MARKETING OF A FAILED PRODUCT IN PAKISTAN :

SUBMITTED TO:
SIR MANSOOR MAHMOOD ASHIQ
SUBMITTED BY :
SUMAIRA QAYYUM (F17BB030)
TEHREEM MALIK (F17BB010)
MESHAL ALI(F17BB042)
AMNA AMIR(F17BB037)
TANVEER AZIZ(F17BB008)
MUHAMMAD MOHSIN(F17BB040)
MAIDA KH\\AN(F17BB022)

INTRODUCTION https://www.technicalcommunicationcenter.com/advertise/

About Our Company Procter & Gamble Co is a Fortune 500, American global corporation based in
Cincinnati, Ohio, that manufactures a wide range of consumer goods. As of 2008, P&G is the 6th largest
corporation in the world by market capitalization and 14th largest US Company by profit. It is 10th in
Fortune's Most Admired Companies list (as of 2007). P&G is credited with many business innovations
including brand management, the soap opera, and "Connect & Develop" innovation. According to the
Nielsen Company, in 2007 P&G spent more on U.S. advertising than any other company; the $2.62
billion it spent is almost twice as much as General Motors, the next company on the Nielsen list. P&G
was named 2008 Advertiser of the Year by Cannes International Advertising Festival. Three billion times
a day, P&G brands touch the lives of people around the world.

SWOT
P&G is a Global Company reaching out to almost 82 countries. A specialized company with a singular,
steadfast focuses on the advancement of skin care and other consumer goods around the globe. It has a
very strong global brand image. Since products of P&G have been used for more than 150 years, thus
the brand loyalty among its buyers does exist. P&G’s goal is simple, improving the quality of human life
by providing high quality, safe and effective FMCGs, therefore making life easier for so many people
around the globe.

Strengths: The biggest strength of P&G as a company is having vast range of skin care product line
including creams, lotions, shampoos, liquid cleansers and etc. It has a very strong brand name. Due to its
strong brand repute, P&G has a huge customer base. The customers of P&G are extremely brand loyal
and have less tendency of switching on to some other brand. P&G are always bringing innovations to
sustain its customer base.

Weakness: The major weakness of P&G is being less innovative than its major competitor Unilever.
Some of the P&G products have failed in certain geographic areas, as the research for those products is
not conducted in all the geographic areas where the product has to be sold. For example, Oil of Olay
failed in Pakistan, Camay failed here as well.

Opportunities: Some opportunities include the unexplored areas in the markets where P&G can sell its
product. One of the opportunities for P&G is to invest in the segment for children. Another opportunity
for P&G is to introduce food and beverages for Pakistani market, keeping in view the tastes and
preferences of the people here.

Threats: Unilever is the biggest threat for P&G as that is the most aggressive competitor of P&G. With
the advent of new FMCG providers in market with less priced products, people in markets like Pakistan
where due to inflation customers can switch on to other low price products. As P&G is operating globally
therefore the regulations of Government in different geographical areas may affect the policies of P&G.
As the world economy is going through the unprecedented economy crisis that may prove to be a threat
for all the businesses being operated globally.

BACKGROUND OF FAILED PRODUCT CAMAY SOUP:

INTRODUCTION:

Camay was rich, creamy beauty soap. Camay was available in different fragrances. Camay was the name
of a scented hand and body soap, made by Procter & Gamble. It was first introduced in 1926 and
marketed as a "white, pure soap for women," as many soaps of the time were colored to mask
impurities. Camay's slogan for many years was "Camay: the soap for beautiful women." It was later
replaced with "For your most beautiful complexion at every age." Camay is still produced although many
stores in the United States and Pakistan do not sell it anymore, as it has fallen out of popularity in recent
years. Since it is still quite popular abroad, in the U.S. it is often found at immigrant-oriented ethnic
stores.

Product Failure in Pakistan:

Camay was introduced in Pakistan. Extensive advertisement was done for the products. The soap was
introduced with different scents to ensure variety. But Camay became unsuccessful in coping up the
expectations of the customers. Therefore it was failed. One of the complaints of the customers was that
Camay is highly soluble soap, due to which it is consumed highly and is not a cost efficient product.

Competitors Analysis of Pakistani Market:

Leading Soap Brand Market Share Lifebuoy 35% Lux 25% Safeguard 15% Other 25%

RELAUNCH OF CAMAY IN PAKISTAN CAMAY CARE

 Our product “Camay Care” is a “face wash in a bar”.
 Soaps are one of the most important consumer goods in everyday life. The need for such a
product is always there. Life is becoming more and more fast with every passing day and in
order to cope with the time limitations people want products which are easy to use and do not
consume time.
 Our product deals with the same need of people and is targeted specially towards those people
who are good time managers; “Camay Care” helps people to satisfy their need of looking good
within minutes
 . Our product is very simple and sophisticated. It will be a core consumer product, which will
provide the consumers with the benefit of clean, healthy, shiny skin with relative ease and
comfort.
 The product will be available in various types. Product will be available in diverse packs
according to scents, and will be an economical product.
 Price of the product will be slightly higher as compared to the normal soaps, but still the value
provided to the customers will be more as compared to the costs they will incur.
 To conclude, our product will provide the customer with great benefit of clean, healthy, shiny
skin with ease, comfort and relieve from all everyday skin problems.

MARKETING MIX
FOR “CAMAY CARE” Not simply nice to look at but even nice to smell and use! We have
identified 3 unusual flavors to market the varied choices of the users. Our product is not the
typical everyday medicated soap, it is a medicated soap which is fun to look at and fun to use
and it is first of its kind that’s why it will have an advantage of a first player.

SEGMENTATION To get a product or service to the right person or company, a marketer would
firstly segment the market, then target a single segment or series of segments, and finally
position within the segments Segmentation is essentially the identification of subsets of buyers
within a market who share similar needs and who demonstrate similar buyer behavior. The
world is made up from billions of buyers with their own sets of needs and behavior.
Segmentation aims to match groups of purchasers with the same set of needs and buyer
behavior.
By geography :Such as where in the world the product was bought our product would be
customized for Asian skin types.
BY PSYCHOGRAPHICS: Our segment if considered psycho graphically would target people
whose beliefs and attitudes are shaped by popular culture and they fall prey to what the
television says pretty easily.
By demography Such as age, sex, and so on. Mostly females are conscious about their skin, and
males prefer not to use products with the stereotypical ‘beauty’ attached to it.
By socio-cultural factors Such as class does play a part in the acceptance of such products in
your life. People from the upper class and upper middle class would be ready to buy our soap
because it is not acceptable to people with a low income to splurge on such luxuries as
medicated soap.
PROMOTION P&G promotes its products in a variety of ways. Camay Care will be promoted by
using the mediums of television, newspaper and radio