Keya Super Beauty Soap
Client Brief

Shafquat Kabir (Sqk)

MKT 337
Sec: 6

Fariha Tabassum 0930242530
Mir Sawam Sauhrid 0920216030
Md. Tanvir Hassan 092057453
Shakawat Hossain Patwary 1030350030
Tashfiq Shad 0910344030
Montasir Hossain 0910939020

Keya Super Beauty Soap
Company Profile Key Info | Keya Super Beauty Soap | Type | Manufacturer | Industry | Cosmetic | Founded | 1997 | Headquarters | Factory: Jarun, Konabari, Gazipur, BangladeshDhaka office: House : 45, Navana Tower, Gulshan Avenue, Post Code: 1212 | Area Served | Domestic: Bangladesh International: Nepal, India , Bhutan, Saudi Arabia etc | Key People | Mr. Abdul Khaleque Pathan | Products | Soap | Parent Company | Keya Cosmetic Ltd. Of Keya Group | IPO | 2001 (Public Ltd Company) | Website | www.keyagroupbd.com | | |

Corporate Logo

Where Are We Now?

Core Product Description

Name: Keya Super Beauty Soap
Corporate Owner: Keya Group
Manufacturer: Keya Soap Chemicals Ltd

Brand Name
Keya

Variants Name
Keya Super Beauty Soap (White, Pink & Green)
Keya Super Lemon Soap
(Lemon)

History
Keya Super beauty Soap is presently at its growth stage and Keya is currently one of the leading brands in Cosmetic Industry of Bangladesh. Back in 2000-2005, Keya is quite popular among the customers because of its attractive packaging & advertisements featuring renowned celebrities. Nowadays, the sales are somewhat less. Most people buy Meril, Tibet or Lux.

Product Description
The attractive and colorful packaging of Keya Soaps attracts the customer and gives them a unique feeling of different flavored soaps. Packet colors are being selected as per different soaps. Since Keya has various kinds of Soaps, its packaging contains abstracts and images of flowers or may be image of lemon. The soap somewhat includes some girly designs to attract women. And the brand logo is visible so clearly in the middle of the packet.

Ingredients * Sodium Palmitate * Sodium Palm * Kernelate * Cocoate * Aqua * Perfume * EDTA * HEDP * Glycerin * TCC * C177891 * C111860 * C126100

Raw materials and active ingredients come from countries like Malaysia, Italy, Germany, Switzerland etc. Keya Soaps are production from 100% vegetable Fat which obtain 8% Glycerin of 99.5% Purity

Cost Structure
According to the different sizes and types of Keya Soaps it have been priced differently.

Size | Price | 120 gm Bar | Tk. 24 | 100 gm Bar | Tk. 20 | 80 gm Bar | Tk. 16 | 60 gm Bar | Tk. 8 |

**Here wholesalers take Tk.0.5 – Tk.1.5, while retailers take Tk.2.00- Tk.2.5 as profit.

Manufacturing Delivery
As a sister concern of the Keya Cosmetics Ltd, Keya Soaps are manufactured in the factory ‘Keya Soaps Chemicals Ltd’. Situated in Juran, Konabari, Gazipur, Bangladesh. The Plant is about an area of 38,430sft. The factory area backed with state-of-the art machineries from USA and Italy. It has a highly skilled workforce of around 153 people covering production, administration, marketing and maintenance departments. ‘Quality Comes First’ is Keya’s tag line. Raw materials and active ingredients come from countries like Malaysia, Japan, Indonesia, Italy, Germany, Singapore, England, Switzerland and USA. The company ensures the products are made of absolutely natural ingredients free from all kinds of unhealthy impurities. Keya Soaps are production from 100% vegetable Fat. Keya produce soap noodles which obtain 8% Glycerin of 99.5% Purity. The most sophisticated plant has got daily production capacity of 3000 M.T. Soap noodles per months. The soap noodles suppliers to our required are sold to other soap manufactures like ACI Ltd, Square Toiletries Ltd, Ethical Toiletries Ltd, Rocket Benckiser (BD) Ltd.

Distribution Channel
Keya Soaps sell in a bulk to the wholesaler from the manufacturer in several targeted areas. This wholesaler or Distributer sell the products to the retailer. Thus final consumer get the product from retailer.

