A presentation on promoting the lizol brand in Bangladesh

2. CLEAN SWEEP
LIZOL RANGE
Disruptors

3. Integrated Marketing Communications
Instructor:SaniaMahmood
SL# TEAM MEMBERS ROLL BATCH
1 Md Musabbir Hussain 14
63D
2 Abu Bakor Siddik Rabby 20
3 Md. Golam Muktadir Asif 26
4 Mamur Nur Amin Chowdhury 89
5 Md Anisul Islam 17
62E
6 Kazi Bahalul Jalil Sinha 37
Group
Distrupters

4. The IMC Planning Process – Communications
Research
4
Communications
Research
Target Market Positioning Objectives
IMC Components
Budget
Source: Clow & Baack, Integrated Advertising, Promotion and Marketing Communications, 2018

5. What is Lizol
• A multi surface Disinfectant
• More Powerful than ASLs
• More powerful and effective than bleach and phenyl

6. Surface Disinfectant Market In Bangladesh
• Most people not that bothered about high level germ
protection
• ASls and detergents are enough for most people
• Lots of players with almost the same value proposition

7. Direct Competitors
● More or less the same value
propositions as Lizol
● Competes for nearly the same
segment
● Some from big brands, others
quite normal

8. Indirect Competitors
● Different Class of products
● They are the main competitors of Lizol and dominate Lizol’s
market
● They include ASLs like Dettol which are not primary created as
surface cleaners but still get used for it by the market due to its
reputation and long standing popularity
● Also, there are cheaper alternatives like Hexacil and Phenly
which attracts the cost sensitive markets
● Many also use detergents as it gives the illusionn of cleanliness
with no gern killing benefit

9. Problem Summary
After Covid
sales
plummeted
Differentiating
Lizol from
antiseptic liquid
Market share
losing
Unconventional
Products
Less
Awareness

10. IMC Solution Map
Women Centric
Programs like
serials, Reality Show
etc
Media Vehicles
The Big
Campaign
Idea
Advertisement,
Consumer Promotion,
Trade promotion,
Alternative Marketing
TV, Newspaper
FB, Youtube
ad
Awareness
Campaign
Media
Awareness
Campaign IMC
Tools
Calculation
of ROI

11. 01
Awareness
02
03
04
Desire
Interest.
Marketing Funnel
Action.

12. 01
Awareness
02
03
04
Desire
Interest
Marketing Funnel
Action.
}
Our
Campaign
will Covers

13. The IMC Planning Process –
Communications Research
13
Communications
Research
Target Market Positioning Objectives
IMC Components
Budget
Source: Clow & Baack, Integrated Advertising, Promotion and Marketing Communications, 2018

14. SEGMENTATION

15. Demographic Segmentation
FEMALE(25+) COUPLE COUPLE WITH BABY

16. Demographic Segmentation
Upper Class
Upper Middle Class
Middle Class
A
B
C

17. Geographic Segmentation
URBAN

18. Psychographic Segmentation
QUALITY
CONSCIOUS
FAMILY
ORIENTED
SEEKING GERM
KILLING
SOLUTION

19. The IMC Planning Process
19
Communications
Research
Target Market Positioning Objectives
IMC Components
Budget
Source: Clow & Baack, Integrated Advertising, Promotion and Marketing Communications, 2018

22. Current Positioning
Lizol is a disinfectant surface cleaner that
eliminates odors. Kills viruses, bacteria, mold,
and mildew.

23. Problem with Current Positioning
Lizol is a disinfectant surface cleaner that
eliminates odors, kills viruses, bacteria, mold,
and mildew
‘Surface’ is not too much of a familiar term
with Bangladeshi people
Puts it into the category of any cleaning agent
(soap/ detergents)

24. New Positioning
Lizol is a floor disinfectant of choice for health and
family conscious people that makes the floor of their
house free from viruses, bacteria, mold, and mildew
and keeps their family away from disease and infection
free because Lizol is build with best quality materials,
tested in laboratories, recommended by health
professionals and is from the house of Rekitt – a world
leading brand in consumer hygiene, health and nutrition
products.

25. New Positioning (In short)
Lizol is a floor sanitizer that makes the floor of
your house free from viruses, bacteria, mold,
and mildew and keeps your family disease free.

