Liquid Hand Wash
Section 2
Group 5 (Group M)
Abhijit Tibrewal | Karthik V | Monika Bishnoi | Piyush Agarwal | Shuv Aritra | Sowmya R
2011PGP054 | 2011PGP074 | 2011PGP079 | 2011PGP089 | 2011PGP099 | 2011PGP102
IMC Planning Process
Review of marketing plan
Analysis of Promotional program situation
Analysis of communications process
Budget determination
Develop integrated marketing communications program
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Internet/
interactive
Develop objectives and strategy for each
Develop message, media strategy, and tactics
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
2
Review Of Marketing
Plan
Analysis of Promotional
Program
Analysis of
Communication Process
Budget Determination
Develop integrated marketing communications program
Strategic Challenges
• In most of its key markets, competitors have held a
strong place in households for generations, due to
other formats such as the Antiseptic Liquid that was
seen as an ‘all powerful’ antibacterial solution
• Lifebuoy needed to step up its imagery. Being a
relatively new entrant to the liquid hand wash
category, it did not seem an intuitive choice as a
brand for a premium offering, like liquid Handwash
and to take on a dominant player
Develop Objectives &
Strategies for each
Develop message,media
strategy and tactics
Integrate & Implement
IMC Program
Evaluate, Monitor &
Control IMC Program
Review Of Marketing
Plan
Analysis of Promotional
Program
Analysis of
Communication Process
Budget Determination
Develop integrated marketing communications program
Objectives
Business Objective:
• Grow sales volume and value faster
than category to grow market
share.
• This would be measured through
independent sales tracking that the
client commissioned through a
retail audit agency.
• Steal share from the Competition.
• The same retail audit would track
both Lifebuoy and competitive
shares.
Develop Objectives &
Strategies for each
Develop message,media
strategy and tactics
Perceptual:
• Increase preference for Lifebuoy
amongst higher income segments
(defined by LSM (Living Standards
Measure) and SEC)
• Establish the Lifebuoy Proposition
as unique and differentiated from
Competition.
Integrate & Implement
IMC Program
Evaluate, Monitor &
Control IMC Program
Review Of Marketing
Plan
Analysis of Promotional
Program
Analysis of
Communication Process
Budget Determination
Develop integrated marketing communications program
Internal (Program Description)
• Beating the competitor at his own game by going headlong against
him would not work . They needed to think smarter
• Could protect hands from germs in 10 seconds while all other
handwashes took one minute to do so!
• Needed for a consumer angle to frame the whole thing- Answer:
Children !
• The campaign titled ‘Superfast Handwash’ used the underlying
insight on children’s behavior to not only make germ protection in
just 10 seconds new and relevant for Lifebuoy but also to render
competition’s high ground on germ protection very vulnerable
Develop Objectives &
Strategies for each
Develop message,media
strategy and tactics
Integrate & Implement
IMC Program
Evaluate, Monitor &
Control IMC Program
Review Of Marketing
Plan
Analysis of Promotional
Program
Analysis of
Communication Process
Budget Determination
Develop integrated marketing communications program
THE BIG IDEA!
Lifebuoy Superfast Handwash: 99.9% germ protection in just 10 seconds
because children are always in a hurry, especially when it comes to handwashing
Lifebuoy
Commercial
Develop Objectives &
Strategies for each
Develop message,media
strategy and tactics
Integrate & Implement
IMC Program
Evaluate, Monitor &
Control IMC Program
Review Of Marketing
Plan
Analysis of Promotional
Program
Analysis of
Communication Process
Budget Determination
Develop integrated marketing communications program
External
Customers
Target higher income mothers who were potential Handwash users and
convince them to use Lifebuoy Handwash for their families. These mothers
had kids aged between 4-12 years and were using competitive brands.