Market Context

Market size in volume and value
Keya’s TG is urban & sub-urban upper to lower middle class people. This category is the 2nd largest population of domestic market. As well as Keya is trying to capture international market like Nepal, India etc.

Brand Sales History: Sales per Market
Recently Keya Cosmetic Ltd. started losing local market share to Unilever and Square. Due to implementation changed in Keya’s marketing strategy, the volume of local sales decreased and export sales slightly increased.

Sales Revenue(in million Tk) | 2009-10 | 2008-09 | 2007-08 | 2006-07 | 2005-06 | Local Sale | 1,040 | 1,244 | 1,128 | 1,269 | 1,265 | Export Sale | 137 | 135 | 114 | 106 | 113 | Gross Sale | 1,177 | 1,380 | 1,313 | 1,377 | 1,379 |

Competitor’s history

Lux * Lux has been associated with beauty since 1924 * Over the years, Lux has covered various aspects of beauty and stardom * Lux is here to remind, encourage, inspire women and have fun with them. Because deep down, every woman wants to feel like a fortune. * From their profit, they spend approximately 20%-25% on communications sector

Meril * Meril Splash Beauty Soap will give you the experience of freshness like no other * Once you start using Meril Splash Beauty Soap, you will live the brand slogan: “Snigdho Konna, Roop e Ononna”. * All of the soaps have the main ingredient of Green Tea, which is widely used in therapeutic remedies because of the presence of anti-oxidants. * Moreover, it promotes younger looking skin.

Usage & Attitudes Category | Description | How used | Frequently | Usage Occasion | Everyday | Perceived Attributes | Take care beauty & make you fresh | Usage reason | Skin care, wash, health care & freshness |

Brand Positioning

Keya Cosmetics obtained a good position in the buyers’ mind through better product attributes, price and quality, offering the product in a different way than the competitors do .The company offers improved quality of products in the industry at an affordable price. which helps to position the product in the buyers’ mind as the best quality beauty soap made locally.
Since in the beauty soap industry all products are of same price keya cannot provide its consumers with better price but it is in a great position in reference with its fragrances. It provides a unique fragrance different from competitors
Marketers often use price/ quality characteristics to position their brands. One way they do it is with ads that reflect the image of a high-quality brand where cost, is considered secondary to the quality benefits derived from using the brand.
Another way to use price/ quality characteristics for positioning is to focus on the quality or value offered by the brand at a very competitive price. Although price is an important consideration, the product quality must be comparable to, or even better than, competing brands for the positioning strategy to be effective., price and quality.
A common approach to position is by setting the brand apart from competitors on the basis of specific characteristic or benefits offered. Keya soap position themselves as providing 100% halal soap which means keya soap are made from 100% healthy ingredients .it does not use any unhealthy impurities which help to attract customers attraction.
Another way is to communicate a specific image or position for a brand is to associate it with a specific use or application such as keya soap position themselves by saying that their soaps take care of people’s beauty and bring about a sensation that makes u fresh ,clean and purity,.
Positioning a product by associating it with a particular user or group of users is yet another approach such as keya soap is producing soap for the young fashionable generation of the society. Keya cosmetics Company has chosen a young girl to influence the young generation women for buying Keya Beauty Soap.

So, in shorts we can see that company offers improved quality of products in the industry at an affordable price which helps to position the product in the buyers’ mind as the best quality beauty soap made locally. It is a 100% halal soap. It provides a unique fragrance different from competitors. It is perfect for those who want to use good quality product at cheap price.

* In Price Terms: Average
Keya’s Price range 10-30 tk * In Image Terms
Keya is more like fresh, new, young * In Application Terms
Take care your beauty & bring about a sensation that makes fresh, clean & purity

Brand Communication

Brand media history * Keya was very much popular around 2000-2006 when they advertised using mass media frequently * Keya’s mostly communication in the past was TVC, Newspaper ads, Sponsor of renowned dramas and shows etc * Some of the TVCs have succeeded to capture people’s awareness. i.e. Keya Super Lemon Soap with Tinni(2006), Sarika(2010), Noble & Meem in Keya Super Beauty Soap (2009-10) etc * Keya is well known for sponsoring the most popular TV show – Ittadi * Besides, Keya gives newspaper ads in renowned newspapers & billboards in all around the country * Keya recently started to give ads in FM radio channels as the listening radio culture emerging in Bangladesh * Keya frequently gives discount offers, bundle offers, bonus packs etc * In 2009-10, Keya allocated 39,081,559tk for advertising

