4.0 SEGMENTATION, TARGETING AND POSITIONING
4.1 SEGMENTATION
Lifebuoy’s soap goal is to provide affordable and accessible hygiene and health solutions which enable people to live life without fear of hygiene anxieties and health consequences. When targeting the UAE, the product will be strongly embraced by semi urban and rural market. That includes people living in the semi urban, rural areas and earners of low income working people.
Geographic Segmentation - World region: Asia; Country: United Arab Emirates City: All seven states of the UAE Target Area: Semi-Urban, Rural areas.
Demographic segmentation - Age: 25-50+; Gender: Male and Female; Income: 5,000-6,000 AED/year; Target Area : Low income groups
Behavioral Segmentation –People with strong concerns …show more content…
PRODUCT:
Lifebuoy is a brand of UNILEVER among many other brands, whose main aim looks to promote health and hygiene around the world through different ways such as imparting knowledge, coming up with products that enable the elimination of germs and by making these products reach even the most remote areas. A brand that had started over a century ago for the UK market and has now become the preferred soap brand for mothers and the most favorable soap brand in over 44 countries across the globe. They have been really innovative in coming up with various products which range from soaps to hand sanitizers and soaps, and even to body care products for men and women.
For example, lifebuoy has been able to come up with a hand wash that can kill 99.9% germs within a time frame of 10 seconds. In fact, as a result of this, in 2012, the lifebuoy superfast hand wash campaign was awarded the Global Effie award.
Other products of lifebuoy include: lifebuoy bar soaps, lifebuoy clear skin which comes with a special ingredient called the “multanimitti” or mineral clay, lifebuoy body wash, lifebuoy sanitizers and lifebuoy men’s range which caters specifically for the
4.1 SEGMENTATION
Lifebuoy’s soap goal is to provide affordable and accessible hygiene and health solutions which enable people to live life without fear of hygiene anxieties and health consequences. When targeting the UAE, the product will be strongly embraced by semi urban and rural market. That includes people living in the semi urban, rural areas and earners of low income working people.
Geographic Segmentation - World region: Asia; Country: United Arab Emirates City: All seven states of the UAE Target Area: Semi-Urban, Rural areas.
Demographic segmentation - Age: 25-50+; Gender: Male and Female; Income: 5,000-6,000 AED/year; Target Area : Low income groups
Behavioral Segmentation –People with strong concerns …show more content…
PRODUCT:
Lifebuoy is a brand of UNILEVER among many other brands, whose main aim looks to promote health and hygiene around the world through different ways such as imparting knowledge, coming up with products that enable the elimination of germs and by making these products reach even the most remote areas. A brand that had started over a century ago for the UK market and has now become the preferred soap brand for mothers and the most favorable soap brand in over 44 countries across the globe. They have been really innovative in coming up with various products which range from soaps to hand sanitizers and soaps, and even to body care products for men and women.
For example, lifebuoy has been able to come up with a hand wash that can kill 99.9% germs within a time frame of 10 seconds. In fact, as a result of this, in 2012, the lifebuoy superfast hand wash campaign was awarded the Global Effie award.
Other products of lifebuoy include: lifebuoy bar soaps, lifebuoy clear skin which comes with a special ingredient called the “multanimitti” or mineral clay, lifebuoy body wash, lifebuoy sanitizers and lifebuoy men’s range which caters specifically for the