Introduction

Bio fair soap is an iconic brand and one of the most enduring products today. Bio fair Soap also has a long history in India. The early success of bio fair soap in the Indian market was due to intensive advertising campaigns that proved to be very successful. Remnants of former signs, slogans and advertising initiatives and memorabilia are popular today among collectors.

Executive Summary
The purpose of this advertising plan is to outline the marketing processes and strategies put in place to increase market share of the product. Bio fair Soap is within the bar-soap market and the broader detergents and cleaning products market. An increase in companys revenue is also the key outcome of the plan with economic growth accompanying it. The plan will first analyse the current marketing environment for selling bio fair soap in India and explore the possible marketing strategies to be rightly implemented in the analysed area. Further, the report will discuss strategies in targeting two market segments. These segments will consist of: Upper Middle Class Middle Class

Recommendations are made throughout the plan and summarized at the end. They include several unique marketing strategies for selling the soap with subsequent detailed information provided throughout the Marketing Mix. Finally, to conclude all the relevant information is summarized and a report is created.

Situational Analysis
Market analysis
In recent decades sales of not only Bio fair Soap, but also the whole bar soap market has been in decline, as traditional products are being replaced by newer technology such as shower gels and liquid cleaners. Market share is being eroded as consumers move towards more advanced products that offer benefits such as additional minerals and moisturisers, a range of fragrances and pump action dispensers.

Bio fair Soap stands in an advantageous position with regards to the economic choice between ??? Bio fair Soap and its more expensive shower gel competitors. Bio fair soap can also promote the pure and simple makeup of the product since it contains no heavy perfumes or strong colours.

Economic Environment
The recent global economic downturn has led to consumers looking to reduce discretionary spending which opens up opportunities for low cost necessities to reclaim some of the market share lost to the more expensive substitutes.

Social and cultural environment

The recent trend towards more environmentally sustainable products could be exploited by Bio fair soap, as it is a simple product packaged in cardboard. Indians also typically personify the Tall Poppy Syndrome; given the long, tough track-record Bio fair Soap has acquired perhaps an underdog status may prove marketable.

Technological environment
The recent technological advance in the industry has place pressure on the more traditional soap products. The benefits of low technology soaps, such as low risk from long term use and portability should be emphasised.

Competitor analysis
Bio fair Soap is a product most readily associated with the Bar-Soap market, an older segment of the cleaning products Industry. Recently weve seen a rising interest in newer segments of this industry such as liquid soaps, powder detergents and alcohol-based sanitisers. Along with these substitute products there is also a large range of bar-soap products already on the market as large firms like Palmolive, Dove and Neutrogena fight for market control.

Customer analysis

SWOT analysis
Strengths Bio fair soap has a long history of success It is relatively cheap It is simple and portable Minimal packaging Well recognised brand Pure soap Indian made and owned Opportunities Necessity Large market share of close substitutes Slower economic conditions Weaknesses Technologically inferior to new products Low product awareness in younger generations Low novelty appeal Communal use form

Threats Competitive market New technological advancements Lots of close substitutes

Objectives
The goal of Bio fair Soap is to improve the products positioning as a trusted and iconic brand in the personal and household cleaning products markets. The increasing popularity of shower gels, household cleaning sprays and powders reflects the decreasing popularity of bar soaps for its intended functions. Indirectly this shows that marketing directors were unresponsive to the threats of competitors who were targeting customers segments after additional benefits which were not delivered by Biofair Soap. The perceived benefit of Biofair Soap is similar to its competitors in the sense that people purchasing these products are after the same basic need of personal hygiene and as a cleaning utensil. Therefore, it is important that a target market be identified and Biofair Soap be sold as a niche item within a larger heterogeneous market base. Through exposure to several target markets of different sizes and demographics we intend to improve the product positioning for long-term standing as the consumer choice within the market. In addition to the Indian backpacker market, we will also be strategically targeting pensioners, young mothers and a variety of other segments through advertising the economically beneficial properties of the product relative to substitute products on

the market. Our goal is to increase market share of the bar-soap market by 30% within an 18 month stretch. Similarly we intend to increase market share within the entirety of the Soaps and Hygiene market by 15% over the same period. However, throughout the period weekly feedback and modifications to the marketing approach should be undertaken based on consumer feedback to ensure the intended message is being broadcast as strongly as possible. These market gains will be achieved through the fore-mentioned advertising avenues and the innovative modifications to the products branding. Rough estimates on industry averages put each viral cast at a cost of around $20,000 and a further $50,000 for each advertisement aired on Television. However, given the profitability of a strong viral campaign an emphasis will be placed on quality over quantity with each viral broadcast intended to leave a humorous and long-lasting message.

Consumer Market Segmentation

1. Geographical Segmentation Biofair soap is focused mainly in the Indian market which is sold in retail outlets all over the country. While in a warm temperate climate consumers have a need for soap and body products for personal hygiene. In addition to Indias hot conditions there is a large population of locals, tourists and other individuals who use hygiene products which provide a dense market opportunity. 2. Demographical Segmentation Most individuals have a need for soap and older generations of soap users are aware of biofair soaps history in the market as well its presence as well known brand. Also young consumers value hygiene and the environment and so look to more natural products to support being green. Biofair bar soap is affordable to consumers with any set of income or education as it is a necessity. 3. Psychographic Segmentation Biofair soap would appeal to all lifestyles including families, back backers, adventurists, young adults, etc. Individuals with attitudes for more natural products and for Indian owned soap are a key segment of consumers. The soap brand Biofair provides the consumer with good-quality soap and the brand itself is appealing to a range of consumers. 4. Behavioural Segmentation Benefits received by purchasing biofair bar soap are its multiple uses, relatively cheap, natural ingredients, effective hygiene use which provide the expectations for consumers as

well as their needs. Additionally the Biofair brand is known in the soap market which customers would remain loyal to the brand because of its reliability the past decades. There is a medium volume usage as soap is bought as a necessity however it stands in competition with shower gels and other products.