Format of Newspaper & Billboard
Ad by Keya
Format of Newspaper & Billboard
Ad by Keya

Brand Communication
Keya’s initial Promotional campaigns are made by Creative Media. Some of the examples of TVCs are,

* Keya Super Beauty Soap ‘Beach’
Year: 2002
Agency: adora
Production: workshop & Studio Co. ltd
Model: Noble & unknown female model * Keya Super Beauty Soap
Year: 2009
Music: Habib Wahid
Model: Meem and Nobel
Message: Notun Anondo Notun Bhalobasha * Keya Super Lemon Soap Year: 2010
Music : Fuad-al-muktadir
Production : Black Magic Entertainment
Model: Sarika
Message: For your freshnesh

Experience from previous campaigns * Keya needs to emphasize more on strong brand positioning * Basic problem with communication is the message of TVCs are unclear * Besides, Keya needs to let people know that they are still in the market and they are one of the top brands by using communications procedures
Key Issues Facing the Brand

Keya is local brand and already has gained moderate Brand awareness. That means Keya Super Beauty Soap has demand in the market at Present. But the availability of the product is Questionable. As we talked to some of the retailers, we found out that there is still a moderate market demand for Keya Super Beauty Soap. Keya Super Lemon Soap has maximum demand among all the Keya Super Beauty Soap Variants because of the recent TVC of Sarika with the message ‘For Your Freshness’. So, thus we can understood that Keya’s sales is decreasing because of the week distribution channel. Intermediaries are less interested in Keya because of the low profit margin.
Also the competitors are doing well with the communications and brand promotions. They are introducing new technology and ingredients. The quality of Keya is well enough to attract consumers. But the poor communication has made Keya Super Beauty Soap vulnerable.
In Dhaka & Chittagong Stock Exchange, Keya Cosmetics Ltd, Keya Detergents Ltd & Keya Soap Chemicals Ltd have decided to merge. This decision will have an impact on market.

SWOT Analysis

* Many Variants (Pink, White, Lemon, Green) * Known brand * Experienced management * Fully automated machine * Trained and skilled employee * Good network * Many Variants (Pink, White, Lemon, Green) * Known brand * Experienced management * Fully automated machine * Trained and skilled employee * Good network

* Low Share of Voice (SOV) * Mainly positioned as beauty soap targeted towards women, lack of unisex appeal * Only considers making soap for beauty purpose * Low Brand awareness * Weak distribution channel * Stock out problem * Low Share of Voice (SOV) * Mainly positioned as beauty soap targeted towards women, lack of unisex appeal * Only considers making soap for beauty purpose * Low Brand awareness * Weak distribution channel * Stock out problem

* High Internal competition (Meril, Aeromatics) * New Entrants (Lilly, Camelia) * Foreign brands (LUX, Dove) * Excessive dependence on beauty segment makes Keya vulnerable to changing customer tastes * Technological changes makes the existing products obsolete –
Keya should focus on technological innovations like body wash * High Internal competition (Meril, Aeromatics) * New Entrants (Lilly, Camelia) * Foreign brands (LUX, Dove) * Excessive dependence on beauty segment makes Keya vulnerable to changing customer tastes * Technological changes makes the existing products obsolete –
Keya should focus on technological innovations like body wash * Soap industry is growing * More promotions to increase the sales like price-offs and samples * Line extension - probably with more variants catering to the beauty segment like natural herbal soap, etc. * Liquid body wash is currently in a growing stage * Level of servicing is high during sales promotion scheme- this could be brought down * Strong distribution network to increase the product availability * Soap industry is growing * More promotions to increase the sales like price-offs and samples * Line extension - probably with more variants catering to the beauty segment like natural herbal soap, etc. * Liquid body wash is currently in a growing stage * Level of servicing is high during sales promotion scheme- this could be brought down * Strong distribution network to increase the product availability

Where do we want to be?

