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Assignment On
KEYA Beauty Soap
Product and Brand Management
Course Code: MKT-4204

Submitted by,
Team Sanitarium

Submitted to,
Mahmudul Hasan Fouji
Associate Professor
Department of Marketing
Jagannath University

Submission Date: 27th October, 2022

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Group Profile
Serial Name ID No.

01 Saimum Jahan Ovi B160204101

02 Sakif Al Sayed B170204002

03 Samea Akter B170204048

04 Mohitul Islam Khan B170204055

05 Ashrafi Tarafder B170204062

06 Imam Hasan Upul B170204066

07 Mushfiqul Alam Bhuiyan B170204069

08 Zubaer Ahmed B170204080

09 Zerin Rowshan Miti B170204083

10 Israt Jahan B170204090

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SUMMARY

This case is about Keya Cosmetics Ltd which is one of the oldest
cosmetics manufacturing companies in Bangladesh and a popular brand
name for superior quality products available at affordable prices.
Incorporated in the year 1996. But now it is declining from the soap market
doing business. It discusses the toilet soap market and many national and
international soap companies which are operating in our country. Because
of the global purchase patterns towards liquid and gel soaps, many
Bangladeshis (especially middle-class people) still prefer traditional bar
soaps for all kinds of cleansing needs.

The study specifically focuses the above the line (ATL) and below-the-line
(BTL) strategies used by the brand Keya. ATL strategy is mainly used for
mass communication such as television commercials and BTL strategy is
mainly used for personal communication or one-to-one communication to
interact with customers and understand their needs, wants, and purchasing
behavior. It is necessary to maintain a balance between modern-day trends
and the Bangladeshi consumer base’s needs.

Keya needs to come to the right place with the customer-needed products
at reasonable prices with promotions. Since this is a product-oriented
company various kinds of promotional strategies are necessary to operate
this company successfully. The marketer of the product should be able to
promote their product so that it helps to create more awareness towards
the brand. The more a product promotes the more it leads to sales and
gaining profit. Keya Cosmetics must take initiative to utilize its current
market condition and formulate the best possible market strategy for the
upcoming years so that they are able to gain competitive advantages.
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This case study also highlights the needs of the diverse market and brand
issues as well as the future scopes of the toilet soap market.
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COMPANY OVERVIEW OF KEYA

Mission
To meet consumer requirements with world-class products and to stay at
the forefront of technological superiority by adopting, assimilating,
understanding, and implementing fresh innovative concepts for the
betterment of the industry, the community, and the country.

Vision
To be a global leader in the chosen areas of business and create
opportunities for the development of mankind that leads to economic
growth with moral gains.

Objective
To manufacture and sell high-quality cosmetics and toiletries products to
people of all age groups at an affordable price. “No compromise with the
quality” is the key policy of top management. They do believe that they are
reasonable and accountable to all concerned with the deal. Namely, their
business associates, their employees, their customers, and their
shareholders.

Their aim is to bring forward tomorrow’s fashion today. The key objective of
Keya cosmetics is “No compromise with the quality”. As stated in the
annual reports, Keya is passionate to serve high-quality cosmetics &
toiletries, detergent powders, glycerin products, and soap noodles, the
major raw materials of beauty and laundry soap at an affordable price.
Keya is committed to serving its best stakeholder.

Market share
Keya’s position in the stock market is not satisfactory. The company has
not paid any Cash dividends since 2010. In 2011, Keya raised TK 100
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crore through a right share issue to repay its loan. The owner has also sold
shares at various times to repay the loan. The shareholding of the
company’s sponsoring directors was 46% as of September this year, down
from 63% in 2017. Keya Cosmetics is one of the few exceptions where
domestic and foreign hygiene and toiletries product manufacturers are
seeing profit growth due to high demand for their products due to the novel
Coronavirus. No annual report of the company has been published after
2017-18, no quarterly report has been published. The company held its
22nd AGM in October after the AGM was closed for the past two years.
The Financial Reporting Council (FRC), Bangladesh’s financial reporting
regulatory body, is also currently investigating Keya revenue and profit
reporting.