26. The IMC Planning Process – Objectives
26
Communications
Research
Target Market Positioning Objectives
IMC Components
Budget
Source: Clow & Baack, Integrated Advertising, Promotion and Marketing Communications, 2018

27. Communication Objectives
⮚ Increase awareness about Lizol (association with
floor cleaning)
⮚ Enhance positivity around the brand
⮚ Establish Lizol as the first floor disinfectant on the
top of the mind of the TG
⮚ Change attitude and knowledge of customers
about Lizol
⮚ Influence purchase decision
⮚ Encourage repeat purchase
⮚ Establish (increase) brand equity
⮚ Increase sales and market share

28. The IMC Planning Process – Objectives
28
Communications
Research
Target Market Positioning Objectives
IMC Components
Budget
Source: Clow & Baack, Integrated Advertising, Promotion and Marketing Communications, 2018

29. The Big Idea
জীবাণুমুক্ত ফ্লার,
সুস্থ পররবার।

30. Traditional Channels

31. Overview of the current TVCs and Campaigns
Product Name Tagline/ Variant
Value
Proposition TG Purpose Where to Use Link
Lysol Disinfectant Spray A trusted standard for protection
Help keep your spaces
protected and your
business strong.
Workplace owners How to use
Office Door Handles, Floors,
Staircase Railings, Washroom
Faucets etc.
https://www.youtube.com/wat
ch?v=S3hgBgwWjKo
Lysol Multi-Purpose Cleaner Clean and Fresh Multi-purpose Cleaner Families How to use
Kitchen Counter, Door Handles,
Staircase Railings, Washroom
Faucets etc.
https://www.youtube.com/wat
ch?v=Nxe1Rb0YBDY
Lysol surface cleaner Safe to touch Surface Cleaner Families with Toddlers
Functionality Floors.
https://www.youtube.com/wat
ch?v=Yeao2NkrnLI
Lysol 3 in 1
Surface Cleaner Functionality
https://www.youtube.com/wat
ch?v=uvp2x8HVIew
Lysol surface cleaner 10x cleaning &
germ killing
More than a floor
10x cleaning & germ
killing
Families with elders
and toddlers
Urgency of a clean floor Indoor Floors
https://www.youtube.com/wat
ch?v=Sr1BjJhsrY8
Lizol Surface Disinfectant Cleaner Health of Home
Surface Disinfectant
Cleaner
Families Functionality Indoor Floors
https://www.youtube.com/wat
ch?v=8bkb4ayPtpg
Lizol Disinfectant Surface Cleaner ঘররর সুরক্ষায় আপনার আস্থা
Protection from 100
Types of Germs and
Stains
Families with elders
and toddlers
Urgency Indoor Floors
https://www.youtube.com/wat
ch?v=Zb9CuzYGZhE
Lizol Bangladesh
ধুর া বার থাকরব বাইরর, াইয
যখন থাকরব ফ্েতরর
Protection from 100
Types of Germs and
Stains
Families Functionality Indoor Floors
https://www.youtube.com/sho
rts/HkOGGq5Oaaw

32. Overview of the current TVCs and Campaigns
What Lysol wanted people to perceive:
● Core Message: Germ Killing Ability
● Consistent Factors of All Communications:
○ Logo of Lysol
○ Ability to Kill 99.9% Germs of the surface
• Other Factors:
• Where to use
• How to use
• Why it actually matters
• For whom it actually matters
• Lack of TVC in Bangla

33. ● Emotional Touch made relevant by showcasing the toddlers
and the elderlies
● A complete Bangladeshi Production
● Inclusion of Bangladeshi performers in the their
communication tools
● Urgency of a clean floor
● Even the urgency of a clean floor and surfaces in workplaces
may take place
● More story based TVCs
Proposed Celebrity Association
Image: Mostofa Sorwar Farooki & Nusrat Imrose Tisha
What More Can Be Done

34. Traditional Campaign
● Sample Advertisement on Newspaper

35. AV 1
Creative brief: The purpose of this communication message
is to convince the Working, Smart, Busy mom that though
the mom can’t look after the baby all the time because of her
busy schedule, but Lizol all the time keeps the baby
protected from infection from the infected floor. This will
raise consciousness to the TG about disinfection of floor and
using Lizol and increase market share.

36. AV 1
Big Idea
The mom (doctor) soliloquies to herself that
she saved so many patients in their critical
moment of their life. But for being insanely
busy she can not take care of her baby, how
the baby passes her day by playing around
inside the house. Here, Lizol helps her by
keeping the floor disinfected and thus plays a
dependable role.

37. AV 1
Message Strategy: Advertising appeal Executional framework Source
Emotional
Reliability
Security
Protecting loved ones
Storytelling Typical Persons
Affective:
Resonance
and Emotional
Cognitive

38. AV 2
Creative brief 2: The purpose of this communication
message is to demonstrate to the housewives how to
effectively disinfect the floor. This will raise awareness and
brand salience and remove misconception of using Lizol and
increase market share.

