Bangladesh’s Dynamic Toilet Soap Market: The Case of Keya

The case study focuses on one of the oldest local soap companies in Bangladesh, Keya Cosmetics Ltd. It portrays the toilet soap market and elaborates on the national and international soap companies operating in the country. Despite the global shift in purchase patterns towards liquid and gel soaps, many Bangladeshis (particularly of the lower socio-economic classes) still prefer the traditional bar soaps for all kinds of cleansing needs. The study specifically highlights the above the line (ATL) and below the line (BTL) strategies used by the brand Keya. The ATL strategies are then further broken down to a number of different channels being used such as television commercials (TVCs) and sponsorships followed by BTL strategies consisting of the usage of social media to reach its customers. Thereby, in order to maintain a balance between adjusting to the modern-day trends as well as preserving the Bangladeshi consumer base, Keya Cosmetics must scrutinize the current market and formulate the best possible market strategy for the upcoming years. The case study sheds light on the needs of the diverse market and brand issues as well as the future scopes of the toilet soap market