Customer Perception
Through making primary research we got some qualitative data about
customer perception of Keya Soap. During this research, we found that
most of the customers have negative perceptions of Keya Soap. Some of
the negative perceptions are:

1. Less awareness: Customers don’t know about their product that

much
2. Less availability: their products are not available in the market.
3. Lack of customer loyalty: their customers are not very loyal to their
products.
4. Negative word of mouth: more people think that it is clothes
washing soap.
5. Negative brand image: Keya are not able to promote their products
very much. They are not updating their goods to customers as a
result customers have negative image about their products.
6. Competitors gain more limelight: As competitor are updating their
goods according to customers need. They are getting more sales and
market share.
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As we see, customer has many negative perceptions but some of the

customers have some positive perception such as;

1. Reduce corrosion: here some customer has a positive view they are
loyal still now they are using it. They said it smells very nice.
2. More use in industrial products: we can see many hotels are using
Keya soap for their customers. They buy on bulky amount.

Retailer Perception:
Through making primary research we got some qualitative data about
Retailer perception on Keya Soap. During this research we found that most
of the Retailer have negative perceptions of Keya Soap. Some of the
negative perceptions are

1. Sales commission: The retailers don’t get much commission on

KEYA soaps, which demotivates them to sell and influence the
customers.
2. Return: The Company doesn’t use a return policy for unsold goods,
so the retailers feel risky purchasing the products.
3. Customer retention: There is a very low percentage of customer
retention. That is why retailers don’t want to keep a product that is
unbeknown to sale.
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BRAND OVERVIEW

The brand overview of KEYA Beauty Soap is described below:

Brand Awareness
KEYA beauty soap is one of the biggest well-known soap brands in
Bangladesh. But when it comes to brand awareness, they lack behind
compared to their competitors. Most people don't think of KEYA as a daily
consuming product for their usage. Let's break down the brand's
awareness with brand recall and recognition below:

1. Brand Recall:
KEYA beauty soap as a brand is recalled very less often than other soap
brands used by the mass. Recalling a brand is the result of its brand
promotions. The more deeply a brand impacts the consumer's mind, the
more often they recall the brand while purchasing or thinking of purchasing.
KEYA beauty soap is roughly remembered by customers when they are
wanting to buy a bar of soap for their use or suggesting to others. Brand
recall can be occurred by the depth and breadth of the brand.

 Brand Depth: When it comes to brand depth, KEYA beauty soap

resides in the mind of the customer in a very small part. So, when
consumers hear soaps, KEYA comes at the very bottom of the list. A
very niche customer market chooses KEYA as their go-to brand of
soap. KEYA mainly lacks brand promotions and this creates a huge
drawback for how fast they recall KEYA beauty soap.

 Brand Breadth: Brand breadth means, in how many situations a

brand is recalled. As KEYA is a soap, specifically a beauty soap, it is
mainly remembered when people are buying shower soaps or for the
purpose of washing their body, face, etc.
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2. Brand Recognition:
Though people don't recall KEYA that often, but still they do recognize it if
they encounter it or people are stating one in front of them. This recognition
part of the awareness is done very well. But this didn't help them to grab
the customer segment they targeted.

Brand Image
The brand image of KEYA beauty soap is not as they intended it make.
One of the oldest soap brands in Bangladesh but still people question its
quality and this creates a negative brand image among consumers. They
are also much backdated to many customers. The brand image is old and
not so positive in the perception of the customers now. That is why they are
losing so much brand association now and are at the decline stage of the
life cycle. Their brand equity is only based on their old recognition power
that’s it.
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SWOT ANALYSIS OF KEYA BEAUTY SOAP

Strength of KEYA Soap:

1. Low and convenient price than the other brands.

2. It is a popular brand among rural people.

3. It is one of the well-known soap brands in Bangladesh.

4. Maintains good quality.

Weakness of KEYA soap:

1. The distribution network is weak.

2. Poor or no promotional activists.

3. Lack of acknowledgment about the quality.

4. Less market share.

5. Brand image of the company isn’t quite positive.

Opportunities of KEYA soap:

1. Growth in the soap industry.

2. Everybody has access to digital media.

3. High population growth.

4. Come up with new product variants.

Threats of KEYA soap:

1. Intense competition in the industry.
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2. Too many international competitors.

3. Customer’s trends to preference.

4. Political unrest.

SEGMENTATION & TARGETING: CUSTOMER

PROFILE

Demographics
Demographics or demographic data are the characteristics of a human
population. Commonly used demographics include gender, race, age,
income, disabilities, mobility (in terms of travel time to work or the number
of vehicles available), educational attainment, home ownership,
employment status, and even location.

Gender: There is no obligation, both females and males can use it, but
mainly females

Age: There is no age barrier because soap is an essential thing that is

required for daily use by everyone. So, there is no specific age limit but
mainly above 13 years because this is when both genders start becoming
conscious about themselves.

