New Lifebuoy Soap Ad Analysis

Presented by,
Sushil Neupane
Amit Pathak
Niranjan Khanal

About the Product : Lifebuoy Soap

Brand ofsoapmarketed byUnilever.
One of the oldest brand of HUL & positioned as health & hygiene
soap.
Introduced in 1895 as a disinfectant soap especially when the
country was severely affected by diseases like typhoid plague &
yellow fever
Only soap brand to cross 100,000 tones of sales in a single year.
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.

Product Line of Lifebuoy

Lifebuoy
Lifebuoy
Lifebuoy
Lifebuoy
Lifebuoy
Lifebuoy

Total Protect
Mildcare
Naturepure
Activfresh
Vitalprotect
Moistureplus

IMC Tools
Advertisement
Interacts with mass communication medium to broadcast the product to the
customer.
Advertising such as television, radio and all types of print medias and social media
marketing to reach out to their customers.

Interactive Marketing
Organized website with full of information about their products.
Official page in every social medias and sites such as Facebook, twitter, YouTube
etc.

Public Relations
Recommended in some events such as television programs and community health
care.
Organize various campaigns.

Outlook of the Ad in the Newspaper

Lifebuoys Video Ad

Analysis

Insight
Kids dont care about health and
cleanliness.
They eats food without washing their
hands.
Having Food without washing hand
contains germs which contaminate
foods.
It can result to various diseases like
Diarrhea, Dysentery, Flu etc.

About the Ad:

Focused on health concerns of the kids.
Aims to make a difference by creating accessible
hygiene products (soap) and promoting healthy hygiene
habits.
Aims to change the handwashing behavior.
Focused on protecting from 10 germ infection.
Approved by RSPH (Royal Society of Public Health)

Segmentation
Segmentation

Description

Demographic

Age below 12
Both Male and Female

Behavioral

Regular User

Psychographic

Social Class
Middle & Lower class

Target
Mothers with Active kids

Positioning Statement
Aspect

Communication

To

The mothers of Nepal who is health

and cleanliness conscious for their
kids.

Our Brand is the

Germ fighting Soap

That

Keep safe kids from 10 germ infection

and strong germs too

because

It is approved by RSPH (Royal Society

of Public Health)

Pros

Proper association with the customers emotions since

diarrhea and pneumonia are major problem in our country

Focus on child health care

Consistent with global campaign

Design match with the product

Use of Nepali language so that information is reached to

target customers

Cons

Lack of awareness about RSPH among the consumers.

No association with regional health institutions

4 different products shown with single message of hand

washing

Hand washing technique is not mentioned

Only focus on diarrhea

Message Structure
Order of Presentation
Two Strong argument is considered in the ad.
Beginning of the Ad Protection against 10 infection germs causing
disease
End of the Ad first brand to be approved by RSPH, London

Conclusion Drawing
High reinforcement of the points made in the ad. (Germs protection,
RSPH)

Message Sideness
One Sided Messege (Good Points)

More Verbal Message & less visual Message.

Reason to believe in the ad

Brand awareness
First brand to receive the Royal Society for Public
Healths (RSPH) newest accreditation status for
campaigns.
Special focus on the social cause
Current situation of child health issue is mentioned
Specific mentions of numbers of preventable
infections( i.e. 10)

Keep Calm
&
Stay Healthy
Thank You