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Lifebuoy super fast hand wash case study: LIME-4
Lifebuoy super fast hand wash case study: LIME-4
Lifebuoy super fast hand wash case study: LIME-4
Lifebuoy super fast hand wash case study: LIME-4
Lifebuoy super fast hand wash case study: LIME-4
Lifebuoy super fast hand wash case study: LIME-4
Lifebuoy super fast hand wash case study: LIME-4
Lifebuoy super fast hand wash case study: LIME-4
Lifebuoy super fast hand wash case study: LIME-4
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Lifebuoy super fast hand wash case study: LIME-4

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Team kolaveri_SCMHRD_ Lifebuoy super fast hand wash case study: LIME-4

Team kolaveri_SCMHRD_ Lifebuoy super fast hand wash case study: LIME-4

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  • 1. PH Meter Test for soft Hand WashLifebuoy HW !0 Seconds challengeHands Off Program“Squish” away the germs (jingle)Primary and Secondary ResearchLifebuoy HW Child CareFinancials and ReferencesAlok SharmaSenthil KumarDebi Prasad DashLIME | LIFEBUOY Superfast Hand Wash Case StudyTasksApproachConversion of Bar Soap users to Liquid Hand wash ConsumerPromotional Marketing model using current PropositionSustainable Support ModelInnovative channel Communication mix (No TV)New Variant IdeaLaunching Strategy for the new VariantAll Promotional Activities under Budget ConstraintTeam KolaveriSubmitted by:LIME: Lifebuoy Superfast Hand Wash Case Study
  • 2. Step1 Provide pH meter with Lifebuoy Hand Wash as free kitStep 2 Launch Demo programs at malls, domestic clubs explaining the usage ofpH meterStep3 It will induce change in the consumers mind regarding change from soapto Hand washHand Wash has to leverage onhaving less pH level in rangeof 6-7 that keeps hands softSoap has high pH in range of8-10 which causes irritancyand drynessNo mess of Soap scumConvenienceMetered dose (no wastage)Dirty Soap ScumFilthy soap in wash basin andkitchen sinkMany don’t use soap caseLIFEBUOY Hand Wash pH meterMeasure your pHlevel : WHY?pH is important indicator of irritancy of cleanser, moisture content and bacterial floraSoaps have pH level range from 8-10 leaving skin dry and rough30 sec soap wash – pH increases by 0.6 & returns to baseline in 36 minsHOW? To test the pH of your Hand Wash, form bubbles by washing with Hand Wash. Put yourpH strip onto the hand for 3 secondss and check the color. You dont want Hand Washto have pH > 8.TARGET: Housewife and Working women (age < 35)pH Readings: The color responsehas following implications•pH level < 4 – acidic in nature•pH level > 8 – alkaline in nature•pH neutral i.e 5-7 will bedelicate on skinLaunching Strategy
  • 3. Target : Small Kids, age group 4 years to 12 yearsLocation:1. Near school(Timing just after closing hours of the school or in lunch break2. Community Play ground (Timing 4PMto 6PM)3. Society Garden (Timing 4PM to 6PM)Concept:It’s an very simple game, where any Kid can show his/her talent for 10 seconds, whatthey love to do. It is not limited to dance or singing.Positioning :If 10 second s is sufficient to show your talentthen same 10 second is also sufficient for hygiene.Private School and SocietyGardens of cities and MetrolikeDelhi, Mumbai, Chennai, Kolkata.It will continue for 2/3 monthsaccording to number of placein the cityPhase1 After reviewing the success ofMetros it can be expanded totier 1 and 2 cities likeBangalore, Hyderabad, Pune,Chandigarh.It may take 6 months .Phase2After reviewing early 9 monthsof launch It can be expanded toforth coming cities likeBhubaneswar, Ranchi, Ludhiana, trichy.It can continue for 1 yearPhase3Launching StrategyLIFEBUOY 10 Seconds CHALLENGE• The Kiosk/stall of the event will be in shape of Lifebuoy Hand Wash bottle. ForPromotion, tie up with FM radio station is good.• Free distribution of Water Bubble Pipes/Wands to kids: Why? It will attract smallkids to gather near the stall and it is similar to the Lifebuoy superfast HW positioning- 10 second is sufficient for Happiness and Healthiness.• Hygiene Kit, which will contain tissue paper, Lifebuoy soap, Lifebuoy Superfast Handwash, small Towel with Healthy Facts can be given as prize to kids.Execution
