Marla Andrea G. Mendoza11135719 – ADV

Safeguard SWOT

Strengths

Strong brand recall on Safeguard. There is a halo effect from the flagship product, Safeguard bar soap.

Affordable price vs. competitors. Safeguard is cheaper than key competitors, Dove, J & J, and Vaseline.

Safeguard’s equity of giving “superior skin germ protection” is a brand differentiator for consumers, giving a competitive advantage for Safeguard body wash.

Available in 3 SKUs: handy/small size (50 ml), medium (200 ml), family (400 ml)

TAKEAWAY: Safeguard is brand name that carries the popular differentiator “super skin germ protection” and offers prices more affordable than its competitors.

Weaknesses

Low brand awareness. Most consumers are not aware that there is Safeguard body wash in the market.

Small player in the body wash segment as compared to the bar soap form which the leading player in the bar soap category.

Safeguard as a brand is only known for the superior skin germ protection. There is no new or fresh way this benefit is communicated.

No tactical or separate advertising support. It only rides with the campaign materials of the whole Safeguard portfolio or with Safeguard bar soap (point-of-sale), in-store spiels, TVC endtag.

TAKEAWAY: Despite Safeguard’s brand popularity, the body wash product itself, which has not been in any advertising on its own, is not well known.

Opportunities

Body wash market in the country is growing at 19.7% and is higher than bar soap growth at only 15.7%

Adding new benefits or ingredients to excite consumers and for them to find value in using body wash versus soap or other cleansing products.

Sales promotion effort or permanent price down for body wash products to drive trial.

TAKEAWAY: The body wash market has been expanding lately. It could be the perfect time for a Safeguard body wash promotion to induce trial so consumers can discover the benefits of the product.

Threats

Consumers’ perception that Safeguard as a product is harsh on skin. More aggressive efforts from competitors especially J&J, Dove and Vaseline,

which are also well-known megabrands. Cheaper body wash house brands are available in the market. Available in only two product variants, Pure White and Aloe, vs. competitor

brands that offer wide array of choices. Perception that body wash products are not economical to use. More available product variants for consumers to choose from.

TAKEAWAY: While Safeguard body wash is not well known and un-advertised, other body wash brands have been aggressively promoting and are offering at lower prices, as well as a variety of choices.