RMIT International University Vietnam

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Subject Code: MKTG1924B

L if
e b
u Subject Name: Introduction to Advertising o
y,
Location & Campus (SGS or HN) where HN
you study:

Title of Assignment:
Communication Case Study Analyse
Student name:
Nguyen Thi Nhu Quynh
Student Number: s3880896

Teachers Name: Linda Nguyen

Group Number: 02

Assignment due date: 09.04.2021

Date of Submission: 09.04.2021

Number of pages including this one: 9

Word Count: 1108

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which was founded in 1984 and is now Unilever Corporation's oldest company, is at the forefront
brand of hygiene and preventive care for their products. This brand is said to have an inspiring
vision that is full of inspirations for living a healthy life. In this article, this point will be verified by
Lifebuoy's performance in the "Infection Alert System" campaign launched in Vietnam by the time
of 2019. The theories about brand and branding will be indentified first with the IMC tools used in
the campaign, a strong indication of the target audience and their media use followed by, and a
determination of whether the campaign was successful or not. The final segment of this article will
dicuss about some suggestions.

Brand is the name, shape, form, mark, or some other attribute that tends to differentiate a tangible
or intangible good, service, or philosophy from that of its rivals(Saleem, Rahman & Umar 2015,
p.66-70). Branding is the method of instilling a sense of belonging in goods and services. Different
concepts of branding can be contained to evaluate the brand performances. Brand equity defines
the importance of having a well-known brand, and it is founded on the belief that well-known and
reputable brands are more effective. Brand loyalty, brand image, and brand awareness
significantly influence purchasing intent for Lifebuoy’s campaign (Aaker 1992, p.27-32).

Brand awareness is the degree to which a brand is recognized by prospective consumers and is
accurately identified with a specific product (Aaker D, 1992). Lifebuoy offers affordable products,
launch campaigns which targets exactly to target customers. It also contributes to brand loyalty
which consists of association anchors, familiarity, substantiality and consumers’ consideration.
Especially the association anchors and the familiarity between consumers and brand.

Brand associations is impression in customers’ mind formed by different interactions they have
with the brand such as: logo, typography, icons, color and brand story (Aaker 1992). The strength
of this brand must be their behind story. Lifebuoy want to play the role of a doctor who can stand
by to support mothers’ role in protecting their children (Radhakrishnan 2011).

Brand loyalty is the key consideration to measure the success of brand performance (Aaker
1992). Because it may vary from habitual buyers to happy buyers to those who like the brand to
those who are genuinely dedicated, creates value mostly by lowering marketing costs; it has been
noted many times that keeping current consumers is much less expensive than recruiting new
ones. Additionally, to build a great brand loyalty, Lifebuoy need to be always sticked with their
brand story so that they can create a consistently concept for every campaign.
As a healthcare and hygiene brand, Lifebuoy understands that infectious diseases in Vietnam crop
up year after year, significant risk to young children. Lifebuoy and Google develop an alerting
framework based on weather data analysis and regional characteristics. The campaign called:
Infection Alert System launched in 2019 specifically in Vietnam. The target audiences which is the
key purpose of Lifebuoy are women, as the decision-makers, even though their goods are used by
children (Nguyen 2020). During this campaign, they mostly use television to communicate with the
TA. Because it is appropriate for the time and audience due to the graph below (figure 1).

Integrated Marketing Communication (IMC) entails the integration of all forms of marketing
communications into a single program that maximizes the effect on consumers and other
customers (Tuckwell 2010). The IMC tools could be defined in this campaign are advertising and
public relations.

Public Relations communications are directed toward gaining public understanding and
acceptance (Tuckwell K, 2010). It entails distributing messages in the media that are free of charge
and will produce free publicity. When working with Google to gain customer recognition, the
campaign "Infection Warning System" set forth a tough thing related to IT technologies. The
pneumonia, hand, foot, and mouth disease, dengue fever, and diarrhea are the four diseases for
which the brand has issued an alert. Lifebuoy created a predictive model with Google’s help in
analyzing data and "Ruled by weather" tool to see whether there's a connection between
environmental trends, disease search patterns, and the dates of previous infections. They also
collaborated with hellobacsi.com which is a well-respected health information portal run by
physicians, with a sizable organic reach and a wealth of information not limited to the four major
diseases listed in the forecast to feed moms informations about symptoms and how to prevent
children.

