INDEX

1) Introduction
2) Reasons for selecting the product
3) 5 competitive soap brands
4) Permission and Licenses
5) My Product – TruEssence
6) Logo
7) Label
8) Range
9) Packaging
10) Channel of Distribution
11) Transportation
12) Warehousing
13) 5 ways of promoting my product
14) Schemes
15) Social Message
16) Cost Effective technique for product
17) Cost Effective technique for promotion
18) Bibliography
 INTRODUCTION
In present age, all people want to appear smart and elegant
in his personality. The history of soap industry in India is very
old say since 1889. The use of soap or soap like cleaning
agent has always been associated with man’s inherent
instinct to keep his body and other belonging clean. Soap
help remove slag from skin to make skin a brilliant glow. The
principal raw material of soap is oil and fats. According to
these raw materials the quality of soap and category of soap
is changed. The necessary raw materials are needed to be of
high purity and the finished product should have the
balanced pH as its froth may enter the eye. Toilet soaps are
made by combining liquid fats (like vegetable oils or animal
fat) with an alkali like sodium hydroxide (also called lye). The
process is called Saponification; the definition of “saponify” is
literally ―to turn fat or oil into soap by reaction with an
alkali. During the curing process, the sodium hydroxide and
water evaporate out of the product, leaving behind just
awesome soap. Super fatting, which refers to the process of
adding liquid fats to soap after saponification, is popular for
its rich, moisturizing effect. Clear soaps will add glycerin and
sorbitol (a sugar alcohol with emollient properties), and
products labeled ―antibacterial usually rely on triclosan, a
substance that kills bacteria and helps prevent fungus
growth. A simple production method with high return soaps
are invariably used in every household. The antibacterial soap
with a moisturizer added has huge market potential. The
market is spread from remote village to the metro cities alike.
The industry gives a good profit and high employment
oriented.
 REASONS FOR SELECTING THE PRODUCT
There is a vast market available for Bathing Soap all around
the world. It being soft in nature will act on skin giving a
soothing effect. This Bathing soap is nothing but a soap of
good and refined quality and balanced pH, so this soap have
as good market as other bathing soap have. Because of its
charming name this soap can be used by all male, female
irrespective of caste, creed, and sex. As the fashion grows up
its market potential will also grow accordingly. Considering
the population trend in the state there is still an ample scope
for growth of this industry. There are so many kinds of
bathing soap flooded in the market but because of its
peculiar name and nature, quality, and properties it will also
grab good market in present scenario.
Soaps are cleaning products that have become an essential
part of our lives. Cleaning products play an essential role by
safely and effectively removing dirt, germs and other
contaminants and hence produce a healthy lifestyle.
I have selected this product because:
1) It is a necessity good.
2) It is used everywhere
3) A good quality soap is necessary to stay clean
4) It holds a good market share
 5 COMPETITIVE SOAP BRANDS
1) LUX:
LUX is a global brand developed
by Unilever. The range of products
includes beauty soaps, shower gels,
bath additives, hair shampoos and
conditioners. Lux started as "Sunlight Flakes" laundry soap in
1899.
As of 2009, Lux revenue was estimated at €1 billion, with
market shares spread out to more than 100 countries around
the globe.
Today, Lux is the market leader in
countries
like Brazil, India, Thailand and South
Africa.
Developed by Unilever, Lux (soap) is
now headquartered in Singapore.
Lux is a multinational beauty
product brand sold mostly in South
Asia. The products of Lux are having
a high rate of sales.

USP: Lux stands for the promise of beauty and glamour as one
of India's most trusted personal care brands.
Tagline: Not Just Soap Its Skin Care
Selling Price: 1) Consumer: Rs.45 / per pack (100g)
 2) Retailer: Rs.110 / 100g*3
3) Wholesaler: Rs.8555 / 100g*200
2) Dove:
Dove is an American personal care
brand owned by Unilever originating in
the United States. The products are
sold in more than 150 countries and are
offered for both women, men, and
babies. Dove's logo is a silhouette
profile of the brand's namesake
bird. Vincent Lamberti was granted the original patents related
to the manufacturing of Dove in the 1950s, while he worked for
the Lever brothers.

