Brand Positioning of Lifebouy

4067 Words Apr 10th, 2011 17 Pages
Assignment for Brand Management (MKT-427)

Assignment on Positioning Strategy of Cosmetic Product in Bangladesh Market

Prepared for Mohammad Nazmul Huq Assistant Professor Faculty of Business Studies

Prepared by Shafaat Khan ID: 030 10 123 Program: BBA Batch/Sec: 35(MKT)

Date of Submission: February 26, 2011

STAMFORD UNIVERSITY BANGLADESH

Table of Content 1. Brand Positioning………………………………………………………………………..01 2. Target Market…………………………………………………………………………….02 3. About Lifebuoy…………………………………………………………………………..04 3.1 A catalyst for discovery: The Industrial Revolution………………………04

4. Current Campaign………………………………………………………………………..05 4.1 Global Handwahsing Day Coverage………………………………………05

5. Social Mission……………………………………………………………………………06 5.1 5.2
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Behavioral User status Usage rate Usage occasion Brand loyalty Benefits sought

Demographic Income Age Sex Race Family
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Psychographic Values, opinions and attitudes Activities and lifestyle

Geographic International Regional

Nature of Good Kind Where used Type of buy

Buying Condition Purchase location Who buys Type of buy

Demographic SIC code Number of employees Number of production workers Annual sales volume Number of establishments

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About Lifebuoy The desire to be clean, active and healthy is intrinsic to every one – irrespective of age or economic status. Lifebuoy understands this need and champions the cause for hygiene and health around the world. An inspiring vision for more hygienic, healthier and ultimately more vital communities is the driving force behind the Lifebuoy brand. To realize this vision, Lifebuoy has looked to consistently innovate and provide accessible hygiene and health products to a wide variety of consumers. This vision also commits the Lifebuoy brand team to visible action, inspiring projects that motivate consumers to improve their hygiene behavior.

A catalyst for discovery: The Industrial Revolution In 1894, William Hesketh Lever launched Lifebuoy in the UK as the Royal Disinfectant Soap. Lever grew up in industrialized Bolton, Lancashire, which was a typical English city of the Industrial Revolution era, with thousands of people living in slums where disease ran…