Abhijit Tibrewal | Karthik V | Monika Bishnoi | Piyush Agarwal | Shuv Aritra | Sowmya R

1. Liquid Hand Wash Section 2 Group 5 (Group M) Abhijit Tibrewal | Karthik V | Monika Bishnoi | Piyush Agarwal | Shuv Aritra | Sowmya R 2011PGP054 | 2011PGP074 | 2011PGP079 | 2011PGP089 | 2011PGP099 | 2011PGP102

2. IMC Planning Process Review of marketing plan Analysis of Promotional program situation Analysis of communications process Budget determination Develop integrated marketing communications program Sales promotion PR/ publicity Personal selling Direct marketing Internet/ interactive Advertising Develop objectives and strategy for each Develop message, media strategy, and tactics Integrate and implement marketing communications strategies Monitor, evaluate and control IMC Program

3. Strategic Challenges Develop integrated marketing communications program • 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 each Review Of Marketing Plan Develop message,media strategy and tactics Analysis of Promotional Program Integrate & Implement IMC Program Analysis of Communication Process Evaluate, Monitor & Control IMC Program Budget Determination

4. Develop integrated marketing communications program Objectives Develop Objectives & Strategies for each Review Of Marketing Plan Develop message,media strategy and tactics Analysis of Promotional Program Integrate & Implement IMC Program Analysis of Communication Process Evaluate, Monitor & Control IMC Program Budget Determination

5. Develop integrated marketing communications program 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 handwashes took one minute to do so! • Needed for a consumer angle to frame the whole thing- Answer: Children ! • The campaign titled ‘Superfast Handwash’ used the underlying insight on children’s behavior to not only make germ protection in just 10 seconds new and relevant for Lifebuoy but also to render competition’s high ground on germ protection very vulnerable Develop Objectives & Strategies for each Review Of Marketing Plan Develop message,media strategy and tactics Analysis of Promotional Program Integrate & Implement IMC Program Analysis of Communication Process Evaluate, Monitor & Control IMC Program Budget Determination

6. Develop integrated marketing communications program 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 each Review Of Marketing Plan Develop message,media strategy and tactics Analysis of Promotional Program Integrate & Implement IMC Program Analysis of Communication Process Evaluate, Monitor & Control IMC Program Budget Determination

7. External Develop integrated marketing communications program 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” Savlon: “Gentle Protection” Develop Objectives & Strategies for each Review Of Marketing Plan Develop message,media strategy and tactics Analysis of Promotional Program Integrate & Implement IMC Program Analysis of Communication Process Evaluate, Monitor & Control IMC Program Budget Determination

8. Develop integrated marketing communications program SWOT Develop Objectives & Strategies for each Review Of Marketing Plan Develop message,media strategy and tactics Analysis of Promotional Program Integrate & Implement IMC Program Analysis of Communication Process Evaluate, Monitor & Control IMC Program Budget Determination

9. Role of Advertisement Develop integrated marketing communications program Develop Objectives & Strategies for each Review Of Marketing Plan Develop message,media strategy and tactics Analysis of Promotional Program Integrate & Implement IMC Program Analysis of Communication Process Evaluate, Monitor & Control IMC Program Budget Determination

10. Current Proposition Develop integrated marketing communications program 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 mama’s 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 Lifebuoy’s Superfast Handwash Develop Objectives & Strategies for each Review Of Marketing Plan Develop message,media strategy and tactics Analysis of Promotional Program Integrate & Implement IMC Program Analysis of Communication Process Evaluate, Monitor & Control IMC Program Budget Determination

11. Communication Touch-points Develop integrated marketing communications program Develop Objectives & Strategies for each Review Of Marketing Plan Develop message,media strategy and tactics Analysis of Promotional Program Integrate & Implement IMC Program Analysis of Communication Process Evaluate, Monitor & Control IMC Program Budget Determination

