Lifebuoy Soap -Pakistan

GROUP 1

•Lifebuoy is one of Unilever's oldest brands.

•Lifebuoy Royal Disinfectant Soap was launched in1894 as an affordable new product in the UK.

•Lifebuoy soap travelled across the world, reaching countries such as Pakistan.

Initial Positioning

• Lifebuoy was positioned as a tough cleaning soap for a tough man

• Positioned itself on price• Lost its value and credibility

Repositioning• Unilever’s Lifebuoy soap had been built around its

ability to kill germs. • But it faced commoditization, with a growing number of

health players entering the fray with similar sounding claims.

• The brand decided to break away from germ-killing and repositioned Lifebuoy as a health essential.

• Repositioning campaign started in 2008.• The campaign targeted mothers of kids aged between 4

and 11 years, residing in rural and urban geographies.

Established its message of health from the traditional male victorious to a more responsible concept of health for the entire family.

Lifebuoy provided consumers with four different variants available in new curved shape and new formulation.

Market Segmentation

•All cities

•Urban and Rural areas

Geographic•Age:

10-45•Gender

: Anyone

•Income:5000+

Demographic

•Benefits: Total Protection; Anti-septic Soap

•User-status: Regular Use

Behavioral

Lifebuoy Pakistan

• Target Market

Housewives and Children- Women usually are the

decision makers in Pakistan

Children are the potential agent for change

Middle; Lower-middle class

Lifebuoy classic red brick shape was replaced with a new Lifebuoy signature shape with improved quality

and fragrance

The PR plan also sought to stimulate national debate on the consequences of ill health and the steps

needed to make the nation healthy. This included asking people to sign a petition in support of a

healthy nation and encouraging schoolchildren to realize the importance of health.

TVCs and radio ads used the theme ‘Healthy Hoga Pakistan to promote the new image.

Effective ad campaigns used fear strategy which in case of an antibacterial soap was effective.

Growth in Sales of Lifebuoy after Repositioning

• Lifebuoy belongs to the Home & Personal Care category of products of Unilever. In 2010 this category sale grew by more than 15% on account of robust volume growth. Cumulative growth over three years stands at 110% and the business delivered an operating margin of 16.1% for the year.

• Lifebuoy’s skin cleansing range was augmented with liquid hand and body wash. The brand grew by more than 23% in 2010 based on its message of “Healthy Hoga Pakistan”

Home & Personal Care Category Sales

2010 Rs. 24,722,472,000

2009 Rs. 21,390,814,000

2008 Rs. 21,524,952,000

2007 Rs. 15,505,698,000

Home & Personal Care Category Assets

2010 Rs. 4,195,315,000

2009 Rs. 3,840,917,000

2008 Rs. 3,448,520,000

2007 Rs. 2,343,429,000

Capacity to Manufacture Home & Personal Care Products

2010 60,385 metric tons

2009 51,429 metric tons

2008 42,175 metric tons

2007 41,496 metric tons

Proposed New Image for Lifebuoy

• Lifebuoy's goal is to provide affordable and accessible hygiene and health solutions that enable people to lead a life without fear of hygiene anxieties and health consequences.

• Lifebuoy should continue to position itself as a family health offering through germ protection.

• Lifebuoy should expand their target market by catering to the youth through differentiated offerings and new image.

• Lifebuoy should intend to make millions of Pakistanis feel safe and secure by meeting their health and hygiene needs while providing quality and better fragrance.

AIOD FrameworkBenefits/Needs Activities Interests Opinions Demographics

Long lasting protection against germs

Outdoor Sports, shopping, club membership, social, visit outdoor spots

Family, Home, extremely hardworking,

Strong opinions about themselves, self conscious, political social discussion, brand conscious

Age: 25 and above Full nest I,II and IIIHeavy users

Long-lasting Fragrance Entertainment, frequent shoppers, social, vacations, Music and movies hobbies

Fashion, recreation, Suburban lifestyle, dine out, media

Strong opinions about themselves, brand conscious

Age : 15 -35Full Nest I,IIHeavy users

Fights and Prevents odor Outdoor sports, fun and hang outs, vacations, movies and music

