BRANDING FOR PERSONAL AND CORPORATE EXCELLENCE

Prepared By

Sobanoo Zain

Reg.No. DBM - 0000016773

Individual Integrated Assignment & Presentation

June 2014 Examination

Brand Audit

Diploma in Brand Management

SRI LANKA INSTITUTE OF MARKETING

Tab

1 

2

3

4

5

6

7

ble of con

    .Introdu

.  Brand A

  Th2.12.1.1 2.1.2 2.1.3 2.1.4 2.1.5 2.1.6 

  Dis2.2

  Cu2.32.3.1 2.3.2 2.3.3 2.3.4 

  Co2.42.4.1 2.4.2 2.4.3 2.4.4 

  Ma2.52.5.1 2.5.2 2.5.3 2.5.4 2.5.5 2.5.6 

  Su2.6

  An2.7

  SW2.8

.  Brand O

  Vis3.1

  Ma3.2

.  Brand S

  Co4.14.1.1 4.1.2 

  Gro4.2

  Ma4.3

.  Conclus

.  Append

7.  Referen

ntent

ction to Un

Audit _____

e CorporatioCoordinationValues ______DepartmentsHeritage ____CommunicatiDistinctive ca

stributors __

stomer ____End ConsumeTime rich or mTight Lose coHow well doe

mpetitor  __Lifebuoy BranPorters five cDefining the cStrategic Bran

acro EnvironPolitical _____Economical __Social  ______TechnologicaEnvironmentaLegal _______

mmarise the

nalysing the m

WOT Analysis

Objectives 

sion _______

arketing Obj

Strategy & A

mpetitive poSegmenting, TCompetitive s

owth strateg

arketing stra

sion ______

dix _______

nces  _____

nilever and L

_________

on – Unileve_______________________’ cultures ________________ions ________pabilities & co

___________

___________er __________money rich ___ntrol  _______es the brand f

___________nd Identity Priompetitive focompetitive snd Audit/Stre

nment  _________________________________________l ___________al ______________________

e impact of t

marketing m

s __________

_________

___________

jectives ____

Action Poin

ositioning &Targeting & Pstrategy – diff

gy – market 

ategies and c

_________

_________

_________

Lifebuoy __

__________

er  _____________________________________________________________________ore competen

___________

_______________________________________________fit the consum

___________ism ________orces which afet for Lifebuongth of Comp

___________________________________________________________________________________

the brand sp

mix of Lifebu

___________

__________

___________

___________

nts _______

& pricing straPositioning  __ferentiation _

developmen

campaigns __

__________

__________

__________

__________

__________

______________________________________________________________________ncies – USP __

__________

______________________________________________mer’s buying b

______________________ffect Lifebuoyoy __________peting Brands 

__________________________________________________________________________________

phere  _____

oy  _______

__________

__________

__________

__________

__________

tegy ______________________________

nt ________

__________

__________

__________

__________

__________

__________

___________________________________________________________________________________

___________

_______________________________________________ehaviour? ___

______________________________________________– the graph  _

___________________________________________________________________________________

___________

___________

___________

__________

___________

___________

__________

___________________________________

___________

___________

__________

__________

__________

__________

__________

___________________________________________________________________________________

___________

___________________________________________________________

___________________________________________________________

___________________________________________________________________________________

___________

___________

___________

__________

___________

___________

__________

___________________________________

___________

___________

__________

__________

__________

______ 7 

______ 8 

______ 8 ______  8 ______  8 ______  8 ______  8 ______  9 _____  10 

_____ 10 

_____ 10 _____  10 _____  12 _____  12 _____  12 

_____ 13 _____  13 _____  13 _____  14 _____  15 

_____ 16 _____  16 _____  16 _____  16 _____  16 _____  16 _____  16 

_____ 17 

_____ 17 

_____ 19 

_____ 20 

_____ 20 

_____ 20 

_____ 21 

_____ 21 _____  21 _____  21 

_____ 21 

_____ 21 

_____ 22 

_____ 23 

_____ 28 

 

Executive Summary The objective of this report is to lay the foundation for the Brand Planning Process of

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

However only the first three points of the above model will be covered/discussed in this

report in the form of a Brand Audit (the first section of the report) and the Brand Strategy

(the second section of the report) derived by the findings from the Audit.