12. Impact Develop integrated marketing communications program • 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, • and 80% believed that ‘Lifebuoy Handwash was faster than other soaps in killing germs’! Source: “Superfast Handwash” by Lowe Lintas and Partners Develop Objectives & Strategies for each Review Of Marketing Plan Develop message,media strategy and tactics Analysis of Promotional Program Integrate & Implement IMC Program Analysis of Communication Process Evaluate, Monitor & Control IMC Program Budget Determination

13. Budget Develop integrated marketing communications program Develop Objectives & Strategies for each Review Of Marketing Plan Develop message,media strategy and tactics Analysis of Promotional Program Integrate & Implement IMC Program Analysis of Communication Process Evaluate, Monitor & Control IMC Program Budget Determination

14. STP for the IMC Program Develop integrated marketing communications 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 each Review Of Marketing Plan Develop message,media strategy and tactics Analysis of Promotional Program Integrate & Implement IMC Program Analysis of Communication Process Evaluate, Monitor & Control IMC Program Budget Determination

15. Develop integrated marketing communications program • Advertising: • handwash category contributes to only 5% of the entire Lifebuoy brand • Few ads: showing not only children but entire family) • Guerrilla marketing (because not expensive, impacts consumers) • Sales Promotion: OK • Buy liquidwash with a soap, with a refill pouch) • Integrate trade promotion • Public Relations: Awareness about their proposition (on special days like Global handwash) • Personal Selling: • Direct Marketing: • Internet/ Social Media: • Facebook, Google+, Integrate PR Presence/ Absence Develop Objectives & Strategies for each Review Of Marketing Plan Develop message,media strategy and tactics Analysis of Promotional Program Integrate & Implement IMC Program Analysis of Communication Process Evaluate, Monitor & Control IMC Program Budget Determination

16. Teaser campaigns, Ads Descriptive copy Classified ads, Proposition, Jingles “Image” copy Status, glamour/comman man appeal Competitive ads Argumentative copy Point of purchase Retail store ads, deals “Last-chance” offers Price appeals Testimonials Hierarchy of Effects Model Develop integrated marketing communications program Cognitive Realm of thoughts. Ads provide information and facts Awareness Knowledge Liking Preference Conviction Purchase Affective Realm of emotions. Ads change attitudes and feelings Conative Realm of motives. Ads stimulate or direct desires Review Of Marketing Plan Develop Objectives & Strategies for each Analysis of Promotional Program Develop message,media strategy and tactics Analysis of Communication Process Integrate & Implement IMC Program Evaluate, Monitor & Control IMC Program Budget Determination

17. Develop integrated marketing communications program Develop Objectives & Strategies for each Review Of Marketing Plan Develop message,media strategy and tactics Analysis of Promotional Program Integrate & Implement IMC Program Analysis of Communication Process Evaluate, Monitor & Control IMC Program Budget Determination

18. Message Design Develop integrated marketing communications program Develop Objectives & Strategies for each Review Of Marketing Plan Develop message,media strategy and tactics Analysis of Promotional Program Integrate & Implement IMC Program Analysis of Communication Process Evaluate, Monitor & Control IMC Program Budget Determination

19. Develop integrated marketing communications program Media Strategy Develop Objectives & Strategies for each Review Of Marketing Plan Develop message,media strategy and tactics Analysis of Promotional Program Integrate & Implement IMC Program Analysis of Communication Process Evaluate, Monitor & Control IMC Program Budget Determination

20. Develop integrated marketing communications program 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 each Review Of Marketing Plan Develop message,media strategy and tactics Analysis of Promotional Program Integrate & Implement IMC Program Analysis of Communication Process Evaluate, Monitor & Control IMC Program Budget Determination

21. Develop integrated marketing communications program • The discussed IMC program is to be monitored based on the following schedule: Develop Objectives & Strategies for each Review Of Marketing Plan Develop message,media strategy and tactics Analysis of Promotional Program Integrate & Implement IMC Program Analysis of Communication Process Evaluate, Monitor & Control IMC Program Budget Determination

22. THANK YOU!