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Le Sancy Case

Le Sancy soap failed due to wrong product positioning. It focused solely on its unique curved shape and long-lasting qualities rather than core consumer benefits like skin care, beauty, and hygiene. This was a case of "marketing myopia" where the company only considered what consumers said they wanted rather than their actual needs. Had they positioned Le Sancy around health, cleanliness, and other soap benefits like competitors, it may have been more successful.

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Sahil Ahammed
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1K views

Le Sancy Case

Le Sancy soap failed due to wrong product positioning. It focused solely on its unique curved shape and long-lasting qualities rather than core consumer benefits like skin care, beauty, and hygiene. This was a case of "marketing myopia" where the company only considered what consumers said they wanted rather than their actual needs. Had they positioned Le Sancy around health, cleanliness, and other soap benefits like competitors, it may have been more successful.

Uploaded by

Sahil Ahammed
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Question -1

What went wrong for Le Sancy?


Le Sancy, it was a curiously shaped soap that was covered in more or less every
magazine in the 1990’s. Although it was backed by great advertisement which also
won the best advertisement award, it did not eventually lead to product success.
The product failed mainly due to its wrong positioning. It was positioned as ‘the
long lasting soap’ which is clear by the advertisements takeaway line which goes
as-
“Is duniya mein jahan kuch nahi chalta. yahan shukr hai Le Sancy toh hai. Le
Sancy: shandaar quality jo khoob chale, chalti jaye.”
The long lasting benefit can be an add-on benefit for the consumers but not the
core benefit which is skin care, beauty etc. Even though the advertisement was
bang on, it became another case of marketing myopia. They considered what the
consumers claimed they wanted, but the researchers forgot what the consumers
needed. When all other soap brands were focusing on health, beauty, hygiene,
cleanliness etc., Le Sancy solely focused on its unique shape and its long lasting
feature.

Question -2
Is it a case of marketing myopia?
Marketing myopia is the failure and narrow-minded approach of marketing
management of a company which only focuses on certain attributes of the product
while completely ignoring the long term goals such as product quality, consumer
needs, demand and satisfaction. Now, was Le Sancy soap a case of marketing
myopia? Yes, it was, as it only focused on it unique shape rather than focusing on
actual benefit for consumers such as hygiene, beauty etc., The positioning of Le
Sancy soap was very weak. It promised good quality and durability, but what
actual benefit was it to the consumer? What would using it result to? The offering
was not at all appealing. It sought differentiation only on the basis of its boat
shape. Companies sometimes invest too heavily in points of difference that can be
easily copied. The consumers did not want to purchase product which they had no
actual need for. Although viewers loved the advertisement which was brilliantly
executed they went for other soap brands which focused and offered consumers
with actual benefits such as cleanliness, hygiene, wellness, beauty, etc.

Question -3
If you were in charge of launching and promoting Le Sancy, what steps you would
have taken in terms of consumer perception?

The first step which I would have taken, and which should have been taken, had I
been in charge of launching and promoting Le Sancy is to focus and highlight the
other actual benefits which the soap offers to its consumers. Benefits or features
such as fragrance, composition, ingredients, beauty and health benefits, etc, were
ignored. The long lasting benefit and unique shape could have been an add-on
benefit but not the core benefits.
In terms of packaging, the package of the soap could have been changed. Due to its
unique shape, the product had a different packaging, which often used to get
damaged during transportation.
Other than these, the advertisement was brilliantly composed and executed. The
dancing kid added the initial appeal to the viewers, the music was very catchy.
Moreover, many people could relate to the advertisement as most Indian mothers
do shout at their children to take bath. The background settings also suggested that
the product was a premium item as the family featured therein was one too.

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