The segmentation of the soap market can be done on the basis of three price ranges – Economy, Popular and Premium. The price differential between the premium and economy segments is about 2X. The popular and economy segments accounts for about 4/5ths of the entire market for soaps.
World region: Asia
Country: India, Pakistan
Cities: All cities of India& Pakistan
Target Area: Urban, Semi Urban, Rural.
Target Area : Lower income group
Benefits: Total protection antiseptic soap.
User status: Regular user
Social class: Middle & Lower class.
Lifestyle: Outdoor- Oriented, Sports-Orie
After developing possible basis of segmentation, the company now has to evaluate the various segments and decide how many and which one to target. Unilever evaluates different segments for Lifebuoy on the basis of potential and growth of different segments.
It was first targeted for all family members but now they repositioned it self as beauty soap so their targeted market is changed from kids and house hold to women. We targeted all ages of women but focus more on the age 16 to 35.
Lifebuoy target middle class women of the age of 16 to 35,
Positioning involves designing the product and image that will occupy a distinctive place in the minds of the target market. The marketers at Lifebuoy have decided to create its own unique image and then strengthen the position in the customers’ minds. They have done this by taking a number of following steps:
They change its packaging design and also change the design of bar. They make the bar as the signature style of Lifebuoy. 2.
The brand has been positioned as for House hold women and teenagers girls.
POSITIONING STRATEGY (MORE FOR...
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