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ASSIGNMENT - 1

Based on Analyzing the message strategies in the advertisements Nitin Handa, RSE151A54, 4050070147 Diploma(Engg)-B.Tech CSE Submitted to: Mandakini Paruthi Management Department, Lovely Professional University

LIFEBUOY Little Gandhi Advertisement


Introduction

Lifebuoy, the worlds largest selling soap brand, came into existence in 1895, and was launched in India in 1935. It has been an essential part of the daily Indian bathing experience for millions across the nation. Lifebuoy, thetandurusti soap is marketed by HLL. Hindustan Lever Limited is Indias largest FMCG (Fast Moving Consumer Goods) company with brands spread across 20 different consumer categories, 40,000 employees, inclusive of about 1,425 managers. Little Gandhi 60 Seconds

The shot is on a boy who wakes up and the voiceover says Kabhi kabhi sirf ek insaan," Getting up he takes hold of a broom. Voiceover continues: "ek soch, ek irada, duniya badal sakta hai. Fully equipped he looks around the dirty street and starts cleaning garbage and is soon joined by a friend. The proud mom reassures her maid koi darr nahin. Soon many more boys join him and they all together clean up the street and then enjoy a Lifebuoy bath. The voiceover says that only those can change the world who dont have to worry about their own self. Lifebuoy gives 100 percent germ protection and the ad ends with the boys going to school saying koi darr nahin. Marketing Strategy Lifebuoy has always been marketed as a tough cleaning soap for a tough man. (Of course, the 2002 re-launch targeted Lifebuoy as a soap that brought good health to the entire family). Lifebuoy has been seen as a value for-money product, a soap that is long-lasting. In a very smart TV ad campaign, children are shown cleaning a street. The message put across is that since these children are secure from ailments that are caused by a lack of proper sanitation and hygiene, thanks to the fact that they use Lifebuoy, they are in a position to ensure cleanliness and hygiene for the entire community. Thus, Lifebuoy not only ensures good health and cleanliness for individuals, but healthy and productive communities as well. Big Idea A boy sees the mess all over the place near his residence and decides to take a step to clean it up just the way Gandhiji took a step forward. All the children in the building join him to do the same. The family members are not afraid since they use Lifebuoy. The world can change by those who have no fear of falling sick, since they use Lifebuoy bath soap. Lifebuoy gives 100 percent germ protection and the ad ends with the boys going to school saying koi darr nahin.

Strategic approach Product Lifebuoy soap Available in all 4 variants which are given as under. Lifebuoy Total Lifebuoy Nature Lifebuoy Care Lifebuoy Active fresh

Target Market Mass marketing Lifebuoy products vision is to provide a healthy living to one and all. So their target is not only a section of people but a mass be it rural areas or urban areas. Their products such as lifebuoy total, lifebuoy active, lifebuoy hand wash etc are targeted to the entire mass. Segment market Lifebuoy divided the market into segments to cater the needs of different people indifferent segments. For example they have lifebuoy active green for those who want germ free protection through herbs and not chemicals. Then they have lifebuoy shower gel targeted to people who want style and not just a soap. For teenagers they have lifebuoy skin care, deo fresh etc
complete protection from all germs/ bacteria and cleanliness from dirt. Message Element The Tagline of the Lifebuoy are Healthy hoga Hindustan; Lifebuoy hai jaha tandurusti hai waha. The given advertisement gives message that if you wash with Lifebuoy soap then there is no fear koi darr

nahin
Rationale

Lifebuoy soap improving health & hygiene for over 100 years in Indian and all over world. Approx 70% customers have positive and 30% customers have negative attitude in support of preference of Lifebuoy soap and the other products of Lifebuoy. Inside-Out Approach Part I: Business Problem Statement 1. Key Facts Invisible germs are everywhere Germs cause diseases common to rural families, including painful stomach, eye infections, and skin infections.

Lifebuoy soap with Active-B can protect you from germs. Wash your hands with Lifebuoy soap to prevent infection.

2. The marketing problem that advertising can solve: Generate awareness and highlight unique attributes of the product to increase sale of the product and motivate our target market by telling them fact and making them realize the importance of using the Lifebuoy soap. Part II: Creative Strategy Statement 1. What is the product or service? a. In reality? A brand that keeps protect from germs. b. As perceived has always stood for health and hygiene, delivered through germ protection. The ruby red colour soap, with its distinct odour, has carried the Lifebuoy message of health across the length and breadth of the country 2. Who are the prospects? GEOGRAPHICS Climate: all 4 seasons Population: Rural mostly but cater urban as well DEMOGRAPHICS Age: no specific age limit, all age group can buy this soap for hygiene purpose. Gender: Male and female both Income: 7000 and above Religion: all Nationality: all PSYCHOGRAPHICS It means segmenting a market into different groups based on social class, lifestyle or personality characteristics. Lifebuoy soap is being segmented on the basis of Social Class (middle-lower, upper lowers, middle class and upper class). It caters to different classes with different sizes of it. 3. Who is the principle competition? Competitor brands offering similar levels of protection. Dettol and Lifebuoy are very strong rival brands, holding huge market in antibacterial soap segments Both brands are very old as well as well known in worldwide market & already taken brand position in Indian market. However, both are competing strongly and aggressively in market. 4. The target market incentive statement:

Lifebuoy's goal is to provide affordable and accessible hygiene and health solutions that enable people to lead a life without fear of hygiene anxieties and health consequences. So it has Tagline: Healthy hoga Hindustan; Lifebuoy hai jaha tandurusti hai waha 5. What should be the tone of the advertising? Awareness generating. Appeal As far as my opinion is concerned, in Lifebuoy ads Fear Appeal are being used in which it is showed that if you are not going to use Lifebuoy soap than your body can get infected with number of germs. In this way the Target Market of Lifebuoy i.e. Women feel fear; if they dont use Lifebuoy soap then members in their families could face diseases. Message Format Factual Message Lifebuoy soap has used the message, protects effectively against germs. Lifebuoy uses this message as Straight Sell.

Scientific/Technical Evidence

Comparison If you will analyze carefully in Lifebuoy TV ad, they are showing liquid same of Dettol. Just only one difference that it has not been use rival (Dettol) brand name. But, if you will see that antiseptic liquid, quickly Dettol will be come in your mind.

Demonstration Lifebuoy uses Before-After theme for demonstration. Consider ad in which doctor show germs on hand in UV light. After washing hand with the Lifebuoy soap the germs are removed from the hand.

Problem Solution/Avoidance From being a 'problem-solution' brand, Lifebuoy with its current communication pitches itself as a 'no-problem' brand. The Lifebuoy No fear ad proves this. The insight 'Koi Dar Nahi' came about from the understanding that a well protected family has no reason to fear anything. Lifebuoy promises protection. So, by that logic, if a family is well protected, there is no cause for fear. Mothers are especially confident as children's hygiene is no longer an issue. Thus, from being a 'problem-solution' brand, Lifebuoy is now a 'no-problem' brand. So children can go about changing the world in their little ways with no fear. Spokespersons/Endorsers Lifebuoy advertisement featuring Waseem Akram uses peripheral route of persuasion. Lifebuoy targets children & housewives, and Waseem Akram is very popular among them. Housewives believe on the credibility of the communicator which is Waseem Akram and do believe what he is saying. He says in the ad that Lifebuoy Soap cleans your hands in one wash so keep you safe against five diseases where as other soaps cant so that. Lifebuoy soap has used a celebrity endorser in the ad to persuade the consumers to make them buy. Message Tone The message tone of the Lifebuoy ads is Fearful in which it is showed that if you are not going to use Lifebuoy soap than your body can get infected with number of germs. In this way the Target Market of Lifebuoy i.e. Women feel fear; if they dont use Lifebuoy soap then members in their families could face diseases. It also uses Awareness tone. For example The Lifebuoy Swasthya Chetana programme has reached more than 120 million people since it began, raising awareness of the importance of handwashing , and touches the lives of 70 million people in 18,000 villages. Message Format Lifebuoy uses verbal method to deliver message. Consider a ad in which Doctor suggested to wash hands with Lifebuoy in order to protection form germs.

Logo

Parent Company Category

HUL Personal Care Soap

Sector Tagline/ Slogan

FMCG Healthy hoga Hindustan; Lifebuoy hai jaha tandurusti hai waha STP

Segment

Personal Care Soap, Hand Sanitizer, Hand Wash All households, to provide a 100% anti-bacterial soap for complete protection Lifebuoy's goal is to provide affordable and accessible hygiene and health solutions Lifebuoy provides 100% better protection from germs as compared to ordinary soaps SWOT Analysis

Target Group

Positioning

USP

First soap to use carbolic acid, which gave it a red color and strong, medicinal scent Wide portfolio for the Lifebuoy brand ranging which includes Soap, Hand Sanitizer and Hand Wash High consumer awareness for the brand of Lifebuoy Most popular soap brand specially in the rural market Excellent brand visibility and extensive distribution Strength Cost advantage High R&D Innovation Loyal customers Supply chain

Weakness

Lower market penetration in urban areas as compared to rural areas Initially positioned as a masculine soap, which was eventually turned as a family soap.

Not been perceived as a beauty soap, and is mainly used just for hand washing. Not innovative Not diversified

The Lifebuoy Swasthya Chetana programme uses adirect consumer contact methodology, and touches the lives of 70 million people in 18,000 villages Imparting education about importance of hand washing to prevent spread of germs Used global epidemics like swine flu to further promote products for better hygiene and protection Opportunity Emerging markets and expansion abroad Innovation

Competitor brands offering similar levels of protection Considered to be a low-end product, and may find it difficult to move up in the segment Threats Competition Maturing categories, products, or services

Competitors

1. Dettol 2. Savalon

References
http://www.lowelintas.in/our-work/lifebuoy-little-gandhi/ http://www.slideshare.net/huzefa007/brandstory-lifebuoy http://www.scribd.com/doc/8604822/Advertising-Styles http://www.google.com ADVERTISING AND PROMOTIONS AN IMC PERSPECTIVE Kruti Shah, Alen D

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