USP: Dove provides deep Moisturizer for Dry Skin

Tagline: Everyday Moisture is the key to beautiful skin
Selling Price: 1) Consumer: Rs.38 / per pack (110g)
2) Retailer: Rs.155 / 110g*4
3) Wholesaler: Rs.9555 / 110g*300
3) Pears:
Pears transparent soap is a brand of soap first produced and
sold in 1807 by Andrew Pears, at a factory just off Oxford
Street in London, England. It was the world's first mass-
market translucent soap. Under the stewardship of Thomas J.
Barratt, A. & F. Pears initiated a number of innovations in sales
and marketing. A. & F. Pears was acquired by Lever Brothers,
now Unilever, in 1917, and products under the Pears brand are
currently manufactured in India.

USP: It keeps your skin soft and smiling with innocence

TAGLINE: Pure and Gentle
Selling Price: 1) Consumer: Rs.32 / per pack (110g)
2) Retailer: Rs.86 / 110g*3
3) Wholesaler: Rs.4200 / 110g*150
4) Lifebuoy:
Lifebuoy is a brand
of soap marketed by Unilever. Lifebuoy was originally, and for
much of its history, a carbolic soap containing phenol (carbolic
acid, a compound extracted from coal tar). The soaps
manufactured today under the Lifebuoy brand do not contain
phenol. Currently, there are many variants of Lifebuoy.

Tagline: Healthy hoga Hindustan; Lifebuoy hai jaha tandurusti

hai waha
USP: Lifebuoy provides 100% better protection from germs as
compared to ordinary soaps
Selling Price: 1) Consumer: Rs.35 / per pack (125g)
2) Retailer: Rs.110 / 125g*4
3) Wholesaler: Rs.8200 / 125g*240
5) Medimix:
Medimix is an Indian brand
of ayurvedic/herbal soap
manufactured and marketed by
Cholayil Private Limited,
a Chennai-based company. The
brand was founded by Dr. V. P. Sidhan from Valapad, Kerala.
The year 1969 proved pivotal to the family legacy as Dr. Sidhan
combined a timeless tradition with his sharp business acumen
to develop a green bar of soap that could both nourish and
protect our skin.

USP: Handmade soap manufacturing with an 18-herb Ayurvedic

formulation
Tagline: Nothing better than natural
Selling Price: 1) Consumer: Rs.28 / per pack (120g)
2) Retailer: Rs.70 / 120g*3
3) Wholesaler: Rs.3575 / 120g*175
 PERMISSION AND LICENSES REQUIRED

1. Factory Licence :- First in order to start manufacturing unit

you must register under Factories Act. Get ESI (Employee State
Insurance) and EPF (Employee Provident Fund) Registration
under ESI and EPF Act respectively.

2. Licence from Pollution Control Board:- No objection

certificate from Pollution Control Board is required to operate a
manufacturing unit.

3. Manufacturing Licence:- Manufacturing license is required

for manufacturing of Soap as laid down in part XIV of Drugs and
Cosmetics Rule.

4. Registration under VAT and Excise:- After obtaining approvals

from various authorities, registration under Sales Tax Act and
Excise Act is required.

5. Trademark Registration:- It is important to register our name

or logo so that no one can copy our brand. Trademark is a
symbol or design that distinguishes the product of different
parties.

6. Patent:- Patent is required to register formulae for

manufacturing of soap. Once formulae of making soap get
registered under Patent Act then it cannot be used by any
person.

