PROJECT REPORT ADVERTISEMENT & SALES PROMOTION Submitted by: Shivam Verma: PG20095327 Rohit Agarwal: PG20095550 (PGP 09-11) 1Table of Contents Company Profile BRAND DETAILS 4 Product Portfolio of HUL among various categories: AGENCY DETAILS ..uennnnenenennonenennnneeuninnmininnnnninnninnenmninenenenninmnenesnannennnieD Key Clients AgenC§tS: ninnininnininnnnninnnnsininninnnininniennnminnncnnnimnmninT CONSUMER RESPONSE MODEL. POSTIONING FOR THE BRAND....csnnemnninennnnnnnniiniinninnnnnninnnnnnnnntne ‘SOURCE/MESSAGE/CHANNEL FOR THE BRAND.....csnsnsninensnnnnennnnnninnnnnnnnnnnned OBJECTIVES FOR THE BRAN FCB GRID Designing Communication... IMC tools used by Lifebuoy (HLL): 13 Sales promotion techniques:... RefrencesCompany Profile Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company, touching the lives of two out of three Indians with over 20 distinct categories in Home & Personal Care Products and Foods & Beverages. The company’s Turnover is Rs, 20, 239 crores (for the 15 month period — January 1, 2008 to March 31, 2009). HUL is a subsidiary of Unilever, one of the world’s leading suppliers of fast moving consumer goods with strong local roots in more than 100 countries across the globe with annual sales of 40.5 billion in 2008. Unilever has about 52% shareholding in HUL, Hindustan Unilever was recently rated among the top four companies globally in the list of “Global Top Companies for Leaders” by a study sponsored by Hewitt Associates, in partnership with Fortune magazine and the RBL Group. The company was ranked number one in the Asia-Pacific region and in India. The mission that inspires HUL's more than 15,000 employees, including over 1,400 managers, is to “add vitality to life". The company meets everyday needs for nutrition, hygiene, and personal care, with brands that help people feel good, look good and get more out of life.BRAND DETATL Lifebuoy: The brand “Tea, Railways, Cricket and Lifebuoy Presents form the British that are still very dear to Indians” Lifebuoy first landed on Indian shores in 1985 at Bombay harbor. Over the past century, the basic brand deliverables had not changed, Targeted at hard working, down to earth, low-income people who managed to fulfill their basic needs in life it was a basic product with no frills, Positioned as a powerful germicidal/disinfectant soap that washes germs in dirt, it was supported by strong cryslic (phenolic) smell. It stood as a value for money soap: low priced a chunky bar and long lasting. Its red color symbolizes masculinity, health, vigor and velour, This was orchestrated as on of the most successful advertising campaign ever run in India, The communication consistently used the sport metaphor, a universal symbol of good health to communicate the brand message. The brand jingle remains etched in the minds of customer Tandurusti Ki Raksha Karta Hai Lifebuoy”, “Lifebuoy Hai Jahan Tandurusti Hai Wahan” In sum, lifebuoy stood for, “washing away germs to keep you fit and successful “thus playing the role of the basic up grader over the last five decades. It sought fo convert customers using mud, laundry soap and ash into personal cleansing product. The brick shape, the though red color ,the price and its advertising image all consistently built the fact that the brand was a good value tough cleansing product that was superb up grader altemative to proxy products.Product Portfolio of HUL among various categories: Food brands: > Brooke Bond 3 Roses (Tea) Red Label Taaza Taj Mahal Lipton Bru (coffee) ‘Annapurna Atta Kissan jam Knorr Kuwality Wall's VYVVYVVYVYY Personal care brand: Axe Ayush Therapy Breeze Clear Clinic Plus Close up Dove Fair & Lovely Lakme Hamam Lifebuoy Liril Lux Pears Pepsodent Pond’s Rexona Sunsilk Vaseline V VY VVVVV VV YY VY VY Home care brands: Active Wheel Cif Comfort Domex Rin Sunlight Surf Excel Vim Bar VYVVYVYY Lifebuoy Product Line: 1.Hand sanitizer 2.Bar Soap ( Lifebuoy total, Activ fresh, Care , Nature) 3.Body wash( Lifebuoy total, Acti fresh, Care & Nature body wash) 4.Hand Wash (Lifebuoy care, Actifiesh, Total, Nature hand wash) 5.Lifebuoy men’s body wash 6 Lifebuoy clear skin 7.Lifebuoy skin guardProduct Competitors 1, Dettol (Reckitt Benckiser) 2. Savion (Johnson & Johnson) 3. Medimix (Himalaya Herbals )AG 'Y DETAILS Lowe and Partners Worldwide is an intemational creative advertising agency headquartered in London. The Agency is a unit of the Interpublic Group, one of the world’s largest advertising agency holding companies. The Interpublic Group is one of the big four agency holdings conglomerates, including Publicis, WPP, and Omnicom Services Offered: As the needs of clients changed Lowe has been one of the first to adapt to a new era in marketing communications. ‘The tum of the century saw a change of strategy