Lifebuoy did amazing marketing champions during the covid PDF

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Marketing strategies of Lifebuoy...

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Lifebuoy did amazing marketing champions during the covid-19 pandemic, which contributes a lot to remain and increase their sales and reputation. This assignment will define not only the strengths and weaknesses but also the opportunities and threats of the two most effective and efficient marketing programs of Lifebuoy, A, and B, by using the SWOT analysis. The first paragraph will inform the readers with some background information about the world economy, FMCG industry, and Lifebuoy brand during 2019. The second part is the SWOT analysis of the two strategies and also give you some information about these strategies. The last paragraph is our team evaluation of these strategies, and some ideas which we think can leverage their strengths and fix their weaknesses. In 2020, the whole world is affected by Covid-19. Until now, November, after 1year from the first case of covid-19 is recorded in China, the number of death still increasing day by day, until now is over 61 million people. This epidemic not only affects people’s health but also destroy the world economics. According to IMF( International Monetary Fund), GDP per capita contracting across 170 countries due to the Covid pandemic, and even a short-lived outbreak would drag the world into a 3% GDP withdrawal. Many companies in all sectors bankrupt or be bought by other companies, for example, the bankrupt of Frontier Communications, noticeable that their revenue in 2019 is up to 1 billion dollars (Miller H. and Berk C. C., 2020). In the FMCG sector, stand for Fast Moving Consumer Goods, because of expanding unemployment levels around the world, the FMCG landscape will battle to bounce back within the short-term. Moreover, through the rest of this year and the next of the FMCG market will see less demand and more competition, according to Kantar, 2020. However, Lifebuoy, which is launch in 1894 with main products are shampoo, soap, and hand sanitizers, is a different case. This brand not only retains its sell and revenue but also increases it. The global monthly sell of Lifebuoy hand sanitizer increased by 56 times, and their liquid hand washes by three times compared to 2019 (SHARMA K., 2020) . It is one of the statistics that show that Lifebuoy adapts very well to this recession. However, we believe their increasing sell and revenue are the results of outstanding marketing strategies, which will be analyzed and evaluate in this assignment. We will do it by answering these questions: If these strategies are made at another time (without pandemic), will it still create a positive impact? How these strategies affect their revenue and profit? What factors make these two strategies become successful and stand out? How weaknesses affect the final result? What are the solutions to solve/reduce it? And how these strategies contribute to epidemic prevention by changing people's mindset and behaviors about how to protect themselves against the Covid-19? Such as they wash their hands regularly, wear facemask?

