New Lifebuoy Soap Ad AnalysisPresented by,

Sushil Neupane

Amit Pathak

Niranjan Khanal

About the Product : Lifebuoy Soap• Brand of soap marketed by Unilever.• One of the oldest brand of HUL & positioned as health & hygiene

soap.• Introduced in 1895 as a disinfectant soap especially when the country

was severely affected by diseases like typhoid plague & yellow fever • Only soap brand to cross 100,000 tones of sales in a single year.• 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.

Product Line of Lifebuoy• Lifebuoy Total Protect• Lifebuoy Mildcare• Lifebuoy Naturepure• Lifebuoy Activfresh• Lifebuoy Vitalprotect• Lifebuoy Moistureplus

IMC Tools • Advertisement

• Interacts with mass communication medium to broadcast the product to the customer.

• Advertising such as television, radio and all types of print medias and social media marketing to reach out to their customers.

• Interactive Marketing• Organized website with full of information about their products.• Official page in every social medias and sites such as Facebook, twitter, YouTube etc.

• Public Relations• Recommended in some events such as television programs and community health

care.• Organize various campaigns.

Outlook of the Ad in the Newspaper

Lifebuoys Video Ad

Analysis

Insight

• Kids don’t care about health and cleanliness.• They eats food without washing their hands.• Having Food without washing hand contains

germs which contaminate foods.• It can result to various diseases like Diarrhea,

Dysentery, Flu etc.

About the Ad:• Focused on health concerns of the kids.• Aims to make a difference by creating accessible hygiene products

(soap) and promoting healthy hygiene habits.• Aims to change the handwashing behavior.• Focused on protecting from 10 germ infection.• Approved by RSPH (Royal Society of Public Health)

SegmentationSegmentation Description

Demographic • Age below 12• Both Male and Female

Behavioral • Regular User

Psychographic Social Class• Middle & Lower class

Target• Mothers with Active kids

Positioning StatementAspect Communication

To The mothers of Nepal who is health and cleanliness conscious for their kids.

Our Brand is the Germ fighting Soap

That Keep safe kids from 10 germ infection and strong germs too

because It is approved by RSPH (Royal Society of Public Health)

Pros• Proper association with the

customers emotions since diarrhea and pneumonia are major problem in our country• Focus on child health care• Consistent with global campaign • Design match with the product• Use of Nepali language so that

information is reached to target customers

Cons• Lack of awareness about RSPH

among the consumers.• No association with regional

health institutions• 4 different products shown with

single message of hand washing • Hand washing technique is not

mentioned• Only focus on diarrhea

Message Structure• Order of Presentation• Two Strong argument is considered in the ad.• Beginning of the Ad – “Protection against 10 infection germs causing disease”• End of the Ad – “ first brand to be approved by RSPH, London”

• Conclusion Drawing• High reinforcement of the points made in the ad. (Germs protection, RSPH)

• Message Sideness• One Sided Messege (Good Points)

• More Verbal Message & less visual Message.

Reason to believe in the ad• Brand awareness• First brand to receive the Royal Society for Public Health’s (RSPH)

newest accreditation status for campaigns.• Special focus on the social cause• Current situation of child health issue is mentioned• Specific mentions of numbers of preventable infections( i.e. 10)

Keep Calm&

Stay Healthy

Thank You