Marketing Strategies of safeguard in Pakistan

Procter & Gamble started its operations in Pakistan in 1991 with the goal of
becoming the finest global local consumer goods company operating in Pakistan.
Safeguard, launched in 1995 by Procter & Gamble has set new standards for defining
"health & hygiene" in Pakistan.

Facts of the P & G :

 P & g Pakistan has reinvested over $100 million in Pakistan within the last 12
years.
 P & g Pakistan has reinvested 53 million over the last 5 years in terms of
capital, marketing and training.
 P & g has created 4000 jobs in Pakistan
 P & G Pakistan runs several social marketing programs in the field of education
and health. These programs benefit more than 3 million people annually.
 The market share of the safeguard is the biggest in the antiseptic soap category
with 22 % share.
Market Strategies

Target Market

The target market for safeguard soap is all households (primarily children) who can
afford buying soap and who want to fulfill an everyday need that provides 100 % anti-
bacterial solution.

Segmentation Strategy for Target Market

 Psychographic Segmentation
 Demographic Segmentation
  Geographic Segmentation
 Behavioral Segmentation

Market Demographics :

The Target market analysis of safeguard soap is:

Geographic Location

Include almost urban; suburban; small town; and some rural areas of Pakistan

Demographic

- Gender Male ; female

Age 18 years to 45 years
- Kid
Age range 5-14 years

Socioeconomic status

Mainly targeting middle class and upper middle class in urban and sub-urban
areas.

Psychographics

Young mothers and housewives who care about the health and well being of her
family

Market Needs

P & G is conscious of the changing consumer need and trends and is constantly
conducting market research to assess opportunities and threats. Quality of product is the
number 1 priority as well as research on new variants. In addition , a new consumer
hotline has also been added to get instant feedback on the product.
Differentiating strategy

P & G developed a very clear image of safeguard soap in the minds of their target
customers by focusing on health and education.

In store 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 the metro and
mekro as well. Their placement strategy mainly focus on

 Place safeguard soap distinctively

 Equal or more facing then its competitors.
 Place between lux & other beauty soaps where possible.
 Top 1000 stores are selected for the placement of the product

MARKETING MIX:

Safeguard is one of the most popular soap brands of Pakistan, which is popular with public
because of its appropriate marketing strategies and an excellent marketing mix. Discussed below
are the tools of marketing mix, used by Safeguard, to satisfy the needs and wants of its target
market and for maintaining its competitive advantage over its competitors.

PRODUCT:

As defined by the company, Safeguard is an anti-bacterial soap, based on clinical testing, that
provides both effective germ removal and deodorant protection. It provides effective germ
removal, yet is mild enough for the whole family.
Price:

The pricing approach used by Safeguard is value-based and the price-quality strategy is premium
strategy, as it is available at a higher price than other antibacterial soaps like, treat and lifebuoy
because of its higher quality.

Its pricing is done with respect to its product line, with different sizes of soap bars having
different prices.

Place:

It is a widely distributed soap, which is available in nearly all cities of Pakistan. it is distributed
through a complex distribution channel and is sold through retail stores at convenient locations
and is easily available.

Advertising and Promotion Strategy:

 Promotion Obectives:
 Build top of the line consumers’ aweraness.

Creating a personality of the brand.

Besides having these general objectives, the advertising objectives are set avoiding to the
advertising strategy for each product.

 To increase usage
 Health benefits
 Antibacterial soap
 Effectively communicate brand

COMMUNICATE GTRATEGY OF SAFEGUARD SOAP

Position safeguard soap range as a preferred everyday use solution for the whole assignment.

 Announce new and improved safeguard soap

  Protection against a wide range of unseen germs
 Better experience
 Show all variants of new safeguard soap

Agency Selection

Almost 135 advertising agencies excit in Pakistan but p & g selected IAL Saatchi & Saatchi
Advertising company because of its outstanding work in Pakistan.

Budget

Safeguard soap is a Rs 2 billion brand annually and so the marketing budget allocate to it approx
25 % of the Net revenue, much resources have been allocated to safeguard soap marketing
efforts, one top example is commander safeguard.

Marketing Communication Methodologies

Advertising

Television is still the primary medium for advertising for safeguard soap. Dr shaista represent the
brand ambassador of safeguard soap. Safeguard soap spends around 60 % of the TV advertising
budget on all channels with a high rating point like PTV, GEO, ANDUS VISION etc. While
discussing the safeguard advertising strategies we must keep in mind the commander safeguard
series which are very intriguing for the children. Commander safeguard, the first animated hero
of Pakistan develop by POST AMAZERS, the largest animation house in Pakistan. ADDED

Sehat-o-safai Programe:

Sehat-o-safai Programe supported by safeguard has educated 2.2 million children, aged 5 to 11
and from all socioeconomic classes, in 8000 schools, about better hygiene practices, especially
regular hand washing

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 programs educated about 600,000 mothers across the eight
largest cities in Pakistan.

P & G’s safeguard team leads Global Hand washing Day in Pakistan.

Safeguard Pakistan School Education:

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 an overall hygiene message relevant , memorable and engaging for the school children
This program promotes hand washing awareness.

Print Advertisement:

Print media is also the priority of the safeguard soap. Safeguard soap has a very aggressive
approach in the print advertising with the launch of new safeguard soap ads appear in almost
newspapers around the country e.g DAWN , THE NEWS etc

Safeguard also has its own public relations department where any queries,comments or
complaints from the public are registered. It was also involved in raising funds for the earthquake
victims

Public relation:

For public relation, P&G has its own website which offers complete detail about its products and
full contact information for the public.