The report will begin with the five forces analysis of the Brand giving an understanding

to where Lifebuoy stand as of this moment and will help with the SWOT analysis. In

addition, the Marketing Mix current situation will also be analysed.

Finally the report will conclude with the strategies for the next three years for the brand

development of Lifebuoy.

1.

W

Lev

is as

H

the b

(U

C

focu

man

affo

prod

alon

W

bran

beau

T

lead

Introduct

With a prou

ver Bros, wr

s follows.

Helping peop

business un

Unilever, 20

Currently Un

used on hea

ny different

ordable soa

duce world-

ngside truste

While 14 of

nds have lo

uty and. Lif

This report w

der in the Sr

tion to Un

ud heritage

rote down h

ple to look

nderstands 2

012)

nilever own

alth and wel

t ways. Ran

aps, luxurio

-leading bra

ed local nam

these renow

ong-standing

febuoy’s dri

will include

ri Lankan, H

nilever an

of over 12

his ideas for

good, feel

21st century

n over 400

llbeing, no

nging from n

ous shampo

ands includi

mes such as

wn brands b

g, strong so

ive to prom

e the Brand

Hygiene and

nd Lifebu

20 years si

r Sunlight S

good and g

y-consumers

brands wit

other comp

nutritionally

oos and ev

ing Lipton,

s Blue Band

bringing in e

ocial missio

mote hygiene

d Planning

d Herbal So

uoy

ince William

Soap, Unilev

get more ou

s and their l

th a turnove

pany touche

y balanced

veryday ho

Knorr, Dov

d, Pureit and

excess of €

ons, includi

e through ha

process for

oap Segmen

m Hesketh

ver’s curren

ut of life –

lives

er of €49.8

s so many p

foods to ind

usehold ca

ve, Axe, He

d Suave.

1 billion a y

ing Dove’s

and washing

r Lifebuoy,

t.

Lever, fou

nt Corporate

shows how

8 billion. B

people’s liv

dulgent ice

are product

ellmann’s an

year, many

s campaign

g with soap

the current

under of

e Vision

w clearly

By being

ves in so

creams,

ts. They

nd Omo,

of these

for real

.

t market

2.

T

curr

the

(Fig

2.1

2.1.

T

oper

prod

2.1.

L

Wit

bett

W

germ

cure

illne

han

2.1.

U

and

perf

2.1.

L

heal

dev

Brand Au

To develop a

rent situatio

planning. T

gure 3) coup

The Corp

1 Coordin

The Departm

rations and

duct.

2 Values

Lifebuoy’s v

th Pillars’ st

ter place to l

Winning

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With its mu

m protection

e. It is said t

esses Today

d sanitizers

3 Departm

Unilever is a

treated eq

formance of

4 Heritag

Like its pare

lth consciou

eloping a

udit

and strategi

on is essenti

This audit c

pled with th

poration – U

nation

ments in Un

d communic

values are s

tatement. In

live in.

with brand

in the mark

through co

with people

ltiple soap

n soap to th

that Lifebuo

y with Lifeb

, ensure dai

ments’ cultu

a multinatio

qually. Hen

f the individ

ge

ent compan

us soap dev

soap produ

ies the ‘Bra

al. This is th

consist the a

he SWOT an

Unilever

nilever are d

cation take

summarised

n short it m

s and innov

ket place

ntinuous im

e

variants, L

he consumer

oy has the a

buoys range

ily hygiene

ures

onal organis

nce there c

duals.

ny Unilever

veloped to

uct to stop

and Plan’ o

he objective

analysis of

nalysis.

divided in a

place in th

d in what t

means to dou

vation

mprovement

Lifebuoy’s b

r, by taking

ability to pro

e of shampo

and freshne

sation wher

culture and

r, Lifebuoy

prevent ba

p Cholera i

of Lifebuoy

e in assemb

the five ma

a product b

he order of

they call as

uble the pro

t

brand prom

a stand to c

otect the co

oos, liquid h

ess for the e

re all gende

d the hierar

y has a pro

cterial dise

in Victoria

Soap an un

bling the ‘Br

ain forces o

by product b

f market req

‘The Com

ofit while m

mise is to be

consider pre

onsumer from

hand washes

entire family

ers and nati

rchy is bas

ud heritage

ases. Willia

n England

nderstandin

rand Audit’

of the brand

basis, wher

quirements

mpass’ or ‘W

making the s

e the most

evention be

m over 10 c

s, body was

y.

