NAZISH SOHAIL BBA HONS
SHAHBAZ CHAUDHRY BBA HONS
M USMAN AKRAM MBA PROFESSIONAL
KHURRAM SALEEM MBA PROFESSIONAL
SIR KAMRAN SAEED
HAJVERY UNIVERSITY LAHORE
My first and foremost humble and gratitude to “ALLAH” the
almighty for giving me the valor to remain dedicated to
make this audit report.
Apart from it I take the opportunity to acknowledge the real
First, we would like to thank SIR KAMRAN SAEED, for his valuable
support and encouragement which he has offered. His words
of wisdom will always be remembered, and we are convinced
that the knowledge of marketing that he has imparted would
go a long way and helping us all through our professional
Secondly to SAAD MUNAWAR KHAN, assistant brand manager,
safeguard Procter & gamble, Pakistan, he have provided us
with valuable information which helped us a lot in completion
of this project
Praise to be Allah Almighty, the one testing us all at all times and
making decisions about what we don’t know and can’t know.
Today it is impossible for a common man to run a business
especially in this period of competition. This situation demands
energetic, duly qualified experienced business administrators
who could meet the challenges of this age of modernization.
HAJVERY UNIVERSITY produces management specialists fully
aware of the ins and outs of the business management, and
capable of meeting the challenges of modern business
The scope of the project is to discuss the marketing strategies
adopted by P&G Pakistan, applied on its brand Safeguard. From
the last month or so our group is in a process of continuous
research on marketing functions and strategies adopted by
P&G. These marketing functions mainly include the marketing
mix i-e, Product strategy, Pricing Strategy, Promotional tools and
strategies and Placement & Distribution strategy as well as other
Moreover the project also discusses the analysis of competition,
market growth & trends, opportunity analysis and strategies for
creating competitive advantage adopted by P&G Pakistan.
We will like to add that the project will provide the readers and
the listeners’ very high profile information about the marketing
strategies as a whole and also about the organization Procter
and Gamble. In the end we hope that the project will result very
profitable both for the readers and Safeguard Soap. Your
feedback in the end either critical or substantial will be highly
• Population: 176,242,949 (July 2009 est.)
• Growth rate: 1.828%
• Birth rate: 27.74 births/1,000 population
• Death rate: 8 deaths/1,000 population
• Net migration rate: -1.24 migrant(s)/1,000 populations
• 0-14 years: 37.2% (male 33,739,547/female 31,868,065)
• 15-64 years: 58.6% (male 52,849,607/female 50,378,198)
• 65 years and over: 4.2% (male 3,475,927/female 3,931,605)
POPULATION : 176,242,949 (July 2009 est.)
Children: 37.2% (65607612)
Adults :62.8% (110680572)
children equity: 60% (14643619)
adult equity: 40% (27802960)
TOTAL TARGET MARKET: 42446579
Soap is a major consumer able item and there is a huge
demand and potential in this market particularly the anti –
bacterial segment. The anti bacterial market segment has
grown year on year by more than 7 % percent due to
increased consumer awareness and education on the benefits
of anti-bacterial soaps. As a result, the pie is growing bigger
Some uncontrollable situational factors that are faced by the
Proctor & Gamble and Safeguard soap are as follows,
Demand: Although the demand for P&G products is very high
but when we talk about the demand of the Safeguard soap
the demand is growing in the antibacterial category. The
market share of Safeguard soap is more than 15 % in Pakistan
out of the Rs 21 billion soap market.
Competition: today; two brands are directly competing
Safeguard (P & G); Dettol (Reckitt Benckiser) and lifebuoy
Legal/political: these are the uncertainties that are extremely
variable in the political conditions of Pakistan. Constant political
instability does affect the company in terms of building new
relations with new governments all the time.
Social and Cultural factors: the company has to be very
careful in the implementation of its promotional campaigns,
since the social cultural environment of Pakistan is very
conservative and any suggestive advertisements usually face a
lot of negative reactions on the part of the consumer.
Other factors: like the government regulations and
technological advancements have had no significant effect
on the product and the company.
Procter & Gamble Pakistan, headquartered in Karachi,
commenced operations in Pakistan in 1991. Our goal was to
become the finest global consumer goods company operating
locally in Pakistan. To fulfill this goal, we are serving Pakistani
consumers with 12 high-quality brands locally that strive to
make everyday lives better.
