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MARKETING REPORT ON
P&G’S
Safeguard
MARKETING ANALYSIS OF
SAFEGUARD BY P&G
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 of
Safeguard in the Pakistan market. The reasons of choosing Safeguard as the
object of our report are it’s’ successful marketing strategies and increasing
share growth rate in the Pakistan soap industry.
This report also includes a brief introduction of P&G and its executive
summary 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.
Acknowledgment
Before commencing this report on marketing, we would like to thank
almighty ALLAH. We would also like to acknowledge the contributions of
some people, without whose help and assistance this report wouldn’t have
been possible.
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.
TABLE OF CONTENTS:
EXECUTIVE SUMMARY……………………………………6-7
• MARKETING MIX……………………………………………15-17
• CHANNEL OF DISTRIBUTION……………………………..26
SAFEGUARD…………………………………………………27
OF SAFEGUARD……………………………………………33-34
• REFERENCE………………………………………………….
EXECUTIVE SUMMARY
The summary of our report is given below:
• The weakness of Safeguard is its higher prices relative to its competing products
• 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.
• 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.
• Commander Safeguard is its lucky mascot due to which most of the children across
Pakistan have been its major audience.
Procter & Gamble
ABOUT THE COMPANY: P&G-BACKGROUND
Procter and Gamble Corporation is the leading consumer goods company with a
mission to improve the lives of consumers wherever it operates.
Headquartered in Cincinnati-Ohio in the USA, P&G has local operations across the
globe in more than 80 different countries, including numerous manufacturing sites
and 18 R&D-technical centers. P&G is an internationally owned company with
publicly traded shares, currently owned by over one million shareholders from
around 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 and
respects individuals regardless of race, color, religion, gender, age, national origin,
citizenship or disability, and actively promotes diversity within its organization as
well as in its business operations.
P&G PAKISTAN-A BRIEF HISTORY:
Procter & Gamble started its operations in Pakistan in 1991 with the goal of
becoming the finest global local consumer goods company operating in Pakistan.
With commitment came growth, and in 1994 we acquired a soap-manufacturing
facility, a sprawling 7-acre land at Hub, Balochistan. Over the past nine years, the
plant achieved state-of-art manufacturing technologies and quality assurance
processes. With a recent strategic investment of 5 million dollars, the bar soap
production capacity jumped three-fold.
We will provide branded products and services of superior quality and value that improve
the lives of the world's consumers. As a result, consumers will reward us with leadership
sales, profit, and value creation, allowing our people, our shareholders, and the
communities in which we live and work to prosper.
VALUES
We attract and recruit the finest people in the world. We build our organization from
within, promoting and rewarding people without regard to any difference unrelated to
performance. We act on the conviction that the men and women of Procter & Gamble
will 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
Integrity
Trust
• We respect our P&G colleagues, customers, and consumers, and treat them as we
want to be treated.
• We have confidence in each other's capabilities and intentions.
• We believe that people work best when there is a foundation of trust.
OUR PRINCIPLES
• 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.
• 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 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.
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 that
provides germ protection for twice as long as ordinary soaps making it
the doctors' number 1 recommended choice throughout the world. In
addition to germ protection, it also caters to various other needs such as
beauty care and protection against sweat odor.
MARKETING MIX
Safeguard is one of the most popular soap brands of Pakistan, which is popular with
public 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 needs
and wants of its target market and for maintaining its competitive advantage over its
competitors.
PRODUCT:
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.14
and 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 and
diseases.
The pricing approach used by Safeguard is value-based and the price-quality strategy is
premium 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 having
different prices.
Given below is the list of prices for different sizes of soaps offered by Safeguard:
Size Price
75 grams Rs.
Place:
It is a widely distributed soap, which is available in nearly all cities of Pakistan. it is
distributed through a complex distribution channel and is sold through retail stores at
convenient locations and is easily available.
Promotion:
It is advertised through electronic media and print media, for example; the Commander
Safeguard advertisement is aired on TV and radio and is printed in newspapers and
magazines and it is also advertised through billboards.
