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JULY 2022 SEMESTER – ASSIGNMENT QUESTIONS
Digital Marketing Strategy 2M – A2 Assignment – Final individual assignment
Assignment Instructions:
Assignment Reference
Due Date
Word count (if applicable)
Weighting
File Format
Submission Details
DMS/StudentNumber/Jul22/A2
31 August 2022
3000 words +/- 10%
60% of the overall course grade
MS Word or PDF
Blackboard – instructions provided on Blackboard
Assignment task:
Think about digital marketing activities in relation to your own organisation or another
organisation of your choice. This could be a real organisation that you work for or have
worked for in the past or it could be a new business idea that you would like to develop
– your own start-up! Key to selecting a good organisation is that you are interested in
what they do or how they do their current marketing and that you could help them to
improve their current practices. It can be an individual – for example, you can use your
personal branding online as a case study, if you are operating as a sole trader or
freelancer. For example, if you are a freelance management consultant and would like
to project yourself more professionally online you could use this report to develop your
personal Digital Marketing Strategy.
Introduce the organisation and its business model using one of the products or
services which lends itself to digital marketing activities. For an existing organisation review its operations; if you are using a start-up – review operation of a competitor;
and propose a new digital marketing strategy for your organisation. For this strategy,
outline a buyer persona – based on secondary research where possible. Propose the
key components of digital marketing strategy using the Buyer Persona Spring notation.
Outline the process you would take to implement this strategy using a realistic Gantt
Chart and Risk Assessment. Based on your buyer persona insights review the
Business Model Canvas and if necessary show how you would change the current
business model to introduce more customer centricity. Feel free to make assumptions,
such as costs where needed, and state these in the appendix as required.
Report formatting:
ï‚· For your word count do not include text in tables, appendix, images and
references
ï‚· Text in tables should be brief and relevant to the table purpose
ï‚· Submitted in MS Word readable format online
ï‚· Using Times New Roman or Arial font, 12pt, 1.5 line spacing.
See assessment criteria below to guide your word count allocation towards individual
sections and what is expected inside each one of them:
Page 1 of 10
JULY 2022 SEMESTER – ASSIGNMENT QUESTIONS
Project Assessment Criteria
Section
Marks
Criteria
Buyer Persona
20
A detailed and well researched buyer persona as well as
the buyer persona are documented. Provided all aspects
of information needed to structure digital marketing
communications with this target audience. For example,
it should include a PESTEL analysis, list of keywords,
channels and content needs.
Business
Model Canvas
10
The logical flow of the value proposition and the
customer segment link are clearly captured and
presented using the correct notation
Buyer Persona
Spring
20
Logically linked to the buyer persona and the business
model canvas. Strategic highlight of the Business
objective, buyer persona, content, channels, data and
realistic milestones for strategy implementation. Clear
examples of content for the touchpoints of the customer
journey.
Gantt Chart
10
A comprehensive set of tasks and activities which will
allow a reasonable implementation of the digital
marketing strategy.
Risk
assessment
10
A comprehensive set of potential risks and how these
can be managed or mitigated is recorded and a
reasonable estimation of their occurrence is made.
Formatting
and
presentation
10
Clarity and quality of the report document as well as
visual aids.
Scholarship
20
Use of relevant supporting academic and industry
sources justifying the proposed strategic choices made.
And the following project marking rubric
Page 2 of 10
JULY 2022 SEMESTER – ASSIGNMENT QUESTIONS
Rubric
Buyer
Persona
Business
Model
Canvas
Fail –
Compensatable Fail
Pass
Merit
Distinction
below 40
40 – 49
50 – 59
60 – 69
70+
(Under 8)
(9-10)
(11 – 12)
(13-14)
(15-20)
Your work demonstrates
insufficient knowledge and
skills in the use of buyer
persona notation. This is
either missing or is mainly
incorrectly and many of the
aspects are missing.
Your work demonstrates
insufficient knowledge and
skills in the use of
Your work is good.
Your work is very good.
Your work is excellent.
The notation is used
correctly and all of the
aspects are present.
The content provided is
based on primary and
secondary evidence and
offers a very good degree
of verification. Evidence of
primary data gathering,
analysis and use for
formulating buyer persona
is of very good quality.
The content provided is based
on primary and secondary
evidence and offers an
excellent degree of
verification. Evidence of
primary data gathering,
analysis and use for
formulating buyer persona is
of excellent quality.
The content is very helpful
in shaping a digital
marketing strategy and
implementation, offering
answers for all of the
relevant components of
the buyer persona spring.
The content is excellent in
shaping a digital marketing
strategy and implementation,
offering answers for all of the
relevant components of the
buyer persona spring.
The content provided is
primarily based on
assumptions and does not
offer a any degree of
verification in case of data
driven buyer persona.
buyer persona notation.
This is either missing or is
mainly incorrect.
The content provided is
primarily based on evidence
and does offer a good
degree of verification.
The content provided is
primarily based on
assumptions and does not
offer a high degree of
verification in case of data
driven buyer persona.
The content is helpful in
shaping a digital marketing
strategy and
implementation, offering
good answers for most of
the relevant components of
the buyer persona spring.
The content is not helpful in
shaping a digital marketing
strategy and implementation.
There are no answers for any
of the components of the
buyer persona spring.
The content is not helpful in
shaping a digital marketing
strategy and
implementation. There are
some answers for some of
the components of the
buyer persona spring.
(0-4)
(5)
(6)
(7)
(8 -10)
Your work demonstrates
insufficient knowledge and
skills in the use of
Your work demonstrates
insufficient knowledge and
skills in the use of
Your work is good.
Your work is very good.
Your work is excellent.
All building blocks are
completed well.
All building blocks are
completed very well.
All building blocks are
completed excellently.
Business model Canvas.
Business model Canvas
The content of individual
building blocks offers well
The content of individual
building blocks offers very
The content of individual
building blocks offers
Page 3 of 10
JULY 2022 SEMESTER – ASSIGNMENT QUESTIONS
Buyer
Persona
Spring
The content of individual
building blocks is missing or
does not have a logical
relation value proposition
nor the buyer persona.
The content of individual
building blocks does not
have a logical relation value
proposition nor the buyer
persona.
linked logical relation to
value proposition and buyer
persona.
logical relation to value
proposition and buyer
persona.
excellent logical relation to
value proposition and buyer
persona.
Most of the evidence is
based on primary or
secondary research offering
good degree of verification.
All content is based on
primary and secondary
research offering very
good degree of
verification.
All content is based on
primary and secondary
research offering excellent
degree of verification.
There are a number of logical
gaps and unrealistic
assumptions.
There are a number of
logical gaps and unrealistic
assumptions
(0-8)
(9-10)
(11-12)
(13-14)
(15-20)
Your work demonstrates
insufficient knowledge and
skills in the use of buyer
persona spring.
Your work demonstrates
insufficient knowledge and
skills in the use of buyer
persona spring.
Your work is good.
Your work is very good.
Your work is excellent.
The notation is not fully used.
There is too little or too much
information which does not
allow operational decisions in
relation to digital marketing
strategy implementation.
The notation is used with
many errors. There is too
little or too much
information which does not
allow operational decisions
in relation to digital
marketing strategy
implementation.
The notation is used
correctly. There is good
level of information which
does allow most operational
decisions in relation to
digital marketing strategy
implementation.
The notation is used
correctly. There is a very
good level of information
which guides all
