Soap Industry in PakistanMembers:

Abdullah Khalil (083)Hafiz Ahmad Raza (005)Anum Durreshehwar (016)Umair Khan (074)Adeel Ashraf (056)Mudassir Hayat (091)

History No one knows the exact history of Soap. Although it appears to occur since the dawn of civilization 5000 years ago sumerians were boiling ashes of animals and

vegetable fats. Similar receipts were used in Egypt back to (1500 B.C) Mount soap in Rome , women used a combination of wood ashes and

animal fat into clay. After Rome fell to Barbarians, use of soaps decreased. Use of soap increased in mid 19th century during Crimean war in

which British soldiers died because of disease.

Proctor & Gamble (P&G)

One of the early giants that started manufacturing soap

In 1900’s it spent more than $400,000 on advertising an amount equal to $10,000,000 today

Saponification (Method for Manufacturing of Soap)

Unilever Founded by 2 friends in 1890’s ,William Hesketh lever and

lord Leverhulme

In 1930 UK Unilever made its headquarters

Russia , India , Brazil , China , USA , Canada and South Africa , more than 174000 employees

Turnover 49.3 billion

Dove Developed in 1957 in USA as a beauty soap

Main competitors are “Olay” of P&G, Neutrogena of Johnson and Johnson's and Nivea of Beiersdarf.

LUX First launched in UK in 1899 as a flaked version of Sunlight soap

but in 1916 it was marketed as a laundry soap In Pakistan it was launched in 1957 and is now one of 10 top soaps

Pears

A Unilever Product. Pears transparent soap was invented in 1789 by

London barber Andrew Pears. In 2009 it’s formula was changed by Unilever as

they added a nice touch of Purity and Smell.

Camay In 1926, Procter & Gamble introduced Camay

Soap in market. It became a success story as its selling bin more than 60 Countries.

Capri

Launched in 1969 by a Pakistani Company named as Zil limited.

It’s a natural skin care soap that helps in nourishing the skin.

Explanation of Top products

Lux soap.Dove beauty soap.

LUX HISTORY

In 1899 launched in the UK as laundry soap Launched in the US in 1916 Marketed as a laundry soap targeted specifically at

'delicates‘ In 1960 went colored and introduced as beauty soap Product of Unilever In Pakistan Lux was first introduced in 1957 Till now Lux has become one of the top soap brands in

Pakistan

SEGMENTATION Targeted Age Group 16 – 35 yearsTargeted Gender Female Target Class Upper class Upper middle class Middle class

MARKETING MIX

Products

Price

Place

Promotion

SWOT ANALYSIS

Weakness

Strength

Opportunity

Threats

Dove Soap

DESCRIPTION OF PRODUCT MARKETING GOAL OF DOVE MARKETING MIX

PRODUCT PRICE PLACE PROMOTION

SWOT ANALYSIS

STRENGTH

WEAKNESSES

THREATS

OPPORTUNITIES

Methodology

It was a Questionnaire based research. A total of 110 Questionnaires were filled out from the

consumers of Soaps from different institutes of Lahore. Sample was selected through random sampling. As it’s a quantitative study ,it’s results were evaluated on

statistical software SPSS.

Cont.

The Results are illustrated in the form of tables and graphs.

Analysis and Results Conducted survey showed Dove as mostly used soap in

Pakistan and Lux was second. Likert scale questionnaires were used for data. According to the results by SPSS , Male:57 Female:51

Graphs

Results cont.

As per according to the survey results: Dove stands first with 39 users as it is used more than any

other soap brand. Lux is at second position with 34 users. pears is at third place with 13 users. Camay and Capri both have 11 each users.

Conclusion

Dove soap is the most popular among the general public Lux soap is the second most consumed soap brand among the

consumers Pears soap comes third in the list. The whole research concludes that people use their Favorite soap

brands regularly and they refer them to their friends and family too.

Usually relatives mostly use the same soap brands as well and their favorite soap brand whichever it is, it offers economic prices that suites the consumers in a best way.

Their Favorite soaps have unique fragrance, color, shape and provides moisture to the skin and prove itself to be a good soap for the user.

cont.

The user finds himself loyal to his brand as he always prefer to purchase his favorite brand whenever he buys soap that makes him to convey positive word of mouth for the brand as he feels satisfied with the soap brand that he uses.