final report of c.b
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INTRODUCTION TO UNILEVER
No matter who you are, or where in the world you are, the chances are that Unilevers
products are a familiar part of your daily routine. Every day, around the world, people reachfor Unilever products.
UNILEVER TODAY
Unilevers brands are trusted everywhere and, by listening to the people who buy them,
Unilever has grown into one of the world's most successful consumer goods companies. In
fact, 160 million times a day, someone somewhere chooses a Unilever product.
Look in your fridge, or on the bathroom shelf, and you're bound to see one ofUnilevers well-known brands. Unilever creates market and distribute the products that people choose to
feed their families and keep themselves and their homes clean and fresh.
People's lives are changing fast. As the way we all live and work evolves, our needs and tastes
change too. At Unilever, they aim to help people in their daily lives. So Unilevers keep
developing new products, improving tried and tested brands and promoting better, more
efficient ways of working.
Unilevers have a portfolio of brands that are popular across the globe - as well as regional
products and local varieties of famous-name goods. This diversity comes from two ofUnilevers key strengths:
Strong roots in local markets and first-hand knowledge of the local culture. World-class business expertise applied internationally to serve consumers everywhere.
Focusing on performance and productivity, Unilever encourage their people to develop new
ideas and put fresh approaches into practice. Hand in hand with this is a strong sense of
responsibility to the communities Unilever serve. Unilever don't only measure success in
financial terms; how Unilever achieve results is important too. Unilever work hard to conduct
their business with integrity - respecting their employees, their consumers and the
environment around us.
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UNILEVER PAKISTAN
In 1948, it was established in Pakistan, in a small town of Rahim Yar Khan. Nature of their business enables their brands to be the pulse and heartbeat of the 164 million
people in Pakistan it operates through 4 regional offices.
4 wholly owned and 6 third party manufacturing sites across Pakistan. The company contributes a significant proportion of the country's taxes. Employs a large number of local managers and workers.
MISSION
Unilever's mission is to add vitality to life. We meet everyday needs for nutrition, hygiene, and personal cares with brands that help
people feel good, look good and get more out of life.
VISION STATEMENT
Make a positive difference to the lives of low income consumers. Create new opportunities for growth. Improve the overall quality of life in Pakistan, by promoting education, nutrition, health and
hygiene.
PURPOSE & PRINCIPLES
Unilevers corporate purpose states that to succeed requires "the highest standards of
corporate behavior towards everyone we work with, the communities we touch, and theenvironment on which Unilever have an impact."
ENVIRONMENT & SOCIETY
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Unilevers commitment to communities and the environment is integral to the way Unilever
do business
SCIENCE & TECHNOLOGY
Innovation enables Unilever to meet people's needs and aspirations in ways that engage and
appeal
NUTRITION, HYGIENE & PERSONAL CARE
Unilever is constantly striving to create more foods that make a positive contribution to
health
PRODUCT RANGE
Unilever divide their product range in four categories which are as follows:
Healthy living Cooking & eating Around the house Beauty & style
HISTORY OF UNILEVER
Unilever's corporate mission to add vitality to life shows how clearly the business
understands 21st century-consumers and their lives. But the spirit of this mission forms a
thread that runs throughout Unilevers history.
HELPING PEOPLE GET MORE OUT OF LIFE
In the 1890s, William Hesketh Lever, founder of Lever Bros, wrote down his ideas for Sunlight
Soap his revolutionary new product that helped popularize cleanliness and hygiene in
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Victorian England. It was 'to make cleanliness commonplace; to lessen work for women; to
foster health and contribute to personal attractiveness, that life may be more enjoyable and
rewarding for the people who use our products'.
This was long before the phrase 'Corporate Mission' had been invented, but these ideas have
stayed at the heart of our business. Even if their language - and the notion of only women
doing housework has become outdated.
In a history that now crosses three centuries, Unilever's success has been influenced by the
major events of the day economic boom, depression, world wars, changing consumer
lifestyles and advances in technology. And throughout we've created products that help
people get more out of life cutting the time spent on household chores, improving
nutrition, enabling people to enjoy food and take care of their homes, their clothes and
themselves.
BALANCING PROFIT WITH RESPONSIBLE
CORPORATE BEHAVIOUR
In the late 19th century the businesses that would later become Unilever were among the
most philanthropic of their time. They set up projects to improve the lot of their workers and
created products with a positive social impact, making hygiene and personal care
commonplace and improving nutrition through adding vitamins to foods that were already
daily staples.
