Team kolaveri_SCMHRD_ Lifebuoy super fast hand wash case study: LIME-4

1. PH Meter Test for soft Hand Wash
Lifebuoy HW !0 Seconds challenge
Hands Off Program
“Squish” away the germs (jingle)
Primary and Secondary Research
Lifebuoy HW Child Care
Financials and References
Alok Sharma
Senthil Kumar
Debi Prasad Dash
LIME | LIFEBUOY Superfast Hand Wash Case Study
Tasks
Approach
Conversion of Bar Soap users to Liquid Hand wash Consumer
Promotional Marketing model using current Proposition
Sustainable Support Model
Innovative channel Communication mix (No TV)
New Variant Idea
Launching Strategy for the new Variant
All Promotional Activities under Budget Constraint
Team KolaveriSubmitted by:
LIME: Lifebuoy Superfast Hand Wash Case Study

2. Step1 Provide pH meter with Lifebuoy Hand Wash as free kit
Step 2 Launch Demo programs at malls, domestic clubs explaining the usage of
pH meter
Step3 It will induce change in the consumers mind regarding change from soap
to Hand wash
Hand Wash has to leverage on
having less pH level in range
of 6-7 that keeps hands soft
Soap has high pH in range of
8-10 which causes irritancy
and dryness
No mess of Soap scum
Convenience
Metered dose (no wastage)
Dirty Soap Scum
Filthy soap in wash basin and
kitchen sink
Many don’t use soap case
LIFEBUOY Hand Wash pH meter
Measure your pH
level : WHY?
pH is important indicator of irritancy of cleanser, moisture content and bacterial flora
Soaps have pH level range from 8-10 leaving skin dry and rough
30 sec soap wash – pH increases by 0.6 & returns to baseline in 36 mins
HOW? To test the pH of your Hand Wash, form bubbles by washing with Hand Wash. Put your
pH strip onto the hand for 3 secondss and check the color. You don't want Hand Wash
to have pH > 8.
TARGET: Housewife and Working women (age < 35)
pH Readings: The color response
has following implications
•pH level < 4 – acidic in nature
•pH level > 8 – alkaline in nature
•pH neutral i.e 5-7 will be
delicate on skin
Launching Strategy

3. Target : Small Kids, age group 4 years to 12 years
Location:
1. Near school(Timing just after closing hours of the school or in lunch break
2. Community Play ground (Timing 4PMto 6PM)
3. Society Garden (Timing 4PM to 6PM)
Concept:
It’s an very simple game, where any Kid can show his/her talent for 10 seconds, what
they love to do. It is not limited to dance or singing.
Positioning :
If 10 second s is sufficient to show your talent
then same 10 second is also sufficient for hygiene.
Private School and Society
Gardens of cities and Metro
like
Delhi, Mumbai, Chennai, Kolkat
a.
It will continue for 2/3 months
according to number of place
in the city
Phase
1 After reviewing the success of
Metros it can be expanded to
tier 1 and 2 cities like
Bangalore, Hyderabad, Pune,
Chandigarh.
It may take 6 months .
Phase
2
After reviewing early 9 months
of launch It can be expanded to
forth coming cities like
Bhubaneswar, Ranchi, Ludhiana
, trichy.
It can continue for 1 year
Phase
3
Launching Strategy
LIFEBUOY 10 Seconds CHALLENGE
• The Kiosk/stall of the event will be in shape of Lifebuoy Hand Wash bottle. For
Promotion, tie up with FM radio station is good.
• Free distribution of Water Bubble Pipes/Wands to kids: Why? It will attract small
kids to gather near the stall and it is similar to the Lifebuoy superfast HW positioning
- 10 second is sufficient for Happiness and Healthiness.
• Hygiene Kit, which will contain tissue paper, Lifebuoy soap, Lifebuoy Superfast Hand
wash, small Towel with Healthy Facts can be given as prize to kids.
Execution

4. Campaign Execution
LIFEBUOY - „HANDS-OFF‟ PROGRAM
Objective To create awareness about high touch surfaces and prioritize those
touches that should trigger a hand wash
Generate conversions through trials and increasing the product
awareness
To Position Lifebuoy Hand Wash as a grooming product which offers
hygiene
TARGET: Housewife ; Working women (age < 35) SEC A & B+
• Put posters and notices in Metro cities creating mystery about bacteria &
germs present in kitchen & restroom
CREATING CURIOSITY (20 days in Month 1)
• Messages about pathogens and probability of transfer and high priority
touch points. People are asked to do risk assessment. Communicate via
FM, flyers.
GIVING INFORMATION (15 days in Month 2)
• Educating TG, placing Lifebuoy Hand Wash as a product to manage
hygiene. Communicate via FM and BTL activities
PRESENTING SOLUTION (Month 2)
Campaign Launched in
Metros like
Chennai, Mumbai
Activity conducted in
interactive manner with
FM, social
clubs, domestic forums
After
reviewing, campaign
extended to Tier 1 and
Tier 2 cities like
Pune, Gurgaon
Campaign Strategy

5. LIFEBUOY: “Squishing” the Hands
Bill boards promoting the
campaign across metro stations
in Delhi
Activation program in
schools, pre nursery in metros
with big prototype of hand
wash bottle
OOH Media commercials in
Family restaurants like
McDonalds, busy markets etc.
Advertising in children
magazines prompting call
for action
Objective of
Campaign
To make Squishing a synonym of Washing hands
Rationale
Kids(below 10 yrs.) relate their daily activities with the sound
they make
E.g.. Drinking water is “ ”
Similar
successful
campaigns
Close up ? : Close-up replaced brushing teeth
and stressed over brushing teeth with close-up.
Horlicks: epang opang chapang
Roll out Plan Radio Jingle

