BRANDING FOR PERSONAL AND CORPORATE EXCELLENCE

Prepared By

Sobanoo Zain

Reg.No. DBM - 0000016773

Individual Integrated Assignment & Presentation

June 2014 Examination

Brand Plan

Diploma in Brand Management

SRI LANKA INSTITUTE OF MARKETING

Table

1.  INT

  UN1.1  LIF1.2

2.  SUM

  SU2.1  SU2.2  SW2.3  FIN2.4  BR2.5

3.  OBJ

  VIS3.1  MA3.2

3.2.1  L3.2.2  S

4.  STR

  PO4.1  MA4.2

4.2.1  P4.2.2  P4.2.3  P4.2.4  P

  CO4.3  DE4.4

5.  ACT

  CA5.1

6.  CON

7.  APP

8.  REF

 

of conten

RODUCTION

NILEVER FEBUOY 

MMERY FRO

UMMARISE THE

UMMARISING T

WOT ANALYSISNDINGS FROM 

RAND LIFE CYCL

JECTIVES TO 

SION ARKETING OBJ

LONG TERM OB

SHORT TERM O

RATEGY AND

OSITIONING STRARKETING STRPRODUCT MIX PRICING STRATPLACE AND THEPROMOTIONS A

OMPETITIVE STEVELOPMENT/G

TION AND IM

AMPAIGNS & B

NTROLS & EV

PENDIX 

FERENCES 

nt

N TO UNILEV

M THE BRAN

E IMPACT OF TH

THE MARKETIN

S – A SNAPSHOTHE BRAND ALE FOR LIFEBUO

BE ACHIEVE

ECTIVES BJECTIVES OBJECTIVES 

D TACTICS 

RATEGY – SEGRATEGY 

TEGY

E DISTRIBUTIONAND MARKETIN

RATEGY GROWTH STRA

MPLEMENTA

BUDGET FOR TH

VALUATION 

VER AND LIFE

ND AUDIT

HE BRAND SPH

NG MIX ANALYS

OT VIEW OF W

UDIT OY 

ED IN THE SR

MENTING, TAR

N NG CAMPAIGN

ATEGY 

ATION 

HE NEXT YEAR,

EBUOY

ERE

SIS

HERE LIFEBUO

RI LANKAN M

RGETING AND 

NS

 TO BE REVIEW

Y STAND CURR

MARKET

POSITIONING

WED IN 2015

RENTLY

7 

7 8 

9 

9 9 

10 11 12 

12 

12 12 12 12 

13 

13 14 14 15 15 15 17 17 

18 

18 

19 

20 

25 

 

 

Executive Summary

The objective of this report is to define the Brand Plan and the strategic Direction for

the Lifebuoy Soap.

Brand planning process structure referred here is SOSTAC ® model.

S – Situational Analysis

O – Objectives of the Brand

S – Strategy

T – Tactics

A – Action Plan

C – Control

A Brand Audit was conducted prior to the planning process; this is submitted as a

separate document. This report is compromised of the summery of the Audit as well as

the objectives set after analysing the conclusions derived from the Audit.

This Plan include, the objective for the next three years along with the strategy on how

to achieved them as well as the tactics and action plan used when achieving them.

1. Int

U1.1

With

Lever B

is to hel

busines

(Unil

Curre

focused

many d

affordab

produce

alongsid

Whil

brands

beauty a

troduction

Unilever

a proud h

Bros, wrote

lp people to

ss understan

lever, 2012)

ently Unilev

d on health

different wa

ble soaps,

e world-lead

de trusted lo

e 14 of thes

have long-

and. Lifebu

n to Unile

heritage of

down his id

o look good

nds 21st cen

)

ver own ov

and wellbei

ys. Ranging

luxurious

ding brands

ocal names

se renown b

standing, st

uoy’s drive t

ever and L

over 120 y

deas for Sun

d, feel good

ntury-consum

ver 400 bra

ing, no othe

g from nutr

shampoos

s including L

such as Blu

brands bring

trong socia

to promote

Lifebuoy

years since

unlight Soap

and get mo

mers and th

ands with a

er company

ritionally ba

and every

Lipton, Kno

ue Band, Pu

ging in exce

al missions,

hygiene thr

William H

p, Unilever’

ore out of li

heir lives

turnover o

y touches so

alanced food

day househ

orr, Dove, A

ureit and Su

ess of €1 bi

including

rough hand

Hesketh Lev

s current C

fe – shows

f €49.8 bi

o many peop

ds to indulg

hold care p

Axe, Hellma

ave.

