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GREEN LEMON ORGANIC

SOAP

MARKETING MANAGEMENT
MARKETING PLAN
ON

Course Title: Marketing Management

Course Code: F-5103

PREPARED FOR:
Md. Farijul Islam
Assistant Professor
Department of Marketing
Hajee Mohammad Danesh Science and Technology
University, Dinajpur

PREPARED BY:
M. Munour Rashid
MBA(Evening) program, 5th batch, Semester-I
Student No: E140505051
Hajee Mohammad Danesh Science and Technology
University, Dinajpur
Date of submission: May 02, 2015
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INDEX
Content
Acknowledgement
Executive summary
Current Analysis
Size of Industry
Market Trends
Market Capitalization
Market Segmentation
Competitors
SWOT Analysis
Marketing Mix
Product
Place
Price
Promotion
Sales Estimates
Expansion Strategy
Sales Forecast
Conclusion
Appendices
References

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ACKNOWLEDGEMENT SOAP

One of the most pleasant parts of submitting a project is the opportunity

to thank those who have contributed to it. Unfortunately the list of
expression of thanks-no matter how extensive is always incomplete
and inadequate. The acknowledgements are no exception.
I sincerely acknowledge my debt to my dearest course mates for their
valuable counseling towards the improvements of the project. Without
their encouragements this would have been incomplete.

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EXECUTIVE SUMMERY
Beauty soaps are one of the popular consumable products in our regular
life. The soap in Bangladesh is at the high growth rate and many new
entrants are planning to launch their product in this category. Green
Lemon Organic is a startup and targets at entire family with their various
herbal soaps. The market has been segmented according to
geographical locations. It further differentiates these segments into
Socio Economic Cluster (SEC) which takes into account the criteria of
education and profession which ultimately measures the financial ability
of consumers. This data is easily available on IMRBINT.com. The duster is
divided into five parts starting from A to E. The products target the urban
and suburban, upper and upper middle class segment of the population,
who fall under A and B section of SEC. Tactical marketing tools, 4Ps are
extensively used by the company to market products. The products are
produced in Bangladesh. There are 4 varieties of soap based on skin
type-dry skin, oligopolistic, variations in price lead to price war which can
eventually break down the companys market share. Thus Green Lemon
cannot provide a better price that its competitors. But the price is
affordable by most of people. Green Lemon will outsource its distribution
channel to third party distributors which allow them to distribute product
in massive bulks amounting to around Twelve thousand pieces. It
undertakes one of the largest promotional activities in the herbal soap
industry. The soap industry has a few major producers of which
Bangladesh Unilever holds market share of 45% other competing brands
like Square Toiletries, Kohinoor Chemical Company Ltd, Keya, Dettol,
Johnson & Johnson have started to have a strong consumer base, but
Green Lemon Organics product features distribution and promotional
activities will create high brand loyalty for which it will be a strong
market share holder soon after developing its IMC plan. Green Lemon
Organic, with the aid of its heavy promotional activities and unique
feature of being herbal, will be able to penetrate the market. But other
producers in the industry are posing a threat towards Green Lemon
Organics market share as they have moved towards the rural masses of
the population. Green Lemon Organic is adopting niche marketing as we
aim to target a particular segment and gain their loyalty.
Objective

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To assess the current environment of organic
industry, specifically

the Unilever soap industry and to determine the right marketing

schemes in order for the business to be profitable and successful.
Vision
Being the benchmark of excellence in producing high-quality organic
soaps.

Mission
To produce organic soaps that are well-formulated, checked and
tested. The organic soaps must be really effective relative to what
is being said on its label.
The objective of Green Lemon Organic (GLO) enterprise is to
produce soaps that are not only used for cleansing the skin but also
for absorbing all the impurities embedded in it.
Give the customers a perception of smoothness, calmness and
relaxation, which is what they will feel after they apply the product.
To establish the image of a health and wellness and environmentfriendly company.
CURRENT SCENARIO
It has been a part of human nature to prefer healthier products with
lesser preservatives and synthetic materials added.

Organic farming can create millions of jobs in the agricultural sector

as it can spur over 30 percent of employment per hectare as
against non-organic farming and this ratio can further increase if
on-farm processing, value addition, packaging and direct marketing
are considered

The global organic market currently stands at around 65 billion

dollars and is growing at a robust annual rate of over 5 billion
dollars.

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Size of Industry
Presently, In Bangladesh the cosmetics and toiletries market is around
4000 corers BDT and the Unilever Bangladesh captures almost 50% of it.
The local companies also give it good run for money. The major players
of local markets are Unilever Ltd, Square toiletries Ltd., Kohinoor
chemicals Ltd, Keya cosmetics Limited, Mousumi industries limited and
Aromatic cosmetics limited etc. Unilever capture more than 40% of the
market share. Square, Kohinoor, and Keya have 18%, 20%, 13% of share
respectably. The cosmetics and toiletries industries depend on import
chemical for manufacturing process. Besides some local company also
provide some chemicals for this purpose. Basically 90% of the chemicals
are imported chemicals and these chemicals are generally come from
India and China for their low price and low distribution cost. Besides
some companies who has positioned themselves as quality service
provider import chemical from Germany, France, Malaysia, Indonesia,
Italy UK and USA. Each year Bangladesh have import chemical for
cosmetics and toiletries purpose are amounted 350 corers BDT. Table 1
clearly shows that seven firms possess 95 percent of the market share
for toilet soap, laundry soap and detergent. Bangladesh Soap Industry
volume is 720 crore. For the purpose of gaining a competitive edge,
Bangladeshi companies are now relaunching their brands with valueadditions to woo consumers across Bangladesh.
Table 1: Market Share of Beauty Soap of Bangladesh
Compan
y

