Safeguard Marketing PlanDocument Transcript

1. Principles of Marketing MARKETING REPORT ON P&GS SafeguardINSTITUTE OF

BUSINESS & TECHNOLOGY (BIZTEK)
2. TOPICMARKETING ANALYSIS OF SAFEGUARD BY P&G
3. Preface: This report is based on Safeguard Pakistan, a successful and popular soap
brand of P&G. it focuses on the different aspects relating to marketing ofSafeguard in
the Pakistan market. The reasons of choosing Safeguard as theobject of our report are
its successful marketing strategies and increasing share growth rate in the Pakistan
soap industry. This report provides an insight on the marketing philosophies, marketing
tools and different marketing strategies used by Safeguard and its mother company
P&G, with all information gathered from reliable sources. This report also includes a
brief introduction of P&G and its executivesummary aswell as an interview with the
marketing manager of Safeguard. We have concluded our report with our own personal
suggestions and recommendations for the improvement of our selected brand, based
on our marketing knowledge and assessments.
4. Acknowledgment Before commencing this report on marketing, we would like to
thankalmighty ALLAH. We would also like to acknowledge the contributions ofsome
people, without whose help and assistance this report wouldnt have been possible. We
extend or heartiest gratitude to our course instructor, Ms.Tahira Yasmeen, whose able
guidance and assistance showed us the right path to approach this report. We would
also like to thank the brand manager of Safeguard, Mr.Adnan Kisat for sharing his
precious time and knowledge with us.We are also indebted to all the shopkeepers who
contributed their knowledge about the distribution, prices and other issues regarding
Safeguard to this report. Lastly, we would like to thank our parents and all our well-
wishers, whose prayers made this report possible. We dedicate this report to all those
people who contributed to this report.
5. TABLE OF CONTENTS: CONTENTS PAGE NO.EXECUTIVE
SUMMARY6-7 COMPANY AND MARKETING
PHILOSOPHIES.8-14 MARKETING
MIX15-17 EXTERNAL AND INTERNAL
FACTORS AFFECTING THE BRAND...18-20
PRODUCT CLASSIFICATION, PRODUCT LINE&MIX, PRODUCT LIFE
CYCLE..21-24 BRAND POITIONING AND BRAND
STRATEGY25 CHANNEL OF DISTRIBUTION..26
TOOLS OF PROMOTION MIX USED BY P&G FOR
SAFEGUARD27 CURRENT
ADVERTISING CAMPAIGN...28-32 INTERVIEW WITH THEW
MARKETING MANAGER OF SAFEGUARD33-
34 SUGGESTIONS AND RECOMMENDATION35
REFERENCE.
6. EXECUTIVE SUMMARYThe summary of our report is given below: P&G Pakistan is a
subsidiary of Procter and Gamble, International.it started operating in Pakistan in 1991.
It is offering 4 different product lines in Pakistan including, Personal & Beauty products,
House & Home products, Health & Wellness products and Baby & Family products. It is
a company following the marketing concept. Safeguard Pakistan, was launched in
1995 as a brand of P&G, Pakistan. Safeguard is an anti bacterial soap It is available in
different flavors and sizes Its pricing approach is value based It is widely distributed
and is distributed through an indirect channel It is highly promoted through
advertisement, sales promotion and Public Relations. It is positioned as a high-value
antibacterial soap It is classified as a fast moving consumer good or FMCG. Its brand
strategy is line extension strategy It is currently in the growth stage of the product life
cycle The strengths of Safeguard are its advertising effectiveness, adequate financial
resources, product innovation skills, market leadership and experience The weakness
of Safeguard is its higher prices relative to its competing products
7. The opportunities for Safeguard are market penetration, market development and
diversification. The threats posed to Safeguard are increasing competition and bargain
power of suppliers and consumers. The current advertising campaign of Safeguard is
Commander Safeguard The target market of Safeguard includes mothers and
professional doctors. Safeguard does its heavy advertising through television in which
its cartoon films on Commander Safeguard are very popular. Safeguard has also
started off with its school education programs to have a direct contact with the children
in order to create awareness of germs and the ways to prevent from them. They
advertise their product on billboards, which can be found in Pakistan across Karachi,
Lahore and Islamabad. Moreover, they also advertise their product in newspaper and
magazines. They have their annual exhibition at Expo Centre. They also conduct a
weekly radio programme on FM 101 where children can talk to Commander Safeguard.