With commitment came growth, and in 1994 we acquired a
soap-manufacturing facility sprawling seven acres of land at
Hub, Balochistan. In 2002, the plant tripled its soap-
manufacturing capacity with an investment of $3 million. In
2004, with an initial investment of about half a million U.S.
dollars, a PUR facility was set up with a production capacity of
50 million sachets of the water purifier annually. The P&G Hub
plant is the single plant that produces PUR globally. Today, the
Hub plant is equipped with state-of-the-art manufacturing
technologies and quality assurance processes and systems,
reflecting the company's values of safe, hygienic and ethical
P&G Pakistan headquarters are consistently upgraded to the
company's progressive values. Investments of $1 million and a
recent $600,000 investment have taken place in the work-
space environment to date. The P&G Pakistan head office
today hosts high-speed digital networks and advanced systems
As a company with vast global experience, P&G always has
believed in the potential Pakistan has as a country. Since 1989,
the total amount invested by P&G Pakistan in assets, working
capital and market development has exceeded Rs 6 billion. In
addition, Procter & Gamble contributed Rs 3.1 billion to the
national exchequer in the form of taxes and duties during 2005
and 2006, increasing 13 percent over the previous year.
P&G has attracted outstanding individuals since the day it
began operations in Pakistan. The company employs more
than 257 people and creates more than 4,000 jobs indirectly in
Pakistan, 99 percent of which are held by Pakistanis. All this
makes P&G a more locally focused company.
Facts about P&G Pakistan
• Procter & Gamble started its operations in Pakistan in 1991.
• P&G Pakistan is headquartered in Karachi.
• P&G Pakistan has reinvested over $100 million in Pakistan
within the last 12 years.
• P&G Pakistan has invested 63 million dollars over the last 5
years in terms of capital, marketing and training.
• P&G Pakistan has contributed close to 7 billion rupees to the
Pakistani government's revenues over the last 5 years in the
form of sales tax, customs and excise duties.
• P&G Pakistan creates more than 4,000 jobs in Pakistan. 99%
of the jobs that P&G Pakistan creates in Pakistan are held by
• P&G Pakistan owns a sprawling 7-acre land manufacturing
facility at Hub, Balochistan, which manufactures Safeguard
and Camay soaps. A recent 5 million dollar investment has
tripled the plant's capacity.
• P&G Pakistan runs several social marketing programs in the
field of education and health. These programs benefit more
than 3 million people annually.
We will provide branded products and services of superior
quality and value that improve the lives of the world's
consumers, now and for generations to come. As a result,
consumers will reward us with leadership sales, profit and value
creation, allowing our people, our shareholders and the
communities in which we live and work to prosper.
“Be, and be recognized as, the best consumer products and
services company in the world.”
P&G is an American Global Corporation based on
manufacturing a wide range of consumer goods. It was
born on October 31 1837 , headquatered in Cincinnati,
As of 2008, P&G is the 6th largest company Market
capital, 14th largest by profit and 6th in Fortunes most
admired companies list.
P&G offers a variety of brands. P&G’s existing products
grow through innovation and renovation while
maintaining a balance in geographic activities and
The Company's priority is to bring the best and most
relevant products to people, wherever they are,
whatever their needs, throughout their lives.
P&G’s products are found in almost every product category.
Following are the list of brands served in Pakistan:
Ariel Fabric cleaning and care at its best.
A moisturizing bar soap enriched with perfumes
of French inspiration that leaves your skin feeling fresh, soft and
Olay® offers an array of skin-care and personal cleansing
products that provide multiple benefits designed for women of
Always® offers great protection throughout your
menstrual cycle to help you live life to the fullest — without
We strive to bring innovation, inspiration and
enjoyment to people's everyday lives through our intelligently
innovated, intuitively designed and carefully crafted products.
Crest® toothpastes, toothbrushes, whiteners, flosses and rinses
create healthier, brighter smiles every day.
Whether you're monitoring a human heart,
photographing outer space with an IMAX® camera or simply
taking a few snapshots at home, depend on Duracell®.
ESCADA is an international mark of luxury,
elegance and quality, a signature recognized around the
globe for products of the highest standards.
The ESCADA brand stands for happiness in life — "Joie de Vivre"
embodying a vivacious and glamorous woman, following her
instinct and ambition to make the best of every moment.
Introducing Gillette® Complete Skincare™ — the first line of
advanced dermatologist-tested skincare products made for
men, by the people who know a man's face best. Gillette
Complete is designed to deliver the five signs of noticeably
healthy-looking skin in just 14 days
Head & Shoulders helps eliminate scalp dryness,
itch and irritation, for hair that's 100% flake-free with regular use.
Change your look every season, every day or every
boyfriend? There’s an Herbal Essences that's right for you.
HUGO is different. HUGO is trendy. HUGO is urban.
People who wear HUGO have fun, enjoy life and take risks.
They don't care about rules but live their life on their own way.
Independent, unconventional and modern. Creative people
who are on the move. HUGO is the look and feel of London,
Berlin and New York — the style for individualists.