operational decisions in
relation to digital
marketing strategy
implementation.
The notation is used correctly.
There is an excellent level of
information which guides all
operational decisions in
relation to digital marketing
strategy implementation.
There is a no logical integrity
with the business model and
/ or the buyer persona.
Examples of content to
illustrate strategy
implementation are not
present or are inconsistent
with the strategy and do not
illustrate stages of
engagement.
There is a no logical integrity
with the business model and
/ or the buyer persona.
Examples of content to
illustrate strategy
implementation are not
consistent with the strategy
and do not illustrate stages
of engagement and they
There is a good level of
logical integrity with the
business model and the
buyer persona.
Examples of content to
illustrate strategy
implementation are mainly
consistent with the strategy
and illustrate well all the
stages of engagement as
well as several good quality
artefacts.
Page 4 of 10
There is a very good
logical integrity with the
business model and the
buyer persona.
Examples of content to
illustrate strategy
implementation are fully
consistent with the
strategy and illustrate very
good all stages of
engagement as well as
being very well illustrated
There is an excellent logical
integrity with the business
model and the buyer persona.
Examples of content to
illustrate strategy
implementation are fully
consistent with the strategy
and illustrate excellently all
stages of engagement as well
as being excellently illustrated
through multiple high quality
artefact examples.
JULY 2022 SEMESTER – ASSIGNMENT QUESTIONS
comprise of limited quality
artefacts.
Gantt Chart
(0-4)
(5)
(6)
(6)
(8 – 10)
Your work demonstrates
insufficient knowledge and
skills in the use of Gantt
Chart.
Your work demonstrates
insufficient knowledge and
skills in the use of Gantt
Chart.
Your work is good.
Your work is very good.
Your work is excellent.
You are missing most of the
key activities from your buyer
persona spring, missing key
stages and assumes
unreasonable method for
strategy implementation.
You are missing some of the
key activities from your
buyer persona spring,
missing key stages and
assumes unreasonable
method for strategy
implementation.
It outlines all reasonable
activities with all key stages
and assumes appropriate
method for strategy
implementation.
It outlines all reasonable
activities with all key
stages and assumes
appropriate method for
strategy implementation.
Outlines all reasonable
activities with all key stages
and assumes appropriate
method for strategy
implementation.
There is a good
consideration of
dependencies and
precedence.
There is a very good
consideration of
dependencies and
precedence.
There is an excellent level of
consideration of
dependencies and
precedence.
There is a good link between
the buyer persona spring
and the activities allocated.
There is a very good link
between the buyer
persona spring and the
activities allocated.
Use of advanced appropriate
tools to create the content.
There is no consideration of
dependencies and
precedence.
There are no links between
the buyer persona spring and
the activities allocated.
Risk
assessment
through multiple high
quality artefact examples.
There is little consideration
of dependencies and
precedence.
There are no logical links
between the buyer persona
spring and the activities
allocated.
Good use of appropriate
tools to create the content.
Very good use of
appropriate tools to create
the content.
There is an excellent logical
link between the buyer
persona spring and the
activities allocated.
(0-4)
(5)
(6)
(7)
(8 – 10)
Your work demonstrates
insufficient knowledge and
skills in the use of Risk
assessment.
Your work demonstrates
insufficient knowledge and
skills in the use of Risk
assessment.
Your work is good.
Your work is very good.
Your work is excellent.
No reasonable risks are
identified with some of the
unreasonable management,
No reasonable risks are
identified with some of the
unreasonable management,
Good list of most of the
reasonable risks and
identifies most of the
reasonable management,
Very good list of most of
the reasonable risks and
identifies most of the
reasonable management,
Excellent list of the
reasonable risks and identifies
all of the reasonable
management, monitoring and
mitigation activities.
Page 5 of 10
JULY 2022 SEMESTER – ASSIGNMENT QUESTIONS
monitoring and/or mitigation
activities.
monitoring and/or
mitigation activities.
monitoring and mitigation
activities.
monitoring and mitigation
activities.
Good visual representation,
for example using Red,
Green and Amber notation
to highlight the significance
of individual activities for
communicating risk.
Very good visual
representation, for
example using Red, Green
and Amber notation to
highlight the significance
of individual activities for
communicating risk.
Use of an appropriate tool
to create the table
Formatting
and
presentation
Use of an appropriate tool
to create the table
Excellent visual
representation, for example
using Red, Green and Amber
notation to highlight the
significance of individual
activities for communicating
risk.
Excellent use of advanced
appropriate tools to create
the content.
Makes excellent overall
assessment in relation to the
viability of the strategy
implementation.
(0-4)
(5)
(6)
(7)
(8-10)
You should present and
structure your arguments
better and make sure that
they are substantiated. You
should seek to undertake, or
demonstrate that you have
undertaken, an independent
review of literature.
You also need to achieve
greater analytical depth and
take fuller account of
opposing viewpoints or
evidence in order to provide
more substantial,
comprehensive and
nuanced support for your
argument.
Your work is good.
Your work is very good.
Your work is excellent.
You could also improve the
presentation, consistency
and format of your citations
and reference list.
Your reference list is
consistently presented
and appears complete.
Excellent attention to detail,
formatting an presentation of
your project materials.
No clear formatting of your
project materials presented
from problem to the
developed solution.
Good attention to
formatting an presentation
of your project materials.
Insufficient attention to
formatting an presentation
of your project materials.
Page 6 of 10
Very good attention to
formatting an
presentation of your
project materials.
JULY 2022 SEMESTER – ASSIGNMENT QUESTIONS
Scholarship
(under 8)
(9-10)
(11-12)
(13-14)
(15-20)
Missing and inaccurate use of
sources, citation and
references used
demonstrates insufficient
knowledge and skills in the
specific topic area and does
not merit a pass mark. Your
citations demonstrate some
awareness of the topic,
although it is a frequently an
incoherent, or irrelevant,
response. To improve future
marks you should improve
your awareness of the
appropriate principles,
theories, evidence and
techniques and engage more
critically with them.
Insufficient use of sources,
proper citation and
references used
demonstrates insufficient
knowledge and skills in the
specific topic area and does
not merit a pass mark. It
shows a basic level of
knowledge and
understanding of literature.
To achieve a higher mark
you need to make sure that
all your points are coherent
and fully supported with
data or evidence from the
literature.
Good use of sources, proper
citation and references used
is good and of sufficient
quality to be awarded a pass
mark. Your use of citations
is competent and coherent.
To improve future marks
you could integrate a wider
range of sources and seek to
demonstrate a more
integrated understanding of
the subject and possible
opposing viewpoints in your
analysis.
Very good use of sources,
proper citation and
references used is very
good and of sufficient
quality to be awarded a
merit mark. Your
references are sound and
well-considered. To
improve future marks you
could integrate a wider
range of sources and/or
deepen your analysis. You
may also need to develop
weaker parts of your
argument and/or its
presentation, ensuring
that you have identified
and addressed key
opposing viewpoints or
evidence.
Excellent use of sources,
proper citation and
references used is excellent
and of sufficient quality to be
awarded a lower-range
distinction mark. You
demonstrate a detailed level
of understanding of this topic.
To improve future marks you
should attempt to identify any
weaker literature and/or its
presentation, ensure you
have addressed opposing
viewpoints or evidence
decisively, and consider
extending the range and use
of supporting resources even
further.
Page 7 of 10
JULY 2022 SEMESTER – ASSIGNMENT QUESTIONS
Please see below the Intended Learning Outcomes (ILOs) and corresponding links
to this assignment
Category of
outcome
Students should be able to:
