Liquid Hand

Wash

IMC Planning Process

Review of marketing plan
Analysis of Promotional program situation
Analysis of communications process
Budget determination
Develop integrated marketing communications program
Advertising

Sales
promotion

PR/
publicity

Personal
selling

Direct
marketing

Internet/
interactive

Develop objectives and strategy for each

Develop message, media strategy, and tactics
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
2

Analysis of
Analysis of
Budget
Promotional
Communication
Determination
Program
Process
Develop integrated marketing communications program

Review Of
Marketing Plan

Strategic
Challenges

In most of its key markets, competitors have

held a strong place in households for
generations, due to other formats such as the
Antiseptic Liquid that was seen as an all
powerful antibacterial solution
Lifebuoy needed to step up its imagery. Being a
relatively new entrant to the liquid hand wash
category, it did not seem an intuitive choice as
a brand for a premium offering, like liquid
Handwash and to take on a dominant player

Develop Objectives
& Strategies for

Develop
message,media

Integrate &
Implement IMC

Evaluate, Monitor &

Control IMC Program

Analysis of
Analysis of
Budget
Promotional
Communication
Determination
Program
Process
Develop integrated marketing communications program

Review Of
Marketing Plan

Objectiv
es
Business Objective:
Grow sales volume and
value faster than category
to grow market share.
This would be measured
through independent sales
tracking that the client
commissioned through a
retail audit agency.
Steal share from the
Competition.
The same retail audit would
track both Lifebuoy and
competitive shares.
Develop Objectives
& Strategies for

Develop
message,media

Perceptual:

Increase preference for

Lifebuoy amongst higher
income segments (defined
by LSM (Living Standards
Measure) and SEC)
Establish the Lifebuoy
Proposition as unique and
differentiated from
Competition.

Integrate &
Implement IMC

Evaluate, Monitor &

Control IMC Program

Analysis of
Analysis of
Budget
Promotional
Communication
Determination
Program
Process
Develop integrated marketing communications program

Review Of
Marketing Plan

Internal (Program Description)

Beating the competitor at his own game by going headlong
against him would not work . They needed to think smarter
Could protect hands from germs in 10 seconds while all other
hand washes took one minute to do so!
Needed for a consumer angle to frame the whole thingAnswer: Children !
The campaign titled Superfast Handwash used the
underlying insight on childrens behavior to not only make
germ protection in just 10 seconds new and relevant for
Lifebuoy but also to render competitions high ground on
germ protection very vulnerable
Develop Objectives
& Strategies for

Develop
message,media

Integrate &
Implement IMC

Evaluate, Monitor &

Control IMC Program

Analysis of
Analysis of
Budget
Promotional
Communication
Determination
Program
Process
Develop integrated marketing communications program

Review Of
Marketing Plan

THE BIG IDEA!

Lifebuoy Superfast Handwash: 99.9% germ protection
in just 10 seconds because children are always in a
hurry, especially when it comes to hand-washing

Lifebuoy
Commercial

Develop Objectives
& Strategies for

Develop
message,media

Integrate &
Implement IMC

Evaluate, Monitor &

Control IMC Program

Analysis of
Analysis of
Budget
Promotional
Communication
Determination
Program
Process
Develop integrated marketing communications program

Review Of
Marketing Plan

External
Customers
Target higher income mothers who were potential Handwash
users and convince them to use Lifebuoy Handwash for their
families. These mothers had kids aged between 4-12 years
and were using competitive brands. When it came to
protection she was clear that her family deserved the best
and was not willing to compromise on it
Competitors Value Proposition
Dettol: Protection from
Germs

Develop Objectives
& Strategies for

Develop
message,media

Savlon: Gentle
Protection

Integrate &
Implement IMC

Evaluate, Monitor &

Control IMC Program

Analysis of
Analysis of
Budget
Promotional
Communication
Determination
Program
Process
Develop integrated marketing communications program