Today, Unilever still believes that success means acting with 'the highest standards of
corporate behavior towards our employees, consumers and the societies and world in which
we live'. Over the years we've launched or participated in an ever-growing range of initiatives
to source sustainable supplies of raw materials, protect environments, support local
communities and much more.
Through this timeline you'll see how our brand portfolio has evolved. At the beginning of the
21st century, our Path to Growth strategy focused us on global high-potential brands and our
Vitality mission is taking us into a new phase of development. More than ever, our brands are
helping people 'feel good, look good and get more out of life' a sentiment close to Lord
Leverhulme's heart over a hundred years ago.
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TIMELINE
19TH CENTURY
Although Unilever wasn't formed until 1930, the companies that joined forces to create the
business we know today were already well established before the start of the 20th century.
The business expands into Central and Eastern Europe and further sharpens its focus on
fewer product categories, leading to the sale or withdrawal of two-thirds of its brands.
THE 21ST CENTURY
The decade starts with the launch of Path to Growth, a five-year strategic plan, and in 2004
further sharpens its focus on the needs of 21st century-consumers with its Vitality mission.Unilever is one of the world's leading suppliers of fast-moving consumer goods. Here are
some recent highlights from our three global divisions - Foods, home care and personal care.
BRANDS OF UNILEVER
160 million times a day, in 170 countries, people use the products of Unilever brands at key
moment of their day.
1. FOOD BRANDSUnilever is one of the world's leading food companies. Unilevers passion for understanding
what people want and need from their food - and what they love about it - makes Unilevers
brands a popular choice.
BADAMI
"Badami" is Walls response to the traditional kulfi.
BLUE BAND
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Blue Band is essential for a familys healthy growth and development and to enjoy a
lifestyle full of vitality.
BROOKE BOND A1
Brook Bond A1 is the strong cup of tea that gives the strength to face challenges and stand
up for what you believe in.
BROOKE BOND SUPREME
Brooke Bond Supreme is part of life for the Pakistani consumer, bringing families closer
together with its rich taste and traditions
CORNETTO
The Cornetto experience consists of a delicious, crispy-baked wafer, coated inside fro m top
to bottom with a chocolate layer, rich ice cream inside, topped off with sauce and chocolate
chips.
ENERGILE
Energile Bringing Vitality to your life.
FRUTTARE
Fruttares mission is to inspire in people the freedom to indulge by providing both pleasure
and health through the natural goodness of fruit without the guilt of too many calories.
KNORR
Knorr believes in adding magic to every day meal moments.
LIPTON
Lipton is Tea Tea is Lipton.
MAGNUM
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Celebrate pleasure with the tempting Magnum range an irresistible combination of thick,
cracking chocolate with creamy vanilla ice cream.
PEARL DUST
Lipton Pearl Dust is the Sindhi soul that imbues intimacy and warmth in a couples
relationship
RAFHAN
From the highly nutritious and healthy Corn Oil to the lip smacking Desserts Rafhan today
offers a complete meal package with the cherry on top!
UNILEVER
Unilever Food Solutions helps chefs serve tasty, wholesome meals that keep guests coming
back for more. We create ingredients that save precious prep time in the kitchen, without
compromising on flavor or flair.
WALL'S DESSERTS
At Walls, we like to think we have one of the best jobs in the whole world; making delicious
frozen dessert treats for the whole family.
WALL'S HEART BRAND
The Walls Heart brand stands for a good honest scoop of pleasure.
WALL'S KID'S RANGE
Walls Kid's Range brings to you the surprise of delicious frozen desserts wrapped around fun
and adventure.
2. HOMECAREBRANDS
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In many parts of the world Unilever lead the home care market, with brands such as Omo,
Surf, Comfort and CIF. It's more than just hygiene with homes and clothes that are clean
and cared for, Unilever help us get more out of life.
COMFORT
Comfort was launched in Pakistan in July 2007 and is available in 3 variants: Comfort Floral
Pink, Comfort Classic Blue and Comfort Pure White.
RIN
Consumer insight shows that one of the leading drivers that indicate a good wash is the level
of whiteness and brightness that clothes have after the use of a detergent powder. Rin is
formulated to offer whiteness and bring back life in your everyday clothes.
