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Report On LifeBuoy Soap
Report On LifeBuoy Soap
Lifebuoy soap
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CONSUMER BEHAVIOUR
1) Brand Name 3
2) Colors 3
3) Segmenting 4
4) Targeting 5
5) Positioning 5
6) Marketing Mix 5
7) Association 7
8) Persuasion Route 7
9) Maslow Theory 8
14) Memory 11
15) Knowledge 11
18) Reinforcement 13
19) Culture 13
20) Appeal 13
21) Questionnaire 15
2) COLORS:
In all four varieties of soap, Lifebuoy’s logo is of Red color and Lifebuoy is written in white color
in its logo. Lifebuoy Total pack is of Red color in which soap bar color is Red. Lifebuoy Nature
pack is of green color in which soap bar color is also Green color. Lifebuoy Care pack is of Blue
color in which soap bar color is white, while in Lifebuoy Active fresh pack is of yellow color and
soap bar color is yellow. Green is the color of nature, fertility, life. Green symbolizes secure,
natural relaxed, self-respect and well being. It also means learning, growth, balance and
harmony. Red is the warmest of all colors. Red is the color most chosen by extroverts. On the
negative side red can mean temper or anger. Yellow is the color of Caution, novelty, temporary,
warmth. White is the color of purity. White means kindness while Blue Commands respect
authority. Lifebuoy uses all these colors to give a correct impression of the product in the minds
of the consumers.
3) SEGMENTATION
Institute of Business Management --– Consumer Behavior Page 3
Lifebuoy soap is segmented on the basis of Demographics, Geographic’s and Psychographics.
DEMOGRAPHICS
Age: no specific age limit, all age group can buy this soap for hygiene purpose.
Religion: all
Nationality: all
GEOGRAPHICS
PSYCHOGRAPHICS
It means segmenting a market into different groups based on social class, lifestyle, or
personality characteristics. Lifebuoy soap is being segmented on the basis of Social Class
(middle-lower, upper lowers, middle class and upper class). It caters to different classes with
different sizes of it. As people belonging to lower-lower class do not make a more profitable
segment so they are not being considered much.
4) TARGETING
Lifebuoy belief that children are the potential agent for hand washing with soap will make them
enable to adopt early habit in life.
5) POSITIONING:
Lifebuoy is well positioned as “Health & Hygiene” soap, which is used to keep the germs away
from human body, so people buy it to keep their families safe from germs.
6) MARKETING MIX:
PRODUCT:
Product involved some elements which are Variety, Quality, shape &Brand Name.
Variety:
Lifebuoy Total,
Lifebuoy Nature,
Quality:
Shape:
Lifebuoy soap's classic hard red brick shape has been replaced with a new signature Lifebuoy
shape. The new shape makes the bar easier to grip and use.
Brand Name:
Lifebuoy soap is a very strong brand of UNILEVER. Due to this name people consider lifebuoy
soap as a valuable brand while buying it.
PRICE:
The prices of soap vary according to the size, which are given as under.
Size Price
50 grams Rs.10
75 grams Rs.16
115 grams Rs.24
PLACE:
Lifebuoy soap is available at almost every departmental and general store. Lifebuoy soap’s
distribution is very good and it occupies a prominent shelf space at stores.
Channels:
UNILEVER is focusing on the indirect marketing channels where they sell Lifebuoy soap through
distributor to whole sellers, forward to retailers and than finally to the end users, distribution
channel can also be seen in following figure.
Recently Lifebuoy is sponsoring a new campaign in the battle against germs is its "School of 5"
Program which aims to educate and train school children regarding the importance of hand
washing with soap, which will also create awareness among the people regarding the product.
7) ASSOCIATIONS:
Lifebuoy is associated with:
8) PERSUASION ROUTES:
The Lifebuoy advertisement in which child says “Paanch ka pahaara” which gives you protection
against five diseases then there is a voice over follows central route persuasion. It makes a
consumer think that would it make my hands cleaner and gives me protection against diseases.
Here there is no celebrity used in this advertisement. Consumers then can compare whether
their current soap is better than Lifebuoy or not.
9) MASLOW’s THEORY:
Safety needs are the second level needs in Maslow’s Hierarchy, which comes after fulfilling the basic
physiological needs. Lifebuoy satisfies this need as it removes germs from hands and saves us
from spreading the number of diseases.
Social needs are need for belonging to society and become a part of society. One wants to be
associated with the community and people among which he lives. As one cannot go to work
Institute of Business Management --– Consumer Behavior Page 8
having dirty hands (lack of overall personal hygiene), so one uses Soap to wash his hands and
clean them. Lifebuoy satisfies social needs in this way.
Jung was a Swiss psychiatrist, & the founder of analytical psychology. He emphasized understanding
the psyche of customers through exploring the world of dreams, art, mythology, religion and
philosophy.
Personal unconscious: includes anything which is not presently conscious but can be.
Ego consist of conscious mind so Lifebuoy soap is targeting the people with this frame of mind; i.e.
those people who can weighs cost benefit analysis of the product So Lifebuoy position in Carl Jung
Theory is in the first category that is Ego par.
Lifebuoy advertisements show mothers which are a symbol of love and care. Hence in
advertisements they are trying to portray their image as a caring brand and also at the same
time targeting their potential customers through this type of Ad
Lifebuoy can also try to change its archetype to be regarded as THE CHILD. As the child is the
symbol of innocence, Recently Lifebuoy is sponsoring a new campaign in the battle
against germs is its "School of 5" Program which aims to educate and train school children
regarding the importance of hand washing with soap, which will also create awareness among
the people regarding the product.
Since EGO is the component of personality that is responsible for dealing with reality. It
operates on the reality principle. This principle weighs the costs & benefits of an action before
deciding to act upon something. As Lifebuoy is a product that makes the consumer to think,
14) MEMORY:
Lifebuoy is stored in Long term memory. When people watch the advertisement of Lifebuoy
they store it in their long term memory.
For example, when women and children view the latest Lifebuoy ad featuring Waseem Akram;
who is popular among women, the ad is given due attention by women and they store it in their
long term memory. Women, particularly housewives, store the ad of Lifebuoy in mind will most
probably remember and recall the Lifebuoy ad when they buy it for personal hygiene.
15) KNOWLEDGE:
It is the amount of experience with and information a person has about particular products or
services.
Objective knowledge is the correct information about a product class that a consumer
has stored in long-term memory
The new Lifebuoy’s campaign in the battle against germs is its "School of 5" Program which aims
to educate and train school children regarding the importance of hand washing with soap.
18) REINFORCEMENT:
A positive or negative outcome that influences the likelihood that a specific behavior will be
repeated in the future in response to a particular cue or stimulus
19) CULTURE:
Culture can be defined as all the knowledge and values shared by a society.
Using hygiene soap to wash the hands/Body is becoming more and more common in society.
Cultural values are satisfied by Lifebuoy soap as washing hands means you come from a
respectable and a good family. This way Lifebuoy soap is also shaping one’s behavior that in order
to acquire a prominent place in society; one should wash his hands with good quality soap like
Lifebuoy soap.
20) APPEAL:
Creating advertising appeal for a good or service begins with identifying a reason for people
to buy it.
As far as my opinion is concerned, in Lifebuoy ads Fear Appeal are being used in which it is
showed that if you are not going to use Lifebuoy soap than your body can get infected with
number of germs. In this way the Target Market of Lifebuoy i.e. Women feel fear; if they don’t
use Lifebuoy soap then members in their families could face diseases.
Lifebuoy
Olfruit Milk
http://www.unilever.pk/brands/personalcarebrands/lifebuoysoap.aspx