BRANDING FOR PERSONAL AND CORPORATE EXCELLENCE
Prepared By
Sobanoo Zain
Reg.No. DBM - 0000016773
Individual Integrated Assignment & Presentation
June 2014 Examination
Brand Audit
Diploma in Brand Management
SRI LANKA INSTITUTE OF MARKETING
Tab
1
2
3
4
5
6
7
ble of con
.Introdu
. Brand A
Th2.12.1.1 2.1.2 2.1.3 2.1.4 2.1.5 2.1.6
Dis2.2
Cu2.32.3.1 2.3.2 2.3.3 2.3.4
Co2.42.4.1 2.4.2 2.4.3 2.4.4
Ma2.52.5.1 2.5.2 2.5.3 2.5.4 2.5.5 2.5.6
Su2.6
An2.7
SW2.8
. Brand O
Vis3.1
Ma3.2
. Brand S
Co4.14.1.1 4.1.2
Gro4.2
Ma4.3
. Conclus
. Append
7. Referen
ntent
ction to Un
Audit _____
e CorporatioCoordinationValues ______DepartmentsHeritage ____CommunicatiDistinctive ca
stributors __
stomer ____End ConsumeTime rich or mTight Lose coHow well doe
mpetitor __Lifebuoy BranPorters five cDefining the cStrategic Bran
acro EnvironPolitical _____Economical __Social ______TechnologicaEnvironmentaLegal _______
mmarise the
nalysing the m
WOT Analysis
Objectives
sion _______
arketing Obj
Strategy & A
mpetitive poSegmenting, TCompetitive s
owth strateg
arketing stra
sion ______
dix _______
nces _____
nilever and L
_________
on – Unileve_______________________’ cultures ________________ions ________pabilities & co
___________
___________er __________money rich ___ntrol _______es the brand f
___________nd Identity Priompetitive focompetitive snd Audit/Stre
nment _________________________________________l ___________al ______________________
e impact of t
marketing m
s __________
_________
___________
jectives ____
Action Poin
ositioning &Targeting & Pstrategy – diff
gy – market
ategies and c
_________
_________
_________
Lifebuoy __
__________
er _____________________________________________________________________ore competen
___________
_______________________________________________fit the consum
___________ism ________orces which afet for Lifebuongth of Comp
___________________________________________________________________________________
the brand sp
mix of Lifebu
___________
__________
___________
___________
nts _______
& pricing straPositioning __ferentiation _
developmen
campaigns __
__________
__________
__________
__________
__________
______________________________________________________________________ncies – USP __
__________
______________________________________________mer’s buying b
______________________ffect Lifebuoyoy __________peting Brands
__________________________________________________________________________________
phere _____
oy _______
__________
__________
__________
__________
__________
tegy ______________________________
nt ________
__________
__________
__________
__________
__________
__________
___________________________________________________________________________________
___________
_______________________________________________ehaviour? ___
______________________________________________– the graph _
___________________________________________________________________________________
___________
___________
___________
__________
___________
___________
__________
___________________________________
___________
___________
__________
__________
__________
__________
__________
___________________________________________________________________________________
___________
___________________________________________________________
___________________________________________________________
___________________________________________________________________________________
___________
___________
___________
__________
___________
___________
__________
___________________________________
___________
___________
__________
__________
__________
______ 7
______ 8
______ 8 ______ 8 ______ 8 ______ 8 ______ 8 ______ 9 _____ 10
_____ 10
_____ 10 _____ 10 _____ 12 _____ 12 _____ 12
_____ 13 _____ 13 _____ 13 _____ 14 _____ 15
_____ 16 _____ 16 _____ 16 _____ 16 _____ 16 _____ 16 _____ 16
_____ 17
_____ 17
_____ 19
_____ 20
_____ 20
_____ 20
_____ 21
_____ 21 _____ 21 _____ 21
_____ 21
_____ 21
_____ 22
_____ 23
_____ 28
Executive Summary The objective of this report is to lay the foundation for the Brand Planning Process of
Lifebuoy Soap.
Brand planning process structure referred here is SOSTAC ® model.
S – Situational Analysis
O – Objectives of the Brand
S – Strategy
T – Tactics
A – Action Plan
C – Control
However only the first three points of the above model will be covered/discussed in this
report in the form of a Brand Audit (the first section of the report) and the Brand Strategy
(the second section of the report) derived by the findings from the Audit.
