Safeguard - PG - Final

“People don’t buy what you do, they buy why you do it.
” – Simon Sinek
Course: Principles of Marketing
Presented To: Sir Fawwad

Afridi
Product:
Safeguard’s new product line is the re-branded liquid soap

with a touch-free, automatic Hand soap dispenser.
The key features of Safeguard hand soap dispenser are:

 Fully automatic operation by infrared sensor.
 Easy to setup and easy to refill.
 Its waterproof and anti-leakage body.
 Very convenient for all users especially popular among
kids and elderly.
Why we launch this new product:
Introduce a Liquid hand wash with sensor during this pandemic
situation, the virus that spread through to get in touch with things.
So, the brand is working on the safety of people by working on its
product to assurance the safety and provided the people with more
germ protection.
Content Marketing Of A Product:
Advertising:
Story Characters:
Sheath-o-Safi Program:
Safeguard Mother Education Program:
How the product works for the customers:
That’s how a products work to trap their customers to satisfy them According to the Maslow’s hierarchy
needs.
Marketing Goals and Objective
SAFEGUARD’S MISSION:
“Safeguard aims to be leader in the provision of first-class

security services. Our mission is to continually improve and
expand our range of services and products to meet the needs
of our clients in whose best interests we will always work,
whilst maintain high standards of ethics and integrity.”
Sales Objectives
Increase
Increase
future sales
profit by 30%
by 20%
Increase market
100% locally
share in the
manufactured next 5 years
Price Objectives:
Main competitors
Dettol and Lifebuoy do Product is at Rs.243.5
not a offer this product
One time purchase,

reusable
Product Objectives:
No. 1 anti First 10000

dispensers will be
bacterial sold with a free
soap 100ml refill pouch
Commander Safeguard
will be explaining key
features of this product
line in its on-air
commercials
Market Analysis
Allows consumers
Safeguard’s touch
to use it without
free hand soap
touching it
dispenser is
physically,
completely
minimizing the
different from our
risk of getting
competitors.
infected.
Industry Trend
Surging demand for fast moving consumer goods

(FMCG) is attracting 100 of millions of dollars of new
investments.
Pakistan’s current retail market size at $152 billion.
Forecasted to expand 8.2% a year through 2017-

2022
Export of safeguard from Pakistan to European

markets further enables P&G to make a sizeable
contribution to Pakistan’s economy.
New FMCG investments in
Pakistan
Unilever announced plans to invest

$120 million to expand its operation
in Pakistan.
Turkish multinational Hayat Kimya

has said it will invest $150 million to
manufacture consumer products in
the country.
Earlier in 2016, Dutch dairy giant

Friesland Campina acquired 51 % of
Karachi-based Engro Foods Limited
for $220 million.
Sales
Safeguard accounts for

6.3% of the total profit for
P&G
Industry wide sales
expected to grow by 8% in
2021
Problems Faced By FMCG Industry In Pakistan
Pakistan is facing an
Political environmental crisis that
is only aggravated by
instability the solid waste produce

of the FMCG industry.
Our country ranks

amongst the lowest
with regards to ease
Way forward
Political
A much more favorable
ranking can be
achieved by adopting
stability policies that are

investment friendly
How do we extend life of our product?
Advertisin Price Adding

g reduction value
Environmental Analysis- Global/Local Business
Environment:
Legal/political: Demographics: Suppliers: Social/ Cultural:
wages, Targeting middle

Employment Age, Income class and upper
Imtiaz, Chase-up,
rates, and Level, and middle class in
Metro, Hyper star
external gender. urban and sub-
pressures. urban areas
Competition
The core competition of safeguard with its competitor:

SWOT ANALYSIS
• Automated production process. • Diversification in work force is limited.

