Introduction Of Lifebuoy and Keya super beauty Soap

Lifebuoy is a Famous soap brand in Bangladesh. It was created by Lever brother soap factory in

1894. Now it is a brand of Unilever. Unilever stared its business in Bangladesh in 1964 when its

soap factory was build up at Kalurghat in Chittagong. It has been part of the Bangladeshi

household since the 19th century. Lifebuoy is providing one of the best health care products in

Bangladesh.

Keya super beauty soap offers by Keya Cosmetics Ltd. In the year 1996 as a Private Limited

Company Keya Cosmetics Ltd. has been converted as a Public Limited Company in the year

1999. Initial public offering of shares (IPO) was done in 2001 and the company was listed with

Dhaka & Chittagong Stock Exchange in the year 2001.. Keya Cosmetics Ltd is one of the

leading cosmetics manufacturing company in Bangladesh. Located at Jarun, Konabari, Gazipur

covering an area of 28,800sft, the company began its production in 1997 with a state-of-art

manufacturing facility and has a strong workforce of 744 people.

Strength

Topics Lifebuoy Keya

STRENGTH

1. Lifebuoy is the largest health

soap brand in Bangladesh

2. First soap to use carbolic

acid, which gave it a red

color and strong, medicinal

scent.

3. Wide portfolio for the

Lifebuoy brand ranging

which includes Soap, Hand

Sanitizer and Hand Wash

4. High consumer awareness

for the brand of Lifebuoy

5. Most popular soap brand in

the rural market

6. Excellent brand which is

reachable to the customer

and wide distribution

7. Excellent Marketing.

1. Produce from 100%

vegetable Fat. Its obtain

8% Glycerin of 99.5%

purity.

2. Well Known Brand

3. Experienced

Management

4. Trained and skilled

employee.

5. Good Network

6. Many Variant (Pink,

White, Lemon and

Green).

7. Endorsing popular

programs in television

like “Ittadi”

8. Good in Advertising scheme.

9. Provide a 100% anti-

bacterial soap for complete

protection.

8. It is 100% halal soap. It

satisfied the need of

Islamic minded people

Weakness

Topic Lifebuoy Keya

WEKANESS

1. Lifebuoy has lower market

in urban.

2. Initially positioned as a

masculine soap, which

was eventually turned as a

family soap.

3. Most of the people used it

as hand soap instead of

Bath.

4. Only consider making

soap of health care.

1. Keya din not do much

advertisement to increase

their sale.

2. Keya beauty soap is hardly

available in the market.

3. Weak distribution channel.

4. Low Brand awareness.

5. Mainly positioned as beauty

soap targeted towards

women, Lack of unisex

appeal.

6. Only consider making soap

of beauty purpose.

Strength Weakness Analysis

Keya super beauty soap, only consider making for beauty purpose and lifebuoy soap only

consider making for health care purpose. Keya’s customers are mainly for female (Above 13

years) but lifebuoy has all types of customers in our country. Keya and Lifebuoy soap both has

many strength and weakness , But we can see that lifebuoy soap has better customer than keya

super beauty soap because lifebuoy offers their product all types of customers other hand Keya

super beauty offers their products only specific customers.

Segmentation, targeting & Positioning of Keya Super Beauty Soap

Higher class Middle class Lower class

Urban

Sub urban

Rural

Segmentation:

Keya group launched a new soap which they named Keya super beauty soap. First they

divide total market into urban, sub-urban and rural people. Then they are divided those

people into three parts higher, middle and lower class. They also had taken two factors

Geographic and Demographic.

Geographic:

State: Middle class people are the main customers of Keya super beauty soap.

Regions or cities: urban and sub-urban people.

Demographic:

Gender: There is no obligation, both female and male can use it, but mainly female.

Age: There is no age barrier because soap is an essential thing which is required for our

daily use by everyone. So, there is no specific age limit but mainly above 13 years

because this is when both the genders start becoming conscious about themselves.

Occupation & Income: Consumers purchase pattern largely depends on occupation and

income, which in turn reveals the socioeconomic class of the consumers. Keya is

targeting the lower middle class to upper middle class people.

Religion: Keya is a100% halal soap, so it also satisfies the need of Islamic minded

people.

