INTEGRATED MARKETING COMMUNICATION

INDIVIDUAL ASSIGNMENT
PRODUCT CHOSEN :- LIFEBUOY

SUBMITTED BY :-
KEVIN DANI THOMAS
P18194
CONTENTS
■ INTRODUCTION OF THE COMPANY
■ PRODUCT AND BRAND
■ CUSTOMER PROFILE
■ LIFEBUOY BRAND ANALYSIS
■ THREE PRINT ADVERTISEMENTS
■ ADVERTISING STRATEGY
■ MESSAGING STRATEGY AND KEY MESSAGE DELIVERED
■ MESSAGE EXECUTION STRATEGY
■ HOW COMPANY PRACTICING IMC ?
■ KEY ISSUES AND CHALLENGES
■ SUGGESTIONS TO OVERCOME CHALLENGES AND ISSUES
INTRODUCTION
■ Unilever is a British-Dutch transnational consumer goods
company co-headquartered in London, England, and
Rotterdam, Netherlands.
■ Its products include food, energy drink, ice cream and
beagents, beauty products, and personal care products.
■ Unilever verages (about 40 percent of its revenue),
cleaning is one of the oldest multinational companies; its
products are available in around 190 countries.
■ Axe/Lynx, Dove, Omo, Heartbrand ice creams,
Hellmann's, Knorr, Lipton, Lux, Magnum, Rexona/Degree,
Red Bull energy drink, Sunsilk and Surf.
■ Unilever is organised into four main divisions – Foods,
Refreshment (beverages and ice cream), Home Care, and
Beauty & Personal Care.
■ Unilever was founded on September 2, 1929, by the
merger of the Dutch margarine producer Margarine Unie
and the British soapmaker Lever Brothers.
■ Product Chosen : Unilever Lifebuoy
■ Lifebuoy is a brand of soap marketed by
Unilever.
■ Lifebuoy was introduced by Lever
Brothers in 1895 in England. Originally a
carbolic soap containing phenol, different
varieties were later introduced without the
medicinal carbolic smell, such as the
coral-coloured Lifebuoy during the late
1950s and Lifebuoy Minty Refresher in
1966
CUSTOMER PROFILE
Geographic
• Area: urban/sub urban/ rural • Age:suitable for all ages
Nowadays people bigin
caring about their standard
living particularly focusing on
hygiene.
Demographic
because it is designed by
some exparts and using the
special formula,safe for
skin,not irritation and effects
after using.
• Gender: male and female
both
• Income (monthly/family):the
product price is 23 taka only
so it is affordable for people
with different incomes.
Occupation: targeted for
business women who want
the best things for their
family and athletes.
Psychographic/ Behavioral
• Attitude( towards the product
category and brand): positive
• Benefit:100% better germ
protection, cleansing and skin
care
• Lifestyle: achievers who care
about health care and cleaning
favorite. Moreover, suitable for
people who like sport
• Volume: (monthly product usage
frequency):medium
• Perception: health care soap
• Occasions: regular occasion
• Personality: careful, punctilious,
clean. favorite
LIFEBUOY BRAND ANALYSIS

■ Category - Personal Care – Soap

■ Sector - FMCG

■ Tagline/ Slogan - Healthy hoga

Hindustan; Lifebuoy hai jaha
tandurusti hai waha

■ USP - Lifebuoy provides 100% better

protection from germs as compared to
ordinary soaps
THREE PRINT ADVERTISEMENTS
 ADVERTISING STRATEGY
• The best social program ever is “Help a Child Reach 5” — a hand-washing program sponsored by a
brand that virtually disappeared from the U.S. a half century ago, Unilever’s Lifebuoy soap.

• Lifebuoy is far from dead internationally. The brand is dominating the market in India and other
emerging countries, with a fourth place ranking in Kantor World Panel’s 2015 valuation of users
and their buying frequency of 11,000 global brands in 35 countries — only falling behind Coca-
Cola, Colgate, and Maggi.

