TO STUDY THE REPOSITIONING AND REBRANDING OF LIFEBUOY PAKISTAN

Abstract

As far as repositioning and rebranding are concerned, a brand might undertake the decision to opt for these due to a number of reasons. The place that a brand makes in the mind of a consumer is so vital that it can make or break the reputation of a brand. If a brand acquires a negative reputation in the eyes of the consumers, it can harm it in a number of ways and eventually swipe it off the market. Repositioning and rebranding especially come into play when a brand is losing market share, suffering against competitors, confusing its target market with what it stands for and losing out on its customers. Lifebuoy of Unilever was definitely suffering as a brand in Pakistan, on one side failing to deliver results as an anti-bacterial soap, confusing the consumers and on the other hand, facing immense competition from Safeguard of Procter and Gamble. Lifebuoy as a product which falls in the personal care products industry was definitely not portraying and holding the place that a product of this industry should hold. Consumers around the world are becoming more aware and more heath conscious, so is the case in Pakistan. Lifebuoy went for repositioning and rebranding in 2008 in order to make its place as an anti-bacterial soap and face competition to acquire market share. The aim of this research is to find out whether that repositioning and rebranding was carried out in a successful manner and was the image really changed in the minds of Pakistani consumers. In order to carry out research, a survey of more than 100 respondents (23 year olds and above) was carried out by focusing on the image of Lifebuoy before and after repositioning and rebranding. Also, demographics (gender and age) have been taken into consideration to find out what part they play in formulation of perceptions before and after repositioning of Lifebuoy. Key Words: Repositioning, Rebranding, Perception, Brand Image, Positioning, Target Market.