The report will begin with the five forces analysis of the Brand giving an understanding
to where Lifebuoy stand as of this moment and will help with the SWOT analysis. In
addition, the Marketing Mix current situation will also be analysed.
Finally the report will conclude with the strategies for the next three years for the brand
development of Lifebuoy.
1.
W
Lev
is as
H
the b
(U
C
focu
man
affo
prod
alon
W
bran
beau
T
lead
Introduct
With a prou
ver Bros, wr
s follows.
Helping peop
business un
Unilever, 20
Currently Un
used on hea
ny different
ordable soa
duce world-
ngside truste
While 14 of
nds have lo
uty and. Lif
This report w
der in the Sr
tion to Un
ud heritage
rote down h
ple to look
nderstands 2
012)
nilever own
alth and wel
t ways. Ran
aps, luxurio
-leading bra
ed local nam
these renow
ong-standing
febuoy’s dri
will include
ri Lankan, H
nilever an
of over 12
his ideas for
good, feel
21st century
n over 400
llbeing, no
nging from n
ous shampo
ands includi
mes such as
wn brands b
g, strong so
ive to prom
e the Brand
Hygiene and
nd Lifebu
20 years si
r Sunlight S
good and g
y-consumers
brands wit
other comp
nutritionally
oos and ev
ing Lipton,
s Blue Band
bringing in e
ocial missio
mote hygiene
d Planning
d Herbal So
uoy
ince William
Soap, Unilev
get more ou
s and their l
th a turnove
pany touche
y balanced
veryday ho
Knorr, Dov
d, Pureit and
excess of €
ons, includi
e through ha
process for
oap Segmen
m Hesketh
ver’s curren
ut of life –
lives
er of €49.8
s so many p
foods to ind
usehold ca
ve, Axe, He
d Suave.
1 billion a y
ing Dove’s
and washing
r Lifebuoy,
t.
Lever, fou
nt Corporate
shows how
8 billion. B
people’s liv
dulgent ice
are product
ellmann’s an
year, many
s campaign
g with soap
the current
under of
e Vision
w clearly
By being
ves in so
creams,
ts. They
nd Omo,
of these
for real
.
t market
2.
T
curr
the
(Fig
2.1
2.1.
T
oper
prod
2.1.
L
Wit
bett
W
germ
cure
illne
han
2.1.
U
and
perf
2.1.
L
heal
dev
Brand Au
To develop a
rent situatio
planning. T
gure 3) coup
The Corp
1 Coordin
The Departm
rations and
duct.
2 Values
Lifebuoy’s v
th Pillars’ st
ter place to l
Winning
Winning
Winning
Winning
With its mu
m protection
e. It is said t
esses Today
d sanitizers
3 Departm
Unilever is a
treated eq
formance of
4 Heritag
Like its pare
lth consciou
eloping a
udit
and strategi
on is essenti
This audit c
pled with th
poration – U
nation
ments in Un
d communic
values are s
tatement. In
live in.
with brand
in the mark
through co
with people
ltiple soap
n soap to th
that Lifebuo
y with Lifeb
, ensure dai
ments’ cultu
a multinatio
qually. Hen
f the individ
ge
ent compan
us soap dev
soap produ
ies the ‘Bra
al. This is th
consist the a
he SWOT an
Unilever
nilever are d
cation take
summarised
n short it m
s and innov
ket place
ntinuous im
e
variants, L
he consumer
oy has the a
buoys range
ily hygiene
ures
onal organis
nce there c
duals.
ny Unilever
veloped to
uct to stop
and Plan’ o
he objective
analysis of
nalysis.
divided in a
place in th
d in what t
means to dou
vation
mprovement
Lifebuoy’s b
r, by taking
ability to pro
e of shampo
and freshne
sation wher
culture and
r, Lifebuoy
prevent ba
p Cholera i
of Lifebuoy
e in assemb
the five ma
a product b
he order of
they call as
uble the pro
t
brand prom
a stand to c
otect the co
oos, liquid h
ess for the e
re all gende
d the hierar
y has a pro
cterial dise
in Victoria
Soap an un
bling the ‘Br
ain forces o
by product b
f market req
‘The Com
ofit while m
mise is to be
consider pre
onsumer from
hand washes
entire family
ers and nati
rchy is bas
ud heritage
ases. Willia
n England
nderstandin
rand Audit’
of the brand
basis, wher
quirements
mpass’ or ‘W
making the s
e the most
evention be
m over 10 c
s, body was
y.
ionals are re
sed comple
e of being
am Lever’s
brought L
ng of the
prior to
d sphere
e all the
of each
Winning
society a
relevant
tter than
common
shes and
espected
etely on
the first
goal in
Lifebuoy
thro
wid
It
hard
Life
B
able
thro
mob
con
Life
(U
Com
(Un
2.1.