ionals are re

sed comple

e of being

am Lever’s

brought L

ng of the

prior to

d sphere

e all the

of each

Winning

society a

relevant

tter than

common

shes and

espected

etely on

the first

goal in

Lifebuoy

thro

wid

It

hard

Life

B

able

thro

mob

con

Life

(U

Com

(Un

2.1.

T

ema

staf

1940

Manufactu

started in

19

Hock

ough a journ

der market le

t was launch

d carbolic

ebuoy brand

Being the #1

e to touch t

ough campa

bile shower

secutive ye

e of Lifebuo

Unilever, 20

mmunicatio

nilever, 2013

5 Commu

The internal

ails, newslet

ff culture an

uring

n SL

Ca

979

key

ney to evolv

eader in the

hed in Sri L

soap to a

d is more th

1 soap bran

the lives of

aigns such

rs operatio

ars in Sri La

oy in Sri L

013)

on Mileston

3)

unications

l communic

tters and e-f

nd practices

2002

arbolic Soato Family

1992

Anthem

ve as the be

e health and

Lanka in the

bathing ba

an the quint

d in Sri Lan

many Sri L

as the Han

ns and Ge

anka.

anka

nes

cation mod

flyers ensur

helping in t

ap L

20

Butte

estselling ge

hygiene so

e 1940’s. Si

ar repositio

tessential b

nka with ov

Lankans ov

nd Washing

erm Fighter

del at Unile

ring that the

this process

2007

Launch of HW

002

Deerfly

erm protecti

oap category

ince 2004, L

oned for th

ar of red so

ver 40% ma

ver many de

g Campaign

rs school p

ever includ

e messages

s.

2008

Launch oGHWD

2009

elta Strike

ion soap. It

y for the pas

Lifebuoy wa

he whole f

ap.

arket share,

ecades. This

n, Global H

programmes

e the Intran

get circulate

2009

f Launch Delta

2011

10

has been th

st century.

as improved

family. Tod

Lifebuoy h

s has been

Hand washi

s conducte

anet, notice

ted in time,

9

h of a

1 20

Evolve

he world

d from a

day, the

has been

possible

ing day,

ed for 8

boards,

with the

Launch ofStrike 2

2013

013

ed Germs  

f 

T

TV,

utili

2.1.

U

hyg

com

2.2

L

H

in th

over

2.3

2.3.

T

two

Her

The external

, Bill Boar

ised in the a

6 Distinct

Unilever’s v

gienic natur

mmodities. T

Being the m

Being the N

A presence

The ability

Distribut

Lifebuoy dis

Wickramar

Shodan’s D

Medialogic

New Battic

However com

he market f

r the distrib

Custome

1 End Co

The consum

o different se

rbal Soap U

Lintel IndSapug

l communic

rds, Hoardi

appropriate

tive capabil

vision of be

re combine

The USPs so

most releva

No 1 soap p

e of over 50

y to protect

tors

stribution is

rachchi Dis

Distributors

c Distributo

calo Distrib

mparing to

for quite so

butors.

r

onsumer

mers are mai

egments of

sers.

dustrial Estgaskanda

cation cove

ings, Penna

mix to brin

lities & core

eing a facto

to give L

o gained as

ant germ pro

product in th

0 years in th

you from ov

handed ove

stributors Co

s Kandy

ors Galle

butors Batic

the Power

ome time, t

inly the adu

f customers

tate

er all the co

ants, Socia

ng the brand

e competenc

or in the b

Lifebuoy th

follows:

otection soa

he Hygiene

he Sri Lanka

ver 10 com

er to a few d

olombo

aloa

matrix ( Fi

they have th

ults and yo

who are na

Distributo

ommunicati

al Networki

d message to

cies – USP

betterment o

he edge it

ap to the con

and Herbal

an Market

mon illnes

distribution

igure 1), As

he upper ha

oung adults.

