The most preferred brand was Lux and second preferred brand was Safeguard.

Consumers were influenced by the appeal and personality used in the specific brand advertisements.
SAFEGUARD
Safeguard is a leading antibacterial soap that provides superior longer lasting germ protection for the entire family. Launched in Pakistan in 1995 by Procter & Gamble (P&G), Safeguard has set new standards for defining "health & hygiene" in Pakistan. Being the Doctors No. 1 Choice, it is recommended by health experts across Pakistan. Safeguard's vision is to build a healthier Pakistan by working at a grass root level with the medical community to empower and enable masses to adopt healthy hygienic practices. Safeguard helps you protect your familys health and enable you to live life to the fullest, by guarding your family against germs which are found everywhere, even on apparently clean surfaces. Safeguard is the result of many years of extensive research, which ensures that all ingredients used are of the highest quality and safety for the consumer. Safeguard bar soap is very effective at removing skin micro-organisms and at preventing re-growth of gram-positive germs for much longer than normal skin cleansing products. It helps to protect your family against those bacteria you often come in contact with and that can build up on your skin. Safeguard provides excellent cleaning and long lasting protection for the entire family.

SAFEGUARD FACTS
The largest selling antibacterial soap in the world. Safeguard is endorsed by more health and hygiene agencies globally than any other soap. Safeguard can wash away both gram positive and gram negative bacteria (in addition, it provides long lasting residual activity against gram positive bacteria). Safeguard improves hygiene leading to better health (proven with clinical studies). Safeguard is a safe and effective personal hygiene product. Safeguard has sponsored several public health programs which have educated millions of Pakistanis on the importance of good hygiene for better health.

Safeguard Safety Data

Safeguard contains Triclocarban, a safe and effective antibacterial agent which is widely used around the world. This forms an effective tool in the fight against germs. The advantage of Triclocarban over other antibacterial agents found in other soaps on the market (such as Triclosan) is its long lasting activity against bacteria that normally colonize the skin. Triclocarban is effective against many micro-organisms including the following:

Staphylococcus aureus, Staphylococcus epidemidis (Found on skin, can cause skin infections [impetigo, boils, etc], meningitis, seen in hospital-acquired infections) Micrococcus varians, Corynebacterium diphtheriae, Corynebacterium minutissimum (Upper respiratory and skin infections) Lipophilic diphtheroid (Body Odor) Streptococcus (Strep throat)

In real world conditions, Safeguard with Triclocarban is superior to Triclosan (TCS) antibacterial soaps. Therefore, the consumer gets more benefits from Safeguard with Triclocarban.

Brand personality: By this stage of brand as personality, differentiation among brands on rational/functional attributes becomes exceedingly difficult as many producers make the same claim. Therefore, marketers begin to give their brands personalities. An example is Safeguard soap. By creating the personality of the caring mothers, the marketer injects emotion into the consumers learning and valuing process. Doing so brings the brand closer to the consumer through an emotional bond as mothers who want to perceive as caring, use Safeguard soap.

Fact: Wet Ones Antibacterial Hand Wipes actually clean up grubby and sticky hands. So when soap and water aren't handy, grab Wet Ones Wipes to kill 99.99% of bacteria, wipe away grime, and get nice soft hands. Thanks to their Aloe formula, they won't dry or irritate your skin like hand sanitizers can. And, they're hypoallergenic. In Fresh Scent or Citrus, Wet Ones hand wipes smell great too.

Abstract OF AJIC JOURNAL

The antimicrobial effectiveness of four hand-wash products for health care personnel included three liquid soaps that contained 4% chlorhexidine gluconate, 1% triclosan, or no antiseptic ingredient, respectively, and a 30% w/w ethyl alcoholimpregnated hand wipe. These products were evaluated for reduction in bacterial counts on hands after extended use of 15 handwashes per day for 5 consecutive days. The order of greatest to least log reduction among products at the end of the 5-day test period was chlorhexidine gluconate (2.01), triclosan (1.52), alcohol wipe (0.04), and control soap (0.03). Skin condition before and after handwash was assessed for each treatment group. Subjects reported less skin irritation with alcohol wipes than with the two antiseptic products. Repeated washing with alcohol wipes results in reductions in bacterial colony counts comparable with nonmedicated soap, sufficient to prevent transmission of pathogens by the hands in most situations that arise in nonacute health care settings. This evidence, in addition to increased user acceptability reported by the subjects who used alcohol wipes, suggests that alcohol wipes are an acceptable alternative to soap-and-water handwashing in nonacute health care settings.
http://www.ajicjournal.org/article/0196-6553(90)90084-6/abstract

high but when we talk about the demand of the Safeguard soap the demand is growing in the antibacterial category. The market share of Safeguard soap is more than 15 % in Pakistan out of the Rs 21 billion soap market. peting Safeguard (P & G); Dettol (Reckitt Benckiser) and lifebuoy (Unilever) extremely variable in the political conditions of Pakistan. Constant political instability does affect the company in terms of building new relations with new governments all the time. careful in the implementation of its promotional campaigns, since the social cultural environment of Pakistan is very conservative and any suggestive advertisements usually face a lot of negative reactions on the part of the consumer. technological advancements have had no significant effect on the product and the company.