ï‚· L1: Demonstrate critical
awareness in developing
digital marketing strategy
using the components of
Buyer Persona Spring
Knowledge
ï‚· L2: Critically discuss the
and
latest digital marketing
understanding
trends and strategies
Intellectual
skills
ï‚· L3: Understand how to
analyse and discuss
digital marketing strategy
related concepts
ï‚· L4: Critically evaluate
digital marketing related
data sets and develop
data driven decision
making
ï‚· L5: Apply digital
marketing strategy theory
in a practical context
ï‚· L6: Demonstrate ability to
acquire and synthesise
digital communications
Practical skills
related data sets
ï‚· L7: Improve oral and
written communication
skills and increase the
use of digital content in
these where relevant
Page 8 of 10
Links to assessment
L1 – Develop a buyer persona spring
(core logic underlying their digital
marketing strategy) and critically
discuss its composition.
L2 – Provide external environment
analysis as well as competitor audit
highlighting the latest trends and
strategies used by others. The risk
assessment requires a critical
awareness of potential challenges and
how to overcome these.
L3 – Understand and apply concepts of
a buyer persona, keyword research,
Search Engine Optimisation, Website
audit, content audit, and netnography
to the case.
L4 – Use tools such as Google Ads
keyword research, Dragon metrics,
Google Analytics, and SEMrush to aid
your critical evaluation and acquisition
of primary data for analysis and
evaluation.
L5 – Use live data through several
different tools where possible.
L6 – Use of multiple primary data
sources such as keyword research and
netnography is encouraged and
integrated into evaluation and
scholarship grades.
L7 – Prepare a well-structured
strategy report document.
JULY 2022 SEMESTER – ASSIGNMENT QUESTIONS
Transferable
skills and
personal
qualities
ï‚· L8: Application of
strategic and operational
planning for both
organisations and
personal time
management
ï‚· L9: Develop and practice
action learning as a
principle for continuous
professional
development as well as a
concept for other
management activities
within and organisation
ï‚· L10: Digital awareness
and digital
communication skills
Page 9 of 10
L8 – Integrate Gantt Chart and Risk
assessment elements.
L9 – You are encouraged to integrate
the action learning cycles in your
strategy implementation and Gantt
charts.
L10 – Create or re-use digital artefacts
where possible to illustrate digital
awareness and samples of good digital
communication skills.
JULY 2022 SEMESTER – ASSIGNMENT QUESTIONS
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Page 10 of 10
SAFONE CASE
Digital Marketing Strategy
Group 3- FSMR
Mochamad Faridz Rachman
Jaeyeon Baik
Yunyun Wang
Salman Aldubaiban
Contents
1.
INTRODUCTION
2
1.1.
Company Overview
2
1.2.
Industry overview
3
1.3.
PESTEL Analysis
3
1.4.
Problem
4
1.5.
Proposed Solution
4
2.
BUYER PERSONA
5
2.1.
Profile
5
2.2.
Preferred Channel
6
2.3.
Pain points
6
2.4.
Trust points
6
2.5.
Keyword analysis
7
3.
Competitor analysis
8
4.
BUSINESS MODEL CANVAS
9
5.
BUYER PERSONA SPRING
10
5.1.
Business Objective
10
5.2.
Customer Journey Map
10
5.2.1.
Stimulus
10
5.2.1.1.
Channel
10
5.2.1.2.
Content
10
5.2.1.3.
Strategic keywords Phrases
11
5.2.1.4.
Data/KPIs
11
5.2.2.
ZMOT
11
5.2.2.1.
Channel
11
5.2.2.2.
Content
11
5.2.2.3.
Strategic keywords Phrases
11
5.2.2.4.
Data/KPIs
11
5.2.3.
FMOT
12
5.2.3.1.
Channel
12
5.2.3.2.
Content
12
5.2.3.3.
Strategic keywords Phrases
12
5.2.3.4.
Data/KPIs
12
5.2.4.
SMOT
12
5.2.4.1.
Channel
12
5.2.4.2.
Content
12
5.2.4.3.
Strategic keywords Phrases
12
5.2.4.4.
Data/KPIs
12
5.3.
Buyer Persona Pain/Trust Touchpoints
13
5.4.
Content samples
13
5.4.1.
Image Content (for Instagram feed, facebook page, facebook feed)
13
5.4.2.
Image with direct click to shop (carousel ads, etc)
14
5.4.3.
KOL Image content
14
5.4.4.
KOL video content
14
5.4.5.
Video content – Environmental campaign (Slideshow, feed)
15
5.4.6.
Video content – Tutorial
15
6.
STRATEGY ANALYSIS
16
6.1.
Content Audit Analysis
16
6.2.
SEO Strategy
17
6.3.
SMO Strategy
18
6.4.
Strategy Implementation and Gantt Chart
20
7.
RISK ASSESSMENT
21
7.1.
Internal Risk
21
7.2.
External Risk
21
7.3.
Ongoing Risk Management
22
8.
CONCLUSION
22
REFERENCE
24
APPENDICES
25
1.
INTRODUCTION
1.1. Company Overview
As an environmentally conscious, innovative personal care beauty brand which created
with high quality natural derived active ingredients and no water, SAFONE aims to be a 100%
zero waste beauty brand. Their brand name comes from Italian word for soap as “SAFONE”
but with an “F” for fragrance. One of the features of SAFONE brand is that it uses its natural
The Covid-19 pandemic has heightened consumer concerns towards health and wellness. This
has created an even stronger connection between health and beauty. For instance, ingestible
beauty (such as powders and pills offering long-term benefits for skin, hair and nails) is
becoming a popular trend in Asia. Their products range covers soap (for 3 personal cleansing),
solid care (for body moisturizing, hair conditioning), and solid fragrance. Soap is the main
products of SAFONE. Now, SAFONE has 16 single soap products which can be used for our
face, body, hair and even for children by selecting the most safe, mild, natural and efficacious
ingredients.
1.2. Industry overview
Recent three years, due to Covid-19 pandemic ,more and more consumers keen on buying
natural and recyclable beauty and personal care products.
With the rise demands of healthy and environmental-friendly beauty and personal care,
plenty of brands emphasize that “feeling good means looking good” and highlight the
importance of preventative beauty and personal care. With health and wellness remaining top
priorities, beauty brands are launching new ranges of products with “waterless” beauty and
natural ingredients.
Safone always follows three values: no water during production; no
plastic during production and packaging and Using only sustainable and natural ingredients
and has accelerated its development to provide customers with more high-quality products.
1.3. PESTEL Analysis
• Political Factor
− Flexibility and openness for business investor, due to the autonomy granted to the
seven emirates, which allow them to be more flexible in terms of regulation and
protection.
− A strategic country with strong international relations in both the private and
government sectors.
− Some political conflict with neighbor countries over ownership of oil and/or land
reserves.
• Economic Factor
− The 5th largest economy in the Middle East with US$501 billion of GDP
− Dubai is one of the cities in the world with highest purchasing power (14th rank)
− Located in the centre of the Middle East, Dubai is a famous tourist city facing the Persian
Gulf, and also the most populous city in the United Arab Emirates.
•
Social Factor
− The standard of living and lifestyle of the community is relatively high due to the
high average income of the community.
− The cultural mix is generated by a large number of immigrants from all over the
world to the UAE for business and leisure.
− Despite a more liberal style compared to some other Arab countries, the influence
of religion is still quite strong there, which affects the style of dress and so forth.
• Technological Factor
− The demographic condition of the UAE community, which is increasingly
dominated by young people, who are generally technology literate, opens up
opportunities for technology-based companies to develop business in the region.
− Abundant resources allow the UAE to carry out massive development for the
progress of its country, not least in the technology sector.
• Environmental Factor
− “Dubai can”, sustainable development initiative, aiming to encourage people to
change to a simple lifestyle and stimulate mass action.
− The Dubai 2040 urban master plan will further strengthen the city’s sustainable and
diversified development plan.
− 6th Rank in the world for largest share of online shoppers buying eco-friendly and
sustainable products
• Legal Factor
The implementation of a legal system that adopts a mixture of sharia laws and civil law so far
has been going well in UAE and has never encountered significant difficulties in its
enforcement.
1.4. Problem
SAFONE has launched some initial markets in North America in 2021 for 10 months. Due to
a lack of knowledge of the market and consumers and the commitment and experience of the
partners, the brand failed in entering the market. As a result, our client needs to explore some
new market which is potential and suitable for its development. After lots of invaluable
research, our team recommends our client consider a new market—-Dubai.
1.5.
Proposed Solution
Figure 1. Share of online shoppers buying eco-friendly and sustainable products
