JK BUSINESS SCHOOL

JK Chawk, 1200 meters on Damdama Lake Road,

Off Sohna Expressway, Gurugram, Haryana 122102
A Report On

Subject - Product & Brand Management

Submitted to - Prof. Shailaja Manocha Submitted by - Group - 2

Amrendra Kumar 006

Anjals Sehgal 007
Ayush Srivastava 010
Divyanshu Barnwal 015
Shreya Sinha 033
Rishabh Kumar 060
Alok Kumar 066

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 Introduction

Herbal soaps are made from extracts of herbs and coconut oil. They are not
corrosive to the skin and do not remove the essential oils from the skin. Soaps and
detergents have been registering steady growth in demand in the country, in tune
with the industrial and economic growth.

-Product Application:

● Herbal soaps remove dandruff from the hair

● They prevent prickly heat They have antiseptic properties
● They act as body deodorizers preventing any foul odour coming from the
body.
● They beautify the skin. They do not bleach the colour of the hair.

Herbal soap has generated considerable interest and enthusiasm amongst the
consumers in recent times, due to the eco-friendly nature of the product. There is
good scope for setting up herbal soap projects in the country. While there is no
particular entry barrier from the point of view of technology, adequate market
thrust is necessary to competitively sell the product in the market. Herbal soap is
the fastest growing category in the soap market in India. Margo and Medimix
dominate the herbal and medicinal soap segment.

Brand Strategy:

● To produce organic soaps that are well-formulated, checked and tested. The
organic soaps must be really effective relative to what is being said on its
label.
● The main objective of our brand is to produce soaps that are not only used
for cleansing the skin but also for absorbing all the impurities embedded in
it.
● Give the customers a perception of smoothness, calmness and relaxation,
which is what they will feel after they apply the product.
● To establish the image of a health and wellness and environment-friendly
company.

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 Analysing the Target Audience-

Segmentation-

According to-

● Age
● Gender
● Income levels
● Frequency of purchase
● Skin type
● Geographical location

Target Segment:

Urban and suburban upper and upper middle class who are health conscious as
well as skin conscious. Diverse products are provided for all skin types.

Soap products are specialized into cleansing, moisturizing, scenting, antibacterial

and whitening.

Competitors:

● HUL
● P&G
● Johnson & Johnson
● Godrej India
● Local Competitors

CBBE:

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 Herbal soap has generated considerable interest and enthusiasm amongst the
consumers in recent times, due to the eco-friendly nature of the product. There is
good scope for setting up herbal soap projects in the country. Our brand is focusing
on the customers who are conscious about their health and skin.

Brand Awareness-

● Recall
Category- Herbal soaps
Competitors- HUL, P&G, Godrej India, Johnson & Johnson
● Recognition
Primary Brand Elements
Brand Name: Soapherb
Logo and Symbol: Name design would include green colour and logo will reflect
the herbal nature of the soap.
Slogan: “Take care of yourself”
Brand Positioning-
Soap Herbal can use all these five communication tools to persuasively
communicate to customers– existence of the product, price of the product,
differentiating features of the product, places where people can buy the products,
and finally how consumers can effectively use the products or services.

Brand Mantra-
"If it's good for the consumer, it's most likely good for business." The real
buzzword is organic. ‚Consumers--especially the Generation Y crowd--are happy
to do away with added hormones, antibiotics and genetic modifications”.

Marketing Mix-

Product-

Ingredients and its Pharmacological action-

● Dharu Haridra (Breberis aristata)-Antibacterial, anti-fungal

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 ● Nimba twak (Melia azadirachta)-Antiseptic, anti-fungal, antibacterial,
antidandruff
● Yashtimadhu (Glycyrrhiz glabra)-Improves complexion of skin, acts as a
sunscreen and also improves hair growth
● Sariba (Hemidesmus indicus)-Coolant to skin, prevents itching and removes
bad body odour
● Kutaja (Holarrhena antidysentrica)-Coolant, prevents excessive sweating
● Krishnajeeraka (Nigella sativa)-Deodorant
● Chitraka (Plumbago rosea)- Excellent antifungal, acts against, antidandruff,
also useful in many skin problems.
● Bakuchi (Psoralea corylifolia)-Proven medicine against psoriasis,
Vitilgo(switram) and improves hair growth.
● Davadaru(Cedrus cyminum)-Provides pleasant body odour
● Jeeraka (Cumminum cyminum)-Provides pleasant body odour
● Dhanyaka (Coriandrum sativam)-Provides pleasant body odour
● Vacha (Acorus calamus)-Antibacterial, antiviral, deodorant, Repels parasites
from body
● Usheeram(Andropogan muricatus)-Coolant to body, acts against wet and dry
eczema
● Jyothishmati(Celastrus paniculatus)-Improves smoothness of skin
● Vidangam (Embelia ribes)-Effective against all sorts of parasitic organisms
● Guggulu (Balasamodendron mukul)-An effective antiseptic, antibacterial,
antiviral and anti inflammatory agent, deodorant
● Chopchini (Smilax ching)-Anti inflammatory drug
● Vanardraka (Zingiber zerumbet)-An effective anti fungal, antibacterial agent

Price-

Value Based Pricing is a pricing strategy which is based on customer perception of

value. It inculcates put the number on both tangible and intangible benefits with a
clear understanding of elasticity of demand and competitive pressures. Hence, it is
so far the best pricing strategy for our brand.

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 Place-

The main target market would be customers who value attributes like natural
constituents, healthy lifestyle etc.

Trying to access every geographical market simultaneously would lead to

unbearable logistics costs. Hence, business development will be done in stages,
targeting regions offering better connectivity with accessible markets first, and then
moving out into other territories in later stages.

Promotion-

Marketing communication mix:

Advertising: Through print media (newspaper/Magazine), Broadcast media

(Television/Movie Halls), Display media (Billboards)

Events: Company sponsored activities and events to create brand related

interactions with consumers.

Direct marketing: Use of the internet to directly contact customers through mails.

Interactive Marketing: online activities and programs designed to create awareness

among customers.

Primary brand elements and secondary associations-

Our brand will come under its own name with the logo including the essence of
herbal mixtures and organic nature.

Secondary Associations would include the benefits of organic products and also the
side effects of using a chemical product.

The main strategy is to create a brand which shows love and affection to your body
and skin.

Brand Architecture-

Product Common Elements -Saponified Organic Oils of Palm, Coconut, Olive and
Palm Kernel

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 Differentiating Elements -Aloe Baby Soap Natural Lavender Essential Oil Blend,
Organic Lavender Oil, Organic Aloe Vera, Organic Rosemary Extract.

Dry Skin Products- Unscented Cocoa Butter Organic Cocoa Butter, Organic
Powdered Oatmeal, Organic Aloe Vera, Organic Rosemary Extract. Oatmeal
Lavender Natural Lavender Essential Oil Blend, Organic Lavender Oil, Organic
Oatmeal, Organic Rosemary Extract.

Oily Skin Products- Balsam Pine Balsam Essential Oil Blend, Organic Rosemary
Extract, Mineral Pigment. Blue Bar Natural Essential Oil Blend, Organic
Rosemary Extract, Mineral Pigment.

Natural Skin Products- Woodspice Natural Woodspice Essential Oil Blend,

Organic Cinnamon, Organic Rosemary Extract. Rosemary Herb Natural Rosemary
Essential Oil Blend, Organic Rosemary Herb, Organic Rosemary Extract.

These all are the possible alternatives that our brand can come with, as a strategy to
grow and acquire its market share in the herbal soap segment and also in the soap
industry as a whole.

THANK YOU

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