llion a year

Dove’s cam

washing wi

ver, founde

orporate Vi

how clearly

illion. By b

ple’s lives i

gent ice cre

products. T

ann’s and O

r, many of t

mpaign for

ith soap.

er of

ision

y the

being

in so

ams,

They

Omo,

these

real

19

Ma

st

L1.2

This

in the S

Lifeb

Sri Lan

stoppin

protecti

The B

Market

Being

the han

Sri Lan

Hand W

Germ F

Life of

(Unil

Commu

(Unil

940

anufacturin

arted in SL

1979

Hockey

Lifebuoy

report inclu

Sri Lankan, H

buoy like its

nkan market

g Cholera i

ion soap wo

Brand is als

Segment an

g valued fo

d washing h

nkans over m

Washing Ca

Fighters scho

Lifebuoy i

lever, 2013)

unication M

lever, 2013)

2

ng

L

Carboto F

9 1

An

udes the Bra

Hygiene an

s parent com

t alone. Its i

in Victorian

orldwide.

so own over

nd has over

r the protec

habits in the

many decad

ampaign, G

ool program

n Sri Lank

)

Milestones

)

2002

olic Soap Family

1992

nthem

and Plannin

nd Herbal So

mpany have

inception d

n England.

r 95% of sh

r 40% marke

ction agains

e society, L

des. This ha

Global Hand

mmes condu

ka

20

Lauof H

2002

Butterfly

ng process fo

oap Segmen

a proud he

dates back a

Lifebuoy c

hares in the

et share in t

st 10 comm

Lifebuoy has

as been pos

d washing

ucted for 8 c

2007

nch HW

LaG

2 20

Delta y

for Lifebuoy

nt.

ritage of ov

a century to

currently is

Sri Lankan,

the entire so

mon Illnesse

s been able

ssible throu

day, mobil

consecutive

2008

aunch of GHWD

L

009

10Strike

y, the curren

ver 50 years

William Le

the market

, Hygiene a

oap market,

s and the ef

to touch th

ugh campaig

le showers

years in Sr

2009

Launch of Delta

2011

0

nt market le

s presence in

ever's effor

leader of g

and Herbal S

fforts to cha

he lives of m

gns such as

operations

ri Lanka.

LaS

2

2013

Evolved G

eader

n the

rts of

germ

Soap

ange

many

s the

and

unch of trike 2 

2013

3

erms  

Com

CooValuCultHerCom

Tot

Ove

2. Sum

The B

Lifebuo

Su2.1

mpany/Corporat

ordination ues tures

ritage mmunication

tal per section

erall score for th

The A

which m

compet

continu

Su2.2

Whil

was fou

are not

(Unil

mmery fr

Brand Audi

oy.

ummarise th

tion Dist

7 8 8 8 7

GoaPow

7

he Brand

Audit of th

means that t

ition, Lifeb

uously.

ummarising

e most aspe

und to be in

as effective

lever, 2013)

rom the B

it is summa

he impact o

tributor

al Alignment wer

e Brand Sp

the brand is

buoy could

g the Marke

ects of the

n the amber

e as they cou

)

Brand Aud

arised to ge

of the brand

Customer

8 8

Money RicExtended P

8

phere reveal

s currently in

improve th

eting Mix an

marketing m

r zone. Indic

uld be.