T
ema
staf
1940
Manufactu
started in
19
Hock
ough a journ
der market le
t was launch
d carbolic
ebuoy brand
Being the #1
e to touch t
ough campa
bile shower
secutive ye
e of Lifebuo
Unilever, 20
mmunicatio
nilever, 2013
5 Commu
The internal
ails, newslet
ff culture an
uring
n SL
Ca
979
key
ney to evolv
eader in the
hed in Sri L
soap to a
d is more th
1 soap bran
the lives of
aigns such
rs operatio
ars in Sri La
oy in Sri L
013)
on Mileston
3)
unications
l communic
tters and e-f
nd practices
2002
arbolic Soato Family
1992
Anthem
ve as the be
e health and
Lanka in the
bathing ba
an the quint
d in Sri Lan
many Sri L
as the Han
ns and Ge
anka.
anka
nes
cation mod
flyers ensur
helping in t
ap L
20
Butte
estselling ge
hygiene so
e 1940’s. Si
ar repositio
tessential b
nka with ov
Lankans ov
nd Washing
erm Fighter
del at Unile
ring that the
this process
2007
Launch of HW
002
Deerfly
erm protecti
oap category
ince 2004, L
oned for th
ar of red so
ver 40% ma
ver many de
g Campaign
rs school p
ever includ
e messages
s.
2008
Launch oGHWD
2009
elta Strike
ion soap. It
y for the pas
Lifebuoy wa
he whole f
ap.
arket share,
ecades. This
n, Global H
programmes
e the Intran
get circulate
2009
f Launch Delta
2011
10
has been th
st century.
as improved
family. Tod
Lifebuoy h
s has been
Hand washi
s conducte
anet, notice
ted in time,
9
h of a
1 20
Evolve
he world
d from a
day, the
has been
possible
ing day,
ed for 8
boards,
with the
Launch ofStrike 2
2013
013
ed Germs
f
T
TV,
utili
2.1.
U
hyg
com
2.2
L
H
in th
over
2.3
2.3.
T
two
Her
The external
, Bill Boar
ised in the a
6 Distinct
Unilever’s v
gienic natur
mmodities. T
Being the m
Being the N
A presence
The ability
Distribut
Lifebuoy dis
Wickramar
Shodan’s D
Medialogic
New Battic
However com
he market f
r the distrib
Custome
1 End Co
The consum
o different se
rbal Soap U
Lintel IndSapug
l communic
rds, Hoardi
appropriate
tive capabil
vision of be
re combine
The USPs so
most releva
No 1 soap p
e of over 50
y to protect
tors
stribution is
rachchi Dis
Distributors
c Distributo
calo Distrib
mparing to
for quite so
butors.
r
onsumer
mers are mai
egments of
sers.
dustrial Estgaskanda
cation cove
ings, Penna
mix to brin
lities & core
eing a facto
to give L
o gained as
ant germ pro
product in th
0 years in th
you from ov
handed ove
stributors Co
s Kandy
ors Galle
butors Batic
the Power
ome time, t
inly the adu
f customers
tate
er all the co
ants, Socia
ng the brand
e competenc
or in the b
Lifebuoy th
follows:
otection soa
he Hygiene
he Sri Lanka
ver 10 com
er to a few d
olombo
aloa
matrix ( Fi
they have th
ults and yo
who are na
Distributo
ommunicati
al Networki
d message to
cies – USP
betterment o
he edge it
ap to the con
and Herbal
an Market
mon illnes
distribution
igure 1), As
he upper ha
oung adults.
amely: Beau
r W
ion channel
ing, etc. T
o the consum
of the socie
needs to s
nsumer
l Soap Mark
ses
s around the
s Lifebuoy
and and the
. This mark
uty Soap Us
Whole Selle
ls including
These chann
mer.
ety and Lif
stand out fr
ket, worldw
e country.
