Final marketing term paper

Introduction Of Lifebuoy and Keya super beauty Soap
Lifebuoy is a Famous soap brand in Bangladesh. It was created by Lever brother soap factory in
1894. Now it is a brand of Unilever. Unilever stared its business in Bangladesh in 1964 when its
soap factory was build up at Kalurghat in Chittagong. It has been part of the Bangladeshi
household since the 19th century. Lifebuoy is providing one of the best health care products in
Bangladesh.
Keya super beauty soap offers by Keya Cosmetics Ltd. In the year 1996 as a Private Limited
Company Keya Cosmetics Ltd. has been converted as a Public Limited Company in the year
1999. Initial public offering of shares (IPO) was done in 2001 and the company was listed with
Dhaka & Chittagong Stock Exchange in the year 2001.. Keya 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 with a state-of-art
manufacturing facility and has a strong workforce of 744 people.
Strength
Topics Lifebuoy Keya
STRENGTH
1. Lifebuoy is the largest health
soap brand in Bangladesh
2. First soap to use carbolic
acid, which gave it a red
color and strong, medicinal
scent.
3. Wide portfolio for the
Lifebuoy brand ranging
which includes Soap, Hand
Sanitizer and Hand Wash
4. High consumer awareness
for the brand of Lifebuoy
5. Most popular soap brand in
the rural market
6. Excellent brand which is
reachable to the customer
and wide distribution
7. Excellent Marketing.
1. Produce from 100%
vegetable Fat. Its obtain
8% Glycerin of 99.5%
purity.
2. Well Known Brand
3. Experienced
Management
4. Trained and skilled
employee.
5. Good Network
6. Many Variant (Pink,
White, Lemon and
Green).
7. Endorsing popular
programs in television
like “Ittadi”

8. Good in Advertising scheme.
9. Provide a 100% anti-
bacterial soap for complete
protection.
8. It is 100% halal soap. It
satisfied the need of
Islamic minded people
Weakness
Topic Lifebuoy Keya
WEKANESS
1. Lifebuoy has lower market
in urban.
2. Initially positioned as a
masculine soap, which
was eventually turned as a
family soap.
3. Most of the people used it
as hand soap instead of
Bath.
4. Only consider making
soap of health care.
1. Keya din not do much
advertisement to increase
their sale.
2. Keya beauty soap is hardly
available in the market.
3. Weak distribution channel.
4. Low Brand awareness.
5. Mainly positioned as beauty
soap targeted towards
women, Lack of unisex
appeal.
6. Only consider making soap
of beauty purpose.
Strength Weakness Analysis
Keya super beauty soap, only consider making for beauty purpose and lifebuoy soap only
consider making for health care purpose. Keya’s customers are mainly for female (Above 13
years) but lifebuoy has all types of customers in our country. Keya and Lifebuoy soap both has
many strength and weakness , But we can see that lifebuoy soap has better customer than keya
super beauty soap because lifebuoy offers their product all types of customers other hand Keya
super beauty offers their products only specific customers.

Segmentation, targeting & Positioning of Keya Super Beauty Soap
Higher class Middle class Lower class
Urban
Sub urban
Rural
Segmentation:
Keya group launched a new soap which they named Keya super beauty soap. First they
divide total market into urban, sub-urban and rural people. Then they are divided those
people into three parts higher, middle and lower class. They also had taken two factors
Geographic and Demographic.
Geographic:
 State: Middle class people are the main customers of Keya super beauty soap.
 Regions or cities: urban and sub-urban people.
Demographic:
 Gender: There is no obligation, both female and male can use it, but mainly female.
 Age: There is no age barrier because soap is an essential thing which is required for our
daily use by everyone. So, there is no specific age limit but mainly above 13 years
because this is when both the genders start becoming conscious about themselves.
 Occupation & Income: Consumers purchase pattern largely depends on occupation and
income, which in turn reveals the socioeconomic class of the consumers. Keya is
targeting the lower middle class to upper middle class people.
 Religion: Keya is a100% halal soap, so it also satisfies the need of Islamic minded
people.
 Generation: Keya super beauty soap offers to young, energetic & beauty conscious
people.

