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Branding plan of "EARTH ESSENCE" Handmade soap

Research · December 2023

DOI: 10.13140/RG.2.2.31519.98721

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Branding plan of “EARTH ESSENCE”
Handmade soap
MKT416 (Section-01)

Prepared for,
Md. Anamul Hoque
Assistant Professor
Department of Business Administration
EAST WEST UNIVERSITY

Prepared by,
Name ID
Swagato Bhadra 2021-1-10-175
Mst. Jakia Afrin Ome 2020-1-10-221
Nagib Sadique Probal 2019-1-10-322
Whaheduzzaman Shoikot 2020-2-10-107
MD Naymul Karim 2019-2-10-071
Kazi Hasan Mahmud 2019-3-10-099

Bachelor of Business Administration

EAST WEST UNIVERSITY

Submission Date: 20/12/2023

TABLE OF CONTENTS
• Letter of transmittal ................................................... 4
• Executive Summary................................................... 5
1. Introduction ........................................................................6
2. Opportunity Analysis .........................................................6
2.1 Why do we think there is an opportunity for the product/idea? .........................6
2.2 Market demand for fragrance laundry detergent? ........................................7
2.3 Category Analysis .........................................................................8
2.4 Competitor Analysis .....................................................................11
2.5 SWOT Analysis ..........................................................................12

3. Target Market Segmentation...........................................14

3.1 Consumer understanding ................................................................14
3.2 Demographic profile .....................................................................14
3.3 Psychographic profile ...................................................................15
3.4 Application of VALS ....................................................................15
3.5 Story telling approach ...................................................................16

4. Brand Positioning .............................................................17

5. Brand development...........................................................18
5.1 Brand Name ..............................................................................18
5.2 Brand Color ..............................................................................18
5.3 Style and Design .........................................................................18
5.4 Brand Logo ...............................................................................19
5.5 Brand Character ..........................................................................19
5.6 Brand Tagline & Slogan .................................................................19
5.7 Brand Jingle ..............................................................................20
5.8 Brand Packaging .........................................................................20

6. Pricing Strategy ................................................................21

7. Distribution Strategy ........................................................22
8. Leveraging Secondary Brand Association ......................22
9. Conclusion .........................................................................23

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 MKT416 - Brand Management

LETTER OF TRANSMITTAL

Md. Anamul Hoque

Assistant
Professor,
Department of Business
AdministrationEast West University
Aftabnagar, Dhaka-1212, Bangladesh.

Subject: Term paper on Develop a Brand that is “EARTH ESSENCE”

Dear Sir,

It’s been a great pleasure for us to submit to you the term paper on brand development on “EARTH
ESSENCE” which is an important topic for making a new business plan. While preparing the report,
we closely focused on the topic & tried to assimilate and to provide the most complete information
available. We believe that it will provide you with a clear concept about the topic, here’s how we can
start a new company and run the business by taking all the marketing methods, strategy, and steps
there.

We are so thankful to you for giving us the opportunity to do the term paper on such a wonderful topic.
This will surely give us an experience which we can use in our professional life. We will always be
available for any further queries and to answer any questions in this report.

Sincerely,

On behalf of the Group

Whaheduzzaman Shoikot
ID: 2020-2-10-107
On behalf of the Group

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 MKT416 - Brand Management

EXECUTIVE SUMMARY
Earth Essence is a brand of natural soap, inspired by the incomparable beauty and wealth of nature.
This report is about building a new business. We create a business plan and follow all the marketing
methods and strategies we have tried to create. Those methods are SWOT Analysis, perceptual map,
Competitor Analysis, Product Details, Industry Analysis, Current Marketing Situation. The brand
crafts each soap with love and respect for the environment, providing its customers with a way to
transform their daily self-care ritual into a true pleasure. Earth Essence is an invitation to discover
true purity and natural beauty, while remaining true to the values of sustainability and quality.
Without all processes it is not possible to anything to manage activities. Lastly, we just found out
some key points regarding our product and some recommendations for how to make it beneficial for
our customer.

Our research draws attention to the new business plan. Mainly we are attention in our Market
strategy & method. We maintain marketing rules and regulations that are a key role for an industry.
How will it be beneficial for the customer.