Review Of
Marketing Plan

SWOT
Strength

Weakness

Wide portfolio for

the Lifebuoy brand
ranging which
includes Soap,
Hand Sanitizer and
Hand Wash

Lower market
penetration in
urban areas

High consumer
awareness for
the brand of
Lifebuoy

Initially positioned
as a masculine
soap, which was
eventually turned
as a family soap
and now as family
antiseptic
handwash

Excellent brand
visibility and
extensive
distribution

Lack of
availability of
refill packs for
the hand wash

Develop Objectives
& Strategies for

Develop
message,media

Opportuni
ty
Liquid Hand
Wash still a niche

market

segment with
great growth
potential

Threats
Competitor
brands offering
similar levels of
protection

Imparting
education about
importance of
hand washing to
prevent spread
of germs

Lifebuoy as brand
considered to be a
low-end product,
and may find it
difficult to move
up in the segment

Used global
epidemics like
swine flu to further
promote products
for better hygiene
and protection

Market limited
only to urban
areas mostly

Integrate &
Implement IMC

Evaluate, Monitor &

Control IMC Program

Analysis of
Analysis of
Budget
Promotional
Communication
Determination
Program
Process
Develop integrated marketing communications program

Review Of
Marketing Plan

Role of Advertisement

1992
2004

ads had catchy jingle Tandarusti ki suraksha karta hai

lifebuoy... Lifebuoy hai jahah, Tadarusti hai wahan.
Lifebuoy
Masculine, triumphant & victorious context of cleanliness

2005

Built concept that school kids performed better after takig

bath with lifebuoy-better health
After repositioning, ads featured the jingle Koi Darr Nahin

Laddering: Hygienehealth Freedom Happiness

Ads showed first time mothers being advised by the doctors to
use Lifebouy for their kids

2010

Ads now primarily centered on housewives and kids/ familiesfastest germ killing superfast handwash campaign launched
in 2010.

Develop Objectives
& Strategies for

Develop
message,media

Integrate &
Implement IMC

Evaluate, Monitor &

Control IMC Program

Analysis of
Analysis of
Budget
Promotional
Communication
Determination
Program
Process
Develop integrated marketing communications program

Review Of
Marketing Plan

Current Proposition
Lifebuoy Superfast Handwash: 99.9% germ protection in
just 10 seconds

The creative idea resulted from turning the proposition

on its head, by labeling the other soaps slow
Did this by using an a typical child, a mamas boy, who
does everything he is told, including washing hands for
one whole minute (subtly implying the competition)
Established themselves as the normal kids ally so
that children could be now be themselves and yet get
complete germ protection - with Lifebuoys Superfast
Handwash

Develop Objectives
& Strategies for

Develop
message,media

Integrate &
Implement IMC

Evaluate, Monitor &

Control IMC Program

Analysis of
Analysis of
Budget
Promotional
Communication
Determination
Program
Process
Develop integrated marketing communications program

Review Of
Marketing Plan

Communication Touch-points
Media plan: followed conventional FMCG logic to gain maximum
reach
Created relevant commercial and put bets on Television
Suited Lifebuoy well as they aimed to target urban and semi- urban
mothers in those countries and TV, being a mass medium, would be
most effective to do that
Also, knowing that children pick up habits from TV easily, placed
the communication in kids channels

Develop Objectives
& Strategies for

Develop
message,media

Integrate &
Implement IMC

Evaluate, Monitor &

Control IMC Program

Analysis of
Analysis of
Budget
Promotional
Communication
Determination
Program
Process
Develop integrated marketing communications program

Review Of
Marketing Plan

Impact

Grow sales volume and

value faster than
category to grow market
share

Steal share from

Competition

Establish the Lifebuoy Proposition as unique and differentiated

from Competition
The message of Germ Protection in 10 seconds was picked up by 88% of
consumers,
Source: Superfast Handwash by Lowe Lintas and Pa
Develop
Objectives
Integrate
&
and 80%
believed thatDevelop
Lifebuoy Handwash
was faster
than
other soaps in
Evaluate, Monitor &
&
Strategies
for
message,media
Implement IMC
killing
germs!
Control IMC Program

