customer value analysis safeguard

University of Management and Technology

Customer Value Analysis

Safeguard soap

Submitted to: Mr.Khurram Aziz Fani

12/5/2009

Uzma Mansoor 095121014 Sumera Gul 095121009 Muhammad Haroon Mughal 094821019 Abdul Mateen Siddique 095121021

is the No. 1 antibacterial soap worldwide. It is the only bar soap registered with the FDA. Safeguard

is designed to provide excellent germ protection for the whole family.SafeguardSafeguard launched in 1995 by Procter & Gamble has set new standards for defining “Health and Hygiene” in Pakistan. It is an antibacterial soap that provides germ protection for twice as long as ordinary soaps making it the Doctor’s no.1 recommended choice throughout the world. In addition to germ protection it also caters various other needs such as beauty care and protection against sweat odor.


Step 1:

Major attributes that customers value

1. Antibacterial Soap

2. Fragrance

3. Different colors

4. Different sizes

5. Attractive Packaging


6. Non Greasy

7. Durability

8. Good profit margin

9. Occupying less space on shelf.

Step 2:

Qualitative importance of the attributes.

1. Antibacterial Soap

Safeguard is designed to provide excellent germ protection for the whole family, thus preventing people from acquiring any illness.

2. Fragrance

It has a good, light smell which is very effective. People are confident that they will not acquire body odor.

3. Different colors

There’s a lot of variance to choose from safeguard soap.

Pure White: Pure white is the flagship offering of safeguard signifying the core benefit of superior germ protection.

Honey: Clears and purifies your skin from germs.

Lemon: Makes you feel fresh

with its zesty smell.

Aloe Vera: Moisturizes your skin.

Vitamin E: Cleans your skin and make it smooth.


4. Non greasy

The soap is not sticky to the body when rinse it with water, it easily gets washed.

5. Different sizes

Safeguard is available in two different sizes, 70 gm and 115 gm, thus people can buy according to their requirement.

6. Durability

Used for a longer period of time. It does not easily melt.

7. Attractive Packaging

The packaging makes the brand look modern and expert.

8. Good profit margin

Customers can earn good profit margin while selling this brand.

9. Occupying less space on shelf

Easy to display on shelf as it occupy less space on shelf.


Step 3:

Asses the Company’s and competitor’s performances on the different customer values against rated importance.

Attribute Safeguard Lifebuoy Dettol

1.Antibacterial Soap

With germishield and 24 hr protection

With germicheck of 12 hr

protection

Incidental antibacterial

soap

2.Fragrance Light Perfume Carbonic smellMedicinal

smell

3.Colors 5 4 5

4.Sizes 2 2 2

5. Packaging Contempory/attractive simple simple

6.segmentsBeauty and antibacterial

antibacterial antibacterial

7.Target customers

Whole Family especially kids and

mothersKids Mothers

8.RegisteredFDA and PMA.

Doctor’s no.1 choicePMA PMA

9.Availability All stores All stores All stores


Step 4:

Examine ratings of specific segments.

There are following major segments:

1. Skin care and Moisturizing

2. Health and hygiene

3. Sweat odor

1. Skin care:

Safeguard has three different variants that cater different skin types during various weather conditions.

Honey: Clears and purifies your skin.

Aloe Vera: Moisturizes your skin.

Vitamin E: Cleans your skin and make it smooth.

2. Health and hygiene

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 .It has a special variant as

Pure White: Pure white is the flagship offering of safeguard signifying the core benefit of superior germ protection.


3. Body odor

Safeguard has a special variant to get rid of the body odor. The variant Lemon: Makes you feel fresh with its zesty smell.

COMPETITIVE ANALYSIS:

afeguard is the No. 1 antibacterial soap worldwide; it is the only bar soap registered with the FDA. Safeguard is designed to provide excellent germ protection for the whole family. Safeguard, launched

in 1995 by Procter & Gamble has set new standards for defining "health & hygiene" in Pakistan. It is an anti-

bacterial soap that provides germ protection for twice as long as ordinary soaps making it the doctors'

number1 recommended choice throughout the world. The market share of safeguard is the biggest in antiseptic soap category with 22 % share. Safeguard users have the perception that it is providing them with Continuous Germ Protection, Gentle on skin, Smells Good, has a easy to grasp shape and the functional needs portrayed is of an everyday soap with germ protection.

S

ettol soap is a brand of Reckitt Benckiser Pak Ltd and it has been operating in Pakistan since 1999 after taking over from Reckitt &

Colman. Market share of Dettol soap in the soap market is around 10% at the end of December 2007.The Dettol soap users have the perception that it is effective in germ kill with the medicinal smell of Dettol liquid which is used for Bruises & Cuts, Insect bites, washing of clothes, Mopping of floors, Shaving, Bathing and Cleansing of skin and used mostly during summers. Its functional core need is incidental antibacterial.

D

ifebuoy is one of Unilever's oldest brands. Lifebuoy Royal Disinfectant Soap was launched in 1894 as

an affordable new product in the UK, to support people in their mission for better personal hygiene. Lifebuoy soap aims to provide affordable and accessible

LCustomer Value Analysis

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hygiene solutions that enable people to lead a life free from hygiene related worries, everywhere, regardless of the boundaries of nationality, religion and socioeconomic status. Lifebuoy has a market share of 16 %. Lifebuoy users see the soap as a decent quality, affordable germ protection agent containing carbolic acid as its germ protection agent and its functional need portrays that it is an everyday soap with germ protection for the middle and lower middle class.

Suggestions for customer satisfaction

All Variants of the product should be available easily in the market.

Price should be competitive.

There should be consumer promotion on the brand.

No stock shortages on company end.

Add more flavors of aroma.

Should change the chemical composition of soap as it dissolves in water

rapidly due to presence of some salts.

Design Commander Safeguard shaped soap to make it more intriguing for

the children.

Commander Safeguard series adds value in the product from selling point

of view. 7 episodes have been launched till date. The company should

continue launching more episodes of the series to attract the children as

they are the prime focus.

There should be a customer care center for brand users thus involving

consumers directly in product improvement.

All variants should be advertized instead of one(Pure White).

The consumers get bored of seeing same package over time. Thus,

packaging must be changed to reflect the change in consumer perception.


customer value analysis safeguard

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