worldwide in 2021
Located in the center of the Middle East, Dubai is a famous tourist city facing the Persian Gulf,
and also the most populous city in the United Arab Emirates. According to the statistics, the
current population of Dubai is over 3.5million, and 90% is multinationalism. Every year, there
are over 7.5million tourists who go there. With the continuous development and innovation of
the tourism industry, Dubai has launched a series of major initiatives to meet the needs of the
new generation of tourists seeking sustainable destinations. In February 2022, crown prince of
Dubai and chairman of the Executive Committee of the Dubai government, Hamdan launched
the groundbreaking “Dubai can” sustainable development initiative, aiming to encourage
people to change to a simple lifestyle and stimulate mass action. In short, Dubai is very suitable
to be chosen as the main market for SAFONE, in the perspective of population, tourists and
sustainable development policies.
In addition, Dubai has lots of high-end luxury hotels and well-known shopping malls. there is
also a large number of opportunities to seek plenty of possible partnerships.
The business objective of our program is to launch Dubai market, expanding SAFONE
internationally. In addition, developing an Initial digital marketing strategy for penetration of
this market.
Our main business model is B2C, because we mainly establish contact and business
cooperation with customers through social media and sales channels. Of course, we also have
some partners, such as high-end hotels and shopping malls, but also through these partners, we
can expand the customer base and reach out to a wider range of potential customers.
2.
BUYER PERSONA
2.1. Profile
According to the EY report in The EY Future Consumer Index in 2021, 62% of the global
millennial generation recommend eco-friendly and sustainable products rather than non-eco
products.
The same report also indicates that Gen Z and Millennials are much more likely to prefer a
sustainable lifestyle, like using public transport, organic and vegan diets, etc. They also tend to
disseminate information about eco-friendly and ethical products to their colleagues and family.
Generation Z and millennials are predictably going to be the primary target group for the
sustainable products market by 2025 due to the advancement of these generations into more
senior job positions, which will improve their earning potential and make them a potential
target group for firms interested in marketing environmentally friendly products (Statista,
2021).
This is our basis for determining the most relevant target market for Safone products: the
Generation Z and Millennial women groups, especially those currently 19 – 35 years old, as
these groups have the largest opportunity to put interest into sustainable products, especially
personal care products.
The level of education is also an important determinant that could lead someone’s behaviour
and the decision to a greener life. This resonated with Takemoto (2011) opined that in order to
ensure a sustainable future, people of all ages and all walks of life need to start thinking and
acting more responsibly towards our environment. But it is impossible to ask this of anyone
without first making sure that people understand a right choice from a wrong choice and that
they have the information and skills needed to follow through on whatever choice they make.
Education is the answer. It is transformative. Providing the right information and education can
change people’s values and behaviours, encouraging them to adopt more sustainable lifestyles.
It can also break the cycle of poverty, malnutrition and disease that affects so many worldwide.
Therefore, we choose a young professional woman as our buyer persona. We illustrate her as
a young professional woman named Latifa, a 24-years old single woman who lives in urban
area and works for an energy company in Dubai. She started working in the company 2 years
ago, right away after she graduated from university. Her highly educated background and
environment make her a self-conscious person who aspires to a high quality of life. It means
making an impact on the environment or even the world she lives in whilst still being able to
enjoy life.
Driven by her thought of a perfect world, she always tries to find a way to fulfil her happiness
in a way that does not bring harm to the globe. She likes to travel. She can be either a gadabout,
hodophile, or thalassophile. She loves online shopping, especially for ethical trade products.
She wants to live a healthy but pleasant life at the same time.
2.2. Preferred Channel
98.98% of UAE people are actively using social media platforms. They averagely spent at least
almost 3 hours of their time per day on Social media. Global Media Insight (2022) revealed
that YouTube is the most popular media platform with 7.89 million users in UAE (87.4%),
while Facebook (7.85 million – 79%) and Instagram (6.67 million – 67.1%) are positioned in
the second and third respectively.
As described in the competitor analysis (Appendix H), all competitor companies use social
media to campaign their products. Accordingly, we recap some media channels we think have
great opportunities to support Safone’s campaign. We chose YouTube and Instagram as the
main channels considering their widespread users worldwide, including in the UAE, and also
the effectiveness of video format content to convey one’s message.
In addition, the increasing number of TikTok and Snapchat users in the Middle East and Gulf
countries make these two social media channels highly potential channels to help Safone
increase its brand awareness, popularity, and broad audience understanding of Safone products.
2.3. Pain points
We compiled some pain points for the persona based on review analysis of the user of similar
products, as follow:
1.
2.
3.
4.
5.
6.
7.
New brands that are less recognised.
Personal care products that have no proven efficacy
Bad impact of the product on the user’s body, e.g. to sensitive or particular type of skins
or hairs.
Personal care products with greenwashing practice
Unworthy products with higher price than general type soap
Lack of clarity of the products information in the packaging or any touchpoints channel.
Redundancy or complexity in the purchase process
2.4. Trust points
The perceived solution to the above pain points for the buyer persona is provided below:
1.
2.
3.
4.
5.
6.
Effective and engaging campaign to convince the new audiences.
More clarity on product functionality and common effect on the users, along with safety
or healthy certification from the relevant trustworthy organisation.
Provide the link to current research or evidence of the safety or efficacy of the products.
More information about the product, its sustainable or ethical characteristics (organic,
natural, eco-friendly, vegan, or halal), and evidence, if possible.
Proper explanation about the higher cost of production to create more value.
Clear guidelines on the website or social media channel about how to access or purchase
the product, along with the product catalogue.
2.5. Keyword analysis
Using the Google Ads – Keyword Plan, we identified at least 450 words that are closely
relevant with Safone’s products. We narrowed down the list by choosing the top 10 keywords
based on their average monthly searches and then analysing their relevance, specificity,
popularity, and level of competition, as seen in Appendix G.
From the analysis we conclude that these below keywords should work well to help the success
of Safone’s campaign.
1. 100 natural soap bar
2. organic soap bar
3. ethique shampoo bar
4. eco friendly soap
5. shampoo soap bar
6. organic body wash
7. natural soap base
8. natural organic soap
9. zero waste soap
10. sustainable soap
From the above keywords, the forecasting analysis of google ads-keyword plan shows that
“organic body wash” generate the most clicks and impressions. However, there are 3 keywords
that are not produce any click or impression, i.e. “100 natural soap bar”, “ethique shampoo
bar”, and “zero waste soap”. Consequently, we remove these phrases from the list for the
keyword plan to minimise the cost.
Following the above, the forecast indicates that at least 56 clicks and 603 points of impression
can be earned for £180 of cost and with a £20 average daily budget.
Therefore, we suggest the use of below list as primary keywords to support Safone in
conducting its campaign.
1.
2.
3.
4.
5.
6.
7.
organic soap bar
eco friendly soap
shampoo soap bar
organic body wash
natural soap base
natural organic soap
sustainable soap
3.
Competitor analysis
Business consultant Josh Rovner suggested nine steps for competitive analysis in Unbreak the
System: Diagnosing and Curing the Ten Critical Flaws in Your Company (Rovner, 2020).