We are going to sort things into a proper way that will maintain the sequence for the readers to
understand our writings much better than any other complexity-based reports. We are glad we are the
first to work on this topic and which is going to be effective to the people out there who canuse our idea
from this report to imply them into the real field and overcome the situation as well as taking safety
measure.

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Chapter: 1 - Introduction
Earth Essence occurs as an example of purity and sustainability, expressing the essence of organic,
natural, and handmade soaps. In this comprehensive business plan, we reach into the various facets of
this opportunity, conducting a thorough analysis to ensure a successful entry into the market.

Our journey begins with an exploration of the opportunity itself, identifying the reasons we believe that
venturing into fragrance laundry soap aligns effortlessly with our ethos. Subsequently, we investigate
the market demand for this specific product category and conduct a detailed analysis of the competitive
landscape to understand where Earth Essence stands in relation to existing competitors.

Moving forward, we transition into the space of consumer behavior and preferences, employing
targeted market segmentation to gain a deeper understanding of our audience. From demographic and
psychographic profiles to the application of VALS (Values, Attitudes, and Lifestyles), we aim to
establish a strong connection with our consumers through a compelling storytelling approach.
The narrative unfolds further with a focus on brand development, where every element, from the brand
name and color palette to the logo, character, and tagline, is carefully crafted to resonate with our
target audience. Additionally, we explore the auditory dimension of brand identity with a jingle that
captures the core of Earth Essence. The package itself becomes a canvas for our values, as we examine
the design of eco-friendly and visually appealing packaging.

Lastly, we explore the concept of leveraging secondary associations, seeking partnerships and
collaborations that align with Earth Essence's core values, further solidifying our position as a brand
committed to organic, natural, and sustainable living.

Chapter: 2.0 - Opportunity Analysis

Consumer Insight:
• For Regular soap - In Bangladesh, the market for regular soap is highly competitive. There are
too many options to choose from. So, finding a gap in the market is a little bit difficult for the
consumers.
• For handmade soap - In Bangladesh, handmade soap category is not fully discovered. There is a
gap in this segment as customers are not aware of all the attributes and the benefits they offer.
Based on that, our brand Earth Essence will try to cover that gap as smoothly as possible.
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Chapter: 2.1 - Why do we think there is an opportunity for the

product/idea?
In the spirit of honoring nature's bounty, Earth's Essence was conceived to provide individuals with a
luxurious yet wholesome skincare experience. The brand's foundation rests upon the principle that
skincare should be a harmonious fusion of efficacy, purity, and environmental consciousness. With a
mission to redefine the way people approach skincare, Earth's Essence draws inspiration from the
richness of botanicals, essential oils, herbs etc. Our soaps are carefully handcrafted using a cold-
process method & hot-process, that maintains the integrity of each ingredient's natural properties. We
believe that the key to achieving radiant skin lies in embracing the Earth's gifts, which is why we
meticulously source our materials from trusted suppliers.
who share our commitment to sustainability and ethical practices. Our dedication to quality assurance
guarantees that every bar of soap we produce is a testament to the beauty of nature's essence.
And people of Bangladesh have intention to use domestic product. Earth's Essence might be their first
priority because it will provide premium quality according to the price by ensuring environmental and
health concern. We also believe that our brand will also represent Bangladesh among the world in
future.

Chapter: 2.2 – Market demand for Soap

Market demand for handmade soap:
• Tendency to use chemical free product:
Most people want to avoid the use of chemicals because most of them are toxic and can be for skin
such as Sulphate, Sodium Lauryl Sulfate (SLS), Parabens etc. So, consumers prefer handmade
soaps due to their natural ingredients, which are perceived as gentler on the skin compared to mass-
produced alternatives.

• Concerning on environmental issues:

The rising awareness of environmental issues has led to a growing interest in eco-friendly and
sustainable products. As a result, the demand for natural and organic products is increasing and
handmade soaps can be a good choice for the consumers.

• Cultural preferences:
The cultural appreciation for traditional craftsmanship in locally made items contributes to the6
popularity of handmade products in the Bangladesh market.
 MKT416 - Brand Management

• Increasing niche market:

The niche market theory is often influenced by handmade soaps. Because the producers of
handmade soaps especially focused on customers' preferences on unique skincare solutions
contributed to the popularity of handmade soaps.

