POSITIONING

The repositioning campaign of soap was started at 2008, but it became more prominent and
became effective in 2009, Soap along with the advertisement has improved its quality and
fragrance, most of the people had shifted from soap because it was low quality and it smelled
terribly, as Soap has improved its quality all it needed to run an effective advertisement
campaign to get the customers attention. The advertisement team of Soap came up with excellent
theme Healthy Hoga Pakistan and it is targeting parents which is their target market, Soap
made very effective ad and it also used fear strategy (which is effective in case of antibacterial
soap). This has enabled Soap to get more and more customers. Now a days, Soap is everywhere
in Television, Radio, Newspapers and Billboards, Soap is running a huge campaign to promote
itself which is very necessary in case of repositioning the brand.
With the help of marketing department and advertisement, Soap has successfully repositioned
itself as a quality antibacterial soap with better fragrance and more durability. Many companies
try to reposition themselves when they see market trend shifting but most fail to do so. In case of
Soap it has been successful.
Soap is known for the health and hygiene. Soap has a standard brick red soap with the specific
fragrance. But in the product life cycle soap is reached at the maturity stage where it requires
changing in the product. The existing product is not competent with the other market
competitors. So the company has changed the soap and make the new soap with the new
fragrance and soap increase its product range. In India soap is targeting the rural market. The
new soap is the completely new product with the new formulation, fragrance, lather profile and a
shift in positioning from being a male soap to family soap. Seventy percent of the sale of soap is
from rural India. Now the soap is no longer a carbolic soap with cresylic perfume, it is toilet soap
with a different fragrance. Soap changes the target market from an earlier men, the focus has
shifted to the family message that Soap is for effective protection from germs that cause the
health problems.