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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.
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
Problem in the distribution network
Lack of Brand elements and promotionAvailability of large number of substitutes
Lack of flexible manufacturing technology
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
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
PRICE
cosco
COSCO
cosco
cosco
cosco
SOAPSmall size –Tk12Large size-Tk 40Body wash250M-Tk.80500M-Tk.140
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