In November 1980, Zulfeqar Industries for the manufacturing and marketing of toilet and laundry soaps. Pakistani soap market is most attractive for the MNC’s and local brands and it has been segmented on the basis of price as premium, popular and discounted. There are many brands in the soap segment such as peer and other mainly targeted to premium segment. In 1969 Capri was launched with box packing and yellow colour and targeted in the segment of premium. Capri positioning was luxurious, family soap at that time and hence successful. In 1980s new concept of introduction of natural ingredients in the soap was introduced, this concept was also successful in the market at that time. The communication problem arose due to lack of interest and for that purpose Capri classic was introduced in 1990 with advertisement campaign. In 2000 when they repositioned their brand from previous to over all skin care to and to beauty by targeting young generation. Variants of the brand introduced in 2007 and got second in the premium segment with market share of almost 46 to 50tpercent.In 2008 fierce competition stats among Capri, Lux and other imported brands with make the market grow.

Majority of customer in the soap market are quality conscious they seek the quality first as this is the matter of their beauty. The Zulfeqar Industries and brand manager use different positioning and product innovation strategies for making the Capri brand grow against their competitors. Initially Capri was positioned as a luxury family soap. It was being marketed as a beauty soap which will give benefit to the beauty of the family. After that they have change the product by different variants by seeking continuous change and updates in the customers changing needs.