Originally, Lifebuoy’s marketing strategy was published by its enterprise to build their images in customers’ minds which is the mix 4Ps model, Product – Price – Place – Promotion. In the context of suffering from many difficulties in 2020, they used several marketing strategies like product/service innovation, marketing investment, customer experience, etc. which have helped the brand grow. That led to such impressive figures such as global monthly sell of Lifebuoy hand sanitizers increased by 56 times, their liquid hand washes by three times compared to 2019. If these strategies are made in another time, they will still be successful. Lifebuoy's omnipresence and influence have been substantiated in the pre-pandemic period. Those are what make clear difference in the effectiveness of these strategies during a pandemic versus another time (without pandemic). In June of this year, while the soap segment remained downbeat for Hindustan Unilever Ltd (HUL) year, India’s largest household goods maker is still betting high on the soaps business in the coming months as coronavirus has suddenly increased the demand for soaps. “While growth rates and usage rates of the past two to three months may not sustain, the HUL management seems confident in the opportunity for volume momentum and premiumization momentum being much stronger than it has been in recent years,” a Motilal Oswal report said on Monday, citing HUL MD Sanjiv Mehta. The company had scaled up the production of its Lifebuoy range of soaps even before the government imposed a lockdown as the company anticipated higher demand of soaps with people growing more concerned about hygiene owing to coronavirus outbreak. And, they was/were right. Human high demand of soap soared, with the vastness of the market that Lifebuoy was dominating, the product variety, affordable prices and big promotion of the effective of their products, those factors that led to Lifebuoy's remarkable success during the pandemic and proved to be more effective (stand out) compared to other strategies. Lifebuoy is one of the most popular and used soap brands in Vietnam. In urban and rural markets, the brand has gained a familiar and likable status due to its penetrating pricing. Despite being more famous, Lifebuoy always has lower price products than their rivals. Hence the pricing strategy in its marketing mix is mostly driven by competition. This has been an advantage for the brand and has led to making it one of the most popular choices among Vietnamese. Lifebuoy occupies huge market share in Vietnam and various other countries. In a significant move with long term benefits, the company’s strategy is to make its products available in every corner of the country, from urban areas to remotest cities. Lifebuoy has used the strong network established by HUL and proliferated by leaps and bounds and spread its products via a chain of wholesalers, dealers, and retailers. It has collaborated with 6000 suppliers, 4000 stockists and has already reached more than 80,000 villages. Owing to its strong network, it has been able to penetrate even into rural areas. In Vietnam it is easier to buy lifebuoy soap than to buy bread. During the pandemic, with the spread of the COVID-19 virus, people would want to use soap to protect themselves. Henceforth, Lifebuoy's prevalence will be maximized. Lifebuoy focuses on product quality such as cleaning and disinfection to meet the needs of the customer and makes it a product for every person's daily use. Lifebuoy was relaunched in (the:

Delete) 2002 with the new mix including the formulation and a repositioning of the brand to make it more relevant to both new and existing customers. New lifebuoy offers the protection against the germs, which can cause stomach infection, eye infection and infection in cuts and bruises. The new mixed formulation offers the significantly superior bathing experience. The new formulation, new health perfume and superior skin feel along with the popular red colour, have now registered conclusive and clear preference among the existing and new user. To make customers realize thay need their product, Lifebuoy uses positive and creative advertising concepts to seize the market. The company uses advertising, taglines as well as promotional campaigns. Some of its successful campaigns include: "Pre-epidemic warning", "Clean hand squad action". Lifebuoy has put a number of extensive communication tactics into practice to promote its products in the global marketplace. The enterprise has implemented advertising campaigns on television, radio, magazines, newspapers, billboards and online media. The Covid-19 pandemic has made their resolve to help build a fairer, more inclusive world stronger than ever, their campaign “Standing up for a human rights-based recovery” has achieved positive results. Lifebuoy has also launched an inspirational campaign “Help a Child Reach 5” which promotes hand washing to save a life. Lifebuoy has undertaken several CSR activities. This includes supplying soaps during natural calamities and crisis. Their aim is not only for short-term returns during the season, but to make Lifebuoy as a daily-life product, making users feel that this is an indispensable product in their lives. When the user used it every day as an essential product of their life, then Lifebuoy had successfully made long-term profits. Change customers behavior, not persuade them. Lifebuoy had completed the marketing mix. By looking at the data for Covid 19 cases in this pandemic, with 72,221,634 active cases, 1,612,014 deaths, and 614,892 daily cases per day as of December 14, 2020. This number shows that the current virus still around and still spreading rapidly within a day. What people can do is stay clean and maintains existing health protocols by washing hands with soap, wearing masks and maintaining distance. This must be done by the community in order to reduce the spread of the Covid 19 virus, even people should be able to stay at home and not travel outside, let alone outside the area, because maybe they can carry the virus and spread it to other people unconsciously. Strategy One of the health protocols recommended by the World Health Organization (WHO) to combat COVID-19 is hand washing. This is also in line with Lifebuoy's commitment which has been running for 86 years. Washing hands is highly recommended in the current corona virus pandemic. Moreover, now we will enter the new normal. One way for the new normal to run well is to be diligent in washing your hands besides wearing a mask and keeping your distance. Lifebuoy is also committed to providing affordable hygiene solutions and also supporting good hand hygiene. Lifebuoy has taken a big role in ensuring people can keep their hands clean wherever they are through its quality product range. Because previously the Lifebuoy Company has introduced a culture of proper hand washing to all consumers in the world, and it has been successfully done for 99 million hands worldwide.

