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Particular Communication Mix Is a Better Fit for a Particular Bath Soap Segment

Essay by   •  June 20, 2019  •  Case Study  •  2,203 Words (9 Pages)  •  31 Views

Essay Preview: Particular Communication Mix Is a Better Fit for a Particular Bath Soap Segment

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Objective:

  • Analysing which particular communication mix is a better fit for a particular bath soap segment.
  • Understanding buying preferences for a particular soap
  • Customer understanding of the brand message of the soap they use.

Target group: Women (25-60 age) | Living in Navi Mumbai and Mumbai.

Category: Middle class

Section 1: Beauty Soap

  1. Devyani Das: Lux, Patanjali, Medimix, Dove.

Profession

Hair Stylist at Enrich

Age

25

Family

Father, Mother, Younger sister

Area

Khar west

  • Tries soaps based on advertisements which are visually appealing, has skin benefits, fragrance, lather etc
  • Have been using Medimix ad Lux since childhood (Mother’s decision) and started using Dove and Patanjali 2-3 years ago (Self decision)
  • Notices ads on TV, especially of Dove soap as they are simple and elegant. Also remembers Lux soap ads as they have a lot of glamour and celebrity influence.
  • Reads Femina magazine once a day, notices Dove and Patanjali ads but not very frequently
  • Is not exposed to Radio communication at all. Noticed dove ads on facebook
  • Outdoor ads on railway stations and busses grab her attention. She recently noticed ads of Ikea and Malabar gold (Reason – bride to be, and is currently looking for good furniture for her new home) Has also noticed Santoor soap ads outdoor
  • Visits retail stores sometimes, looks out for new soap products for trial purposes (for eg: De – tan soaps)
  • Listens to word of mouth but never switches to a new product permanently
  • Likes packaging of Pears, Cinthol, Santoor and Nivea and prefers Box packaging. Reads contents of the current soap pack.
  • Has always liked Dove soap ads and understands their brand communication. Dove being a highly moisturising soap with less chemical is an important buying factor for her

  1. Chhaya Das: Dove &

Profession

Housewife, Graduate

Age

48

Family

Husband, 2 children- Girl(25), Girl(17)  

Area

Khar west

  • Prefers Lux (Since 25-30 years) and Dove (since 7-8 years)soaps seasonally
  • Is not exposed to TV currently, but remembers old legendary ads of Cadbury’s. One humorous ad that caught her attention was of Kitkat – Kaante nahi kat te
  • Have seen Lux and Dove soap ads on TV but also liked ads of Lyril
  • Does not travel much, but has noticed Real estate and Daily soap ads on billboards at times. Never noticed any ad on Facebook or Instagram
  • Buys soaps in bulk quantities and reads pack contents and ingredients as well.
  • Ideal packaging involves a transparent pack – similar to Patanjali soap
  • Change in packaging does not influence her buying decision

  1. Pooja Jana: Ayush soap (self) and Patanjali (for Husband) Daughters use Body wash |

Profession

Housewife.

Age

46

Family

Husband, Daughter (24 years), Daughter (18 years)  

Area

Khar west

  • Currently uses Ayush soap and sometimes Patanjali as they are Ayurvedic and Natural products which suits her skin type
  • Is very particular about buying soaps for skin benefits
  • Watches TV but notices ads very rarely. Remembers ads like Nirma, Finolex fans, Horlicks, Lifebuoy
  • Ayush and Patanjali ads grabbed her attention as it propagates the use of swadeshi product (one of the major buying decisions)
  • Not much exposed to Print, radio and outdoor media
  • Buys soaps from retail outlets as well as online. Always buys in packs and price is not important as long as the product is suitable for her skin
  • Prefers box packaging for soaps, similar to Ayush and Patanjali soap bars
  • Has liked pears soap ads as well as product but never bought because it does not last long

  1. Laxmi Kore: Nivea Body Wash

Profession

Beauty Advisor

Age

38

Family

Mother  

Area

Khar

  • Watches TV
  • Uses Nivea, Neutrogena, Loreal, Biotique, Patanjali
  • Uses Nivea Body wash for moisturiser, had tried once and liked it and uses since 5-6 years
  • Earlier used Lux, Medimix, Pears, Dove (Didn’t like much) but now switched to Nivea
  • Can switch to other brands only if they suit her skin type
  • Very particular about all her personal care products
  • Used to get influenced by ads 8-10 years ago, but now only buys products based on ingredients
  • Notices ads outdoors – Tanishq, frooty but not any soap ad
  • Visits retail stores as and when her products get over, does not buy in bulk.
  • In case she gets good reviews from a lot of people, she switches
  • Baught Nivea from retail store, just to try
  • Price is not a buying factor
  • Notices ads on Facebook, but not soaps
  • Likes packaging of Nivea, and also Body shop bottle pack. Prefers transparent bottles
  • Does not read contents of the pack much

  1. Sujata Kadam: Nivea Soap

Profession

Nurse

Age

32

Family

Husband, 2 children- Boy(3), Girl(13)  

Area

Khar

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