leading toa network that could focus not on providing coverage but providing ideas that would work across country boundaries and media alike. Some famous platforms developed by Lowe include “The world’s local bank” for HSBC, “Every little helps” for Tesco, “The Axe Effect” for Axe (Lynx in the UK) and “Dirt is good” for Omo / Persil and of course “Just for the taste of it” Diet Coke. Lowe now bills itself not an advertising agency network but a "High Value Ideas company", and with its 80 offices around the world and with a digital community called Lo/We, it now serves a variety of ‘multinational and local accounts on projects as diverse as facebook applications, touring exhibitions, PR stunts, podcasts, and websites as well as the more traditional 60" TV spot and print ads Agencit Lowe and Partners is a network with over 101 Global offices in over 60 markets around the world. The community covers an array of disciplines including e Commerce, CRM, PR, Branded Entertainment and Activation. Lowe's main agencies include the following -all offering an array of services. -Lowe Sydney, Australia -BorghiEth/Lowe, Brazil owe Bull, South Africa -LOLA Madrid, Spain -Lowe Bangkok, Thailand Lowe Brindfors, Sweden -Lowe Lintas, India -Lowe London, UK ‘ PRPTNErS: Lowe and Partners Worldwide Tre Public Industry Advertising ‘area Served Worldwide Michael Wall-cz0 key People Tony Wright-CEO Bert Moore-C50 ‘Matthew Bull-CcO No.of Employees 5000 Parent Inter public Group of Co, Website syn lowomorldwide.com Key Clients Unilever Johnson and Johnson General Motors Electrolux Nestle InBev China MobileCONSUMER RESPONSE MODEL COGNITIVE STAGE: ‘There is total attention as well as awareness of the brand i.e lifebuoy. It has been long since the brand is in the soap market and people all over are well aware about it. HUL has done is part when it's come to cognitive stage of consumer response model. AFFECTIVE STAGE: HUL also succeeded in creating likeability for the brand through various promotion and campaign which is one of the reasons why brand is such a huge success today in the soap market, BEHAVIORAL STAGE: Lifebuoy is currently playing at Behavioral (conative) stage where regular purchase is being made by target consumer. This is because HUL has maintained its focus very well in other two stages as well discussed above. Effective awareness and liking are very vital if'any brand wants to do well at the final stage. Playing at all the three levels together is a difficult taskPOSTIONING FOR THE BRAND Lifebuoy repositioning for growth: Success through health ————> health protection for me and my family Brand is position for both Rural & Urban market with target on lower and middle income group. Execution: Lifebuoy changing the trends: Steps: (I) ch: ig the bathing experience The product moved from being a hard soap to a high TFM milled soap that delivered a significantly superior bathing experience on the key dimension of “does not dry skin” The cryselic fragrance was changed to a warm, refreshing fragrance that was seen to be significantly superior on “refreshing”, “invigorating”, “prevention of body odor” and “pleasant perfume”. This was a huge decision to make considering that the perfume had a 107 year history and was tested in the largest ever perfume test in the history of Hindustan lever (6500 consumer).the entire team spent weeks with consumers to build confidence and conviction behind this fundamental changed in line with the brand positioning and moved from being a masculine, rugged looking pack to a softer, family pack (I) Creating relevance for germ protection for the family A quantitative study of over 12 potential health and hygiene consequences threw up three key consequences of germs that were seen to be most credible and relevant-—-stomach infections, eye infections and infected cuts and bruises. The use of the doctor as a major source of authority was identified as an integral part of building the credentials of a strong health and hygiene brandSOURCE/MESSAGE/CHANNEL FOR THE BRAND SOURCE: Brand itself i.e. lifebuoy MESSAGE: “Only lifebuoy protects you and your family from infection causing germs” CHANNEL: Print media and broadcast media. A multi-media campaign was run that sought to bring the message alive in the most, innovative and compelling manner. Television advertising was created that linked germs to the three consequences mentioned above, This was a very important part of the over all plan + A large scale in store visibility package was run fora period of 3 months that exploited synergies with the television campaiga. * A massive on ground health and hygiene education campaign (lifebuoy swasthys chetana) was run in media dark areas. This was a low cost, scalable and multiple contact based programme that run