2.  Sakiba Haque 112011104
 Nouman Kawsar 112011074
 Shahriar Arif 112011033
 Mahmuda Ahmed 112011073
 Md.Nadirjjaman 111011131

3.  Lifebuoy is a Famous soap brand in Bangladesh. It
was created by Lever brothers soap factory in 1894.
Now it is a brand of Unilever. Unilever started her
business Bangladesh in 1964 .
 Keya super beauty soap Cosmetics Ltd is one of
the leading cosmetics manufacturing company in
Bangladesh. Located at Jarun, Konabari, Gazipur
covering an area of 28,800sft, the company began
its production in 1997.

4. Topics Lifebuoy Keya
STRENGTH
1.Lifebuoy is the largest health soap
brand in Bangladesh
1.Produce from 100%
vegetable Fat. Its obtain
8% Glycerin of 99.5%
purity.
2.First soap to use carbolic acid, which
gave it a red color and strong, medicinal
scent.
2.Well Known Brand
3. High consumer awareness for the
brand of Lifebuoy
3.Trained and skilled
employee.
4.Most popular soap brand in the rural
market
4.Endorsing popular
programs in television like
“Ittadi”
5.Excellent Marketing 5.Good Network

5. Topics Lifebuoy Keya
WEAKNESS
1.Lifebuoy has lower market in
urban.
1.Keya does not do much
advertisement to increase
their sale
2.Most of the people used it as
hand soap instead of Bath.
2.Keya beauty soap is hardly
available in the market.
3.Only consider making soap of
health care.
3.Weak distribution channel.
4.Initially positioned as a
masculine soap, which was
eventually turned as a family
soap
4.Only consider making soap
of beauty purpose.

7. Middle Class Lower ClassHigher Class
Urban
Sub Urban
Rural

8.  Famous Model
 Endorsing Program
 100% Halal Soap

9. Children Male Female
Higher
Class
Middle
Class
Lower
Class

10.  Plays General people’s Role
 Anti- bacterial Soap
 Health Care

12.  Packaging: Packet of lifebuoy is very attractive.
Lifebuoy use family picture on the upper left side of
the packet.
 Design:.Lifebuoy soap is square shape soap. On soap
surface they use their brand logo with in boundary
which indicates health care
 Quality Level: Quality of lifebuoy is best others
competitor. They use carbolic acid which gave it red
color and strong medical scent.
 Brand Name: Lifebuoy is a brand of Unilever. Unilever
is one of the leading companies in Bangladesh.

13.  Introduction:
 Introduce Bangladesh as a health care soap.
 Targeted Markets are Male female both including children.
 Promoted by Football players and sometimes a person likes
who work very hard.
 Growth:
 Growth rate of Lifebuoy soap was very fast.
 Available in every parts of Bangladesh.
 Distribution and supply channels are very strong.
 Maturity:
 Unilever’s Lifebuoy is now at mature stage. It is doing a
very good business all over the country.

14.  Packing: Keya did not use any kinds of human picture
on their packet. But packet is simply gorgeous. But few
messages are on written packet like a 100% Halal soap
and 100% vegetable fat. After all it is beauty care soap.
 Design: It is oval shape soap. It uses simple design on
the soap. They use their logo on surface of the soap.
 Quality level: The quality of Keya super beauty soap
is very standard. The use vegetable fat made Keya
beauty soap.
 Brand Name: Keya Beauty Soap its sister unit Keya
Cosmetics Ltd. It has a strong brand image in urban
area..

15.  Introduction:
 Introduce Bangladesh as a beauty care soap.
 Targeted Markets are middle class female
 Promoted by using models who are involve in media in
Bangladesh
 Growth:
 Growth rate of Keya super beauty soap was very fast.
 Available in every parts of Bangladesh.
 Distribution and supply channels are very strong.
 Maturity:
 Keya had a mature stage before 4 years. It was doing a very good
business all over the country.
 Decline:
 Keya is now at decline stage. Most of the people switch to new
product. The people are not interest to buy the soap.

16.  Unilever follow the psychological pricing
strategy to set a price. Because of the people
judge the quality of any product by price. So,
Unilever set a price 23 taka for 90g soap. But its
cost is very low than 23 taka. Other hand,
Unilever also follows the premium pricing
strategy. Lifebuoy is high quality product and
it price is high.

17.  Keya also follow the psychological pricing
strategy to set a price. Because of the people
judge the quality of any product by price. So,
Keya set a price 20 taka for 90g soap. But its
cost is very low than 20 taka. Other hand, Keya
also follows the penetration pricing strategy.
Keya supper beauty soap is high quality
product and it price is low.

18.  Lifebuoy is one of the largest ‘Fast Moving
Consumer Goods in Bangladesh’. It has a strong
distribution channel. It follows the Intensive
distribution strategy. Reaching the product at
customer convince. We can get lifebuoy soap in
everywhere.
 Lifebuoy follows pull strategy on channeling and
Marketing decision. They do lots of advertising.
More advertisement as result wholesalers and
retailers are eagerly to stock lifebuoy in their shop
that is why it is available in every shop.

19. Manufacturers/products
Agents/brokers
Retailers
Customers & organizational end users

20.  Keya distribution channel is very strong. It
follows the Intensive distribution strategy.
Reaching the product at customer convince. We
can get Keya soap in everywhere.
 Keya follows pull strategy on channeling and
Marketing decision. Keya do lots of
advertising and promotional activity for
increasing their sells.

21. Manufacturers/products
Agents/brokers
Retailers
Customers & organizational end users

22.  Advertisement: Any paid form of promotion is
advertisement. Lifebuoy do a lot of advertisement.
Lifebuoy invest lots of money for their advertisement.
We can see lifebuoy ads on many promotion sources
like on Newspapers, Television and Magazines etc.
 Public Relation: Communication will be there but
there is no money investment. Public relation is used to
promote product, company and organization etc.
Unilever did public relation to maintain a good
relationship with consumers, electronic media as well
as press media. Unilever’s lifebuoy sponsored football
matches.
 Sales Promotion: If wholesaler buys lifebuoy soap
quantity of 72 then they will get two or three soap free.

23.  Advertisement: At the beginning Keya did a lot of
advertisement on Television, News paper and also
magazine, but now they do not do much
advertisement.
 Public Relation: Keya also did public relation to build
a good relationship with consumers and media. They
sponsored some reality show like ‘Ittadi’. Ittadi is
extremely popular show in Bangladesh. I think it was a
very good idea of Keya to sponsor such a popular
show to promote their product.
 Sales Promotion: If wholesaler buys Keya super
beauty soap quantity of 72 than they will get 12 pieces
of Keya super beauty soap free. Keya is doing this
because of its decline position.