When it came to protection she was clear that her family deserved the best
and was not willing to compromise on it
Competitors’ Value Proposition
Dettol: “Protection from
Germs”
Develop Objectives &
Strategies for each
Develop message,media
strategy and tactics
Savlon: “Gentle Protection”
Integrate & Implement
IMC Program
Evaluate, Monitor &
Control IMC Program
Review Of Marketing
Plan
Analysis of Promotional
Program
Analysis of
Communication Process
Budget Determination
Develop integrated marketing communications program
SWOT
Strength
Weakness
Wide portfolio for the
Lifebuoy brand ranging
which includes Soap,
Hand Sanitizer and
Hand Wash
Lower market
penetration in urban
areas
High consumer
awareness for the
brand of Lifebuoy
Initially positioned as a
masculine soap, which
was eventually turned
as a family soap and
now as family antiseptic
handwash
Excellent brand
visibility and
extensive distribution
Lack of availability of
refill packs for the
hand wash
Develop Objectives &
Strategies for each
Develop message,media
strategy and tactics
Opportunity
Threats
Liquid Hand Wash
still a niche market
segment with great
growth potential
Competitor brands
offering similar levels
of protection
Imparting education
about importance of
hand washing to
prevent spread of
germs
Lifebuoy as brand
considered to be a lowend product, and may
find it difficult to move
up in the segment
Used global epidemics
like swine flu to further
promote products for
better hygiene and
protection
Market limited only
to urban areas
mostly
Integrate & Implement
IMC Program
Evaluate, Monitor &
Control IMC Program
Review Of Marketing
Plan
Analysis of Promotional
Program
Analysis of
Communication Process
Budget Determination
Develop integrated marketing communications program
Role of Advertisement
1992
2004
ads had catchy jingle ”Tandarusti ki suraksha karta hai lifebuoy... Lifebuoy
hai jahah, Tadarusti hai wahan…. Lifebuoy”
Masculine, triumphant & victorious context of cleanliness
Built concept that school kids performed better after takig bath with lifebuoybetter health
After repositioning, ads featured the jingle “Koi Darr Nahin… “
2005
2010
Develop Objectives &
Strategies for each
Laddering: Hygienehealth Freedom Happiness
Ads showed first time mothers being advised by the doctors to use Lifebouy
for their kids
Ads now primarily centered on housewives and kids/ families-fastest germ
killing ‘superfast’ handwash campaign launched in 2010.
Develop message,media
strategy and tactics
Integrate & Implement
IMC Program
Evaluate, Monitor &
Control IMC Program
Review Of Marketing
Plan
Analysis of Promotional
Program
Analysis of
Communication Process
Budget Determination
Develop integrated marketing communications program
Current Proposition
Lifebuoy Superfast Handwash: 99.9% germ protection in just 10 seconds
• The creative idea resulted from turning the proposition on its
head, by labeling the other soaps ‘slow’
• Did this by using an a typical child, a mama’s boy, who does
everything he is told, including washing hands for one whole
minute (subtly implying the competition)
• Established themselves as the ’normal’ kids’ ally so that
children could be now be themselves and yet get complete
germ protection - with Lifebuoy’s Superfast Handwash
Develop Objectives &
Strategies for each
Develop message,media
strategy and tactics
Integrate & Implement
IMC Program
Evaluate, Monitor &
Control IMC Program
Review Of Marketing
Plan
Analysis of Promotional
Program
Analysis of
Communication Process
Budget Determination
Develop integrated marketing communications program
Communication Touch-points
Media plan: followed conventional FMCG logic to gain maximum reach
Created relevant commercial and put bets on Television
Suited Lifebuoy well as they aimed to target urban and semi- urban mothers in
those countries and TV, being a mass medium, would be most effective to do that
Also, knowing that children pick up habits from TV easily, placed the communication
in kids’ channels
Develop Objectives &
Strategies for each
Develop message,media
strategy and tactics
Integrate & Implement
IMC Program
Evaluate, Monitor &
Control IMC Program
Review Of Marketing
Plan
Analysis of Promotional
Program
Analysis of
Communication Process
Budget Determination
Develop integrated marketing communications program
Impact
• Grow sales volume and value
faster than category to grow
market share
• Steal share from
Competition
• Establish the Lifebuoy Proposition as unique and differentiated from Competition
The message of ‘Germ Protection in 10 seconds’ was picked up by 88% of consumers,
and 80% believed that ‘Lifebuoy Handwash was faster than other soaps in killing germs’!