had been o
e bargaining
ket is comp
sers and Hy
ers
g Radio,
nels are
febuoy’s
from the
wide
perating
g power
prised of
ygiene &
Retailers
Adult Soap Market Structure
(LMRB, 2013)
Hygiene and Herbal Market Segment
Key Brands 2012 2013 Growth %
Adult health 10865 11104.6 2.2%
Lifebuoy 94.8% 95.5% 3.0%
Safe plus (Swadeshi) 1.0% 0.9% -23.3%
Dettol 4.0% 3.6% -8.2%
(LMRB, 2013)
The Consumer Characteristics
Health conscious
Invest on Hygiene
Families with children
Since the brand is in its maturity stage (Figure 6) in the Product Life Cycle, the new
customer base is among the late adopters
• 5250 Tonnes• 25% of Market • 11.6% Volume Growth (2013 Vs 2012) • Segment API – 90‐120
BeautySegme
Hygiene & Herbal
Segment
• 15,765 Tonnes• 75% of Adult Soap Market • ‐1.42% Volume Decline (2013 Vs 2012) • Segment API – 70‐105
2.3.
T
of th
2.3.
L
the
agai
for
can
buy
mak
atta
2.3.
F
min
F
H
2 Time ri
The current
he right pro
3 Tight L
Lifebuoy con
need of pro
inst Figure
Key benefi
be conclud
yer decision
king factor
chments an
4 How w
or Lifebuoy
nor perceive
igure 4 of c
Here the Buy
ch or mone
consumer m
oduct for the
Lose control
nsumers co
otection ag
3 all a (Ch
its/Value fo
ded that the
n, these are
s for a sa
nd the Brand
ell does the
y consumer
ed Brand Di
consumer bu
yer decision
R
Brand
Reca
y rich
market is m
em, especial
ome from d
ainst bacter
harge for co
or Money)
even if the
not the m
ale would b
d Image that
e brand fit th
rs the decisi
fferentiation
uying proce
n will includ
Running out of
Beliefs formed
alling the adve
Dec
Brands may o
mostly health
lly the skin
different bac
ria/ health c
onvenience)
quadrants a
e time and m
making or b
be the fea
t affect mai
he consume
ion to purch
n. This will
ess model.
de the follow
Problem Reco
f soap, realisin
d by passive le
ertisements of
Purchase M
cide to purcha
or may not be
h conscious
care produc
ckgrounds w
consciousne
, b (Justify
are applicab
money are
reaking poi
atures, inno
inly.
r’s buying b
hase is a low
l put Lifebu
wing stages
ognition
ng the need to
earning recalle
Lifebuoy, Det
Made
se Lifebuoy
evaluated afte
s they will p
cts.
what they h
ess therefor
price premi
ble for Life
two factors
int of the s
ovation, fle
behaviour?
w involvem
uoy in the (c
s.
buy soap.
ed from advert
tol, Lux, etc.
erwards
pay ample a
have in com
re when com
ium) & c (s
ebuoy. Ther
s that can af
sales. The
exibility, em
ment decisio
c) quadrant
ts
amounts
mmon is
mparing
stressing
refore it
ffect the
decision
motional
n with a
of
2.4
2.4.
2.4.
T
w
Competit
1 Lifebuo
2 Porters
Threat of s
This is one ma
the curren
Lifebuoy soa
diminishing
arrival of s
products, su
wash, body wa
etc
tor
oy Brand Id
five compe
Culture
Diverse, Fa
friendly
Physiqu
Unique Red
Bar, red and
covering
ubstitutes
ajor threat in
t market.
ap market is
due to the
substitute
uch as hand
ash, shampoo,
c.
dentity Prism
etitive force
e
amily
y,
e
Soap
white
g
B
The
dema
they
th
dem
B
E
incr
da
Hygi
Discussed
Comp
m
s which aff
Lifebuo
Stand out as a
conscious So
added protec
the fam
Personal
Protective, Ef
Healthy, Fri
Trustworthy
killer
Relations
Security, Fri
Parental, T
Bargaining Pow
customers are
anding and the
need from the
he Brands do n
mands and req
canno
Bargaining Po
Even though t
reasingly more
ay, Lifebuoy as
ienic Soap Ma
hand over t
Industr
d below are th
petitors that a
fect Lifebuo
oy
a Health
ap with
ction for
ily
lity
fficient,
iendly,
, Germ
hip
iendly,
rusty
wer of custom
e getting increa
ey know exactl
e brands, there
not supply to t
quirements Br
ot thrive
wer of supplie
he suppliers a
e demanding b
s the leader in
arket hold the
heir demands
ry Rivalry
he competitive
apply to this ca
oy
Self-Im
Guardian, S
Protector,
Germ ki
Reflect
Healthy, S
Hygienic, Co
Trustwo
ers
asingly
ly what
efore if
heir
ands
ers
re
by the
the
upper
set and the
ategory
mage
Saviour,
, Fast,
iller
tion
Strong,
onfident,
orthy
Threat of ne
There are a
entrants du
increasing d
Ayurvedic
and the inc
entrepreneur
the Soap i
w entrants
no of new
ue to the
emand for
products
crease of
rs entering
industry
2.4.
