Safeguard launched in 1995 in Pakistan by

Procter & Gamble .

It is an anti-bacterial soap that provides germ

protection

it the doctors' number 1 recommended choice

throughout the world.

Safeguard® is the No. 1 antibacterial soap

worldwide .

Safeguard is designed to provide excellent

germ protection for the whole family
Based on clinical testing, Safeguard provides
both effective germ removal .

Effectively removes germs, yet is mild enough

for the whole family, Also provides deodorant
protection.
The target market for safeguard is

primarily children and

all households
Safeguard has positioned itself as an

“ANTI-BACTERIAL SOAP”

which gives you 24 hours protection against

germs.
Sehat-o-Safai Program

the Sehat-o-Safai Program, supported by

safeguard, has educated 2.2 million school
children, ages 5 to 11 and from all
socioeconomic classes, in 8,000 schools,
about better hygiene practices, especially
regular hand washing.
SAFEGUARD MOTHER EDUCATION PROGRAM

The safeguard Mother Education Program

conveys the basic message of health and
hygiene one-on-one to mothers. This
program has educated about 600,000
mothers across the eight largest cities in
Pakistan.
 GLOBAL HANDWASHING DAY

P&G's safeguard team leads Global Hand washing Day in

Pakistan as safeguard Pakistan School Education
Program Empowering Children with Hygiene Education.

This program leverages the animated character

Commander. Safeguard as the communication vehicle to
make the overall hygiene message relevant, memorable
and engaging for school children.

this program has covered more than 10,000 schools in

100 cities of Pakistan.
ADVERTISING SALES PROMOTION

PUBLIC RELATION
ADVERTISING
 ADVERTISING

Cut out from news paper

ADVERTISING
ADVERTISING
ADVERTISING
 Sales Promotion

Samples

They provide samples in

schools to children in their
hygiene program.
 Sales Promotion

Prizes

They give prizes to children in

schools to attract them as they will
be potential buyers in future.
Safeguard also gives prizes to its
retailers like fighter plane on the
basis of their sales
 Sales Promotion

Price Packs

Safeguard also use price packs

technique to promote their
product.
 Public Relation

Safeguard use public relation and they went to

school and give information to children about germs
and tell them that how they can protect from germs

Every bar of Safeguard bought from October 2009 to

March 2010 will contribute towards building handwashing,
toilet and water supply facilities in Pakistani schools
where children do not have access today. .