Targeting:
Keya is basically targeting the urban and sub urban middle class people which are the largest part
of Bangladeshi population. They are targeting women, who are beauty conscious and they have
introduced lemon soap with deodorants features which both men and women can use. They are
introduced beauty ingredient in their soap. Those people who are conscious about their beauties,
they are buying this product. Their product is use only by the beauty conscious people in our
country.
Positioning:
Keya super beauty Soap Company made their advertisement by using models who are involve in
media in Bangladesh. For example Noble, Mow, Mim, Monalisa ,Tisha are the popular model in
our country, every people in our country know them. They are actors the advertisement of Keya
super beauty soap. Keya super beauty soap creates their advertisement based on young boys and
girls people in our country. They are attracted higher and middle class people by their
advertisement. Keya Company is using a word, which is “beauty”. When people think about
their beauties, they remind the name of Keya beauty soap. Keya beauty soap company follow the
“keep in touch” way of positioning on customer mind such as Ityadi is a popular television
program in Bangladesh. People from every class watch this program. This programs sponsored
by Keya Company when people watch this program, they can see Keya’s add and participation
on this program, such as gift hamper, reward to people who are self-sacrifice in his /her life.
These things are attracted to the people. Appling such a way this groups placing their position on
customers mind.
Segmentation, targeting & Positioning of Lifebuoy Soap
Child male female
Higher class
Middle class
Lower class

Segmentation:
Unilever launched a new soap which they named Lifebuoy. First they divide total market into
higher class, middle class and lower class people. They also had taken two factors Demographic
and Psychographic.
Demographic:
 Gender: There is no limitation; both female and male can use it.
 Age: There is no limit of age because soap is an essential thing which is needed for our
daily use by everyone.
 Occupation & Income: Lifebuoy is dividing the people by their income and occupation.
Psychographic (Consumers Lifestyle):
 Lifebuoy suits in lifestyle of young, energetic & health conscious.
 Also people who look for freshness and purity.
 People who definitely wants the best quality of products at an affordable price.
 People who prefer 100% anti bacterial soap.
 People who want complete protection.
Targeting:
Lifebuoy soap offers their health care product to the higher and middle class people in our
country. Specially those people who are works in uncomfortable place .Such as people in works
on manufacture plan, sports player and school students, they gets freshness and healthy life for
using lifebuoy soap . Lifebuoy are introduced health care ingredient in their soap. Their product
use only health conscious people in our country. Those people who are conscious about their
health care, they are buying this product.
Positioning:
Lifebuoy Soap Company made their advertisement using the actors who are play role of workers,
students, players, jobholders, and mother etc. Lifebuoy soap creates their advertisement based on
all types of people. Lifebuoy soap do lots of advertisement in media and other ways. Their
advertisement represent of all types of people position. All time lifebuoy soap is using a word
with their advertisement, which word is “Health care”. Every people are serious about their
health. When people think that they live a healthy life, they remain the name of lifebuoy soap.
Thus things are attracted to the customers. Such way lifebuoy soap came into customers mind.
They were taking position on customers mind.

Compare analysis of STP (Segmentation, targeting & Positioning):
Keya super beauty soap divides their total market into urban, sub-urban and rural people. Then
they are divided those people into three parts higher, middle and lower class. They focus on
middle class beauty conscious people. Other hand lifebuoy soap divides total market into higher,
middle, lower class. They focus on higher and middle class health conscious people. We can see
that area of lifebuoy soap is greater than Keya super beauty soap. Keya super beauty soap
targeted urban and sub-urban middle class people. Other hand lifebuoy soap targeted higher and
middle class all types of people. Lifebuoy soap target area is huge than Keya super beauty soap.
Keya super beauty Soap Company made their advertisement by using models who are involve in
media in Bangladesh. For example Noble, Mow, Mim, Monalisa ,Tisha are the popular model in
our country, every people in our country know them. But Lifebuoy Soap Company made their
advertisement using the actors who are play role of workers, students, players, jobholders, and
mother etc. Lifebuoy soap creates their advertisement based on all types of people. Lifebuoy
soap do lots of advertisement in media and other ways. Their advertisement represent of all types
of people position. Keya super beauty soap taken position on customers mind such a way of
advertising, endorsing program ittadi, keep in touch way and using word “beauty”. Lifebuoy
soap taken position on customers mind such a way of advertising. Positioning on customers mind
of Keya super beauty soap is better than lifebuoy soap.
Summary
Product: Product is a brand or name. It could be tangible something. Anything could be product
which can be satisfied customer need. Product has different features. It may have different
shapes it could be colorful or dim. Product includes few things. Sometimes a person could be a
product and a place can be a product like zoo and measure. Service is an intangible product-Bank
service. Hospital services etc. Tangible products are FMCG (Fast moving consumer goods)
Price: The amount of money charged for a product or service, or the sum of the values that
customers exchange for the benefits of having or using the product or service. Price is the only
element in the marketing mix that produces revenue; all other elements represent costs. Price is
also one of the most flexible marketing mix elements.
Distribution: Distribution is a very important thing for marketing mix. Product distribution (or
place) is one of the four elements of the marketing mix. Distribution is the process of making a
product or service available for use or consumption by a consumer or business user, using direct
means, or using indirect means with intermediaries.
Product strategies of Lifebuoy Soap

