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Business Amd Management

In: Business and Management

Submitted By amika0
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Case Study
In: Business and Management
Case Study
Case Study 3: Lifebuoy/Unilever Asia Private Limited
(pg 196)
Question 1
Design one TV commercial (s story board) and one print ad that “bring to life” the “big idea.”
Answer:
For the TV ads, i will keep it very simple. It will start with having the screen split vertically on one side a child would be washing his hands by using Lifebuoy product and on the other side similar child using a competitor product. After 10 seconds the child using the Lifebuoy product would eliminates the germs 99.9% compare to the competitor product. It show how the Lifebuoy is better than other competitor product.
For the print ad, I would have a before and after zoomed in picture of a child hand after they used Lifebuoy soap, showing the amount of germs before and after 10 seconds. Besides that, i would have another before and after zoomed in picture by using the competitor product. Result will show that Lifebuoy really can eliminate the germs 99.9% compare to the competitor product.it shown Lifebuoy is the better soap.
Question 2
Why didn’t Unilever use factual – information (e.g., results of lab tests) about the “faster kill” to differentiate Lifebuoy from competition
Answer:
Unilever did not use the factual information because the subjects in the focus groups did not respond well to the factual numbers. The people in the focus groups did not believe that they could really kill more germs.
Question 3
How did Unilever use qualitative and quantitative research (see Chapter 16) to develop the positioning claim for Lifebuoy?
Answer:
Unilever use the qualitative and quantitative research to develop a positioning claim. They use quantitative research by using the lab to prove that they killed more germs than competitors by do it quicker in only 10 seconds and qualitative by presenting that to consumer. They developed…...

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