S
prod
heal
3 Definin
ince Lifebu
ducts fall u
lth and herb
Acceptab
Purchased
ng the comp
uoy is amo
under the u
bal products
Kn
ble Brands
d Brands
petitive set f
ong the Hy
unacceptable
s over Lifeb
nown Bran
s
for Lifebuoy
ygiene and
e brands. L
buoy.
All Bran
nds
Unaccept
Brand
y
Herbal Soa
Lifebuoy co
nds
table
ds
Rejected
ap segment
onsumers w
Unk
Overlo
d Brands
t, the Beau
will reject th
known Br
ooked Bra
uty Soap
he other
ands
ands
2.4.4 Strategic Brand Audit/Strength of Competing Brands – the graph
Considering the hygiene and herbal market segment Lifebuoy hold the market leader position
Brand Lifebuoy Dettol Kohomba
Objectives A healthy lifestyle with protection against
germs
Mission for Health. Natural products for the skin
and the soul
Importance & Commitment
(L/H/M) M M M
Strategic Direction Keep the community healthy and encourage
washing hands more often
Targeting Families’ Health Herbal products for the ladies
Critical Strength Being the no 1 in the category and being in the
1st soap of the category to enter the market
Known for the disinfectant
nature of the brand
Been in the local market for
almost as long as Lifebuoy
Most Vulnerable Weakness They compete on feature more than empathy Not as much of a
penetration in the soap
market
Positioned more towards the
beauty segment of the market
Competitive Position Protect the no 1 position and encourage more
usage of the
Being the best disinfectant
in the market
Herbal Soap for the Ladies
Likelihood of Change
(L/M/H)
H H H
(Unilever, 2013) (Detol, 2013) (Swadeshi, 2013)
2.5
2.5.
C
Uni
for
heal
2.5.
D
effe
heal
2.5.
T
an a
incr
with
con
2.5.
T
and
dive
2.5.
T
incr
Life
poll
PR
2.5.
T
Lan
infr
thei
Macro En
1 Politica
Current Poli
ilever is a m
massive or
lthy for the
2 Econom
Due to the E
ective metho
lthy for any
3 Social
The price co
advantage f
rease in netw
h more educ
scious is als
4 Techno
The technolog
reach. This
ersification o
5 Environ
The environ
reasing the
ebuoy as it
lution durin
nightmare.
6 Legal
The copyrig
nka provid
astructure i
ir dealings a
nvironment
al
itical situat
multinationa
rganisations
Multination
mical
Economic re
ods of usag
y industry.
onscious con
for Lifebuo
working als
cated and a
so another a
ological
gical advanc
is a benefit
of products. T
nmental
nmental pol
need for m
t is a soap
ng the manu
ght laws, L
de a comp
is developed
are in par w
t
tion is not
al organisati
s. The Gov
nal organisa
ecessions in
e and produ
nsumers now
oy as it has
so effect the
ware consu
advantage fo
ement in the
to Lifebuoy
This will incr
llution tend
more hygieni
made to f
ufacturing pr
Labour Law
plex legal
d is such a
ith the legis
as healthy
ion. The he
vernment a
ations withe
n the curren
ucts. Theref
w are conve
s the best i
e consumer
umer base. T
for both the
e market will
y. This will a
rease the com
d to jeopar
ic products
fight agains
rocess is no
ws, Compan
environm
way that th
slation.
y for the F
avy tax reg
assistance to
er
nt market, m
fore the curr
erting to be
mage in th
r awareness
The current
industry sec
l improve th
also result in
mpetition for
rdise the o
in the mark
st germs. H
ot controlled
ny Laws an
ment for L
he organisa
FMCG indu
ulations are
owards ent
most consum
rent econom
more brand
he hygiene
and all the
social trend
ctor as well
e quality, op
n new entrant
r Lifebuoy.