dit

et an unders

d sphere

ch Problem Solving

led that the

n a good po

their strateg

nalysis

mix are in

cating that

standing of

Competit

5 5

CompetitBrand Pri5 Compet

5

e overall sco

osition. How

gies as the

the green z

the commu

f the current

tor

ive Set ism titive Forces

ore for the

wever when

competitio

zone, the m

unication me

t positionin

Macro En

5 6 4

Political EconomicSocial TechnoloEnvironm

4

6

brand is at

n it comes to

on is increa

message deli

ethods/mate

ng of

nvironment

cal

gical mental

a 6,

o the

asing

ivery

erial,

5 5 8 8 7

7

2

St

O

SWOT An2.3

A snapshot vie

trengths

Being the no 1 inBeing the most reprotecting the conWell established Consumer Base wStrong OrganisatiStable Parent ComEnergetic and DyWell Oiled DistriA presence of ov

pportunities

Market diversificConsumers beingConsumer base wTechnological imoperations, qualitCompetitors in thConsumers are mDeteriorating Heaincreases the needThe awareness ab

nalysis – A snaps

ew of where the

n the Hygiene and elevant germ protensumer from overBrand Reputation

with Brand Loyaltion culture mpany to back upynamic Staff ibution and Suppler 50 years in the

cation give opportg more open mindwith a Brand drivemprovements provty, distribution anhe niche have a co

more health conscialth conditions dud for more hygienbout the brand eve

shot view of whe

brand stand deri

herbal soap markection soap to ther 10 common illnen with a renown Hty

p

lier Chains Sri Lankan Mark

tunity for growthded en mentality vide new opportunnd communicationonsiderably lower ious ues to the environmnic products in theen among the non

ere Lifebuoy sta

ived from the Br

ket worldwide e consumer by esses

Heritage

ket

nities improve the ns

voice

mental pollution e market n-users

and currently

rand Sphere aud

Weaknesse

Compete The mess

Threats

Increasin Diversifi

market Consume High tax Recession The techn

market, h The envir

adequate Lack of P

dit as well as the

es

in features rathersage delivery is no

ng no of new entracation of the cons

ers being more eduregulations and len in the economy nological advancehence increasing thronmental pollutioly Political Backing

Marketing Mix

r than with emotioot as effective as i

ants sumer needs leadin

ucated and aware evy’s

ement will ease thhe competition foon during the man

analysis.

on it could be

ng to substitute pr

about their needs

he entrance for entor Lifebuoy nufacturing proce

roducts entering t

s and wants

trepreneurs in the

ss, if not controlle

the

ed

2

Name A

Identity

Visual e

Persona

Feature

Position

Market

Market

Sales ACommu

Findings fr2.4

Approach (Umbr

y

elements

ality

es & Benefits

ning

t Segment/Target

t Share Performa

Approach and unication

rom the Brand A

Fi

rella Range) Li

PrNo

PrGe

Pr

Fo

t Market Hy

ance No95

Pu

Audit

indings from the

ifebuoy

rotects from over o 1 Soap in the Hy

rotective, Efficienerm killer

rotects from over

or the health consc

ygiene and Herba

o 1 in the Hygiene5% of shares) abou

ush and Pull strate

Brand Audit con

10 common illnesygiene Market Se

nt, Healthy, Friend

10 common illnes

cious families and

al segment

e and Herbal Marut 40% of the ove

egies through reta

nducted

sses egment

dly, Trustworthy,

sses

d adults

rket Segment (oveerall market share

ilers

Required

No change

Also inclu

No changepackaging

No change

The type oproducts

Should repusers

Expand to

er Attempt tomaintainin Increase th

Communi

Changes

e

ude the emotions t

es in visual elemeg

e

of skin can also be

position/diversify

o the Beauty Soap

o achieve No 1 pong the current pos

he market share b

cation should hav

trust and safety

ents are required, o

e considered when

to fit with the nee

Market as well

osition in the overition in the Hygie

y 2% in the overa

ve more emotional

other than updates

n developing the b

eds of beauty pro

all soap market wene and Herbal soa

all soap market

l value incorporat

s to the

beauty

oducts

while ap market

ted

B2.5

As di

Brand L

of any

conside

The

De

The

The

The

The

3. Ob

V3.1

Unde

relevant

better th

M3.2

As P

therefor

repositi

the soap

3.2.1

Be

Ma

3.2.2

Inc

201

Intr

Ref

con

Brand Life C

iscussed du

Life cycle (F

company

eration when

e audience i

sign focus s

ey have a la

e sales are b

e business f

ey have a h

bjectives t

Vision

er the Unilev

t germ prote

han cure.

