Galineum counters the growing threats from sulfur based bar soap labels that increasingly sophisticated, and Galineum has stepped up their product development program plan with Belsoap brand re-launch, by focusing on benefit and convenience: anti bacterial, anti fungus, anti germs, moisturizing, and deodorizing properties offered in well fragrances with more attributes. Moreover, the increasing trend toward added-value products has also boosted market value.

The primary strategy should focus on creating strong brand name awareness, consolidate brand loyalty, and thereby increase sales of their products through advertising. Building cost-effective well-established brands could be achieved by eliminating inefficient promotion costs and closely monitoring competitor's list price as well as potential cannibalization by volume control analysis for optimum profit margin and return on investment.

In developing its potential for growth, it is considered to gain on both ways: by selling more through an expansion of their market into more households (transforming a niche market into a need market creating demand), and through the increase in the frequency of product use.

From the study, it could finally identify some combining possibility for Galineum to gain additional credibility in local markets within its marketing mix strategy as total consumer integrated solution as follow:



* Product (Customer Solution): availability for economic shape and size bar soap between 75 to 80 grams as Health Family Anti-Germ (Anti- Fungus). Quality Level development of eco-friendly products using natural ingredients and more value added Packaging is prominent factor contributing to success in sales of bar soap serves: to attract consumers, value-attributes delivering media and protect the soap.



* Price (Customer Cost): provide market consumer price competitiveness capability around Rp.1700. - to per bar soap considering its huge available market potential by combination of both weight and price per gram options with maintain similar gross margin and well accepted Cost of Good Sold.



* Place aud Distribution (Convenience): establish Key Account Management using Special Channel Developer as direct consumer contact strategy that collaborates with local distributors/wholesalers, to consolidate brand availability, display, awareness, loyalty and thereby increase sales of the products. The commercial and social marketing, including consumer education as combination capabilities, could be built as resources base to gain both important public health objective as well as corporate goals to achieve minimum 30% unit growth of JF Sulfur's total volume.



* Promotion (Communication): grow market credibility and build tacit endorsement for the product through strategy to extend or consolidate their health promotional brand positioning in market. The activity undertaken by professional bodies and/or organizations creating public awareness: focus on lower part of body health hazards with "Soap Saver" economic value and other comfort attributes.

Galineum might be able to capitalize its professional ready team as people asset of main drivers for consumer perception alteration in most of the rural market, on the strength of direct consumer contact for potential target segmentation and outlets in new market penetration.

Looking ahead, competition is likely to be based around' price and reliability of supply of a quality product. However to optimize its potential measurement, the market testing should be conducted soon as incomes might be increased, consumers are possible to trade up to more expensive types of soap.



Research Location : PT. Galenium Pharmasia Laboratories

Supervisor : L.I.A. Mudzaffar Daud

Accepted : 14 February 2007



Confidential until february 2012