Symbiosis Institute of Business Management, Hyderabad

Name of the Faculty Dr. Ramkrishna Dikkatwar

Course Marketing Management

Semester – I Batch of 2020-22

Assignment Date 15th October’2020

Submission Date 31st October’2020

Topic: - Assignment on STDP

Group A-07

Sl. No. PRN Name Remarks

1. 20021141030 Durgesh Nandini

2. 20021141033 Garima Grover

3. 20021141034 Gandhali Girme

4. 20021141036 Heena Ghosal

5. 20021141037 Heena Goyal

6. 20021141156 Sanjana VR

Industry: FMCG

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Category: Personal Health Care- Bathing soap
Product: Bathing soap
Product Name: Bella Care (hypothetical)
Brand: ABC (hypothetical)
Tagline: Perfect solution for stretch marks and nausea (hypothetical)
About the organization:
ABC is an Indian soap brand. It manufactures its products in different parts of the country, such
as Mumbai, Hyderabad, Kolkata and Delhi. The brand produces and caters to multiple segments
of the Indian market, such as infants, kids, men and women. The soaps are primarily made
using vegetable oil and milk extracts.

Our vision:
Bringing wellness and joy to every home in a box of soap which caters to men, women and kids
for different needs- Acne, Cleansing, Pregnancy care, sensitivity for infants you name it and we
have it here . We believe beauty and comfort should be a source of confidence, and not
anxiety. That’s why we are here to help people with a perfect solution for their skin needs.

Our mission:
Establish ABC science-based, problem-solving, head-to-toe brand made with love to pamper all
the moms and expectant moms out there. We aspire to take care of every mom’s wellbeing
with safe, toxin free, international standard products which you can choose without having to
think twice. A brand which every parent trusts, which intends to make the lives of mums
beautiful.
All the efforts of ABC.CO are geared towards enriching lives through the pleasure of our
products. Develop markets worldwide with an in-depth and long-term approach, maintaining at
each step the highest ethical standards.
Our mission is to create the healthiest, highest quality and most accessible personal care and
household products for you. By using pure and simple ingredients with time-tested
manufacturing processes for all of our products, we meet the needs of the future for people
and the planet, today.

Bella Care
We believe that women during their pregnancy should feel beautiful inside out and should not
be conscious of their stretch marks. That’s why we are here with a perfect solution for stretch
marks along with exotic fragrances to help with their nausea. We aim at providing a
comfortable pregnancy just in a box of soap.

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 USP: Anti stretch marks and remedy for nausea

Segmentation: When it comes to segmentation of the market it is done based on different

factors such as age, lifestyle, gender, area and many such factors. While selecting a segment
market for our product we have undergone an analysis and selected specific bases of segments
whose needs and expectancies are easily met through our product.
The bases of segmentation selected are -
1. Geographic segmentation
2. Demographic segmentation
3. Psychographic segmentation
4. Behavioral segmentation

Geographic

Country City

India Urban and semi urban areas

Our organization ABC, has been catering to the The product will cater to Urban and semi urban
soap industry for all segments of society. All cities and areas as the consumers from that
these segments are India based and we have segment are more aware and conscious when it
established a great understanding of the market. comes to skincare.
Thus, with ‘Bella Care’ we are targeting a
different segment yet again with the Indian
market.

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 Demographic

Gender Income Level Education Occupation Life stage

Female Middle to high Literate Working and non- Pregnancy

(Pregnant) (Graduate) working

The soap is The price A segment with Working class has an The product is
developed sensitivity of the consumers who age segment which specifically made for
specifically for product is well have a mostly falls under expectant moms.
women who are communicated to graduated women or men who Moisturizing
pregnant as well a middle to high background are are expecting or properties of soap
as expecting income level as it more aware have delivered. This will help them get
mothers. It ranges from a about the segment hence rid of their stretch
ensures that cost of 45 to 50. healthcare of would be more marks while
during or before This range falls women during conscious when it providing them
and after under the pregnancy. The comes to care calming fragrance to
pregnancy affordable benefits of the during this period. release them from
women have a budget of those soap are better Non-working class nausea.
product whose belonging to the understood by but graduated are
calming smell above-mentioned this segment. also well exposed to
recovers their class. this part of care
nausea, acts as a either for them or
moisturizer for their loved ones.
their body and
removes stretch
marks.