Generation: Keya super beauty soap offers to young, energetic & beauty conscious

people.

Targeting:

Keya is basically targeting the urban and sub urban middle class people which are the largest part

of Bangladeshi population. They are targeting women, who are beauty conscious and they have

introduced lemon soap with deodorants features which both men and women can use. They are

introduced beauty ingredient in their soap. Those people who are conscious about their beauties,

they are buying this product. Their product is use only by the beauty conscious people in our

country.

Positioning:

Keya super beauty Soap Company made their advertisement by using models who are involve in

media in Bangladesh. For example Noble, Mow, Mim, Monalisa ,Tisha are the popular model in

our country, every people in our country know them. They are actors the advertisement of Keya

super beauty soap. Keya super beauty soap creates their advertisement based on young boys and

girls people in our country. They are attracted higher and middle class people by their

advertisement. Keya Company is using a word, which is “beauty”. When people think about

their beauties, they remind the name of Keya beauty soap. Keya beauty soap company follow the

“keep in touch” way of positioning on customer mind such as Ityadi is a popular television

program in Bangladesh. People from every class watch this program. This programs sponsored

by Keya Company when people watch this program, they can see Keya’s add and participation

on this program, such as gift hamper, reward to people who are self-sacrifice in his /her life.

These things are attracted to the people. Appling such a way this groups placing their position on

customers mind.

Segmentation, targeting & Positioning of Lifebuoy Soap

Child male female

Higher class

Middle class

Lower class

Segmentation:

Unilever launched a new soap which they named Lifebuoy. First they divide total market into

higher class, middle class and lower class people. They also had taken two factors Demographic

and Psychographic.

Demographic:

Gender: There is no limitation; both female and male can use it.

Age: There is no limit of age because soap is an essential thing which is needed for our

daily use by everyone.

Occupation & Income: Lifebuoy is dividing the people by their income and occupation.

Psychographic (Consumers Lifestyle):

Lifebuoy suits in lifestyle of young, energetic & health conscious.

Also people who look for freshness and purity.

People who definitely wants the best quality of products at an affordable price.

People who prefer 100% anti bacterial soap.

People who want complete protection.

Targeting:

Lifebuoy soap offers their health care product to the higher and middle class people in our

country. Specially those people who are works in uncomfortable place .Such as people in works

on manufacture plan, sports player and school students, they gets freshness and healthy life for

using lifebuoy soap . Lifebuoy are introduced health care ingredient in their soap. Their product

use only health conscious people in our country. Those people who are conscious about their

health care, they are buying this product.

Positioning:

Lifebuoy Soap Company made their advertisement using the actors who are play role of workers,

students, players, jobholders, and mother etc. Lifebuoy soap creates their advertisement based on

all types of people. Lifebuoy soap do lots of advertisement in media and other ways. Their

advertisement represent of all types of people position. All time lifebuoy soap is using a word

with their advertisement, which word is “Health care”. Every people are serious about their

health. When people think that they live a healthy life, they remain the name of lifebuoy soap.

Thus things are attracted to the customers. Such way lifebuoy soap came into customers mind.

They were taking position on customers mind.

Compare analysis of STP (Segmentation, targeting & Positioning):

Keya super beauty soap divides their total market into urban, sub-urban and rural people. Then

they are divided those people into three parts higher, middle and lower class. They focus on

middle class beauty conscious people. Other hand lifebuoy soap divides total market into higher,

middle, lower class. They focus on higher and middle class health conscious people. We can see

that area of lifebuoy soap is greater than Keya super beauty soap. Keya super beauty soap

targeted urban and sub-urban middle class people. Other hand lifebuoy soap targeted higher and

middle class all types of people. Lifebuoy soap target area is huge than Keya super beauty soap.

Keya super beauty Soap Company made their advertisement by using models who are involve in

media in Bangladesh. For example Noble, Mow, Mim, Monalisa ,Tisha are the popular model in

our country, every people in our country know them. But Lifebuoy Soap Company made their

advertisement using the actors who are play role of workers, students, players, jobholders, and

mother etc. Lifebuoy soap creates their advertisement based on all types of people. Lifebuoy

soap do lots of advertisement in media and other ways. Their advertisement represent of all types

of people position. Keya super beauty soap taken position on customers mind such a way of

advertising, endorsing program ittadi, keep in touch way and using word “beauty”. Lifebuoy

soap taken position on customers mind such a way of advertising. Positioning on customers mind

of Keya super beauty soap is better than lifebuoy soap.

