Presented ByGroup-2

Welcome To

Our Presentation

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Presented ToHonorable

Shital Sohani Chitra Lecturer

Department Of MarketingUniversity of Rajshahi

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Pick a category basically dominates by two main brands. Evaluate the positioning of each brand. Who are their target markets? What are their main point of parity and point of difference? Have they defined their positioning correctly? How might it be improved?

Presentation Topics

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We picked here a product category that is Soap. We picked here Lifebuoy and Sandalina Sandal Soap which are basically dominates by two main brand Unilever and Kohinoor Chemical Co. Ltd.

Unilever Bangladesh Limited

Kohinoor Chemical Co. Limited 4

Evaluation The brand positioning

Brand positioning is the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s minds The brand position of Lifebuoy Lifebuoy is one of Unilever’s oldest brands, and

has championed a message of health through hygiene for more than a century.

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The brand position of Lifebuoy Initial Positioning Strategy (from 1894 to

2002) Positioning shift (in 2002) Reinvesting positioning strategy (2004) Seasonal Positioning strategy (2013) Positioning in the urban markets  Rural Market strategy

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The brand position of Sandalina Sandal Soap

High quality bath soap made from 100% vegetable fat, it enriched with sandal wood oil.

Position on product features/benefits. Positioning rig by price. Position on user. Positioning by quality. Size and price. Packaging. 7

The Target Market of Each BrandIdentifying the consumer target is important

because different consumers may have different brand knowledge structures and thus different perceptions and preferences for the brand.

Target market of Lifebuoy Soap Target market of lifebuoy may

be those people who are affected by various skin disease such as Acne skin disease more than 85% 12-24 year olds have it!

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Target market of Lifebuoy soap is the all classes of people who live in society such as Kids, young, adults,

Target market of lifebuoy may be every family who are sensitive about various contagious diseases.

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Target market of Sandalina Sandal Soap It is quality bath soap made

from 100% vegetable fat, it enriched with sandal wood oil.

Target market of Sandalina sandal soap may be the young lady who are serious about their sensitive skin and who are aware of their beauty.

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The target market of Sandalina sandal Soap may be the religious conscious people by using advertisement strategy.

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Points of Parity (POP) are usually the attributes or functionalities or benefits or any other marketing mix elements that are not unique to the brand and might be shared by some or all the competitors, as they mostly include the basic necessities for a brand to be considered in a particular category.

Two types of point of parity Category Points of Parity, Competitive Points of Parity to capture the market position.

Point of parity of each brand

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Point of parity and point of difference of Lifebuoy

Points of parity of Lifebuoy are those associations or particular attribute of lifebuoy that can attract the customer easily, these attributes are:

Family soap Ingredients Quality Innovation

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Points of difference of Lifebuoy PODs are attributes or benefits that consumers strongly associate with a brand, positively evaluate and believe that they could not find to the same extent with a competitive brand.

Points of difference of life buoy are those features or attribute of lifebuoy that the consumer can easily differentiate and positively evaluate this soap from its competitors. This attributes are:

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History & Heritage. Exclusive imagery. Achievement. Premium Price.

Points of difference of Lifebuoy

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Point of parity Sandalina Sandal Soap Family soap Differentiation with competitors Good imagery

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Point of difference of Sandalina Sandal Soap Vegetable fat Sandal wood oil Attractive packaging

Have they defined their positioning correctly The answer is Yes because,

Both company defined their market position correctly. Because, their target market was correct, the product attribute of Lifebuoy and Sandalina Soap properly defined through the customers.

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How might it be improved Both company define their market position correctly, so they need to develop their market strategy and it should stick to what it has been doing. I think that some more forward thinking innovation is required as more and more. There is need to change consumer perception to improve market positioning of Lifebuoy and Sandalina soap to hold their market position gradually.

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Thanks

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