39. AV 2
Big Idea
The neighbour to the next door come to visit
the home and finds the house full of
fragrance. She get amazed and asks the host
which room spray she uses. The host says
that she uses Lizol floor disinfectant which
has 4 different flavors and if it is used in right
manner then the floor not only becomes
disinfected rather the whole house gets
fulfilled with sweet smell.

40. AV 2
Message Strategy Advertising appeal Executional
framework
Source
Demonstration
Aspirational/
Snob
Cognitive Celebrity

41. AV 3
Creative brief 3: The purpose of this communication
message is to show the households that only following basic
health rules is not enough if the floor remains infected and
Lizol can help disinfection of the floor. This will raise
consciousness to the TG about disinfection of floor and using
Lizol and increase market share.

42. AV 3
Big idea
While the child was taken to the doctor the parents
describe to the doctor that they tried every way like
avoiding unhygienic food, wearing masks but still
the child got infected. The doctor says until the
floor is not disinfected the house is unsafe from
viruses and bacteria. Using Lizol can ensure the
health safety by disinfecting the floor effectively.

43. AV 3
Demonstration
Cognitive
Fear
Reliability
Security
Protecting loved ones
Authority
Message Strategy Advertising appeal Executional
framework
Source

44. • This AV shows a sequence of activities like
people coming on a floor with dirty feet,
putting shopping bangs of raw foods on it,
babies and other members are bringing dirt
and other germ-ridden particles on the floor.
• Each time such occurrence happens, a voice
from the background would say “ফ্েকারত পাররবন
না”.
• Then, a person will come to the front smiling
and say, “আপনার ফ্লারর জীবাণুর আসা ফ্েকারত
পাররবন না। রকন্ত, Lizol ঠেকই পাররব আপনার পররবাররক
ফ্লাররর জীবানুর আক্রমণ ফ্থরক বাাঁচারত. কারণ Lizol
হরে বাাং ারেরের সবরচরয় েক্তক্তো ী ফ্লাররর
জীবানুনােক। ”.
• Th AV ends with the big idea message
“জীবাণুমুক্ত ফ্লার, সুস্থয় পররবার।”
AV 4

45. Advertising Appeal
Fear
Emotional
Reliability
Security
Protecting loved ones
Executional
Framework
Storytelling
Informative
Tone of voice:
Informal and assertive
Message Strategy
Cognitive: Preemptive
Affective: Resonance and
Emotional
Source
Celebrity
(Characteristics :
Likability and
trustworthiness)

46. Digital Channels

47. Awareness
Consideration
(Engagement)
Consideration
(Influence)
Website (Corporate) ✓ ✓
Facebook Page ✓ ✓ ✓
Search Engine
Marketing
✓ ✓
Website (e-commerce)
Facebook Group ✓ ✓
Influencer Marketing ✓ ✓
YouTube ✓ ✓
Snapchat ✓ ✓ ✓
LinkedIn ✓ ✓ ✓
Google Business ✓
Digital marketing strategy for Lizol

48. Specialty Campaign
Souvenir Item (Ex: Calendar)

49. OOH
&
IN STORE

53. জীবানুমুক্ত ফ্লার, সুস্থ পররবার

54. 1302

55. নিবেনিত

56. A short film that will depict the
necessity of disinfected floor for
a family and place Lizol in the
narrative.
Branded Content

57. Product Placement
Lizol will be put on the
tables of doctors with a
Flower Tub saying
“জীবাণুমুক্ত ফ্লার, সুস্থয়
পররবার” to create need
and credibility among
their visitors.

58. New product recommendations – Lizol Mini
Perks of introducing:
• Opportunity to increase POS
reminder and sales
• Can be used as dangling products to
cue customers to buy Lizol
• Increased HH penetration
জীবাণুমুক্ত
ফ্লার
মাত্র ৫
টাকায়

59. Consumer Promotion

62. BABY SHIELD
FLOOR CLEANER
Designed to destroy germs known to cause diseases in
children
Sub-Branding

63. ASLs and
detergent are
adequate for
keeping floors
germ free where
my baby crawls
and plays
Customer Conversion Model: Current
Current
Uses ASL and
detergents to
clean floor where
small babies crawl
and play
Think, Feel
and Behave
Do
Lizol Baby Shield is
specifically designed
to protect toddlers
from germs in the
floor. Since, it is only
focued on this area it
much be better than
the rest
Buys and uses lizol
baby shield to
keep the area
where the baby
plays and crawls
and plays clean
Desired Triggers
• No product
talks
specifically and
only about the
health of
toddlers
• Baby imagery
and shared
concern for
parents
Barriers
• Unawareness
about Baby
shield
• Thinking that
ASLs and
detergents are
enougn to kill
most floor
germs