Chapter: 2.3 – Category Analysis

Types of Soap
We believe in harnessing the power of nature to create exceptional skincare products. Earth’s
Essence Handmade Soap is made with all-natural ingredients, free from harsh chemicals, sulphates,
and parabens. We are committed to sustainability and the environment. Our all soap is packaged
using recyclable materials, minimizing their ecological footprint, and ensuring a cleaner planet for
future generations. Earth’s Essence soaps have been lovingly handmade to cleanse skin of impurities
without the use of harsh ingredients that dry or irritate skin. Instead, they use high grade essential
oils that leave skin clean and moisturized. All the soaps are handcrafted with organic ingredients.

Several types of handmade soap that we will produce:

• Earth’s Essence Rainbow Handmade Soap: A Blend of

nature and artistry. Earth’s Essence Rainbow Soap is a one-
of-a-kind combination of delicate art and carefully
manufactured by skilled artisans. The soap contains brilliant
colors, nutritious oils, and aromatic smells, creating a
harmonic balance of nature and human ingenuity. The vivid
colors of the soap provide elegance and pleasure to daily
self-care rituals.
The benefit of Earth’s Essence Rainbow Handmade Soap:
• Reduce wrinkles, tighten up pores and restore a youthful glow.
• Reduces the appearance of acne.
• Helps fade scar marks.
• Soothes skin afflicted with inflammation.

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• Earth’s Essence Aloe Vera Handmade Soap: Aloe Vera

Handmade Soap is a mild cleanser which is suitable for people
of all ages and skin types. Aloe Vera Handmade Soap helps
people reduce harmful effects on their skin by washing deeply.

The Benefit of Earth’s Essence Aloe Vera Handmade Soap

• Itching relief or prevention.
• Hydrate and revitalize the skin.
• Expands skin elasticity.
• Soothe and soften the skin.
• It is beneficial for acne, redness
• Antifungal and antibacterial properties.
• Reduces the signs of acne and other uncomfortable skin conditions.
• Nourish skin, soothe dryness and irritation.

• Earth’s Essence Coffee Handmade Soap: Coffee Handmade

Soap is a long-lasting, soothing cleanser created with fresh
coffee and vital coffee oil. Coffee Essential Oil smells exactly
like a freshly brewed cup of coffee. The soap is suitable for
people of all ages and skin types. Coffee Handmade Soap helps
in reducing harmful substances of skin by washing thoroughly.
The Benefit of Earth’s Essence Coffee Handmade Soap:
• Deep cleansing.
• Dead skin cells are exfoliated.
• Detoxifies and controls the odor of sweat.
• Wash away toxins and cleanse pores of skin.
• Encourages skin hydration.
• Brightens and softens the skin.
• Antifungal and antibacterial properties.

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• Earth’s Essence Lavender Handmade Soap: Lavender

Handmade Soap is a long lasting, gentle cleanser that is perfect
to use for all ages and all types of skin. Lavender Handmade
Soap helps one to decrease harmful factors on skin by cleansing
deeply.

The Benefit of Earth’s Essence Lavender Handmade Soap:

• It can help to improve skin's complexion.
• It can help to reduce the appearance of wrinkles and fine lines.
• It can help to protect skin from the sun's harmful rays.
• It can help to soothe dry, irritated skin.

• Earth’s Essence Neem Handmade Soap: Earth’s Essence

Neem Soap has natural beauty and rejuvenating benefits. This
luxurious soap is meticulously created with the best ingredients
and the essence of neem, a potent herb known for its healing
properties. Each bar of soap has been precisely crafted to
improve bathing experience while also encouraging healthy,
glowing skin.
The Benefit of Earth’s Essence Neem Handmade Soap:
• The soap moisturizes the skin, keeping it soft and nourished.
• Its anti-inflammatory properties aid in the relief of illnesses such as eczema
• Because of the anti-fungal qualities of neem, the soap is useful against fungal skin problems.
• The soap's natural ingredients make it mild and safe for the skin.
• It has a soft scent and eliminates heavy Odors in the body.