TARGET STRATEGYIn the mind of the consumer, antibacterial soap should have the following:A product whose core function is to clean skin, making it softer and smoother, while leaving a feeling of freshness behind. Good perfume and foam combine to deliver this freshness experience.The key functional benefit is that it removes dirt, oiliness and other impurities from skin.Germs are not top-of-mind for the average consumer, but are a function of Dirt and disease. Research led us to know that consumers are largely unaware of the diverse nature of jaraseem. They just know that Germs (jaraseem) are the bad guys. They dont know that there are different types of germs.Different antibacterial competitors are trying to own a higher ground by building on already present germ-kill equity. Like

MARKET DEMOGRAPHICS (GEOGRAPHIC, DEMOGRAPHICS, BEHAVIORAL FACTORS)

The target markets analysis of Safeguard soap is:GEOGRAPHIC LOCATION Include almost all Urban; suburban; small town; and some rural areas of Pakistan DEMOGRAPHICS Gender Male; female Age 18years to 45 years

 Kids Age range 5-14 years SOCIOECONOMIC STATUS Mainly targeting middle class and upper middle class in urban and sub-urban areas primarily cities and surrounding areas. Rural market penetration is limited and is primarily driven through indirect channels (e.g. Wholesale) PSYCHOGRAPHICS Young housewives and mothers who care about the health and well being of her family. And educating children about health and hygiene.

Positioning Against Competitor

Safeguard is positioned as a premium brand which focuses on children. The children are the focal point for Safeguard soap educating them about health and hygiene through the famous commander safeguard series and many other promotional campaigns. Children are their ultimate focus as compared to the Dettol soap and lifebuoy, the former focuses on mothers in the family and later on children.

References: http://www.how-to-branding.com/Best-BrandingBooks.html http://www.how-to-branding.com/Logo-DesignTheory.html http://www.marketing-made-simple.com/articles/brandbuilding.htm#axzz1gbCI1RiK http://www.marketing-madesimple.com/articles/promotionalstrategy.htm#axzz1gbDLEjib http://www.google.com.pk/search http://www.amazon.com/Safeguard-Antibacterial-LiquidHand-Soap/dp/B003E0JXM4 http://www.pg.com/en_US/index.shtml http://www.pg.com/en_PK/news/pg_ioc_partnership.shtml http://www.docstoc.com http://www.pg.com/en_US/terms_conditions/index.shtml http://www.safeguard.com.pk/Letters-ArtPosters.asp

Positioning In Relation To Product Attribute:

the primary positioning vis a vis product attribute is that Safeguard Soap has the essence of Triclosan Solution , the no. 1 antiseptic brand in the world trusted by families everywhere for over a century which its competitors do not posses. Hence, it is considered a premium brand in the anti-bacterial segment.

Positioning by price and quality

As Safeguard is a premium brand, it is priced at a premium to its competitors (Dettol and Lifebuoy). Being premium means there will be no compromise in quality as the link between price and quality exists and customer is always willing to pay more for perceived quality which in the case of Safeguard soap, he/she does!

AGENCY SELECTIONAlmost 135 Advertising agencies exist in market but P&G has selected IAL Saatchi & Saatchi Advertising Company because of their outstanding work in Pakistani market. BUDGETSafeguard soap is a Rs 2 billion brand annually and so the marketing budget allocated to it approx 25 % of total Net revenue, much resources have been allocated to Safeguard

soap marketing efforts, one top example is commander safeguard series. Commander SafeguardCommander Safeguard, the first animated superhero of Pakistan and the mascot of P&Gs brand Safeguard. Developed by Post Amazers, the largest animation house in Pakistan and the first with a truly global clientele, the hit series started a semi-revolution amongst Pakistani kids who just could not get enough of it.The character is popular in Pakistan and in Mexico, where it is known as Capitan Escudo.Beyond selling a product, the show's mission is to promote health and hygiene among children.Till now, 7 episodes (excluding two Independence Day special episodes) of 15 to 20 minutes have been aired on many Pakistani TV channels. Its one of the most popular local TV shows for children in Pakistan.

http://www.wisegeek.com/what-are-antibacterialwipes.htm http://www.antibacterialwipes.org/ http://www.pgpro.com/Default.aspx?tabid=101&product=2 20 http://www.utilitysafeguard.com/hand-sanitizer/ www.scribd.com/doc/51060689/Safeguard-Hand-Sanitizer

http://www.pgpro.com/Default.aspx?tabid=37&Search=saf eguard&options=+products