The objective of the company is
‘to increase the sales by 5% in 1 year’

What are we doing to get there?

By Re-launching The Brand

Re-packaging * Keya can come up with new packaging system * New packaging has to be attractive, colorful & innovative * Keya already offered different types of packaging from small to big * Besides, Keya can introduce bundle pack like pack of 3 soaps * Also, they can innovate such packet which can be use as soap case, and afterworlds it can be recycled

By improving its stance on social issues * Keya will run a social campaign that
‘buy Keya soap and help the cancer patients’ * Endorsing popular programs in television like “Ittadi” * ‘Brand for youth’
Keya will follow this tagline since their target customers are above 13

By opening up additional channel of distribution * Keya should create a distribution network on divisional basis * Keya will transport its product to divisional warehouse * From the warehouse, wholesaler will collect the product and distribute to the local retailer * This can increase the availability of the product * Keya can also distribute the product by itself * This can help Keya to understand the demand of the product, situation of the market * And also Keya can gain valuable information about their consumers, resellers market trends etc.

Push Strategy for the Intermediaries * Trade shows, trade allowance for the resellers * Certain percentage of profit will be shared by Keya if a target sale is achieved by any wholesaler, say 0.5% * Best seller gets gift hamper from Keya * Keya will decorate the shop. i.e. providing showcase, shelf, shop board etc. –
Point of displays

Pull Strategy for the Consumers * Ultimate aim is to create a demand for the offering in the marketplace. i.e. Coupons, Price off deals, Bundle pack offer * Organizing events for the consumers * Showing TVC about the products featuring celebrities

By maintaining the brand’s advertising & communications versus competitors
Share of Voice(SOV)
= Keya’s advertising & communications/
Total advertising & communications in same product category

* If we see last few years, we can see Keya done not much advertisement to increase the sales * But the major competitors like Lux, Meril or Tibet, we can lots of things are going around 1. Lux – regular & new TVC, Lux-Channel i Super Star, billboard, newspaper ads, title sponsor of drama serial etc 2. Meril – regular & new TVC, Meril-Prothom Alo award, billboard, newspaper ads, title sponsor of drama serial
So, Keya should increase its SOV in order to exists in the market

Who do we need to talk?

Keya’s Target Audience and Market
A target market is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise. A well-defined target market is the first element to a marketing strategy. The target market and the marketing mix variables of product, place(distribution), promotion and price are the two elements of a marketing mix strategy that determine the success of a product in the marketplace. Target markets are groups of people separated by distinguishable and noticeable aspects.

Target markets can be separated into: * Geographic segmentations (their location) * Demographic/Socio-Economic segmentation (gender, age, income occupation, education, sex, household size, and stage in the family life cycle) etc.

Keya is basically targeting the urban and sub urban middle class people which are the largest part of Bangladeshi population. They are targeting women, who are beauty conscious and they have introduced lemon soap with deodorants features which both men and women can use. They are trying to capture both the local and international market by improving their existing product. Customers are also willing to use this product because they are giving them the best product at a comfortable price. Keya is an affordable product. That is why the company targets urban and sub urban upper middle and middle class people who are the second highest population of segment of the country. From the segmentation of customer according to SEC they target category B and C, because they are assumed to be financially well-off and can afford to buy Keya.

Intermediaries
Many producers do not sell products or services directly to consumers and instead use marketing intermediaries to execute an assortment of necessary functions to get the product to the final user. These intermediaries, such as middlemen (wholesalers, retailers, agents, and brokers), distributors, or financial intermediaries, typically enter into longer-term commitments with the producer and make up what is known as the marketing channel, or the channel of distribution. Manufacturers use raw materials to produce finished products, which in turn may be sent directly to the retailer, or, less often, to the consumer. However, a general rule, finished goods flow from the manufacturer to one or more wholesalers before they reach the retailer and, finally, the consumer. Each party in the distribution channel usually acquires legal possession of goods during their physical transfer, but this is not always the case. Keya follows traditional distribution channel. They have a pretty weak distribution channel as they cannot supply according to their demand. To distribute Keya, they use the following channel of distributions

Manufacturer >>>> Wholesaler >>> Retailer >> Consumer

Main reason behind their weak distribution channel is the relationship between the intermediaries and Keya is not as good as the relationship between intermediaries and other competitors. As a result Keya Super Beauty Soap is hardly available in the market.