Target Market
In order to improve the positioning of the product relative to the segments previously mentioned an emphasis will need to be places in certain areas to ensure the characteristics of the Biofair Soap product are perceived as we have intended. These segments will make up the basics of the target markets we intend to promote our product to. Through our analysis we have come to the conclusion that these target markets represent the ideal product placement possibilities as they hold the biggest demand, highest willingness to consume and can be most easily influenced by the positive characteristics of the brand. Our primary target market will consist of the combined segments of pensioners, young families and low income earners who collectively share similar demands from the core product. Promotional initiatives would also share significant overlap throughout these segments which would primarily focus on advertising and sales promotions however not withholding other aspects of a promotional mix in smaller quantities. The advertisement approach will consist of a series of commercials using humor as a primary motivator tying in themes of economical use and an Indian historical presence. Through this series of eco-themed commercials Biofair Soap will be positioned to the wider consumer market as: An economic choice in the soap range for personal and household cleaning purposes. Plain bar soap (no frills option) with a history in the Indian home An environmentally friendly option in regards to packaging (In comparison with shower gels, who use plastic bottles, Biofair Soaps packaging is paper of a substantially less size) Further, with Indian tourism reaching numbers of 1.6 million a year we feel this would be the perfect time to advertise the Real Indian Experience provided by Biofair Soap. Spreading viral iconic advertisements over Facebook and Youtube may lead to a global phenomenon of product realization similar to the success of products such as Old Spice Body Wash. Using these products as an example we intend to replicate similar viral feeds with Biofair Soap.

Through these viral feeds the product will be positioned to a broader audience of various demographics but directed its emphasis onto mainly tourists. It will have the following characteristics: Rough, Raw, True Blue soap product for tourists wanting a cultural experience. Very portable easy to travel with (small, solid, Embodied with the spirit of Indian heritage and history Cheap Iconic and almost novel (given a successful viral campaign)

Of course these strategies will all be funnelled through regular retailers, hostel operators and with an emphasis being made on its wide availability and its cheap pricing.

Marketing Mix Strategy

Product
Biofair Soap was established in the late 2000s and has been successful in India, as a multipurpose good in the personal hygiene and household cleaning markets. Biofair soap faces the difficult task of increasing its sales, as the bar soap market declines, with the introduction of new products offering additional benefits, saturating the market. Biofair Soap will not alter or add new products to the existing product lines. It will still be available as a bar soap (pure white, pure yellow) in the personal hygiene market, pure soap flakes in the laundry market and as a dishwashing liquid in the household cleaning market. No new ingredients; including oils and natural extracts will be featured. Biofair will attempt to grow by promoting: its history and social relevance in India, its portability, its low cost, its Indian made, and a product with minimal packaging. Biofair Soap will be positioned as: an economic choice in the soap range for personal and household cleaning purposes (5 pack of biofair soap [450g] = 2.97$ / Lux shower gel 400mL $ 5.74) [1], a portable/convenient cleaning product (a bar of soap wont spill, shower gels often do), a plain bar soap (no frills option) with a history in the Indian home, an environmentally friendly option in regards to packaging (in comparison with shower gels using plastic bottles, Biofair soap is packaged in a much smaller amount of paper which is also recyclable). Biofair soap will be targeted at: Families/Singles with low income, consumers not interested in the associated benefits with other products (fragrances, flavours), consumers who understand and appreciate the historic relevance of the product, environmentally conscious consumers, and travellers mainly in the backpacker market, who are largely uncatered for.

Biofair Soap, is an established brand, experiencing what all bar soap brands are experiencing a downturn in profits, because of socio-cultural trends favouring new technologies from competitors. Marketing directors are faced with the task of reviving the brand, not establishing it.

Price:
Biofair soap is currently priced in the mid to high range of the soap market at $3.30 cents per bar, low range being $1.10 and high range being $6.00 including store mark-up. In an effort to capture a wider share of the market our strategy includes lowering the price so as to fit in the average low to mid range of soaps and introducing a high range option of an included hard case for tradesman, fishermen, campers, general laundry use and anyone who might need a convenient way to carry their soap while travelling. The thought behind this strategy is that once a consumer buys the hard case dispenser, when that bar of soap is used the consumer then has an opportunity to refill his or her dispenser hard case with the cheaper option bar of biofair soap so in essence the expense will fuel the savings and create brand loyalty. Another change to our price strategy can be seen in offering bulk discounts to large chains of hostels, hotels and motels in a bid to create loyalty from the chosen companies, move large amounts of product at one time and establish biofair soap as a brand that delivers on quality and price effectiveness.

Distribution / Place:
Biofair soap predominantly use indirect channels of distribution through supermarkets and grocery stores. In a further attempt to increase brand awareness and effectiveness we intend to broaden the channels to include camping stores and adventure chains, for example B.C.F. and Anaconda. This will be achieved through the promotion of the new hard case product and will open up other untouched avenues for consumer purchases. Along with the broadening of indirect channels of distribution we will also focus on developing direct channels in the form of partnerships and pushing bulk purchases of product by hotel chains, hostels, motels, resorts and the like. This will not only help with liquidity, but will cut supply chain costs and drive purchases.