They also advertise through electronic media, their website is
www.commandersafeguard.com. Commander Safeguard is its lucky mascot due to
which most of the children across Pakistan have been its major audience.
8. Procter & Gamble
9. ABOUT THE COMPANY: P&G-BACKGROUNDProcter and Gamble Corporation is the
leading consumer goods company with amission to improve the lives of consumers
wherever it operates.P&G is an International Company reaching out to almost the entire
worldpopulation with more than 250 brands in 130 countries. Many of these world
brands(Ariel, Tide, Pert Plus, Pantene pro-V, Head & Shoulders, Pampers and
Always)have become famous household names and are found in almost every
home.Headquartered in Cincinnati-Ohio in the USA, P&G has local operations across
theglobe in more than 80 different countries, including numerous manufacturing
sitesand 18 R&D-technical centers. P&G is an internationally owned company
withpublicly traded shares, currently owned by over one million shareholders
fromaround the globe.P&G employs over 100,000 people from all over the world,
spread evenly between 1-USA, 2-Europe/Middle East and Africa and 3-Latin
America/Asia. P&G hires andrespects individuals regardless of race, color, religion,
gender, age, national origin,citizenship or disability, and actively promotes diversity
within its organization aswell as in its business operations.
10. P&G PAKISTAN-A BRIEF HISTORY:Procter & Gamble started its operations in
Pakistan in 1991 with the goal ofbecoming the finest global local consumer goods
company operating in Pakistan.With commitment came growth, and in 1994 we
acquired a soap-manufacturingfacility, a sprawling 7-acre land at Hub, Balochistan.
Over the past nine years, theplant achieved state-of-art manufacturing technologies and
quality assuranceprocesses. With a recent strategic investment of 5 million dollars, the
bar soapproduction capacity jumped three-fold.As a company we have always believed
in the potential Pakistan has as a countryand a nation to develop and excel. No wonder
P&G Pakistan, within the last 12years, has reinvested over $100 million in Pakistan and
has contributed close toseven billion rupees to the Pakistani governments revenues
over the last 5 years inthe form of sales tax, customs and excise duties. That is also
why Pakistanis hold99% of the jobs that P&G Pakistan creates in Pakistan. All this
makes P&G a morelocally involved company than many companies actually
headquartered inPakistan.Since the inception of P&G Pakistan, we have always
committed ourselves tobusiness growth, consumer satisfaction and community
development. Thanks to ourcommitted base of employees, customers, vendors,
stakeholders, and above all,consumers, today we are one of the most thriving
operations in Pakistan.
11. Proctor & Gambles (PG) Mission StatementPURPOSEWe will provide branded
products and services of superior quality and value that improvethe lives of the worlds
consumers. As a result, consumers will reward us with leadershipsales, profit, and value
creation, allowing our people, our shareholders, and thecommunities in which we live
and work to prosper.VALUESP&G is its people and the values by which we live.We
attract and recruit the finest people in the world. We build our organization fromwithin,
promoting and rewarding people without regard to any difference unrelated
toperformance. We act on the conviction that the men and women of Procter &
Gamblewill always be our most important asset.Leadership We are all leaders in our
area of responsibility, with a deep commitment to deliver leadership results. We have a
clear vision of where we are going. We focus our resources to achieve leadership
objectives and strategies. We develop the capability to deliver our strategies and
eliminate organizational barriers.Ownership We accept personal accountability to meet
our business needs, improve our systems, and help others improve their effectiveness.
We all act like owners, treating the Companys assets as our own and behaving with the
Companys long-term success in mind.Integrity We always try to do the right thing.
We are honest and straightforward with each other. We operate within the letter and
spirit of the law. We uphold the values and principles of P&G in every action and
decision. We are data-based and intellectually honest in advocating proposals,
including recognizing risks.
