Soap1-025-119

Brand Image/Equity: There are five brands in the market catering towards different segments.
Last long, skin types, dries is found near the centre of the map as is thus inferred to be a generic
attribute i-e marketing a soap product on these attributes is not likely to bring much
differentiation from other brands. Mild fragrance, health, natural, sweet and beauty are more
discriminating, as these are placed almost at the edge of the map.
Dettol: Dettol is targeted towards customers who give importance to health beneficial and
natural products. Positioning of Dettol towards health and natural has undermined the
consumption volume and the beauty message as it is more discriminating and negatively
correlated to beauty. So it would undermine the message of beauty. Availability and value for
money are the two attributes which are highly attached to the DT brand.
Lifebuoy: Lifebuoy was initially positioned towards mild fragrance but the positioning has
changed from mild fragrance to fragrant and then to skin types which creates confusion in the
minds of consumer. Consumers perceive LB as a good value for money.
Capri: Capri displays an image of family, softens and fragrance. The relative standing of brand
is not adjacent to any attribute of equity. It follows different displacements on the brand map
starting from availability moving towards modern, trustworthy and ending near availability in the
last six quarters.
Lux: Daily, beauty and sweet are the images that are portrayed by the Lux brand. It is highly
perceived as an international and modern brand.
Safeguard: Safeguard is differentiated on the basis of health and natural. Safeguard is not able to
portray a highly differentiated image towards health and also caters to the natural attribute. It is
perceived as an international, trustworthy and modern brand during different quarters. Safeguard
faces competition from Dettol as the consumers perceive both of the brands to be healthy and
natural.
[Trends] TOM Awareness: The market share of Lux would be higher as the TOM
awareness of Lux is the highest. Typically the first mentioned company or brand is the first
choice or most recently purchased. Safeguard has increased users as observed from the analysis
of ever used and current users. This increase in market share of also reflects in the top of mind
awareness as TOM for SG has increased over the years.
UAA: UAA for all the brands have decreased over the years. It reflects the advertising
performance of the brands. Whether quantity of advertisements has decreased, effectiveness has
decreased or frequency of watching media has decreased.
UBA: The Unaided brand awareness for all the brands has decreased over the period. Lux has
high UBA which means that advertising effectiveness of Lux is better than the rest. UBA is also
related to the ever used and current users in a way that UBA explains the likelihood of a
consumer to include the brand in a purchase selection set.
TBA: The total brand awareness of Lux, LB and SG are really close to each other over the years.
Ever Used: The market knowledge about the safeguard brand has increased significantly over
the three years as the end users have increased considerably. Other Brand end users have shown
a small increase.
Current Users: The current users of Lux are greater than the other brands over the years. The
current users of Lifebuoy and Safeguard have shown considerable changes in the market share
over the period of three years. Capri and Dettol are just maintaining the market share.
[User Profiles] Education VS Cu: The Lifebuoy brand is mostly used by the
illiterate community and the usage of LB decreases considerably after the matriculation. Lux and
Dettol usage increases with the education.

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 Soap1-025-119

Current Users Vs TV Viewers: The maximum usage of Capri and Lux brand is linked with the
community who watches the TV once a week. DT & LB: less often. SG: Daily.
CU Vs SEC: Current usage varies according to the SEC. Minimum usage of most of the brands
is by E2 and E1 and the maximum usage is by B class. Lifebuoy is heavily used by D segment
City Vs Cu: There are different trends in different cities regarding the soap usage. In Karachi
lifebuoy and Capri have the maximum share of cu and in Peshawar the lowest.
Disposition Vs current users: The brand loyalty of CP, LB and LX is stronger as compared to
others. The rejection of LUX and LB is also stronger. Capri is the strongest brand as people are
brand loyal. They insist for the product and also show intends to buy Capri. The substitutes for
Capri are less.
Percentage of household who insisted to purchase the brand: The percentage of HH who
insisted to purchase any brand has decreased over the period. E.g. in 2002 Q2 the percentage for
Lux was highest but now it in 2003 Q4 it is lowest.
Value for Money rating: Lux and safeguard give the best value for money rating. The worst
value for money rating is for Dettol.
Brand rating: The brand rating for LUX and safeguard is best.
The competitive position of brands in Quarter 12 can be seen from the current users graph shown
below:
800 CURRENT USERS 12000 VALUE FOR MONEY RATING 12000 BRAND RATING
10000 10000
600 8000 8000

6000 6000
400
4000 4000
200 2000 2000

0 0
0
DT LB SG LX DT LB SG LX
2003 Q4 VERY POOR SOM EWHAT POOR
POOR FAIR GOOD
AVERAGE GOOD VALUE
CP DT LB SG LX VERY GOOD DON’T KNOW VG EXCELLENT DON'T KNOW

Competitive Position (12th Q)

EVER USED (TRIAL USERS) TBA 700 UAA
1500
1500 600
1000 1400 500
400
1300
500 300
1200 200
0 1100 100
1000 0

CP DT LB SG LX CP DT LB SG LX
CP DT LB SG LX

30 City Vs CU 30
25 25
Education Vs CU
20 20
15 15
10 10
5 5
0 0
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CP DT LB SG LX CP DT LB SG LX

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