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Question: Over Time, Should Unilever Combine The More Germs and Faster Kill Claims Into Positioning Lifebuoy?

Unilever did not initially use factual information about Lifebuoy killing germs faster than competitors' products when positioning Lifebuoy because focus group participants did not respond well and said the claims were unbelievable. Instead, Unilever looked to position Lifebuoy based on consumer insights, finding that children want to wash their hands quickly. This led to the "Superfast Handwash" campaign highlighting that Lifebuoy kills 99.9% of germs in just 10 seconds, meeting children's need for a quick handwash. Positioning the product based on consumer behavior was more effective at differentiating Lifebuoy than only using factual lab results.

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326 views3 pages

Question: Over Time, Should Unilever Combine The More Germs and Faster Kill Claims Into Positioning Lifebuoy?

Unilever did not initially use factual information about Lifebuoy killing germs faster than competitors' products when positioning Lifebuoy because focus group participants did not respond well and said the claims were unbelievable. Instead, Unilever looked to position Lifebuoy based on consumer insights, finding that children want to wash their hands quickly. This led to the "Superfast Handwash" campaign highlighting that Lifebuoy kills 99.9% of germs in just 10 seconds, meeting children's need for a quick handwash. Positioning the product based on consumer behavior was more effective at differentiating Lifebuoy than only using factual lab results.

Uploaded by

Meskat Hassan KHan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Question: Over time, should Unilever combine the more germs and faster kill claims into positioning

Lifebuoy?

Yes, by combining the two claims, it can make a differentiation against competitors for the lifebuoy
itself. In addition, it also aims to determine the positioning of Lifebuoy as a brand that is unique and
different from its competitors. So, what is caught or received by consumers, namely Lifebuoy, is a germ-
killing product in a fast time.“Kills 99.9% of germs in 10 seconds”

Objective:

establish lifebuoy proposition as unique and differentiate it from competitors

Consumers perceived competitors’ product:

Germ killers

Long-lasting, all-season protection

The Indian soap market is huge, diverse and constantly evolving. In terms of benefits sought by
consumers, the market can be divided into four broad segments: health, naturals, beauty and freshness

Lifebuoy is been positioned by its uses & applications. It is been positioned as a complete family health
soap.

Over time, should Unilever convey the "moregerms" and "faster kill" claims into positioning Lifebuoy?

Yes, because the combined claims helps to differentiate them from competitors.

"Kills 99.9% Of germs in just 10 seconds"

Objective

• Establish Lifebuoy proposition as unique anddifferentiate it from the competition


Consumers perceived competitors products"germ killers"

• long-lasting, all season protection

Lifebuoy having a problem to conquer the market even the product is better than competitor’s product
on germ kill and it could kill even more germs, this can be proved through lab research and Unilever also
claim lifebuoy product is better and more effective. With all the proof by lab research, Lifebuoy should
be the first choice amongst handwasher product but because of customer lack of product knowledge
can be a big issue for Unilever to beat their competitor. This issue is caused of the chosen markets India,
Saudi Arabia and Pakistan, the marketing is based on culture not facts. Based on case study, India may
lack of technology information, Saudi Arabia may cause of product prejudice because Lifebuoy is United
Stated product and Pakistan may lack of technology information and having product prejudice.
Consumer at the three countries form that attitudes because they have a strong need to understand the
character of the people, events, and object they encountered.

WHY DIDN’T UNILEVER USE FACTUAL INFORMATION (E.G., RESULT OF LAB TESTS) ABOUT “FASTER KILL”
TO DIFFERENTIATE LIFEBUOY FROM COMPETITION? ANSWERS Unilever did not use the factual
information because the subjects in the focus groups did not respond well to the factual numbers. These
people in focus groups did not believe that they could really kill more germs. Unilever believe that
beating competitors by going head-to-head against them would not work because during consumer
research studies, when the results of the lab research were shown to them, consumers said this was
unbelievable. Proof or no proof, they were unwilling to budge. In the same time, the lab test also show
that Unilever’s product killed more germs than the competitor’s product, the R&D scientist also
discovered that Lifebuoy could kill germs faster than the competing products. In fact, Unilever’s
handwasher could protect hands from germs in 10 seconds, whereas all other hand washes took one full
minute. So, to alter consumer attitudes by using the elaboration likelihood model (ELM) that changed
attitudes by using one of two different routes to persuasion. The central routes to persuasion reflect
limited problem solving. Unilever did not want to make mistake by just using the facts and figures to
position its product. Rather than going in with just the claim the “faster kill” handwasher, the company
looked extensively for a consumer angle to frame the “faster kill” claim by observing children’s habit.
Usually, children are always rushing and lazy to do things that they aren’t enjoyed. When it comes to
cleaning for children, it is an unnecessary chore that they do as quickly as possible, as they just want to
be finished with it. By focusing on the customer perspective than depend on facts only to differentiate
Lifebuoy from competition, Unilever used campaign titled “Superfast Handwash” used the underlying
insight on children behaviour that only takes 10 second to protect hands from germs. The actions that
combined with the lens of children habits, managed to dislodge the company’s competitors as the last
word germ protection in consumer’s minds.
Lifebuoy Total 10 Hand Wash makes hand washing quicker and more effective than ever before! The
Total 10 handwash contains advanced germ protection ingredient, Activ Naturol Shield, and gives 99.9%
germ protection in just 10 seconds! Lifebuoy Total 10 Hand wash prevents the spread of germs, keeping
the family safe from infection causing germs. It is specially designed to give you and your family superior
germ protection. So now stay 1 step ahead of infections, and keep your hands clean and healthy.

Kids nowadays are Superfast. They are always in a hurry, even at hand washing. Ordinary Soap takes up
to 1 minute to kill germs – but do Kids wash their hands for 1 whole minute? Not ours! That’s why we
created Lifebuoy Total 10 Germ Protection Hand wash Liquid – the Superfast hand wash for Superfast
kids! Powered by our Activ Naturol Shield formula, it kills 99.9% Germs in just 10 seconds, providing
superfast hand protection to keep your kids 1 step ahead of infections such as typhoid, cholera, colds
and flus. So now, don’t worry about whether they are washing their hands for long enough with Slow
Soap!

Handwashing at five key moments in the day (washing hands after going to the toilet, before breakfast,
lunch and dinner, and while having a bath) with Lifebuoy Total 10 antibacterial handwash will keep your
kids protected from germs and diseases as well as make their hands smell great!

Bring home this handy 1lt bottle and enjoy germ-free fresh hands. Its bottle packaging makes it
convenient and hygienic to use for the whole family.

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