Lifebuoy Soap -Pakistan

GROUP 1
• Lifebuoy soap travelled across the world,
reaching countries such as Pakistan.
• Lifebuoy Royal Disinfectant Soap was launched
in1894 as an affordable new product in the UK.
• Lifebuoy is one of Unilever's oldest brands.
 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 Lifebuoy
message of health provided
from the consumers
traditional male with four
victorious to a different
more responsible variants
concept of health available in
for the entire new curved
family. shape and new
formulation.
• Benefits: Total Protection; Anti-septic Soap Behavioral
• User-status: Regular Use
• Age: 10-45
• Gender: Anyone
Demographic
• Income:5000+
• All cities Geographic
• Urban and Rural areas
Market Segmentation
 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

 The PR plan also sought to
stimulate national debate on
Lifebuoy classic
Effective ad the consequences of ill
red brick shape
campaigns used TVCs and radio ads health and the steps needed
was replaced with
fear strategy used the theme to make the nation healthy.
a new Lifebuoy
which in case of ‘Healthy Hoga This included asking people
signature shape
an antibacterial Pakistan to promote to sign a petition in support
with improved
soap was the new image. of a healthy nation and
quality and
effective. encouraging schoolchildren
fragrance
to realize the importance of
health.
 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 Framework
Benefits/Needs Activities Interests Opinions Demographics

Long lasting Outdoor Sports, Family, Home, Strong opinions about Age: 25 and above
protection against germs shopping, club extremely hardworking, themselves, self Full nest I,II and III
membership, social, conscious, political Heavy users
visit outdoor spots social discussion, brand
conscious

Long-lasting Fragrance Entertainment, Fashion, recreation, Strong opinions about Age : 15 -35
frequent shoppers, Suburban lifestyle, dine themselves, brand Full Nest I,II
social, vacations, out, media conscious Heavy users
Music and movies
hobbies

Fights and Prevents odor Outdoor sports, fun Friends, food lovers, No interest in politics, Age: 7-25
and hang outs, media influenced themselves Children,Teenagers,Full
vacations, movies Nest I
and music Heavy users

Mild and moisturizer Social, Vacations, Travelling, Food, Brand conscious, Age: 12-30
Shopping, Work Media, Internet socially active Medium-to-heavy
Education 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 Costs
Advertisement 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 Rs. 4 million per year

areas
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 • Do you like the new image
it comes to their purchase of lifebuoy?
decision?

NO NO
30% 20%

YES YES
70% 80%
 Survey Results
• Was the previous • Do you think using
positioning better than cricketers as celebrity
the new one? endorsers is the right
thing to do for lifebuoy?
YES
40%
NO
20%

NO
60%

YES
80%
 Survey Results
• Would you like to be • Does the new image
associated with the new improve the perception of
brand image or the old one? lifebuoy in your mind?
OLD NO
10% 4%

YES
NEW 96%
90%
 Survey Results
• Do you think launching an • Would the youth change
anti perspirant Lifebouy soap their perceptions about
is appropriate? lifebuoy due to the new
image?
NO
8%
NO
24%

YES
92%
YES
76%
 Survey Results
• Would the new cricket campaign motivate you
to buy this brand?

YES
24%

NO
76%
 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.