Assignment on Advertising Evaluation of Lifebuoy

Submitted to:Mahfuzur Rahman

Lecturer

Department of Marketing

Comilla University

Submitted by:Babun Nesa

ID:11907012

13th Batch

Department of Marketing.

Comilla University

Date of submission:15 October,2020

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 Table of Contents

1.1 Story of selected Advertisement--------------------------------- 03

1.2 About Lifebuoy----------------------------------------------------- 03
1.3 Objectives setting of Lifebuoy----------------------------------- 04
1.4 Advertising budget Decisions of Lifebuoy------------------- 04
1.5 Message decision of Lifebuoy --------------------------------- 04

1.5.1 Advertising Strategy--------------------------------------------- 04

1.5.2 Creating advertising messages--------------------------------- 05

1.5.3 Consumer-generated messages--------------------------------- 07

1.6 Advertising media decisions of Lifebuoy---------------------- 07

1.7 Advertising evaluation of Lifebuoy----------------------------- 07

1.8 Conclusion---------------------------------------------------------- 08

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 Advertising Evaluation of Lifebuoy

 Story of selected Advertisement

The story started from a classroom of kids, where a teacher got absent a large number of the
students when calling roll. Suddenly a mother who was a doctor came to the class for leaving her
son to class and felt curious about the absence of huge students. As a result, she asked the teacher
about this, the teacher told that others were sick. Then the doctor told us that when germs are
gone to mouth from hand, we get ourselves sick. So to get rid of illness use Silver lifebuoy. Its
active silver formula provides effective protection from germ attack and kills 99.9 bacteria with
RHPS(Royal Society for Public Health) research approval. The advertisement ended with the
public response that(in Bengali-Lifebuoy jekhane,Osukh nai sekhane which means Where
Lifebuoy is, there’s no disease.).

 About Lifebuoy

Lifebuoy is a brand of soap marketed by Unilever started the journey from the 1890s. Basically
originated from UK Lifebuoy is the world’s number one hygiene soap brand, sold in nearly 60
countries. Through the Lifebuoy brand target to present a difference by creating quality,
affordable products, and persuading healthy hygiene habits to everyone – irrespective of age or
economic status.for more than a century. On account of achieving the goal, a new Lifebuoy
Handwashing Programme was launched in 2010 and is now one of the world’s largest hygiene
mode switching persuasive. This event is central to Lifebuoy plans in all countries and
completely studded across the brand’s business model. The blend of proven programs and wide
reach means Lifebuoy has offered catchy feedback.

 Objectives setting of Lifebuoy

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The target market for lifebuoy is all households who can afford to buy soap and who want to
fulfill everyday need provides them and their family with 100% antibacterial solution and
complete protection from all germs and bacteria and cleanliness from dirt. By the existing
advertisement firstly Lifebuoy has provided us information about sickness in the consequences
of germ attack. Besides the message of awareness against the microbe. Therefore, it’s a kind of
informative advertising. As informative advertising is used heavily when introducing a new
product category. In that case. to build initial demand is a purpose. Secondly, it released a totally
different purpose of using soap with a completely different formula called silver protection
formula which is available for all age persons, it would persuade the customer. It's extremely
momentous as today's market is quite emulative. Because housewives always seek for getting
active family protection.Since this advertisement played a pivotal role to impress this type of
market as persuasive advertising. Thirdly, whereas lifebuoy competes with the soap market,
one of its competitors is Dettol, which also produces germ protecting soap. But Lifebuoy
promised a 99.9 percent bacteria-killing guarantee which is comparatively unique than others. So
by analyzing this we can also add that the including advertisement is additionally listed in
comparative advertising. As in comparative advertising, the company directly or indirectly
compares its brand value with one or more other brands.

 Advertising budget Decisions of Lifebuoy

Lifebuoy has built sophisticated statistical models to determine the relationship between
promotional spending and sales as well as to assist determine the optimal investment across
many media. Normally the budget for advertising depends on the product lifecycle. For instance,
a new company would calculate a large advertising budget to introduce itself in the market. On
the other hand, a mature brand generally measures a lower budget as a purpose of sales.
Inasmuch, as Lifebuoy started the journey from 1895, is a long appearance in the market. So a
small budget in advertising is not a big deal for Lifebuoy. Besides, the manager would rely on
big questin of analyzing along with more quantitative judgment when advertising budget. As a
consequence of a long journey, Lifebuoy didn’t face this kind of trouble. By this, we can realize
that it was a quite simple advertisement with a small budget and some pieces of information.

