Lifebuoy: Customer and Market Analysis
Customer and Market Analysis
Mark 5800
Individual Background Report
Lifebuoy
Student Name: Pengyu Hao
Student Number: z3254977
Table of Content
Chapter 1. Introduction 3
Chapter 2 – The Consumer Behavior Audit of Lifebuoy 4 2.1 Market segment 4 2.2 Product positioning 4 2.3 Pricing 4 2.4 Distribution strategy 5 2.5 Promotion strategy 5 2.6 Product 6 2.7 Customer satisfaction and commitment 6
Chapter 3 – Conclusion 6
Chapter 4 – Reference 7
Chapter 1. Introduction
Lifebuoy is one of the oldest personal care brands of Unilever, which provide affordable health solution to the personal hygiene problem crossing the whole world. The first Lifebuoy product was launched as an affordable disinfectant soap in UK in 1894 and then the product spread across the world, such as USA, India and Brazil markets. Lifebuoy launched at Australia in 1899 as a coral coloured soap. (Lifebuoy, 2010)
Up to 100+ years history reputational brand of Lifebuoy saves million of lives. In 2003, diarrhea caused up to 2.2 million people’s death every year and killed 600,000 children in India. Accordingly from the brand name, Lifebuoy kept the promise and committee to protect heath though world largest private education of Lifebuoy sponsored Health Education program. In 2008, Lifebuoy launched the first Global Handingwashing Day with United Nations and other partners. This significant day raised global recognition of how important of handwashing to prevent diseases.
In today modern time, Lifebuoy is leading the market of Asia and Africa, which the product has been proven in labs that kept the promise with killing 99.9% germs in 10 seconds. As this leading role, Lifebuoy was rewarded as “Citizen Brand” in Indonesia in 2005 for the outstanding contribution of hand wash education.
This report introduces a marketing situation of Lifebuoy in Australia, which discussed in seven different perspectives of the consumer behavior audit of market segmentation,
Mark 5800
Individual Background Report
Lifebuoy
Student Name: Pengyu Hao
Student Number: z3254977
Table of Content
Chapter 1. Introduction 3
Chapter 2 – The Consumer Behavior Audit of Lifebuoy 4 2.1 Market segment 4 2.2 Product positioning 4 2.3 Pricing 4 2.4 Distribution strategy 5 2.5 Promotion strategy 5 2.6 Product 6 2.7 Customer satisfaction and commitment 6
Chapter 3 – Conclusion 6
Chapter 4 – Reference 7
Chapter 1. Introduction
Lifebuoy is one of the oldest personal care brands of Unilever, which provide affordable health solution to the personal hygiene problem crossing the whole world. The first Lifebuoy product was launched as an affordable disinfectant soap in UK in 1894 and then the product spread across the world, such as USA, India and Brazil markets. Lifebuoy launched at Australia in 1899 as a coral coloured soap. (Lifebuoy, 2010)
Up to 100+ years history reputational brand of Lifebuoy saves million of lives. In 2003, diarrhea caused up to 2.2 million people’s death every year and killed 600,000 children in India. Accordingly from the brand name, Lifebuoy kept the promise and committee to protect heath though world largest private education of Lifebuoy sponsored Health Education program. In 2008, Lifebuoy launched the first Global Handingwashing Day with United Nations and other partners. This significant day raised global recognition of how important of handwashing to prevent diseases.
In today modern time, Lifebuoy is leading the market of Asia and Africa, which the product has been proven in labs that kept the promise with killing 99.9% germs in 10 seconds. As this leading role, Lifebuoy was rewarded as “Citizen Brand” in Indonesia in 2005 for the outstanding contribution of hand wash education.
This report introduces a marketing situation of Lifebuoy in Australia, which discussed in seven different perspectives of the consumer behavior audit of market segmentation,