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Marketing MIX: Product: Lifebuoy Bar Soap

Lifebuoy bar soap is a product of Unilever Pakistan that has been positioned as a health and hygiene soap. The presentation analyzes Lifebuoy's marketing mix, including its product varieties, pricing strategy, wide distribution network, and promotional activities like TV advertisements. It is suggested that Lifebuoy introduce new products like beauty soap and paper soap, change its design, and also target the older population segment.

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Fatima Kausar
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264 views23 pages

Marketing MIX: Product: Lifebuoy Bar Soap

Lifebuoy bar soap is a product of Unilever Pakistan that has been positioned as a health and hygiene soap. The presentation analyzes Lifebuoy's marketing mix, including its product varieties, pricing strategy, wide distribution network, and promotional activities like TV advertisements. It is suggested that Lifebuoy introduce new products like beauty soap and paper soap, change its design, and also target the older population segment.

Uploaded by

Fatima Kausar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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MARKETING

MIX
Product:
Lifebuoy Bar Soap
Fatima Kausar
Learning Objectives

By the end of this presentation,


students will

Understand the main elements of


the marketing mix (4P’s)
Be able to apply the 4P’s to a
named product.
PRESENTATION PLAN
• Understanding the Marketing Mix
• Selected product(Lifebuoy) Intro
• Identified product STP
• Analysis of Lifebuoy Marketing Mix
• Our Suggestions
MARKETING
MIX
Product Price
Variety Strategy
Quality List prices
Design Discounts
Brand name Allowances
Features Payment period
Packaging Credit terms

Marketing Mix
Place Promotions
Trade channels
Locations Advertising
Transportation Personal selling
Logistics Sales promotions
E-Commerce Public relations
Direct marketing
Corporate identity
LIFEBUOY HISTORY
Introduced by Lever Brothers in 1895 in the United Kingdom

Introduced as a disinfectant soap

One of the oldest brand of Unilever Pakistan

Positioned as health & hygiene soap.


MARKET SEGMENTATION
Characteristics
based on similar
Market Segmentation
Needs
dividing the entire
market of
consumers into Behaviors
diverse groups of
buyers
GEOGRAPHICAL
SEGMENTATION
Geographic segmentation is used by companies that sell products or service
specific to a certain community, state, region, country or group of countries.

• City / Town size: Population within ranges 5-20 million.

• Population density: Urban, suburban and some rural areas

• Climate: Eastern and Western


DEMOGRAPHICAL SEGMENTATION
This divides the market into groups based on
different variables such as age, gender, family size,
income, occupation, education, religion, race and
nationality.
AGE: ranging between 3-45 years (positioned as a family soap)
GENDER: Children, Male and Female
FAMILY SIZE: It targets the entire family but mainly Children
and youngsters
INCOME: Rs. 15000+
CLASS: All classes but mainly middle and lower class
OCCUPATION: students, working men and women.
PSYCHOGRAPHICAL SEGMENTATION
Psychographic includes lifestyle and personality.
• Lifebuoy’s psychographic segment includes people
with “Healthy and hygiene” lifestyle and the
personality they focus on is “achievers”.
• It focuses on housewives and mothers who care
about the health and well being of her family.
• Lifestyle: Outdoor-Oriented and sports-oriented
BEHAVIORAL SEGMENTATION
The behavioral segment categorizes the market segment according to
occasions, benefits, and attitude towards product.
• Lifebuoy behavior segmentation includes
– consumed every day
– every day germ protection
– low or medium price
– health and hygiene.
MARKET TARGETING
Market targeting refers to choosing the most
profitable segment which can attract more
consumers and can generate maximum profits.

– Target market for lifebuoy is all household who can


afford buying soap 
– It targeted the elder people as well as children too by
coming up with kids as ‘germ busters’.
– They target family as a whole too
MARKET PRODUCTS POSITIONED FOR
POSITIONING LIFEBUOY TOTAL Mothers with active kids
• positioned as a complete
family health soap. LIFEBUOY LEMON FRESH Sportsmen or women and kids

• Market:
huge, diverse and constantly LIFEBUOY NATURE Used as herbal soap
evolving
• Market segments LIFE BUOY ITTAR PROTECT Religious events
health, naturals, beauty and
freshness etc. LIFEBUOY COOLFRESH Sports activities

LIFEBUOY CARE AND


PROTECT Pimples or damage skin
ANALYSIS OF LIFEBUOY MARKETING MIX
ANALYSIS OF LIFEBUOY MARKETING MIX
VARIETY
QUALITY
DESIGN
BRAND NAME
EATURES
ACKAGING
LABELLING
PRICE
ANALYSIS OF LIFEBUOY MARKETING MIX
Market-Oriented Pricing Strategy

Rs.55 Rs.52 Rs.55

Rs.45 Rs.54 Rs.60


ANALYSIS OF LIFEBUOY MARKETING MIX
Lifebuoy occupies huge market share in Pakistan

PLACE Its strategy is to make its products available in


every corner of the country, from urban areas to
remotest cities.
Due to its strong network, it has been able to
penetrate even into rural areas.
Lifebuoy spread its products via a chain of
wholesalers, dealers, and retailers.
The products are sold in General stores, and
supermarkets etc.
ANALYSIS OF LIFEBUOY MARKETING MIX

New Ad: Ayeza Khan educate her family about the benefits of Silver Lifebuoy

• It uses aggressive and


creative marketing and
promotional concept
• It uses advertisement,
taglines, and promotional
campaigns
Our Suggestion
• Introduce
 beauty soap
 Paper soap
• Change Design
• Also target old population

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