MY PRODUCT
TruEssence
TruEssence is the home of real beauty. Beauty is
not defined by shape, size, or color its feeling like
the best version of yourself. Authentic. Unique.
Real. Our brand has been working to make beauty
a source of confidence, not anxiety. TruEssence
celebrates a new definition of strength: one with
care at its center. Real strength is shown through
the care you give to the people that matter and
that includes you.
Features :
  TruEssence Soap Bars doesn't dry out skin like regular
soaps
 ¼ moisturizing cream and gentle cleansers help retain
skin’s moisture
 Leaves skin softer, smoother, and more glowing
 Suitable for daily use on face, body, and hands

Tagline: Because you deserve the best!

USP: Soap made from natural ingredients and oils for a silky
soft and smooth skin.

SELLING PRICE

TruEssence is a product which speaks to the middle class and

target a large volume of customers. TruEssence is highly
economical and is positioned as an affordable Luxury soap for
all. TruEssence focuses on being a cost leader and has adopted
a competitive pricing mechanism in its marketing mix so as to
compete with other players and survive in the market. This is
further achieved by being a mass producer which has resulted
in achieving economies of scale.
Our selling price are:

1) Wholesaler: 3250 / pack*100 (125g)

2) Retailer: 160 / pack*4 (125g)

3) Consumer: 45 / pack (125g)

PROFIT MARGIN

1) Manufacturer: 16.67 %

2) Wholesaler: 14.28 %

3) Retailer: 12.5 %
 LOGO

LABEL (DRAWING)
RANGE
and many more….
 PACKAGING

The final stage of the soap manufacturing process is the

packaging. In this stage, the finished product is packed for final
supply to consumer. During the packaging stage, bar soaps are
either wrapped or cartooned in single packs or multipacks.
Soap Packaging Benefits
Packaging is one of most important steps in soaps
manufacturing and hence should be given prime consideration
by soap manufacturers. Some of the important benefits of soap
packaging include -

 Enhances the marketability of product

 Improves the appearance and attractiveness of product
 Increases the shelf appeal of product
 Increases the shelf life of product
 Reduces the waste during production
 Makes the product easy and convenient to use
 The product can be packed in different sizes to meet the
varying demands of consumers

PRIMARY PACKAGING: The soap is attached with a

biodegradable and environmentally friendly card with our logo
and our website info and then wrapped in ecofriendly paper.

SECONDARY PACKAGING: This consists of a cardboard box that

can contain 12 bars of soap in each box.

TRANSPORTATION PACKAGING: It would then be put in an

even larger cardboard box for transportation.
 CHANNEL OF DISTRUBUTION

MANUFACTURER

WHOLESALER

RETAILER

CONSUMER

Reason for selection of this channel: This channel of

distribution is selected because there are a large number of
customers for soap and it needs to be available in their near
locality and the product needs to be in distributed in all shops-
big or small. And this can only be done with a long chain.

TRANSPORTATION

Transportation means physical movement of goods from place

of production to the place where they are required.
The firm uses truck to transport the final good to the
wholesaler or warehouse. The trucks can easily hold a lot of
goods and is a very efficient means of transportation. An
Insulated truck will be used as the means of transportation.
Insulation is required because the soaps need a cool place,
otherwise it’ll melt or get damaged.
To ensure that the cost of transportation is controlled and can
easily be monitored, the transportation will be handled by the
firm itself.
 WAREHOUSING

Whatever is produced is not sold off immediately. Storage or

warehousing refers to holding and preserving goods till they are
delivered to the buyers. This is known as warehousing.
The need for warehousing arises because there is a time gap
between the production and consumption of goods. By bridging
this gap, warehousing creates time utility. Also, the goods must
be stored properly so that they can be protected from any
damage which may cause heat, moisture, theft etc.

