"09. PROMOTION STRATEGIES IN LIFEBUOYAs an international soap product promotion is a very important marketing tool. Becauseof that promotion is an element in marketing mix. Promotion plan is consisting on fiveelements. There are, 1) Personal selling2) Advertising3) Sales promotion 4) Direct marketing5) PublicityLifebuoy is a leading international soap product that are using many types of promotionstrategies. 1. As a world’s leading soap brand Lifebuoy promoted about their product throughmany types of media like TV channels, radio channels, newspapers, directconsumer campaigns and point of sales.2. In rural village areas public places walls are painted with the brand of “Lifebuoy”.3. CSR activities - for public heath camps to promote about washing hands withusing Lifebuoy soap twice a day.4. Lifebuoy promote about their brand, through leading cricket star Mr. KumarSangakkara.5.As a multinational soap brand Lifebuoy sponsors global hand washing dayprogram.18 10. MOST POPULARLIFEBUOY TV COMMERCIALS IN SRI LANKALifebuoy herbal - TV commercial Lifebuoy hand wash TV commercial 19 11. COMMUNICATION OBJECTIVES IN LIFEBUOY’S BRAND CAMPAIGNSCommunication is a process that is exchanging marketing ideas from businessorganization to customers. Marketing communication is a part of a promotion (Holt,2002). As a multinational company Unilever is conducting many types of brandcampaigns in Sri Lanka. These are the objectives that are focusing Unilever parent company and their Sri Lankabranch.1) To create a brand awareness in Sri Lankan soap market.2) To create and inform competitive pricing.3) To increase target customers.4) Introduce new products and brands to the market.5) Attract customers.6) To increase sales among other competitors.7) To build brand image in Sri Lankan soap market.8) To increase brand distribution in the market.9) To explain how can use this product.10) To broadcast and inform benefits from this product.20 "