The world of BOSS is driven by success and
achievement; a modern place, yet defined by the classic
values of elegance and style.
At Old Spice®, we're dedicated to staying up-to-date
on emerging technologies that protect you from odor and
wetness, and keep you smelling great. With our new scents and
constantly expanding line of products, it's no surprise that Old
Spice is a top choice among guys.
For more than 50 years, Oral-B® has produced
the highest-quality dental hygiene products for you, your family
and dental professionals worldwide. Trust the brand more
dentists use themselves worldwide
For all stages of development, Pampers® has
products to help your little one stay clean and comfortable.
From diapers for babies to pants for toddlers, we've got your
child covered — with great fit and a little fun, too. What's more,
parenting advice, child-care tips and activity ideas can be
found online from the experts at the Pampers Parenting
Whether you want to fight frizz, boost volume, or add moisture
for strength and smoothness, Pantene has a Pro-Vitamin
formula that helps hair reach its potential.
* Shampoos, conditioners, stylers and treatments
It's easy to fall in love with the irresistible taste of
Pringles®. But choosing a flavor? Now that's the hard part. With
so many delicious varieties, you'll want to try them all. No
matter which one you decide to pop, one thing's for sure — the
® products offer you delicious filtered water at 1/10th of the
cost of bottled water.
Safeguard® is the No. 1 antibacterial soap
worldwide. Safeguard is designed to provide excellent germ
protection for the whole family.
Vicks® provides temporary relief of coughs and cold or flu
Dunhill caters to the needs of the discerning man,
from formal and casual menswear, to handcrafted leather
goods through to fine men’s accessories, wrist watches,
fragrance, cigarettes, writing instruments, cigars…
PUMA is the original "sport lifestyle" company.
Building on its core sports heritage, it combines the influences of
lifestyle, music and fashion.
PUMA Fragrances capture this character by effortlessly jumping
boundaries — between sport and fashion, cultural influences
and different design choices. We provide both colourful, trendy
propositions for the teen consumer and more sleek-looking
products for young adults
SWOT ANALYSIS- P&G
• Strong financial position
• Large scale of operations
• Strong branding
• Product innovation
• Developing markets infrastructure
• Customer concentration
• Lack of effective distribution in some countries
• Wide range of demography
• Developing markets
• New products
• Increase in prices of raw materials
• Uncertainity in the economic conditions
• Intense competion
• Unfavorable business laws and political unstability
SAFEGUARD® IS THE NO. 1 ANTIBACTERIAL SOAP
WORLDWIDE; IT IS THE ONLY BAR SOAP REGISTERED WITH
THE FDA. SAFEGUARD IS DESIGNED TO PROVIDE EXCELLENT
GERM PROTECTION FOR THE WHOLE FAMILY.
SAFEGUARD, LAUNCHED IN 1995 BY PROCTER & GAMBLE
HAS SET NEW STANDARDS FOR DEFINING "HEALTH &
HYGIENE" IN PAKISTAN. IT IS AN ANTI-BACTERIAL SOAP THAT
PROVIDES GERM PROTECTION FOR TWICE AS LONG AS
ORDINARY SOAPS MAKING IT THE DOCTORS' NUMBER 1
RECOMMENDED CHOICE THROUGHOUT THE WORLD. IN
ADDITION TO GERM PROTECTION, IT ALSO CATERS TO
VARIOUS OTHER NEEDS SUCH AS BEAUTY CARE AND
PROTECTION AGAINST SWEAT ODOR.
COMPOSITION AND INGREDIENTS
2. Sodium lauryl sulfate
3. Sodium laureth sulfate
4. Lauramide DEA
5. Glycol distearate
6. Cocamidopropyl betaine
7. Sodium sulfate
9. Guar hydroxypropyltrimonium chloride
12.Tetra sodium EDTA
13.FC&D Red No. 4
14.FD&C Yellow No. 5.
Health Hazards (Acute and Chronic):
Ingestion: May cause mild, transient gastrointestinal irritation
with nausea, vomiting and/or diarrhea.
Eye Contact: May cause mild, transient irritation.
Skin Contact: May cause mild, transient superficial effects
similar to produced by other mild hand soaps. Use on irritated
or extremely dry skin may aggravate the existing condition.
PHYSICAL AND CHEMICAL PROPERTIES
Boiling Point: above 21oF
Vapor Pressure: N/A
Vapor density: N/A
Odor threshold: N/A
Coefficient of water/oil distribution: n/a
Scooped Density: N/A
Appearance and odor: Peach pearlized liquid; sweet smell
Specific gravity: 1.02
% volatile by volume: about 80%
Evaporation rate: same as water
pH (10%): 5.9-7.9
Solubility in water: complete.