Lifebuoy has now continued its full commitment to the habit of washing hands with hand washing soap. So that there is a positive impact on the wider community, especially during the corona virus pandemic like today. The strategy that Lifebuoy Company should do is to make “Travel size package products”. Because the level of cleanliness or hygiene in the world is currently increasing due to this pandemic. This makes many people keep their own bodies clean to avoid the corona virus which can spread very quickly through droplets or droplets when an infected person sneezes or coughs rather than through contaminated objects. Because most people now pay more attention to cleanliness or hygiene, they definitely need cleaning tools such as hand washing soap, hand sanitizers, and masks. It might sound odd to include masks in the list of products we are going to sell, but masks here are items that we can use as promotions for selling our products. The way for consumers to be interested in buying our products is by selling them in a package format. Because this looks more economical than buying it at retail, moreover we sell it using promos that can attract consumers to buy. So, we sell Lifebuoy products such as hand soap, hand sanitizer and masks in package formats. In this sales package, we provide a mask bonus for every purchase of 1 package. This will certainly attract the attention of buyers, because in one purchase package they can use it for their daily needs during a pandemic like this, especially in Indonesia. Besides making sales of lifebuoy products into packages, we can also make lifebuoy products in the form of travel sizes with a variety of products such as hand soap, hand sanitizer, shampoo and many more. This change in sales format can also maximize the ease of shopping for Lifebuoy products, especially during the Covid 19 pandemic, companies can increase sales in packages, because many people prefer to buy products that are practical and effective for themselves and others. Later, products with this travel size can also be traded on an ongoing basis even though the Covid 19 pandemic has ended. because many of the world community will travel to local and foreign destinations, the cause of many of the world's people who will travel to all local and international destinations is the level of stress and saturation that has occurred during the previous Covid 19 pandemic. because of the high traffic of the people of the world who will travel, they will really need a package for their own personal hygiene needs in a smaller size or travel size because it makes it more practical for them to carry it wherever they want to go and save space for the goods they want bring. Sales will be made in all shopping places in the world that are affected by the pandemic. For example in Indonesia, in Indonesia it will be sold in minimarkets, supermarkets, and small shops. However, sales will be maximized in the online sales sector through e-commerce, because in the online sales sector it is very good to do this in Indonesia, especially during a pandemic, online sales in Indonesia, especially in e-commerce, have increased to almost 2 times from 80 million transactions in Indonesia. 2019 to 140 million transactions only until August 2020.

If you look at the current number of Covid 19 patients in Indonesia and the level of public awareness of this virus, the products sold are in the travel size package format and also with the bonuses offered, this product should be able to sell in the market and can increase company revenues. This product can also answer public unrest during a pandemic like this, namely by the efficiency of the products that are taken for traveling in order to stay protected from the virus that is spreading. The strategy above that makes Lifebuoy products into travel size packages is also very useful in making Lifebuoy products work together with tourism in the world. All areas of tourism for now may have started to be active again, even though it was not normal like before the corona virus. However, even so the tourism sector for now definitely needs tools for visitors to protect themselves from this corona virus. This gives Lifebuoy products the opportunity to collaborate with tourism managers around the world. Because the product to be sold will be in a package or bag, the price offered to consumers tends to be cheaper than if the consumer buys the product in retail. This makes consumers psychologically prefer a more economical price, namely by buying products in the package or bag. The Lifebuoy company can play a role in the movement to handle and prevent the corona virus with the government, namely by being present as a provider of preventive needs for all people in a country. the movement to become a provider of preventive needs can start from providing preventive needs in tourism areas (zoos, parks, agricultural tourism, beaches, cultural tourism and many more), minimarkets, supermarkets, schools, universities, sports areas such as (swimming pool, basketball court, tennis court, baseball field, badminton court, volleyball court, football field, running track, table tennis), and public transportation (buses, trains, taxis, boats, and even planes). the provision of preventive needs at these places can be provided in a place where people will pass through the place before entering the place they want to visit, these places such as entrances, cashiers, ticket booths, and public transportation entrances. the provision of preventive needs can also be done at the exits where people visit and gather. Provision of preventive needs can also be done by distributing packages of preventive needs from Lifebuoy products to consumers one by one when they use a public facility or facilities in a country. In this strategy, we are not only looking for profits to increase income, but we also try to help answer what consumers need during a pandemic like this. With the efficiency of the products that consumers carry, consumers no longer need to worry if they can't find a place to clean themselves to avoid the Covid 19 virus.