The nine steps he suggested are below.
•
•
•
•
•
•
•
•
•
Identify the products or services you want to evaluate.
Seek direct competitors.
Pinpoint indirect competitors.
Examine replacement competitors.
Determine which parts of your competitors’ businesses are worth investigating.
Research all identified competitors.
Document your research in a written analysis.
Identify areas to improve and execute the changes.
Track your results.
We needed to find a competitor focusing on online marketing, which will be the main
marketing method for B2C business, with the main keywords of our products being “organic,
good for the planet, and fragrant”.
We first found information on Dubai soap from a large general shopping mall site in Dubai and
a Dubai souvenir information site written by travellers who have travelled to Dubai from other
countries.
With this, we initially set up 23 competitors. Among them, companies that are not focusing on
online marketing channels, focusing on B2B business, or whose main products are not soap
were excluded. As a result, Alchimia Soap, CeraVe, Bedu, Glossier, Good Molecules, Khadi
Natural, Salt & Crystal, Spongelle, and Upfill were excluded from the list of competitors.
Furthermore, Camel Soap Factory, Cleancult, Lush, L’OCCITANE, and Himalaya were set as
competitors. We researched their online marketing activities on the official website, Facebook,
Instagram, Twitter, YouTube, Pinterest, TikTok, and Linked.
Next, we needed to understand which of the many online channels to focus on as well as
consumer behaviour in Dubai. According to the data on the UAE’s popular social media
platform to which Dubai belongs, YouTube, which is used by 87.4% of all Internet users in the
UAE, followed by Facebook, which is used by 81.6% of users, and 77.5% of users. Instagram
is used, and 59.7% use TikTok (Global Media Insight (GMI), 2022).
Lush and L’OCCITANE already have high brand awareness, so they were able to capture a lot
of users with a very small number of posts. In particular, in 2021 Lush declared that it would
take a hiatus from Facebook, Instagram, TikTok and Snapchat until it was confirmed that they
provided a safe environment, and despite deleting the post (The Guardian, 2022), 645K
followers still unfollowed. By not doing so, we can indirectly know that we have a high
customer fan base, and this is something our company should also aim for.
In short, Lush and L’Occitane, which have already been endured through trial and error, refer
to the contents. Also, other competitors plan to analyse communication with consumers and
frequency of posting and reflect them in their marketing strategies.
4.
BUSINESS MODEL CANVAS
The Business Model Canvas was developed by the Swiss business model guru Alexander
Osterwalder and Management Information Systems professor Yves Pigneur.
In considering the business model for the new project, which is to expand Safone soap to Dubai,
it is suitable for understanding the necessary elements, their relationships and the overall
picture.
The business canvas can be divided into the following major zones: create value, deliver value
and capture value zone. As for the value of the product, “what can we deliver to the customer?”
The left-hand side can be divided into business activities and costs, while the right-hand side
can be divided into customer situations and income streams.
The diagram below will be the business canvas of our business.
While considering the KA, we found that we lacked the resources for marketing channels in
Dubai, where we are developing our new business. In order to develop this efficiently, we also
envisaged offline-to-online marketing and added offline resellers as key partners.
We also identified the customer segments primarily as young women as presented by the client.
Next, the country is characterised by a tourism industry that accounts for 5% of the total
industry turnover and is visited by 7.5m tourists per year. Furthermore, 90% of the population
is multinational.
The value propositions for these customer segments are organic, which is gentle on the skin
and can be used by all ages, which is in line with consumers (Deloitte, 2022), who have become
more aware of sustainability in the wake of Covid-19. The fragrance was considered one of the
strengths of Safone products compared to the soaps of others with weaker scents.
We are considering doing online and offline marketing to these targets.
In addition, we envisage a loyalty programme for the best-performing distributors in order to
increase sales.
Thus, by using Business Model Canvas, we were able to organise the overall picture of our
business, understand our advantages and weaknesses, and find out what value we can offer.
Figure 2: Competiron Analysis
5.
BUYER PERSONA SPRING
5.1. Business Objective
• To increase the visibility on SERP by being in the first page of Google’s SERP for
the strategic keywords
• To increase the online sales by 40%
5.2. Customer Journey Map
5.2.1. Stimulus
5.2.1.1. Channel
• YouTube: Target audiences (TA) noticed product information from influencer
channel videos and some advertising content (skippable video ads or overlay
ads)
• Facebook: Target audiences are attracted by video/photo content of KOLs or
video content ads (use boosted posts, page likes ads, dynamic ads, etc.).
• Instagram: Target audiences get enticed by the teaser from influencers or some
video, carousel, or image ads. Ads should use the targeting feature of
Instagram to reach users in particular geographical areas or people with a
specific interest.
• TikTok or Snapchat: Target audiences found a tips feed video in
TikTok/Snapchat.
5.2.1.2. Content
1. Environmental awareness campaign
2. Product information ads
3. Healthy or ethical lifestyle tips
4. KOL’s product review
5. KOC’s product review
5.2.1.3. Strategic keywords Phrases
1. eco friendly soap
2. shampoo soap bar
3. organic body wash
4. natural soap base
5. natural organic soap
6. sustainable soap
5.2.1.4. Data/KPIs
1. Number of video views
2. Number of likes
3. Number of shares
4. Visibility for given
5. keywords
6. Buzz indicators (web
7. mentions)
5.2.2. ZMOT
5.2.2.1. Channel
The target audience will seek more information about the product by visiting the
review site, comparison site, or the website of the product in question to obtain
certainty about product quality and the correctness of the eco-friendly/zero
waste/green product label through reviews and testimonials from previous users.
• TA Review site (www.reviewae.com; www.feedback.ae)
• Comparison
Site
(www.gobazzar.com;
www.arabianbusiness.com;
www.yaoota.com; www.yallacompare.com)
Relevant website (Safone’s website)
5.2.2.2. Content
1. KOL review to the products
2. Product comparison with similar products
5.2.2.3. Strategic keywords Phrases
1. ‘Eco friendly shampoo bar efficacy’
2. ‘Natural organic soap for sensitive skin’
3. ‘organic soap bar benefit’
4. ‘best eco friendly soap bar’
5.2.2.4. Data/KPIs
1. Bounce rate
2. Efficiency of website navigation
3. High quality and persona-relevant website data
5.2.3. FMOT
5.2.3.1. Channel
Other than via Safone’s website, the product will be available in several leading
market places in the UAE such as Amazon and Noon.com.
5.2.3.2. Content
1. Purchasing guidance
2. Payment options
3. Delivery process
4. Marketplace/e-commerce for product
5. Product pictures
6. Product usage tips and tutorial
5.2.3.3. Strategic keywords Phrases
1. ‘where to buy safone soap’
2. ‘safone store’
3. ‘safone shop’
4. ‘buy safone soap’
5.2.3.4. Data/KPIs
1. Conversion rates (from visitor to buyer)
2. Abandoned shopping carts
3. Sales figures
5.2.4. SMOT
5.2.4.1. Channel
The impression from users of their experience using the product in the past becomes
the driving force for the emergence of a desire to provide a review or rating, both
positive and negative. And in order to amplify this desire, marketers can use the lure of
discount promos or bonuses on their next purchase. Safone can use the chat feature in
the Amazon platform or email to provide the coupon.
5.2.4.2. Content
In Safone’s case, some maintenance tips content could also be useful to keep the
attractiveness of the products.
5.2.4.3. Strategic keywords Phrases
1. ‘Review of Safone soap bar’
2. ‘Review of Safone shampoo bar’
3. ‘Review of Safone shop’
4. ‘keep skin and hair healthy with Safone’
5.2.4.4. Data/KPIs
1. ‘Repeat visits’
2. ‘Number of positive reviews’
3. ‘Size of active customer database’
5.3. Buyer Persona Pain/Trust Touchpoints
See point 2.3 and 2.4 above
5.4. Content samples
5.4.1. Image Content (for Instagram feed, facebook page, facebook feed)
5.4.2. Image with direct click to shop (carousel ads, etc)
5.4.3. KOL Image content
5.4.4. KOL video content
Please double click icon below.
Video content Bar
Shampoo.mp4