12. Passion for Winning We are determined to be the best at doing what matters most.
We have a healthy dissatisfaction with the status quo. We have a compelling desire to
improve and to win in the marketplace.Trust We respect our P&G colleagues,
customers, and consumers, and treat them as we want to be treated. We have
confidence in each others capabilities and intentions. We believe that people work
best when there is a foundation of trust.OUR PRINCIPLESWe Show Respect for All
Individuals We believe that all individuals can and want to contribute to their fullest
potential. We value differences. We inspire and enable people to achieve high
expectations, standards, and challenging goals. We are honest with people about their
performance.The Interests of the Company and the Individual Are Inseparable We
believe that doing what is right for the business with integrity will lead to mutual success
for both the Company and the individual. Our quest for mutual success ties us together.
We encourage stock ownership and ownership behavior.We Are Strategically Focused
in Our Work We operate against clearly articulated and aligned objectives and
strategies. We only do work and only ask for work that adds value to the business.
We simplify, standardize, and streamline our current work whenever possible.Innovation
Is the Cornerstone of Our Success We place great value on big, new consumer
innovations.
13. We challenge convention and reinvent the way we do business to better win in the
marketplace.We Are Externally Focused We develop superior understanding of
consumers and their needs. We create and deliver products, packaging, and concepts
that build winning brand equities. We develop close, mutually productive relationships
with our customers and our suppliers. We are good corporate citizens.We Value
Personal Mastery We believe it is the responsibility of all individuals to continually
develop themselves and others. We encourage and expect outstanding technical
mastery and executional excellence.We Seek to Be the Best We strive to be the best
in all areas of strategic importance to the Company. We benchmark our performance
rigorously versus the very best internally and externally. We learn from both our
successes and our failures.Mutual Interdependency Is a Way of Life We work together
with confidence and trust across business units, functions, categories, and geographies.
We take pride in results from reapplying others ideas. We build superior relationships
with all the parties who contribute to fulfilling our Corporate Purpose, including our
customers, suppliers, universities, and governments.
14. ABOUT THE BRAND Safeguard, launched in 1995 by Procter & Gamble has set new
standards for defining"health & hygiene" in Pakistan. It is an anti-bacterial soap
thatprovides germ protection for twice as long as ordinary soaps making itthe doctors
number 1 recommended choice throughout the world. Inaddition to germ protection, it
also caters to various other needs such asbeauty care and protection against sweat
odor.
15. MARKETING MIXSafeguard is one of the most popular soap brands of Pakistan, which
is popular withpublic because of its appropriate marketing strategies and an excellent
marketing mix.Discussed below are the tools of marketing mix, used by Safeguard, to
satisfy the needsand wants of its target market and for maintaining its competitive
advantage over itscompetitors.PRODUCT:As defined by the company, Safeguard is an
anti-bacterial soap, based on clinical testing,that provides both effective germ removal
and deodorant protection. It provides effectivegerm removal, yet is mild enough for the
whole family.Given below are its product attributes:Variety: it is available in a variety of
colors and flavors like aloe Vera, sandalwood,vitamin-e, menthol, lemon, beige, pure
white, herbal (colors)It is also available in two different sizes of 75grams and 125 grams
with prices of Rs.14and Rs.21 respectively.Quality: Safeguard is a high quality anti
bacterial soap, which is approved by the PMA(Pakistan Medical Association) and is
clinically tested.Features: it offers germ removal and deodorant protection and is
available in eye-catching colors with pleasant fragrances.Brand name: its brand name,
Safeguard, promises protection against germs anddiseases.Packaging: it is packaged
in a well-designed pack with a shield placed in the center,which highlights its
effectiveness against germs. Its pack also contains a certification bythe PMA to ensure
its good quality.
16. PRICE:The pricing approach used by Safeguard is value-based and the price-quality
strategy ispremium strategy, as it is available at a higher price than other antibacterial
soaps like,treat and lifebuoy because of its higher quality.Its pricing is done with respect
to its product line, with different sizes of soap bars havingdifferent prices.Given below is
the list of prices for different sizes of soaps offered by Safeguard: Size Price 125 grams
Rs. 75 grams Rs.Place:It is a widely distributed soap, which is available in nearly all
cities of Pakistan. it isdistributed through a complex distribution channel and is sold
through retail stores atconvenient locations and is easily available.
