Marketing Management

UNIVERSITY OF CENTRAL PUNJAB

ASSIGNMENT
1

SECTION
G

SUBJECT

Marketing Management

SUBMITTED BY
YOUSAF ALI BUTT L1F18BBAM0535
MUZAMMIL MASOOD L1F18BBAM0524
HAMZA ASGHAR L1F16BBAM0029
SHAHBAZ ALI L1S19BBAM0103
SAAD L1F18BBAM0597

SUBMITTED TO

PROF AGHA MAHMOOD ALI

SUBMISSION DATE

10-11-2020

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Marketing Management

Lifebuoy Neem

Lifebuoy was introduced by Lever Brothers in 1895 in the United Kingdom. Originally a
carbolic soap containing phenol, different varieties were later introduced without the medicinal
carbolic smell, such as the coral-colored Lifebuoy during the late 1950s and Lifebuoy Minty
Refresher in 1966.Its market is in worldwide and it is a product of Uniliver.

Lifebuoy Neem

Recently lifebuoy launched its new product lifebuoy neem and lifebuoy claims that new lifebuoy
neem for natural germ protection. New lifebuoy neem is infused with the power of Neem. Neem
is known for its antibacterial properties. Its natural germ protection formula washes away germs
to provide 100% better skin protection. In ads it gives a message Fights infection causing
germs while protecting your skin.

In my opinion Lifebuoy did very well because of COVID-19 many people started to use hand
sanitizer and the sale of soaps decreases relatively. To overcome this problem lifebuoy, introduce
lifebuoy neem because it provides natural germ protection.

Strategic Planning

Lifebuoy define its business that they are producing soaps of different varieties because now
lifebuoy is on maturity stage where it requires some changes. Today Lifebuoy is mainly sold in
Asia and parts of Africa. It is a market leader in every Asian market where it is sold.

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Marketing Management

Lifebuoy see that what are their internal strength and weakness and external opportunities and
threats. According to this lifebuoy try to make new soaps and Lifebuoy soap has been proven in
laboratories to provide 100% more effective germ protection than ordinary soaps. Lifebuoy is the
number one soap which comes up with health and hygiene.

In case of Covid-19 most of people starting to purchase hand sanitizer it decreases the use of
soaps. In order to maintain their sales lifebuoy, introduce the new soap name as lifebuoy neem. It
is antibiotic soap and lifebuoy wanted to launch these soaps to capture the market. Although it
was a good effort. But they took this action little bit late. lifebuoy set its mission to make
differentiation in products and to grab more customers. Because its sales is also good because
lifebuoy made good strategies and implements all strategies on time.

Marketing Management Process

Lifebuoy always believes to do something new to do survive in market. Lifebuoy try their
best to satisfy the customers let’s take an example of corona pandemic when the pandemic
came every business facing loss so at that time, they develop a plan to introduce a new
product.

In the pandemic their soap buying ratio was at low.so they develop marketing research how
to overcome that issue they analyze the situation by seeing what’s competitors doing in that
pandemic so after doing some research they introduce lifebuoy neem basically that product is
only made for killing bacteria.

After developing the product, it was very important how to connect with customers because
if you can’t get the attention your new product will not survive long. Lifebuoy did promotion
of the new product Lifebuoy Neem through ads, billboards and in Social media.

The targeting market for lifebuoy Neem is all households who can afford buying soap and who want to
fulfill everyday need that provides them and their family and. Lifebuoy Neem price is also same as other
soap of lifebuoy because they always believe in reasonable prices to attract every customer who is rich,
middle and low class.

As the Pandemic situation occurs lifebuoy soap demand falls because some people started uses hand
sanitizers for their safety. In that situation they plan to differentiate the product by introducing new

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flavor in Green color and name Lifebuoy Neem. Introducing New Product was a benefit of the
lifebuoy because at that time every business was falling but lifebuoy stood up did great marketing.

In Lifebuoy Neem they make sure of the needs and wants of the customers to satisfy the
customers. Even lifebuoy have a good distribution channel in Pakistan and It will Definite
help the new product lifebuoy Neem

They did differentiation to do Effective Marketing. First, they introduce new product
Neem soap because it works same like sanitizer and its price is less as compare to sanitizers.
Second, it’s a Product of Uniliver and its distribution channel is very strong that’s why the
product is easily available in Markets.

Lifebuoy Neem was following the upper steps to satisfy the customers and giving the
value to retain the customers as lifebuoy can. Lifebuoy create a good image to customers to
get the loyalty of the customers because of that loyalty of the customers lifebuoy is one of
the famous soaps in Pakistan.

Portfolio

If we observe the portfolio of Unilever related to Lifebuoy, we observe different products such
as; Dove, Lux and Pond’s. Recently they launched a new product which was in result of the
current pandemic and that was Lifebuoy Neem.

Talking about the Holistic marketing which can be easily defined as a marketing strategy that is
developed by thinking about the business as a whole, its place in the broader economy and
society, and in the lives of its customers. It attempts to develop and maintain multiple
perspectives on the company’s commercial activities and this has four elements which are
relationship marketing, integrated marketing, internal marketing and performance marketing.
Senior management knew it is the time when everyone is concerned with their skin due to
different viruses attack and wearing masks are causing maskne which is the type of acne and due
to all these reasons people are going towards more natural protect. As they know the trends
going on in the market, they know that people are becoming more of personal care conscious.

They have recently done the tv advertisement with the tag line of “fights virus and other germs’,
and side by side they have billboards to create awareness about this new product.

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As we know that the goal of relationship marketing is to build strong, long-lasting relationships
with various stakeholders and other important parties connected to the business. We observe that
neem soap is available at every small or big utility store or at any huge grocery store such as Al
Fatah, Umer Cash & Carry, metro and Carrefour. Unilever knows their target market the best and
they know the location where they have to make relations for which product and for neem soap,
they are also placing their product at different pharmacies so that customers will be able to
access it easily.

Marketing plan and strategy

Lifebuoy introduced “LIFEBUOY NEEM SOAP” which helps to wash away the germ and
provide 100% of better skin protection. Its unique fragrance blends the power of neem to give
you a refreshing shower and provides naturals germ protection to your skin. Marketing strategy
must be well planned to attain growth in business. The main goal of Lifebuoy neem soap is to
provide affordable and accessible hygiene and health solutions which enable the people to
lead life without fear of hygiene and anxieties and health consequences. At the point when
we are focusing on Pakistan for the lifebuoy, at that point item will get the huge number of the
rural market. The rural consumer in Pakistan is searching at the low unit cost pack. So, the
packaging in the more modest units and lower cost packs to expand their reasonableness. Most of
people in Pakistan belongs to the middle class and brands like lifebuoy targets that population so
their sales will be maximum. As we know due to COVID-19 we all need an antibacterial soap
which helps us to wash away the germ and give maximum skin protection from germs so
lifebuoy provides the Neem soap to its consumers which contains the qualities of neem and aloe
vera extracts.

Marketing mix of lifebuoy Neem

Lifebuoy is a leading soap brand of Unilever. Lifebuoy introduce a new product “lifebuoy
neem”. They take this new initiative by adding herbal i.e. neem and aloe verbal in their product
with attractive green color. Due to ongoing pandemic people have more concern about their
health, so lifebuoy Introduce this product with the slogan fight virus and the germs. This motto
will attract common masses. On the other hand, nowadays, people are going towards herbal
products so introducing a new product with herbal ingredients is a good addition in the market.

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Lifebuoy is successful soap brand because it is attractive to urban and ruler class equally. The
reason behind it is reasonable and inexpensive pricing policy. Lifebuoy Usually kept its prices
Lower than its competitor. The price of “Lifebuoy neem” Is also affordable for each class of
people. “Lifebuoy neem” comes 140 mg packing whose price is 55 Pkr and small pack is
available at a low price 31 Pkr. According to Pakistani market this price is very reasonable.

To make a product Successful it is compulsory to make it availability easy in the market as the
distribution channels of lifebuoy is very strong so they make the availability of “Lifebuoy
neem” very easy in the market. This product is easily available in the retail stores supermarkets
and is also available on the online market. Customer can easily buy this product from where he
wants.

The marketing strategy of lifebuoy is very strong and they adopt intensive marketing plans to
promote their product in the market. As lifebuoy introduce this product as anti-virus and herbal
product so they can attract a huge market. To attract the consumer, they launched several ad
campaigns on television, social media, magazines, newspapers, and billboards to promote
“Lifebuoy neem”.

Peer Review

Yousaf suggests the topic of life boy, did work on history and strategic planning and gave own
analysis. Muzammil did Marketing Management process, compiling the entire data after
compiling the data check the entire data with the help of Yousaf. Shahbaz did the topic of
marketing mix and compile his data at his own. Hamza did Portfolio of Company. Saad did
Marketing Plan and Strategy.

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