5.4.5. Video content – Environmental campaign (Slideshow, feed)
Please double click icon below.
Video
content_no_plastic_campaign.mp4
5.4.6. Video content – Tutorial
Please double click icon below.
Video
content_tutorial video.mp4
6.
STRATEGY ANALYSIS
6.1. Content Audit Analysis
Our content audit analysis evaluates existing content based on certain criteria.
There are various methods for content audit analysis; however, in Safone’s case, there
are some obstacles where data is not available because the website in question is not
yet publicly available in the target location, Dubai.
We also tried to analyze data from a Chinese website, www.dragonmetrics.com, but
only 13 keywords were used from organic, which represents more than 60% of site
traffic, and no other data could be extracted (See appendix **).
Therefore, they would use a variety of essential and supporting information from
competitors’ websites to build a new website. A brief description of how to analyse a
content audit is given below.
In general, content audit anlaysis is carried out in the following steps.
3.1.1. Assessing the current state of content
3.1.2. Content performance assessment
3.1.3. Content quality assessment
3.1.4. Improvement of content; determination of future direction
First, identify the page title, URL, date updated and assumed persona.
If there is a lot of content, you may only want to evaluate the main content, e.g. the top
10.
Secondly, consider whether each piece of content is performing as targeted.
The main routes of traffic to the site are Organic, referral from external links and onreferral from bookmarks etc. social network. From social networks fall into the category
of referral.
Previously, the appropriate keywords we have assumed are below.
organic soap bar, eco friendly soap, shampoo soap bar, organic body wash, natural soap
base, natural organic soap, sustainable soap
Tracking data on accesses to the top page and subpages using these keywords. Tracking
not only accesses, but also which page they moved to from the first visited page, bounce
rate and Pages Per Session data.
By doing so, it is necessary to verify from three perspectives: did people enter the site
as intended, did they transition as intended after coming into contact with the content,
and was the content read properly?
The third step is to evaluate the content. It is necessary to determine and evaluate the
indicators of tone and voice, readability, legibility and understandability. In conjunction
with this, a site audit can also be carried out to help with the internal measures of the
site. For Safone, a site audit result could be obtained at https://www.semrush.com (See
figure 3).
Finally, the priority and urgency of the improvement points should be determined, and
improvements made. The important part here is to remember to keep improving.
Figure 3: Site Audit for Safone
6.2. SEO Strategy
6.2.1. High quality content
Original content, information accurate, actionable, 1,500+words, fluff-free
6.2.2. On-page optimisation
The following areas must be set up properly. Keyword research, keyword
placement, title such as H1 tag, title tag, headings such as H2 tag, organise
information hierarchy, meta description, image (alt text with keyword), links
(high-quality
of
external
links,
internal
links,
anchor
text).
6.2.3. Off-page optimisation
Off-page factors optimisation is primarily about increasing links. The best way to
do this is for users to increase their own links, but companies can also take an
active role. On Social media, where it is easy to spread the word, you can work
with a giveaway campaign for users who re-post.
We also put information on competitor sites in Semrush and take backlinks
information. One of the ways to do this is to extract a list sorted by active and
send them a product and make a counteroffer to write about it.
â–ª
The Accounts Dept – First-class UK Qualified Chartered Accountancy firm based
in Dubai
www.theaccountsdept.me
â–ª
Recommended Souvenirs from Abu Dhabi and Dubai – Records for Travelholic Who
Wants
to
Visit
All
Countries
(Japanese
site)
kilatravelholic.hatenablog.com/entry/2018/04/16/232355
9 camel products that are gaining popularity in the Arab world
www.thenationalnews.com/lifestyle/wellbeing/9-camel-products-that-are-gainingpopularity-in-the-arab-world-1.42952
5
Admirable
Beauty
Brands
You
Didn’t
Know
Existed
womansguideme.com.dream.website/5-admirable-beauty-brands-you-didnt-knowexisted/
â–ª
â–ª
6.2.4. Technical optimisation
We have to check passes page speed test using https://pagespeed.web.dev/,
mobile friendly, indexed
6.3. SMO Strategy
This is also a four-part strategy. We will assume that there are no existing accounts and that
you are opening a new one. Each channel will have a different name but will be a common
part.
6.3.1. High quality content
Include a good profile picture and company description. The summary should include the
message to the target and our target keywords. The summary should also include a hashtag for
social media where the hashtag function works such as #organincsoap, #shampoosoap and
#naturalsoap.
6.3.2. On-page optimisation
The Vanity URL and page name should be the brand name or main product name and
should be clear and concise. We used safone.ae as an example.
As for the content, we find the right way through error and try, for example, post frequency,
volume, which assets to post (images, video, text type), etc.
6.3.3. Off-page factors optimisation
Connect to your buyer personas, group such as Ad Beauty in Dubai (Makeup /
Hairstyling; https://www.facebook.com/groups/Beautydubai) influencers.
6.3.4. Technical optimisation
Duplicate content on the Official web site not to post, for example, because search
engines get confused and reduce the quality of the content.
The following SMO was created using the example of a Facebook page, which is the
second most used page in Dubai (See figure 4).
We need to keep evaluating and improving our results.
Figure 4: Image of Facebook page for Safone in Dubai
6.4. Strategy Implementation and Gantt Chart
Based on the business development plan so far, a Gantt chart is drawn to visualise the business
process as a bar chart with processes and deadlines for each task. Using this chart, we can
remove ambiguity from the project process and make it more productive.
We follow a holistic approach in strategy implementation, which is to identify a target market,
develop an online/offline marketing strategy, design and produce, launch and connect, deliver
& convert, and divide into five broad categories.
6.4.1. Identify the target market
This stage can be divided into research and meetings with clients.
Meeting with clients regularly, conducting interviews and making plans need to occur at a high
frequency. Therefore, in the beginning, more meetings are conducted. During the research, it
is necessary to search for markets and competitors and to prepare materials for strategy
formulation.
6.4.2. Online/ offline marketing strategy
At this stage, it is necessary to formulate strategies for SEO, social media marketing as well as
offline marketing and content creation. In social marketing, it is also necessary to decide which
channels to utilise and how (e.g. age group, use – for short-term promotions such as events,
etc.). How often to post and other strategies should be considered as well.
Finally, in offline marketing, as mentioned in the business model canvas, the plan is to sign up
distributors who are active in the Dubai market and do offline-to-online marketing. Because of
this, it is necessary to develop a strategy to penetrate the target offline channels.
6.4.3. Designing and producing
The next step is the action to implement the strategy established in the previous step. Here, the
actions required to implement the strategy are written down and arranged in chronological
order.
However, from this step until the deliver & convert step, the action learning cycle such as planact-observe-reflect is repeated, so the line is drawn by scheduling until the end of this project.
6.4.4. Launch and connect
The step of securing leads begins with marketing. We will launch the social media channel, the
strategy for which will have already been established.
6.4.5. Deliver & convert
Finally, after doing all the marketing, we can track performance. After we look at the results,
evaluate the ROI, and make the next plans for improvement. Based on the findings here, we
can then go to step 3, which is to design and produce steps, modify our actions and keep
improving.
7.
RISK ASSESSMENT
In the process of entering new markets and expanding new businesses, enterprises often face
natural disasters, accidents and other risks. Therefore, it is of great significance for enterprises
to make a good risk assessment, early warning and emergency response mechanism in advance.