• With “Help a Child Reach 5,” Lifebuoy’s mission is to save lives by spreading the importance of
good handwashing habits around the world. This campaign is driven by two facts:

1. Every year, 2 million children fail to reach their fifth birthday because of diseases like diarrhea
and pneumonia.
2. Handwashing with soap at key occasions can reduce diarrhea by 45% and pneumonia by 23%
worldwide, thus reducing infant deaths substantially

• A pivotal event in Lifebuoy’s “Help a Child Reach 5” effort was the implementation of a showcase
program in Thesgora, a 1,500-home Indian village.
LIFEBUOY’S BRILLIANT MARKETING STRATEGY FOR
PROMOTING IT’S PRODUCTS ALONGSIDE SPREADING A GREAT
MESSAGE
■ Lifebuoy, a hygiene brand marketed by Unilever recently launched a call to action campaign with an
aim to promote awareness regarding washing your hands before eating and keeping your body
clean and sanitized. This act of spreading awareness is done by the brand through ‘Swasthya
Chetna Thalis’ at the ongoing Kumbh Mela at Prayagraj. The thalis have a message engraved on
them : “Kripya pehle sabun se haath dhoyein’’ (Please wash your hands with soap first).
■ Lifebuoy stands for a brand that has always aimed towards implementing small things in your life to
create big differences.
■ For instance, a simple act of handwashing can ensure comparatively better health for the whole
family and Lifebuoy is trying to achieve it with a simple reminder right before someone eats the
food. This can trigger a meaningful increase in the habit of washing hands before eating.
■ Along with Kumbh Mela, it is also planning to take this idea to 35 other religious congregations in
which food is served to the devotees with an estimated annual footfall of 200 million
■ In the year 2013 at Kumbh Mela, the country’s largest consumer goods company along with
creative agency Ogilvy & Mather tied up with approximately 100 dhabas and hotels at the mela to
serve rotis that were stamped with the message, ‘Lifebuoy se haath dhoye kya?’ (Did you wash your
hands with Lifebuoy?)
■ The idea behind Lifebuoy’s marketing
strategy to promote their brand, comes
from the fact that a large population
at Kumbh Mela are people who come
from rural areas and are not well
educated. Hence, an on-ground strategy
of spreading their message to the public
work in a better way than compared to
off-ground promotion.

■ Hence, Lifebuoy’s creative and

unexceptional strategy of growing their
brand efficiently alongside serving
people a massive remedy to their health
diseases must be applauded.
IMC OF UNILEVER LIFEBUOY
■ Lifebuoy is a brand of soap marketed Unilever . Lifebuoy is known traditionally for its
red bulky bar and distinct smell but has over the years slowly changed to meet the
changes in consumer needs and now Lifebuoy comes in four germ-fighting forms.
The soaps are available in different types-lifebuoy care, lifebuoy total, lifebuoy lemon
fresh etc.
IMC TOOLS
■ Advertising: Lifebuoy usually interacts with mass communication medium to
broadcast the product to the customers. Advertising such as television,radio,all
types of print medias and social media marketing to reach out to their customers.
They spend 9% of their sales revenue in the advertising campaign.
■ Interactive marketing: They have an organized website with full of information about
their products.They have also an officacal page in every social medias and sites
such as facebook,twitter,youtube etc.
■ Direct marketing: Lifebuoy soap was applied the face to face marketing in their
direct marketing.The products are consumed by retailers sell products for clients.
 IMC TOOLS

■ Sales promotion:To encourage short term sales for the lifebuoy soap through
detailed periods,eventually growing general income.There some tools that lifebuoy
was applied like sample,price pack,premiums.
■ Public relations:To the side from advertise apply to public relations can be improve
Lifebuoy’s image in the middle of the local public,general public,government public
and media public.Lifebuoy soap is recommended in some events such as television
programs and community health care.
■ Personal selling: Lifebuoy does not focus on personal selling because their others
IMC tools are strong enough to increase their sales
 SOCIAL MEDIA PROMOTIONAL
ACTIVITIES IN INSTAGRAM , FACEBOOK
Breakthrough to World Challenges
■ Devising new technologies that improve products and services
■ Developing new business models and opportunities
■ Examining how to leverage existing technologies into new markets,
emphasizing innovation
■ Providing funding to start-up enterprises that bring needed solutions.
■ Focus of customers on advertisements change with time , hence
innovation should be added in each new advertising strategy.
SOLUTIONS
■ Trying to create eye catching small ads , which attract all segments quickly.
■ Launching new advertisements on a larger scale
■ Creating various campaigns in facebook , twitter etc to attract school and college going
students.
■ Offering price reduction during festive and special occasions , to grab more customers.
THANK YOU