Media Brief: Bahaar Toilet Soap

Background
Bahaar was launched in 2015 in MP. In the six years since its launch, it has only
been sold in certain pockets of MP and Western UP through WOM, trade push and
isolated OOH/POP advertising. There has been no consolidated communication for
the brand till date. Consumers who have talked about the brand mention how the
fragrance of the soap lasts till the night, despite the weather and perspiration.

Priced at Rs.15 per 100 gm bar, the soap operates in the popular segment. It is
available in 4 fragrances – jasmine, lavender, rose and lime.

The brand now wants to expand its footprint in North and Central India, Bengal,
Maharashtra, Gujarat and Odisha. For this, it intends to undertake an advertising
campaign using ordinary people as models.

Market and Competition

It has a 0.3% market share among popular soaps in MP and UP in the cluttered
toilet soap market.

Marketing Objective
In the next one year starting Nov 2021-
Achieve 10% unaided recall of Bahaar among the TG.
Improve market share to 0.4% in MP and UP.
Achieve 0.2% market share in all other markets.

Communication Objective
Communicate the long lasting fresh fragrance of Bahaar to its target audience, and
invite them to try the brand the next time they purchase a toilet soap.

Deliverables from the presentation

• Define the Target Audience
• Define the market
• What media weights would you assign
• Your recommended media mix
• What is your recommended schedule – in terms of seasonality as well as within
the season