• Earth’s Essence Saffron Handmade Soap: This soap is a

long-lasting, mild cleanser made with the finest Saffron which
strives to provide the results one can get without sacrificing the
health of your skin. The soap is suitable for people of all ages
and skin types.
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 MKT416 - Brand Management

The Benefit of Earth’s Essence Saffron Handmade Soap:

• Saffron handmade soap brightens the skin, making it appear radiant and beautiful.
• The soap contains antioxidants, which fight free radicals and prevent premature aging.
• It can help to reduce dark spots and hyperpigmentation while also creating an even skin tone.
• Saffron has anti-inflammatory qualities that can calm inflamed skin.
• The exfoliating properties of saffron handmade soap come from the saffron itself.
• Because of the rich and exotic perfume of saffron, it delivers a wonderful bathing experience.

Raw Materials
Our handmade soap are made from a variety of raw materials that have been carefully chosen to
provide proper benefit without harming skin. As all our soap are handmade and environmentally
friendly, we don’t use any harmful chemicals for making our soap. We use all natural ingredients for
making our soap. Some important ingredients that we use:
• Olive Oil • Lavender essential oil
• Castor Oil • Saffron essential oil
• Coconut Oil • Flower parts
• Almond Oil • Aloe vera extract
• Sunflower Oil • Fresh Coffee extract
• Black seed oil • Neem extract
• Essential Oil

Chapter: 2.4 – Competitor Analysis

Need Analysis
Generally, in the market many brands are actively running their business in the soap market. But
when it comes to handmade soap category, no brands only focus only on handmade soap. Our key
competitors use this line of products as a line extension.
But our brand Earth Essence only focuses on handmade soap. We are the first brand in Bangladesh
who will specialize only on handmade soap. It will protect our consumer to diverse their mind and
only they think about our product as a loyal customer.
For example, when people picture the brand "Aarong" at first, they don’t think they are a brand for
handmade soap but rather for clothing and accessories. But when people hear the name of Earth
Essence, 10
 MKT416 - Brand Management

They will immediately think about our brand is only about handmade soap.

Pricing Strategy:
Earth's Essence will commit to providing premium quality products. We use natural and fresh
ingredients. So, our pricing was comparatively reasonable, and it will draw the attention of the
consumers. Where “Aarong Earth'' failed became the first choice of the consumers due to quality
despite being a low price. As our target consumers are from urban and semi-urban areas and they
mostly belong to upper class or middle-class society, they can easily afford our products compared to
another brand's products which are sold at a much higher price named ‘Ribana’.

Health assurance:

The main idea of using handmade soap is to get rid of the harmful effects of chemicals. Earth's
Essence carefully handles this issue and guarantees 100% chemical free products. Our brand will also
solve the multiple skin related problems without any side effects of the ingredients.

Promotional Activities:

As we are a new brand, we will focus more and more on promotional activities that help to raise brand
awareness. We can arrange social media campaigns, collaborations, or events that create buzz around
our brand. We also try to promote our brand through sponsorship, advertising on TV, newspapers etc.
For example, “Ikebana” failed to hold their brand awareness only because of the promotional activities
that cannot be done properly.

Distribution Channels:

We will try to make our product available through diverse distribution channels. This may include
online platforms, local retailers, multiple showrooms, or partnerships that increase accessibility for the
consumers from all over Bangladesh.

Encourage Review:

After launching the product, we will encourage our consumers to provide their feedback. We will
give them freedom so that they can feel free to share their thoughts. It can be through emails,
Facebook page, hot line numbers etc. This idea will help to create loyal consumers. We will carefully
analyze all the reviews to find out the gaps and, based on this, try to bring necessary changes to
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develop our product quality.

Chapter: 2.5 – SWOT Analysis

Earth's Essence, a brand specializing in handmade soap, has notable strengths in its unique artisanal
quality, all-natural ingredients, and a strong brand name reflecting eco-friendliness. To succeed,
Earth's Essence must leverage the increasing demand for natural beauty products, explore online sales
channels, and adapt to diverse cultural preferences while navigating regulatory complexities in
different markets.

Strength:
• Unique Handmade Quality: Earth's Essence Handmade Soap offers a unique selling point with its
handmade, artisanal quality, which can appeal to consumers seeking natural and authentic
products.
• Natural Ingredients: The soap is made from all-natural ingredients, which can attract
environmentally conscious and health-conscious consumers.
• Artisanal Craftsmanship: Handmade, showcasing artisanal skills and attention to detail.