Consumer and biz product
Safeguard soap is a fast moving consumer product.
It is an essential good vis-à-vis it’s target market, which is all
households (primarily children) who can afford buying soap
and who want to fulfill an everyday need (primarily bathing)
that provides them and their family with a 100% anti-bacterial
solution – complete protection from all germs/ bacteria and
cleanliness from dirt / grime.
Safeguard soap has set new standards for defining "health &
hygiene" in Pakistan.
Anti bacterial soap
Health and hygeine
BRAND EXTENSION/ PRODUCT MIX:
The seven variants provide an ideal product mix in terms of
consumer needs i.e.
(2 skus – 115 Gms and 70 Gms):
• Pure White: Pure White is the flagship offering of Safeguard signifying the
core benefit of superior germ protection.
• Herbal: Clears and purifies your skin from germs.
• Lemon: Makes you feel refreshed with its zesty smell.
• Menthol: Keeps you fresh in hot weather.
• Aloe Vera: Moisturizes your skin
• Sandalwood: Provides natural care gently.
• Vitamin E: Cleans your skin and makes it smooth
New launch of Safeguard Herbal Soap, which takes the tally of
soaps to six variants.
Unique Proposition that Safeguard Herbal Soap has to offer is:
“The fundamental idea is that ordinary beauty soaps only offer
aspects of beauty but what healthy skin requires is both
freedom from germs and the use of natural extracts; something
only offered by Safeguard Herbal Soap which provides not only
Maximum Protection from germs but also contains Avocado oil
and botanical extracts.”
Product line extension and uses
The product is used primarily for showering / bathing but is also
used for hand washing. A product line extension is Safeguard
Hand wash which is also available under the Safeguard Brand.
Product Life Cycle
Since this is a Fast Moving Consumer Product, the average
product life cycle of this product (if used every day) is 30 days
and 2 years if not in use (if stored in a cool and dry location).
The brand is entering from growth to maturity.
SAFEGUARD- SWOT ANALYSIS
• The brand’s Germ-kill heritage (Triclosan) is seen as strong and
adds on trustworthiness
• Excellent for treating skin irritations, cuts/bruises and seasonal
• Brand comes from a reputable (old) company
• Loyal following of ‘Original’
• dissolves quickly in water
• Leverage the powerful brand equity associated with the
Safeguard Brand to make Safeguard Soap an everyday
• People are becoming more health conscious
• Trusted brand for providing education about health and
• Competition from Dettol and lifebouy
• Economical uncertainity
The packaging makes the brand look expert and modern. This
packaging makes the brand look more contemporary and hi-
tech. It ensures more emphasis on the variants that have
already been a part of the product but never been
communicated to the customer that well. This new packaging
has clearly identified that there is a separate product for each
Safeguard is available in a variety of packaging formats to suit
all consumer needs and consumption occations. Packaging is
innovative to meet the individual needs consumers all over the
The range of formats extends from the individual bar soap (115
Gms)to the family size bar(70 Gms), for in-home and office
The label provides the information like the ingredients, chemical
composition, quantity, logo and the stamp of FDA with lisence
is also mentioned.
Here is a brief description about the antiseptic soap producing
1. Safeguard® is the No. 1 antibacterial soap worldwide; it is
the only bar soap registered with the FDA. Safeguard is
designed to provide excellent germ protection for the
Safeguard, launched in 1995 by Procter & Gamble has set new
standards for defining "health & hygiene" in Pakistan. It is an
anti-bacterial soap that provides germ protection for twice as
long as ordinary soaps making it the doctors' number 1
recommended choice throughout the world.
The market share of safeguard is the biggest in antiseptic soap
category with 22 % share. Safeguard users have the perception
that it is providing them with Continuous Germ Protection,
Gentle on skin, Smells Good, has a easy to grasp shape and the
functional needs portrayed is of an everyday soap with germ
Safeguard is an anti-bacterial soap that provides superior
longer lasting germ protection. Safeguard helps protect your
family from germs which are found everywhere even on
apparently clean surfaces.
