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Toilet soaps are soaps which use for purpose of toiletry. There are number of multinational and national
Companies in srilanka operating in soap industry. Even every company which are highly competing with
each existing companies in an industry with the purpose of satisfying customers and consumers needs
from toilet soaps.
There are six basic elements in promotion mix and toilet soap industries can use those elements to
promote their brands. Those are
Advertising - firm must advertise their product via using advertising tools such as TV ,face
book fan pages, newspaper ,banners and leaflets
Sales promotion toilet soaps industry can use the sales promotions to sales to promote their
product like give discounts ,seasonal offers ,and giving offer like if buy two one free such
unileaver did once for sunlight and baby soaps
Personal relation those industries can develop the personal relationships with their customers to
promote their product
Direct marketing- firms can directly sell their product to their end customers.
Events and experience soap industry can make some events to gather there customers and fun
events to promote their products
Personal selling companies can personalized their product to promote their product like
lifebuoy doing that brand has verity product s such as Lifebuoy Herbal ,Lifebuoy Care ,Lifebuoy
Active fresh
More than those activities company can promote their product through Merchandising,
sponsorships and word mouth Marketing.
Promotional plans
4. Strategy
Under this industries should design the promotional strategies.
Profile
Push
Pull
Pull - Organization can promote end or user of their product directly so soap
industries also directly contact the end customer who buy their product for
consume.
Push - Organizations can promote the intermediaries or distributors with the
intention of pushing the product to the end consumers. Most of the soap
industries following this through providing some benefits to distributor and
motivate them to pushing the soaps for customer to buy.
Profile Soap industry can create the image fir developing trust toward
organizational Co-operate brands like Unilever.
Development strategies
Toilet soap industries can outsource some of their activity but they cannot outsource the
main activities . Companies out sourcing their activities because
Low cost
Product quality
Products can process more speedily because of specialization
Tactical plan
In this case soap industry has to develop the action plan to implement the promotional mix and tools.
Example: - advertisements
Organizations can use different types of advertisement -ATL: - Print media news paper
Electrical media TV, Radio
BTL:- posters
Banners
Out boards
Bill boards
TTL :- facebook
Google
Mail and twiter
Example Unilever advertising their product through Facebook fans pages.
Feather details
Soaps
Weight
Name of the
Brand
Price
Lifebuoy
Lifebuoy
Herbal
Lifebuoy Care
Lifebuoy
Active fresh
Lifebuoy
Price
Competitive
Brand
Normal
Herbal
Weight
100g
100g
45
45
110g
110g
62
64
45
45
Dettol
Dettol
Herbal
Dettol
Dettol cool
Care
Active fresh
100g
100g
110g
110g
66
66
Normal
50g
23
Dettol
70g
43
Herbal
50g
Lifebuoy
Herbal
Lux creamy
23
70g
48
38
Dettol
Herbal
Rani creamy
Creamy
white
Nature pure
70g
70g
38
38
Khomba
70g
39
70g
100g
Lux Pure
Nature
Lux Sandal
Lux creamy
Sandal
Creamy
white
Floral
38
50
Rani Sandal
Velvet
70g
100g
40
45
75g
pears
42
Baby
charamy
75g
40
70g
In sri lanka the main companies in this industry is unilever and Hemas. Those companies producing
different types of competitive products. Even there are so many toilet soap Brands in Sri Lanka which
providing completive products but not compete with company because they are producing only one type
of soap such as toilet soap or beauty soap or laundry soap .
Unilever and Hemas targeting all types of customers but some companies targeting only one type of
customers such as beauty soaps only or germ killer soaps or cooling soaps or laundry soaps .
Already, soap industry in Sri Lanka having well grown industry in srilanka because of Unilevers and
Hemass . If other companies in the industry develop them self the power of the industry will increase
larger than previous .
Number of people who do not know about some soap companies which existing in current market.
Because lack of advertising policies.
There are number of soaps which are cheaper than market leaders products and satisfying customers
more than market leaders products. Those types of products available only the specific places only.
Solutions
Those types of companies may advertise on television ,newspapers, other suitable advertising
tools because customers get motivate through those type of advertisement and willing to buy
those product .
Example :- Hemas and unilever marking large number of advertising process to gain
the customers Satisfaction
Those types of firms can use the famous celebrities to promote their product
Example :- Unilever using Priyanka Chopra and Aiswarira rai to their advertising
shows.
Firms may do some CSR projects and sponsoring suitable programs to promote their product
Unpopular firms can make price discriminations to make popular their product in the target
market this process can be satisfy the different class level of people.
Those type of firms may distribute their products in different sizes its an opportunity to low
income peoples to buy small size of soaps based on their income levels and usage levels.
Firms which producing only one category of soap which can adope the all types of soaps which
will reduce the dependency on one product.
However most of the customer expecting the discounts for product s which they buy. so company
can develop the discounting strategies such as if buy three soaps there are 10 % discount .
If soap industry develop & maintain the solutions which are discussed on above they can feather
improve their industry.