Packaging brief for Chaka laundry bar

1. Background:

STL is present in Bangladesh fabric care market with the brand CHAKA. The brand
has been less or more static in terms of purchase consideration over last couple of
years, yet contributing around 20% of the total STL business.

STL has decided to launch a new laundry bar under CHAKA and expects to leverage
on the name awareness of the brand.

2. Key Requirement:

Packaging development for new Chaka Laundry Bar

3. Marketing Mix:

A. The product:

Ingredient name Function Comments

Coconut oil / Lauric Foaming The soap produces

acid slightly more foam
than wheel and others

Palm fatty acid, palm cleaning If we increase this

stearin material, cleaning will
be increased but foam
will reduce and soap
becomes heard.
Currently mixed at
optimal level to
ensure brightening
after wash.

NaoH / caustic soda React with oil (Palm Reaction material

fatty acid, palm
stearin) to produce
soap noodles

Neroline Yara Yara musk bad odor no significance in

cleaning

Silicate Filler no significance

Fragrance For good fragrance Citrus direction

In Chaka, foaming agent and glycerin content are more than other laundry soap that
can assure two things - better protection of color & milder wash.
 B. The Brand:

- Chaka is planned to be positioned for everyday dirt. No matter how

hard one tries, he or she can’t avoid dirt. And Chaka is there to help for
cleaning everyday dirt.

- RTB: Double cleaning – newly defined - Penetrates the stain and

squeezes out the dirt !

C. The Category:

Laundry bars are known for their kindness to fabric and its color. There is a
sizable consumer base that depends solely on bars for their fabric cleaning.
Besides, detergent or washing powder users often use the bar for the areas
where tough dirt lies. Also there are ball soap users who actually uses both
ball soap and laundry bar.

In Bangladesh, the laundry bar market is of BDT 250 crore and growing at a
rate of around 25%. The market is dominated by wheel with around 60%
volume share, followed by 29% of Tibet 570.

4. Target Market:

- Geographic: Urban and up country cities / towns

- Demographic: Housewives of SEC B, C & D

5. Mandatory Elements:

- The primary focus should be to make sure that the pack stands out
while placed in the shelf

6. Timeline:

- 1st layout submission on 21st of September

Packaging brief f

1. Backgroun

PVM Bang
market esp
fresh spear
Creative brief for new packaging development of ‘Chaka Laundry Bar’
Requirement:

Packaging design for upcoming laundry bar brand under CHAKA

Category – laundry bar:

Laundry bars are known for their kindness to fabric and its color. There is a sizable
consumer base who depend solely on bars for their fabric cleaning. Besides,
detergent or washing powder users often use the bar for the areas where tough dirt
lies. Also there are ball soap users who actually uses both ball soap and laundry bar.

In Bangladesh, the laundry bar market is of BDT------------- and it is growing at ---%.

The market is dominated by wheel with more than 50% volume share.

New positioning of Chaka:

Chaka is planned to be positioned for everyday dirt. No matter how hard one tries,
he or she can’t avoid dirt. And Chaka is there to help for cleaning everyday dirt.

New laundry bar:

New laundry bar is going to be launched under ‘CHAKA’. And it should be aligned to
everyday dirt positioning.

The product:

Ingredient name Function Comments

Coconut oil / Lauric acid Foaming Our soap produces slightly
more foam than wheel and
others
Palm fatty acid, palm cleaning If we increase this
stearin material, cleaning will be
increased but foam will
reduce and soap becomes
heard. Currently mixed at
optimal level to ensure
brightening after wash.
NaoH / caustic soda React with oil (Palm fatty Reaction material
acid, palm stearin) to
produce soap noodles
Neroline Yara Yara musk bad odor no significance in cleaning
Silicate Filler no significance
Fragrance For good fragrance Citrus direction
In Chaka, foaming agent and glycerin content are more than other laundry soap
that can assure two things - better protection of color & milder wash.