Level of Product Life buoy Soap:
Packaging: Packet of lifebuoy is very attractive. Lifebuoy use family picture on the upper left
side of the packet. The picture represent that family members are live a happy and healthy life by
using lifebuoy soap.
Design: Design of lifebuoy soap is quite good. Lifebuoy soap is square shape soap. On soap
surface they use their brand logo with in boundary which indicates health care. It has its own
logo; it is very similar to plus sign. Actually it indicates medical care sign. And important thing
is the name lifebuoy is itself is a logo.
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. It has huge distribution all over the Bangladesh. It has also strong brand image in
rural area. It lunched as a carbolic red soap.
Product life cycle of Lifebuoy Soap:
Introduction:
 Lunched 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.
Product Classification: Classification is most important for consumer products lifebuoy soap is
convenience because we are buying frequently and immediately. Its price is low. It has many
purchase location. We can buy lifebuoy soap any soap. Almost every shop found in Lifebuoy
Soap
Pricing strategies of Lifebuoy soap
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.
Distribution strategies of Lifebuoy Soap
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. Price of the lifebuoy is reasonable
but using purposes are different though all types of customer have lifebuoy. Though it has strong
competitors like Dettol still it has many market shares around the country. People from rural area
cannot even think of buying anything without Lifebuoy.
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. Specially, young generations are ready to
buy Strong Brand product from anywhere.
Distribution channel of Lifebuoy Soap:
Product strategies of Keya Super beauty Soap
Level of Product of Keya Super beauty soap:
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. Middle class people use Keya super beauty soap Keya is a well known brand
Manufacturers/products Agents/brokers Retailers
Consumers and
organizational end users

name. Most of the people are know this brand name. Keya using their brand name as a logo.
People are aware identify the brand.
Product life cycle of Keya Super beauty soap:
Introduction:
 Lunched 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.
Pricing strategies of Keya Super beauty soap
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.
Distribution strategies of Keya Super beauty soap:
Keya distribution channel is very strong. For this reason they can rapidly growth and reach
everywhere in the country. It has a strong brand image in urban area also. Now Keya is in such
stage because of its distribution. People are getting Keya soap from near market. People need not
go to buy it from super shop like Agora, Mina Bazaar. Lower the price of the product represents
high quality. Keya price is not that much high but quality is good that is why it is accepted to all
types of customer. 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.

Distribution channel of Keya Super beauty Soap:
Compare product-price-distribution strategies of two brands:
Lifebuoy soap and Keya soap both product strategies are strong. But lifebuoy product strategy is
better than Keya soap. Lifebuoy use family picture on the upper left side of the packet and that
picture represent that family members are use lifebuoy and they live a happy and healthy life.
Other hand Keya did not use any human picture but they written some message on the packet, y
that represent that it is beauty care soap. Lifebuoy use health care sign on the soap and Keya use
their logo on surface of the soap. Both product quality levels are good. Lifebuoy is a brand of
Unilever. Keya super beauty soap is a brand name of Keya cosmetic ltd. Lifebuoy launched their
product as a health care soap and Keya lunched as beauty care soap. Lifebuoy target all types of
customer and Keya target only middle class female customer. Lifebuoy Keya’s and growth rate
increased very fast. Lifebuoy is now at mature stage but Keya had a mature before four years. It
is now in decline stage. Unilever and Keya cosmetic both follow the psychological pricing
strategy. But Unilever follow the premium pricing strategy and Keya follow the penetration
pricing strategy. Lifebuoy set a price 23tk for 90g soap but Keya set a price 20 taka for 90g soap
Lifebuoy. Both are following intensive distribution strategy, pull strategy and distribution
channels are same.
Agents/brokers RetailersManufacturers/products
Consumers and
organizational end users