Marketing ob

Per the Prod

re as the sa

ioning of th

p.

Long term

the no 1 he

aximise the

Short term

crease consu

15 globally

roduce new

fine the m

nsumption i

Cycle for Li

uring the Br

Figure 6) in

in the matu

n developin

include late

should be to

arge market

beginning to

focus should

igh competi

o be achie

ver’s Comp

ection soap

bjectives

duct Life cy

ales are fla

he Brand an

objectives

ealthy soap i

market shar

objectives

umption by

– 10 Millio

w products to

marketing co

in order to c

febuoy

and Audit,

n the Sri La

urity stage

ng the Brand

e adopters an

o support th

o flatten

d be to retai

ition with c

eved in th

pass strategy

to the cons

ycle diagram

ttening in t

d developin

in both hyg

re in Sri Lan

changing th

on Sri Lanka

o cater to th

ommunicati

create more

Lifebuoy is

ankan Mark

Lifebuoy

d Plan.

nd the loyal

he brand ima

in the custo

continuous i

he Sri Lan

y, Lifebuoy

sumer, by ta

m (Figure

the market

ng a new lin

giene and be

anka by 2%

he hand was

ans

he Beauty S

ion and ad

empathy to

s currently i

ket. Therefor

has to take

l consumer

age

mers

increase

nkan mar

y’s brand pro

aking a stan

6), Lifebuo

the best gr

ne as well a

eauty marke

in the next

shing behav

oap market

dd emotiona

owards Lifeb

in the matur

re as per the

e the below

base

rket

omise is to b

d to conside

oy is in its

rowth optio

as increase c

ets in five ye

three years

viour of 1 bi

in 2015

al ties with

buoy 2014 –

urity Stage o

e characteri

w factors i

be the most

er preventio

maturity st

on is to loo

consumptio

ears

illion peopl

h the Lifeb

– 2015

of its

istics

in to

t

on

tage,

ok at

on of

le by

buoy

Ad

chi

Use

cul

4. Str

P4.1

dapt a masc

ildren as we

e the brand

lture apprec

rategy and

ositioning S

Positiono B

Market o F

o A

o A

Product

o P

o T

o W

ot to get th

ell – 2015 on

d heritage to

ciate heritag

d Tactics

Strategy – S

: Best hygieni

Segments aFamilies wit

Adult users o

Adult users o

Offering

Protection fr

Trust worthy

Wash hands

he appeal o

nwards

o tell the sto

e in the nex

Segmenting,

ic skin care

and Targeth kids

of Hygienic

of Beauty S

rom over 10

y skin protec

regularly to

of the childr

ory of the b

xt 6 months

, Targeting

soap

t Market:

c and Herba

Soap

0 common il

ctor

o have a hea

ren, which

brand to the

and Positio

al Soap

llnesses

althy life

will help in

Sri Lankan

oning

n educating

n Market as

g the

s our

4

4

Marketing 4.2

4.2.1 Product M

a) Customer

Strategy

Mix

r Based Brand E

Pr

Equity for Lifebu

Dyna

rotection from ove

uoy

amic and sophistic

Smart PC

Performa

er 10 common illne

h

Judgem

HygiRepu

Salience

cated designs Best

Cs & Laptops Conv

ance

esses

Im

Ki

Re

Resonance

Trustworthy

health companion

ments

ienic uted

Fe

TrPrCl

of Breed Technolo

vertibles

magery

ids and family

ed and white logo

eelings

rust rotection ean

ogy

.

b) Product Platform

The product platform of Lifebuoy includes the following:

Soap

Hand wash

Shampoo

Proposed development of the Lifebuoy product line for the beauty market, this does not

need to be a completely new product an existing product can be modified too.

Sandalwood scented

Rose scented

4.2.2 Pricing Strategy

The pricing strategy would be to be at the 75% marker of the soap pricing at all times,

while maintaining high quality standards. As discussed in the Brand audit pricing of this

does not make or break the sale as long as customer perceive Lifebuoy to be valued for

the money they pay.

