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Campaign Target Market ,Creative Brief , Media Strategy

Competitor Comparison Table , Market Survey ,Key Visual

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In the first week we had our first lesson of the semester and went through the tutor's explanation of the module's tasks and met new students to form groups.

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This week we found the group members, formalised the group, as well as choosing the brands we will promote.

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Brand position,Background of unilever

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Unilever is a british multinational fast moving consumer goods company,it was established back in 2 september 1929 after the merge of british soap maker lever and Dutch margarine producer Margarine Uni, the headquarter is located in london, United Kingdom. the main values adopted by the company are, creating a suitable environment where employees not only lives the company’s values in their own integrity, pioneering, respect and responsibility but are alert in identifying potential concerns, and confident about speaking up in such situations.

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USP

Unilever crafts a narrative of purpose-driven consumption, offering products that not only fulfill consumer needs but also contribute to a sustainable and equitable future.

Core brand values and messaging themes

Rooted in a philosophy of conscious consumption, Unilever champions environmental stewardship, social equity, and product innovation for a better world.

How the brand stands out from competitors

Unilever's distinction lies in its holistic approach to sustainability, seamlessly integrating ethical practices into every aspect of its business, setting a new standard for corporate responsibility in the consumer goods industry.

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SWOT Analysis ,Competitor Analysis

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Strengths ：It has a long history and good market reputation, and is widely known and trusted by consumers.

Weaknesses：There are many other well-known brands and Ben's brands in the market and the competition is very fierce.

Opportunities：With the increasing emphasis of consumers on hygiene and hand cleanliness, the market demand for hand sanitizer is showing a growing trend.

Threats：There are many strong competitors in the market, such as Dettol, Valex and other brands, which have a strong advantage in antibacterial and disinfection functions.

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In comparison to its competitors, Lifebuoy stands out for its comprehensive approach to hygiene and health. Here is an overview of where Lifebuoy stands:

Product Range: Lifebuoy has a diverse range of products similar to its competitors, including soaps, hand sanitizers, and body washes. This ensures it meets various consumer needs in the hygiene sector.

Price Range: Lifebuoy's pricing is competitive, sitting in the mid to high range. This positions it well against brands like Dettol and Safeguard, which also target similar price points, but slightly above Lifebuoy, which targets a broader demographic with more affordable options.

Advertising Methods: Lifebuoy employs a mix of traditional and modern advertising methods. Its use of TV commercials and digital ads is on par with competitors like Dettol and Dial. However, Lifebuoy also invests significantly in community health initiatives and educational campaigns, much like Lifebuoy, which helps build a strong brand image associated with health and hygiene education.

Other Relevant Aspects: Lifebuoy’s strong association with community health and hygiene education gives it a distinctive edge. This focus not only builds trust but also positions the brand as a leader in promoting public health, similar to Lifebuoy’s strategy.

Overall, Lifebuoy is well-positioned in the market with a strong product range, competitive pricing, and effective advertising strategies. Its emphasis on community health and hygiene education further enhances its reputation, making it a robust competitor in the hygiene and health sector.

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Advertising Objectives | Consumer Segmentation

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Primary Objective

Enhance hand washing prevalence among Malaysians through the promotion of Lifebuoy hand wash

Aiming to increase Lifebuoy's brand awareness in the hand wash market by 20%.

Secondary Objective

Boost social media exposure on Instagram and YouTube to achieve a 10% increase in followers and views.

Tertiary Objective

Increase the brand praise rate by 20%.

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Main target market

1. Family:

Demographics: includes young couples, families with children, the middle-aged and the elderly.

· Psychological characteristics: pay attention to family health and hygiene, and pay attention to preventing the spread of diseases.

· Behavioral characteristics: frequent purchase of health products, and tend to choose reputable brands.

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Secondary target market

1. Catering and Service industries:

· Demographics: including restaurants, cafes, hotels and other service industries.

· Psychological characteristics: pay attention to the health and hygiene of customers, and maintain a good corporate image.

· Behavioral characteristics: Frequent use of hand sanitizer and other sanitary   products to ensure the health and safety of employees and customers.

2. Public transport and facilities:

Demographics: including airports, train stations, bus stops and other public places.

· Psychological characteristics: pay attention to public health and prevent the spread of diseases.

· Behavioral characteristics: Provide hand sanitizer and other sanitation facilities in public places, and perform regular cleaning and disinfection.

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Geographical location and market positioning

1. Developing countries and emerging markets:

· Weibo has a strong presence in many developing countries and emerging markets in Asia, Africa and Latin America   where there is a high demand for basic hygiene products.

Consumer characteristics: Consumers in these markets are generally concerned with basic hygiene and often demand affordable and efficient hygiene products.