Weaknesses:
• Production Scalability: Handmade soap production may face challenges in scaling up to meet the
demands of larger international markets, potentially affecting supply chain stability.
• Our brand might face difficulties while creating brand awareness as it is a new brand

Opportunities:
• Emerging Markets: Expanding into Japan, USA, and France provides access to diverse and
potentially profitable markets with different consumer preferences.
• Handmade soap sector untouched.
• Online Presence: Expanding through e-commerce to reach a broader audience.
• Niche Markets: Targeting specific customer segments interested in natural and handmade
products.
• Chances of becoming a market leader because there is no risk of me too brand.

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Threats:
• Economic Conditions: Economic fluctuations, trade restrictions, or currency exchange rates can
impact the profitability of exporting.
• Cultural Preferences: Understanding and adapting to cultural preferences and beauty rituals in
each target market is crucial for success.
• Logistics and Shipping Costs: The cost and complexity of shipping handmade soap
internationally may affect pricing and profit margins.

Chapter: 3.0 – Target Market Segmentation

In the market segmentation, after carefully considering our product and the competitive price, we
decided to divide our market into 2 parts - Middle class and upper class.
- Target Market Analysis
The target market for our brand Earth Essence is middle to upper income people who are looking for
handmade soaps for better quality assurance for their skin and appears to be environmentally
conscious. Our brand will ensure the products will be made of all the natural ingredients or raw
materials. All of those are beneficial for health and skin. There won't be any chemical usage which will
ensure no harm to the environment and to the human body and skin as well. Since there won't be any
harsh chemicals used, the product will be completely ecofriendly, suiting our segmented target market
perfectly.
But before that, we need to understand what types of consumers we will truly need to focus on. And
for that, we need to understand our consumers first.

Chapter: 3.1 – Consumer Understanding

We need to commit demographic segmentation and psychographic segmentation to properly
understand the minds of our consumers.

Chapter: 3.2 – Demographic Profile

Particulars Description
Primary: 16-30
Age
Secondary: Above 30
Gender Both Female and Male but priority on female
Income Middle class to upper class.
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Occupation All categories included
Location Urban and semi urban areas
 MKT416 - Brand Management

Chapter: 3.3 – Psychographic Profile

For psychographic segmentation for Earth Essence, we can identify and target specific consumer
segments based on their psychological and lifestyle traits. We can survey or research the market for a
specific group of people who fits our specific criteria for the product to be segmented for. Based on
this, we must focus on the traits given below.

• Lifestyle - lifestyle introduces us to people's values, living style, way of livelihoods, opinions.
For Earth Essence, crafts enthusiasts, eco conscious consumers, people who prefer natural state
of living fall under this group. Along with luxurious minded and self-care seekers as well.
• Attitude - Attitude shapes an individual's perception towards a specific kind of product. For
our handmade soap brand Earth Essence, consumers who have a chemical free preference of
living, believe in sustainability and natural way, value consciousness, these categories fall
under this trait.
• Behavior - behavior trait pertains to the actions, decision making behavior of a consumer.
Purchase frequency, brand loyalty, usage patterns, involvement in crafting, all of these things
will help to understand the psychographic analysis for Earth Essence

Chapter: 3.4 – Application of VALS

In this paper the VALS (Values, Attitudes, and Lifestyles) framework is applied in marketing and
market research to segment and understand consumer behavior based on psychographic characteristics.
Here are some key applications of VALS for our brand. This framework can be applied to our
handmade soap consumers to identify and understand their psychographic characteristics.

1. Innovators:
- Values: Strive for originality and uniqueness.
- Attitudes: Open to experimenting with novel and handmade goods.
- Lifestyles: Forward-thinking individuals who value unique and imaginative handcrafted soaps.
2. Thinkers:
- Values: Consider usefulness, dependability, and quality.
- Attitudes: Conscientious and thoughtful customers who appreciate their soap's natural,
thoroughly investigated ingredients.