This paper mainly analyzes and explains Safone’s Dubai market expansion strategy from
internal and external risks.
7.1. Internal Risk
Quality problems caused by improper storage:Solid soap is one of the main products of
Safone. The environment for storing solid soap needs to meet certain temperature and humidity
conditions. Dubai is located in the tropical region and has a typical desert climate. It is a port
city with high temperature all the year round and high humidity. Therefore, there are certain
challenges for the storage of solid soap. Safone needs to choose a good storage environment to
reduce the damage to products.
Package damage:Safone products do not use plastic, and most of them are processed into
packaging with recycled paper. If the cartons are improperly packaged, they are easy to be
damaged, and indirectly affect the product quality. Therefore, it is very important to pay
attention to packaging quality.
Damage during transportation:
Safone’s main products are solid soap, most of which are paper packaging.
Products of online shopping are easily damaged due to collision, dampness and other reasons
during transportation. Therefore, proper transportation is an important step to ensure product
quality.
7.2. External Risk
Negative comments from users of social media and sales channels:
Social media and sales channels have a lot of consumer feedback which is very valuable
information. However, consumer evaluation is very subjective, some are not true, and some
are negative. Safone should set the customer service department to conduct comprehensive
communication and guidance with consumers who released negative information, provide
good after-sales service for consumers,
reduce negative information and establish a good image.
Vicious competition of competitors, such as price war:
Competitors are inevitable threats in the process of brand development. Under normal
circumstances, the market competitiveness of enterprises can be maintained by virtue of good
product quality, service and brand image. However, in case of vicious competition from
competitors, such as price war, the brand needs to be able to maintain its own product quality,
cultivate the loyalty of consumers and promote the development of the brand with some
promotion.
Negative evaluation of traditional media:Negative comments from traditional media, such
as fashion magazines and beauty TV programs. These media keep
a lot of information in the field of body care and soap bar, and they also have
highly prestige among consumers. If they do not recognize the brand of Safone, they may
sometimes have some negative information. Therefore, the brand should interact with the
media more, establish smooth communication, and establish a healthy and upward brand
image.
7.3. Ongoing Risk Management
For Safone, it is very important to do a good job in crisis management, mainly in the following
aspects: first, establish a special brand public relations department, do a good job in writing
and advertising, daily maintain the relationship with various traditional media and social media,
and establish a good external image of the enterprise; Secondly, set a special customer service
department to provide after-sales service for consumers, solve customer problems in a timely
manner, and leave an excellent reputation for the enterprise; In addition, do a good job in
storage, transportation, and other works to maintain product quality and maintain product
competitiveness.
8.
CONCLUSION
So far, we have set Dubai as the country in which to sell Organic, sustainable Soap products
and considered how to develop them in the Dubai market. Even a good product will not sell
without marketing.
So firstly, we set the buyer persona as a young single woman and predicted the behavioural
trends of the buyer. In line with this, we analysed the competition penetrating the Dubai
market, developed SEO and SMO strategies and sought effective promotion methods.
In Dubai, you are launching a product from an unknown brand, and while risk assessment
may exceed your expectations, we believe that continued trial and error will lead to
successful business development in Dubai.
REFERENCE
Deloitte 2022. How consumers are embracing sustainability [online] Available at:
[Accessed 7 August 2022].
Economy of the United Arab Emirates [online] Available at:
[Accessed 7
August 2022].
Ernst & Young 2021. The CEO Imperative: Make sustainability accessible to the consumer
[online] Available at: [Accessed 7 August 2022].
Global Media Insight (GMI) – Dubai Digital Interactive Agency. UAE SOCIAL MEDIA
STATISTICS 2022. [online] Available at: [Accessed 7 August 2022].
Rovner, J. (2020). Unbreak the System: Diagnosing and Curing the Ten Critical Flaws in
Your Company. Lioncrest Publishing.
Statista 2021. Gen Z and Millennials – The generational gap in sustainable consumption
[online] Available at: [Accessed 7 August 2022].
The 2022 Beauty Trends Report: US & APAC
The Guardian 2022. Lush quits Facebook, Instagram, TikTok and Snapchat over safety
concerns. [online] Available at: [Accessed 7 August 2022].
United Nations University 2011. Education is the Answer to Sustainable Development
[online] Available at: [Accessed 7 August 2022].
APPENDICES
Appendix A
APPENDIX B
SOURCE: Mckinsey analysis based on mckinsey global institute macroeconomic scenarios,
euromonitor, npd, nielsen, iri, amazon stackline and publicly reported company financials
APPENDIX C
APPENDIX D
APPENDIX E
Keyword Analysis – Google Ads
Keywords
Top Top
of
of
Avg. Three
Competition
YoY
page page
Currency monthly month
Competition (indexed
change
bid
bid
searches change
value)
(low (high
range) range)
shampoo soap
bar
GBP
organic body
wash
GBP
natural soap
base
GBP
natural organic
soap
GBP
zero waste soap GBP
sustainable soap GBP
organic soap
bar
GBP
100 natural
soap bar
GBP
ethique
shampoo bar
GBP
eco friendly
soap
GBP
100 natural
soap base
GBP
100 percent
natural soap
GBP
all natural bar
soap
GBP
men’s bar soap GBP
all natural
organic soap
GBP
all natural soap GBP
the soap bar
GBP
all natural soap
for men
GBP
all natural soap
for women
GBP
best organic
body wash
GBP
50
0%
0%
High
100
0.12
2.57
50
0%
0%
High
100
0.16
1.22
50
0%
0%
High
100
0.17
1.03
50
50
50
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Unknown
0
0%
0%
Unknown
0
0%
0%
Unknown
0
0%
0%
Unknown
0
0%
-100%
Unknown
0
0
0
0%
0%
0%
0%
0%
0%
Unknown
Unknown
Unknown
0
0%
0%
Unknown
0
0%
0%
Unknown
0
0
0%
0%
0%
0%
Unknown
Unknown
0
0%
0%
Unknown
natural soap
company
shampoo bar
GBP
natural soap
industry
GBP
herbal organic
soap
GBP
vegan shampoo
soap bar
GBP
natural soap
labels
GBP
natural soap
market
GBP
best soap bar
shampoo
GBP
bar soap more
environmentally
friendly
GBP
natural soap
online shop
GBP
natural soap
saver
GBP
using bar soap
to wash hair
GBP
natural soap
store near me
GBP
organic bar
soap brands
GBP
natural soap
with essential
oils
GBP
top rated
organic body
wash
GBP
natural soaps
and bath
products
GBP
natural soaps
online
GBP
buy organic
soap base
GBP
pure & natural
bar soap
GBP
pure and natural
bar soap
GBP
0
0%
0%
Unknown
0
0%
0%
Unknown
0
0%
-100%
Unknown
0
0%
0%
Unknown
0
0%
0%
Unknown
0
0%
0%
Unknown
0
0%
0%
Unknown
0
0%
0%
Unknown
0
0%
0%
Unknown
0
0%
0%
Unknown
0
0%
0%
Unknown
0
0%
0%
Unknown
0
0%
0%
Unknown
0
0%
0%
Unknown
0
0%
0%
Unknown
0
0%
0%
Unknown
0
0%
0%
Unknown
0
0%
0%
Unknown
0
0%
0%
Unknown
0
0%
0%
Unknown
the soap bar
organics
GBP
pure natural
soap bars
GBP
simply natural
soap
GBP
the sustainable
way soap
GBP
100 percent
organic body
wash
GBP
soaps are 100
biodegradable GBP
soaps are
biodegradable GBP
the natural soap
company
shampoo bar
GBP
healthy organic
body wash
GBP
top 10 natural
soaps
GBP
women’s natural
soap
GBP
natural soap
good for skin
GBP
all natural bar
soap for men
GBP
all natural bars
of soap
GBP
all natural body
bar soap
GBP
green soap
shampoo bar
GBP
ethical soap
bars
GBP
best eco
friendly bar
soap
GBP
zero waste body
soap
GBP
best sustainable
body wash
GBP
0
0%
0%
Unknown
0
0%
0%
Unknown
0
0%
0%
Unknown
0
0%
0%
Unknown
0
0%
0%
Unknown
0
0%
0%
Unknown
0
0%
0%
Unknown
0
0%
0%
Unknown
0
0%
0%
Unknown
0
0%
0%
Unknown
0
0%
0%
Unknown
0
0%
0%
Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown
shampoo bar of
soap
GBP
all natural
men’s bar soap GBP
all natural
organic bar
soap
GBP
men’s organic
bar soap
GBP
all natural
organic body
wash
GBP
waste free soap GBP
eco friendly
soap saver
GBP
sustainable soap
company
GBP
plastic free
body soap
GBP
plastic free bar
soap
GBP
low waste hand
soap
GBP
environmentally
friendly body
soap
GBP
all natural soap
products
GBP
all natural soap
store
GBP
nature clean bar
soap
GBP
best zero waste
body wash
GBP
all natural soap
store near me
GBP
bar soap all
natural
GBP
bar soap all
natural
handcrafted bar
soap
GBP
bar soap eco
friendly
GBP