SUNLIGHT
Sunlight aims to transform the chore of washing clothes into a moment of delight for
Pakistani housewives by giving them a magical wash experience of lemons and thousands of
flowers.
SURF EXCEL
Remember when you were a child? How you were free to explore, returning home covered in
dirt and other stains that you wore like the badges of an intrepid discoverer?
VIM
The globally renowned brand with its revolutionary one-wipe degreasing formula, now in
Pakistan!
3. PERSONAL CARE BRANDSUnilevers personal care brands, including Dove, Lifebuoy, Lux, Pond's, Rexona and Sunsilk,
are recognized and respected around the world. They help consumers to look good and feel
good and in turn get more out of life.
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CLEAR
Clear spells confidence for the young Pakistanis of today.
CLOSE UP
Our mouths are our gateway to life. We use them to eat, drink, talk, laugh, and smile and
what not!
DOVE
To help you enjoy your own brand of beauty, Dove provides an extensive range of cleansing
and personal care products.
FAIR &LOVELY
Asias leading fairness brand.
LIFEBUOY SHAMPOO
Providing healthy hair to all Pakistani consumers.
LIFEBUOY SOAP
Lifebuoy's goal is to provide affordable and accessible hygiene and health solutions.
LUX
Lux brings out the star in you!
PONDS
Making a real difference to women's skin and the way they live their lives.
REXONA
With Rexona you know your deodorant wont let you down.
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SUNSILK
Sunsilk provides real solutions to women's everyday hair needs everywhere.
VASELINE
To help you enjoy great, healthy skin everyday.
LIFE STORY: THE HISTORY OF LIFEBUOY
HISTORYOFLIFEBUOYSOAP
Lifebuoy is a famous and distinctive brand of soap that was created by the Lever Brotherssoap factory in 1894. It was the first soap to use carbolic acid, which gave it a red color and
strong, medicinal scent. Lifebuoy is still manufactured today and is the leading brand of soap
in many developing countries.
HISTORY
In 1885 William Hesketh Lever and his brother James began a small factory in Warington,
England, where they used palm and vegetable oils instead of tallow to produce soap. The first
soap they produced was called Sunlight Soap, which was used primarily for householdcleaning.
As the Lever Brothers' business grew, they expanded their company and built a larger factory
as well as an employee village for workers on the Wirral Peninsula (eventually called Port
Sunlight) across from Liverpool. While in Port Sunlight, the company began to experiment
with creating different types of soap and Lifebuoy was born.
The brand went global in 1911 and began distributing to countries such as the United States,
Germany, Switzerland and Canada.
A CATALYST FOR DISCOVERY:THE INDUSTRIAL REVOLUTION
In 1894, William Hesketh Lever launched Lifebuoy in the UK as the Royal Disinfectant Soap.
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Lever grew up in industrialized Bolton, Lancashire, which was a typical English city of the
Industrial Revolution era, with thousands of people living in slums where disease ran
rampant. Epidemics of typhoid, dysentery and yellow fever were common and infant
mortality was exceptionally high.
'Cleanliness is next to godliness' was a common theme of reformist groups, which demanded
hygiene education and improved living conditions for the poor and working classes. They also
demanded a preventative approach to reduce disease and illness that were primarily caused
by unsanitary conditions.
THE ROLE OF CARBOLIC ACID
Discovered in the 1860's, carbolic acid had antibacterial properties and was frequently usedin hospitals. Lifebuoy soap became the world's first health soap to contain the revolutionary
ingredient.
Right from its launch, Lifebuoy was always regarded as more than just soap by its consumers.
It became a daily fixture in their lives, as it provided the entire family with hygiene and
protection from disease a true 'lifesaver'.
Carbolic acid also gave Lifebuoy soap its distinctive scent, which became synonymous with
cleanliness and health for years to come.
LEVER'S VISION AND THE BRAND'S SOCIAL MISSION
Lever believed each business had responsibilities towards the community at large, and saw
Lifebuoy as a vehicle to promote hygiene and better living standards for all.
From its launch in 1894, marketing of the Lifebuoy brand focused on hygiene education as a
means to fight disease. The brand's advertising counselled audiences on various health
issues, including the role of germs and microbes in spreading disease while providing tips to
keep the home and family clean and healthy. Press campaigns, working demonstrations and
door-to-door visits were all integral to the Lifebuoy campaigns to educate people about
hygiene.