TruEssence will have warehouses in all the states of the country

to store the soaps. Also, for international market, TruEssence
will have warehouses abroad also.
 5 WAYS OF PROMOTING MY PRODUCT

The following 5 ways will promote TruEssence:

1) Sales Promotion: It is the benefit given to the customer with
the same price for shooting up the sales of any given
commodity.
TruEssence will have an introducing offer of 20% extra in soap
bars.
2) Advertising: TruEssence will be advertised through various
mass media like television advertisements, radio, magazines,
newspaper, etc.
3) Event Promotion: TruEssence will exhibit its product range in
various events related to the soap industry. Also, TruEssence
will sponsor such events once a year.
4) Direct selling: TruEssence will be sold door to door by
designated sales personnel. This will support our objective to
make TruEssence a household brand.
5) Social Media Marketing: TruEssence will also be promoted in
one of the most cost-effective marketing, i.e. social media
marketing. Through social media marketing we will reach many
people with very less cost. Various social media platforms
include Facebook, Twitter, linked in, Google and YouTube.
 SCHEMES

The wholesaler: To sell more units or to encourage the

wholesaler to buy more units, the manufacturer will bear the
cost of transporting the products to the wholesaler on their
own thus reducing the pressure on the wholesaler.

The retailer: To encourage the retailer to buy more units of the

product, discounts will be given. Thus, the retailer will then be
paying less than the actual price.

The consumer: To encourage consumers to buy more units of

the product, schemes like buy-1-get-1-free , sales and discounts
will be given. This way, more consumers will buy the product
and in more quantity.
 SOCIAL MESSAGE
The packaging is made with high-quality recyclable plastic
which is makes the outer covering eco-friendly.

The ingredients used in this soap are 100% herbal products and
there are absolutely no side effects from using this.

It is suitable for any person above 5 years of age.

The price of the soap is less expensive compared to the others.

COST EFFECTIVE TECHNIQUE FOR PRODUCT

TruEssence Soaps are manufactured keeping in mind the
quality of the soaps while the costs are reduced.

Hence. the firm produces the raw materials on its own,

ensuring quality of the raw materials while significantly
reducing the costs by completely mollifying the costs of the
agents who generally provide such raw materials.

The costs of manufacturing process are also significantly

reduced since we shall utilize very little machinery and a
greater number of people which will also provide employment
to the rural residents, while reducing our costs significantly.
 COST EFFECTIVE TECHNIQUE FOR PROMOTION PLAN
1) Sales promotion: Interesting offers will be provided on all
soaps. The free samples given along with larger quantities will
be samples of soaps scents that are sold less when compared to
the other soaps’ scents in the product range. Hence, trying to
make these unpopular flavors popular.
2) Advertising: Cost can be reduced for television advertising
and newspaper advertising, but the other media have constant
cost which when reduced also reduces effectiveness. The
television advertisements will be short using standard cameras
and original locations which reduces our cost on the equipment
and studio setup. Instead of running an advertisement on the
newspaper it is more cost effective to introduce pamphlets into
the newspaper.
3) Event promotion: Event promotion are second most cost-
effective means of promoting after social media marketing. It
helps in generating genuine leads along with branding amongst
your extract target audience. Hence, no money is wasted on
promoting the brand out of the target audience.
4) Social media marketing: it is the most cost-effective means of
promotion with very effectiveness. Using social media
promotion, we can filter the people who will view my
advertisements or follows us ova these platforms. This again
ensures that we don't leave the target market unnecessarily, it
also helps in deciding during what time interval my
advertisement must run on the platforms.
 CONCLUSION

In this assignment, I have explained about the topic 'Marketing

Management' by providing full details on it. This project also
emphasizes on main ideas related to the topic.

I took the ideas and researched about this topic from the
websites which are mentioned in the webliography and some
books. I wish this assignment will be a useful and a
knowledgeable one.
 BIBLIOGRAPHY
1)https://my.msme.gov.in/MyMsmeMob/
MsmeProjectProfile/Pages/2_0.html
2) https://www.lux.com/
3) https://www.dove.com/us/en/home.html
4) https://www.pearspuresince1807.com/us/products/pears-
pure-and-gentle-soap
5) https://www.lifebuoy.in/
6) https://www.cholayil.com/