  • 4. Campaign ExecutionLIFEBUOY - „HANDS-OFF‟ PROGRAMObjective To create awareness about high touch surfaces and prioritize thosetouches that should trigger a hand washGenerate conversions through trials and increasing the productawarenessTo Position Lifebuoy Hand Wash as a grooming product which offershygieneTARGET: Housewife ; Working women (age < 35) SEC A & B+• Put posters and notices in Metro cities creating mystery about bacteria &germs present in kitchen & restroomCREATING CURIOSITY (20 days in Month 1)• Messages about pathogens and probability of transfer and high prioritytouch points. People are asked to do risk assessment. Communicate viaFM, flyers.GIVING INFORMATION (15 days in Month 2)• Educating TG, placing Lifebuoy Hand Wash as a product to managehygiene. Communicate via FM and BTL activitiesPRESENTING SOLUTION (Month 2)Campaign Launched inMetros likeChennai, MumbaiActivity conducted ininteractive manner withFM, socialclubs, domestic forumsAfterreviewing, campaignextended to Tier 1 andTier 2 cities likePune, GurgaonCampaign Strategy
  • 5. LIFEBUOY: “Squishing” the HandsBill boards promoting thecampaign across metro stationsin DelhiActivation program inschools, pre nursery in metroswith big prototype of handwash bottleOOH Media commercials inFamily restaurants likeMcDonalds, busy markets etc.Advertising in childrenmagazines prompting callfor actionObjective ofCampaignTo make Squishing a synonym of Washing handsRationaleKids(below 10 yrs.) relate their daily activities with the soundthey makeE.g.. Drinking water is “ ”SimilarsuccessfulcampaignsClose up ? : Close-up replaced brushing teethand stressed over brushing teeth with close-up.Horlicks: epang opang chapangRoll out Plan Radio Jingle
  • 6. Competitor Product Positioning Communication ChannelsDettolOriginal hand wash Clean and healthy (family) TV commercials, very active in aircustomer connect drivesInteractive social networkingSkincare hand wash Moisturizer for soft skinSensitive hand wash Mild on skin without irritation (kids)Fresh hand wash Fresh and clean feelSavlon Savlon liquid hand wash Antiseptic and superior protection Promotions mainly in modern trade, Not active in airPalmolive Naturals Family health Removes germs Promotions mainly in modern trade,TV commercials in 2010Aroma liquid hand wash kitchen wash (Housewife)Milk and olive Moisturizer for soft skinSantoor Essential oil Clean, vitamins and moisturizer TV commercial in 2011Promotions mainly in Modern tradethat proposes fragrance and soft skinExtra moisturizing Moisturizer for soft skinGlycerin and apricot pH balanced double protectionFem Fem soft gentle soap (Chandan,Bouquet, Peach, Lemon, Blossom)Clean, soft and fragrance (Housewife) TV commercials stressing on“Enjoy the touch”Lifebuoy Child CareLIFEBUOY Hand wash Primary & Secondary ResearchCompetition Offering in this sub categoriesPrimary ResearchHandwash21%Soap29%NoDifference50%Which is better hand wash or Soap0 5 10 15 20NoYes1810Aware of pH level of your soapNoYesFactor Analysis 32% respondent feel that children needs differentHand wash than adults. Colored foam, excess foam and toy shapedcleansers came out as key points through factoranalysis which will excite kids to wash handsOther Findings70% use soap over liquid hand washPeople feel soap scum is dirty inkitchen & basin.Retailers stock Dettol more than other.Retailer find less loyalty amongcustomer.Except Dettol other players don’tprovide POP and POS materials forpromotionFor Details