A GLOBAL BRAND FROM THE START; A GLOBAL BRAND TODAY
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Lifebuoy first came to South Asia via India in 1895, entering a large, complex market. By the
mid-1930s, there was such demand for the brand that the Lever Brothers started
manufacturing Lifebuoy soap at several factories in India.
A number of sophisticated distribution routes by road, rail and water channels were created
to extend the brands reach to consumers in Sri Lanka, Burma, Bangladesh, and Pakistan
markets that all had a pressing need for hygiene education and disease control.
As one of the first carbolic soaps to be sold in these markets, the germ protection efficacy of
Lifebuoy provided vital hygiene protection.
PRODUCT PORTFOLIO OF LIFEBUOY
The Lifebuoy brand has, since 1894, supported people in their quest for better personal
hygiene. The classic red bar of Lifebuoy soap and its distinctive carbolic smell has been
synonymous with cleanliness throughout the twentieth century.
Today, the Lifebuoy brand is more than the quintessential bar of red soap. With its six bar
soap variants and specially designed body washes, Lifebuoy protects your family from 10
infection causing germs. These, along with its range of liquid hand wash and hand sanitizer
ensure daily hygiene and freshness for your entire family.
1)BARSOAPMothers are the true experts when it comes to their familys health. These six variants help
you protect your family from the 10 infection causing germs and stay one step ahead of them.
LIFEBUOY TOTAL PROTECT BAR SOAP
Active kids need unbeatable, long-lasting protection from germs. Lifebuoy Total protect Bar
Soap is lab-proven to keep your family protected from 10 infection causing germs.
LIFEBUOY MILD CARE BAR SOAP
Lifebuoy Mild care Bar Soaps special formula is designed for delicate skin, balancing
protection and care. It protects from 10 infection causing germs.
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LIFEBUOY NATURE PURE BAR SOAP
Trust nature to offer the safest and most effective solution. Lifebuoy Nature pure Bar Soap
draws from the goodness of herbal extracts, which is safe on skin and lab-proven to keep
your family protected from 10 infection causing germs.
LIFEBUOY ACTIVFRESH BAR SOAP
Your active lifestyle demands protection from odour causing germs. Lifebuoy Activfresh Bar
Soap is lab-proven to fight germs that cause body odour, providing long-lasting freshness and
protection.
LIFEBUOY VITA PROTECT BAR SOAP
Lifebuoy Vita protect Bar Soap, with Vitamin A, C & E extracts, helps protect from 10 skin
infection causing germs, and its combinations of vitamins help nourish the skin.
LIFEBUOY MOISTURE PLUS BAR SOAP
Lifebuoy Moisture plus Bar Soap, with yoghurt extracts, helps protect from 10 skin infection
causing germs, while goodness of yoghurt helps moisturize skin.
2)BODYWASHEveryday, dirt and pollution blocks pores, providing a fertile breeding ground for harmful
germs, ultimately resulting in various skin problems. Lifebuoy Body Wash provides deep
cleansing of pores, protecting against the three root causes of skin health problems clogged
pores, over-drying, and germs.
LIFEBUOY TOTAL PROTECT BODY WASH
Designed for active kids who need unbeatable protection, Lifebuoy Total protect Body Wash
provides long-lasting germ protection after a bath.
LIFEBUOY MILD CARE BODY WASH
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Sensitive skin demands a balance between protection and care. Lifebuoy Mild care Body
Washs special formula is designed to be mild on delicate skin, at the same time protecting it
from germs.
LIFEBUOY
NATURE PURE
BODY
WASH
Lifebuoy Nature pure Body Wash has the goodness of herbal extracts. It is safe on skin and
lab-proven to keep your family protected from germs
LIFEBUOY ACTIVFRESH BODY WASH
Lifebuoy Activfresh Body Wash envelopes you in its fresh fragrance protects you from odour
causing germs and helping you keep your active lifestyle intact.
LIFEBUOY VITA PROTECT BODY WASH
Lifebuoy Vita protect Body Wash, with Vitamin A, C & E extracts, cleanses deep into pores to
protect from 10 skin infection causing germs, and its combinations of vitamins help nourish
the skin.
LIFEBUOY MOISTURE PLUS BODY WASH
Lifebuoy Moisture plus Body Wash, with yoghurt extracts, cleanses deep into pores to protect
from 10 skin infection causing germs, while goodness of yoghurt helps moisturize skin.