amely: Beau

r W

ion channel

ing, etc. T

o the consum

of the socie

needs to s

nsumer

l Soap Mark

ses

s around the

s Lifebuoy

and and the

. This mark

uty Soap Us

Whole Selle

ls including

These chann

mer.

ety and Lif

stand out fr

ket, worldw

e country.

had been o

e bargaining

ket is comp

sers and Hy

ers

g Radio,

nels are

febuoy’s

from the

wide

perating

g power

prised of

ygiene &

Retailers

Adult Soap Market Structure

(LMRB, 2013)

Hygiene and Herbal Market Segment

Key Brands 2012 2013 Growth %

Adult health 10865 11104.6 2.2%

Lifebuoy 94.8% 95.5% 3.0%

Safe plus (Swadeshi) 1.0% 0.9% -23.3%

Dettol 4.0% 3.6% -8.2%

(LMRB, 2013)

The Consumer Characteristics

Health conscious

Invest on Hygiene

Families with children

Since the brand is in its maturity stage (Figure 6) in the Product Life Cycle, the new

customer base is among the late adopters

• 5250 Tonnes• 25% of Market • 11.6% Volume Growth  (2013 Vs 2012)  • Segment API – 90‐120 

BeautySegme

 Hygiene & Herbal  

Segment 

• 15,765 Tonnes• 75% of Adult Soap Market •  ‐1.42% Volume Decline (2013 Vs 2012) • Segment API – 70‐105 

2.3.

T

of th

2.3.

L

the

agai

for

can

buy

mak

atta

2.3.

F

min

F

H

2 Time ri

The current

he right pro

3 Tight L

Lifebuoy con

need of pro

inst Figure

Key benefi

be conclud

yer decision

king factor

chments an

4 How w

or Lifebuoy

nor perceive

igure 4 of c

Here the Buy

ch or mone

consumer m

oduct for the

Lose control

nsumers co

otection ag

3 all a (Ch

its/Value fo

ded that the

n, these are

s for a sa

nd the Brand

ell does the

y consumer

ed Brand Di

consumer bu

yer decision

R

Brand

Reca

y rich

market is m

em, especial

ome from d

ainst bacter

harge for co

or Money)

even if the

not the m

ale would b

d Image that

e brand fit th

rs the decisi

fferentiation

uying proce

n will includ

Running out of

Beliefs formed

alling the adve

Dec

Brands may o

mostly health

lly the skin

different bac

ria/ health c

onvenience)

quadrants a

e time and m

making or b

be the fea

t affect mai

he consume

ion to purch

n. This will

ess model.

de the follow

Problem Reco

f soap, realisin

d by passive le

ertisements of

Purchase M

cide to purcha

or may not be

h conscious

care produc

ckgrounds w

consciousne

, b (Justify

are applicab

money are

reaking poi

atures, inno

inly.

r’s buying b

hase is a low

l put Lifebu

wing stages

ognition

ng the need to

earning recalle

Lifebuoy, Det

Made

se Lifebuoy

evaluated afte

s they will p

cts.

what they h

ess therefor

price premi

ble for Life

two factors

int of the s

ovation, fle

behaviour?

w involvem

uoy in the (c

s.

buy soap.

ed from advert

tol, Lux, etc.

erwards

pay ample a

have in com

re when com

ium) & c (s

ebuoy. Ther

s that can af

sales. The

exibility, em

ment decisio

c) quadrant

ts

amounts

mmon is

mparing

stressing

refore it

ffect the

decision

motional

n with a

of

2.4

2.4.

2.4.