17. Promotion:It is a highly promoted product which is promoted through advertising, sales
promotionand public relations.It is advertised through electronic media and print media,
for example; the CommanderSafeguard advertisement is aired on TV and radio and is
printed in newspapers andmagazines and it is also advertised through billboards.For
sales promotion, Safeguard has its own website by the name of
CommanderSafeguard.com where they have lucky draws and other attractions for
kids.Safeguard also has its own public relations department where any
queries,comments orcomplaints from the public are registered. It was also involved in
raising funds for theearthquake victims and also started a safai program in schools all
over the country.Currently, Safeguards mother company, P&G, is involved in the Sehat-
O-Safaicampaign to educate school children about the importance of personal hygiene,
especiallyhand washing with soap.
18. EXTERNAL AND INTERNAL FACTORSThe external and internal factors in a
companys marketing environment form itsstrengths, weaknesses, opportunities and
threats. a company has control over its internalenvironment which consists of the
company, suppliers, consumers, marketingintermediaries, competitors and public. So,
any advantage that a company gains bycontrolling any of these factors is considered as
its strength. Similarly, failure to controlany one of these factors results in a weakness for
the company.The external factors facing a company like, demographic factors,
technological factorsetc., cannot be controlled by the company and pose threats as well,
as opportunities forthe company. In Safeguards marketing environment, its strengths,
weaknesses, opportunities andthreats are determined by the following factors: SWOT
ANALYSIS OF SAFEGUARDSTRENGTHS: Adequate financial resources Product
innovation skills Acknowledged market leader Advertising effectiveness Ahead on
experience curveAdequate Financial resources:One of the strengths of Safeguard is its
adequate financial resources. Because of being abrand of P&G, it has sufficient funds to
finance its marketing strategies and to bear lossesProduct Innovation Skills:Another
strength of Safeguard are its product innovation skills. It has a long product linewith
many variants and has added many features to its products since it was introduces
in1995.Acknowledged market leader:Safeguard has a high market share and is the
leader of anti-bacterial soap industry whichis its biggest strength.Advertising
Effectiveness:The advertising campaigns launched by Safeguard have been very
effective and havepositioned it well in the minds of its consumers.
19. Ahead on experience curve:Safeguard was the first brand of good-quality anti-bacterial
soap that was launched inPakistanWEAKNESSES: PricePrice:The main weakness of
Safeguard is its higher prices relative to its competing products. A125 grams Safeguard
soap bar is available for Rs.21 whereas the same size bar oflifebuoy is available for
Rs.13.OPPORTUNITIES: Serve additional customers Enter new market segment
Diversify into related productsServe additional customers:Safeguard has various
opportunities for growth in the market, which include theopportunity of serving additional
customers through market penetration. Safeguard canincrease its market penetration by
promoting its use in hospitals and such other placeswhere anti-bacterial soaps can be
used.Enter new market segment:Safeguard also has the opportunity of entering a new
market segment by increasing itsproduct line horizontally. It can modify its anti-bacterial
soap into a beauty soap whichpromises germ protection and can enter in the beauty
soap market.Diversity into Related products:Safeguard can also introduce a new
product line of liquid cleaners and other relatedproducts to increase its growth.
20. THREATS: Increasing competition Growing bargain power of customers &
suppliersIncreasing competition:The threats posed to Safeguard from the external
environment include increasingcompetition. Safeguard is facing increasing competition
from other anti-bacterial soapbrands like lifebuoy, treat and dettol.Lifebuoy has
launched an aggressive promotional campaign against Safeguard by thename of
Lifebuoy Germ busters which is based on a similar format as CommanderSafeguard
campaign launched by Safeguard. They have used celebrity endorsement intheir
campaign with Inzamam-ul-Haq against Safeguards celebrity endorsement ofShahid
Afridi. Lifebuoy is attacking the brand positioning of Commander Safeguard bycalling it
a fake super hero.Growing bargain power of suppliers & customers:With the increase in
the supply of anti-bacterial soaps in the market, another threat that isposed to
Safeguard is the growing buying power of its suppliers and customers.
21. PRODUCT CLASSIFICATION Safeguard is a soap brand and is therefore classified as
a consumer good, which falls in the category of convenience goods or FMCG (fast
moving consumer good). Because of being a convenience good that is purchased
frequently with little or no planning, it isavailable at an affordable price, is promoted
heavily through advertising, sales promotion and PR, is distributed widely and is
available at convenient locations. Types of consumer products Convenience goods
Shopping goods Is a convenience good Specialty goods Unsought goods
22. PRODUCT LINE & MIXSafeguard is a brand of P&G (Procter and Gamble, Pakistan).
P&G offers a varietyof different product lines in Pakistan with different brand names.