SWOT Analysis

Strengths: The Strengths of this strategy are : 1. To help consumers find efficient products in the face of a pandemic. 2. Makes it easy for consumers to find products that are practical to carry wherever they want to go. 3. Increasing the trust value of consumers in Lifebuoy products. Because Lifebuoy plays a role in preventing the covid 19 virus 4. Can add product variants, for example : Travel size products.

Weakness : The Weakness of this strategy are : 1. A lot of product is wasted if there are few enthusiasts. The lack of interest in this product may be caused by consumers who prefer to buy products from Lifebuoy at retail and they think travel size package products are not reasonable to buy at the price offered. 2. This product is not environmentally friendly, the cause is the bag used in this sale. because using bags, the consumption of plastic bags increases so that this product can contribute more plastic waste. Opportunity The Opportunities of this strategy are : 1. Can work with the government to prevent the transmission of the corona virus by providing preventive needs for the current corona virus. This provision can be done in public facilities owned by the government. 2. Become a pioneer in the efficient prevention of the corona virus movement by always carrying a product package from Lifebuoy. 3. Making Lifebuoy a flagship product that is efficient to carry wherever consumers need it during a pandemic or not. Threats The Threats of this strategy are : 1. The movements that are followed by competitor brands, thereby narrowing the market that the Lifebuoy company seeks to achieve. 2. Condemnation by environmentally conscious people. Due to this increased use of plastic products, there is likely to be criticism from environmental conscious people. Questions and Answers

1. If these strategies are made at another time (without pandemic), will succeed? I believe this strategy will continue and can even be successful if it continues after the Covid 19 pandemic is over. Because the habit rate of staying clean in the world community has increased previously which is caused by the obligation to live clean and keep oneself clean before the Covid 19 pandemic is over. however, maybe the products that will be offered are more in the travel size format. Why so? because later after the Covid 19 pandemic is over, it is projected that there will be an increasing flow of tourism in the world. This increase in tourism occurs because of the previous very high levels of stress and boredom or boredom, so that many people want to go to tourist attractions to just calm the mind and even have fun with their family members. Due to the increased flow of tourism that will increase, Lifebuoy products should continue this strategy but with a slight modification in the sales format that will be offered to consumers who buy the product. This modification will be made to the product size format where this product will be sold in the travel size format. This travel size product format aims to make it easier for consumers who will travel to carry Lifebuoy products wherever they are going, this travel size product can also save consumers' storage space so they will prefer products with a travel size format compared to the regular size. 2. How these strategies affect their revenue and profit? In this strategy the most important thing is the number of sales that occur. If there are a lot of sales, then the income and profits will also be a lot and can even increase from before. Sales that will be made will be through offline sales, namely by selling in minimarkets, supermarkets, and even other offline stores. while online sales will also continue to be made through e-commerce around the world, for example Shopee, Alibaba, Amazon, and many more. However, this sale will not happen well if the promotion is mediocre. So, the promotions that Lifebuoy will do for this travel size package product will be carried out specifically on various social media platforms in the world, such as: Instagram, Facebook, Twitter, Youtube and many more. The social media used must also be in accordance with the country to be reached, for example if you want to r...