Summary

Product: Product is a brand or name. It could be tangible something. Anything could be product

which can be satisfied customer need. Product has different features. It may have different

shapes it could be colorful or dim. Product includes few things. Sometimes a person could be a

product and a place can be a product like zoo and measure. Service is an intangible product-Bank

service. Hospital services etc. Tangible products are FMCG (Fast moving consumer goods)

Price: The amount of money charged for a product or service, or the sum of the values that

customers exchange for the benefits of having or using the product or service. Price is the only

element in the marketing mix that produces revenue; all other elements represent costs. Price is

also one of the most flexible marketing mix elements.

Distribution: Distribution is a very important thing for marketing mix. Product distribution (or

place) is one of the four elements of the marketing mix. Distribution is the process of making a

product or service available for use or consumption by a consumer or business user, using direct

means, or using indirect means with intermediaries.

Product strategies of Lifebuoy Soap

Level of Product Life buoy Soap:

Packaging: Packet of lifebuoy is very attractive. Lifebuoy use family picture on the upper left

side of the packet. The picture represent that family members are live a happy and healthy life by

using lifebuoy soap.

Design: Design of lifebuoy soap is quite good. Lifebuoy soap is square shape soap. On soap

surface they use their brand logo with in boundary which indicates health care. It has its own

logo; it is very similar to plus sign. Actually it indicates medical care sign. And important thing

is the name lifebuoy is itself is a logo.

Quality Level: Quality of lifebuoy is best others competitor. They use carbolic acid which gave

it red color and strong medical scent.

Brand Name: Lifebuoy is a brand of Unilever. Unilever is one of the leading companies in

Bangladesh. It has huge distribution all over the Bangladesh. It has also strong brand image in

rural area. It lunched as a carbolic red soap.

Product life cycle of Lifebuoy Soap:

Introduction:

Lunched Bangladesh as a health care soap.

Targeted Markets are Male female both including children.

Promoted by Football players and sometimes a person likes who work very hard.

Growth:

Growth rate of Lifebuoy soap was very fast.

Available in every parts of Bangladesh.

Distribution and supply channels are very strong.

Maturity:

Unilever’s Lifebuoy is now at mature stage. It is doing a very good business all over the country.

Product Classification: Classification is most important for consumer products lifebuoy soap is

convenience because we are buying frequently and immediately. Its price is low. It has many

purchase location. We can buy lifebuoy soap any soap. Almost every shop found in Lifebuoy

Soap

Pricing strategies of Lifebuoy soap

Unilever follow the psychological pricing strategy to set a price. Because of the people judge the

quality of any product by price. So, Unilever set a price 23 taka for 90g soap. But its cost is very

low than 23 taka. Other hand, Unilever also follows the premium pricing strategy. Lifebuoy is

high quality product and it price is high.

Distribution strategies of Lifebuoy Soap

Lifebuoy is one of the largest ‘Fast Moving Consumer Goods in Bangladesh’. It has a strong

distribution channel. It follows the Intensive distribution strategy. Reaching the product at

customer convince. We can get lifebuoy soap in everywhere. Price of the lifebuoy is reasonable

but using purposes are different though all types of customer have lifebuoy. Though it has strong

competitors like Dettol still it has many market shares around the country. People from rural area

cannot even think of buying anything without Lifebuoy.

Lifebuoy follows pull strategy on channeling and Marketing decision. They do lots of

advertising. More advertisement as result wholesalers and retailers are eagerly to stock lifebuoy

in their shop that is why it is available in every shop. Specially, young generations are ready to

buy Strong Brand product from anywhere.

Distribution channel of Lifebuoy Soap:

Product strategies of Keya Super beauty Soap

Level of Product of Keya Super beauty soap:

Packing: Keya did not use any kinds of human picture on their packet. But packet is simply

gorgeous. But few messages are on written packet like a 100% Halal soap and 100% vegetable

fat. After all it is beauty care soap.

Design: It is oval shape soap. It uses simple design on the soap. They use their logo on surface of

the soap.