Promotion Strategy Of Lifebuoy Soap
Promotion is a kind of communication. It is something like beating own dram. There are many
products which quality is not very good but they are in a good position because they promote it
very well. Promotion is stronger than pricing. We can see the Unilever’s product lifebuoy Soap.
Unilever’s Lifebuoy promotion creates a great positive impact to our society that peoples are
crazy to buy Lifebuoy Soap.
There are five Promotion or Communication mixes-
 Advertisement
 Sales Promotion
 Public Relation
 Personal Selling
 Direct Marketing

Among them lifebuoy goes to first three communication mixes-
1. 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.
2. 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.
3. Sales Promotion: If wholesaler buys lifebuoy soap quantity of 72 then they will get two
or three soap free.
Developing Effective Communication of Lifebuoy: I think Unilever follows the Models of
Hierarchy of effect to promote its product such as Lifebuoy-
1. Awareness: When Unilever promote lifebuoy soap they will make people aware of their
product that Lifebuoy is an anti bacterial Soap.
2. Knowledge: Lifebuoy soap builds knowledge to the customer that these are the
ingredient of lifebuoy. They use carbolic acid which gives it red color.
3. Liking: Unilever associate lifebuoy with health care.
4. Preference: Lifebuoy assure people that there are many products those are good but for
these reasons you should buy lifebuoy.
5. Purchase: Purchase lifebuoy soap depends on above models.
How Lifebuoy Soap Design their message on promotion
Designing the message is extremely critical. I think lifebuoy designed their message very well
and for good designing of the message Lifebuoy positioned their self to the consumer.

David Acre’s AIDA Model-
1. Gain Attention: On telecasting advertisement first 10 to 20 seconded should be
attractive. Lifebuoy gains people’s attention on very beginning.
2. Hold Interest: Lifebuoy holds interest to the people. If we see the telecasting
advertisement of Lifebuoy we can see they show a family is happy because they are free
from germ by using Lifebuoy Soap.
3. Arouse Desire: To get product desire should arouse. Consumer desire to get Lifebuoy
soap to be safe from germ or bacteria.
Message Content
1. Rational Appeals: Lifebuoy tells all the logical things like the quality of soap is good. It
is an anti bacterial soap.
2. Moral Appeal: We can see some morality on lifebuoy add. Like Doctors are advising to
use soap like lifebuoy to safe from bacteria.
Promotion Strategy Of Keya Super Beauty Soap
Once upon a time Keya Super Beauty Soap was very popular but for some reason Keya’s
popularity has declined. I think there promotion strategy was not so good and strong as lifebuoy
soap. There are many reasons for declining situation of Keya beauty soap. I think they did not
designed their message very well as lifebuoy did. We can see very rare advertisement on
television of Keya super beauty soap.
Among five communication mixes I think Keya gone to only three mixes-
1. 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.
2. 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.
3. 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.
Developing Effective Communication of Keya Super Beauty Soap: I think Keya cosmetic
Ltd. does not follow the hierarchy of effects model to promote Keya Super Beauty Soap. They
follow only few models-
1. Awareness: By seeing Keya super beauty soap, people aware of this product that it is the
beauty care soap.
2. Knowledge: By seeing telecasting advertisement people will get to know what types of
beauty ingredient Keya use on its soap.
3. Liking: Keya use television celebrity to increase liking.
How Keya Super Beauty Soap Design their message on promotion
As we know designing the message is a very difficult job. In spite of difficult Keya did not
successfully designed their message-
1. Gain Attention: Keya did not gain attention of all beauty care women. Keya has a strong
competitor like Lux.
2. Hold Interest: We can see on the telecasting advertisement that a girl is bathing by Keya
super beauty soap after finishing bath, girl look simple beautiful. I think for these Keya
hold the interest of the people.
3. Arouse Desire: Television celebrities are using Keya super Beauty Soap by seeing this
consumer desires arouse.

Message Content
1. Rational Appeal: Keya tells it consumer all the logical things that quality of soap is
good, they let people know about their beauty ingredients.
2. Moral Appeal: We can see there is no morality in the advertisement of Keya Super
beauty Soap.

Final marketing term paper

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Final marketing term paper