Product: SAFEGUARD

SAFEGUARD is the no. 1 antibacterial soap worldwide. It is the only bar soap registered with FDA. Safeguard is designed to provide excellent germ protection for the whole family. Safeguard was launched in 1995 by Procter & Gamble to set new standards for defining Health & Hygiene in Pakistan. It is an antibacterial soap that provides germ protection for twice as long as ordinary soap making it the doctors no. 1 recommended choice throughout the world.in addition to germs protection; it also fulfills the need of consumers such as beauty care and protection against sweating odor. Consumer Product: Safeguard is a fast moving consumer product. It is easily available at every retailer shop. It satisfies the consumer needs and wants.

Convenience Product:

Safeguard is a convenient product that consumer can buy quickly, frequently with a minimum time and buying effort. It is an essential good and its target market is all household which mostly include children. It is easily affordable for every consumer.

Core Benefits:
It includes: Features, Brand name, Packaging, Label, Design, Quality level.

Features:

It has better fragrance. It provides skin freshness. It protects skin from germs. It is excellent for treating skin irritations and seasonal applications. It belongs to a reputable old company (P&G).

Brand Name:

Slogan: Day through germs protection. Tick Tick Tick Tick Tick Tick!

Safeguard

Pure White: It provides a core benefit of superior germ protection. Aloe Vera: Moisturizes your skin. Lemon: Makes you feel refreshed with its lemon smell. Vitamin E: Cleans your skin and makes it smooth. Honey: It makes your skin smooth and soft

Packaging:
The packaging makes the brand look expert and modern. This new packaging has clearly identified that there is a separate product for each skin type. Safeguard is available in a variety of packaging formats to fulfill all consumers needs and consumptions wants.

Label:
The label provides the information like the ingredients, chemical composition, quantity, logo and the stamp of FDA with a license number is also mentioned.

Design:

Safeguard is design in such a way that it shows a logo of clock which indicates the time period of prevention from germs.

Quality level:
If we use daily then it will be consume in 30days. It protects our skin from germs up to 24hours. When we open the packet of soap it provides fresh smell. It has limited expiry date.

Competitive Advantage:
The market share of safeguard is the biggest in antiseptic soap category with 22% share. Safeguard users have perception that it provides superior germs protection continuously, suitable for skin, smell goods and has easy to grasp it in the hands. Now days the safeguard is competing with different brands of other companies such as Dettol, Life boy, Capri.

Dettol Soap:

It is a brand of Reckitt Benckiser Pak Ltd and it has been operating in Pakistan since 1999. Market share of Dettol soap in the market soap is about 10%.The Dettol soap user has perception that it has effective in germs killing with the smell of Dettol liquid which is used Bruises & Cuts, insect bites. Its functional core need is incidental antibacterial.

Life boy:

It is a brand of Unilevers. It was lunched in 1984. Life boy has a market share of 15% in the soap market. Life boy users have perception that it is decent quality soap, easily affordable and its functional need is that it is an everyday soap with germs protection for the middle and lower middle class.

Capri:

It is the brand of Unilevers. Capri has a market share of 20% in the soap market. Capri users have perception that it is a 100% unique soap free and natural source for attaining glowing, soft and moisturizing skin. Its functional need is that it protects our skin from dryness and keeps our skin clean and soft.

CONCLUSION:
Safeguard has a competitive advantage over these three brands. It has better prevention from the germs as compare to others.

Group Assignment # 1 Subject: Marketing Section: MBA-(1A) Submitted by: M. Sallahuddin Sultan. Abdul Rehman. MAjid Imtiaz. Submitted to: Miss Salma Atif Shaikh. Date: