Designing a Marketing Experiment

of Lifebuoy Hand Wash

Introduction:

The report is about designing a marketing experiment for liquid hand wash by Lifebuoy Brand. The
campaign is a TV advertisement campaign which will highlight increasing the flavor of the hand wash.
With the growing pandemic Cov-19 situation, sanitization has become an increasing consideration for all
the people. Lifebuoy has already a popular brand among the mass with its USP “providing 100%
protection from germs”. But in the present situation while every other brand is going for the same
slogan, Lifebuoy wants to hit the market with something more by coming with different flavors of liquid
hand wash. The experiment will be before-after design experiment. The company is not going with the
full factorial as it will be difficult judging different parameters in this pandemic situation.

Experiment Design:

In this experiment, the independent variable will be the increased advertising of different flavored liquid
hand wash on Television. The dependent variable will be sales

The experiment will be run in Dhaka city, Bangladesh. The control market observed will be Chittagong
city, Bangladesh. Dhaka is the capital of Bangladesh and Chittagong is the trade capital of Bangladesh.
The two cities resemble each other in terms of population, economic, political condition and other city
attributes.

The sample size will be significantly big enough as the entire population of the two cities will be brought
under observation.

To conduct the experiment, first of all, the sales will be recorded for both control and test market for
about 3 months from June-August. The advertisement will be run on TV for the next 3 months from
September-November. The lift will be calculated from the change in sales during the experiment and
post-sale record.

The experiment certainly follows the first tree rules of causality. But the experiment has little control
over the external factor which is the fourth rule of causality.

Anticipated issues:

Since the world is currently facing a pandemic situation and sanitization has become a prime concern to
this, the sale will be normally high in the control period. Again competitors can anytime come with a
new strategy or the market can introduce a new substitute product which can impact the sale. Other
than this, the experiment will show a fair guideline regarding the decision of going for a large scale
campaign or not.

Experiment 2.0:

The company can also run the experiment through website campaign. This kind of experiment is way
cheaper and can be easily modified. This is why that can provide way better result than the current one.
However, to run this campaign, a handsome number of target customers need to use websites and
internet which is not applicable for the buyer age and an under-developed country like Bangladesh.
Again billboard campaign will come into no use as most of the people are now in quarantine situation,
so the company decides to go for TV campaign.