Kirei Kirei

Families with young kids

Non-Price Strategy

Target segment
Product positioning

Foaming Hand Soap helps to

Dettol
Families

Lifebuoy
Families (or with kids)

Dettol is the trusted brand in antiseptics

Wash to deeply cleanse hands

proven to effectively kill bacteria, and

provides expert protection against germs.

provide Dual Defence for superior

Trusted for generations by families and

anti-bacterial protection

medical professionals around the world,

and help protect against 10 skin

infection causing germs

Dettol was first manufactured and launched

in 1932. Dettol has since evolved to include
products for personal care and home care.

Band associations

1.

(Approximately 5-10,
but it depends on

2.

your analysis)
3.

Foam (Foaming Hand Soup

Antiseptics

fun (color changing effect)

as core product feature)

Medical-proven

protection

Anti-bacteria (As one of the

protection

antiseptic

product claims)

freshness

Family (Promotion always

hygiene

appear with a mother and 2

health

daughters)
4.

Gentle (Fruity flavor and

Product concept

ingredients from plants)

With Lion Japans advanced anti-

summary statement of

bacterial formulation, Kirei Kirei

each product

Anti-bacterial Body Foam and

Foaming Hand Soap helps to

Keep your hands healthy with our

Wash to deeply cleanse hands

range of Dettol products which

and help protect against 10 skin

protects against everyday germs.

infection causing germs

provide Dual Defence for superior

anti-bacterial protection by
helping to:
(1) Eliminate bad bacteria on your
skin
(2) Retain good bacteria that helps
to inhibit bad bacterial growth on
Product features and

your skin^
Foam/ Hand Soup

Foam/ Handwash/ skincare line/

functions
Product benefit
RTB (Reason to

Lifebuoy Total 10 Germ Protection Hand

believe)

Wash contains our patented ingredient,

Active5 your hands will be clean and

protected against germs. The special
formula is proven to remove 99.9% germ
protection in 10 seconds

Distribution channels

Groceries chains (Fairprice/

Giant..etc); some of the minimarts
in heartland, beauty and toiletries

Distribution coverage-

stores.
Weaker Coverage comparing to

Groceries chains

in central area/

competitors. Despite available in

heartland/ . Or

major groceries stores

entire Singapore, or

(Fairprice/Giant etc.), there are

outlet number

usually not a lot of products/ not

all flavours on shelf. In smaller
local minimarts in the heartland,
sometimes there are no products

Price point- value for

in stores.
Appendix XX

money/ premium positioning

Advertising and

TVC

media focus- online/

magazine/ TVC/
radio/ billboard?
Promotions

Available in groceries chain

Available in groceries chain (such as

(Appendix XX)

bundle purchase) (Appendix XX)