Posiioning of Lifebouy as Beautisoap

MARKET REPOSITIONING
MARKET SEGMENTATION

The segmentation of the soap market can be done on the basis of three price ranges – Economy, Popular and Premium. The price differential between the premium and economy segments is about 2X. The popular and economy segments accounts for about 4/5ths of the entire market for soaps.

GEOGRAPHIC SEGMENTATION
 World region: Asia
 Country: India, Pakistan
 Cities: All cities of India& Pakistan
 Target Area: Urban, Semi Urban, Rural.
DEMOGRAPHIC SEGMENTATION

 Age: 16-35+
 Gender: Female
 Income: Rs.5,000+
 Target Area : Lower income group

BEHAVIOURAL SEGMENTATION
Benefits: Total protection antiseptic soap.
User status: Regular user

PSYCHOGRAPHIC SEGMENTATION
Social class: Middle & Lower class.
Lifestyle: Outdoor- Oriented, Sports-Orie
TARGET MARKET

After developing possible basis of segmentation, the company now has to evaluate the various segments and decide how many and which one to target. Unilever evaluates different segments for Lifebuoy on the basis of potential and growth of different segments.

It was first targeted for all family members but now they repositioned it self as beauty soap so their targeted market is changed from kids and house hold to women. We targeted all ages of women but focus more on the age 16 to 35.

TARGET AUDIENCE:

Lifebuoy target middle class women of the age of 16 to 35,

POSITIONING STATEMENT

Positioning involves designing the product and image that will occupy a distinctive place in the minds of the target market. The marketers at Lifebuoy have decided to create its own unique image and then strengthen the position in the customers’ minds. They have done this by taking a number of following steps:

1. They change its packaging design and also change the design of bar. They make the bar as the signature style of Lifebuoy.
2. The brand has been positioned as for House hold women and teenagers girls.

POSITIONING STRATEGY (MORE FOR LESS)

Lifebuoy aims to provide affordable and accessible hygiene solutions that enable people to lead a life free from hygiene related worries, everywhere, regardless of the boundaries of nationality, religion and socio-economic status.
Lifebuoy soap is a very old brand of soap in Pakistan. Lifebuoy is an anti-bacterial soap and in the beginning it positioned itself on its antibacterial qualities, lifebuoy gained a number of customers with the positioning, but now lifebuoy change its positioning as bueaty soap for this purpose lifebuoy focus on target market audience, its pricing strategy and its slogan.

SLOGAN

Slogan of life buoy has change for beauty soap

“BEAUTY WITH GERMS PROTECTION”

lifebuoy use the same positioning strategy it use for the antibacterial soap that is more for less, its mean they provide more features, more quality at affordable price.