Highly efficient and cost effective. • Low levels of current assets compared
• Strong distribution network to current liabilities
• Strong financial position and • Legal team not highly skilled. And lack
market presence. of experience.
• Social media influence is • Limited products being cash cows,
maintained by official social media while others not performing up to the
accounts. mark.
STRENGT WEAKNES
HS ES
THREAT OPPORT
S UNITIES
• New entrants are a threat to
Safeguard Scientifics Inc as it can
lose its customers to these new • Consumers within the industry are
entrants. becoming more conscious of health
• Political uncertainties in the country • Safeguard Scientifics Inc can use
prove to be a barrier in business, social media to promote its products,
hindering performance at times and interact with customers and collect
making the business incur feedback from them.
unnecessary costs.
Consumer Analysis
Targets all age groups, lower middle to upper middle class
For households, commercial enterprises and health care facilities
Modify accordingly to the needs of each target market
Incremental changes over one year
Lives up to the expectation of customers

Marketing Focus
PRODUCT SERVICES
• Lauching a liquid soap dispenser

which is sensor operated
• Presumably will become the most • Donations towards betterment of
demanded product in the market due education system in Pakistan,
to current pandemic providing scholarships
• Might be added in the SOP’s by the • Education of general public by
government for institutions to must advertisements and other campaigns
have in order to continue their on health issues an there prevention.
operations • Spreading awareness of the current
• Cheap affordable price makes it pandemic and how to avoid it.
available for a large part of the • Special animated series to influence
population. children towards hygiene
• Hygiene driven personal will be highly
interested.
Marketing Focus
Location:
• Will be launched at big super markets

• Available in the soap aisles
• Commander Safeguard would be there to
introduce the product to all the customers
Promotions
Discoun
ts
Televisio
n
Radio/News Papers
Association with
Governments
Price
Price for one pack of

safeguard’s touch free Price for the refill
hand liquid soap packet Rs 170.96
dispenser Rs 243.5
Quality features
Safeguard’s touch free hand liquid soap dispenser’ protect skin for hours
after washing, to help the fight against illness and infection. In addition,
they can help inhibit body odor that can result when germs naturally
multiply on skin.
It contains the ingredient Triclosan, which effectively

eliminates as much as 99% of bacteria.
How do we influence sales in different areas of Pakistan?
For urban areas

Free samples
Discounted
prices
For rural areas

Free gifts
Financial Plans
40,000,000
35,000,000
30,000,000
The estimated first fiscal year would be $50,000,000 25,000,000

which can be increased by 30% if we are able to market
our product adequately. The company directors are 20,000,000
expecting that their sales would increase in later years as
the company would establish itself in the market. It is 15,000,000
expected that company would cover its initial investment
10,000,000
in 5 years period. With a passage of time company will
increase its market share and have at least 20% of the 5,000,000
market share in coming 5 years.
0
1
Sales Forecast Expenses Total

THANK YOU

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“People don’t buy what you do, they buy why you do it.

Course: Principles of Marketing

Presented To: Sir Fawwad

Safeguard’s new product line is the re-branded liquid soap

The key features of Safeguard hand soap dispenser are:

Introduce a Liquid hand wash with sensor during this pandemic

So, the brand is working on the safety of people by working on its

“Safeguard aims to be leader in the provision of first-class

One time purchase,

No. 1 anti First 10000

Surging demand for fast moving consumer goods

Pakistan’s current retail market size at $152 billion.

Forecasted to expand 8.2% a year through 2017-

Export of safeguard from Pakistan to European

Unilever announced plans to invest

Turkish multinational Hayat Kimya

Earlier in 2016, Dutch dairy giant

Safeguard accounts for

instability the solid waste produce

Our country ranks

stability policies that are

Advertisin Price Adding

Legal/political: Demographics: Suppliers: Social/ Cultural:

wages, Targeting middle

The core competition of safeguard with its competitor:

• Automated production process. • Diversification in work force is limited.

Targets all age groups, lower middle to upper middle class

For households, commercial enterprises and health care facilities

Modify accordingly to the needs of each target market

Incremental changes over one year

Lives up to the expectation of customers

• Lauching a liquid soap dispenser

• Will be launched at big super markets

Price for one pack of

It contains the ingredient Triclosan, which effectively

For urban areas

For rural areas

The estimated first fiscal year would be $50,000,000 25,000,000

Sales Forecast Expenses Total

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