 Message decision of Lifebuoy

 Advertising strategy: Advertising strategy requires a couple of major elements. The first
one is creating an advertising message. From the advertisement, we realize that the
purpose of lifebuoy soap is not similar to other competitors. For example, other brands
promote soap for beauty. In contrast Lifebuoy urge a healthy life, provide the most
guaranteed protection from dirt because when people can lead a healthy life, they will
feel beautiful. By this, customers get the same information but it’s a bit tricky way
produced by Lifebuoy.

Last but not least one is advertising media. Firstly the advertising media creates a message then
the advertising media forecast it to different channels forecast. Basically, a brand's name in the

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market can be known by the strategy of advertising media. If the media can spread the message
properly, the brand will be well known by
people.TV,internet,Paper,Magazine,Facebook,Radio,Webpages,Billboard,Banner etc are the
most useable advertising media.In our existing advertisement, we can see all those existing
media for the forecast of lifebuoy. Rising marketers nowadays directly connected with target
audiences as a portion of the advertising campaign to multiply the benefits of the message. On
Lifebuoy there is a lot of examples of advertising campaigns. It can be included that,

Lifebuoy arranged for “Give us a high5” campaign to celebrate Global Handwashing Day
2016. World’s best all-rounder Shakib Al Hasan reprised his role as a participant in this
campaign. As part of the campaign, Shakib visited Bangladesh Bank H igh School at
Motijheel, Dhaka with the Lifebuoy team. The students of the school were ecstatic to
have Shakib amongst them. Shakib spent quite some time with the children and with the
Lifebuoy team, encouraged the children to wash their hands with soaps r egularly,
demonstrating by washing his hands with soap before high-fiving them one after another.
The fun continued with selfies before it was time for farewells. Unilever Bangladesh
Limited’s Marketing Director Mr. Zaved Akhtar, Lifebuoy Brand Manager, Activation
Manager, etc were presented in that evening to commemorate Global Handwashing Day.
By this Lifebuoy reached 61 percent of target audiences with 22 percent growth of mind
awareness. The result of this campaign is not only an enriched impression but also beat
its target market.

 Creating the advertising message

The budget of advertising is not the main theme, the matter is how strong the message is.
The given advertisement of Lifebuoy appears a vivid concern about the safety of the
family we have watched already. But in this emulative world, a customer may face more
than a hundred commercial messages nowadays which makes chaos. Breaking through
the clutter is a strategy to compete with others, which we face in regular tv shows.
Because there shows a giant list of advertisements, as a result, the advertisement for
lifebuoy is sandwiched by others. Hence a strong message with some technique can pick
the demand of customers. To reach this goal Lifebuoy maintain a message strategy

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which is the advertisement of lifebuoy is very familiar with our daily life. Like the
mother's awareness about children's safety, family hygiene, fight against germs or
bacteria which affects badly on a seasonal basis. On the other hand, Lifebuoy maintains a
creative concept with a distinctive message which can catch the demand for family
safety that is ‘Where Lifebuoy is, There’s no disease’, another one is ‘The way of
life’.Nowadays customers are very informative in this modern era, they derive much
competitive product reviews through the internet or other advertising media. As a result,
unbelievable messages are not attracted them without proof, This advertisement for
lifebuoy soap believably collected information, which made the product trustworthy to
customers. In that case, the Execution style of the message is a big deal. In our
advertising, for example, we find that the execution-style of it was called Slice of Life.
As we have seen a classroom with a teacher, students, as well as guardian, is a very
common scenario in our daily life. Besides bacteria, germs, seasonal sufferings are a very
common part for children. Because children are very agile, like to play which causes
sickness. In that case, the mother's awareness of unrestful children's safety is a very usual
part of life.

Besides this advertisement showed Scientific Research as an execution-style. Because

Lifebuoy has become the first-ever soap to receive the Royal Society for Public Health’s (RSPH)
new accreditation status for campaigns. The achievement confesses Lifebuoy’s attempts to
update health instruction in the region of the world by flourish handwashing with soap as a
disease-protection assessment. All Lifebuoy packaging will carry the RSPH logo to approve and
appear that the brand’s behavior switch campaigns have been independently made out.

Lifebuoy will also be assigning closely with the RSPH in its body and hand hygiene education
exertions, introducing with the London conference, ‘The science and behavior behind hand
washing – at home, work and on the move’, which launched the partnership on 3 April 2014.

