new lifebuoy soap ad analysis
DESCRIPTION
Lifebuoy Print Ad Analysis,TRANSCRIPT
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New Lifebuoy Soap Ad AnalysisPresented by,
Sushil Neupane
Amit Pathak
Niranjan Khanal
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About the Product : Lifebuoy Soap• Brand of soap marketed by Unilever.• 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.
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Product Line of Lifebuoy• Lifebuoy Total Protect• Lifebuoy Mildcare• Lifebuoy Naturepure• Lifebuoy Activfresh• Lifebuoy Vitalprotect• Lifebuoy Moistureplus
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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.
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Outlook of the Ad in the Newspaper
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Lifebuoys Video Ad
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Analysis
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Insight
• Kids don’t 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.
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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)
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SegmentationSegmentation Description
Demographic • Age below 12• Both Male and Female
Behavioral • Regular User
Psychographic Social Class• Middle & Lower class
Target• Mothers with Active kids
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Positioning StatementAspect 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)
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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
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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.
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Reason to believe in the ad• Brand awareness• First brand to receive the Royal Society for Public Health’s (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)
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Keep Calm&
Stay Healthy
Thank You