Lifebouy Healthy hoga pakistan

http://www.managementparadise.com/sayed123 /documents/15117/project-on-lifebuoy-soap/

Lifebouy Healthy hoga pakistan

3.5 million children every year, die from infections and diarrhea diseases before the age of 5 Lifebuoys aims is to educate people on health and hygiene in Pakistan to make people aware of the importance of washing hands with soap In 2006, Lifebuoy launched a mission to make Pakistan healthy

 Lifebouy educate students about the importance of hand washing in schools all over Pakistan Lifebuoys Healthy Pakistan Mission formally started in schools in 2010 This mission has been led by Wasim Akarm as the brand ambassador

 this mission was to empower students and teachers to bring about a habit change in their schools Most ambitious students across Pakistan were selected as the vice-captains of Wasim Akram

 Concept educate people on health and hygiene in Pakistan & educate students about the importance of hand washing Tagline Lifebouy Healthy Hoga Pakistan

Target Market
Geographic
World region Asia Country Pakistan Target area Urban, rural, Semi urban

Behavioral
Benefits health and hygiene User status regular

Conti..
Demographic
Age 6-55+ Gender Anyone Income 5000+ Income group Middle class, lower middle class

Psychographic
Social class Middle & lower middle class Lifestyle out-door oriented, sports oriented

Brand positioning
Lifebuoy's goal is to provide affordable and accessible hygiene and health solutions

Elements of Brand positioning

Target audience Families Children Actively communicate actively communicate to target audience for raise the image of brand in the minds of target customers

 Create advantage
Points of parity

Germicidal property Family soap

Points of superiority

Superior bathing experience Protect against germs and infections Message of health

 Subset of identity/value proposition

Core identity

The core identity of lifebouy is soap for entire family( children)

Key benefits

health and hygiene in Pakistan

Strategies
TV campaign Print media Direct consumer contact through

Campaign No 1
Add 1 Healthy hoga Pakistan ( April 6 2010) Add 2 Paanch ka pahara ( Jan 15 2011) Add 3 Lifebuoy school program (Lifebuoy 5 ka school) ( Feb. 19 2011)

Creative Intent (add 1) Healthy hoga Pakistan

Message
Make a healthier Pakistan Develop Habit of washing hands with soap in every city and street in Pakistan

Importance of health & hygiene Save yourself and your kids from different germs and dieseas Aim to collect 1 million signatures in one month for healthier Pakistan Make a healthier Pakistan

People & social impact of Add

People
Jahangir khan Nadia Hussain Dr. sohail Tobani

Social impact of Add

Create awareness Health & hygiene in children infections and diarrhea

Color theme
Red ( color of love, passion, energy & action) Red Flower ( hands are important) Red soap Slogan red Signature color red Mother & child wear red cloths Highlighter red

Creative Intent (add 2) Paanch ka pahara

Message
Fight with germs Wash five times hands
After toilet Before having breakfast, lunch and dinner In shower

Use lifebouy soap anywhere

School Home Out-door

People & social impact of Add

People Waseem Akram Social
Fight with germs through hand washing Develop habit in children wash five times hand

Color theme
red
Soap red Color in children uniform is red Logo ( hand is also red) Tagline is red

Creative Intent (add 3) Lifebuoy school program