Camay soap

Reason of failed

 Soap highly soluble

 its high price 
 poor marketing
 no innovation and improvement
 they target very small and niche market
 launch in Pakistan without any market research

History

This soap made by Procter & Gamble in 1926.

Marketed as “white, pure soap for women”

Slogan

“Camay: the soap for beautiful women”

And later it’s replaced with “for your most beautiful complexion at every age”

After too many complains they rebrand their product with name of “Camay care”

In Camay care they focus on those who are skin conscious and have rough skin or acne problem.

Camay care is suitable for all skin types and also gives fresh and healthy skin.

Camay is creamy beauty soap with different fragrance.

Camay sold in many countries and popular in many countries of the world but failed in Pakistan markets.

When Camay soap failed in Pakistan then they stopped manufacturing Camay soap in Pakistan and now
Camay soap is just part of our history book now.

Competitor

Lifebuoy 35%

Lux 25%

Safeguard 15%

Others 25%

Relaunching (ideas)
We work on this soap specially designed for Asian skin.

Category medicated also beauty

All skin types

Target mass audience, people of any age group

We use bright color blue for trust and green for safety also for catch attention of customers

Add different fragrance and flavors like rose, jasmine, mint etc.

Endorsement of celebrities

Also add for building trust “Camay is brought you by P&G”

This soap makes skin smooth, soft, clear, shiny and bright skin and also good for acne and bacteria

Luxury soap with less price

Targeting

Male female both of every age with their many varieties