Post on 05-Apr-2018
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Product: SAFEGUARDSAFEGUARD is the no. 1 antibacterial soap
worldwide. It is the only bar soap registered with
FDA. Safeguard is designed to provide excellent germ
protection for the whole family.Safeguard was launched in 1995 by Procter & Gamble
to set new standards for defining “Health & Hygiene”
in Pakistan. It is an antibacterial soap that provides
germ protection for twice as long as ordinary soap
making it the doctor’s no. 1 recommended choice
throughout the world.in addition to germs protection;
it also fulfills the need of consumers such as beautycare and protection against sweating odor.
Consumer Product:
Safeguard is a fast moving consumer product. It is
easily available at every retailer shop. It satisfies the
consumer needs and wants.
Convenience Product:
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Safeguard is a convenient product that consumer can
buy quickly, frequently with a minimum time and
buying effort. It is an essential good and its target
market is all household which mostly include children.It is easily affordable for every consumer.
Core Benefits:It includes: Features, Brand name, Packaging,
Label, Design, Quality level.Features:
• It has better fragrance.
• It provides skin freshness.
• It protects skin from germs.
• It is excellent for treating skin irritations and
seasonal applications.• It belongs to a reputable old company (P&G).
Brand Name:
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“Safeguard”
Slogan:
Day through germs protection…. Tick Tick Tick Tick Tick Tick!
Pure White: It provides a core benefit of superior
germ protection.
Aloe Vera: Moisturizes your skin.
Lemon: Makes you feel refreshed with its lemon
smell.
Vitamin E: Cleans your skin and makes it smooth.
Honey: It makes your skin smooth and soft
Packaging:The packaging makes the brand look expert and
modern. This new packaging has clearly identified that
there is a separate product for each skin type.Safeguard is available in a variety of packaging
formats to fulfill all consumers’ needs and
consumptions wants.
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Label:The label provides the information like the
ingredients, chemical composition, quantity, logo and
the stamp of FDA with a license number is also
mentioned.
Design:
Safeguard is design in such a way that it shows a logo
of clock which indicates the time period of prevention
from germs.
Quality level:If we use daily then it will be consume in 30days.
It protects our skin from germs up to 24hours. When
we open the packet of soap it provides fresh smell.
It has limited expiry date.
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Competitive Advantage:The market share of safeguard is the biggest in
antiseptic soap category with 22% share. Safeguard
users have perception that it provides superior germs
protection continuously, suitable for skin, smell goods
and has easy to grasp it in the hands.
Now days the safeguard is competing with different
brands of other companies such as Dettol, Life boy,
Capri.
Dettol Soap:It is a brand of “Reckitt Benckiser Pak Ltd” and it has
been operating in Pakistan since 1999. Market share of
Dettol soap in the market soap is about 10%.The
Dettol soap user has perception that it has effective in
germs killing with the smell of Dettol liquid which is
used Bruises & Cuts, insect bites. Its functional coreneed is incidental antibacterial.
Life boy:It is a brand of Unilever’s. It was lunched in 1984.
Life boy has a market share of 15% in the soap
market. Life boy users have perception that it is decent
quality soap, easily affordable and its functional need
is that it is an everyday soap with germs protection for
the middle and lower middle class.
Capri:
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It is the brand of Unilever’s. Capri has a market share
of 20% in the soap market. Capri users have
perception that it is a 100% unique soap free and
natural source for attaining glowing, soft andmoisturizing skin. Its functional need is that it protects
our skin from dryness and keeps our skin clean and
soft.
CONCLUSION:
Safeguard has a competitive advantage over these three brands. It has better prevention from
the germs as compare to others.