Marketing Management

History

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 life buoy 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 raw
haldi. Neem is known for its antibacterial properties. Its natural germ protection formula washes
away germs to provide 100% better skin protection.

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.

Steps of the Strategic Plans

 Define the current business

Every organization need to first explore or define its business that what they are doing in the
same way 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.

 External and internal audits

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

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laboratories to provide 100% more effective germ protection than ordinary soaps. Millions of
people in rural and urban Pakistan have experienced the pioneering, Lifebuoy sponsored Health
Education program – the largest private hygiene education program in the world. It is its
strengths. So, lifebuoy go to make and launch different and unique variants of soaps.

 Formulate a new direction

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 and haldi. These are
antibiotics 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.

 Translate the mission into strategies

lifebuoy set its mission to make differentiation in products and to grab more customers. After
making the mission next and important step is to make plans and strategies which fulfill the
mission. Lifebuoy made strategies that how they produce, communicate, promote, the product
and deliver the values to customers at some profit.

 Implement the strategies

They target certain sects instead of all customers to expand their portfolio. Lifebuoy uses
technology that is new and superior to give them a competitive advantage over competition. The
price range in which they operate is affordable to all and is reasonable. They have a highly
efficient and highly skilled team of Human Resource Management (HRM), Sales and Marketing.

 Evaluate performance

Lifebuoy neem is an antiseptic solution, which is used as an alternative to other sanitizers. It is

used to prevent the transmission of infection, which is majorly caused through hand
transmission, further causing several diseases such as nosocomial food-borne illness and others
and its sales is also good because lifebuoy made good strategies and implements all strategies on
time.

LIFEBOY
They satisfy consumer need and want by Work better in killing germ, relive from
health problem, skin problem.
Lifebuoy Neem
It is suitable for all skin type specially develop for killing germs in pandemic. In Pakistan ads it
gives a message Fights infection causing germs while protecting your skin.

Steps of Marketing Management Process

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There are 8 steps of Marketing Management process

1-Develp market strategies and plans
Lifebuoy is a product of Unliever company which is famous for his quality. Lifebuoy always
believes to do something new to do survive in market. Lifebuoy try their best to satisfy the
customers lets 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.
2-Capturing Marketing insight
Lifebuoy is well known for its soap. 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 like virus for
example people can wash hands with that soap because it works same like a sanitizers.
3-Connect with customers
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.
There’s a link of Lifebuoy Neem and Aloe Vera Pakistan ads
 https://www.youtube.com/watch?v=p6ozFqMfGLo
4-Build strong Brand
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 with a 100 anti-bacterial solution and complete
protection from all germs bacteria and cleanliness from dirt Lifebuoy belief that children are the
potential agent for change and imparting education on the importance of hand washing with soap will
enable them to adopt early habit in life. 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.
5-Shape market offering
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
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.
6-Deliever Value
Lifebuoy always try their best to deliver best. 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 Definity help the new product lifebuoy Neem. Lifebuoy Neem
Currently available in depart mentals stores of Pakistan.

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7-Communicate vale
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.
8-Create long term Growth
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.

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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.
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
As we know lifebuoy is one of the leading brands in soap industry which produces product of
relative low prices in comparative to its competitors and also, we know that during current
pandemic people want safe and hygiene product for their skin. So, 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. Decision is mainly taken on the basis of marketing plan. Marketing
strategy can help to not only define the business goals but also help to develop the activities to
achieve them. Lifebuoy neem provides the company’s unique selling proposition which differ it
from rest of market. 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. Rural clients are
the daily wage earners and consequently they don't have the month to month pay. So the strategy
rotates around what pulls in to the rural purchaser and it is require changing in the packaging
size. 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. Lifebuoy should
focus on the other market section as the individuals who are utilizing the shower gel and ought to
give the more aromas and the shower gel. Lifebuoy neem is available at very cheap price of

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31rps that makes it availability for everyone. 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.

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