product safeguard 1

8/2/2019 Product Safeguard 1

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Product: SAFEGUARDSAFEGUARD is the no. 1 antibacterial soap

worldwide. It is the only bar soap registered with

FDA. Safeguard is designed to provide excellent germ

protection for the whole family.Safeguard was launched in 1995 by Procter & Gamble

to set new standards for defining “Health & Hygiene”

in Pakistan. It is an antibacterial soap that provides

germ protection for twice as long as ordinary soap

making it the doctor’s no. 1 recommended choice

throughout the world.in addition to germs protection;

it also fulfills the need of consumers such as beautycare and protection against sweating odor.

Consumer Product:

Safeguard is a fast moving consumer product. It is

easily available at every retailer shop. It satisfies the

consumer needs and wants.

Convenience Product:



Safeguard is a convenient product that consumer can

buy quickly, frequently with a minimum time and

buying effort. It is an essential good and its target

market is all household which mostly include children.It is easily affordable for every consumer.

Core Benefits:It includes: Features, Brand name, Packaging,

Label, Design, Quality level.Features:

• It has better fragrance.

• It provides skin freshness.

• It protects skin from germs.

• It is excellent for treating skin irritations and

seasonal applications.• It belongs to a reputable old company (P&G).

Brand Name:



“Safeguard”

Slogan:

Day through germs protection…. Tick Tick Tick Tick Tick Tick!

Pure White: It provides a core benefit of superior

germ protection.

Aloe Vera: Moisturizes your skin.

Lemon: Makes you feel refreshed with its lemon

smell.

Vitamin E: Cleans your skin and makes it smooth.

Honey: It makes your skin smooth and soft

Packaging:The packaging makes the brand look expert and

modern. This new packaging has clearly identified that

there is a separate product for each skin type.Safeguard is available in a variety of packaging

formats to fulfill all consumers’ needs and

consumptions wants.



Label:The label provides the information like the

ingredients, chemical composition, quantity, logo and

the stamp of FDA with a license number is also

mentioned.

Design:

Safeguard is design in such a way that it shows a logo

of clock which indicates the time period of prevention

from germs.

Quality level:If we use daily then it will be consume in 30days.

It protects our skin from germs up to 24hours. When

we open the packet of soap it provides fresh smell.

It has limited expiry date.



Competitive Advantage:The market share of safeguard is the biggest in

antiseptic soap category with 22% share. Safeguard

users have perception that it provides superior germs

protection continuously, suitable for skin, smell goods

and has easy to grasp it in the hands.

Now days the safeguard is competing with different

brands of other companies such as Dettol, Life boy,

Capri.

Dettol Soap:It is a brand of “Reckitt Benckiser Pak Ltd” and it has

been operating in Pakistan since 1999. Market share of

Dettol soap in the market soap is about 10%.The

Dettol soap user has perception that it has effective in

germs killing with the smell of Dettol liquid which is

used Bruises & Cuts, insect bites. Its functional coreneed is incidental antibacterial.

Life boy:It is a brand of Unilever’s. It was lunched in 1984.

Life boy has a market share of 15% in the soap

market. Life boy users have perception that it is decent

quality soap, easily affordable and its functional need

is that it is an everyday soap with germs protection for

the middle and lower middle class.

Capri:



It is the brand of Unilever’s. Capri has a market share

of 20% in the soap market. Capri users have

perception that it is a 100% unique soap free and

natural source for attaining glowing, soft andmoisturizing skin. Its functional need is that it protects

our skin from dryness and keeps our skin clean and

soft.

CONCLUSION:

Safeguard has a competitive advantage over these three brands. It has better prevention from

the germs as compare to others.



Group Assignment # 1Subject: MarketingSection: MBA-(1A)Submitted by:

M. SallahuddinSultan.Abdul Rehman.

MAjid Imtiaz.Submitted to:

Miss Salma Atif Shaikh.Date:

product safeguard 1

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