IMC
CAMPAIGN OF LIFEBUOY SOAP:
Lifebuoy is a brand of soap marketed Unilever .
Lifebuoy is 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. The soaps are available in
different types-lifebuoy care, lifebuoy total, lifebuoy lemon fresh etc.
IMC
tools used:
Advertising:
Lifebuoy usually interacts with mass communication medium to broadcast the
product to the customers. Advertising such as television,radio,all types of
print medias and social media marketing to reach out to their customers. They spend 9% of their sales revenue in the advertising
campaign.
Interactive marketing:
They have an organized website with full of information about their
products.They have also an officacal page in every social medias and sites such
as facebook,twitter,youtube etc.
Direct marketing:
Lifebuoy soap was applied the face to
face marketing in their direct marketing.The products are consumed by
retailers sell products for clients.
Sales promotion:To
encourage short term sales for the lifebuoy soap through detailed
periods,eventually growing general income.There some tools that lifebuoy was
applied like sample,price pack,premiums.
Public relations:To
the side from advertise apply to public relations can be improve Lifebuoy’s
image in the middle of the local public,general public,government public and
media public.Lifebuoy soap is recommended in some events such as television
programs and community health care.
Personal selling:
Lifebuoy does not focus on personal selling because their others IMC tools are
strong enough to increase their sales.
Customer
profile:
Geographic
|
Demographic
|
Psychographic/
Behavioral
|
Area: urban/sub
urban/ rural
Nowadays people
bigin caring about their standard living particularly focusing on hygiene.
|
Age:suitable for
all ages because it is designed by some exparts and using the special
formula,safe for skin,not irritation and effects after using.
Gender: male and
female both
Income (monthly/family):the
product price is 23 taka only so it is affordable for people with different incomes.
Occupation: targeted
for business women who want the best things for their family and athletes.
|
Attitude( towards
the product category and brand): positive
Benefit:100% better germ protection,
cleansing
and skin care
Lifestyle: achievers
who care about health care and cleaning favorite. Moreover, suitable for people
who like sport
Volume: (monthly
product usage frequency):medium
Perception:
health care soap
Occaisions:regular
occasion
Personality:careful,punctilious,clean
favorite
|
Conditioning
Development strategy:
1.
Behavorial Learning Theory:
a)
Classical Conditioning: In their advertisement they focus on
this statement “100% better germ protection”
so that when customers listen it about Lifebuoy soap, their subconscious mind
will knock that statement and they believe this product washes out all germs.
b)
Operant Conditioning: In their advertisement they focus
on the extra benefits of the product so that people can know more information
about the product.Such as Safety, Skin friendly.Available in different flavors,
Affordable price,No side effect.
2.
Cognitive Learning Theory: Lifebuoy soap kills all
the germs and continuously usage gives a healthy life. So they provide the
awards received from famous organizations like RSPH’s award so that people
believe it.
Type
of ad agency: They use full service ad agency for
making their ad such as Adcom Ltd.
Semiotics:
v Background
music will be funny but it creates awareness to the customers.
v Location
will be home and school.
v Model:
famous celebrity like Cricketer Sakib al hasan.
v Colorful
environment.
Tagline:
“World’s
#1 germ protection soap”
Sologan:
There
are many sologans like-
·
100% better germ protection
·
10 problems jerms,1 protection
·
Protidin 5 bar Lifebuoy
Recommendations:
Lifebuoy soap is a health care soap and we all
believe it because they have good quality no doubt. According to my view point company
can increase the market share by increasing the product range and variations.
References:
https://www.academia.edu/7645042/MARKETING_PLAN_REPORT_2012_LIFEBOUY_SOAP-GROUP_13-TEAM_06_lecture_Anh_Thu_LIFEBOUY_SOAP-GROUP_13-TEAM_06_lecture_Anh_Thu
