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Lifebuoy in the United Arab Emirates - Essay Example

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The Unilever started in Saudi Arabia by appointing Binzagar family as official representative. In 1992, the company decided to open its first office in Dubai followed by a joint venture in Egypt. It was operated in three clusters. In 2007 all the three were combined and became Unilever North Africa and Middle East to consolidate its operations, leverage synergies of scale and cost arbitrage. It is considered as the market leader in the region with a market turnover of US$ 1.3 billion (Unilever North Africa and Middle East Bucks the Global Trend, 2009). The brand Lifebuoy has come a long way through the years. It is one of the country’s oldest brands launched in 1894 as Lifebuoy Royal disinfectant soap. Considered as an affordable soap to support people seeking better personal hygiene, it was launched across the world and continued to be a leading brand in India (Lifebuoy Shampoo). Lifebuoy brand has also a shampoo line which includes variants such as hair fall, herbal and anti dandruff. It was launched in 1997 in Pakistan and a leading brand ever since. It provides affordable shampoo for the Pakistanis regardless of lifestyle and class. Every variant should have a detailed description of the product for consumers’ information. ...
Since Middle East is a hot region and majority of the people including in the UAE suffers from dandruff due to heat, diet and other external factors, the market for anti-dandruff shampoo has been lucrative. Most citizens suffer from an age range of 15 years to above 40 years old but the majority of them are between 25 to 29 years old according to research. Different brands of shampoo can be found on the market but has different side effects have been noted on the consumers such as makes the hair hard, bad smell and others. UAE’s development of free zones and other industries such as industrial and commercial sites, growing sectors in healthcare, hotel and restaurant, automotive logistics and construction, it provides large number or workers that are prospective consumers of anti-dandruff shampoo and other products and can be considered as lucrative market Different marketing strategies have been adapted by Unilever Company to market their Lifebuoy products. Vikram (2010) stated that Brand Management is the application of marketing techniques to a specific product to a product line that may be a brand too. Using this kind of strategy, brand management will generate more profit because the brand has been established in the consumers’ mind that they will continue to patronize the new product under that brand. They continue to use brand management through the years because it is a more effective way of introducing new products to market. It is also a cheaper mode of advertisement since the brand is already known by consumers and they do not have a hard time remembering the new product because they can always associated the new products with the famous brand. Another strategy that had been using by the company ...Show more


NAME SUBJECT PROF DATE Lifebuoy Anti-Dandruff Shampoo: Identifying Marketing Opportunity in UAE Lifebuoy is a brand of a multinational company that is known worldwide for its products. Unilever is a British-Dutch multinational company founded in 1930. It has wide array of products consisting of famous brands in foods, beverages, personal care and cleaning agents…
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Lifebuoy in the United Arab Emirates
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