2. Dettol soap is a brand of Reckitt Benckiser Pak Ltd and it
has been operating in Pakistan since 1999 after taking
over from Reckitt & Colman. Market share of Dettol soap
in the soap market is around 9% at the end of December
The Dettol soap users have the perception that it is effective in
germ kill with the medicinal smell of Dettol liquid which is used
for Bruises & Cuts, Insect bites, washing of clothes, Mopping of
floors, Shaving, Bathing and Cleansing of skin and used mostly
during summers. Its functional core need is incidental
3. Lifebuoy is one of Unilever's oldest brands. Lifebuoy Royal
Disinfectant Soap was launched in 1894 as an affordable
new product in the UK, to support people in their mission
for better personal hygiene. Lifebuoy soap aims to provide
affordable and accessible hygiene solutions that enable
people to lead a life free from hygiene related worries,
everywhere, regardless of the boundaries of nationality,
religion and socio-economic status. Lifebuoy has a market
share of 15 %. Lifebuoy users see the soap as a decent
quality, affordable germ protection agent containing
carbolic acid as its germ protection agent and its
functional need portrays that it is an everyday soap with
germ protection for the middle and lower middle class.
The target market for Safeguard soap is all households
(primarily Children) who can afford buying soap and who want
to fulfill an everyday need (primarily bathing) that provides
them and their family with a 100% anti-bacterial solution –
complete protection from all germs/ bacteria and cleanliness
from dirt / grime.
Safeguard believes children are potential agents of change
and imparting education on the importance of hand washing
with soap will enable them to adopt healthy habits early in life”
In the mind of the consumer, anti-bacterial soap should have
A product whose core function is to clean skin, making it softer
and smoother, while leaving a feeling of freshness behind.
Good perfume and foam combine to deliver this freshness
The key functional benefit is that it removes dirt, oiliness and
other impurities from skin.
Germs are not top-of-mind for the average consumer, but are
a function of Dirt and disease. Research led us to know that
consumers are largely unaware of the diverse nature of
‘jaraseem’. They just know that Germs (jaraseem) are the bad
guys. They don’t know that there are different types of germs.
Different antibacterial competitors are trying to own a higher
ground by building on already present germ-kill equity. Like
Dettol has given it’s slogan of “Dettol protects against a wide
range of unseen germs, including bacteria and viruses”
While safeguard is focusing on ‘Din Raat Lagataar Tahaffuz’
which is more powerful in the mind of the consumer.
Lifebuoy is following the “germ buster’s” strategy.
• Psychographic Segmentation
• Demographic Segmentation
• Geographic Segmentation
• Behavioral Segmentation
MARKET DEMOGRAPHICS (GEOGRAPHIC, DEMOGRAPHICS,
The target markets analysis of Safeguard soap is:-
Include almost all Urban; suburban; small town; and some rural
areas of Pakistan
– Gender Male; female
Age 18years to 45 years
Age range 5-14 years
Mainly targeting middle class and upper middle class in urban
and sub-urban areas – primarily cities and surrounding areas.
Rural market penetration is limited and is primarily driven
through indirect channels (e.g. Wholesale)
Young housewives and mothers who care about the health
and well being of her family. And educating children about
health and hygiene.
MARKET NEEDS (QUALITY CRAFTSMANSHIP, INNOVATIVE
DESIGNS, CUSTOMER SERVICE)
P&G is conscious of the changing consumer needs and trends
and is constantly conducting market research to assess
opportunities and threats. Quality of the product is the number
1 priority as well as research on new variants. In addition, a new
customer hotline has also been added to get instant feedback
on product use, problems and activities.
The soap market has been most affected by the recent sky
rocketing price of palm oil which is the primary ingredient of
soap noodles. This has caused the average price of soap
noodles to increase by 20% - 25 % forcing producers (also P&G)
to increase prices of their soap products by almost as much so
as not to put excessive pressure on their margins. This will
undoubtedly result in decrease in soap sales volumes (higher
prices means less consumer off take) as well as disruption in the
market due to several quoted prices of the same product
available resulting in dissonance in the wholesale and retail
markets as well as confusion in consumer buying decisions at
the point of sale.
The overall soap market is growing by 15 % while the
antibacterial segment is growing by 9%. Hence, there is a lot of
potential in the market for growth and additional brand
penetration and brand building.
Based on the competitive analysis, P&G found out that there
are a lot of opportunities which will help the Safeguard soap
capitalize a greater market share. New Safeguard Soap’s
ability to gain real consumer insights, to launch products and
variants that consumers actually want, supported by insightful
advertising that talks to consumers in their own language, are
all vital elements, which will lead to success of Safeguard and
the Safeguard soap as a brand.
• Extensive Market Growth
• Market Penetration and Market Expansion.
• Achieving High Gross Margins
• High Customer Services and Satisfaction
• New Product Development and Entrepreneurship.
STRATEGIES FOR CREATING COMPETITIVE ADVANTAGE
They have developed a very clear image of safeguard soap in
the minds of their target customers.
Health Education is a vital part
• Schools programme needed for success
• Children - powerful +ve change agents in household
OVERALL EXCELLENCE STRATEGY:
P&G is a trusted brand and its products are consider to be best
and of very high quality worldwide. This is a very important
competitive advantage of P&G.
