History, Segmentation, Targeting, Differentation, and Positioning

1. FELYCIA F. W.
IVAN
LOUIS F.
RISKA A.
VIVIYAN
LIFEBUOY

2. History

3. Lifebuoy’s Packaging, then and
now

4. Lifebuoy’s vision and mission
 As the world’s leading health soap, Lifebuoy aims
to make a difference by creating accessible
hygiene products (soap) and promoting healthy
hygiene habits. With this in mind, Lifebuoy aims
to change the handwashing behaviour of 1 Billion
people by 2015.by 2015 the Lifebuoy brand aims to change the hygiene
behaviour of 1 Billion consumers across Asia, Africa and
Latin America, by promoting the benefits of
handwashing with soap at key occasions, thereby
helping to reduce respiratory infections and diarrhoeal
disease, the world’s two biggest causes of child
mortality.

5. Targeting
Segmentatio
n
Country : Indonesia, Bangladesh,
Brazil, Vietnam, Arab Saudi, India
Age : < 12

6. Differentiation
 Red (lifebuoy active red)
Positioning
 “Cuci tangan pakai sabun”
 10x melindungi kuman,
10x lebih baik untuk perawatan kulit.
 Since 1894, has supported peope to have
better personal hygiene. The classic red bar
of Lifebuoy soap and its distinctive
medicated carbolic smell was synonymous
with cleanliness throughout the twentieth
century.

7. Lifebuoy’s Social program
Sebagai sabun antibakteri no 1 di Dunia, visi
kami adalah membawa kesehatan dan
kebersihan untuk satu miliar orang.