UNIVERSITY OF MANAGEMENT AND TECHNOLOGY

Customer Value
Analysis
Safeguard soap
Submitted to: Mr.Khurram Aziz Fani
Uzma Mansoor 095121014
12/5/2009 Sumera
Gul 095121009
Muhammad Haroon Mughal 094821019 Abdul
Mateen Siddique 095121021
Safeguard is the No. 1 antibacterial soap worldwide. It is
the only bar soap registered with the FDA.
Safeguard is designed to provide excellent
germ protection for the whole family.
Safeguard launched in 1995 by Procter & Gamble has set new standards for
defining “Health and Hygiene” in Pakistan. It is an antibacterial soap that
provides germ protection for twice as long as ordinary soaps making it the
Doctor’s no.1 recommended choice throughout the world. In addition to germ
protection it also caters various other needs such as beauty care and protection
against sweat odor.
Customer Value Analysis
Step 1:
Major attributes that customers value
1. Antibacterial Soap

Customer Value Analysis Page 2

 2. Fragrance
3. Different colors
4. Different sizes
5. Attractive Packaging
6. Non Greasy
7. Durability
8. Good profit margin
9. Occupying less space on shelf.
Step 2:
Qualitative importance of the attributes.

1. Antibacterial Soap
Safeguard is designed to provide excellent germ protection for the whole
family, thus preventing people from acquiring any illness.
2. Fragrance
It has a good, light smell which is very effective. People are confident that
they will not acquire body odor.
3. Different colors
There’s a lot of variance to choose
from safeguard soap.
Pure White: Pure white is the flagship
offering of safeguard signifying the core
benefit of superior germ protection.
Honey: Clears and purifies your skin
from germs.
Lemon: Makes you feel fresh
with its zesty smell.
Aloe Vera: Moisturizes your skin.

Customer Value Analysis Page 3

 Vitamin E: Cleans your skin and make it smooth.
4. Non greasy
The soap is not sticky to the body when rinse it with water, it easily gets
washed.
5. Different sizes
Safeguard is available in two different sizes, 70 gm and 115 gm, thus
people can buy according to their requirement.
6. Durability
Used for a longer period of time. It does not easily melt.
7. Attractive Packaging
The packaging makes the brand look modern and expert.
8. Good profit margin
Customers can earn good profit margin while selling this brand.
9. Occupying less space on shelf
Easy to display on shelf as it occupy less space on shelf.

Customer Value Analysis Page 4

Step 3:
Asses the Company’s and
competitor’s performances on
the different customer values
against rated importance.

Attribute Safeguard Lifebuoy Dettol

With germishield and With germicheck Incidental
1.Antibacterial
24 hr protection of 12 hr antibacterial
Soap
protection soap
Light Perfume Carbonic smell Medicinal
2.Fragrance
smell

3.Colors 5 4 5

4.Sizes 2 2 2

Contempory/attractiv
5. Packaging simple simple
e
Beauty and
6.segments antibacterial antibacterial
antibacterial
Whole Family
7.Target
especially kids and Kids Mothers
customers
mothers
FDA and PMA.
8.Registered PMA PMA
Doctor’s no.1 choice

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9.Availability All stores All stores All stores

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Step 4:
Examine ratings of specific segments.
There are following major segments:
1. Skin care and Moisturizing
2. Health and hygiene
3. Sweat odor

1. Skin care:
Safeguard has three different variants that cater different skin types during
various weather conditions.
Honey: Clears and purifies your skin.
Aloe Vera: Moisturizes your skin.
Vitamin E: Cleans your skin and make it smooth.
2. Health and hygiene
Safeguard is an anti-bacterial
soap that provides superior
longer lasting germ protection.
Safeguard helps protect your
family from germs which are
found everywhere even on
apparently clean surfaces .It has
a special variant as
Pure White: Pure white is the
flagship offering of safeguard
signifying the core benefit of
superior germ protection.

Customer Value Analysis Page 7

 3. Body odor
Safeguard has a special variant to get rid of the body odor. The variant
Lemon: Makes you feel fresh with its zesty smell.
COMPETITIVE ANALYSIS:

a
in 1995
defining
feguard is the No. 1 antibacterial soap worldwide; it is the only bar
soap registered with the FDA. Safeguard is designed to provide
excellent germ protection for the whole family. Safeguard, launched
by Procter & Gamble has set new standards for
"health & hygiene" in Pakistan. It is an anti-
bacterial soap that provides germ protection for
twice as long as ordinary soaps making it the doctors'
number1 recommended choice throughout the
world. The market share of safeguard is the biggest in antiseptic soap
category with 22 % share. Safeguard users have the perception that it is
providing them with Continuous Germ Protection, Gentle on skin, Smells
Good, has a easy to grasp shape and the functional needs portrayed is of
an everyday soap with germ protection.

e ttol soap is a brand of Reckitt Benckiser Pak Ltd and it has been
operating in Pakistan since 1999 after taking over from Reckitt &
Colman. Market share of Dettol soap in the soap market is around
10% at the
have the
end of December 2007.The Dettol soap users
perception that it is effective in germ kill with
the medicinal smell of Dettol liquid which is used
for Bruises & Cuts, Insect bites, washing of clothes,
Mopping of floors, Shaving, Bathing and Cleansing of skin
and used mostly during summers. Its functional core need is incidental
antibacterial.

i
febuoy is one of Unilever's oldest brands. Lifebuoy Royal Disinfectant
Soap was launched in 1894 as an affordable new
product in the UK, to support people in their mission
Customer Value Analysis Page 8
 for better personal hygiene. Lifebuoy soap aims to provide affordable and
accessible hygiene solutions that enable people to lead a life free from
hygiene related worries, everywhere, regardless of the boundaries of
nationality, religion and socioeconomic status. Lifebuoy has a market share
of 16 %. Lifebuoy users see the soap as a decent quality, affordable germ
protection agent containing carbolic acid as its germ protection agent and
its functional need portrays that it is an everyday soap with germ protection
for the middle and lower middle class.

Suggestions for customer satisfaction

• All Variants of the product should be available easily in the market.
• Price should be competitive.
• There should be consumer promotion on the brand.
• No stock shortages on company end.
• Add more flavors of aroma.
• Should change the chemical composition of soap as it dissolves in water
rapidly due to presence of some salts.
• Design Commander Safeguard shaped soap to make it more intriguing for
the children.
• Commander Safeguard series adds value in the product from selling point
of view. 7 episodes have been launched till date. The company should
continue launching more episodes of the series to attract the children as
they are the prime focus.

Customer Value Analysis Page 9

 • There should be a customer care center for brand users thus involving
consumers directly in product improvement.
• All variants should be advertized instead of one(Pure White).
• The consumers get bored of seeing same package over time. Thus,
packaging must be changed to reflect the change in consumer perception.

Customer Value Analysis Page 10