4.2.3 Place and the Distribution

Currently Lifebuoy have a presence at all retail and grocery stores, however it will be

best to ensure maintaining prominent shelf spacing at these stores.

4.2.4 Promotions and Marketing Campaigns

Extensive above the line communications and promotions are required to break in to

the beauty skin care market as well as to communicate frequent hand washing to the

community. The objective of these communications will be to increase consumption as

well as to penetrate the new market segment as discussed in the audit.

Bundled offers and stock clearance sales when the occasion arises

Seasonal offers – Christmas, Avurudu, World health day, etc.

Introductory Promotions and offers for the new product lines developed

CSR Campaigns

o Couple with charitable and environmental organisations such as Ministry of

Health, Schools, UNICEF, Save the children, WSUP, Red cross, The water

board, etc. to promote the behavioural change in hand washing

o Conduct educational campaigns throughout the country, educating people,

especially children about the common illnesses, causes for the illnesses as well

as how to prevent them

o Marketing Communication campaign to promote washing hands regularly

a) The Promise/Proposition:

Lifebuoy promises to be the most relevant germ protection soap to the consumer.

Marketing Communication

o Protection from over 10 common illnesses

o Trust worthy skin protector

To promote washing hands

o Wash hands regularly for a healthy life

o Prevention is better than cure

b) Marketing Communications

The Message and USP– Develop new communication material to promote Lifebuoy

with the key messages being protection against germs as well as incorporating the

emotions trust and security in them.

Use the brand heritage to tell the story of the brand to the Sri Lankan market as our

culture appreciate heritage. This will again emphasise the emotion trust on Lifebuoy.

Communication tools – Both ATL & BTL advertising is required in terms of Media

advertising (TV, Radio & Press), Bill boards, Hoardings, Pennants, Social

net

eith

Ad

chi

c) Buil

Bu

of H

etc

Sig

staf

Ass

wa

use

and

Con

fee

C4.3

By u

and hyg

appeal t

The C

often w

4.4

With

guide t

market/

archive

beauty

Anoth

achieve

tworking, e

her, as they

dapt a masc

ildren as we

ld associati

ild associat

Health, Sch

. to promote

gnup with s

ff about the

sociate a m

sh hands. S

ed for these

d security.

ntinue to us

elings with h

Competitive

utilising the

gienic appea

to its produ

CSR campa

will give a co

Developme

the use of

the Growth

/reposition

d by devel

soap consum

her strategy

ed by encou

tc. Shelf di

play a very

ot to get th

ell

ons

tions with c

hools, UNIC

e the behav

schools to e

e common il

mascot or a

Superman an

campaigns

se Sangakk

his presence

Strategy

distinctive

al to it, Life

ct range.

aigns of kee

ompetitive a

ent/Growth

the Ansoff

h Strategy,

the brand

oping a ne

mers with th

y used to

uraging peop

isplays at r

y important

he appeal o

charitable an

CEF, Save t

ioural chang

educate the

llnesses, cau

superhero w

nd Spiderma

. They will

kara as a bra

e

advantage

ebuoy can g

eping peopl

advantage to

Strategy

f Matrix, (Fi

, the best

to appeal t

w product

he health ad

grow the m

ple to wash

retail and g

rule at the p

of the childr

nd environm

the children

nge in hand w

children an

uses for the

when talkin

an are two

also help in

and ambass

of being th

gain a consid

le healthy b

o Lifebuoy

igure 7) an

course of

to the beau

line which

dvantages in

market is t

hands more

grocery stor

point of sale

ren, which

mental orga

n, WSUP, R

washing

nd with org

illnesses an

ng to childre

examples o

n building e

sador as he

he best skin

derable com

by getting p

over the oth

nd the Produ

f action w

uty soap us

h will cater

ncluded.

to increase

e often.

re should n

e.

will help in

anisations su

Red cross, T

ganisations t

nd how to p

en or encou

f the kind o

emotional at

also build t

n care soap

mpetitive edg

people to wa

her brands.