T

w

Competit

1 Lifebuo

2 Porters

Threat of s

This is one ma

the curren

Lifebuoy soa

diminishing

arrival of s

products, su

wash, body wa

etc

tor

oy Brand Id

five compe

Culture

Diverse, Fa

friendly

Physiqu

Unique Red

Bar, red and

covering

ubstitutes

ajor threat in

t market.

ap market is

due to the

substitute

uch as hand

ash, shampoo,

c.

dentity Prism

etitive force

e

amily

y,

e

Soap

white

g

B

The

dema

they

th

dem

B

E

incr

da

Hygi

Discussed

Comp

m

s which aff

Lifebuo

Stand out as a

conscious So

added protec

the fam

Personal

Protective, Ef

Healthy, Fri

Trustworthy

killer

Relations

Security, Fri

Parental, T

Bargaining Pow

customers are

anding and the

need from the

he Brands do n

mands and req

canno

Bargaining Po

Even though t

reasingly more

ay, Lifebuoy as

ienic Soap Ma

hand over t

Industr

d below are th

petitors that a

fect Lifebuo

oy

a Health

ap with

ction for

ily

lity

fficient,

iendly,

, Germ

hip

iendly,

rusty

wer of custom

e getting increa

ey know exactl

e brands, there

not supply to t

quirements Br

ot thrive

wer of supplie

he suppliers a

e demanding b

s the leader in

arket hold the

heir demands

ry Rivalry

he competitive

apply to this ca

oy

Self-Im

Guardian, S

Protector,

Germ ki

Reflect

Healthy, S

Hygienic, Co

Trustwo

ers

asingly

ly what

efore if

heir

ands

ers

re

by the

the

upper

set and the

ategory

mage

Saviour,

, Fast,

iller

tion

Strong,

onfident,

orthy

Threat of ne

There are a

entrants du

increasing d

Ayurvedic

and the inc

entrepreneur

the Soap i

w entrants

no of new

ue to the

emand for

products

crease of

rs entering

industry

2.4.

S

prod

heal

3 Definin

ince Lifebu

ducts fall u

lth and herb

Acceptab

Purchased

ng the comp

uoy is amo

under the u

bal products

Kn

ble Brands

d Brands

petitive set f

ong the Hy

unacceptable

s over Lifeb

nown Bran

s

for Lifebuoy

ygiene and

e brands. L

buoy.

All Bran

nds

Unaccept

Brand

y

Herbal Soa

Lifebuoy co

nds

table

ds

Rejected

ap segment

onsumers w

Unk

Overlo

d Brands

t, the Beau

will reject th

known Br

ooked Bra

uty Soap

he other

ands

ands

2.4.4 Strategic Brand Audit/Strength of Competing Brands – the graph

Considering the hygiene and herbal market segment Lifebuoy hold the market leader position

Brand Lifebuoy Dettol Kohomba

Objectives A healthy lifestyle with protection against

germs

Mission for Health. Natural products for the skin

and the soul

Importance & Commitment

(L/H/M) M M M

Strategic Direction Keep the community healthy and encourage

washing hands more often

Targeting Families’ Health Herbal products for the ladies

Critical Strength Being the no 1 in the category and being in the

1st soap of the category to enter the market

Known for the disinfectant

nature of the brand

Been in the local market for

almost as long as Lifebuoy

Most Vulnerable Weakness They compete on feature more than empathy Not as much of a

penetration in the soap

market

Positioned more towards the

beauty segment of the market

Competitive Position Protect the no 1 position and encourage more

usage of the

Being the best disinfectant

in the market

Herbal Soap for the Ladies

Likelihood of Change

(L/M/H)

H H H

(Unilever, 2013) (Detol, 2013) (Swadeshi, 2013)

2.5

2.5.

C

Uni

for

heal

2.5.

D

effe

heal

2.5.

T

an a

incr

with

con

2.5.

T

and

dive

2.5.

T

incr

Life

poll

PR

2.5.

T

Lan

infr

thei

Macro En

1 Politica

Current Poli

ilever is a m

massive or

lthy for the

2 Econom

Due to the E

ective metho

lthy for any

3 Social

The price co

advantage f

rease in netw

h more educ

scious is als

4 Techno

The technolog

reach. This

ersification o

5 Environ

The environ

reasing the

ebuoy as it

lution durin

nightmare.

