"Figure 3: Lifebuoy’s logo development 9 05. SEGMENTATION, TARGETING & POSITIONINGSegmentationSegmentation is a very important marketing concept for Lifebuoy’s brand campaigns. Asa leading soap brand lifebuoy is using this concept to their promotion activities.Lifebuoy’s market segmentation is based on three types of price ranges. There are,1. Economy – High income persons are buying Lifebuoy body wash, Lifebuoy handsanitizer and Lifebuoy hand wash. 2. Popular – Lifebuoy soap is a popular product in normal market.3. Premium – In supermarkets Lifebuoy products are selling priced at Rs.48 & more.Economy Popular Premium In Lifebuoy’s market segmentation process has four types of segmentation tools. Thereare,1. Geographic segmentationUnder the geographic segmentation in Sri Lanka Lifebuoy products are mostly targetedon urban, semi-urban and rural areas (Lanka Market Research Bureau, 2008).2. Demographic segmentationUnder the demographic segmentation people who are in age 6 to 50 any one can consumeto their cleaning needs (Lanka Market Research Bureau, 2008).3. Behavioral segmentation 10 Under the behavioral segmentation regular customers can get total protection from germsand Bactria. 4. Physiographic segmentationUnder the physiographic segmentation middle and lower class consumers are aim andany person those who are doing sports or any activity and outdoor oriented (LankaMarket Research Bureau, 2008).TargetingLifebuoy’s target market is lower and middle class households those who can afford tobuy soap and that can be fulfill everyday cleaning needs. Because of that in their globalhand washing campaign is targeting these two classes.PositioningA famous soap brand Lifebuoy is huge and constantly evolving in Sri Lankan soapmarket. Under the benefits Sri Lankan soap market can be divided in to four categories.There are,1. Freshness2. Health3. Beauty4. Natural 11 "