Sakiba Haque 112011104

Nouman Kawsar 112011074

Shahriar Arif 112011033

Mahmuda Ahmed 112011073

Md.Nadirjjaman 111011131

Lifebuoy is a Famous soap brand in Bangladesh. It

was created by Lever brothers soap factory in 1894.

Now it is a brand of Unilever. Unilever started her

business Bangladesh in 1964 .

Keya super beauty soap Cosmetics Ltd is one of

the leading cosmetics manufacturing company in

Bangladesh. Located at Jarun, Konabari, Gazipur

covering an area of 28,800sft, the company began

its production in 1997.

Topics Lifebuoy Keya

STRENGTH

1.Lifebuoy is the largest health soap brand in Bangladesh

1.Produce from 100%

vegetable Fat. Its obtain

8% Glycerin of 99.5%

purity.

2.First soap to use carbolic acid, which gave it a red color and strong, medicinal scent.

2.Well Known Brand

3. High consumer awareness for the brand of Lifebuoy

3.Trained and skilled employee.

4.Most popular soap brand in the rural market

4.Endorsing popular programs in television like “Ittadi”

5.Excellent Marketing 5.Good Network

Topics Lifebuoy Keya

WEAKNESS

1.Lifebuoy has lower market in urban.

1.Keya does not do much advertisement to increase their sale

2.Most of the people used it as hand soap instead of Bath.

2.Keya beauty soap is hardly available in the market.

3.Only consider making soap of health care.

3.Weak distribution channel.

4.Initially positioned as a masculine soap, which was eventually turned as a family soap

4.Only consider making soap of beauty purpose.

Middle Class Lower ClassHigher Class

Urban

Sub Urban

Rural

Famous Model

Endorsing Program

100% Halal Soap

Children Male Female

Higher Class

Middle Class

Lower Class

Plays General people’s Role

Anti- bacterial Soap

Health Care

Packaging: Packet of lifebuoy is very attractive. Lifebuoy use family picture on the upper left side of the packet.

Design:.Lifebuoy soap is square shape soap. On soap surface they use their brand logo with in boundary which indicates health care

Quality Level: Quality of lifebuoy is best others competitor. They use carbolic acid which gave it red color and strong medical scent.

Brand Name: Lifebuoy is a brand of Unilever. Unilever is one of the leading companies in Bangladesh.

Introduction: Introduce Bangladesh as a health care soap. Targeted Markets are Male female both including children. Promoted by Football players and sometimes a person likes

who work very hard. Growth: Growth rate of Lifebuoy soap was very fast. Available in every parts of Bangladesh. Distribution and supply channels are very strong. Maturity: Unilever’s Lifebuoy is now at mature stage. It is doing a

very good business all over the country.

Packing: Keya did not use any kinds of human picture on their packet. But packet is simply gorgeous. But few messages are on written packet like a 100% Halal soap and 100% vegetable fat. After all it is beauty care soap.

Design: It is oval shape soap. It uses simple design on the soap. They use their logo on surface of the soap.

Quality level: The quality of Keya super beauty soap is very standard. The use vegetable fat made Keya beauty soap.

Brand Name: Keya Beauty Soap its sister unit Keya Cosmetics Ltd. It has a strong brand image in urban area..

Introduction: Introduce Bangladesh as a beauty care soap. Targeted Markets are middle class female Promoted by using models who are involve in media in

Bangladesh Growth: Growth rate of Keya super beauty soap was very fast. Available in every parts of Bangladesh. Distribution and supply channels are very strong. Maturity: Keya had a mature stage before 4 years. It was doing a very good

business all over the country. Decline: Keya is now at decline stage. Most of the people switch to new

product. The people are not interest to buy the soap.

Unilever follow the psychological pricing strategy to set a price. Because of the people judge the quality of any product by price. So, Unilever set a price 23 taka for 90g soap. But its cost is very low than 23 taka. Other hand, Unilever also follows the premium pricing strategy. Lifebuoy is high quality product and it price is high.

Keya also follow the psychological pricing strategy to set a price. Because of the people judge the quality of any product by price. So, Keya set a price 20 taka for 90g soap. But its cost is very low than 20 taka. Other hand, Keya also follows the penetration pricing strategy. Keya supper beauty soap is high quality product and it price is low.

Lifebuoy is one of the largest ‘Fast Moving Consumer Goods in Bangladesh’. It has a strong distribution channel. It follows the Intensive distribution strategy. Reaching the product at customer convince. We can get lifebuoy soap in everywhere.

Lifebuoy follows pull strategy on channeling and Marketing decision. They do lots of advertising. More advertisement as result wholesalers and retailers are eagerly to stock lifebuoy in their shop that is why it is available in every shop.

Manufacturers/products

Agents/brokers

Retailers

Customers & organizational end users

Keya distribution channel is very strong. It follows the Intensive distribution strategy. Reaching the product at customer convince. We can get Keya soap in everywhere.

Keya follows pull strategy on channeling and Marketing decision. Keya do lots of advertising and promotional activity for increasing their sells.

Manufacturers/products

Agents/brokers

Retailers

Customers & organizational end users

Advertisement: Any paid form of promotion is advertisement. Lifebuoy do a lot of advertisement. Lifebuoy invest lots of money for their advertisement. We can see lifebuoy ads on many promotion sources like on Newspapers, Television and Magazines etc.

Public Relation: Communication will be there but there is no money investment. Public relation is used to promote product, company and organization etc. Unilever did public relation to maintain a good relationship with consumers, electronic media as well as press media. Unilever’s lifebuoy sponsored football matches.

Sales Promotion: If wholesaler buys lifebuoy soap quantity of 72 then they will get two or three soap free.

Advertisement: At the beginning Keya did a lot of advertisement on Television, News paper and also magazine, but now they do not do much advertisement.

Public Relation: Keya also did public relation to build a good relationship with consumers and media. They sponsored some reality show like ‘Ittadi’. Ittadi is extremely popular show in Bangladesh. I think it was a very good idea of Keya to sponsor such a popular show to promote their product.

Sales Promotion: If wholesaler buys Keya super beauty soap quantity of 72 than they will get 12 pieces of Keya super beauty soap free. Keya is doing this because of its decline position.