6 Legal

The copyrig

nka provid

astructure i

ir dealings a

nvironment

al

itical situat

multinationa

rganisations

Multination

mical

Economic re

ods of usag

y industry.

onscious con

for Lifebuo

working als

cated and a

so another a

ological

gical advanc

is a benefit

of products. T

nmental

nmental pol

need for m

t is a soap

ng the manu

ght laws, L

de a comp

is developed

are in par w

t

tion is not

al organisati

s. The Gov

nal organisa

ecessions in

e and produ

nsumers now

oy as it has

so effect the

ware consu

advantage fo

ement in the

to Lifebuoy

This will incr

llution tend

more hygieni

made to f

ufacturing pr

Labour Law

plex legal

d is such a

ith the legis

as healthy

ion. The he

vernment a

ations withe

n the curren

ucts. Theref

w are conve

s the best i

e consumer

umer base. T

for both the

e market will

y. This will a

rease the com

d to jeopar

ic products

fight agains

rocess is no

ws, Compan

environm

way that th

slation.

y for the F

avy tax reg

assistance to

er

nt market, m

fore the curr

erting to be

mage in th

r awareness

The current

industry sec

l improve th

also result in

mpetition for

rdise the o

in the mark

st germs. H

ot controlled

ny Laws an

ment for L

he organisa

FMCG indu

ulations are

owards ent

most consum

rent econom

more brand

he hygiene

and all the

social trend

ctor as well

e quality, op

n new entrant

r Lifebuoy.

overall heal

ket. This is

However if

d adequately

nd environm

Lifebuoy, h

tion is capa

ustry espec

e not as eco

trepreneurs

mers resolve

mic conditio

ds consciou

soap indust

e brands are

d to be mor

l as the Bran

perations, dis

nts to the ma

lth of the

s an opportu

the enviro

y it could b

mental law

however U

able of ensu

cially as

onomical

are not

e to cost

on is not

us; this is

try. The

e dealing

re health

nd.

stribution

arket, and

society,

unity for

onmental

ecome a

s in Sri

Unilever

uring all

2.6

S

whe

less

Company/Cor

Coordination Values Cultures Heritage Communication

Total per secti

Overall score

2.7

A

the

posi

mes

(Un

Summa

ummarising

ere Ten bein

s than five th

rporation

n

7 8 8 8 7

ion 7

for the Brand

Analysin

According to

marketing

ition. Howe

ssage delive

nilever, 201

arise the imp

g the above

ng the best

hen the bran

Distributor

Goal AlignmenPower

ng the marke

o the below

mix were

ever the me

ery is not po

13)

pact of the b

e situational

and one be

nd is vulner

Custo

nt 8 8

MoneExten

8

eting mix of

research co

flagged gre

essage deliv

oor it is not

brand spher

l analysis an

eing the wo

rable.

omer

ey Rich nded Problem Sol

f Lifebuoy

onducted on

een which

very was fl

as effective

re

nd scores ar

orst situation

Com

lving 5 5

ComBra5 C

5

n the market

means that

lagged amb

e as it could

re awarded

n for the Br

mpetitor

mpetitive Set nd Prism ompetitive Force

ting mix, m

they are c

er. This me

d be.

by a degree

rand. If the

Mac

es

5 6 4

PoliEcoSociTechEnv

4

6

most the attri

currently in

eans that w

e of Ten

score is

cro Environmen

itical nomical ial hnological

vironmental

ibutes of

n a good

while the

nt

5 5 8 8 7

7

(Unilever, 2013)

Other than the fact that lifebuoy provide protection against ten common illnesses the

other messages are not communicated to the community effectively.

Consumer Perspective history on Lifebuoy

(Unilever, 2013)

Lifebuoy had always been a well-known brand even the non-users are aware of it and

think that it is a good product.

2

Stren

Bei Bei

pro We Con Stro Sta Ene We A p

Oppo

Ma Con Con Tec

ope Com Con Det

inc The

SWOT An2.8

A snapshot vie

ngths

ing the no 1 in theing the most relev

otecting the consumell established Bransumer Base withong Organisation

able Parent Compaergetic and Dynamell Oiled Distributpresence of over 5

ortunities

arket diversificationsumers being monsumer base withchnological improerations, quality, dmpetitors in the nnsumers are moreteriorating Healthreases the need foe awareness about

nalysis

ew of where the

e Hygiene and hervant germ protectimer from over 10and Reputation wih Brand Loyalty