Friends, food lovers, media influenced

No interest in politics, themselves

Age: 7-25Children,Teenagers,Full Nest IHeavy users

Mild and moisturizer Social, Vacations, Shopping, WorkEducation

Travelling, Food, Media, Internet

Brand conscious, socially active

Age: 12-30Medium-to-heavy users

Lifebuoy Anti-Perspirant Soap

• Aimed at targeting the youth• Broaden the target market- Boost the revenue

stream • Perspiring & Sweating – a problem commonly

faced by youngsters • Positioning also in line with the previous

image of a germ fighting soap

Print Advert

• The green color conveys freshness • The packaging would be green as well for the

soap• A new tagline- Health Hai Toh Jeet Hai – Cash upon the World Cup fever– Main players of the team have been chosen – This would boost the image in the mind of the

consumer

• Youngsters are very much into cricket so this positioning would be relevant and most appropriate for the younger audience

• After the World Cup season, different sports• Brand Association • This gives an instant uplift to the “cheap”

Image that once lifebuoy had

• Write more abt future campaigns ..targeting diff sports…and celebrity endorsements

• Sponsorships etc• School campaigns ..or sponsoring school

events• Promoting and encouraging healthy activities

• Media Vehicles:– Advertise on Billboards in all major cities of

Pakistan– Advertise in Jang, The News– Magazines such as The US Weekly, Akhbar-e-Jahan– The Print Advert would be placed on the main

page of the newspaper and the Sports Page – The last page of US Magazine

• Write abt the size of the ad

Advertisement CostsAdvertisement Tools Price Location

Posters Rs. 5-8 per poster In schools, colleges, universities, markets

Panaflexs for billboards Rs.10 per square feet

Billboards Rs. 200,000 per month on average Initially will be placed in the most famous areas of following cities: Karachi (8 Billboards) Lahore (4) Islamabad (2) Faislabad (2) Bahawalpur (1) Multan (2) Peshawar (2) Quetta (2) Hyderabad (1) Sukkur (1)

Drives to different educational institutions in rural areas

Rs. 4 million per year

Sponsorships to different schools for sports events Rs. 2 million per year

Celebrity Endorsement Rs. 90 lacs – 1 Crore per celebrity

TVC Rs. 3,764,450 daily

Magazine Rs. 540,000 per week Akhbar-e-Jehan, Mag, US Weekly

Newspapers Rs. 125,000 per day Dawn, The News, Jang

Sponsorships to different schools for sports events Rs. 2 million per year

TVC Costs

Magazines & Newspaper Costs

Sample Size & Sampling Method

• Sample Size- 250• Sampling Method- Snowball Survey,

Questionnaire distribution in NBS, Interviews with students of NBS

• The sample size included;• Students• Housewives• Young Professionals

Survey Results

• Do you think more people will now get attracted to lifebuoy than before when it comes to their purchase decision?

YES70%

NO30%

• Do you like the new image of lifebuoy?

YES80%

NO20%

Survey Results

• Was the previous positioning better than the new one?

YES40%

NO60%

• Do you think using cricketers as celebrity endorsers is the right thing to do for lifebuoy?

YES80%

NO20%

Survey Results

• Would you like to be associated with the new brand image or the old one?

NEW90%

OLD10%

• Does the new image improve the perception of lifebuoy in your mind?

YES96%

NO4%

Survey Results

• Do you think launching an anti perspirant Lifebouy soap is appropriate?

• Would the youth change their perceptions about lifebuoy due to the new image?

YES92%

NO8%

YES76%

NO24%

Survey Results

• Would the new cricket campaign motivate you to buy this brand?

YES24%

NO76%

Survey Analysis

• The respondents were shown the new campaign of lifebuoy and the old one. On the basis of the comparison 70% of the people said that more people will get attracted to lifebuoy’s new image as it targets a wider group of audience. Previously the campaign just targeted the children and hence the image of lifebuoy was such that the soap was for children only, but with the new image the soap caters to a greater audience. People also said that in Pakistan there are hardly any anti-prespirant soaps and hence this new positioning will serve as a USP for the soap. Also it was found that people like the concept of association of the soap with sports and especially with the cricket team because of the world cup season.