Cosco Soap

MKT:460 Sec:4Syeda Rahanuma Ferdusy Haque -131 0308 030

Rifat Nahar Ritu - 131 0303 030 Sajid Hossain Khan – 123 0990 030

Sumayea Mahjabin Sivana – 131 0055 630

Rabia Zaman Rudmila – 132 0698 630

Md. Jabed Hasan – 132 0122 030

The Soap Industry

Fragmented market. The industry is stable and growing between 1998 and 2003, it grew by an average of 4% annually. Within the I&I sector there is fierce competition for market share among the existing popular soap offerings, leading to lean profits on soap sales.

The Soap Industry

Introduction Of Company-COSCOCosco glycerin soap was

produced by Kohinoor chemical co (Bd).Limited later Kohnoor chemical co Limited sold it to Commander Soap co limited Private company operating in the industrial area of Tejgaon that produces Cosco using the same method as Kohinoor LTD

SBU

Cosco is pioneer in glycerin soap. The strength of Cosco soap was DURABILITY and it was not an easily melting soap. This soap is LESS COSTLY compared to much other soap in the market.

Raw materials are distributed to factory , the finished soap are send to depot from

there it reaches the

target points

Customer are declining as

their needs are not made

because they are consistent in

releasing the same size ,

same price and same poor

quality in the market

4% Market share

Losing its position• market dominant has catered

the customer need through

various variants , size and pricing .

Chittagong Chemical

Complex and trust

Communication for specifically polyglycol for transparency,

and Lye To make the soap

acid

COMPETITORS CUSTOMERS SUPPLIERS DISTRIBUTORS

Cosco Soap is

manufactured in the

factory located in Tejgaon

industrial area and kept in depot

DISTRIBUTOR Wholesaler

Retail stores

in specific areas like

Mirpur,

community centre , Karwan Bazar

DISTRIBUTION Channel

Macro Environment Analysis

women in our culture do not

pamper themselves

with expensive cosmetics or

parlor facilities except few.

They look for easy beauty

solution

Political unrest and duty on

raw materials causes delay in the production

and distribution process thus

increase in cost

Customer taste and preferences are changing as they are educated about different uses of soap e.g. germ killing soap , beauty soap , sensitive skin soap

Flexible manufacturing technology

enables to produce different

variants in different sizes

Demographic forces

Political and legal forces

Technology

Social and Cultural Factors

S W O T A N A L Y S I SS

Low and convenient Price Popular Brand to the rural people1st Glycerin Soap in Bangladesh

Quality is goodT

Intense competition in an industrySo many international competitorConsumer trends or preferences changingChange in government

WWeak distribution channel

Poor or no promotional activitiesLack of variety in fragrance and size

Less market shareBrand image of current parent company

OGrowth in soap industryEverybody has access to digital mediaHigh Population growthLiteracy rate is increasing

Porter Five Forces

Intense Rivalry due to known brands like LUX, Meril, Tibet

Low due to easy availability of glycerin and Lye

High .because of popular local and international brand

I

High because of bulk purchase

Degree of Rivalry

Bargaining power of Buyers

Bargaining power of Suppliers

Threat of Substitutes

Threat of new entrants

High because Glycerin is cheap and easily available

M a r ke t S e g m e n t a t i

o n A n d Ta rg e t i n g

Geographic Bangladesh India Nepal Pakistan

Socio Economic

Class A Class B Class C Class D

Demographic

Women18 to 60

years old

Parents(~55)

Key:Target market

Teenagers(13-19)

M a r ke t S e g m e n t a t i

o n A n d Ta rg e t i n gPsych

o-graphi

c

Personality

Outgoing

Introvert

Beauty and

health conscious

Behavioral

Heavy Users

Moderate Users

Low Users

Lifestyle

Key:Target market

Traditional

Tech-depende

ntIndepend

ent

‘To all the beautiful women who always want to be charming

‘Cosco glycerin soap’ is ready to serve them with what they

deserve’.

O L D P O S I T I O N I N G

Slogan - ত্বকে�র স�ৌন্দকে� COSCO

XCBU

DXCDXB

CXVD

VCVC

C U R R E N T P O S I T I O N I N G

“Haath dhowar shaban- Hand Washing Soap”

PRODUCT PLACE

PRICE-12 BDT30 BDT

Retailers

Wholesaler

PRICE

Glycerine Soap

4 P ’ S

PROMOTION

IDENTIFYING THE PROBLEMDecline in

sales

Problem in the distribution network

Lack of Brand elements and promotionAvailability of large number of substitutes

Lack of flexible manufacturing technology

THE

BIG SOLUTIONTo Relaunch

Cosco

Strength

Opportunities SO Strategies WO Strategies• Promote their

brand through effective IMC campaign

• Build a strong distribution channel

• Promote the quality and price to the mass people

Threats ST Strategies• Build good relationship

with the government• Improve quality by

keeping the price same

• Invest in R&D for better quality soap

WT Strategies

Internal Factors

External Factors

Weakness• Weak distribution

channel• Poor or no promotional

activities• Lack of variety in fragrance and size

• Less market share• Brand image of current

parent company

• Low and convenient Price

• Popular Brand to the rural people

• 1st Glycerin Soap in Bangladesh

• Quality is good• Growth in soap

industry• Everybody

access to digital media

• High Population growth

• Literacy rate is increasing• Intense competition

in industry• So many

international competitor

• Consumer trends or preferences change

• Change in government

• Redefine the target market to grab new customers

• Build relationship with customers and retailers

• Create strong brand image •Bring different

flavors and variation in the product•Use flexible manufacturing technology for high quality with low price

WOMEN

BEAUTY CONSCIOUS

ALL DIVISIONSOCIO

ECONOMIC CLASS-A , B

& C

INCOME TK12000 ABOVE

LOYAL CUSTOMER

S E G M E N TA T I O N & T AR G E T I N G

Beauty Soap The

Beauty SoapHand

washing soap

N E W P O S I T I O N I N G

ত্বকে�র স�ৌন্দকে� COSCO

Providing skin care and beauty solution to women for moisturizing and nourishing their skin with enriched glycerin and fragrances

P O S I T I O N I N G S TAT E M E N T

cosco

COSCO

cosco

cosco

cosco

INTRODUCTING NEW

COSCO Soap for oily skin, normal

skin, dry skin and sensitive skin

BROAD DIFFERNTIATION by embracing flexible manufacturing technology

4 P ’ S

BRAND EXTENSION4 P ’ S

PRICE

cosco

COSCO

cosco

cosco

cosco

SOAPSmall size –Tk12Large size-Tk 40Body wash250M-Tk.80500M-Tk.140

Retail stores , Super stores & departmental storeWholesalers

4 P ’ S

Promoting in Bashundhara City

4 P ’ S

4 P ’ STest marketing in different mallsTVC featuring Model Tisha

Porter Five Forces

Lower in the domestic market and international brands will find it difficult to compete

Lower

High because of popular local and international brand

Low because they are producing varieties so need to purchase bulk raw materials thus low price

Degree of Rivalry

Bargaining power of Supplier

Bargaining power of Buyer

Threat of Substitutes

Threat of new entrantsLow as flexible manufacturing technology

Thank You