Quality level: The quality of Keya super beauty soap is very standard. The use vegetable fat

made Keya beauty soap.

Brand Name: Keya Beauty Soap its sister unit Keya Cosmetics Ltd. It has a strong brand image

in urban area. Middle class people use Keya super beauty soap Keya is a well known brand

Manufacturers/products Agents/brokers Retailers

Consumers and

organizational end users

name. Most of the people are know this brand name. Keya using their brand name as a logo.

People are aware identify the brand.

Product life cycle of Keya Super beauty soap:

Introduction:

Lunched Bangladesh as a beauty care soap.

Targeted Markets are middle class female

Promoted by using models who are involve in media in Bangladesh

Growth:

Growth rate of Keya super beauty soap was very fast.

Available in every parts of Bangladesh.

Distribution and supply channels are very strong.

Maturity:

Keya had a mature stage before 4 years. It was doing a very good business all over the country.

Decline:

Keya is now at decline stage. Most of the people switch to new product. The people are not

interest to buy the soap.

Pricing strategies of Keya Super beauty soap

Keya also follow the psychological pricing strategy to set a price. Because of the people judge

the quality of any product by price. So, Keya set a price 20 taka for 90g soap. But its cost is very

low than 20 taka. Other hand, Keya also follows the penetration pricing strategy. Keya supper

beauty soap is high quality product and it price is low.

Distribution strategies of Keya Super beauty soap:

Keya distribution channel is very strong. For this reason they can rapidly growth and reach

everywhere in the country. It has a strong brand image in urban area also. Now Keya is in such

stage because of its distribution. People are getting Keya soap from near market. People need not

go to buy it from super shop like Agora, Mina Bazaar. Lower the price of the product represents

high quality. Keya price is not that much high but quality is good that is why it is accepted to all

types of customer. It follows the Intensive distribution strategy. Reaching the product at

customer convince. We can get Keya soap in everywhere. Keya follows pull strategy on

channeling and Marketing decision. Keya do lots of advertising and promotional activity for

increasing their sells.

Distribution channel of Keya Super beauty Soap:

Compare product-price-distribution strategies of two brands:

Lifebuoy soap and Keya soap both product strategies are strong. But lifebuoy product strategy is

better than Keya soap. Lifebuoy use family picture on the upper left side of the packet and that

picture represent that family members are use lifebuoy and they live a happy and healthy life.

Other hand Keya did not use any human picture but they written some message on the packet, y

that represent that it is beauty care soap. Lifebuoy use health care sign on the soap and Keya use

their logo on surface of the soap. Both product quality levels are good. Lifebuoy is a brand of

Unilever. Keya super beauty soap is a brand name of Keya cosmetic ltd. Lifebuoy launched their

product as a health care soap and Keya lunched as beauty care soap. Lifebuoy target all types of

customer and Keya target only middle class female customer. Lifebuoy Keya’s and growth rate

increased very fast. Lifebuoy is now at mature stage but Keya had a mature before four years. It

is now in decline stage. Unilever and Keya cosmetic both follow the psychological pricing

strategy. But Unilever follow the premium pricing strategy and Keya follow the penetration

pricing strategy. Lifebuoy set a price 23tk for 90g soap but Keya set a price 20 taka for 90g soap

Lifebuoy. Both are following intensive distribution strategy, pull strategy and distribution

channels are same.

Agents/brokers Retailers

Manufacturers/products

Consumers and

organizational end users

Promotion Strategy Of Lifebuoy Soap

Promotion is a kind of communication. It is something like beating own dram. There are many

products which quality is not very good but they are in a good position because they promote it

very well. Promotion is stronger than pricing. We can see the Unilever’s product lifebuoy Soap.

Unilever’s Lifebuoy promotion creates a great positive impact to our society that peoples are

crazy to buy Lifebuoy Soap.

There are five Promotion or Communication mixes-

Advertisement

Sales Promotion

Public Relation

Personal Selling

Direct Marketing

Among them lifebuoy goes to first three communication mixes-

1. Advertisement: Any paid form of promotion is advertisement. Lifebuoy do a lot of

advertisement. Lifebuoy invest lots of money for their advertisement. We can see

lifebuoy ads on many promotion sources like on Newspapers, Television and Magazines

etc.