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  Consumer-generated message

This type of campaign or feedback of customers helps a brand to measure the reaction of the
customer about its announcement of new features of the product. For instance, when lifebuoy
advertised a germ-free way of life, Lifebuoy wanted to know the feedback from customers.
Because in Bangladesh, every year 45,000 children under the age of 5 die due to diarrhea alone.
Which is obstructive with a simple act of handwashing. The body cleansing category is an
ultimately competitive market in Bangladesh and hygiene is the most general focused quality.
Lifebuoy is constantly fighting to gain the higher top of mind locus and global handwashing day
was the perfect privilege for hygienic soap or hand wash brands to practice a sign in the industry
while being pertinent and referential. Lifebuoy expects that their initiative on Global
Handwashing Day to guard the lives of young children will become more prosperous with
the attention of the public from all walks of life. To be a portion of the “Give us a High5”
campaign, all have to do is, first wash hands with soap, give a friend a high5 with washed
hand, capture a picture and mail it to lifebuoybangladesh@gmail.com or inbox the
Lifebuoy Bangladesh Facebook page. Lifebuoy will guide 5 kids the right way to wash
hands for per picture took up. Since Lifebuoy bank on a simple way of daily washing
hands with soap can save thousands of children’s lives yearly from obstructive diseases.

 Advertising Media Decisions of Lifebuoy

The media planner has to measure the frequency and effect of the major media type.
There are many types of major media like TV, newspaper, magazine, the Internet, Radio,
Outdoor Advertising is a significant part of product success. As a result Lifebuoy use ,
TV, magazine, Newspaper as its major media types. Because usually we face these media
is very common. So we can find the feature of Lifebuoy, there is a sharp probability of
facing this. Besides the internet, Radio, Billboard, etc are its part of the med ia. The
advertiser must decide how to schedule the course of a year is a part of media timing. In
Bangladesh summer, winter and the rainy season is the most dangerous time for germ
attack and germ is a daily life part. So on these seasons, many diseases like diarrhea,
cholera, flu, bacterial infection, skin problems as ache, pimple, etc increase dangerously.
So Lifebuoy promotes their advertising in that season. Like, peak in November and drop
in April. Consequently, we can see the announcement of Lifebuoy in many surprising
features in those seasons.

 Advertising Evaluation of Lifebuoy

Advertising accountability and return on advertising investment are the most asking
issues for most companies. Because the effect of advertising falls on the communication
quality of the advertising and that target the profit of that company. So if we look at
Lifebuoy, it is still getting to reach as one of the more innovative brands of 2013. In the
tsunami of exploding gave up at the Maha Kumbh in Allahabad, Lifebuoy appeared with the
noticeable action of chasing notification about the facilities of washing hands-on restaurant.
Barely a month later it had started 'Help A Child Reach 5'. It was a multi quality profitable
initiative. Apart from attending the brand's massive following on Facebook, it was the offline

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component that was valuable ever. There was good news from the market too. Lifebuoy's skin
cleansing soaps grown from 14.7% YTD to 15% in 2013, according to Nielsen figures obtained
from independent industry sources. In the smaller handwash category, it was at 18.4% in 2010
and the YTD from 2012 to 2013 had seen a shift from 22.3% to 22.7%.

Moreover, the impact of the Lifebuoy campaign is appearing very effectively. Like Lifebuoy
promotes its lifesaving handwashing message through multiple partnerships and activities. Such
as-

Around the world, 458+ million people reached through Lifebuoy handwashing programs.

 Lifebuoy is the world’s number one selling germ protection soap and the 4th most chosen
brand.
 IN the world Lifebuoy belongs to 30+ global partners.
 120,000+ young Lifesaver volunteers are working with the popular soap brand Lifebuoy.
Also 41,000+ Unilever employee Lifesaver volunteers.
 300+ million people reached with the Lifebuoy School of 5 comics.
 30+ Lifebuoy Help a Child Reach 5 celebrity ambassadors.
 65+ industry awards and accolades for the Help a Child Reach 5 campaign.
 220+ million people reached via social media on Global Handwashing Day (2014–2018).
 15 Guinness World Records for handwashing achieved.
 458+ million people reached in 29 countries across Asia, Africa, and Latin America,
through schools, health clinics, and community outreach programs, with proven results
since 2010 (to end 2018).

 Conclusion
To sum up it should conclude that in 2020, the aim through Lifebuoy, is to change the
hygiene behavior of 1 billion consumers across Asia, Africa, and Latin America. This
could prevent 600,000 child deaths every year from respiratory infections and diarrhoeal
disease – the world’s two leading causes of child mortality.

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