Advertising is the acquisition of time or space in some type of mass media by companies seeking
to educate and convince consumers of a target market about their goods, services, organizations
or ideas. It contains product-oriented and promote-oriented tools (Tuckwell K, 2010). Due to that
perception, the Infection Alert System campaign has combined both make a big standing out
during the time Lifebuoy lauched this campaign. Four master artistic videos mostly on TV (media
advertising) for two customizable intelligence classes (4 diseases and 64 provinces) and on-and-
off media promotions were created to focused on local similarities research. After sending hyper-
relevant messages to the TA, Lifebuoy did a product-orientation for their product which is
encourage children use their hand wash superior protection (figure 3).

The procedures had been set out in the proper order by Lifebuoy. For the Infection Alert System
campaign, the collaborations campaign are success mostly through PR tool. Since the target
demographic is mothers, the alert system assess psychology of mothers caring for their children in
epidemic areas is not up to date with pre-epidemic informations. Advertising tool came after to
send the messages so that TA will be affected by the system first so that they believe that the
product can prevent their kids from the 4 diseases in the map. The proof is Lifebuoy reached 3,5
millions of mothers every month. The internal sales increase 20% from 2018 to 2019 (figure 4 ).
The most important prove is Lifebuoy has won the Best In Show award in MMA Smarties 2019. On
the other hand, Lifebuoy should pay a little bit more attention to the elementary kids such as: use
KOLs who closer to that age so that kids can by themselves have the washing habit and their own
need to use Lifebuoy washing hand to prevent from the disease.

In conclusion, the essays has discuss about how brand equity and IMC tools affect to the success
of Lifebuoy performance. According to Tellis and Ambler (2007), advertisement is critical in the
development of products because it influences how prospective consumers perceive the brand and
react to the campaign. Not only enhance their revenue but also buil a good source of loyalty
customers for the brand.
References
'Lifebuoy: Real-Time Infection Alert System', MMA, viewed 4 April 2021,
<https://www.mmaglobal.com/case-study-hub/case_studies/view/64065>.

2020, 'Age and gender breakdown of advertising audience across Facebook, Instagram and
Facebook Messenger in Vietnam as of January 2020', Statista, viewed 4 April 2021,
<https://www.statista.com/statistics/1103111/vietnam-social-media-advertising-audience-by-age-
and-gender/>.

Aaker, D 1992, 'The Value of Brand Equity', Journal of Business Strategy, pp. 27-32.

Nguyen, K 2020, 'CHIẾN LƯỢC MARKETING CỦA XÀ PHÒNG LIFEBUOY', HBR Business
School, 3 September, viewed 5 April 2021, <https://hbr.edu.vn/marketing/chien-luoc-marketing-
cua-xa-phong-lifebuoy.html>.

Bao Ngoc, 2019, 'Phân tích Case Study: Chiến dịch marketing “cảnh báo trước dịch bệnh” của
Lifebuoy thắng lớn tại Smarties Việt Nam 2019', Advertisingvietnam, 14 November, viewed 4 April
2021, <https://advertisingvietnam.com/phan-tich-case-study-chien-dich-marketing-canh-bao-truoc-
dich-benh-cua-lifebuoy-thang-lon-tai-smarties-viet-nam-2019?
fbclid=IwAR25pKLUmg3daUYNoY6rEGmsjsruqNmxE_wPVHVjk3tSh1zAfXB_

Radhakrishnan, S 2011, 'Brand story: Lifebuoy's journey that is in the sportlight', The Economic
Times, 25 March, viewed 5 April 2021, <https://economictimes.indiatimes.com/brand-story-
lifebuoys-journey-that-is-in-the-spotlight/articleshow/7765313.cms?from=mdr>.

Saleem, S, Rahman, S & Umar, R 2015, 'Measuring Customer Based Beverage Brand Equity:
Investigating the Relationship between Perceived Quality, Brand Awareness, Brand Image, and
Brand Loyalty', International Journal of Marketing Studies, January, vol. 7, pp. 66-70.

Tellis, G & Ambler, T 2007, 'Advertising and Brand Equity', The SAGE Handbook of Advertising,
pp. 54-68.

Tuckwell, K 2010, 'Branding Strategy', Integrated Marketing Communications Strategic Planning

Perspective, 3rd edn, Pearson Canada, Toronto, pp. 65-73.

Tuckwell, K 2010, 'Integrated Marketing Communications: An Overview', Integrated Marketing

Communications Strategic Planning Perspective, 3rd edn, Pearson Canada, Toronto , pp. 3-9.

Unilever n.d, Lifebuoy, homepage, Global, viewed 8 April 2021,

<https://www.unilever.com/brands/personal-care/lifebuoy.html>.

Appendix
Figure 1: Age and gender breakdown of advertising audience across media chanel in Vietnam in
January 2020

Figure 2: Report video of the campaign in MMA Vietnam

Figure 3: Master creative videos of Lifebuoy Infection Alert System Campaign
Figure 4: Achievements of Lifebuoy during the campaign