Showing posts from August, 2009

Santoor Soap

Challenging Unilever: Santoor Soap

Santoor is now the number one soap brand in South India (Market Share of 15.1% by value)At the all-India level, Santoor continues to be the third largest soap brand with a 7.5% value market share in the first quarter of fiscal 2009-10.

Target Audience: Women, over 25

A typical Santoor woman is someone who is between 25-35, is married and has a young daughter. She is aspirational towards her career and is typically shown as an achiever. Despite being married and having a daughter, she is someone who still wants to look good and young. "Mistaken Identity" is a common theme in Santoor Advertising, where the 30+ female protagonist is mistaken by others as someone in her early twenties because of her younger looking skin. She is shown as someone who is modern, confident, forward looking and at the same time a believer a Indian values and traditions.

Benefits Sought: Wants to look young

Consumer understanding: The key insight behind Santoor is th…