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Marketing Plan of Lifebouy Gold by Nigar Sultana
Marketing Plan of Lifebouy Gold by Nigar Sultana
Marketing Plan of Lifebouy Gold by Nigar Sultana
Lifebuoy Gold
LIFEBUOY GOLD
Submitted to:
Nigar sultana
Assistant Professor
Department of Marketing
Faculty of Business Studies
Jahangirnagar University
Submitted by:
Group Nexus
Department of Marketing
BBA 2nd Batch
Jahangirnagar University
Nexus
Name
Id
Ashik Abdullah (G L)
678
S. M. Riazul Islam
659
642
2118
681
LETTER OF TRANSMITTAL
2
January19, 2012
Nigar Sultana
Assistant Professor
Department of Marketing
Faculty of Business Studies
Jahangirnagar University
Subject: Submission of marketing plan
Dear Madam,
It is an immense pleasure for us to submit Marketing Plan of Lifebuoy Gold which is
prepared as a partial requirement of the course named Marketing Management (MKT201).
We have tried to follow your guideline in every aspects of preparing this report. We have
concentrated on the most relevant and logical areas to make our report coherent as well as
practical.
We hope this report will entice your kind appreciation.
Sincerely,
________________
Ashik Abdullah
(On behalf of the group members)
Roll- 678
2nd Batch, 2nd year, 1st semester
Department of Marketing
Jahangirnagar University
1. Executive summery
Page
no.
6
2. Situation analysis
2.1 Customer
Title
Market share
2.2 Competitors
8-10
4. Objectives
10
11-13
Keys to Success
Business analysis:
Break even analysis
Sales Forecast:
5. Marketing Strategy
13
13
8. Marketing Mix
Products
Price
15-17
14
Place
Promotion
4
People
Process
Physical evidence
17
List of illustration
Title
Market share
Page
no.
7
12
Sales Forecast
13
1. Executive summery
This marketing plan is for a fiscal year. Lifebuoy gold is offering Lifebuoy Gold with the
specialty of high germy check power. It is going to enhance the value of Lifebuoy Gold.
We are targeting lower and middle class of soap market especially hard working people
and conscious households who concern about healthy living. Our slogan is lifebuoy gold
your perfect germ protector.
We want to get the soap medically certified and patronage of doctors to take over the
competitors. There is lots of opportunity in hygiene sector in Bangladesh as people is
getting concern about their health more; environment is becoming more contaminated,
less competition etc. As lifebuoy gold is doing well in this sector, our aim is promoting
the brand, increasing market share, retaining existing customers and to communicate
customer lifetime value. We are taking cost leadership strategy with operational
efficiency. Our aim is to satisfy customer by providing proper value and for that we want
to communicate with them intimately, as much as we can. We want to get feedback from
our conscious customer, we also intending to make customer aware of communicating
their evaluation and recommendation regarding our product to keep our total quality
management up to date.
We want to get the belief of customer that we are taking care of their health. Our mission
is to make the lifebuoy gold popular across the country. Our current market share is 42%
and our target is to grasp 50% market share within this fiscal year. We are putting much
importance on customer retention because 42% share is handsome and it is challenging to
maintain. To retain customer we have several steps to follow such as maintaining TQM
strictly, reviewing customer feedback on regular basis, adding new value, running
frequent promotional activities etc. We are facing few direct competitors in this sector. So
there is a threat of new entrance. In promotion we are using two new tools, medical
certification and health campaign.
We intended to use penetration pricing strategy as we are targeting middle and low class
people. We want to intensify TQM by giving special importance on manufacturing
process. For this a special expert team at our manufacturing sector has been recruited. We
are introducing lifebuoy outlets in several mainstream of geographical area. Outlets will
be well decorated to attract our customer. It will also help us to promote our brand. People
satisfaction is always our top priority.
2. Situation analysis
We have analyzed the situation using three parameters consumers, competitors and company.
2.1 Customer
Lifebuoy Gold is an established brand of health care soap sector in Bangladesh. It belongs to
the most flourishing company Unilever Bangladesh Ltd. It maintains a high quality
management to ensure customer satisfaction. As we are doing business in Bangladesh, we
have to consider the normal income level of Bangladeshi people. Moreover we take cost
leadership strategy so we should also consider competitors pricing policy. We intend to grab
the middle-middle and lower middle classes of markets. We have 42% share of market tt is
top shareholder in this sector. Percentage of share in this sector of different brand is given
bellow
Lifebuoy
210000
42%
Savlon Soap
120000
24%
Dettol
170000
34%
(Copyright@ lifebuoy annual report 2008: internal survey report on 500000 users)
Lifebouy
Savlon Soap
Detol
2.2 Competitors
We will consider our direct competitor at germ killing bar soap sector. So there are a few
number of bar soaps in this sector. They are Savalon and Dettol,
Bactrol. We have analyzed the past data regarding these
brands. When we concern about indirect competitors we will
find other soap like beauty soap lux, keye, Tibet, Aromatic,
Camelia, Sandralina, Dove, Fair & lovely, Pears etc. Our
existing competitors are concern about the differentiation
strategy we also threatened about their upcoming strategy that
may affect our market share. As this sector is getting lucrative
with the rise of population awareness regarding their health. we
are
threatened of facing new competitors in near future.