Given below is alist of the product mix offered by P&G to the Pakistan market and the
brandsoffered in each product line.The products of P&PersonalG can be categorized
in following areas: & HouseBeauty & HealthHome & BabyWellness & Pet
NutritionFamily & CarePersonal & Beauty:1.Antiperspirants/Deodorants a. Old
Spice2.Cosmetics a. Cover Girl3.Hair Care a. Pert Plus b. Pantene c. Head &
Shoulders d. Herbal Essences4.Personal Cleansing a. Camay b. Safeguard5.Prestige
Fragrances a. Hugo Boss
23. 6.Skin Care a. Olay b. Gillette Complete SkincareHouse & Home Products:1. Laundry:
a. Tide b. Arial 2. Snacks & Beverages: b. PringlesHealth & Wellness:1.Health Care: a.
PUR b. Vicks2. Oral Care: a.Crest b. Oral-BBaby & Family: 1.Baby Care a. Pampers
24. PRODUCT LINE OF SAFEGUARDSafeguard is available in different flavors and sizes,
which make up its product line. Theproduct line of Safeguard in terms of both flavors
and sizes is given below:PRODUCT LINE (FLAVORS):1.Pure White2.Aloe
Vera3.Lemon4.Herbal5.Menthol6.Sandalwood7.Vitamin EPRODUCT LINE (SIZES): 1.
125 GRAMS2. 75 GRAMSPAKSIA Variants 75g 125g Pure White 14 21 Aloe Vera 14
21 Lemon 14 21 Herbal 14 21 Menthol 21 Sandalwood 21 Vitamin E 14 21
25. PRODUCT LIFE CYCLE-PLCSales growth Growth Introduction 1995 2006 PRODUCT
LIFE CYCLE OF SAFEGUARDINTRODUCTION:According to the product life cycle, the
introduction stage of Safeguard falls in the year1995 when it was introduced in the
Pakistan market and its sales were very low.GROWTH: The growth stage for Safeguard
started around the year 1998 and it has continued sincethen. Around the year 2000, the
sales growth of Safeguard was approaching the maturitylevel but due to some
modifications in the product attributes and good promotionstrategies, Safeguard was
able to maintain its sales growth and is still reaping the benefitsof its timely actions.
26. BRAND POSITIONINGThe brand positioning of Safeguard is that of a good quality anti-
bacterial soap. It ispositioned in the consumers mind as a reliable soap brand that
protects them againstgerms and diseases, provides cleanliness and helps you stay
healthy.Its positioning is benefit focused that highlights its brand attributes. But,
Safeguard hasnow shifted its positioning focus to beliefs and values by projecting itself
as a Pakistanloving and cleanliness giving brand.Positioning statement: Jaraseem se
hifaazat, din raat lagatarThe positioning of Safeguard is reflected by this positioning
statement that emphasizes onthe 24-hour protection, from germs and diseases,
provided by Safeguard. It alsohighlights the efficiency of Safeguard that it keeps fighting
germs all day and gives youprotection for a longer period than other anti-bacterial
soaps. BRAND STRATEGYThe brand strategy of P&G for its brand, Safeguard, is line
extension strategy. it isavailable in a variety of flavors like pure white, herbal,
sandalwood, vitamin-e, mentholand Aloe Vera. Besides this, it is also offered in two
different sizes of 125 grams and 75grams.
27. CHANNEL OF DISTRIBUTIONSafeguard is a fast moving consumer good or FMCG
that is widely distributed and isavailable at convenient locations. Therefore, the channel
of distribution through which itis distributed is indirect. So, it has to pass through
different channel levels orintermediaries before reaching the final consumer.Given
below is a figure depicting the channel of distribution of Safeguard. Channel of
distribution: Safeguard Manufacturer Wholesaler Jobber Retailer ConsumerSafeguard
is distributed through 4 different intermediaries before reaching the finalconsumer. The
manufacturer distributes it to the wholesaler who passes it forward to thejobber. From
the jobbers, it is distributed to the retailers and then it finally reaches thefinal consumer.
