The seeming unstoppable growth of discount beauty soaps meant that Lifebuoy was increasingly seen as old fashioned, strong smelling and masculine. In order for Lifebuoy to increase it's relevance with it's target audience and make a difference through changing the hand washing behaviour of 1 billion people by 2020, it needs to do something drastic. you have two tasks to complete to address this challenge:

Task 1: Based on consumer research, decide on the new product to be launched. (Discuss how you would launch a new product).Unilever's Consumer Marketing Insight Department recently conducted research on South African soap users. The results of the study will help you understand what consumers are looking for in a soap. Your task is to take the key findings of the study and decide what soap bar your consumers want. For example, a blue liquid soap that is suitable for females only, smells great and effectively protects against germs.

Task 2: Design a campaign to support the launch of the new Lifebuoy soap and drive the behaviour change agenda of getting consumers to wash their hands with Lifebuoy soap. Come up for a compelling name for the campaign. (Discuss how you would design the campaign).

Task 3: The influence of media fragmentation on branding (Discuss how Unilever can go about using the influence of media fragmentation on branding for the new Lifebuoy soap )