Introduction Growth Maturity Decline
Customers Innovators Mass Market Mass Market Loyal Customers
Competition Little if any Increasing Intense Decreasing
Low levels, then Slow/no annual
Sales Rapid Growth Declining
Strong, then Declining
Profits None Low/none
at peak annually
Overall Strategy Defensive Efficiency
Costs High per unit Declining Low
Product Strategy Undifferentiated Differentiated Pruned Line
Pricing Strategy Most Likely high Lowest Increasing
Distribution Strategy Scattered Intensive Intensive Selective
Promotion Strategy Brand Loyalty Reinforcement
Positioning Against Competitor
Safeguard is positioned as a premium brand which focuses on
children. The children are the focal point for Safeguard soap
educating them about health and hygiene through the famous
commander safeguard series and many other promotional
campaigns. Children are their ultimate focus as compared to
the Dettol soap and lifebuoy, the former focuses on mothers in
the family and later on children.
Positioning In Relation To Product Attribute:
The primary positioning vis a vis product attribute is that
Safeguard Soap has the essence of Triclosan Solution , the no. 1
antiseptic brand in the world trusted by families everywhere for
over a century – which its competitors do not posses. Hence, it
is considered a premium brand in the anti-bacterial segment.
Positioning by price and quality
As Safeguard is a premium brand, it is priced at a premium to
its competitors (Dettol and Lifebuoy). Being premium means
there will be no compromise in quality as the link between price
and quality exists and customer is always willing to pay more for
perceived quality which in the case of Safeguard soap, he/she
CHANNEL OF DISTRIBUTION FOR CONSUMER PRODUCT
There are 2 primary channels of distribution for Safeguard soap:
Distributors and sub distributors:
The company sells the products to its appointed distributors and
sub distributors (+300 all over Pakistan) that are responsible for
the distribution of pre-defined geographical areas who
distribute it further to wholesalers and/or retailers. The retail
distribution is further classified into TOP STORES (TSP’s) which
include all the high profile outlets like al-fatah, HKB, Akbari
stores etc and whole sale comprises of categories of diamond,
gold and silver divided on the based on their average
purchase per month and from here the product reaches the
point of sale for the customer.
Direct Delivery (Key Accounts)
The company provides direct delivery to select large customers
like institutional buyers of key accounts which sell directly to the
consumer (in case of USC and CSD) or to small retailers / end-
consumer (in case of MAKRO / METRO).
INTENSITY OF DISTRIBUTION
P&G has an intensive distribution strategy of the product
through its distributors that cover every geographical area and
who resell onwards to wholesalers and retailers. There is also
direct delivery service to key accounts (USC, CSD, and MAKRO
&METRO). Every available channel is utilized for maximum
distribution and coverage to all the hypermarkets,
supermarkets, general stores, kiryana stores and medical stores.
The company also has in place a RDF (rural development
force) which is covering the rural areas and exploring new
markets for potential market penetration.
These distributors are given clear instructions regarding the
selection of the retailer and to make sure that the retailer;
s knows about the significant characteristics of the product.
k Places the product along with its major competitors like
Lifebuoy (Unilever) and Dettol (reckittbenckiser) .
L displays the soaps distinctly.
They give off and on offers as trade promotion incentives to
their distributors. The distributors contribute to the
promotion of Safeguard by word of mouth.
P&G is using Competitive Pricing approach in order to capture
its piece of cake.
COMPETITIVE PRICING DESCRIPTION
Competitive Pricing is a defensive and competitor-related
approach to pricing. It is a marketing-oriented strategy
whereby prices are set on the basis of the prices charged by
Safeguard soap is priced at retail price of Rs. 38.00 (115 gms)
and Rs. 26.00 (70 gms) which is at a premium of Rs 3 and Rs. 2 to
its competition (Dettol and Lifebuoy).
Discounts and allowances
P&G give a special trade offer on Safeguard Soap of 2% during
the summer season so as to push to product into retail and an
additional discount of 4 % to wholesalers to maximize loading in
the channel and improved distribution when demand
(consumer pull) is maximum.
Geographic pricing strategy
In pricing the seller must consider the cost of shipping. There are
different geographic strategies. But P&G utilizes the uniform
delivering pricing (the same delivering price quoted to all
buyers regardless of their location) for Safeguard Soap.
ADVERTISING AND PROMOTION STRATEGY
Build top of the line consumers' awareness.
B Creating a personality of the brand.
Besides having these general objectives, the advertising
objectives are set avoiding to the advertising strategy for each
To increase the usage.
T Health benefits.
H Antibacterial soap
A Imparts a feeling of freshness-due to fragrance.