For sales promotion, Safeguard has its own website by the name of Commander
Safeguard.com where they have lucky draws and other attractions for kids.
Safeguard also has its own public relations department where any queries,comments or
complaints from the public are registered. It was also involved in raising funds for the
earthquake victims and also started a “safai” program in schools all over the country.
Currently, Safeguard’s mother company, P&G, is involved in the Sehat-O-Safai
campaign to educate school children about the importance of personal hygiene, especially
hand washing with soap.
EXTERNAL AND INTERNAL FACTORS
The external and internal factors in a company’s marketing environment form its
strengths, weaknesses, opportunities and threats. a company has control over its internal
environment which consists of the company, suppliers, consumers, marketing
intermediaries, competitors and public. So, any advantage that a company gains by
controlling any of these factors is considered as its strength. Similarly, failure to control
any one of these factors results in a weakness for the company.
The external factors facing a company like, demographic factors, technological factors
etc., cannot be controlled by the company and pose threats as well, as opportunities for
the company.
In Safeguard’s marketing environment, its strengths, weaknesses, opportunities and
threats are determined by the following factors:
STRENGTHS:
One of the strengths of Safeguard are its adequate financial resources. Because of being a
brand of P&G, it has sufficient funds to finance its marketing strategies and to bear losses
Advertising Effectiveness:
The advertising campaigns launched by Safeguard have been very effective and have
positioned it well in the minds of its consumers.
Ahead on experience curve:
Safeguard was the first brand of good-quality anti-bacterial soap that was launched in
Pakistan
WEAKNESSES:
• Price
Price:
The main weakness of Safeguard is its higher prices relative to its competing products. A
125 grams Safeguard soap bar is available for Rs.21 whereas the same size bar of
lifebuoy is available for Rs.13.
OPPORTUNITIES:
Safeguard has various opportunities for growth in the market, which include the
opportunity of serving additional customers through market penetration. Safeguard can
increase its market penetration by promoting its use in hospitals and such other places
where anti-bacterial soaps can be used.
Safeguard also has the opportunity of entering a new market segment by increasing its
product line horizontally. It can modify its anti-bacterial soap into a beauty soap which
promises germ protection and can enter in the beauty soap market.
Safeguard can also introduce a new product line of liquid cleaners and other related
products to increase its growth.
THREATS:
• Increasing competition
• Growing bargain power of customers & suppliers
Increasing competition:
The threats posed to Safeguard from the external environment include increasing
competition. Safeguard is facing increasing competition from other anti-bacterial soap
brands like lifebuoy, treat and dettol.
With the increase in the supply of anti-bacterial soaps in the market, another threat that is
posed to Safeguard is the growing buying power of its suppliers and customers.
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 is
available at an affordable price, is promoted heavily through advertising, sales promotion
and PR, is distributed widely and is available at convenient locations.
Is a convenience good
1.Antiperspirants/Deodorants
a. Old Spice
2.Cosmetics
a. Cover Girl
3.Hair Care
a. Pert Plus
b. Pantene
c. Head & Shoulders
d. Herbal Essences
4.Personal Cleansing
a. Camay
b. Safeguard
5.Prestige Fragrances
a. Hugo Boss
6.Skin Care
a. Olay
b. Gillette Complete Skincare
1. Laundry:
a. Tide
b. Arial
b. Pringles
1.Health Care:
a. PUR
b. Vicks
2. Oral Care:
a.Crest
b. Oral-B
1.Baby Care
a. Pampers
PRODUCT LINE OF SAFEGUARD
Safeguard is available in different flavors and sizes, which make up its product line. The
product line of Safeguard in terms of both flavors and sizes is given below:
1.Pure White
2.Aloe Vera
3.Lemon
4.Herbal
5.Menthol
6.Sandalwood
7.Vitamin E
1. 125 GRAMS
2. 75 GRAMS
Aloe Vera 14 21
Lemon 14 21
Herbal 14 21
Menthol 21
Sandalwood 21
Vitamin E 14 21
PRODUCT LIFE CYCLE-PLC
Sales growth
Growth
Introduction
1995 2006
INTRODUCTION:
According to the product life cycle, the introduction stage of Safeguard falls in the year
1995 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 since
then. Around the year 2000, the sales growth of Safeguard was approaching the maturity
level but due to some modifications in the product attributes and good promotion
strategies, Safeguard was able to maintain its sales growth and is still reaping the benefits
of its timely actions.
