Life Bouy Soap

Presented By

Kashif Majeed(11123012) Asia Bashir(11123046) Ali Aslam(11123024) Sunbal Iqbal(11123029)

History
Kashif Majeed

Life Buoy History

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.

http://www.unilever.pk/our-brands/detail/LifebuoySoap/338549/

History Cont
Lifebuoy was positioned as a tough cleaning soap for a

tough man.
Lost its value and credibility. Was positioned on price

(http://adzzbuzz.blogspot.com/2009/08/lifebuoy-successful-repositioning.html)
To compete in the market in the presence of other brands.

Repositioning
Reposition in 2008, but campaign became more

prominent started in 2009

Healthy Ho Ga Pakistan.
Improved quality to attract customers.

Asia Bashir

Lifebouy Healthy hoga Pakistan

3.5 million children every year, die from infections

and diarrhea diseases aims is to educate people on health &hygiene to make people aware of the importance of washing hands with soap In 2006, Lifebuoy launched a mission to make Pakistan healthy educate students about the importance of hand washing

Conti
Lifebuoys Healthy Pakistan Mission formally

started in schools in 2010 This mission has been led by Wasim Akarm as the brand ambassador this mission was to empower students and teachers to bring about a habit change in their schools

Conti
Concept

educate people on health and hygiene in Pakistan & educate students about the importance of hand washing Tagline Lifebouy Healthy Hoga Pakistan

Target Market
Geographic
World region Asia Country Pakistan Target area Urban, rural, Semi urban

Behavioral
Benefits health and hygiene User status regular

Conti..
Demographic
Age 6-55+ Gender Anyone Income 5000+ Income group Middle class, lower middle class

Psychographic
Social class Middle & lower middle class Lifestyle out-door oriented, sports oriented

Brand positioning
Lifebuoy's goal is to provide affordable and

accessible hygiene and health solutions

Elements of Brand positioning

Target audience
Families Children

Actively communicate
actively communicate to target audience for raise

the image of brand in the minds of target customers

Conti.
Create advantage
Points of parity

Germicidal property Family soap

Points of superiority

Superior bathing experience Protect against germs and infections Message of health

Conti.
Subset of identity/value proposition
Core identity The core identity of lifebuoy is soap for entire family ( children)

Key benefits health and hygiene in Pakistan

Strategies
TV campaign
Print media Direct consumer contact through school program

( waseem Akram)

Campaign No 1
Add 1

Healthy hoga Pakistan ( April 6 2010) Add 2 Paanch ka pahara ( Jan 15 2011) Add 3 Lifebuoy school program (Lifebuoy 5 ka school) ( Feb. 19 2011)

Creative Intent

Lifebuoy healthy hoga Pakistan (add 1)

Paanch ka pahara (add 2) Lifebuoy school program (add 3)

Content Analysis
Lifebuoy Healthy hoga Pakistan used 75%

Television Advertisement It used 25% on print advertisement and out door etc Strength & limitation of television, print & billboard

Product structure
Visibility
Lifebuoy is visible in attractive packing with red logo

Information
It is clearly mentioned on lifebuoy soap Claimed benefits of hygiene and cleanliness Price

Conti.
Emotional appeal
The entire family show on lifebuoy soap which tells

about affection and love in Pakistan Consumers purchase lifebuoy for hygienic factors
Workability
The product is easily store on part of retailer and

consumer Package is environment friendly

Sunbal Iqbal

Campaign
Protection from 10 infection

causing Germs 10 infection are: flu, sore throat, respiratory infection, dysentery, diarrhoea, rash, skin infection, sore eyes, pimples and ear infection

Continued
Concept

educate the mother about the changing effect of the weather on their children & also children's health In rainy season Tagline Stop krain

Target Market
Geographic
World region Asia Country Pakistan Target area Urban, rural, Semi urban

Behavioral
Benefits health and hygiene User status regular

Continued
Demographic
Income group Middle class, lower middle clas Income 5000+

Psychographic
Social class Middle & lower middle class

Lifestyle out-door oriented, sports oriented

Martial status married with child

positioning
Lifebuoy Total 10 Hand Wash helps protect you

and your family from 10 skin infection causing germs

Elements of Brand positioning

Target audience Mothers Children Actively communicate
Through the appearance of doctor , school going

children in rain and suffering from 10 major infections

Create advantage
Points of parity Family soap Healthy and hygienic

Continued
Points of superiority Seasonal effect control Total protection from 10 infections Total care from Skin infection value proposition Core identity Family soap , care of mother for children Key benefits Protection from germs ,protection from diseases take place due to weather or seasonal effect

Strategies
TV campaign

Print media

Content Analysis
Red color of the bar
Urban area Different variants Moon soon effect School going children Dirty water Germs attack on child

Mother care
Doctor prescription

Content Analysis
Seasonal effect

Doctor prescription
Research on 10 infections Different variants to overcome different infection

type Red logo

Lifebuoy germ buster koi dar nahi

Launched in Feb 28, 2009

Lifebuoy is a leading brand of health and

cleanliness in Pakistan. It gives massage to everyone to regular use of Lifebuoy five time of day and prevent from germs and bacteria. educate children about the importance of hand washing in schools all over Pakistan Children as a germ buster

Continued
Concept

children and lifebuoy fighting together against the germs and bacteria's Tagline Lifebuoy germ buster koi dar nahi Geographic
World region Asia Country Pakistan

Target area Urban, rural, Semi urban

Continued
Behavioral
Benefits 100% germs protection Occasion regular

Brand positioning
Lifebuoy's positioning is to provide affordable and

accessible hygiene and health solutions, to provide a 100% anti-bacterial soap for complete protection to All households. Lifebuoy aims to make a difference by creating accessible hygiene products (soap) and promoting healthy hygiene habits. With this in mind, Lifebuoy aims to change the hand washing behavior of 1 Billion people by 2015.

Elements of Brand positioning

Target audience

Children Mothers
Actively communicate

actively communicate massage towards the target audience about the habit of washing hand and induces the children to wash their hands and fight against germs & feeling of no fear.

 Create advantage

Points of parity

protect against Germs and bacteria Family soap

Points of superiority

Message of protection and healthy life Protect against germs and infections freedom from bacteria and infection.

Subset of identity/value proposition

Core identity

The core identity of lifebuoy is soap for entire family( children) protection against germs
Key benefits

100% germs protection &health and hygiene in Pakistan

Strategies
TV campaign

Print media
Face book page Blogs Direct contact Animated documentaries

Creative Intent
Message No fear against the germs Change the habit of children towards washing hands Induce the children to wash their hands 5 time in a day before starting the break fast ,lunch, diner ,bathing and toilet

Content Analysis
Germs attack on child
Mother care Doctor prescription

Lifebuoy as germ fighter

Protection for children