culture any to back up mic Staff tion and Supplier 50 years in the Sri

on give opportuniore open minded

h a Brand driven movements provide distribution and co

niche have a consie health conscioush conditions dues tor more hygienic pt the brand even a

brand stand deri

rbal soap market wion soap to the con0 common illnesseith a renown Heri

Chains i Lankan Market

ty for growth

mentality new opportunitie

ommunications derably lower voi

s to the environmenproducts in the maamong the non-us

ived from the Br

worldwide nsumer by es tage

es improve the

ice

ntal pollution arket ers

rand Sphere aud

Weaknesse

Compete The mess

Threats

Increasin Diversifi

market Consume High tax Recession The techn

hence inc 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 advancecreasing the compronmental 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 thpetition for Lifebuon during the man

analysis.

on it could be

ng to substitute pr

about their needs

he entrance for entuoy nufacturing proce

roducts entering t

s and wants

trepreneurs in the

ss, if not controlle

the

market,

ed

3.

3.1

U

rele

bett

3.2

A

ther

shar

reas

the

Brand Ob

Vision

Under the Un

evant germ p

ter than cure

Marketin

As Per the P

refore as the

re. Also re

soning behi

SWOT from

Maximise

Increase co

2015 globa

Introduce n

Refine the

consumpti

Adapt a m

children as

Use the br

culture app

bjectives

nilever’s Co

protection s

e.

ng Objective

Product Lif

e sales are f

epositioning

ind setting o

m the analy

the market

onsumption

ally – 10 M

new produc

e marketing

on in order

mascot to ge

s well

rand heritag

preciate her

ompass stra

oap to the c

es

fe cycle dia

flattening in

g of the pr

of the objec

sis done.

share in Sri

n by changin

illion Sri La

cts to cater t

g communi

to create m

et the appea

ge to tell the

ritage

ategy, Lifeb

consumer, b

agram (Figu

n the marke

roduct wou

ctive below

i Lanka by 2

ng the hand

ankans

to the Beaut

ication and

more empath

al of the ch

e story of th

uoy’s brand

by taking a s

ure 6), Life

et they shou

uld help wi

w. As well a

2%

d washing be

ty Soap mar

d add emot

hy towards L

hildren, wh

he brand to

d promise is

stand to con

ebuoy is in

uld look at g

ith this situ

as the weak

ehaviour of

rket

tional ties

Lifebuoy

ich will hel

the Sri Lan

s to be the m

nsider preve

its maturit

growing the

uation. Thi

knesses der

f 1 billion pe

with the L

lp in educa

nkan Marke

most

ention

ty stage,

e market

s is the

rived for

eople by

Lifebuoy

ating the

et as our

4.

4.1

4.1.

T

the

4.1.

B

and

app

L

strat

4.2

W

guid

mar

arch

beau

4.3

Exte

exis

Brand St

Competit

1 Segmen

The target m

beauty soap

2 Compet

By utilising

hygienic ap

eal to its pr

Lifebuoy sho

tegy with a

Growth s

With the use

de the Gro

rket/repositi

hived by de

uty soap co

Marketin

ensive abov

sting and the

The

Lifeb

incor

Comm

Medi

Socia

Segm

The fam

adults wh

hygien

trategy &

tive position

nting, Targe

market shoul

p segment.

titive strateg

the distinct

ppeal to it, L

oduct range

ould not com

moderate p

strategy – m

e of the An

owth Strat

ion the bra

eveloping a

nsumers wi

ng strategies

ve the Line

e new produ

Message a

buoy with t

rporating the

munication

ia advertisi

al networkin

menting an

milies with

ho look for

nic factors

produ

Action P

ning & pric

eting & Posi

ld include t

gy – differe

tive advant

Lifebuoy ca

e.

mpete on pr

pricing polic

market devel

soff Matrix

egy, the b

and to appe

a new produ

ith the healt

s and campa

e and Bellow

uct lines:

and USP– D

the key me

e emotions

tools – Bo

ing (TV, R

ng, etc.

d Targetin

h kids and

r the healt

s of skin ca

ucts

Points

cing strategy

itioning

the current t

entiation

tage of bein

an gain a co

ricing, it is

cy.