  • 7. Target Problem SolutionSmallKids(agebetween3 to 12years)Kids are always reluctant to wash theirhandsAttractive packaging inAnimals/Cartoon shapeAll Hand Washes are not suitable forthe Kids according their PH levelPH balanced LiquidHand WashSome time at the time of washingtheir hand, they may touch their eye,tongue or nose, which is unhealthy &irritatingColored FoamGood fragrances can beaddedTARGET AUDIENCE – Kids (5 –12 yrs), SEC A & B+Focusing onFUN withCOLOR FOAMLifebuoyChild CareInteractive Web Experience for Kids(PROJECT CLEAN)1. Getting children excited about washinghands is one of the best ways toimpact their habits2. Students learn about importance of handwash through fun, interactive games andlessons3. Targeting learners aged 7 to 12, websiteshows children how washing hands wouldkeep them disease free4. Combines kid-friendly illustrations andanimation with engaging, science-basedactivities covering cleanlinessInnovation in ApproachLIFEBUOY Child Care Hand WashColoredFoam
  • 8. LIFEBUOY Child Care Hand WashProduct Price Place PromotionPrice according toMarket standard(bench marking)Premium pricing alsocan be chargedPhase 1(for 3/4months)• Test Marketing to be carried out in limited places(mentioned above) in Metros like Chennai, Mumbai,Delhi, Kolkata only• Sales should be reviewed after 2 months of launchPhase 2(for 6/8months• Taking feedback & analysis of phase 1, Lifebuoy ChildCare HW can be launched in Tier-1 and Tier 2 citieswith wider promotional activity.• In Phase 2 company should focus on high awareness.Phase3For next 1year• It is final phase of launch, where Tier 3 cities can betargeted and Mass media promotions can be done.• Company should focus on distribution and productavailability.TEST MARKETING1.Pre nursery Schools like Kid Zee, other Privateand Premier Schools2. Associated with SPELL B type of competitions3.Activities in mall – near Gaming Zone experientialmarketing, samples, trial usageLaunching StrategyCommunication StrategyDistribution StrategyFacebook - Mommy blogs, work-from-home/cooking /domesticlifestyle forums.Handing over ads through blackfilms in carsScalabilityIn the long run, Company can increase the portfolio of Child Care Hand Wash according todifferent fragrances, colors and design ofthe bottles (Animal Series/CartoonSeries/Super Heroes)1.Magazines likeTinkle, chandamama, champak2.Advertisement on School buses3.Placing Child Care Hand wash posters, mirror stickers inSchools4.Giving kids labels, bookmarks5. Standees and print ads in POPHUL can leverage its very strong distribution channel.But for hand wash category HUL should have to focuson MTOs and retails chain stores.
  • 9. http://www.ijdvl.com/article.asp?issn=0378-6323;year=2001;volume=67;issue=6;spage=290;epage=291;aulast=Tyebkhanhttp://articles.timesofindia.indiatimes.com/2007-08-18/science/27959525_1_soap-brands-dry-skin-aloe-verahttp://www.revistafarmacia.ro/20101/issue12010art03.pdfhttp://www.indianpediatrics.net/nov2010/959.pdfThank YouFinancialsSourcesIndividual Activity Budget (INR)Squish Promotion 19.2 LakhPH Meter 11.1 LakhHands Off 26.8 Lakh!0 seconds Challenge 32.4 LakhLifebuoy Child Care HWPromotion19.9LakhSources : Advertisement Tariff)FM Radio : Radio Mirchi and AIROOH : Live Media and OOHBillboard : Mac media, Bright Outdoors, Reckon

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