6. Competitor Product Positioning Communication Channels
Dettol
Original hand wash Clean and healthy (family) TV commercials, very active in air
customer connect drives
Interactive social networking
Skincare hand wash Moisturizer for soft skin
Sensitive hand wash Mild on skin without irritation (kids)
Fresh hand wash Fresh and clean feel
Savlon Savlon liquid hand wash Antiseptic and superior protection Promotions mainly in modern trade, Not active in air
Palmolive Naturals Family health Removes germs Promotions mainly in modern trade,
TV commercials in 2010
Aroma liquid hand wash kitchen wash (Housewife)
Milk and olive Moisturizer for soft skin
Santoor Essential oil Clean, vitamins and moisturizer TV commercial in 2011
Promotions mainly in Modern trade
that proposes fragrance and soft skinExtra moisturizing Moisturizer for soft skin
Glycerin and apricot pH balanced double protection
Fem Fem soft gentle soap (Chandan,
Bouquet, Peach, Lemon, Blossom)
Clean, soft and fragrance (Housewife) TV commercials stressing on
“Enjoy the touch”
Lifebuoy Child Care
LIFEBUOY Hand wash Primary & Secondary Research
Competition Offering in this sub categories
Primary Research
Hand
wash
21%
Soap
29%
No
Differenc
e
50%
Which is better hand wash or Soap
0 5 10 15 20
No
Yes
18
10
Aware of pH level of your soap
No
Yes
Factor Analysis
 32% respondent feel that children needs different
Hand wash than adults.
 Colored foam, excess foam and toy shaped
cleansers came out as key points through factor
analysis which will excite kids to wash hands
Other Findings
70% use soap over liquid hand wash
People feel soap scum is dirty in
kitchen & basin.
Retailers stock Dettol more than other.
Retailer find less loyalty among
customer.
Except Dettol other players don’t
provide POP and POS materials for
promotion
For Details

7. Target Problem Solution
Small
Kids
(age
between
3 to 12
years)
Kids are always reluctant to wash their
hands
Attractive packaging in
Animals/Cartoon shape
All Hand Washes are not suitable for
the Kids according their PH level
PH balanced Liquid
Hand Wash
Some time at the time of washing
their hand, they may touch their eye,
tongue or nose, which is unhealthy &
irritating
Colored Foam
Good fragrances can be
added
TARGET AUDIENCE – Kids (5 –12 yrs), SEC A & B+
Focusing on
FUN with
COLOR FOAM
Lifebuoy
Child Care
Interactive Web Experience for Kids
(PROJECT CLEAN)
1. Getting children excited about washing
hands is one of the best ways to
impact their habits
2. Students learn about importance of hand
wash through fun, interactive games and
lessons
3. Targeting learners aged 7 to 12, website
shows children how washing hands would
keep them disease free
4. Combines kid-friendly illustrations and
animation with engaging, science-based
activities covering cleanliness
Innovation in Approach
LIFEBUOY Child Care Hand Wash
Colored
Foam

8. LIFEBUOY Child Care Hand Wash
Product Price Place Promotion
Price according to
Market standard
(bench marking)
Premium pricing also
can be charged
Phase 1
(for 3/4
months)
• Test Marketing to be carried out in limited places
(mentioned above) in Metros like Chennai, Mumbai,
Delhi, Kolkata only
• Sales should be reviewed after 2 months of launch
Phase 2
(for 6/8
months
• Taking feedback & analysis of phase 1, Lifebuoy Child
Care HW can be launched in Tier-1 and Tier 2 cities
with wider promotional activity.
• In Phase 2 company should focus on high awareness.
Phase3
For next 1
year
• It is final phase of launch, where Tier 3 cities can be
targeted and Mass media promotions can be done.
• Company should focus on distribution and product
availability.
TEST MARKETING
1.Pre nursery Schools like Kid Zee, other Private
and Premier Schools
2. Associated with SPELL B type of competitions
3.Activities in mall – near Gaming Zone experiential
marketing, samples, trial usage
Launching Strategy
Communication Strategy
Distribution Strategy
Facebook - Mommy blogs, work-
from-home/cooking /domestic
lifestyle forums.
Handing over ads through black
films in cars
Scalability
In the long run, Company can increase the port
folio of Child Care Hand Wash according to
different fragrances, colors and design of
the bottles (Animal Series/Cartoon
Series/Super Heroes)
1.Magazines likeTinkle, chandamama, champak
2.Advertisement on School buses
3.Placing Child Care Hand wash posters, mirror stickers in
Schools
4.Giving kids labels, bookmarks
5. Standees and print ads in POP
HUL can leverage its very strong distribution channel.
But for hand wash category HUL should have to focus
on MTOs and retails chain stores.

9. http://www.ijdvl.com/article.asp?issn=0378-6323;year=2001;volume=67;issue=6;spage=290;epage=291;aulast=Tyebkhan
http://articles.timesofindia.indiatimes.com/2007-08-18/science/27959525_1_soap-brands-dry-skin-aloe-vera
http://www.revistafarmacia.ro/20101/issue12010art03.pdf
http://www.indianpediatrics.net/nov2010/959.pdf
Thank You
Financials
Sources
Individual Activity Budget (INR)
Squish Promotion 19.2 Lakh
PH Meter 11.1 Lakh
Hands Off 26.8 Lakh
!0 seconds Challenge 32.4 Lakh
Lifebuoy Child Care HW
Promotion
19.9Lakh
Sources : Advertisement Tariff)
FM Radio : Radio Mirchi and AIR
OOH : Live Media and OOH
Billboard : Mac media, Bright Outdoors, Reckon