2. Public Relation: Communication will be there but there is no money investment. Public

relation is used to promote product, company and organization etc. Unilever did public

relation to maintain a good relationship with consumers, electronic media as well as press

media. Unilever’s lifebuoy sponsored football matches.

3. Sales Promotion: If wholesaler buys lifebuoy soap quantity of 72 then they will get two

or three soap free.

Developing Effective Communication of Lifebuoy: I think Unilever follows the Models of

Hierarchy of effect to promote its product such as Lifebuoy-

1. Awareness: When Unilever promote lifebuoy soap they will make people aware of their

product that Lifebuoy is an anti bacterial Soap.

2. Knowledge: Lifebuoy soap builds knowledge to the customer that these are the

ingredient of lifebuoy. They use carbolic acid which gives it red color.

3. Liking: Unilever associate lifebuoy with health care.

4. Preference: Lifebuoy assure people that there are many products those are good but for

these reasons you should buy lifebuoy.

5. Purchase: Purchase lifebuoy soap depends on above models.

How Lifebuoy Soap Design their message on promotion

Designing the message is extremely critical. I think lifebuoy designed their message very well

and for good designing of the message Lifebuoy positioned their self to the consumer.

David Acre’s AIDA Model-

1. Gain Attention: On telecasting advertisement first 10 to 20 seconded should be

attractive. Lifebuoy gains people’s attention on very beginning.

2. Hold Interest: Lifebuoy holds interest to the people. If we see the telecasting

advertisement of Lifebuoy we can see they show a family is happy because they are free

from germ by using Lifebuoy Soap.

3. Arouse Desire: To get product desire should arouse. Consumer desire to get Lifebuoy

soap to be safe from germ or bacteria.

Message Content

1. Rational Appeals: Lifebuoy tells all the logical things like the quality of soap is good. It

is an anti bacterial soap.

2. Moral Appeal: We can see some morality on lifebuoy add. Like Doctors are advising to

use soap like lifebuoy to safe from bacteria.

Promotion Strategy Of Keya Super Beauty Soap

Once upon a time Keya Super Beauty Soap was very popular but for some reason Keya’s

popularity has declined. I think there promotion strategy was not so good and strong as lifebuoy

soap. There are many reasons for declining situation of Keya beauty soap. I think they did not

designed their message very well as lifebuoy did. We can see very rare advertisement on

television of Keya super beauty soap.

Among five communication mixes I think Keya gone to only three mixes-

1. Advertisement: At the beginning Keya did a lot of advertisement on Television, News

paper and also magazine, but now they do not do much advertisement.

2. Public Relation: Keya also did public relation to build a good relationship with

consumers and media. They sponsored some reality show like ‘Ittadi’. Ittadi is extremely

popular show in Bangladesh. I think it was a very good idea of Keya to sponsor such a

popular show to promote their product.

3. Sales Promotion: If wholesaler buys Keya super beauty soap quantity of 72 than they

will get 12 pieces of Keya super beauty soap free. Keya is doing this because of its

decline position.

Developing Effective Communication of Keya Super Beauty Soap: I think Keya cosmetic

Ltd. does not follow the hierarchy of effects model to promote Keya Super Beauty Soap. They

follow only few models-

1. Awareness: By seeing Keya super beauty soap, people aware of this product that it is the

beauty care soap.

2. Knowledge: By seeing telecasting advertisement people will get to know what types of

beauty ingredient Keya use on its soap.

3. Liking: Keya use television celebrity to increase liking.

How Keya Super Beauty Soap Design their message on promotion

As we know designing the message is a very difficult job. In spite of difficult Keya did not

successfully designed their message-

1. Gain Attention: Keya did not gain attention of all beauty care women. Keya has a strong

competitor like Lux.

2. Hold Interest: We can see on the telecasting advertisement that a girl is bathing by Keya

super beauty soap after finishing bath, girl look simple beautiful. I think for these Keya

hold the interest of the people.

3. Arouse Desire: Television celebrities are using Keya super Beauty Soap by seeing this

consumer desires arouse.

Message Content

1. Rational Appeal: Keya tells it consumer all the logical things that quality of soap is

good, they let people know about their beauty ingredients.

2. Moral Appeal: We can see there is no morality in the advertisement of Keya Super

beauty Soap.