28. TOOLS OF PROMOTION MIX USED BY P&G FOR SAFEGUARDThe various
promotion tools used by P&G for Safeguard are the following: Advertising Sales
promotion Public relationsAdvertising:Safeguard is advertised through both print and
electronic media. Safeguard commercialsare aired on TV and radio (electronic media)
and its advertisements are also printed innewspapers and magazines (print media).
Besides this, one can also find Safeguardbillboards placed on various roads across the
country.Sales promotion:Another tool used by P&G for promoting Safeguard is sales
promotion. For this,Safeguard has its own website which offers various attractions for
children (target marketof Safeguard), including lucky draws. Besides this, Safeguard
also sponsors differentcontests for children in weekly newspaper magazines, where
children can enter a contestby sending a wrapper of Safeguard along with other
details.Public relation:Fro public relation, P&G has its own website which offers
complete detail about itsproducts and full contact information for the public.P&G and
Safeguard are also involved in many societal activities such as raising funds forthe
earthquake victims. Also, Safeguard conducted numerous campaigns, for
promotingcleanliness and patriotism, in many schools across Pakistan.
29. CURRENT ADVERTISING CAMPAIGNThe current advertising campaign of Safeguard
is, Commander Safeguard. Throughthis campaign, the company has tried to project
intangible germs as tangible charactershaving names like kachra rani, dirtoo,
ghunsunna and algham who spread germs anddiseases in the entire country and are
targeted and killed by Safeguard, projected asCommander Safeguard who is a super
hero.The Commander Safeguard cartoon documentary is shown on different TV
channels andis very popular with kids. Besides being aired on TV, Commander
Safeguards story isalso aired on radio.Commander Safeguard story strips are also
published in certain newspapers (for children)and he has become a household
name.The main idea communicated through the Commander Safeguard advertisement
is itshigh-efficiency germ removal action and quality. It is a persuasive advertisement
thatencourages kids to fight germs by using Safeguard. International Advertising
Limited is its advertising agency.
30. THE CHARACTERS Commander SafeguardAlgham Dirtoo Ghunsunna Kachra rani
31. CHARACTER DESCRIPTION:Commander Safeguard:Commander Safeguard is a
super hero from the planet Trico. He is the best friend of allkids and the worst enemy of
all germs. He is good looking has a great sense of humor andnever panics in any
circumstance. in short he is James bond, Zorro and batman all rolledinto one. his tools
include Germishield which protects against germs day through night,non- stop and a
sudden gun that shoots TCC to kill germs.ALGHAM:Algham is a large clumsy mass of
green blob. It has specialized in spreading cold virusand drips slimy waste from his
body. he throws his green blob in the form of lethal splitballs at his enemies. he is the
most dangerous of all germs and has been appointed as ashunchman by dirtoo and has
also been named as his succesor.DIRTOO:Dirtoo is the king of all germs. He speaks in
a low menacing voice and is a control freak.he believes that humans are inferior human
beings and dreams that one day germs willrule the world and he will rule over all of
them. When he laughs in an evil way, millionsof dirtoos emancipate from his body. he
hates Commander Safeguard because he alwaysfoils his plan of making kids
sick.GHUNSUNNA:Ghunsunna is Dirtoos chief spy. He specializes in spreading
coughs among children. Heleads the spy brigade which keeps an eye on the
happenings in the human areas andissues regular reports directly to dirtoo.he is a
stammering little creature who has thetendency to panic and run at the first sign of
danger. he has never gotten beaten in a battlebecause he has never fought
one.KACHRA RANI:Kachra rani is an immortal germ monster created from all the
rubbish and filth in theworld. She specializes in spreading infection in wounds. She lives
in litter bins and getsher strength from trash and filth. She idolizes dirtoo for whom she
is willing to doanything. She hates kids who stay clean and follow hygiene habits
because she cannotharm them
32. Success:The commander safeguard advertising campaign has been very successful
and hasaccomplished all its advertising objectives. it has positioned it as a high
performancegerm removal soap that provides cleanliness and keeps people healthy.It
has also created awareness amongst people about the dangers and threats posed
bygerms and the projection of germs as tangible characters through this campaign has
alsobecome a huge hit. Commander Safeguard has been established as childrens
favoritesuper hero, so, dont be surprised if you hear children singing,Pak pak Pakistan,
saafsaaf Pakistan har pal har dam azam hamara, safeguard Pakistan