Customer Profile

Demographics
Demographics or demographic data are the characteristics of a human population. Commonly used demographics include gender, race, age, income, disabilities, mobility (in terms of travel time to work or number of vehicles available), educational attainment, home ownership, employment status, and even location. * Gender: There is no obligation, both female and male can use it, but mainly female * Age: There is no age barrier because soap is an essential thing which is required for our daily use by everyone. So, there is no specific age limit but mainly above 13 years because this is when both the genders start becoming conscious about themselves. * Social economic class (SEC): Consumer’s purchase pattern largely depends on occupation and income, which in turn reveals the socioeconomic class of the consumers. Keya is targeting the lower middle class to upper middle class people; according to B, C and D category.

Social Economic Class (SEC) | Socio Economic Clusters | Category | A | B | C | D | E | Income | High Income | Upper Middle Level Income | Mid Level Income | Lower Middle Income | Low Income | Education | High Level of Education | Educated Slightly Less than Cluster A | Educated Slightly Less than Cluster B | Educated Slightly Less than Cluster C | Very Low Level of Literacy | * Employment status: Occupation and Income is one of the major determinants of consuming a product but in order to consume Keya there is no required to be employed somewhere, it is for student and of any other occupation * Marital Status: It is for both married and unmarried people. * Purpose of use: For beauty purpose, for feeling fresh and revive, for getting good skin, for feeling glamorous * Children/No children: Not required * Ethnicity: Not required. User type Medium, frequent

Lifestyle: A lifestyle typically reflects an individual's attitudes, values or worldview. Therefore, a lifestyle is a means of forging a sense of self and to create cultural symbols that resonate with personal identity. Buying pattern of a product can be influenced by the lifestyle of the consumer. For example a consumer might buy a product in search of trying a new thing, or to help with charity and social cause. Keya definitely fits in lifestyle of any other people. Keya is a local brand and the quality of the product is compatible with any other brands, both local and international brands. It is a 100% halal soap, so it also satisfies the need of Islamic minded people. Target Audience’s Lifestyles: * Keya definitely fits in lifestyle of young, energetic & beauty conscious * Also people who look for freshness and purity * People who definitely wants the best quality of products at an affordable price * People who love the delicate, fresh & charming fragrance * People who prefer Halal soap * People who prefer to buy local brands to help country's economy or who do not trust international brand * People who want to try new things after seeing any TVC or other mean of communication Geo-Demographics:
In marketing, Geo-Demographic segmentation is a multivariate statistical classification technique for discovering whether the individuals of a population fall into different groups by making quantitative comparisons of multiple characteristics with the assumption that the differences within any group should be less than the differences between groups. Geodemographic segmentation is based on two simple principles: * People who live in the same neighbourhood are more likely to have similar characteristics than are two people chosen at random. * Neighbourhoods can be categorized in terms of the characteristics of the population which they contain. Any two neighbourhoods can be placed in the same category, i.e., they contain similar types of people, even though they are widely separated.

Keya’s geo-demography assumes that it has consumers in almost all the places of urban and sub-urban area. Since the metropolitan cities has more youngsters leading the modern lifestyle, so it has put more emphasize upon all the cities.

How will we know we have arrived?

1. Implementing the project needs Money, ‘Budget Allocation’ is very important issue. 2. Our objective is very much measurable & attainable 3. After 1 year, we can easily find out if there is 5% increase in sales or not.

Practicalities

Requirement * Market Research before implementation * Discuss the Media Strategy

Budget Limitation * Organization will provide the agency with certain amount of money regarding the project.

Time Limitation * 1 year

Geographic Limitation * Domestic Market (64 districts of Bangladesh)

Reference * Report on “Competition Scenario in Bangladesh”, page 18, prepared by Bangladesh Enterprise Institute, July 2005.) * [Access on: June, 2011] www.uniliver.com.bd * [Access on: June, 2011] www.Keyagroupbd.com * Retailers & Wholesaler Around Dhaka City * Annual Report [2009-2010] of Keya Cosmetics Ltd.