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5. 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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6. 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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7. 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.
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8. Identifying 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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9.  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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10. 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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11.  The target market of Sandalina sandal Soap may
be the religious conscious people by using
advertisement strategy.
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12. 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.
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13. 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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14. 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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15. History & Heritage.
Exclusive imagery.
Achievement.
Premium Price.
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16. Family soap
Differentiation with competitors
Good imagery
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17. Vegetable fat
Sandal wood oil
Attractive packaging
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18.  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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19. 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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