IVORY SOAP

Ivory Soap's Makeover



Ivory Soap's Makeover

Question 1: Ivory's rich heritage is not enough to keep it afloat in the competitive soap market. Define your chosen topic's Features and Benefits

Ivory soap is the oldest brand of Procter & Gamble and has a rich heritage. The soap has a strong name recognition and is known worldwide. The main feature of soap is that it is 99.44% pure, and another appealing feature is that it floats on water. This soap is the least expensive and good soap available for people. The soap does not contain glycerin in its ingredients, which makes it, less expensive. Floating on water became its unique selling point at its initial period. Even now, there are very few or no soaps which have this unique feature.

Question 2: Consider product/service and the current position in the product life cycle

The product life cycle of the ivory soap is almost dead. Its competitor, Dove, have increased competition, and ivory soap lags far behind the competition. Dove is using its new campaign very effective, and it has managed to reach numerous people with the everyday women featuring in the ad campaigns.

Question 3: Evaluate PRIMARY target market and explain why chosen, considering needs/wants

The primary target market are the middle class and below people. The reason is that people are looking for products that are cheap and are of good quality, Ivory soap fulfills both the requirements. During this economic crisis situation in the world, people are hesitant to buy things that are expensive no matter how much they want. They want to pamper themselves but also want to utilize their money effectively. Ivory soap can easily make people feel pampered and is still the least expensive soap in the soap market.

Question 4: SWOT ANALYSIS- be very thorough and do on GRID

Strengths

The strength of soap ...