Develop Objectives &
Strategies for each
Source: “Superfast Handwash” by Lowe Lintas and Partners
Develop message,media
Integrate & Implement
Evaluate, Monitor &
strategy and tactics
IMC Program
Control IMC Program
Review Of Marketing
Plan
Analysis of Promotional
Program
Analysis of
Communication Process
Budget Determination
Develop integrated marketing communications program
Budget
IMC Budget
Percentage
Advertising
Television - Cookery Shows + TVC
1,25,00,000
Radio
25,00,000
Guerrilla marketing
50,00,000
Sales Promotion
Free Trial Packs with Soaps
2,00,00,000
In-store Promotions
1,00,00,000
Public Relations
Global Handwash Day
25,00,000
Sampling at various locations
25,00,000
Other publicity exercises
50,00,000
Internet/Social Media
Digital Media - Blogs/Social Media
1,00,00,000
Games
50,00,000
Online Ads
2,50,00,000
2,00,00,000
20%
3,00,00,000
30%
1,00,00,000
10%
4,00,00,000
40%
10,00,00,000
Develop Objectives &
Strategies for each
Develop message,media
strategy and tactics
13Integrate &
Implement
IMC Program
100.00%
Evaluate, Monitor &
Control IMC Program
Review Of Marketing
Plan
Analysis of Promotional
Program
Analysis of
Communication Process
Budget Determination
Develop integrated marketing communications program
STP for the IMC Program
• Segmentation: SEC, Gender, Age
• Targeting: SEC (middle and higher middle class), and
all age groups and gender
• Positioning: Proposition remains the same
(Superfast handwash)
Our New Proposition
Lifebuoy Superfast Handwash: 99.9% germ protection in just 10 seconds because
EVERYONE is in a hurry, especially when it comes to hand-washing
Develop Objectives &
Strategies for each
Develop message,media
strategy and tactics
14Integrate &
Implement
IMC Program
Evaluate, Monitor &
Control IMC Program
Review Of Marketing
Plan
Analysis of Promotional
Program
Analysis of
Communication Process
Budget Determination
Develop integrated marketing communications program
• Advertising:
handwash category contributes to
only 5% of the entire Lifebuoy
brand
o Few ads: showing not only
children but entire family)
o Guerrilla marketing (because not
expensive, impacts consumers)
• Sales Promotion: OK
o Buy liquidwash with a soap, with
a refill pouch)
o Integrate trade promotion
• Public Relations: Awareness about
their proposition (on special days like
Global handwash)
• Personal Selling:
• Direct Marketing:
• Internet/ Social Media:
Facebook, Google+, Integrate PR
Develop Objectives &
Strategies for each
Develop message,media
strategy and tactics
Presence/
Absence
Integrate & Implement
IMC Program
Evaluate, Monitor &
Control IMC Program
Review Of Marketing
Plan
Analysis of Promotional
Program
Analysis of
Communication Process
Budget Determination
Develop integrated marketing communications program
Hierarchy of Effects Model
Cognitive
Realm of thoughts.
Ads provide information
and facts
Affective
Realm of emotions.
Ads change attitudes
and feelings
Awareness
Knowledge
Descriptive copy
Classified ads, Proposition,
Jingles
Liking
“Image” copy
Status, glamour/comman
man appeal
Preference
Conviction
Conative
Realm of motives.