3)HANDWASHClean, germ-free hands are the key to good health, as ingestion of germs from unhygienic
hands at mealtimes is the most likely cause for common diseases. Lifebuoy Hand wash offers
germ protection, with a unique formulation that generates a rich lather. This provides an
effective and hygienic wash in every corner of the hands and nails, at the same time leaving
your hands pleasantly fragrant.
LIFEBUOY TOTAL HAND WASH
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Our hands help us experience the world and are often the part of our body most exposed to
germs. Lifebuoy Total Hand Wash is proven to protect hands from the germs that cause
diarrhoea and stomach infections.
LIFEBUOY
CARE
HAND
WASH
We use our hands to do a lot of our work throughout the day, which can sometimes leave
them feeling dry and sensitive. Lifebuoy Care Hand Wash provides gentle, moisturizing germ
protection that leaves your hands soft and supple.
LIFEBUOY NATURE HAND WASH
Lifebuoy Nature Hand Wash offers protection from germs with the natural goodness of
ingredients such as herbal extracts, leaving hands with a pleasant fragrance.
LIFEBUOY ACTIVFRESH HAND WASH
Working in the kitchen, odour from food items tends to persist on your hands even hours
after washing. Lifebuoy Activfresh Hand Wash provides proven protection for hands against
germs and persistent kitchen odours.
4)HANDSANITIZERLifebuoy Hand Sanitizer is ideal to sanitize your hands on all the below mentioned moments
and keep them germ & virus free:
Before eating After sneezing After shaking hands After using/touching common objects like lift button, door knobs
WHY LIFEBUOY HAND SANITIZER?
Lifebuoy Hand Sanitizer effectively disrupts bacterias cell membrane & viruss outer coatthereby kills bacteria & inactivates viruses on your hands.
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Proven to instantly kill 99.99% germs without water. Proven to kill H1N1 virus Dries quickly, is non-sticky and has soothing fragrance. Has Moisturizer and Vitamin E to keep your hands soft and smooth
5)MENSRANGEMale skin is more oily and sweaty, making it more prone to attacks from germs that cause
skin problems and body odour.
Lifebuoy Men's Body Washes are specially formulated to wash away excess oil and sweat,
protecting against body odour and other problems caused by germs. Two variants provide the
most important benefits to men's skin:
Deodorizing - protection from sweat and stickiness, and Hydrating - helping to moisturize skin.6)CLEAR SKIN
Lifebuoy Clear Skin provides specialist protection from acne, which results from oil and dirt
coming together. Mineral clay or "multani mitti" absorbs the oil from your skin, while
washing away germs and dirt to greatly reduce the incidence of acne. In fact, Lifebuoy Clear
Skin is proven to reduce acne by up to 70% in six weeks, guaranteeing visibly clearer skin.
COMPETITORS OF LIFEBUOY SOAP
Lifebuoy has two major viable competitors in Pakistan:
A.DETTOL SOAPS Dettol Original Antibacterial Soap contains an active germicide that gives protection from
germs including E.coli and Salmonella. Used regularly helps to combat perspiration odour and
leaves skin reassuringly clean & healthy.
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Dettol soap has four variants in the market available nationally - Dettol Original, DettolSkincare, and newly launched Dettol Fresh. The new improved soap range continues to bear
recommendation from IMA - India Medical Association.
Dettol is the trade name for a line of liquid and solid antiseptic cleansing productsmanufactured by Reckitt Benckiser. It is ranked as the 48th most trust brand in India by The
Brand Trust Report 2011.
As several of the ingredients are insoluble in water, Dettol produces a white emulsion of oildroplets when diluted during use.
The active ingredient which defines its unique antiseptic property is an aromatic chemicalcompound known as chloroxylenol (C8H9ClO).
Chloroxylenol makes up 4.8% of Dettol's total mixture, with the rest composed ofpineoil, isopropanol, castor oil soap, caramel, and water.
The traditional liquid product is a light yellow colour, but becomes milky white when dilutedin water. The diluted mixture can be used to clean cuts or wounds, etc.
Diluted Dettol may also be used to treat acne, however, no trial have been done, and is notapproved for this indication by the Food and Drug Administration (FDA).
B.SAFEGUARD SOAPS Safeguard is an anti-bacterial soap that provides superior longer lasting germ protection.
Safeguard helps protect your family from germs which are found everywhere even on
apparently clean surfaces.
