IMC CAMPAIGN OF LIFEBUOY SOAP

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:

·         http://www.lifebuoy.com/lifebuoy-products/

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