BRAND POSITIONING
The brand positioning of Safeguard is that of a good quality anti-bacterial soap. It is
positioned in the consumer’s mind as a reliable soap brand that protects them against
germs and diseases, provides cleanliness and helps you stay healthy.
Its positioning is benefit focused that highlights its brand attributes. But, Safeguard has
now shifted its positioning focus to beliefs and values by projecting itself as a ‘Pakistan’
loving and ‘cleanliness’ giving brand.
Positioning statement:
BRAND STRATEGY
The brand strategy of P&G for it’s brand, Safeguard, is line extension strategy. it is
available in a variety of flavors like pure white, herbal, sandalwood, vitamin-e, menthol
and Aloe Vera. Besides this, it is also offered in two different sizes of 125 grams and 75
grams.
CHANNEL OF DISTRIBUTION
Safeguard is a fast moving consumer good or FMCG that is widely distributed and is
available at convenient locations. Therefore, the channel of distribution through which it
is distributed is indirect. So, it has to pass through different channel levels or
intermediaries before reaching the final consumer.
• Advertising
• Sales promotion
• Public relations
Advertising:
Safeguard is advertised through both print and electronic media. Safeguard commercials
are aired on TV and radio (electronic media) and its advertisements are also printed in
newspapers and magazines (print media). Besides this, one can also find Safeguard
billboards 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 market
of Safeguard), including lucky draws. Besides this, Safeguard also sponsors different
contests for children in weekly newspaper magazines, where children can enter a contest
by 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 its
products and full contact information for the public.
P&G and Safeguard are also involved in many societal activities such as raising funds for
the earthquake victims. Also, Safeguard conducted numerous campaigns, for promoting
cleanliness and patriotism, in many schools across Pakistan.
CURRENT ADVERTISING CAMPAIGN
The current advertising campaign of Safeguard is, “Commander Safeguard”. Through
this campaign, the company has tried to project intangible germs as tangible characters
having names like kachra rani, dirtoo, ghunsunna and algham who spread germs and
diseases in the entire country and are targeted and killed by Safeguard, projected as
Commander Safeguard who is a super hero.
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 its
high-efficiency germ removal action and quality. It is a persuasive advertisement that
encourages kids to fight germs by using Safeguard.
Kachra rani
CHARACTER DESCRIPTION:
Commander Safeguard:
Commander Safeguard is a super hero from the planet Trico. He is the best friend of all
kids and the worst enemy of all germs. He is good looking has a great sense of humor and
never panics in any circumstance. in short he is James bond, Zorro and batman all rolled
into 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 virus
and drips slimy waste from his body. he throws his green blob in the form of lethal split
balls at his enemies. he is the most dangerous of all germs and has been appointed as as
hunchman 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 will
rule the world and he will rule over all of them. When he laughs in an evil way, millions
of dirtoos emancipate from his body. he hates Commander Safeguard because he always
foils his plan of making kids sick.
GHUNSUNNA:
KACHRA RANI:
Kachra rani is an immortal germ monster created from all the rubbish and filth in the
world. She specializes in spreading infection in wounds. She lives in litter bins and gets
her strength from trash and filth. She idolizes dirtoo for whom she is willing to do
anything. She hates kids who stay clean and follow hygiene habits because she cannot
harm them
Success:
The commander safeguard advertising campaign has been very successful and has
accomplished all its advertising objectives. it has positioned it as a high performance
germ removal soap that provides cleanliness and keeps people healthy.
It has also created awareness amongst people about the dangers and threats posed by
germs and the projection of germs as tangible characters through this campaign has also
become a huge hit. Commander Safeguard has been established as children’s favorite
super hero, so, don’t be surprised if you hear children singing,”Pak pak Pakistan, saaf
saaf Pakistan har pal har dam azam hamara, safeguard Pakistan”