Social economic class (SEC): Consumer’s purchase pattern largely

depends on occupation and income, which in turn reveals the
socioeconomic class of the consumers. Keya is targeting the lower middle-
class to upper-middle-class people; according to B, C, and D categories.

Employment status: Occupation and Income is one of the major

determinants of consuming a product but in order to consume Keya there is
no requirement to be employed somewhere, it is for student and of any
other occupation

Marital Status: It is for both married and unmarried people.

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Purpose of use: For beauty purposes, for feeling fresh and revived, for
getting good skin, for feeling glamorous.

Children/No children: Not required.

Ethnicity: Not required. User type Medium, frequent.

Lifestyle
A lifestyle typically reflects an individual's attitudes, values, or worldview.
Therefore, a lifestyle is a means of forging a sense of self and creating
cultural symbols that resonate with personal identity. Buying pattern of a
product can be influenced by the lifestyle of the consumer. For example, a
consumer might buy a product in search of trying a new thing or to help
with charity and social causes. Keya definitely fits into the lifestyle of any
other person. Keya is a local brand and the quality of the product is
compatible with any other brands, both local and international brands. It is
a 100% halal soap, so it also satisfies the need of Islamic-minded people.

Target Audience’s Lifestyles:

1. Keya definitely fits in the lifestyle of young, energetic & beauty

conscious
2. Also, people who look for freshness and purity
3. People who definitely want the best quality of products at an
affordable price
4. People who love the delicate, fresh & charming fragrance
5. People who prefer Halal soap
6. People who prefer to buy local brands to help the country's economy
or who do not trust the international brand
7. People who want to try new things after seeing any TVC or other
means of communication
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Geo-Demographics:
In marketing, Geo-Demographic segmentation is a multivariate statistical
classification technique for discovering whether the individuals of a
population fall into different groups by making quantitative comparisons of
multiple characteristics with the assumption that the differences within any
group should be less than the differences between groups.

Geo-demographic segmentation is based on two simple principles:

People who live in the same neighborhood are more likely to have similar
characteristics than two people chosen at random.

Neighborhoods can be categorized in terms of the characteristics of the

population that they contain. Any two neighborhoods can be placed in the
same category, i.e., they contain similar types of people, even though they
are widely separated.

Keya’s geo-demography assumes that it has consumers in almost all the

places of urban and suburban areas. Since metropolitan cities have more
youngsters leading the modern lifestyle, so it has put more emphasis on all
the cities.

ENVIRONMENTAL FACTORS

Demographic Factors:
Customer tastes and preferences are changing as they are educated about
different uses of soap like germ-killing soap, beauty soap, sensitive skin
soap, etc.

Political & Legal Factors:

Political unrest and duty on raw materials cause delays in the production
and distribution process thus increasing costs.
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Technology:
Flexible manufacturing technology enables the production of different
variants in different sizes.

Social & Cultural Factors:

Women in our culture do not pamper themselves with expensive cosmetics
or parlor facilities except a few. They look for easy beauty solutions.

MARKETING MIX

Product:
Keya soap was a product of Keya Cosmetics Ltd. It is a finest quality soap.
It is a very preferable soap for everyone and it is used for household and
beauty purposes. But now it is being using as a hygiene purpose. The
strength of Keya soap is durability and it is not an easily melting soap, the
soap is less costly compared to much soap in the market. Keya soap is
produced by natural and ethically sourced materials.

The new packaging and modeling of the products are given below:
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• Keya Super Beauty Soap

• Keya Super Lemon Soap

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• Keya Lifeguard Soap

• Keya Charcoal Soap

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• Keya Glycerin Laundry Soap

Price:
Keya mainly targets middle-class people in urban and suburban areas
which is the largest segment of the Bangladeshi population. They are
targeting women who are beauty conscious. Hopefully, customers will also
use this product as they are offered the best products at a comfortable
price.