Safeguard is a leading antibacterial soap that provides superior longer lasting germ protectionfor the entire family. Launched in Pakistan in 1995 by Procter & Gamble (P&G), Safeguard has
set new standards for defining "health & hygiene" in Pakistan.
Being the Doctors No. 1 Choice, it is recommended by health experts across Pakistan.POSITIONING OF LIFEBUOY SOAP
Lifebuoy soap is a very old brand of bath soap in Pakistan. Life Buoy is an anti bacterial soap
and in the beginning it positioned itself on its antibacterial qualities, lifebuoy gained a
number of customers with this positioning, but then there comes the competition with the
Dettol soap & Safeguard. All this put Lifebuoy out of lime light and to survive in market,
Lifebuoy positioned itself on price it became low price antibacterial soap. This strategy mayhave boosted short term sales of Lifebuoy but it lost its brand value and credibility in the
minds of customers. Lifebuoy needed to reposition itself on quality rather than price.
http://en.wikipedia.org/wiki/Trade_namehttp://en.wikipedia.org/wiki/Antiseptichttp://en.wikipedia.org/wiki/Reckitt_Benckiserhttp://en.wikipedia.org/wiki/The_Brand_Trust_Reporthttp://en.wikipedia.org/wiki/The_Brand_Trust_Reporthttp://en.wikipedia.org/wiki/Emulsionhttp://en.wikipedia.org/wiki/Aromatic_chemical_compoundhttp://en.wikipedia.org/wiki/Aromatic_chemical_compoundhttp://en.wikipedia.org/wiki/Chloroxylenolhttp://en.wikipedia.org/wiki/Pine_oilhttp://en.wikipedia.org/wiki/Pine_oilhttp://en.wikipedia.org/wiki/Isopropanolhttp://en.wikipedia.org/wiki/Castor_oilhttp://en.wikipedia.org/wiki/Caramelhttp://en.wikipedia.org/wiki/Waterhttp://en.wikipedia.org/wiki/Ouzo_effecthttp://en.wikipedia.org/wiki/Ouzo_effecthttp://en.wikipedia.org/wiki/Acne_vulgarishttp://en.wikipedia.org/wiki/Food_and_Drug_Administrationhttp://en.wikipedia.org/wiki/Food_and_Drug_Administrationhttp://en.wikipedia.org/wiki/Acne_vulgarishttp://en.wikipedia.org/wiki/Ouzo_effecthttp://en.wikipedia.org/wiki/Ouzo_effecthttp://en.wikipedia.org/wiki/Waterhttp://en.wikipedia.org/wiki/Caramelhttp://en.wikipedia.org/wiki/Castor_oilhttp://en.wikipedia.org/wiki/Isopropanolhttp://en.wikipedia.org/wiki/Pine_oilhttp://en.wikipedia.org/wiki/Pine_oilhttp://en.wikipedia.org/wiki/Chloroxylenolhttp://en.wikipedia.org/wiki/Aromatic_chemical_compoundhttp://en.wikipedia.org/wiki/Aromatic_chemical_compoundhttp://en.wikipedia.org/wiki/Emulsionhttp://en.wikipedia.org/wiki/The_Brand_Trust_Reporthttp://en.wikipedia.org/wiki/The_Brand_Trust_Reporthttp://en.wikipedia.org/wiki/Reckitt_Benckiserhttp://en.wikipedia.org/wiki/Antiseptichttp://en.wikipedia.org/wiki/Trade_name -
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RE-POSITIONING CAMPAIGN
The repositioning campaign of Lifebuoy was started at 2008, but it became more prominent
and became effective in 2009, Lifebuoy along with the advertisement has improved its qualityand fragrance, most of the people had shifted from lifebuoy because it was low quality and it
smelled terribly, as Lifebuoy has improved its quality all it needed to run an effective
advertisement campaign to get the customers attention. The advertisement team of Lifebuoy
came up with excellent theme.
Healthy Hoga Pakistan
And it is targeting parents which are their target market, Lifebuoy made very effective ad
and it also used fear strategy (which is effective in case of antibacterial soap). This has
enabled Lifebuoy to get more and more customers. Now days, Lifebuoy is every where in
Television, Radio, Newspapers and Billboards, Lifebuoy is running a huge campaign topromote itself which is very necessary in case of repositioning the brand.
MARKETING MIX OF LIFEBUOY
PRODUCT
Launched as carbolic red disinfectant soap. Initially meant only for health & hygiene. Moved on to freshness, beauty care, nature care & deodorant. Rejuvenated product cycle by increasing line /length.