Analysis of
Analysis of
Budget
Promotional
Communication
Determination
Program
Process
Develop integrated marketing communications program

Review Of
Marketing Plan

Budget
IMC Budget
Percentage

Advertising

2,00,00,000

Television - Cookery Shows + TVC

1,25,00,000

Radio

25,00,000

Guerrilla marketing

50,00,000

Sales Promotion

Free Trial Packs with Soaps

2,00,00,000

In-store Promotions

1,00,00,000

Public Relations

Develop Objectives
& Strategies for

Global Handwash Day

25,00,000

Sampling at various locations

25,00,000

Other publicity exercises

50,00,000

10%

4,00,00,000

Digital Media - Blogs/Social Media

1,00,00,000

Games

50,00,000

Online Ads

2,50,00,000

Develop
message,media

30%

1,00,00,000

Internet/Social Media

3,00,00,000

20%

13

10,00,00,00
0

Integrate &
Implement IMC

40%

100.00%

Evaluate, Monitor &

Control IMC Program

Analysis of
Analysis of
Budget
Promotional
Communication
Determination
Program
Process
Develop integrated marketing communications program

Review Of
Marketing Plan

STP for the IMC Program

Segmentation: SEC, Gender, Age
Targeting: SEC (middle and higher middle class),
and all age groups and gender
Positioning: Proposition remains the same
(Superfast handwash)

Our New Proposition

Lifebuoy Superfast Handwash: 99.9% germ protection in
just 10 seconds because EVERYONE is in a hurry, especially
when it comes to hand-washing
Develop Objectives
& Strategies for

Develop
message,media

14

Integrate &
Implement IMC

Evaluate, Monitor &

Control IMC Program

Analysis of
Analysis of
Budget
Promotional
Communication
Determination
Program
Process
Develop integrated marketing communications program

Review Of
Marketing Plan

Advertising:
handwash category
contributes to only 5% of
the entire Lifebuoy brand
o Few ads: showing not
only children but entire
family)
o Guerrilla marketing
(because not expensive,
impacts consumers)
Sales Promotion: OK
o Buy liquidwash with a
soap, with a refill pouch)
o Integrate trade promotion
Public Relations: Awareness
about their proposition (on
special days like Global
handwash)
Personal Selling:
Develop
Objectives
Direct
Marketing: Develop
& Strategies for
Internet/ Socialmessage,media
Media:

Presence/
Absence

Integrate &
Implement IMC

Evaluate, Monitor &

Control IMC Program

Analysis of
Analysis of
Budget
Promotional
Communication
Determination
Program
Process
Develop integrated marketing communications program

Review Of
Marketing Plan

Hierarchy of Effects Model

Cognitive

Realm of thoughts.
Ads provide information
and facts

Affective

Realm of emotions.
Ads change attitudes
and feelings

Awareness
Knowledge

Descriptive copy
Classified ads, Proposition,
Jingles

Liking

Image copy
Status, glamour/comman
man appeal

Preference
Conviction

Conative

Realm of motives.
Ads stimulate or direct
desires
Develop Objectives
& Strategies for

Develop
message,media

Teaser campaigns, Ads

Purchase

Competitive ads
Argumentative copy
Point of purchase
Retail store ads, deals
Last-chance offers
Price appeals
Testimonials

16

Integrate &
Implement IMC

Evaluate, Monitor &

Control IMC Program

Analysis of
Analysis of
Budget
Promotional
Communication
Determination
Program
Process
Develop integrated marketing communications program

Review Of
Marketing Plan

Tool

Objectives

Strategies

Advertising
(Guerrilla)

Increase reach using

Cost effective tools

Public placesmultiplexes, malls

Sales Promotion

Increase purchases at
POS, bundled offers ,
discounts and free trial
packs
PR
Increase awareness
about hygiene and
cleanliness of using a
hand wash
Internet/ Social Media Promote Word of mouth
and increase
recommendations

