Sobanoo Zain SLIM DBM Batch II - 16773 Lifebuoy Brand Plan 2014 Sobanoo Zain SLIM DBM Batch II - 16773

Unilever and Lifebouy Brand Vision

Lifebuoy’s values are summarised in what they call as ‘The Compass’ or ‘Winning With Pillars’ statement. In short it means to double the profit while making the society a better place to live in. Winning with brands and innovation Winning in the market place Winning through continuous improvement Winning with people

Brand Audit Summery

SWOT Strengths Weaknesses No 1 Hygiene Soap in the market Renown heritage Capable and well-known parent company backing Good penetration even in rural ares Compete in features rather than with emotion Lack of Political Backing Current Economic Situation Opportunities Threats Market diversification give opportunity for growth Emerging trend of hygiene/ health conscience New entrants increasing Diversification reduce the Government backup towards small scale entrepreneurs  

Summarise the impact of the brand sphere Company/Corporation Distributor Customer Competitor Macro Environment Coordination Values Cultures Heritage Communication 7 8   Goal Alignment Power Money Rich Extended Problem Solving 5 Competitive Set Brand Prism 5 Competitive Forces 4 Political Economical Social Technological Environmental Total per section Overall score for the Brand 6

Current Hygiene & 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%

Objectives

To maintain the Market Leader Position and increase the consumer usage of Lifebuoy in the next three years To achieve the above Lenovo need to: Maximise the market share in Sri Lanka by 2% Develop the current brand image to be more emotionally driven than feature based Develop Promotional material to achieve the above target, build on the existing campaigns Bring the story of the heritage of Lifebuoy to the consumers in Sri lanka

Strategy, Tactics & Actions

Positioning Strategy Position: Market Segments and Target Market: No 1 Choice of Soap for the family Market Segments and Target Market: Families with kids

Resonance Trust worthy health companion Marketing Strategy Product Mix Customer Based Brand Equity for Lenovo   Resonance Trust worthy health companion Judgements Hygenic Welknown Feelings Trust Protection Clean Performance protect you from over 10 bacteria in the environment Imagery Kids and family Red and white logo Salience Healthy and hygienic Soap that

Product Platform Soap Hand wash Shampoo

Promotion and marketing Campaigns Positioning Statement: Wash hands more often to stay Healthy Lifebuoy keep you and your family healthy Trust Lifebuoy with your health Marketing Campaigns and Associations Associate it with a mascot – it will be a good image for the children (superman, spiderman) Continue to use Sangakkara Fine tune the marketing communications with a emotional aspects such as trust, friendship, livelihood, happiness

Development/Growth Strategy Competitive Strategy Differentiation from the normal beauty soap segment Development/Growth Strategy Since the market share is already over 95 % of the target market it is advisable for Lifebouy to launch products in the beauty range as well, in order to grow Increase the consumption of the Lifebuoy

Planned Campaigns and Budget for 1 year   Promotions Time period and Budget Campaign to increase usage and convert beauty soap users to Lifebuoy ATL advertising – TV, Radio, Bill Boards Throughout the year Rs 1.2 Million Launching Products Developing new product line for the beauty segment Marketing for the new product Rs 1 Million

Thank you Q&A?