PRICE
Targeted lower & middle income groups mainly the rural consumers. Priced at comparatively low price to attract more customers. Moved on to high prices following the process of trading-up.
PLACE
With strong distribution channel mainly targeted rural market.PROMOTION
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Initially positioned as a male brand then moved on to family.BRAND
Used health programs for promotion to make people aware about health & hygiene.
PRODUCT LIFE CYCLE OF LIFEBUOY
INTRODUCTION
Launched in 1895 and positioned as health and value platform. Targeted initially at male with unique jingle. Promoted by football players and athletes. The soap was brick red and carbolic ingredient.
GROWTH
Grown at very fast rate. Sold almost in every part of Pakistan. Promotion and distribution channel strengthen to maintain supply.
MATURITY
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Over period of 100 years, reached its maturity level. Market share becoming almost stagnant. Some customers became loyal while some went for new product. Same brand image limited consumer base.
DECLINE STAGE
Soap market fairly sluggish in 2001. Lifebuoy share declined more than market decline.15--20% decline in volume of sale.
RE-LAUNCH
Lifebuoy no longer a carbolic soap. Its now toilet soap with different health fragrance. Size, formulation, packing, perfume had size, and formulation had undergone sea change. At the beginning focus on male, now focus is on whole family. Regained its position as strongest brand in soap market.
RESEARCH OBJECTIVES
We are conducting our research report on consumer behavior topic of consumer concept test.
In which we analyzed the consumer psyche towards the lifebuoy soaps and had different
perceptions of consumer about it.
SAMPLE SIZE
The population or sample size we have acquired is about 100 individuals.
RESEARCH METHODOLOGY
For accessibility and availability of information we have chosen to work on the research on
consumer behavior of Pakistan Unilever Ltd. As the company operates in the market with ahuge number of products in different industries, we have decided to focus on one of their
world wide successful brands, LIFEBUOY. Most of the information used in this report is from:
PRIMARY SOURCES
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The main source of information was the focus group discussions. We have chosen close ended questionnaire research. In which we had prepared a
questionnaire consisting of 18 different questions about lifebuoys soaps. In questionnaire we
had used different scales of measurement the firs one is 5 likert scales (i.e, excellent, very
good, good, fair, and bad). The second is base on different color scale (i.e, red, green, white).And last consist of dichotomous scale (i.e, yes and no).
SECONDARY SOURCES
In addition information was also collected from websites.
SAMPLE OF QUESTIONNAIRE
NAME:
GENDER: Male FemaleQULIFICATION:
AGE: 15-25 26-30 31-35 36-above
OCCUPATION
NOTE: ( ) Mark One Option From Each Question.
EXCELLENT VERY
GOOD
GOOD FAIR BAD
5 4 3 2 1
1. Rank, whenever you hear about lifebuoys soaps, what perception is created in your mindaccording to the level of a brand?
5 4 3 2 12. Rank, lifebuoys soaps range?
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5 4 3 2 13. Rank, how much the shape of lifebuoys soaps is good?
5 4 3 2 14. Rank, lifebuoys soaps packaging?
5 4 3 2 15. Rank, lifebuoys soaps price or affordability?
5 4 3 2 16. Rank, how does lifebuoy seems as antibacterial soap?
5 4 3 2 17. Rank, how much you satisfy with the quality of lifebuoys soaps?
5 4 3 2 18. Rank, how much lifebuoys soaps advertisement and sales promotions attract you for buy its
soaps?
5 4 3 2 19. Rank, how much you motivated with the concept ofhand wash with lifebuoys soaps?
5 4 3 2 110.What rank you give to the availability of lifebuoys soaps in the market?
5 4 3 2 111.Rank, how much lifebuoy soaps are better then its competitors like Safeguard and Dettol?
5 4 3 2 112.Which rank you give of re-launch to the lifebuoys soap after its decline?
5 4 3 2 113.Rank, how much you like the celebrity endorsement in lifebuoys ads like Waseem Akram?
5 4 3 2 1
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14.Which lifebuoys soap you prefer most? Lifebuoy total(Red) Lifebuoy nature(Green) Lifebuoy care(White)
15.Which lifebuoys soaps fragrances you like most? Lifebuoy total(Red) Lifebuoy nature(Green) Lifebuoy care(White)
16.Which lifebuoys soaps color you like most?