across 8000 villages covering over 40 million rural population. The programme focused on school-going kids who were seen as the key influencers of driving good hygiene practices. In addition, specific attention was paid on creating excitement in the village, building community participation in addition to the education package. * Given the consumer belief that” visibly clean is safe", a vivid demonstration was created which used a simple three step routine to bring alive the fact that germs could not be various removed by water alone .this was communicated to various constituents of the village including the village elders and children. In addition, the demonstration was conducted across the country with retailers. Every salesman in the country was provided a trade briefing kit that brought this message home. * A large scale PR campaign was simultaneously run and lifebuoy received extensive coverage across 164 media vehicles—-Regional Press (95),mainline press(35),business pres(23) lifestyle press(1),websites(4),and electronic media(6). Thematic promotions were run that sought to build synergies with the new positioning. A successful first aid kit promotion was run 10OBJECTIVES FOR THE BRAND: The main objective for the brand is, “Only lifebuoy protects you and your family from infection causing germs” Advertising idea: The family that bathes daily with lifebuoy is protected from germ infections and would not need to see a doctor again, Apart from it other major objectives include: > Defend its market share from other brands > Increase its market share > Increase the consumption FCB GRID According to the FCB Grid Lifebuoy brand come under quadrant 3 ie. HABBIT FORMATION In this there is a low involvement as well as it is a household product so that at the time of purchase the Doer concept is applied. Quadrant 1 High Importance (expensive) Rational Decision xample: New Car Quadrant 3 Low Importance (less expensive) Rational Decision Example: Detergent Quadrant 2 High importance (espensive) Emotional Decision Example: Designer othes Quadrant 4 Low Importance (less expensive) Emotional Decision Example: Candy Bar 11Designing Communication Source Brand Lifebuoy itself has Credibility, Attractiveness, and Power now what can be done is Lifebuoy can preferably used a recognized face for its brand for more involvement, Message Encoding Message encoded should speak about Health & hygiene its importance in today’s busy schedule. Moreover message should show that getting health conscious is not that expensive also itis, easily affordable. Channel Selection For brand like Lifebuoy channel should be mix of all which include Print media, Broadcast media, Some public relation campaign will also add a lot to it, Lifebuoy is such a established brand that word of mouth has to be there. FeedBack Feedback is an essential part of any campaign or promotional event, Feedback of the target consumer should be gathered by way of public surveys, exciting gaming events linking it to the brands etc. 12IMC Recommended For Lifebuoy (HUL) Lifebuoy vision: “Make a billion Indians feel safe and secure by meeting there Health and hygiene needs” Advertisement: > Humorous but genuine appeal. > Use of celebrities to increase involvement > Print as well as Broadcast Public Relation and Publicity: > Campaign such as taking health responsibility of NGO's, Orphan schools ete > Such PR campaign will surely add value to the brand name. Sponsors > Organizing event relating to fitness and health > TV shows which is most watched by the target audience. Events: > Event relating to fitness and health > Family health shows, Sales Promotions: > Large pack on economical price during festive seasons. > Consumer involvement franchise program through gaming events, contests etc Word of Mouth: > Through organized events. 13Sales promotion technique: The different consumer sales promotions which can be used by lifebuoy are: Price deal: A temporary reduction in price for sometime or at some occasions. Cents -off deal: Offers a brand at a lower price. Price reduction may be a percentage marked on the package. Price-pack deal: The packaging offers a consumer a certain percentage more of the product for the same price (for ex 25%extra). Like an offer of Lifebuoy came earlier says “ Bada lifebuoy ab chote ke daam mai” Contests/sweepstakes/games: The consumer is automatically entered into the event by purchasing the product. Contest like consumer who collects most number of soap wrappers will get a free subscription of 6 month or something similar to this. Or Find the lucky coin (which is gold coin in most case) it will be a good open contest forall to participate. 14Refrences Advertising and promotion by Geoge E. Belch www hut.co.in Wikipedia.org www hul.co.in/brands 15,