uct life cycl

would be t

sers as wel

to the nee

the consu

not be forgo

n educating

uch as Min

The water bo

to educate

prevent them

uraging them

of mascots t

ttributes of

trust and se

p with a hea

dge as well a

ash hands m

le (Figure 6

to develop

ll. This can

eds of the m

umption, th

otten

g the

nistry

oard,

their

m

m to

to be

trust

ecure

althy

as an

more

6) to

the

n be

more

is is

5

5

P

RIns

ND

WFC

SE

T

5. Action and

Campaigns5.1

Promotions/Pro

Reminding and nforming and fo

seasonal offers

New Product Development

Wash Hands Frequently Campaign

Sponsorships andExhibitions

Total budget for

d Implementa

s & Budget for t

oject Actions

or Advertisi

o Po To Po P

o o Ro Po P

d

o o o P

c

d o Po

the year 2014 -2

ation

he next year, to

ing to promote thProtection from Trust worthy skiProduct owners/Product owners/

Sandalwood sceRose scented Promotions for bProduct owners develop market

CommunicationCSR CampaignsProduct owners/communication

Product owners/opportunities

2015

be reviewed in 2

he Brand Messaover 10 commoin protector /sales managers /sales managers

ented

both the above pto undertake anpenetration strat

n s /sales managers and tie up with t

/sales managers

2015

age on illnesses

to refine the mato check the she

products nd oversee the Rtegies

to refine the mathe organisation

to look for spon

arketing materialelf displays

R&D process an

arketing ns

nsorship

Time period

l

Throughout Monthly bas

nd

2015

Throughout

Throughout

d/deadline Bu

the year

sis

4,0

2,02,02,0

the year 2,03,0

the year 1,0

16,

udget

000,000/-

000,000/- 000,000/- 000,000/-

000,000/- 000,000/-

000,000/-

,000,000/=

6. Controls & Evaluation

To control and evaluate the above brand plan the following measures are required.

Prepare a Project plan for every campaign before beginning it

At the end of every campaign do a comparison of the brand expenses vs brand

revenue as well as actuals vs budgeted review

In addition do a Quarterly evaluation of the campaigns that had taken place

End of year evaluation of brand revenue & brand expenses

Annual Brand Audit to compare and evaluate changes in the market and the

organisation

Brand plan revising after the above findings

7. Ap

Figur

Figur

Dis

trib

uto

r

Att

ract

iven

ess

E

pendix

re 1: Power

re 2: The F

Low

High

Corpor

Macro

Environmen

r Matrix

Five forces

The Br

Distribu

Ba

Mar

ration

nt

Compe

Bra

of the Bran

and Benef

tor (More

rgaining P

Unhealth

rketing Cl

Operate

Low

C

etitor

Distri

nd

nd Sphere

fit from th

e Distribut

Power)

hy

limax to

in

Br

w

Customer

ibutor

he

tor

P

E

and Stren

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re 4: A Typ

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Figurre 5: Masloow’s Hierarrchy of Nee

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Figure 6: Product Life Cycle

Source: (Kotler & Armstrong, 2012)

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8. References

Chernatony, L. D., 30 January 2013. Brand Building Process. s.l.:s.n.

Detol, 2013. Detol Website. [Online]

Available at: www.detol.com

[Accessed June 2014].

Kotler, P. & Armstrong, G., 2012. Principles of Marketing. 13th Edition ed. s.l.:s.n.

LMRB, 2013. Extrapolated with a pickup factor basis LMRB CONSUMER PANEL

Data, s.l.: LMRB.

LMRB, 2013. LMRB CONSUMER PANEL, s.l.: s.n.

Salika, 2014. Brand Manager, lifebouy, Uniliver [Interview] (03 June 2014).

Swadeshi, 2013. Swadeshi Website. [Online]

Available at: http://www.swadeshiherbal.com/

[Accessed 2014].

Unilever, 2012. Unilever Annual Report 2012, s.l.: Unilever.

Unilever, 2013. Unilever Corporate Website. [Online]

Available at: http://www.unilever.com/

[Accessed June 2014].

Unilever, 2013. Unilever Internal Research Information, s.l.: s.n.

Uniliver, 2013. Lifebuoy Official Website. [Online]

Available at: www.lifebouy.com

[Accessed June 2014].