
* Many Variants
(Pink, White, Lemon, Green)
* Known brand
* Experienced management
* Fully automated machine
* Trained and skilled employee
* Good network
* Low Share of Voice (SOV)
* Mainly positioned as beauty soap targeted towards women, lack of unisex appeal
* Only considers making soap for beauty purpose
* Low Brand awareness
* Weak distribution channel
* Stock out problem
* Low Share of Voice (SOV)
* Mainly positioned as beauty soap targeted towards women, lack of unisex appeal
* Only considers making soap for beauty purpose
* Low Brand awareness
* Weak distribution channel
* Stock out problem
* High Internal competition (Meril, Aeromatics)
* New Entrants (Lilly, Camelia)
* Foreign brands (LUX, Dove)
* Excessive dependence on beauty segment makes Keya vulnerable to changing customer tastes
* Technological changes makes the existing products obsolete
Keya should focus on technological innovations like body wash
A target market is a group of customers that the business has decided to aim its marketing efforts and
ultimately its merchandise. A well-defined target market is the first element to a marketing strategy. The target
market and the marketing mix variables of product, place(distribution), promotion and price are the two
elements of a marketing mix strategy that determine the success of a product in the marketplace. Target
markets are groups of people separated by distinguishable and noticeable aspects.
Target markets can be separated into:
* Geographic segmentations (their location)
* Demographic/Socio-Economic segmentation (gender, age, income occupation, education, sex, household
size, and stage in the family life cycle) etc.
Keya is basically targeting the urban and sub urban middle class people which are the largest part of
Bangladeshi population. They are targeting women, who are beauty conscious and they have introduced lemon
soap with deodorants features which both men and women can use. They are trying to capture both the local
and international market by improving their existing product. Customers are also willing to use this product
because they are giving them the best product at a comfortable price. Keya is an affordable product. That is
why the company targets urban and sub urban upper middle and middle class people who are the second
highest population of segment of the country. From the segmentation of customer according to SEC they target
category B and C, because they are assumed to be financially well-off and can afford to buy Keya.
Intermediaries
Many producers do not sell products or services directly to consumers and instead use marketing
intermediaries to execute an assortment of necessary functions to get the product to the final user. These
intermediaries, such as middlemen (wholesalers, retailers, agents, and brokers), distributors, or financial
intermediaries, typically enter into longer-term commitments with the producer and make up what is known as
the marketing channel, or the channel of distribution. Manufacturers use raw materials to produce finished
products, which in turn may be sent directly to the retailer, or, less often, to the consumer. However, a general
rule, finished goods flow from the manufacturer to one or more wholesalers before they reach the retailer and,
finally, the consumer. Each party in the distribution channel usually acquires legal possession of goods during
their physical transfer, but this is not always the case. Keya follows traditional distribution channel. They have
a pretty weak distribution channel as they cannot supply according to their demand. To distribute Keya, they
use the following channel of distributions
Manufacturer >>>> Wholesaler >>> Retailer >> Consumer
Main reason behind their weak distribution channel is the relationship between the intermediaries and Keya is
not as good as the relationship between intermediaries and other competitors. As a result Keya Super Beauty
Soap is hardly available in the market.
Customer Profile
Demographics
Demographics or demographic data are the characteristics of a human population. Commonly used
demographics include gender, race, age, income, disabilities, mobility (in terms of travel time to work or
number of vehicles available), educational attainment, home ownership, employment status, and even location.
* Gender: There is no obligation, both female and male can use it, but mainly female
* Age: There is no age barrier because soap is an essential thing which is required for our daily use by
everyone. So, there is no specific age limit but mainly above 13 years because this is when both the genders
start becoming conscious about themselves.
* Social economic class (SEC): Consumers purchase pattern largely depends on occupation and income,
which in turn reveals the socioeconomic class of the consumers. Keya is targeting the lower middle class to
upper middle class people; according to B, C and D category.
Social Economic Class (SEC)
| Socio Economic Clusters |
Category | A | B | C | D | E |
Income | High Income | Upper Middle Level Income | Mid Level Income | Lower Middle Income | Low
Income |
Education | High Level of Education | Educated Slightly Less than Cluster A | Educated Slightly Less than
Cluster B | Educated Slightly Less than Cluster C | Very Low Level of Literacy |
* Employment status: Occupation and Income is one of the major determinants of consuming a product but in
order to consume Keya there is no required to be employed somewhere, it is for student and of any other
occupation
* Marital Status: It is for both married and unmarried people.
* Purpose of use: For beauty purpose, for feeling fresh and revive, for getting good skin, for feeling glamorous
* People who live in the same neighbourhood are more likely to have similar characteristics than are two
people chosen at random.
* Neighbourhoods can be categorized in terms of the characteristics of the population which they contain. Any
two neighbourhoods can be placed in the same category, i.e., they contain similar types of people, even though
they are widely separated.
Keyas geo-demography assumes that it has consumers in almost all the places of urban and sub-urban area.
Since the metropolitan cities has more youngsters leading the modern lifestyle, so it has put more emphasize
upon all the cities.
How will we know we have arrived?
1. Implementing the project needs Money, Budget Allocation is very important issue.
2. Our objective is very much measurable & attainable
3. After 1 year, we can easily find out if there is 5% increase in sales or not.
Practicalities
Requirement
* Market Research before implementation
* Discuss the Media Strategy
Budget Limitation
* Organization will provide the agency with certain amount of money regarding the project.
Time Limitation
* 1 year
Geographic Limitation
* Domestic Market (64 districts of Bangladesh)
Reference
* Report on Competition Scenario in Bangladesh, page 18, prepared by Bangladesh Enterprise Institute, July
2005.)
http://www.fundinguniverse.com/company-histories/Unilever-Company-History.html