Ads stimulate or direct
desires
Develop Objectives &
Strategies for each
Develop message,media
strategy and tactics
Teaser campaigns, Ads
Purchase
Competitive ads
Argumentative copy
Point of purchase
Retail store ads, deals
“Last-chance” offers
Price appeals
Testimonials
16Integrate &
Implement
IMC Program
Evaluate, Monitor &
Control IMC Program
Review Of Marketing
Plan
Analysis of Promotional
Program
Analysis of
Communication Process
Budget Determination
Develop integrated marketing communications program
Tool
Objectives
Strategies
Advertising (Guerrilla)
Increase reach using Cost
effective tools
Public places- multiplexes,
malls
Sales Promotion
Increase purchases at POS,
Malls, Large format stores,
bundled offers , discounts and Super markets and hyper
free trial packs
markets
PR
Increase awareness about
hygiene and cleanliness of
using a hand wash
Malls, places where middle
and upper middle go, hotels +
food courts
Internet/ Social Media
Promote Word of mouth and
increase recommendations
Create Buzz and viral content,
Online Games, contests
,events and discussion forums
Develop Objectives &
Strategies for each
Develop message,media
strategy and tactics
Integrate & Implement
IMC Program
Evaluate, Monitor &
Control IMC Program
Review Of Marketing
Plan
Analysis of Promotional
Program
Analysis of
Communication Process
Budget Determination
Develop integrated marketing communications program
Message Design
Content: Message content decisions involve the selection of appeal, theme, idea, or USP,
Types of appeals
• Rational appeals : Explain benefits such as 99.9% germs killed in 10 seconds, gentle on hands due to
ingredients, pleasant fragrance
• Emotional appeals (Family protection, be a role model for your family, cultivate good habits in your
children)
Structure: Order of argument presentation – use Recency effect by putting the argument for
Lifebuoy hand wash at the end of the ad. This will aid brand recall, by providing a punch-line
Format: Message format decisions vary with the type of media, but may include
• Visuals- ads should show the gentleness of the product
• Headline, copy or script
• Sound effects- Lifebuoy Jingle
• Voice- family members conversing
Source: Credible sources- testimonials by families and Lifebuoy’s existing brand equity
Factors underlying perceptions of source credibility (common people doing everyday activity)
• Trustworthiness
• Likability
Develop Objectives &
Strategies for each
Develop message,media
strategy and tactics
Integrate & Implement
IMC Program
Evaluate, Monitor &
Control IMC Program
Review Of Marketing
Plan
Analysis of Promotional
Program
Analysis of
Communication Process
Budget Determination
Develop integrated marketing communications program
Media Strategy
Tool
Advertising (Guerrilla)
Sales Promotion
PR
Internet/ Social Media
Develop Objectives &
Strategies for each
Develop message,media
strategy and tactics
Media Channel
Public places- multiplexes, malls, subways
Malls, Large format stores, Super markets
and hyper markets, trade shows
Malls, places where middle and upper
middle class go, hotels + food courts+
trade shows
Online Games, contests ,events and
discussion forums on famous social media
like facebook, google+, twitter
Integrate & Implement
IMC Program
Evaluate, Monitor &
Control IMC Program
Review Of Marketing
Plan
Analysis of Promotional
Program
Analysis of
Communication Process
Budget Determination
Develop integrated marketing communications program
Integration of communication strategies:
• Integrate sales promotion with trade promotion
• Integrate social media with other communication channels like PR and
advertising
Implementation
•
•
•
•
•
•
Online Games for children where the proposition of the brand is conveyed.
Games can be hosted on different platforms like online websites and also as
Android/iOS/Windows Apps.
Bundle Liquid Hand wash TRIAL SACHETS along with HUL soaps like Lifebuoy,
Hamam, Liril and Rexona
Tie up with pediatricians to promote Lifebuoy hand wash in their clinics and
propagate its usage
Print ads on the back of cinema tickets – specially family and kids movies
Promote Lifebuoy Liquid Hand wash in TV Cookery shows
Develop Objectives &
Strategies for each
Develop message,media
strategy and tactics
Integrate & Implement
IMC Program
Evaluate, Monitor &
Control IMC Program
Review Of Marketing
Plan
Analysis of Promotional
Program
Analysis of
Communication Process
Budget Determination
Develop integrated marketing communications program
The discussed IMC program is to be monitored based on the following schedule:
Implementation stage:
• Weekly review of the status of each program
• Modifications, if required, based on the status review
Post-implementation reviews:
• Once the programs are implemented, the same are to be reviewed for effectiveness
in terms of increase in sales, brand awareness and other measurable parameters
Measure Results:
• Recognition: Poll on social media sites
• Brand Recall: Surveys- offline and online
• Attitudes: Increased number of people using handwash (measured through overall
handwash sales)
• Behavioral responses: Increased sales of Lifebuoy handwash
Develop Objectives &
Strategies for each
Develop message,media
strategy and tactics
Integrate & Implement
IMC Program
Evaluate, Monitor &
Control IMC Program
THANK YOU!