2. Developed countries and regions:

In North America, Europe and other developed countries and regions, Weibao mainly targets middle - and upper-income families and institutions that focus on high-quality hygiene products.

Consumer characteristics: These consumers are more concerned about product ingredients, safety and brand reputation, and are willing to pay a higher price for quality hygiene products.

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Unilever has a specific target audience for its brand Lifebuoy, which is Malaysian adults between the ages of 18 and 45 years old, mainly young/working adults in the Malaysian market. This target audience is even more important and interesting to Unilever as they need Lifebuoy the most in their daily lives. The daily activities of these customer segments cover everything from schools, construction sites, offices, etc. and require a strong hygiene and cleaning product like Lifebuoy.

Demographically, this target audience can be described as Malaysian adults between the ages of 18 and 45, who may be in the early or mid-career stages of their careers and are typically young professionals. Psychologically, this group is likely to be highly concerned about personal hygiene and health, especially in this era of heightened global awareness of hygiene and the need for reliable, convenient hygiene products to stay clean and healthy.

Behaviorally, this target audience may have busy lifestyles and may often need to work and move around in different environments; therefore, they need a hygiene product that is portable and can provide long-lasting protection for different occasions.

Geographically, this target audience is mainly concentrated in Malaysia and may be city dwellers or residents of peri-urban areas. They may live in densely populated urban areas or are workers in peri-urban areas and therefore need a product that can keep them healthy in different environments.

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Main target market

2. Schools and educational institutions:

Demographics: includes kindergartens, primary schools, secondary schools and higher education institutions.

· Psychological characteristics: Concern for the health and hygiene of students and desire to provide a safe learning environment.

· Behavioral characteristics: regularly purchase large quantities of hand sanitizer and soap, and participate in or hold health education activities.

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Tagline：Lifebouy - guarding the health of every moment.

The tagline emphasizes Lifebuoy's core value and brand image: to continuously protect users' health by providing reliable hygiene products. "every moment" emphasizes the continuous usefulness of Lifebuoy's products in providing health protection not only at a specific point in time, but in every moment of daily life.

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We created the concept Hands-On Health: New Socialization in the Post-Epidemic Era for Lifebouy.This concept, which emphasizes the importance of staying healthy while socializing, is a perfect fit for a brand like Lifebuoy and its mission to promote hygiene and wellness, which emphasizes that proper hand hygiene is the foundation of safe social interaction.

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Health challenges: Hand-washing challenges are organized in universities. Participants are required to wash their hands in accordance with proper hand-washing procedures within a specified period of time and are evaluated on indicators such as the duration and thoroughness of hand-washing, and an incentive mechanism is in place to encourage more people to participate.

Interactive experience activities: Carry out online and offline interactive activities, such as setting up "Health Pioneer" experience zones in popular shopping malls and university campuses, allowing consumers to experience the effects of the product and participate in interactive games and lucky draws to enhance brand stickiness.

Brand cooperation: cooperate with gyms, yoga studios and other brands to launch joint promotional activities to jointly publicize the importance of hand cleaning and attract more target consumer groups.

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Print Ad

lifebuoy will choose to publish in life or health magazines. For example.

ICON Fenghua & Everybody's Health, the cover of the magazines will highlight the hand sanitiser product itself and its antiseptic function.

Print adverts are credible, provide detailed product information and high quality visuals to the target audience, thus attracting customers.

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Vedio Commercial

We will shoot ourselves 30-second or so promotional videos and post them on streaming services (like TikTok, YouTube) with targeted advertising based on demographics and interests. 10 seconds before: We'll be filming washing hands with hand sanitizer Then 10s we will shoot the product itself, so that viewers can understand the brand we promote In the last 10 seconds, we will call for everyone to use hand sanitizer to create a sterile social.

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Social Media Content

We will create Lifebuoy hand sanitiser social media accounts to regularly post information and content related to hand hygiene. Organise online interactive activities such as prize draws or quizzes to encourage consumer participation.

Social media allows for real-time interaction with the target audience and fosters a sense of community for the brand.

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On-site Events

We hold product trial events in supermarkets and shopping malls (high-traffic locations) during weekends and holidays to allow consumers to experience the effectiveness of Lifebuoy hand sanitiser first-hand.

We organise live events to create buzz and get more people to learn about and try Lifebuoy's products, thus generating word-of-mouth marketing.

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Brand Refresh

We will update the packaging design of Lifebuoy hand sanitiser.

Through research, a product with beautiful packaging will attract more customers, the packaging will be blue and green to highlight the product's sterility and health, the whole design we pay attention to the use of simple style.