I Effectively communicate brand promise.
COMMUNICATION STRATEGY OF SAFEGUARD SOAP
“Position Safeguard soaps range as a preferred everyday use
solution for the whole family”
• Announce new & improved Safeguard soap.
• Protection against a wide range of unseen germs (including
bacteria & viruses).
• Better experience (lather / perfume / feel-on-skin).
• Show all 7 variants of new Safeguard soap.
Almost 135 Advertising agencies exist in market but P&G has
selected IAL Saatchi & Saatchi Advertising Company because of
their outstanding work in Pakistani market.
Safeguard soap is a Rs 2 billion brand annually and so the
marketing budget allocated to it approx 25 % of total Net
revenue, much resources have been allocated to Safeguard
soap marketing efforts, one top example is commander
MARKETING COMMUNICATION METHODOLOGIES
Television is still the primary medium for advertising for
Safeguard soap, and print also forms a crucial part of the
communications strategy. But increasingly campaigns are
integrated across all these communication channels. All
advertisements of Safeguard soap are a blend of hard sell and
soft sell advertising, as all the Safeguard soap advertisements
first show the ingredient it contains and then portray the
emotional benefit for the user which revolves around the
theme of a mother and children in which the children is the one
who influence the use of Safeguard soap. Dr Shaista represents
the brand ambassador of Safeguard Soap
When it comes to advertising, SAFEGUARD prefers TV because
of their philosophy that; “HEALTH AND HYGIENE ALWAYS COMES
FIRST.” Thus TV is the best media, as you can show how
Safeguard soap keeps you hygienically clean and protected
and gives you daylong protection from body odour. Apart from
this, in Pakistan, TV is a strong medium, it has highest reach. Thus
a large part of advertising budget is focused on TV.
Safeguard soap spends around 60 % of the TV advertising
budget on all channels with high rating points like PTV, PTV
WORLD, GEO, ARY, INDUS VISION etc.
Safeguard soap advertises highly in summer season i.e. mid of
the year, as people prefer frequent washes in such seasons to
keep hygienically clean and long lasting protection against
While discussing Safeguard’s advertising strategies we must
keep in mind the commander safeguard series which are very
intriguing for the children.
Commander Safeguard, the first animated superhero of
Pakistan and the mascot of P&G’s brand Safeguard.
Developed by Post Amazers, the largest animation house in
Pakistan and the first with a truly global clientele, the hit series
started a semi-revolution amongst Pakistani kids who just could
not get enough of it.
The character is popular in Pakistan and in Mexico, where it is
known as Capitan Escudo.
Beyond selling a product, the show's mission is to promote
health and hygiene among children.
Till now, 7 episodes (excluding two Independence Day special
episodes) of 15 to 20 minutes have been aired on many
Pakistani TV channels. Its one of the most popular local TV
shows for children in Pakistan.
Apart from Commander Safeguard series P&G has also done some
social welfare programs which can also be considered to be as a part
of its Promotional Campaign.
The Sehat-o-Safai Program, supported by
Safeguard, has educated 2.2 million school
children, ages 5 to 11 and from all
socioeconomic classes, in 8,000 schools, about
better hygiene practices, especially regular
Safeguard Mother Education Program
The Safeguard Mother Education Program
conveys the basic message of health and
hygiene one-on-one to mothers. This year, the program has educated
about 600,000 mothers across the eight largest cities in Pakistan.
P&G's Safeguard team leads Global Handwashing
Day in Pakistan
Safeguard Pakistan School Education
Program Empowering Children with Hygiene Education:
What’s new about this program?
The Safeguard School Program connects with kids in a language that they
understand. This program leverages the animated character Commander
Safeguard as the communication vehicle to make the overall hygiene message
relevant, memorable and engaging for school children. Commander Safeguard
communicates with children in a way that is novel and exciting
The Safeguard School Program promotes
handwashing awareness and brings about habit
change at the grassroots level in Pakistan by
becoming an ally in empowering children with health
and hygiene education. The program has its roots in
the Karachi Soap Health Study (2002) led by the
Centers for Disease Control, HOPE and Procter &
Gamble. The study showed that regular handwashing with soap can reduce the
incidence of diarrhea by up to 50 percent.
In Pakistan, where every year more than 250,000 children die from diarrhea, this
message of handwashing becomes a message for survival.
Partnership with Public Sector Health Organizations to make a difference Health
and hygiene programs are carried out in collaboration with the PMA, the largest
body of doctors across Pakistan, and the IDSP, which is working to create
infectious diseases prevention in Pakistan. These credentialing partners help
Safeguard in recruiting and training doctors and preparing tutorial material
communicated in schools.
