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

2. Unilever and Lifebouy Brand Vision

3. 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

4. Brand Audit Summery

5. 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

6. 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

7. Current Hygiene & Herbal market Segment
Key Brands
2012
2013
Growth %
ADULT HEALTH
10865
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%

8. Objectives

9. 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

10. Strategy, Tactics & Actions

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

12. 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

13. Product Platform
Soap
Hand wash
Shampoo

14. 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

15. 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

16. 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

17. Thank you
Q&A?