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- Lifestyles: Frequently health-conscious, they Favor goods that are consistent with their morals
and ideologies.
3. Achievers:
- Values: Motivated by achievement and success.
- Attitudes: Prefer respected brands; considers high-end or luxurious handmade soap options.
- Lifestyles: Professionals with hectic schedules looking for effective and efficient personal care
products.
4. Experiencers:
- Values: Excitation and variety are important to thrill-seekers.
- Attitudes: Willing to experiment with various fragrances, textures, and special recipes for
handmade soaps.
- Lifestyles: People who lead active lives and see taking care of themselves as a sensory
experience.
5. Believers:
- Values: Their decisions are influenced by conservative and traditional values.
- Attitudes: Prefer handmade brands; might be drawn to natural or organic handmade soaps with
a touch of tradition.
- Lifestyles: People who prioritize their families and look for goods that reflect their moral
principles.
6. Strives:
- Values: Driven by achievement through more restrained means.
- Attitudes: Search for high-quality goods, sometimes they pay more for quality goods.
- Lifestyles: Consumers on a tight budget looking for products that improve their appearance.

Chapter: 3.5 – Story Telling Approach

Mr. Alam is a government employee. He has two daughters, Salma and Borsha aged 21 and 18
respectively. Both of them uses regular soaps. Salma, the elder of the two, recently had skin problems
from using those products filled with chemical ingredients as she has sensitive skin. Her doctors
suggested her to use environment friendly handmade soaps for her sensitive skin. Mr. Alam thinks it’s
quite illogical to buy different kinds of soaps for her two daughters. Hence, he decided to switch to
Earth Essence, the ultimate handmade soap produced with natural and ecofriendly ingredients only.

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Chapter: 4.0 – Brand Positioning

The positioning is the fight to gain a place on the ladder of the mind of consumer. Communicating is
the best way to get a place on that ladder. How can our brand position itself? Let's have a look into it.
To gain a place in the mind of a consumer, we have to find creneau in the market of the designated
product. In this case, the handmade soap market in Bangladesh is the field of competition. How could
we position our brand Earth Essence in this category?
To answer that, we can start with saying, in Bangladesh, the handmade soap sector is full of
opportunities, as no other competitor brands focuses only on producing handmade soap. As our brand
is not the market leader in this category, we can follow a few steps to get the preferred position that we
desire for our brand Earth Essence.

# USP - (Unique Selling Proposition)

Too many choices is not good for making decisions from a consumer's point of view. But in regard to
handmade soap, there is not many options at the disposal of a consumer. The USP gives a special
reason to the customers which leads to the purchase of the product. Also moving the mass million is a
trait that needs to be focused on more so than usual.

Skin-Friendly Formulas: Our brand is thoughtfully formulated for all skin types, our soaps prioritize
nourishment and gentle cleansing, leaving the skin of consumers feeling refreshed and revitalized.
Now the question is, how to gain the mind of consumer in numbers? At this stage, we will use the
strategies given below.

Attributes - This is the part where benefit of consumption is talked about. In this case, we can say
that the consumers will know how the product is made. Since our product is made with a unique
feature of using all the non-chemical superior natural ingredients, we can create a position in the mind
of our target consumer.

Statement - Lastly, we know that statements are made to generate focus toward the brands
exclusively. For our brand Earth Essence, we can promote our brand by advertising it as the first brand
which has the focus only on producing handmade soaps. Unlike other competitors in the market who
uses handmade soap as another line of product in their brand. So, when it comes to organic,
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ecofriendly, and natural touch of handmade soaps, Earth Essence is the one and only brand.
 MKT416 - Brand Management

Chapter: 5.0 – Brand development

Brand development is basically a strategic process of creating and enhancing a brand's identity,
positioning, messaging, and overall experience to recall the brand name, build recognition, trust, and
loyalty among the target audience. It involves elements such as logo, Slogan, Jingle, positioning,
messaging, target audience definition, and maintaining consistency across various touchpoints.
Successful brand development contributes to a positive brand image and long-term success in the
market.

Chapter: 5.1 – Brand Name

Our brand name is “EARTH ESSENCE”. It is memorable, and relatable with the products work.

Chapter: 5.2 – Brand Color

Our brand contains three colors. 80% covers Rosy Brown, 15% covers Grey Cloud and 5% covers
Vanilla Ice color. But in our logo our prime color is Rosy Brown. This Rosy Brown color brings to
mind traditional values of loyalty, love for a lifetime, and inner beauty. Using a rosy, brown color
scheme for your business means that you're old-fashioned in a good way. Grey color express attributes
like mystery, authority, sophistication, intellect, strength, and maturity.

