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http://www.managementparadise.com/sayed123 /documents/15117/project-on-lifebuoy-soap/
Lifebouy educate students about the importance of hand washing in schools all over Pakistan 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 Most ambitious students across Pakistan were selected as the vice-captains of Wasim Akram
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
Create advantage
Points of parity
Superior bathing experience Protect against germs and infections Message of health
Strategies
TV campaign Print media Direct consumer contact through
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)
Importance of health & hygiene Save yourself and your kids from different germs and dieseas Aim to collect 1 million signatures in one month for healthier Pakistan Make a healthier Pakistan
Color theme
Red ( color of love, passion, energy & action) Red Flower ( hands are important) Red soap Slogan red Signature color red Mother & child wear red cloths Highlighter red
Color theme
red
Soap red Color in children uniform is red Logo ( hand is also red) Tagline is red