Unknown


Unknown


Unknown


Unknown


Unknown
Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown
best all natural
men’s bar soap GBP
best all natural
organic body
wash
GBP
best
environmentally
friendly body
wash
GBP
body wash
environmentally
friendly
GBP
best all natural
soap brands
GBP
soap zero waste GBP
best all natural
soap for men
GBP
best all natural
soap for women GBP
best
biodegradable
bar soap
GBP
best
biodegradable
soap and
shampoo
GBP
eco friendly
body wash bar GBP
best
biodegradable
soap for
backpacking
GBP
eco friendly
shower soap
GBP
best sustainable
soap
GBP
best men’s all
natural soap
GBP
shampoo and
body bar soap GBP
best natural face
wash bar
GBP
environmentally
safe body wash GBP


Unknown


Unknown


Unknown


Unknown


Unknown
Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown
best natural
men’s bar soap GBP
biodegradable
bar soap brands GBP
best bar soap
without
chemicals
GBP
biodegradable
shower soap
GBP
environmentally
friendly soap
bars
GBP
biodegradable
soap for
backpacking
GBP
most eco
friendly soap
GBP
biodegradable
soap for
outdoor shower GBP
biodegradable
soap near me
GBP
biodegradable
soap sheets
GBP
best sustainable
bar soap
GBP
low waste soap GBP
cedar natural
soap
GBP
local natural
soap
GBP
organic body
wash women
GBP
manly natural
soap
GBP
men’s all
natural bar soap GBP
men’s all
natural body
soap
GBP
most
environmentally
friendly soap
GBP
organic body
wash near me GBP


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown
Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown
all organic soap GBP
men’s bar soap
natural
GBP
best
environmentally
friendly soap
GBP
nature clean
soap bar
GBP
bar soap zero
waste
GBP
men’s natural
body soap
GBP
best plastic free
soap
GBP
organic soap
fragrance
GBP
all organic body
wash
GBP
natural bar soap
ingredients
GBP
natural bar soap
men
GBP
natural body
wash bar
GBP
natural brand
soap
GBP
natural face bar GBP
organic vegan
bar soap
GBP
natural face
wash bar
GBP
zero plastic
soap
GBP
natural
hypoallergenic
body wash
GBP
natural manly
soap
GBP
natural men’s
soap bars
GBP
natural non
toxic body
wash
GBP


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown
Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown


Unknown
natural soap
bars for men
GBP
the best natural
hand soap
GBP
natural soap
makers near me GBP
natural soap
pouch
GBP
eco safe soap
GBP
natural soap
saver bag
GBP
eco friendly
body wash and
shampoo
GBP
natural soap set GBP
natural soap
women
GBP
natural womens
soap
GBP
shampoo bar
soap for natural
hair
GBP
environmentally
friendly
camping soap GBP
the all natural
soap company GBP
women’s all
natural bar soap GBP
women’s all
natural soap
GBP
organic bar
soap shampoo GBP
women’s natural
bar soap
GBP
sustainable soap
shop
GBP


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APPENDIX F
Keyword Plan
APPENDIX G
Keyword Analysis
Relevance
Specificity
Popularity
Competition
Total sum each
keyword
1 shampoo soap bar
2
2
3
2
9
2 organic body wash
2
2
3
2
9
3 natural soap base
2
2
3
2
9
4 natural organic soap
2
2
3
2
9
5 zero waste soap
2
2
3
2
9
6 sustainable soap
3
1
3
2
9
7 organic soap bar
3
3
3
2
11
8 100 natural soap bar
3
3
3
3
12
9 ethique shampoo bar
2
3
3
2
10
10 eco friendly soap
3
2
3
2
10
No
Keywords
APPENDIX H
Business Model Canvas
APPENDIX I
Customer Journey Map
APPENDIX J
Buyer Persona Spring

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