Essay About Particular Bath Soap Segment.Understanding And Medimix Ad Lux

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 soapCustomer 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 SoapDevyani Das: Lux, Patanjali, Medimix, Dove.Profession Hair Stylist at EnrichAge25Family Father, Mother, Younger sisterAreaKhar westTries soaps based on advertisements which are visually appealing, has skin benefits, fragrance, lather etcHave 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 frequentlyIs not exposed to Radio communication at all. Noticed dove ads on facebookOutdoor 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 outdoorVisits 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 permanentlyLikes 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 herChhaya Das: Dove & Profession Housewife, Graduate Age48Family Husband, 2 children- Girl(25), Girl(17)  AreaKhar westPrefers Lux (Since 25-30 years) and Dove (since 7-8 years)soaps seasonallyIs 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 InstagramBuys soaps in bulk quantities and reads pack contents and ingredients as well. Ideal packaging involves a transparent pack – similar to Patanjali soapChange in packaging does not influence her buying decision Pooja Jana: Ayush soap (self) and Patanjali (for Husband) Daughters use Body wash | Profession Housewife. Age46Family Husband, Daughter (24 years), Daughter (18 years)  AreaKhar westCurrently uses Ayush soap and sometimes Patanjali as they are Ayurvedic and Natural products which suits her skin typeIs very particular about buying soaps for skin benefitsWatches TV but notices ads very rarely. Remembers ads like Nirma, Finolex fans, Horlicks, LifebuoyAyush 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 skinPrefers box packaging for soaps, similar to Ayush and Patanjali soap barsHas liked pears soap ads as well as product but never bought because it does not last longLaxmi Kore: Nivea Body WashProfession Beauty Advisor Age38Family Mother  AreaKharWatches TVUses Nivea, Neutrogena, Loreal, Biotique, PatanjaliUses Nivea Body wash for moisturiser, had tried once and liked it and uses since 5-6 yearsEarlier used Lux, Medimix, Pears, Dove (Didn’t like much) but now switched to NiveaCan switch to other brands only if they suit her skin typeVery particular about all her personal care products Used to get influenced by ads 8-10 years ago, but now only buys products based on ingredientsNotices ads outdoors – Tanishq, frooty but not any soap adVisits 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 switchesBaught Nivea from retail store, just to tryPrice is not a buying factorNotices ads on Facebook, but not soapsLikes packaging of Nivea, and also Body shop bottle pack. Prefers transparent bottlesDoes not read contents of the pack muchSujata Kadam: Nivea SoapProfession Nurse Age32Family Husband, 2 children- Boy(3), Girl(13)  AreaKhar