overall heal
ket. This is
However if
d adequately
nd environm
Lifebuoy, h
tion is capa
ustry espec
e not as eco
trepreneurs
mers resolve
mic conditio
ds consciou
soap indust
e brands are
d to be mor
l as the Bran
perations, dis
nts to the ma
lth of the
s an opportu
the enviro
y it could b
mental law
however U
able of ensu
cially as
onomical
are not
e to cost
on is not
us; this is
try. The
e dealing
re health
nd.
stribution
arket, and
society,
unity for
onmental
ecome a
s in Sri
Unilever
uring all
2.6
S
whe
less
Company/Cor
Coordination Values Cultures Heritage Communication
Total per secti
Overall score
2.7
A
the
posi
mes
(Un
Summa
ummarising
ere Ten bein
s than five th
rporation
n
7 8 8 8 7
ion 7
for the Brand
Analysin
According to
marketing
ition. Howe
ssage delive
nilever, 201
arise the imp
g the above
ng the best
hen the bran
Distributor
Goal AlignmenPower
ng the marke
o the below
mix were
ever the me
ery is not po
13)
pact of the b
e situational
and one be
nd is vulner
Custo
nt 8 8
MoneExten
8
eting mix of
research co
flagged gre
essage deliv
oor it is not
brand spher
l analysis an
eing the wo
rable.
omer
ey Rich nded Problem Sol
f Lifebuoy
onducted on
een which
very was fl
as effective
re
nd scores ar
orst situation
Com
lving 5 5
ComBra5 C
5
n the market
means that
lagged amb
e as it could
re awarded
n for the Br
mpetitor
mpetitive Set nd Prism ompetitive Force
ting mix, m
they are c
er. This me
d be.
by a degree
rand. If the
Mac
es
5 6 4
PoliEcoSociTechEnv
4
6
most the attri
currently in
eans that w
e of Ten
score is
cro Environmen
itical nomical ial hnological
vironmental
ibutes of
n a good
while the
nt
5 5 8 8 7
7
(Unilever, 2013)
Other than the fact that lifebuoy provide protection against ten common illnesses the
other messages are not communicated to the community effectively.
Consumer Perspective history on Lifebuoy
(Unilever, 2013)
Lifebuoy had always been a well-known brand even the non-users are aware of it and
think that it is a good product.
2
Stren
Bei Bei
pro We Con Stro Sta Ene We A p
Oppo
Ma Con Con Tec
ope Com Con Det
inc The
SWOT An2.8
A snapshot vie
ngths
ing the no 1 in theing the most relev
otecting the consumell established Bransumer Base withong Organisation
able Parent Compaergetic and Dynamell Oiled Distributpresence of over 5
ortunities
arket diversificationsumers being monsumer base withchnological improerations, quality, dmpetitors in the nnsumers are moreteriorating Healthreases the need foe awareness about
nalysis
ew of where the
e Hygiene and hervant germ protectimer from over 10and Reputation wih Brand Loyalty
culture any to back up mic Staff tion and Supplier 50 years in the Sri
on give opportuniore open minded
h a Brand driven movements provide distribution and co
niche have a consie health conscioush conditions dues tor more hygienic pt the brand even a
brand stand deri
rbal soap market wion soap to the con0 common illnesseith a renown Heri
Chains i Lankan Market
ty for growth
mentality new opportunitie
ommunications derably lower voi
s to the environmenproducts in the maamong the non-us
ived from the Br
worldwide nsumer by es tage
es improve the
ice
ntal pollution arket ers
rand Sphere aud
Weaknesse
Compete The mess
Threats
Increasin Diversifi
market Consume High tax Recession The techn
hence inc The envir
adequate Lack of P
dit as well as the
es
in features rathersage delivery is no
ng no of new entracation of the cons
ers being more eduregulations and len in the economy nological advancecreasing the compronmental pollutioly Political Backing
Marketing Mix
r than with emotioot as effective as i
ants sumer needs leadin
ucated and aware evy’s
ement will ease thpetition for Lifebuon during the man
analysis.
on it could be
ng to substitute pr
about their needs
he entrance for entuoy nufacturing proce
roducts entering t
s and wants
trepreneurs in the
ss, if not controlle
the
market,
ed
3.
