Student Name: Sumra Fatima Faculty: Sir Fawad Afridi

Student ID: 20664 Date: 25/9/19

Course: Brand Management

Section: C-1910

Assignment: Take one product and identify it’s competition (Direct and Indirect), USP’s, Frame of
reference, unique proposition, pricing, packaging, target market, positioning statement, slogan and
tag line.

 Product name: Belle beauty soap

 Product nature: Beauty soap with good fragrance
 Direct Competition: Dove, Palmolive, Capri
 Indirect Competition: Safeguard, Dettol,
 Unique Proposition: Appreciates beauty and glamour to delight the senses and develop self
confidence
 Frame of reference: Beauty appreciation condemning low self-esteem and promoting self-care.
 U.S.P: It stands for the promise of beauty and glamour as one of the most trusted personal care
brands.
 Pricing: 90 Rupees
 Packaging: Fancy plastic covering with fragrant tissue inside with a touch of gold color theme in
all soap types.
 Target market:
Gender: Female
Age: 16-35
Geographical location for distribution: Urban and sub-urban
 Income: Upper middle class and middle class
 Positioning statement: belle defines the infinite beauty standards glamour and radiance as one
of Pakistan’s most trusted personal care brands. Belle offers a range of soaps in different colors
and world class fragrances and it is widely available in urban or sub urban areas to women for
keeping up with their beauty standard on a daily basis.
 Slogan: “Catch the beauty vibe”
 Tag line: Embrace your beauty!