lopment

x, (Figure 7

best course

eal to the b

duct line wh

th advantag

aigns

w the Line

Develop ne

essages bei

trust and se

oth ATL &

Radio & Pr

ng

d the

th and

are

L

t

y

target mark

ng the best

onsiderable

best that th

) and the P

e of action

beauty soap

hich will ca

es included

Marketing

ew commu

ing protecti

ecurity in th

BTL adve

ress), Bill

Lifebuoy t

value fo

argeted cu

ket as well a

skin care s

competitive

ey follow th

roduct life

n would b

p users as

ater to the

.

need to be

unication m

ion against

hem.

rtising is re

boards, Ho

o create

or the

ustomer

as the consu

soap with a

e edge as w

he value for

cycle (Figu

be to deve

well. This

needs of th

e done for b

material to p

t germs as

equired in t

oardings, P

Positio

As the t

protectio

germs

common

umers of

healthy

well as an

r money

ure 6) to

elop the

can be

he more

both the

promote

well as

terms of

ennants,

oning

trusted

on over

s and

illnesses

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

Line extension development to cater to the beauty market

5. Conclusion

The Brand Audit for Lifebuoy revealed that, the Brand Planning process should

concentrate more on the marketing message and the Brand promise. While Lifebuoy has a

sound brand promise it is not presented effectively. So the Brand plan will include

extensive reworking of the communication.

Another conclusion driven from the audit is that Lifebuoy is in need of repositioning as

it is in the Maturity stage of its life cycle. This also double up to be a growth strategy

along with increasing consumption of the product in order to maximise revenues.

6.

F

F

Dis

trib

uto

r

Appendix

Figure 1: Po

Figure 2: Th

Att

ract

iven

ess

Low

High

Cor

Macr

Environ

x

ower Matri

he Five for

The

Distr

Mw

h

rporation

ro

ment

Com

B

ix

ces of the B

Brand Be

ibutor (M

Bargainin

Unhe

Marketing

Oper

L

mpetitor

Di

Brand

Brand Sphe

enefit from

More Distri

ng Power)

ealthy

g Climax t

rate in

Low

Custom

istributor

ere

m the

ibutor

)

to

Brand St

er

Partner

Effort (I

will h

Impr

Distr

ba

rength

rship/Join

Ideal Situ

have an ad

ove or elim

ibutor (m

argaining

Hig

nt Marketi

ation as b

dvantage)

minate the

ore Brand

Power)

h

ing

oth

e

d

F

F

Per

son

al D

isp

osab

le

Per

ceiv

ed B

ran

d

Figure 3: Br

Figure 4: A

p

Low

High

Minor

Major

randing Op

Typology o

Cha

Stress

h

Rout

Tend

Limi

pportunity

of Consum

(a)

arge for co

(c)

s Key Bene

Limi

(d)

tinized Prob

ency to limi

Solvin

(c)

ited Proble

Low

in a Money

mers' Buyin

onvenience

efits & VF

Ti

ited

blem solving

ited Problem

ng

em Solvin

Consum

w

y and Time

g Process

e

FM

me Availa

g

m E

g

mers’ Invo

e Constrain

Justify p

Facilitate

ability

P

Extended P

Facilitate

olvement

ned Society

(b)

price prem

(d)

functiona

Plentiful

(a)

Problem S

(b)

functiona

High

y

mium

al DIY

Solving

al DIY

FFigure 5: MMaslow’s Hiiarachy of N

S

S

A

Needs

Self Estee

Socialisati

Security

Sustenanc

Self

Actualisati

m

on

y

ce

ion

Figure 6: Product Life Cycle

Source: (Kotler & Armstrong, 2012)

F

F

Mar

ket

s

Figure 7: An

Figure 8: BC

Existing

NewM

ark

et S

har

e

Low

High

nsoff Matr

CG Matrix

Mar

Mag

w

ix

x

rket Devel

arket Pene

Existin

Cash Cow

Dog

Low

lopment

etration

Produc

ng

w

Mark

P

cts & Serv

?

ket Growt

Diversi

Product D

vices

N

St

? The prob

h

Hi

ification

Developme

New

ar

blem child

igh

nt

d

7. 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, Lifebuoy, 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.lifebuoy.com

[Accessed June 2014].