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Live Shopping

Lifebouy can work with online retailers or social media platforms to organise live streaming events where influencers or brand ambassadors can showcase products and offer rewards to stimulate purchases.

Nowadays, it has become a big trend for online celebrities to sell products live, which can attract a large number of consumers to buy through webcasting.

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Outdoor Advertising

We can place outdoor adverts in high traffic areas such as LED billboards or bus adverts. Shooting for an animated LED billboard located at LDP - PJ Icon 2 (A) in Petaling Jaya. Single sided display with dimensions of 60.00 ft (H) and 40.00 ft (W). Location is close to the Sunway exit and the Sunway Pyramid, a frequent route for the target audience. Proximity to universities (Taylor's University, Monash University, University of Twin Ways). Ensure consumers get noticed on their way to the university. Increase visibility of the campaign to the target audience.

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Radio Adverts

We chose to place radio adverts on popular radio stations such as ERA, Mix FM or Go FM. The adverts should be concise and emphasise the brand benefits of Lifebuoy hand sanitiser.

Radio advertising is a cost-effective way to reach a wide audience (especially those who are not active users of other media) who are exposed to our products while travelling to and from work or during other daily activities.

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Competitor Comparison Table （Liu yingli)

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Competitor Comparison Table （Liu yingli)

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                 market survey ( youssef)

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                 market survey ( youssef)

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1)would you be willing to participate in further product trials and feedback activities ? Yes/ No /Maybe

2)do you have other suggestions or feedback for Lifebuoy? No/ No / Yes/ No cuz i dont know what is it / Not yet/ can more dicount / Yes / No / Could have more scent

3)Would you recommend  Lifebouy products to family or friends? Definitely / Probably / Maybe / Probably not / Definitely not

4)which areas do you think Lifebuoy should improve? Packaging and design (39.4%), Product quality ( 24.8%), Scent ( 33%), Price ( 23.9%), Cleaning effective ( 17.4%), Moisturzing effect (7.3%), No idea (0.9%)

5)how would you rate the value for money of Lifebuoy products? Excellent, Good , Average, Poor, Very  poor

6) please rate your satisfaction with the following aspects ( 1-5 very dissatisfied and 5 being satisfied)

7) how satisfied are you with Lifebuoy products overall? very satisfied, satisifiied , neutral, dissatisfied ,very dissatisified

8) how often do you use Lifebuoy products? Daily, Several times a week , Several times a month, Occasionally , Never

9)  if yes, which Lifebuoy products have you used ?( check all that applied)

Soap (26.9%), Body wash (45.2%), Hand sanitizer ( 31.7%), Disinfectant ( 12.5%),

No ( 3.8), Never used before (1%), No use (1%)

10) have you ever used Lifebuoy products ? Yes,No

11) how did you hear about the Lifebuoy brand? ( check all that apply)

Tv commercials ( 23.1%). Social media ( 50%), Friends/ Family (24%), Supermarkets/ Stores ( 23.1%),Newpaper ( 7,7%), No ( 2.9%), Never heard of ( 1%)

12) have you heard of Lifebuoy brand? Yes, No

13)  Your gender: Male, Female

14 ) your age group : Under 18, 18-24, 25-34, 35-44, 45- 54, 55 and above

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Originally, our first presentation was in week 6, but due to time issues and problems with our group's co-ordination, it was moved to week 7, and with the help of our teacher, we were able to complete our first presentation more smoothly and learnt about our shortcomings and how to work on them next.

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Chinese herbal ingredients, Ay Tsao and honeysuckle

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We didn't do any new tasks this week, in catching up on completing and improving the first part. We are completing our WEEKLY LOG for the first half term.

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Caption:Unique herbal scent and natural plant

ingredients gently guard your skin.

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We decide to use Aysao and Honeysuckle to be our new scents

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I designed the hand sanitizer brand's perimeter sticker in a viral form because it is effective in getting people's attention. The viral form has a strong visual impact that makes the sticker more noticeable while reinforcing the brand's message of fighting viruses and maintaining hygiene. In addition, the design helps educate consumers and reminds them of the importance of hand hygiene. At the same time, the viral form adds a sense of fun and makes the brand image more approachable and friendly. All in all, this design enhances brand memorability and makes my hand sanitizer brand stand out from the crowd of competitors.

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The choice of using a forest background in the design of the banner is in line with the natural ingredients of the product. The forest background provides rich visual layers and colors to make the banner more attractive, and it also brings a relaxing and soothing emotional experience to help consumers feel comfortable after using the product. This design strategy not only enhances aesthetics, but also deepens the emotional connection for consumers.

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We gave presentations during the showcase and learned a lot of valuable skills and experiences These experiences and skills not only enhanced our academic abilities, but also laid a solid foundation for our future careers.