Brand Name

BDT (Crore)

Yearly market
share
on toilet soap

Unilever (BD) Ltd

Lux

Internation
al
312 Crore

43.33%

beauty Soap
Square (Toiletries Division)
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Meril Beauty Soap

48 Crore

6.66%

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Keya cosmetics Ltd
Aromatic

Keya Beauty soap

Aromatic Beauty
cosmetics Soap

72 crore

10.00%

48 Crore

6.66%

Ltd
Lily cosmetics Ltd

Lily Beauty Soap

72 Crore

10.00%

Kohinoor chemical Co

Tibet Beauty Soap

72 Crore

10.00%

Marks & Allys Ltd

Camelia Beauty
Soap

60 Crore

8.35%

Others

36 Crore

5.00%

Total market

720 Crore

100%

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JBBC K.K. Tokyo To, Toshimaku, Higashi Ikebukuro, 1-20-2, Room 502, Japan. info@jbbc.co.jp

Market Trends
Worldwide compound annual growth rate (CAGR) in 2005-2008 was
observed as 2%.
The forecast for 2010-2015, the soap production would increase
especially in the US (First Research, 2008)
In south Asian countries, 4.2% CAGR was recorded between 2004
and 2009.
Market Capitalization
Today in the Bangladesh economy the popular segments are 4/5ths of
the entire soaps market. The penetration level of toilet soaps is 88.6%
Bangladesh per capita consumption of soap is at 460 Gms per annum,
while in Brazil it is at 1,100 grams per annum. In Bangladesh, available
stores of soaps are 1.5 million retail stores, out of which, 3.75 million
retail stores are in the rural areas. 70% of Bangladeshis population
resides in the rural areas and around 50% of soaps are sold in the rural
markets.
Market Segmentation
According to
Age
Gender
Income levels
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Frequency of purchase
Skin type
Geographical location

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Target Segment
Urban and Suburban upper and upper middle class who are health
conscious as well as skin conscious. Diverse products are provided for all
skin types.
Soap products are specialized into cleansing, moisturizing, scenting,
antibacterial and whitening.

Competitors:
Major Competitors
Lux
Sandalina Sandal Soap
Dettol
Savlon
Lifeboy
Keya
Cute Neem
Johnson & Johnson
Local competition

SWOT analysis

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MARKETING MIX AND STRATEGY (4P)

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The Production Process:

Placement

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Pricing
Product Cost Analysis
Component
Quantity
Price (Tk)
Distilled Water
6 ounce
10
Lye
2.25 ounce
60
Olive Oil
10 ounce
60
Coconut Oil
6 ounce
7
Castor Oil
0.45 ounce
40
178/8 soaps (75 gm)=22.25 per soap + packaging Tk 0.75
= 23 per soap + Unit Fixed Cost
Fixed Costs Approximation
FY 1
FY 2
FY onwards

4/bar
3/bar
2/bar

Competitors Pricing
For competitive pricing, competing products are placed in descending
order of direct competition:
Sandalina Sandal soap-35-42 tk (100gm)
Beauty soaps: Lux, Keya-30-35 tk (100gm)
Mysore Sandal-40-45 (75gm)
Lifebuoy-25 tk (100gm)
Cute Neem Harbal, Dettol, Savlon-35-40 tk (100gm)
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It is safe to set a price in the range of 30-37 range to compete directly

with moisturizing soaps.

Promotion

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SALES ESTIMATES

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= Tk 31,35,000.00

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Conclusion
I am very much confident about the new product Green Lemon Soap as
there is no such kind of soap in the current market and our product will
be high qualified. This product has some exclusive characteristics that
will help us to acquire position in the minds of customers. We have a
plan of exporting our products to foreign countries. If we want to do this
then we can make profitable business from the foreign market. Then we
can go for vast production or in other business which will create
opportunity in the market. And we can serve the society or the people
through our business.

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APPENDICES

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REFERENCES
1.
www.indexmundi.com
2.
www.commodityonline.com
3.
www.wikihow.com
4.
www.vermontsoap.com
5.
www.slideshare.net/alakunte/consumer-behaviour-towardsmysore-sandal-soap
6.
www.iimahd.ernet.in
7.
www.imrbint.com
8.
http://jbbc.co.jp/wp-content/uploads/2014/08/A-Report-onCosmetics-Toiletries-Industry-of-bangladesh.pdf
9.
http://www.slideshare.net/satyanshukumar1/marketingplan-35246953?qid=ac28de20-55b1-46ea-bf5400faa3ccf3b8&v=qf1&b=&from_search=3

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