Okooboh Sophia

 KOKORI ANTISEPTIC SOAP Background/Overview In 2015, Kokori was introduced into the black bathing soap category in Nigeria. Created with the finest natural herbs as ingredients, the black soap was created to be the first black antiseptic soap that kills bacteria in the region. The brand colour is green, grey and gold. Kokori antiseptic soap strives to constantly give customers satisfaction and is not limited to any special type of user, although it focuses on youths, adults, invalid, healthy, undergraduate students, employed and self-employed and a lot more. When it was first introduced into the market, it increased sales in the first year and had 10% of the market share which was great for a new product. The soap was increasing in its level of success until the selection of the wrong ambassador; Bobrisky, who brought up controversies and confusion and led to misinterpretation of the purpose of the soap and a drop in the market share. Benefits of the Product The product adds a lot of benefits to the skin and health in general. Listed below are the four major benefits of the soap that must be added in the campaign. It helps you get rid of built up bacteria on your skin It cleans up your skin It Rejuvenates the skin It reduces chances of infection PROBLEMS IDENTIFIED The key problems that were identified after the great loss are listed below. Proper research was not carried out before the establishment of the brand. The purpose of the product was not clearly stated, causing confusion amongst the customers. Wrong brand ambassador was used. Feeling & Evidence of the Product The Product evidently produces lather when mixed with water. It has a natural oceanic smell which gives the user a sense of cleanliness. After use, it makes users feel neat after a bath. Kokori soap makes the skin feel refreshed and because of the protection against bacteria, buyers are assured of 24hours protection, this assurance would make users feel safe and comfortable Objectives The objective of this campaign is to push out this Kokori to our target audience in their various locations, through different media outlets. To create awareness on the real use of the soap and gain the audience back on the side of Kokori soap. By using Social media, Digital marketing, Supermarket so as to get consumers living in the rural area by potentially using jingles, newspapers and roll up banners, for the urban area, platforms like Youtube, billboards, radio, social media like twitter, Instagram and so on. Goals & Strategy Using Integrated Marketing Campaign; -consistent message through IMC Content marketing Regain appropriate image back -creative content for effective communication Profit -to get back on our feet and make maximum profit Media Strategy Pre Awareness: Because Kokori has been with Nigeria since 2015, the agency should pre-warm audience that a more branded soap is coming Awareness: Kick Off all media on the campaign launch day to drive most of awareness and word of mouth Appeal: To encourage deep curiosity to learn about kokori and make them appeal to search or ask is top work Action: As the producer, we would do what the campaign says we should do and keep up the quality Advocacy: Get Kokori Consumers to tell more people about it Target Audience Unlike Regular black soap, our targeted consumers are more generalized especially because it is an antiseptic and can be used by all. Target Target consumers age 18-66 gender Male 50% female 50% living Main city personality People who are conscious of their health employment Undergraduate, Self-employed, Employment Budget The advertising budget for this campaign is 7 million dollars and expect the agency to work within this budget to make a highly effective campaign that would achieve the targeted goal.