Comparison of Advertising Strategies of
Safeguard vs. Lifebuoy Soap

Tahir Ajaib Babar
MC070201657
15th May, 2013

Department of Management Sciences,
Virtual University of Pakistan

TABLE OF CONTENTS

Chapter 1
Introduction
Introduction …………….…………………………………...………………………. 3
Background …………………………………………..………………………….……4
Objectives ………………………………………………………..……………….…. 4
Significance…………………………………………………….………………….… 4

Chapter 2
Project Proceedings………………………………………………..……………….....5

Chapter 3
Methodology
3.1 Data collection tools/instruments……………………………………….………..7
3.2 Subjects/Participants……………………………………………….………….....7
3.3 Data processing and analysis…………………………………………….…….....7

Bibliography …………………………………………………………………………8

Chapter 1:

1.1 Introduction of the Project:

Safeguard, launched in 1995 by Procter & Gamble has set new standards for defining "health & hygiene" in Pakistan. It is an anti- bacterial soap that provides germ protection for twice as long as ordinary soaps making it the doctors' number 1 recommended choice throughout the world. In addition to germ protection, it also caters to various other needs such as beauty care and protection against sweat odor. Safeguard Soap a product of Procter & Gamble is based on clinical testing. Safeguard is targeting the whole family, but it is putting more emphasis on children. Children are more vulnerable to germs and they need more protection, because they spend more outside the home playing around. Safeguard has positioned itself as an anti- bacterial soap which gives you 24 hours protection against germs. Analysis Safeguard has positioned itself in very unique manner, that is, it is the only anti-bacterial soap which gives 24 hours protection against germs. No other anti-bacterial soap has managed to promote this sort of idea.

Lifebuoy is one of Unilever's oldest brands. Lifebuoy