64. Root Strength
Lizol Baby shield is more powerful than ASL in terms of killing germs on the floor
Competitive Environment
Lots of products with Lizol’s germ killing
ability but no focused packaging and
marketing on Toddler protection
Target
Upper Class mothers who are very conscious about their
toddel’s health and development
Insight
Target is okay with ASL, water, detergent for her child’s safety. Not that bothered about germs. Only by raising
target’s fear regarding her/his toddler can target be easily channeled towards buying a different product.
Benefit
Gives mother peace of mind
that she is using a dedicated
product to protect her toddler
and ensuring his/her safety
Discriminator
It is the only product of its kind that
shares concern specifically about
toddlers. Other products have no
focused concern in this area
Values, Beliefs and
Personality
It is a wise protector and
guardian of children
Reasons to Believe
It has the ability to kill 99.99% of all germs that
can cause harm to children. It only focuses on
baby so there must be something special
about it. Plus it costs a bit higher than the other
products so there must be something in it.
Essence
Lizol baby shield
obsessively protects
your toddler and keeps
you tension free
Brand key Statement for Lizol Baby Shield

65. Changes
• Product is just the same Lizol
without any actual changes
on its chemical properties.
• It is pure marketing and
copywriting gimmick

66. New Packaging
• Focus on baby imagery with protective
field around it
• Lizol brand name in small with baby
shield name in big
• Designed to grab the attention of
concerned mothers or couples shopping
• Package contains warnings about
germs that can cause serious infections
to small children and their impact on
their development
BABY SHIELD
FLOOR CLEANER

67. New Advertising
• Mostly focused on social media
• AVs and post ads on social media
• Highlights the sorts of illness and
infections and children can get from the
floor and how they can affect their
development
• Taps into the fear of concerned parents,
especially mothers.

68. Target Market
Demographic
Age-25-40
SEC-A, B
Female and couples with toddlers
Geographic
Area-Urban
Behavioral
Uses ASL, detergent or only water to
clean floor
Psychographic
● Very Concered about the well fare
of her child
● Maybe a job holder and so a sick
child is a big headache
● Believes ASLs and detergent are
enough for floor cleaning and germ
protection
Motivational
Wants to be seen as a successful
mother/parent who has managed to nurture
and give her children a good and healthy
life
Sources of Info:
Social Media
Friends and family
Newspapers
Outside advertisement
Websites
Television
App advertisement
OTP sites advertisement

70. AV for Baby Shield
• A women is seen smiling and playing with her toddler
• The toddler is suddenly sick with fever
• He is taken to a female doctor. Doctor says that probably the child
has an infection probably from germs on the floor. She understands
as she also has a toddler.
• Doctor tells her that children's immune system are not well developed
and so they are prone to diseases. Also, many infections can affect
the well development of the child later on
• Mother tells the doctor that she uses ASls to clean the
• Doctor tells her that ASLs are not enough to kill all the germs on the
floors, in fact it is a gross misunderstanding among people that they
are enough. Suggests her the new lizol baby shield which can kill
almost all the germs that can cause disease and infections to babies
Areas: Chorki, Youtube, Facebook

71. BABY SHIELD
FLOOR CLEANER
Designed to destroy germs known to cause serious
diseases in children
Is your child safe?
Children are more susceptible to infections as
their immune systems are not fully developed.
Children who crawl on floors are especially
susceptible to infections as floors contain many
germs. Normal ASL's cannot kill a large portion of
these germs. Lizol's Baby Shield Floor cleanr is
specially designed to destroy 99.99% germs that
causes diseases in kids.
Get One At Your Nearest Store
Facebook
Post
Areas: Facebook, YouTube, Shopping Carts, Shopping shelves, trolleys, Posters in
Baby Shops, childcare units Hospitals

72. Pointers
● This is an experimental product to become the market leader in a new category
where other brands are not focusing and cut through the clutter.
● Advertising should be kept low and response monitored closely to see the impact.
● Based on feedback advertising frequency and scope should be increased.
● Highly targeted ads should be used to target mothers and couples with toddlers who
have the disposable income to buy a higher priced disinfector

73. Thank You