Chapter: 5.3 – Style & Design

● Simple & Memorable
● The soap bars come in various colors, textures, and scents,
such as lavender and vanilla.
● The soap logo and design convey a sense of natural, organic,
and eco-friendly products.
● The soap logo style and design are modern and minimalist
design.
● The soap bars are rectangular in shape and have a label on them that matches the logo.
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Chapter: 5.4 – Brand Logo

Whereas our logo is a ‘Wordmark’. A wordmark is basically a logo that consists primarily of text,
often stylized, or designed in a unique way, old-fashioned in a good way. The brand identity is crafted
around earthy tones, simple and
clear typography, subtle visuals,
and a minimalist approach.
White indicates purity, innocence, simplicity, and cleanliness. As a result, all of these covers our core
branding concept. While our logo may not incorporate the traditional green color associated with
organic and natural products, our design is a consider and thoughtful choice that reflects the distinctive
qualities of our brand. Rosy Brown, the primary color of our logo, symbolizes the natural and earthy
elements that are integral to our soap's formulation. We believe in standing out the showcasing our
commitment to authenticity in a way that resonates with our audience.

Chapter: 5.5 – Brand Character

Earth Essence is a brand of natural soap, inspired by the incomparable beauty
and wealth of nature. The brand crafts each soap with love and respect for the
environment, providing its customers with a way to transform their daily self-
care ritual into a true pleasure. The brand identity concept is built on natural
hues, clean and straightforward typography, delicate imagery, and minimalism.
All of these elements align with Earth Essence's core values: naturalness, and
care. The Earth Essence is an invitation to discover true purity and natural
beauty, while remaining true to the values of sustainability and quality.

Chapter: 5.6 – Brand Tagline & Slogan

We have decided to set our brand slogan that is “Handmade Love of Nature”. It’s a sharp way to
convey the brand’s commitment to natural and organic ingredients. It suggests that the soap is made
from the finest natural ingredients, which are gentle on the skin and environmentally friendly. The
slogan also implies that the soap is luxurious and indulgent, making every shower or bath a spa-like
experience.
The slogan “Handmade Love of Nature” is a clever way to convey the brand's commitment to natural
and organic ingredients. It suggests that the soap is made from the finest natural ingredients, which are
gentle on the skin and environmentally friendly. The slogan also implies that the soap is

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luxurious and indulgent, making every shower or bath a spa-like experience.

The slogan relates to nature and organism in the following ways:
"Earth Essence: Our soaps are meticulously crafted by hand, embodying a genuine affection for
nature's bountiful elements, ensuring a cleansing experience that echoes the true essence of love for
our nature.

Chapter: 5.7 – Brand Jingle

“EARTH ESSENCE - The soap that cares, made with love and natural flares.” If I explain the Brand Jingle than
it is,

● The first part, “EARTH ESSENCE”, is the name of the soap brand. It suggests that the soap is
derived from the earth and has a natural quality.
● The second part, “The soap that cares”, implies that the soap is gentle on the skin and the
environment. It also creates a sense of trust and loyalty between the brand and the customers.
● The third part, “Made with love and natural flares”, emphasizes the hand made and organic
aspects of the soap. It also uses rhyme and alliteration to make the jingle catchy and memorable.
The word “flares” could refer to the different colors and fragrances of the soap, or to the energy
and passion of the soap makers.

Chapter: 5.8 – Brand Packaging

We are trying to make our packaging like Eco-Friendly material, Organic shapes, Various color related
with flavor and Minimalistic labeling.

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• Eco-friendly materials: Consider using materials that are

eco-friendly, recyclable, made from recycled items. Examples
of eco-friendly soap packaging include holster-style soap
packaging, fabric pouches, and small boxes made of recycled
paper or cardboard.
• Organic shapes: Use shapes that are wavy, flowy to
communicate a sense of realness, handmade quality, and
natural ingredients. We are using patterns or colors that reflect
the earthy and organic nature of our soap, such as leaves,
flowers, or fruits.
• Minimalistic labeling: Keeping our labeling simple and
elegant, with a clear and catchy brand name, a brief
description of the soap type or scent, and a logo or icon that represents our brand identity. We are
also using eco-friendly stickers or labels made of paper, fabric, or wax.