Psychographic

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 Lifestyle Personality

Outdoor- oriented Conscious about her physical appearance; Confident

The product is aimed at targeting women We love taking care of women who love to take care of
who enjoy socializing. Women who are more themselves, the ones who are conscious about their
gregarious and outdoor - oriented. physical appearance and believe in making an effort
and like to be confident.

Behavioral

Benefits User Status Readiness Stage

Anti-Stretch Marks & Potential User Unaware

Remedy for Nausea

The product is specifically made
for expectant moms.
Moisturizing properties of soap
will help them get rid of their
stretch marks while providing
them calming fragrance to
release them from nausea.
The brand ABC intends to focus Since the product is new, the
on attracting potential users i.e. segment is unaware of its
expectant mothers and catering characteristics and benefits.
to their needs of getting rid of
stretch marks.

Market Attractiveness

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Market attractiveness is measure of the opportunities a market offers to an organization, with an
acknowledgment of various factors. Porter’s five forces helps to determine the long-run
attractiveness of a market or market segment: industry competitors, potential entrants,
substitutes, buyers, and suppliers.

Threat of new entrants: Medium

The raw material to produce soap is
easily available but our product’s
fragrance and moisturizing agent to
reduce stretch marks makes it
special. Hence, threat of new entrants
is medium.

Rivalry Bargaining power of

Bargaining power among suppliers: High
of buyers: Low to existing There are large
medium competitors: number of soap
Our product has Nivea manufacturers in the
negligible Aveeno market , therefore
substitutes for the Bioderma switching cost for
target audience, Himalaya suppliers is low which
hence the buyer CeraVe makes bargaining
power is low to power of our suppliers
medium. high.

Threat of substitute: Medium

There are very few brands that have
similar products , most of them are
unknown to most of the buyers
therefore threat of substitutes is
medium.

Effective Segmentation Criteria

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Measurable: The size, purchasing power and characteristics of the segment of expectant mothers
is measurable.

Substantial: According to the analysis done by Med India there are more than 9 lakhs expectant
mothers per year in urban India, so the segment we are targeting is substantial and potentially
profitable enough to serve.

Actionable and accessible: Initially, the miniature version will be made accessible to the potential
segment by bundling it up with the company’s existing products in the market and making it
available online and offline as well going forward.

Differentiable: The product i.e. bathing soap is distinguishable from other soaps on the basis of its
features of anti-stretch marks, and it helps in case of nausea during pregnancy.

Targeting

Target Market Selection: Differentiated Marketing

The firm produces and caters soap to different needs and wants of multiple segments i.e. infants,
children, men and women, thereby offering better quality, benefits and price points. And now, the
firm is all set to come up with a new soap especially crafted for expectant mothers.

Targeting Approach: Mass Marketing

Our product will follow a mass marketing approach as it will be launched with 3 to 4 fragrances
such as lavender, musk and aqua that will target the common needs of a particular segment i.e;
expectant mothers.

Differentiation

Product differentiation: The new bathing soap stands out from the rest of the company's offerings
because of its unique features such as anti-stretch marks and remedy for nausea during
pregnancy.

Image differentiation: The firm differentiates itself from its competitors by offering a specialised
soap for the mothers and expectant moms. Apart from offering premium quality products , it is
also known as an ethical brand in the industry. However, ABC focuses on creating an emotional
connection between the brand and the beautiful moms which results in meaningful relationships
over time.

Positioning

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Parentage Positioning: The firm ABC is launching the product under its established brand name.

Benefit related positioning: The firm ABC is launching the product with features that provide
benefits related to stretch marks and aversion of nausea.
Tagline: “Perfect solution for stretch marks and nausea”

Summary

The firm is ethical in terms of the marketing program and strategies that has been adopted while
segmenting, targeting, differentiating and positioning the upcoming product i.e. Bella Care.