Profit (f.y.2008)
Growth Rate
Lifebouy
12270000
15120000
23.22%
Savalon
7090000
8640000
21.86%
Dettol
10720000
12240000
14.17%
Growth Rate
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Lifebouy
Savlon
Detol
4. Objectives
Lifebuoy Gold has the objective to launch its product profitably with new version and new
experience. It will mainly focus on new use as well as new users. Its main objects are Using new aromatic flavor that will attract new customers/users who give more
emphasize on aromatic flavor.
Promoting new uses such as its main slogan will be use Lifebuoy Anti-Germ soap
five times in a day.
Giving germ check assurance of its users.
Covering more than 45% market share within the year
Ensuring low cost of health and hygienic soap and meeting expectation rate
Selecting target market and give them more health and other facilities than
competitors do.
Product quality: Not only great health and hygienic soap but great inexpensive
compared to competitors product.
= 80000000/ 5
= 16000000 families
From this huge number of family we will target 8 million families. As one of the parts of our
advertising is motivating users using our soap five times in a day, every family will use
approximately three soaps to protect health and ensure good health. So our production target
will be
1.
2.
3.
4.
Revenue/piec
Variable Cost/piec
Net Income/piec
Fixed Cost
BDT 18
BDT 16
BDT 2
BDT 10 million
BDT 10
=-------------------------million
BDT 2 /piec
=50,00,000 pieces
Sales (pieces)
1st
2nd
3rd
4th
5th
6th
12000000
14000000
17000000
20000000
22000000
24000000
Net Income
(t.i f.i.)
14mn
18mn
24mn
30mn
34mn
38mn
Total= 158mn
5. Marketing Strategy
13
As we are delivering fast moving consumer goods and our target markets are lower and
middle class people, quantity of our customer will be so high. As Lifebuoy is fast moving
consumer goods, we will follow cost leadership strategy with operational efficiency.
6. Target market
Lifebuoy is mainly targeted hardworking people as well as middle and lower class people
those who relatively earn less money but give more labor. For example I can say village
people. Lifebuoy with its distinct perfume and catchy jingle is associated with health and
well-being, making it the countrys largest selling soap brand. Its ads carried the
message that Lifebuoy washed away germs and kept one protected and healthy.
Now a days lifebuoy came up with new color and new
flavor
for the different target market but the main
target
m a r k e t i s s t i l l s a m e , l o w e r middle class people.
Lifebuoy is now an entirely new mix with a superior
formulation, fragrance, lather profile and a modern
shape. It offers an improved bathing experience and
skin feel.
The new Lifebuoy is targeted at todays smart housewives
who seek
family health protection. It made a thoughtful shift in
positioning from being a male soap, champ of health
to
a
family soap with a more reliable health protection against
germs for
the entire family.
7. Positioning
Lifebuoy goal is to provide affordable and accessible hygiene and
health solutions.
We want to establish lifebuoy gold as exchange of value with customer. We will provide them
value and will get money in return. We want to categorize this strategy as following
14
8. Marketing Mix:
8.1 Products
The weight of Lifebuoy gold will be 90gm and it will be easily useable. We also provide a
lifebuoy gold mini pack of 45gm. We are giving a special shape of this soap as if it doesnt
slip out from hand. We want to provide several colors to attract customers. To keep the
customer relation managed we will change the design of level every time of new production.
8.2 Price
Lifebuoy has comparatively a high market share in germ killing shop segment, competitors
pressure has forced customer sensitivity to price to be fairly high, sales volume is of course
15
high relative to competitors and profit margin is fairly low as the lifebuoy is fast moving
consumer goods and we are using market penetration pricing. It points to penetration strategy.
This can only be done where demand for the product is believed to be highly flexible,
basically demand is price-sensitive and either new consumer will be attracted, or existing
consumers will buy more of the product because of a low price. A good penetration strategy
may lead to large amount of sales and large market shares.
The strategy may also promote complimentary products. The main product may be priced
low to attract customers.
8.3 Place
As we use mass retail management that means we want to rich at every retail shop in the
country. Moreover we want to open some out let in main stream of locality and gathering
place of people like village hat.it will also help us to get customer
feedback and maintaining CRM. We will also provide some
dealer at some favorable places like remote villages where
competitors usually never think to go.
8.4 Promotion
Opinion leader: We will select some opinion leader at different sub-culture of our
country, such as celebrities, teachers, doctors etc.
Public relations: Building good relationships with the companys various publics by
obtaining favorable publicity, building up a good "corporate image", and handling or
heading off unfavorable rumors, stories, and events.
16
8.5 People
Lifebuoy gold will use its people as partners so that they can serve the
customer intimately. First we want make a team consisting producer,
intermediaries, retailers and other members to work under same
principle that will help us to satisfy and communicate the
customers. Our people will be cent on cent customer friendly. We
want to intensify our evaluation of people and give them recognition
our partner.
as
8.7 Process
We are using continuous process to make core product. We want to make the process safe and
healthy for the employees who work at that sector. A team of engineers will be appointed to
watch the total process of production. We will ensure better quality in processing soap.
Appendix
CLV- Customer lifetime value
CRM- Customer Relationship Management
TQM- Total Quality Management
FMCG- Fast Moving Consumer Goods
18
Bibliography
www.prothom-alo.com.
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