3.1
U
rele
bett
3.2
A
ther
shar
reas
the
Brand Ob
Vision
Under the Un
evant germ p
ter than cure
Marketin
As Per the P
refore as the
re. Also re
soning behi
SWOT from
Maximise
Increase co
2015 globa
Introduce n
Refine the
consumpti
Adapt a m
children as
Use the br
culture app
bjectives
nilever’s Co
protection s
e.
ng Objective
Product Lif
e sales are f
epositioning
ind setting o
m the analy
the market
onsumption
ally – 10 M
new produc
e marketing
on in order
mascot to ge
s well
rand heritag
preciate her
ompass stra
oap to the c
es
fe cycle dia
flattening in
g of the pr
of the objec
sis done.
share in Sri
n by changin
illion Sri La
cts to cater t
g communi
to create m
et the appea
ge to tell the
ritage
ategy, Lifeb
consumer, b
agram (Figu
n the marke
roduct wou
ctive below
i Lanka by 2
ng the hand
ankans
to the Beaut
ication and
more empath
al of the ch
e story of th
uoy’s brand
by taking a s
ure 6), Life
et they shou
uld help wi
w. As well a
2%
d washing be
ty Soap mar
d add emot
hy towards L
hildren, wh
he brand to
d promise is
stand to con
ebuoy is in
uld look at g
ith this situ
as the weak
ehaviour of
rket
tional ties
Lifebuoy
ich will hel
the Sri Lan
s to be the m
nsider preve
its maturit
growing the
uation. Thi
knesses der
f 1 billion pe
with the L
lp in educa
nkan Marke
most
ention
ty stage,
e market
s is the
rived for
eople by
Lifebuoy
ating the
et as our
4.
4.1
4.1.
T
the
4.1.
B
and
app
L
strat
4.2
W
guid
mar
arch
beau
4.3
Exte
exis
Brand St
Competit
1 Segmen
The target m
beauty soap
2 Compet
By utilising
hygienic ap
eal to its pr
Lifebuoy sho
tegy with a
Growth s
With the use
de the Gro
rket/repositi
hived by de
uty soap co
Marketin
ensive abov
sting and the
The
Lifeb
incor
Comm
Medi
Socia
Segm
The fam
adults wh
hygien
trategy &
tive position
nting, Targe
market shoul
p segment.
titive strateg
the distinct
ppeal to it, L
oduct range
ould not com
moderate p
strategy – m
e of the An
owth Strat
ion the bra
eveloping a
nsumers wi
ng strategies
ve the Line
e new produ
Message a
buoy with t
rporating the
munication
ia advertisi
al networkin
menting an
milies with
ho look for
nic factors
produ
Action P
ning & pric
eting & Posi
ld include t
gy – differe
tive advant
Lifebuoy ca
e.
mpete on pr
pricing polic
market devel
soff Matrix
egy, the b
and to appe
a new produ
ith the healt
s and campa
e and Bellow
uct lines:
and USP– D
the key me
e emotions
tools – Bo
ing (TV, R
ng, etc.
d Targetin
h kids and
r the healt
s of skin ca
ucts
Points
cing strategy
itioning
the current t
entiation
tage of bein
an gain a co
ricing, it is
cy.
lopment
x, (Figure 7
best course
eal to the b
duct line wh
th advantag
aigns
w the Line
Develop ne
essages bei
trust and se
oth ATL &
Radio & Pr
ng
d the
th and
are
L
t
y
target mark
ng the best
onsiderable
best that th
) and the P
e of action
beauty soap
hich will ca
es included
Marketing
ew commu
ing protecti
ecurity in th
BTL adve
ress), Bill
Lifebuoy t
value fo
argeted cu
ket as well a
skin care s
competitive
ey follow th
roduct life
n would b
p users as
ater to the
.
need to be
unication m
ion against
hem.
rtising is re
boards, Ho
o create
or the
ustomer
as the consu
soap with a
e edge as w
he value for
cycle (Figu
be to deve
well. This
needs of th
e done for b
material to p
t germs as
equired in t
oardings, P
Positio
As the t
protectio
germs
common
umers of
healthy
well as an
r money
ure 6) to
elop the
can be
he more
both the
promote
well as
terms of
ennants,
oning
trusted
on over
s and
illnesses
CSR Campaigns
o Couple with charitable and environmental organisations such as
Ministry of Health, Schools, UNICEF, Save the children, WSUP, Red
cross, The water board, etc. to promote the behavioural change in hand
washing
o Conduct educational campaigns throughout the country, educating
people, especially children about the common illnesses, causes for the
illnesses as well as how to prevent them
Line extension development to cater to the beauty market
5. Conclusion
The Brand Audit for Lifebuoy revealed that, the Brand Planning process should
concentrate more on the marketing message and the Brand promise. While Lifebuoy has a
sound brand promise it is not presented effectively. So the Brand plan will include
extensive reworking of the communication.