Chapter: 6.0 – Pricing Strategy

Below is the pricing strategy in Earth Essence marketing strategy:
Earth Essence is such a product that targets an average class of people and a wide range of potential
customers. It is highly beneficial, and it is created basically as an affordable glamorous soap. Earth
Essence focuses on competitive advantage so that they can retain their position in the market and for
this reason, we wisely set their prices. This is further gained by being a mass manufacturer which has
resulted in attaining economies of scale. The first-mover advantage that Earth Essence had has evolved
in its being a market operator in Bangladesh. Thus, the pricing strategy of Earth Essence has occupied
the brand to keep its position as a market operator.
Primarily, we would like to launch our brand which will consist of 2 Variants at first. The pricing of
first 2 variants is given below.
Some pricing list of Earth Essence soap in Bangladesh is given below:
Products Quantity Price
Neem Handmade Soap 125gm BDT 205
Saffron Handmade Soap 125gm BDT 270

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 MKT416 - Brand Management

Based on consumer feedback, if we find that the market is responding positively and we are getting positive
feedback, gradually we will launch some more variants in the market for our product. The pricing for those are
given below.
Products Quantity Price
Rainbow Handmade Soap 100gm BDT 195
Aloe Vera Handmade Soap 100gm BDT 205
Coffee Handmade Soap 100gm BDT 205
Lavender Handmade Soap 125gm BDT 250

Chapter: 7.0 – Distribution Strategy

There will be a huge distribution channel of Earth Essence. The company will have three warehouses.
These distributors will distribute these products all over Bangladesh to a large number of retailers. The
Urban, semi-urban, and middle or average people will be the main targets of Earth Essence as noted
earlier. In the recent era, we predict that Earth Essence will get huge response because of its different
flavor, combination, exclusive quality, and most importantly availability of its products. As its
distribution channel is easy people or their target customers will easily get the products.

Distribution channel of Earth Essence is given below by flow table:

Producer Consumer

Producer Retailer Consumer

Producer Wholesaler Retailer Consumer

Chapter: 8.0 – Leveraging Secondary Brand

Association
For our new brand Earth Essence, we have to choose leveraging secondary brand association very
carefully since we have very limited resources. We might take several segments. Our brand could be
linked to other entities which may convey meaning to consumers. Below we have given possible
leveraging secondary brand association for our brand Earth Essence.

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 MKT416 - Brand Management

• Firstly, under the category of Places, we will choose channel of distribution. Channel
distribution affects brand equity directly. The reason is retail stores are linked here with the
customers association. Product quality, service, all of these categories have their own brand
image in the consumer’s mind. We will store our product in well-known super shops such as
Agora, Shawapno, Unimart to increase brand awareness as these shops have individual brand
equity that might help to generate more customer-oriented leverage for our brand.
• Under the category of things, we are going to use events. As it is very important to use events
properly, we would likely choose any beauty contest or something similar for our brand to be
associated with. Something like Miss Universe Bangladesh is a prime example that how we
could make our brand associated with the event and improve the brand image and strength
drastically.
• Lastly under the category of other brands, we will choose Ingredient Branding. As our main
strength is the unique and natural ingredients, we use to create the product of our brand Earth
Essence, consumers first will have to understand the superiority of the ingredients. We have to
convince them that the competitive advantage we are providing just with this unique feature.
Through this type of branding, we will be able to position our brand in the mind of the target
consumers and create even better equity for our brand.

As our brand is a new brand, we can't possibly use all of the functions of leveraging secondary brand
association. But will try to engage even more once our brand starts to get bigger in the market.

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CONCLUSION
In wrapping up, Earth Essence's move into fragrance soap is a smart response to a good opportunity.
We've checked the market, saw people want eco-friendly and nice-smelling products, and noticed
there's room for us.

Looking at who we're selling to and what they like, we're all set to connect with our customers on a
personal level. Our brand, from the name to the packaging, is designed to stand out and appeal to those
who care about organic and natural living.
We've got a solid plan for pricing and getting our products out there. Plus, teaming up with like-
minded partners helps us spread our message of sustainability even further.

In a nutshell, Earth Essence is excited to bring a fresh, eco-friendly, and aromatic touch to the soap
scene. We're confident that our values will shine through, making a positive impact on consumers and
setting a new standard for mindful living.

---The End---

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