Safeguard School Program has empowered more than 5 million school children
between the ages of 6 and 11 years with hygiene education over the last four
years. To date, this program has
covered more than 10,000 schools in 100 cities of Pakistan.
Using a memorable, engaging and child-friendly vehicle – Commander
Safeguard – to spread and reinforce health and hygiene messages is far more
effective with children than standard
Private Sector companies like Procter & Gamble bring unique consumer
understanding and marketing expertise which, if combined with public sector
health organizations, can lead to new
innovative ways to influence hand wash behavior change.
The Safeguard school program has two components:
1. Execution: The objective of the execution component is to spread and
reinforce health and hygiene messages among children across Pakistan in a
memorable and engaging manner. A typical school program day consists of
Safeguard’s team of qualified doctors
visiting schools, where they conduct hygiene tutorial sessions. In these tutorials,
children are taught about germs and how they are spread through casual contact
via a germ visualization demo. They are also taught how to wash their hands
properly through a handwashing demo. This hygiene message is reinforced
Commander Safeguard animated cartoon. Each student is then given take-home
educational material so that they can continue to learn and monitor their hygiene
habits with their families.
2. Reseeding component: The objectives of the reseeding component are to
ensure that health and hygiene learning continues long after the Safeguard team
has completed its health tutorial and to help schools institutionalize this learning
through activities like “Health Days.” A Health Day is the celebration of health
and hygiene organized and led by the schools themselves. Schools have
celebrated Health Days in various ways, among
them drama competitions, debates, singing competitions, art galleries, health
awareness walks, and community cleanliness drives – all organized around the
theme of health and hygiene..
The radio ad has been derived from the TVC with air time on all
mainstream channels in Lahore and Karachi.
The next priority of SAFEGUARD SOAP is Print media. Safeguard
soap has a very aggressive approach in print advertising with
the launch of the new Safeguard soap ads appear in almost all
the leading newspapers around the country e.g. DAWN, THE
NEWS, NAWAI-WAQT etc. the print ad in given below clearing
spelling out the message that Safeguard soap is daily usage
soap for the whole family with a new formulation, which smell
good, feels goods on the skin and is available in 7 different
Safeguard soap also provides additional support by giving
away various consumer promotions to provide the consumer
with the extra value benefit.
Another consumer promotion opportunity as a part of new
product promotion and sampling effort has been carried out at
METRO stores in Lahore and Islamabad where a free soap bar is
being offered on a single purchase of the new product.
INSTORE PLACEMENT STRATEGY
Safeguard soap has also planned an in-store placement
strategy to promote and market their product so to have
maximum visibility to the consumer; they have assigned
dedicated shelves to the product and are also promoting their
product in metro and makro aswell. Their placement strategy is
mainly focused on
Place Safeguard Soap distinctively
Equal or more facing than its Competitors
Place between Lux & other Beauty soaps where Possible.
Build brand block wherever possible.
Various placement strategies are shown below.
Displays in Top Store Program (HKB, AL-FATEH, AKBARI etc) / Top
1000 stores through dedicated shelves so to have maximum
DEDICATED SHELVES AT AKBARI SUPER STORE DEDICATED
SHELVES AT AL-FATEH STORES.
Display at makro and metro stores to provide maximum
availability and visibility to consumer.
METRO STORE, THOKAR NIAZ BAIG MAKRO STORE, RAVI ROAD
As a part of the placement and promotion strategy window
branding is also very important. WINDOW BRANDIND AT AL-
CONCLUSION & RECOMMENDATIONS
We have carefully analyzed all the market strategies adopted
by P&G Pakistan to boost the sales of Safeguard soap.
Although it is the No 1 antibacterial soap in the country and has
captured the market share of 22% but still we find some flaws in
the product for which we are giving the following suggestions:
• P&G, Pakistan realizes the huge potential of the rural
markets, i.e. 64% of the total population, but has not
yet developed a successful strategy to penetrate this
market. They can get success by two key strategies;
firstly, by developing a strong distribution infrastructure
and secondly, by adapting the packaging and pricing
to this market.
• They should set the price of their product in
accordance with their competitor’s price.
• Introduction of smaller bars would be beneficial.
• Designing commander safeguard shaped soap to
make it more intriguing for the children.
• They should change the chemical composition of the
soap because it dissolves in water so rapidly due to the
salts present in its.
• They can add more flavors of aroma in their product.
• The Advertisements should target the entire family
instead of focusing children only..
• They should add information on the bars about its
flavor to help the people for purchase decision.
• Commander safeguard series adds value in the
product from selling point of view. 7 episodes have
been launched till date. They can launch more
episodes of the series to attract the children as they are
their prime focus.