Another conclusion driven from the audit is that Lifebuoy is in need of repositioning as
it is in the Maturity stage of its life cycle. This also double up to be a growth strategy
along with increasing consumption of the product in order to maximise revenues.
6.
F
F
Dis
trib
uto
r
Appendix
Figure 1: Po
Figure 2: Th
Att
ract
iven
ess
Low
High
Cor
Macr
Environ
x
ower Matri
he Five for
The
Distr
Mw
h
rporation
ro
ment
Com
B
ix
ces of the B
Brand Be
ibutor (M
Bargainin
Unhe
Marketing
Oper
L
mpetitor
Di
Brand
Brand Sphe
enefit from
More Distri
ng Power)
ealthy
g Climax t
rate in
Low
Custom
istributor
ere
m the
ibutor
)
to
Brand St
er
Partner
Effort (I
will h
Impr
Distr
ba
rength
rship/Join
Ideal Situ
have an ad
ove or elim
ibutor (m
argaining
Hig
nt Marketi
ation as b
dvantage)
minate the
ore Brand
Power)
h
ing
oth
e
d
F
F
Per
son
al D
isp
osab
le
Per
ceiv
ed B
ran
d
Figure 3: Br
Figure 4: A
p
Low
High
Minor
Major
randing Op
Typology o
Cha
Stress
h
Rout
Tend
Limi
pportunity
of Consum
(a)
arge for co
(c)
s Key Bene
Limi
(d)
tinized Prob
ency to limi
Solvin
(c)
ited Proble
Low
in a Money
mers' Buyin
onvenience
efits & VF
Ti
ited
blem solving
ited Problem
ng
em Solvin
Consum
w
y and Time
g Process
e
FM
me Availa
g
m E
g
mers’ Invo
e Constrain
Justify p
Facilitate
ability
P
Extended P
Facilitate
olvement
ned Society
(b)
price prem
(d)
functiona
Plentiful
(a)
Problem S
(b)
functiona
High
y
mium
al DIY
Solving
al DIY
FFigure 5: MMaslow’s Hiiarachy of N
S
S
A
Needs
Self Estee
Socialisati
Security
Sustenanc
Self
Actualisati
m
on
y
ce
ion
F
F
Mar
ket
s
Figure 7: An
Figure 8: BC
Existing
NewM
ark
et S
har
e
Low
High
nsoff Matr
CG Matrix
Mar
Mag
w
ix
x
rket Devel
arket Pene
Existin
Cash Cow
Dog
Low
lopment
etration
Produc
ng
w
Mark
P
cts & Serv
?
ket Growt
Diversi
Product D
vices
N
St
? The prob
h
Hi
ification
Developme
New
ar
blem child
igh
nt
d
7. References
Chernatony, L. D., 30 January 2013. Brand Building Process. s.l.:s.n.
Detol, 2013. Detol Website. [Online]
Available at: www.detol.com
[Accessed June 2014].
Kotler, P. & Armstrong, G., 2012. Principles of Marketing. 13th Edition ed. s.l.:s.n.
LMRB, 2013. Extrapolated with a pickup factor basis LMRB CONSUMER PANEL
Data, s.l.: LMRB.
LMRB, 2013. LMRB CONSUMER PANEL, s.l.: s.n.
Salika, 2014. Brand Manager, Lifebuoy, Uniliver [Interview] (03 June 2014).
Swadeshi, 2013. Swadeshi Website. [Online]
Available at: http://www.swadeshiherbal.com/
[Accessed 2014].
Unilever, 2012. Unilever Annual Report 2012, s.l.: Unilever.
Unilever, 2013. Unilever Corporate Website. [Online]
Available at: http://www.unilever.com/
[Accessed June 2014].
Unilever, 2013. Unilever Internal Research Information, s.l.: s.n.
Uniliver, 2013. Lifebuoy Official Website. [Online]
Available at: www.lifebuoy.com
[Accessed June 2014].
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