1. A Presentation on Brand Analysis of ‘‘Cosco’’ Glycerin Soap

2. The Presenters Tahsin Tasnim Tia (ID ) BBS Muhammed Ziaul Hoque (ID ) BBS Monia Rahman Bhuiyan (ID ) BBS Oishee Augustina Gomes (ID ) BBS Amina Farhad Rifa (ID ) BBS Hosneara Binni (ID ) BBS Mashuq Bin Mizan Mimo (ID ) BBS

3. Brand Profile Brand of Commander Soap Company Limited
Previously Kohinoor Chemical Company Limited
Started journey in 1970’s
2 sizes of soap

4. Target Segmentation Social class Business market Middle class
Lower middle class
Working class
Business market
Hotels
Restaurants

5. Uniqueness People of all walks can buy this soap 2.1 1.7 2.4
Criteria
Cosco Soap
Pears
Lux
People of all walks can buy this soap
2.1
1.7
2.4
Good for daily use
1.3
Resembles social class
1.5
2.3
Soap for all season
1.6
1.9
Gives you all day freshness
1.4
You love the packaging
1.2
2.2
The advertisement caught your eyes
The soap has great Fragrance
2.5
You love the shape and size of the soap bar
1.8
Brand name attraction
Role model attraction
Durable soap
Soap variation
Convenient Pricing
2.0
Availability
2.6
Reliable for skin
No side effects
Recommended by friends and family

6. Uniqueness

7. Brand Performance Performance in the early years:
1st Glycerine soap in Bangladesh
Very popular brand
High quality

8. Current Performance of Cosco
Market Share of soaps in domestic market

9. Competitive Scenario Competitive scenario in its initial years
Competitive scenario (current)

10. Competitive scenario (continued)

11. Research (Methodology)
Primary Research
Survey
Interviewing
Secondary Research
Internet
Other people’s researches

12. Findings Total survey participants = 30 (100%)
Venue- BRAC University & Nearby
Male = 15
(50%)
Aware = 11 (73.3%)
Female = 15
Unaware = 4 (26.6%)

13. Findings (Age Categories)

14. Findings (Education Categories)

15. Findings (Education Categories)

16. Findings (Usage month-wise)

17. Findings (Purchasing Venue)

18. Findings (Purchasing Budget)

19. Findings (Does Packaging Matters?)

20. Findings (How often does people change soap brands?)

21. Findings (Promotion Interest)

22. Findings (How do you choose your soap?)

23. Findings (Soap recognition by the promotion)

24. Findings (Communication Channel Preference)

25. Findings (Soap Type Preferences)
Liquid
63.33%
Bar
33.33%
Both
3.33%

26. Findings (If Cosco Soap had liquid version)
Willing to buy
76.67%
Not willing to buy
23.33%

27. Recommendation Re-Brand the product Modernize marketing strategy
Specify target market
Launch new packaging
Create new fragrance

28. Conclusion Stay with the flow Still survived and used
Possible of comeback