LIfe Buoy Shampoo in order to gain the maximum share has discoverd all new market to promote its product. LIfebuoy is not he main stream shampoo and its positioning is not very good as compared to sunsilk and pantene. In pakistn these two shampoos are main stream product and share the major chunk of market share.
Sunsilk and Panten shampoos always uses young models to attract the custormers, the customers of these shampoos are young female and they always use young female models to promote the product.
lifebuoy has realised this that it cannot compete with these two well established brands by focusing the same target market. SO lifebuoy has changed the reules of the game, it has discovered all new market to promote its product. LIfebuoy is now using teenage girls in its commercial and it is targeting teenage girls unlike other big brands. this has been a very wise move by life buoy by discovering the new market to promote its product...
THis move will increase the sales of Lifebuoy significantly and will help the company to achieve the desired positioning. And this will also put Lifebuoy in the line of main stream shampoos.....
Well i wont quite agree with you. If you see the previous campaigns of lifebuoy shampoo, they have targeted the same market: Young girls.
ReplyDeleteDo check out the earlier campaigns for Lifebuoy shampoo, in which the target is mostly youth, only the one campaign for daily care focuses on family.. so please go check it out.. they still have a confused positioning.
They haven't changed the target market rather new positioning is based on strong hair.
YOu are right that Lifebuoy has been targeting young girls in their previous campaign.. but there is little difference you know... They are now focusing on girls under 18.. i.e., from 13 to 17 i guess... They are doing this because Sunsilk and Pantene has very strong positioning among the girls over 18 and it is unwise to compete with hese brands... SO lifebuoy is targeting young girls under 18 now..
ReplyDeleteIn pakistn these two shampoos are main stream product and share the major chunk of market share.http://www.chillyads.com/pets/cats/
ReplyDelete