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

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.

• 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 &

• 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 |

• 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

• 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