• Keya super beauty soap 45 TK 100gm / 25 TK for 75gm

• Keya super lemon soap 45 TK 100gm / 25 TK for 75gm

• Keya lifeguard soap 45 TK 100gm / 25 TK for 75gm

• Keya glycerin laundry soap 45 TK 100gm / 25 TK for 75gm

• Keya charcoal soap 40 TK 100gm / 20 TK for 75gm

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Place:
Keya Cosmetics Ltd is one of the leading cosmetics manufacturing
company in Bangladesh. Located at Jarun-Konabari, Gazipur covering an
area of 28,800sft, the company began its production in 1997 with a state-
of-art manufacturing facility

Their supply chain now used:

The supply chain we suggest:

KEY
A
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Promotion:
Promotional activities are highly scheduled for any organization. This helps
an organization to find potential customers and retain existing customers.
Keya Cosmetics had very few promotional activities. The product launched
only a handful of television commercials and newspaper commercials in its
time. Since there is little or no promotional activity, the brand’s brand
awareness has waned over time. As a result, consumers have forgotten
about the product’s existence. There are various fancy ways to promote
your product in recent times. Many companies go for social reasons that
help attract customers by their passion. Promotions are most determined a
successful promotion can boost your sales just like anything else, a wrong
promotional activity can hurt sales by following it. Keya Cosmetics had
enough financial plus other resources to accelerate the market. All these
opportunities were used to hold their market at that time but they did not
take any initiative so most of its potential resources were unused which
should have been used to hold their position.

Some Promotional Activities KEYA can implement are given below:

1. Traditional promotions like billboards, leaflets, digital billboards, ads

in shops, stalls in supermalls.
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2. Rebranding and new package to create appeal to the customers.

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3. New TVC with the brand ambassador.

4. If anyone buys “3 Soaps combo pack”, they would get a soap case as
a gift.
5. Do a campaign for 5 February on the world shower day.
6. If anyone buys the product and gives a review and share it on the
social media, the one with the most react and the one with most
comment will get a chance to have dinner with plus 1 at the Hotel
Radisson Blu.
7. Promote on the social media like Facebook, Instagram, Twitter,
Snapchat, Linkedin and YouTube.
8. Sponsor various social media influencers to promote the product.
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BRAND REVITALIZATION

Brand revitalization strategy for KEYA beauty soap:

1. Expand the depth and breadth of awareness and usage of the

brand:

 Increase the quantity of consumption: Here we will increase

our consumers.
 Increase frequency of consumption: We will try our level best
to make them use more and more

o Identify additional opportunities to use the Brand in

the same basic way: Here we will make them believe
that using those soaps more, is more hygienic than they
can.
o Identify completely new and different ways to use:
We will expand the use not only for showers but also for
washing their pets.

2. Improve the strength, favorability, and uniqueness of brand

associations: To improve the brand image with the brand
association, the following factors can help:

 Retain vulnerable customers: All customers are not a

blessing to the company so retaining vulnerable customers is
also kept in mind.
 Recapture lost customers: Collecting new customers is far
more difficult than collecting old ones.
So we will collect old customers why they leave us and after
that, we will try our level best to survey them as well as
possible.
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 Identify neglected segments: For some time we will go in

narrow segments after getting good sales we will try to open up
our segments.
 Attract new customers: When everything is going well now
we will expand our customers. We will go to a new market to
satisfy them.

BRANDING STRATEGIES

Some activities and campaigns to promote the brand and re-establish it:

Eco-friendly Packaging:
As we can see the world is trying to use recyclable packaging for this
purpose we will use paper packets so we can help our environment. And
promote this as an eco-friendly act and try to build a positive brand image.

Breast Cancer Awareness Campaign:

Here we will organize a campaign in a week customer of a Keya can call
our doctor and take appointment from them and go for breast checkups. It
will encourage them to feel like our family and tagline will be “we care”.

Skin Care Helpline:

A huge number of people don’t know about their skin so we will open a call
center where they can call and ask for suggestions. In this process, we can
sell them through online. We can make more loyal customers.
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LEVERAGE SECONDARY BRAND ASSOCIATION

For leveraging secondary brand association we suggest to get a person

mainly a celebrity as brand ambassador.

Brand ambassador
Here we will take someone talk of the town. Now she is super famous so
our choice will be Nazifa Tushi. It's only for a year. By her we will do
campaign about breast cancer.it will help us to gain more engagement.
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CONCLUSION

Keya is an old company. Sometimes they had strong control over market
but not maintaining customer choice they are out of market. For old
company customer always has a place for example nokia.we can see when
old company come up with new product they try to use one here keya has
a chance to survive again in the market.we can see in cosmetic market
challenge is to make them buy once if product quality is good they
customer do promotion here. They love to share experience. Word of
mouth is open in this market. If keya can come up with new and customer
friendly product they can stay in the market. They are able to satisfy their
customer as well as compete their competitor so that they can become the
market leader.