Develop Objectives
& Strategies for

Develop
message,media

Malls, Large format

stores, Super markets
and hyper markets
Malls, places where
middle and upper
middle go, hotels + food
courts
Create Buzz and viral
content, Online Games,
contests ,events and
discussion forums

Integrate &
Implement IMC

Evaluate, Monitor &

Control IMC Program

Analysis of
Analysis of
Budget
Promotional
Communication
Determination
Program
Process
Develop integrated marketing communications program

Review Of
Marketing Plan

Message Design

Content: Message content decisions involve the selection of appeal, theme,

idea, or USP,
Types of appeals

Rational appeals : Explain benefits such as 99.9% germs killed in 10 seconds, gentle
on hands due to ingredients, pleasant fragrance
Emotional appeals (Family protection, be a role model for your family, cultivate good
habits in your children)

Structure: Order of argument presentation use Recency effect by putting

the argument for Lifebuoy hand wash at the end of the ad. This will aid brand
recall, by providing a punch-line
Format: Message format decisions vary with the type of media, but may
include

Visuals- ads should show the gentleness of the product

Headline, copy or script
Sound effects- Lifebuoy Jingle
Voice- family members conversing

Source: Credible sources- testimonials by families and Lifebuoys existing

brand equity
Factors underlying perceptions of source credibility (common people doing
everyday activity)
Trustworthiness
Likability

Develop Objectives
& Strategies for

Develop
message,media

Integrate &
Implement IMC

Evaluate, Monitor &

Control IMC Program

Analysis of
Analysis of
Budget
Promotional
Communication
Determination
Program
Process
Develop integrated marketing communications program

Review Of
Marketing Plan

Media Strategy
Tool
Advertising (Guerrilla)
Sales Promotion

PR

Internet/ Social Media

Develop Objectives
& Strategies for

Develop
message,media

Media Channel
Public places- multiplexes, malls,
subways
Malls, Large format stores, Super
markets and hyper markets, trade
shows
Malls, places where middle and
upper middle class go, hotels +
food courts+ trade shows
Online Games, contests
,events and discussion forums
on famous social media like
facebook, google+, twitter
Integrate &
Implement IMC

Evaluate, Monitor &

Control IMC Program

Analysis of
Analysis of
Budget
Promotional
Communication
Determination
Program
Process
Develop integrated marketing communications program

Review Of
Marketing Plan

Integration of communication strategies:

Integrate sales promotion with trade promotion
Integrate social media with other communication channels like PR and
advertising

Implementation
Online Games for children where the proposition of the brand is conveyed.
Games can be hosted on different platforms like online websites and also as
Android/iOS/Windows Apps.
Bundle Liquid Hand wash TRIAL SACHETS along with HUL soaps like
Lifebuoy, Hamam, Liril and Rexona
Tie up with pediatricians to promote Lifebuoy hand wash in their clinics and
propagate its usage
Print ads on the back of cinema tickets specially family and kids movies
Promote Lifebuoy Liquid Hand wash in TV Cookery shows
Develop Objectives
& Strategies for

Develop
message,media

Integrate &
Implement IMC

Evaluate, Monitor &

Control IMC Program

Analysis of
Analysis of
Budget
Promotional
Communication
Determination
Program
Process
Develop integrated marketing communications program

Review Of
Marketing Plan

he discussed IMC program is to be monitored based on the following schedule:

Implementation stage:
Weekly review of the status of each program
Modifications, if required, based on the status review

Post-implementation reviews:
Once the programs are implemented, the same are to be reviewed
for effectiveness in terms of increase in sales, brand awareness and
other measurable parameters

Measure Results:

Recognition: Poll on social media sites

Brand Recall: Surveys- offline and online
Attitudes: Increased number of people using handwash (measured
through overall handwash sales)
Behavioral responses: Increased sales of Lifebuoy handwash
Develop Objectives
& Strategies for

Develop
message,media

Integrate &
Implement IMC

Evaluate, Monitor &

Control IMC Program

THANK YOU!