" ADVERTISING ANDCOMMUNICATIONSTRATEGIES IN LIFEBUOYStudent No ……………………………………Word Count ……………………………………. Table of ContentsExecutive Summary ........................................................................................................... 201. Introduction of the company ..................................................................................... 302. Brand history .......................................................................................................... 403. Lifebuoy brand value ............................................................................................... 604. Brand identity ......................................................................................................... 805. Segmentation, targeting & positioning ..................................................................... 1006. Lifebuoy products ................................................................................................. 1207. Lifebuoy product range .......................................................................................... 1408. swot analysis in lifebuoy ........................................................................................ 1709. Promotion strategies in Lifebuoy ............................................................................. 1810. Most popularLifebuoy TV commercials in Sri Lanka ............................................... 1911. Communication objectives in Lifebuoy’s brand campaigns ........................................ 2012. Lifebuoy’s brand positioning strategy ...................................................................... 2113. Global handwashing day ........................................................................................ 2314. Communication objectives of the global handwashing day campaign in Lifebuoy ......... 2415. integrated marketing communication tools in lifebuoy ............................................... 25Conclusion ...................................................................................................................... 27Suggestions ..................................................................................................................... 28References .................................................................................................................... 29 1 EXECUTIVE SUMMARYAdvertising is a business concept that can be defined as the form of paid non personalpresentation new products or services for the purpose of people to buy. From theadvertising process, companies can communicate about their new products and services.Advertising It can be transmitting many types of marketing information to suitable buyersand sellers in the current business world. Because of that it is a mass communicationmethod.Communication is a concept, that can be defined as the process of exchanginginformation, ideas and thoughts through signals, writing or speech. But some there aremore barriers to normal communication. Advertising is using communication technics tocommunicate about something. Brand is a term that can be defined as sign, symbol or design to identify the goods orservices of one seller or group of sellers. Lifebuoy is the world’s leading Soap brand. Inthe year 1895 Lever Brothers was introduced this Soap product to the world. At thestarting period Lifebuoy was consist on phenol (Carbolic acid). But currently, LifebuoySoap is manufacturing under Lifebuoy brand without Phenol. Because of that Lifebuoy isconducting many types of brand building campaigns to promote their brand in Sri Lankansociety.In their many types of brand building campaigns we can see one of the main brandbuilding campaign. It is a Global hand washing day celebration. Annually Lifebuoy SriLanka celebrates this day in island wide. Given this assignment is an attempt to discuss aboutSri Lanka and world’s leading soapbrand, Lifebuoy’s advertising and communication strategies. 2 "