17.Do you like the lifebuoys campaign, healthy hoga Pakistan? YES NO
18.If lifebuoy introduce its beauty soap, will you buy it or not? YES NO
DATA COLLECTION & FINDINGSResult after analyzing the research, falls as follows:
QUESTION # 01 RANK PERCENTAGE %
Rank, whenever
you hear about
lifebuoys soaps,
what perception is
created in yourmind according to
the level of a
brand?
EXECELLENT 13%
VERY GOOD 31%
GOOD 33%
FAIR 17%
BAD 6%
Lifebuoy total(Red) Lifebuoy nature(Green) Lifebuoy care(White)
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QUESTION # 02 RANK PERCENTAGE %
Rank, lifebuoys
soaps range?
EXECELLENT 8%
VERY GOOD 30%
GOOD 35%
FAIR 20%
BAD 7%
QUESTION # 03 RANK PERCENTAGE %
Rank, how much
the shape of
lifebuoys soaps is
good?
EXECELLENT 17%
VERY GOOD 17%
GOOD 40%
FAIR 18%
BAD 8%
QUESTION # 04 RANK PERCENTAGE %
Rank, lifebuoys
soaps packaging?
EXECELLENT 9%
VERY GOOD 27%
GOOD 46%
FAIR 13%
BAD 5%
QUESTION # 05 RANK PERCENTAGE %
Rank, lifebuoys EXECELLENT 25%
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soaps price or
affordability?
VERY GOOD 27%
GOOD 27%
FAIR 17%
BAD 4%
QUESTION # 06 RANK PERCENTAGE %
Rank, how does
lifebuoy seems as
antibacterial
soap?
EXECELLENT 12%
VERY GOOD 31%
GOOD 32%
FAIR 18%
BAD 7%
QUESTION # 07 RANK PERCENTAGE %
Rank, how much
you satisfy with
the quality of
lifebuoys soaps?
EXECELLENT 18%
VERY GOOD 28%
GOOD 35%
FAIR 16%
BAD 3%
QUESTION # 08 RANK PERCENTAGE %
Rank, how much
lifebuoys soaps
advertisement
and sales
promotions
attract you for buy
EXECELLENT 18%
VERY GOOD 20%
GOOD 44%
FAIR 14%
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its soaps? BAD 4%
QUESTION # 09 RANK PERCENTAGE %
Rank, how much
you motivated
with the concept
of hand wash with
lifebuoys soaps?
EXECELLENT 13%
VERY GOOD 34%
GOOD 29%
FAIR 18%
BAD 6%
QUESTION # 10 RANK PERCENTAGE %
What rank you
give to the
availability of
lifebuoys soaps in
the market?
EXECELLENT 34%
VERY GOOD 32%
GOOD 23%
FAIR 5%
BAD 6%
QUESTION # 11 RANK PERCENTAGE %
Rank, how much
lifebuoy soaps are
better then its
competitors like
Safeguard and
Dettol?
EXECELLENT 8%
VERY GOOD 23%
GOOD 32%
FAIR 25%
BAD 12%
QUESTION # 12 RANK PERCENTAGE %
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Which rank you
give of re-launch
to the lifebuoys
soap after its
decline?
EXECELLENT 13%
VERY GOOD 39%
GOOD 27%
FAIR 16%
BAD 5%
QUESTION # 13 RANK PERCENTAGE %
Rank, how much
you like the
celebrity
endorsement inlifebuoys ads like
Waseem Akram?
EXECELLENT 24%
VERY GOOD 32%
GOOD 19%
FAIR 17%
BAD 8%
QUESTION # 14 SOAP PERCENTAGE %
Which lifebuoys
soap you prefer
most?
RED 31%
GREEN 27%
WHITE 42%
QUESTION # 15 FRAGRANCE PERCENTAGE %
Which lifebuoys
soapsfragrances
you like most?
RED 33%
GREEN 19%
WHITE 48%
QUESTION # 16 COLOUR PERCENTAGE %
Which lifebuoys RED 39%
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soaps color you
like most?
GREEN 29%
WHITE 32%
QUESTION # 17 OPTIONS PERCENTAGE %
Do you like the
lifebuoys
campaign,
healthy hoga
Pakistan?
YES 86%
NO 14%
QUESTION # 18 OPTIONS PERCENTAGE %
If lifebuoy
introduce its
beauty soap, will
you buy it or not?
YES 72%
NO 28%