Target Markets of Soaps, Safeguard and Himalaya

Safeguard and Himalaya are famous and renowned representatives of the personal care industry. The product range of these companies includes mainly personal care and hygiene products. In general, they are focused on different variations of soap and cleaning products such as soap bars, liquid soap, body wash, etc. Both these companies are known for their passion for what they create and do. Thanks to continuously maintaining high quality and excellence Safeguard and Himalaya successfully managed to take their unique and strong place in the highly competitive market. So, let’s identify the target market choices of these companies by discussing them one by one.

Overall market analysis of soap industry.

The market for soap and bath products is highly competitive. The range of diverse products presented by numerous companies from this industry is very extensive. Throughout the years, tendencies of customers’ taste in soap products had carried different changes.

In general, whenever looking for soap products, people tend to pay much attention to the scent of the soap and moisturizing benefits that it may contain. Besides these two criteria, customers started paying much more attention to the ingredients used while making soap and bath products.

This led to a rise in the demand for such products that have natural or organic composition. These changing tendencies and upgraded ingredients used in soap and bath products refreshed and brought new life to this market.

As a result, the market has gained significant potential for growth. These changes made all the players in this industry adapt to “new rules” and make different improvements to meet customer needs and preferences.    

Starting with Safeguard, let’s discuss one of its campaign examples. 

Safeguard soap is extremely popular and is used in many households. Throughout the years, Safeguard did everything to ensure its presence in a different type of media. The brand was accomplishing this mainly by putting up diverse and memorable advertisements on TV.

You can probably recall seeing a Safeguard ad on TV where the shield is fighting against the germs. Safeguard also used other types of promotions to attract more customers and gain better brand recognition. For this purpose, Safeguard uses different interesting campaigns.

Let’s watch a video from the “#GoKamayan with Safeguard” campaign and analyze it.

The campaign video of “#GoKamayan with Safeguard” is unlike any other ad by the brand. It is completely different and new for Safeguard. This campaign was created mainly for Filipinos. It features a group of popular people in Filipino gathered for dinner set up by Safeguard.

The chief of the evening informs everyone around the table that they are going to eat their food in the traditional kamayan way which in Filipin is eating with hands. But before starting the dinner, they need to wash their hands with Safeguard soap to make sure their hands are clean and free of germs.

The overall campaign is unique as it combines the love for food, traditions, and the importance of hygiene. For many eating food with hands can seem not convenient because of hygiene reasons, but Safeguard makes it possible. This dinner was set up to show people that the food tastes better when you eat it with hands.

At the same time, they claim that by eating with hands around the table, people become closer to each other. The most important aim of this campaign was to encourage healthy handwashing habits.  

Now, let’s discuss the communication strategy that Safeguard uses through its slogan.

The ads and promotion of Safeguard are quite popular. During the long years of being present in the market, the company used different catchy phrases and taglines in its ads. Very often, people tend to get confused and think of those taglines and phrases as the slogan of the company. Anyways the slogan that the company uses is the following: 204

“A Soap For The Entire Family”

The slogan is short and precise. It is not wordy, but still transfers lots of information about Safeguard. From the very beginning, Safeguard has positioned itself as a company that is suitable for everybody despite age, race, gender, etc.

The brand focuses on the well-being of people and puts much attention to the idea of family. All this is perfectly described in this slogan. With this slogan, Safeguard shows that it offers very versatile and flexible products that can feat everywhere. At the same time, the slogan transfers the strength and self-awareness of the brand.

It’s time to identify the target market of the brand.

To do so, let’s discuss the following commercial.

The commercial is very entertaining and energetic. The color palette is very calm and mainly white and blue are used in the video. All the changes in the commercial are accompanied by a lady’s voice in the background. She presents all the benefits that one might get when switching to using Safeguard soap instead of an ordinary one. What is more attractive in her words is that Safeguard is not just a soap, but also a means to protect the family in this case from germs.

The focus of the commercial is a boy and his mother. The viewer can feel the healthy environment in their family and the strong bond that they have. The mother is guiding her son and is by his side all the time. She seems well-arranged with a calm temper.

She takes care of her child and makes sure he gets the best. The woman in this commercial represents people that Safeguard wants to attract. In this case, after going through all the details of the video, we can say that Safeguard focuses on the Traditionalists’ segment.

Who are Traditionalists?

Lifestyle and Values: 

Representatives of this target segment are typically middle-aged people who are married. Traditionalists are mainly concentrating on guiding and leading their families through life. One of the most important priorities for them is the protection of the family. These people do everything for making sure that their family is in a stable and strong position.

They put much effort and attention into raising their kids. Traditionalists do everything to bring up their kids properly by educating them, teaching them discipline and morals. People belonging to this segment prefer a peaceful, well-arranged, and stable life.

They directly connect this with their career. Thus, Traditionalists work hard and try to be honest in their workplace. They are dedicated and good team players when there is an ethical environment in the workplace. These people are not adventurous or artistic. They prefer calm evenings at home spent watching movies, cartoons with their family.

Attitude to Shopping of the following segment

People belonging to the Traditionalists’ target segment like spending money and enjoy shopping. They have a very practical taste when it comes to clothing and they choose comfort over style. These people tend to give more importance to the number of products more than their quality.

Traditionalists are easily attracted to new products and brands. Typically, these people are not loyal to brands, and rather than sticking to one, they very often switch between different brands. They are bargain hunters but may splurge on expensive premium brands for kids.

Some interesting facts about Traditionalists

• They don’t like attending entertainment places. Instead, they prefer to enjoy their evenings at home and spend it watching TV or cooking. 71
• Traditionalists consider it challenging to adapt to new changes and technologies. Thus they don’t use the internet and technology that much.
• These people are addicted to TV and they have it on whenever they are at home. They consider TV the main source to get information and to stay up to date.

16 Personalities (Which one is for your business?)

Safeguard and Himalaya served their customers for the long-lasting period since their establishment. Throughout all these years they made sure their customers are happy with what they get.

Before that, Safeguard and Himalaya determined who their customers are and what their product means to them. They have targeted the Traditionalists segment – family protectors with strive for peaceful, stable and well-arranged life. 

Traditionalists value their appearance and pay attention to looks, but external beauty is not what determines the personality for them. They like working in an ethical environment, where their work is valued and they are surrounded with hard-working and honest people.

Accurate target segmentation strategy will bring to a successful business and loyal customer base. Safeguard and Himalaya have proven that statement with their example. Now it is time for you to shine!

Our book 16 Personalities include much more detailed information on Traditionalists and many other buyer personas, which will assist you in designing a perfect marketing strategy to excel in your market. A world with a new segmentation strategy awaits you!

Moving on to Himalaya, let’s discuss its marketing strategies by going through one of its campaigns.

Himalaya is known for its vast range of diverse products starting from pharmaceutical products and ending with self-care ones. It seems like the company has something to offer to every person despite their age, race, gender, taste, etc. When it comes to marketing, this company uses different ways to promote and market its products.

Himalaya uses different types of media for this purpose. At the same time, in recent years Himalaya came up with its first campaign to make customers familiar with their offering as well as become more recognizable and demanded.

Let’s watch and discuss a video from the “Wellness in Every Home, Happiness in Every Heart” campaign presented by Himalaya.

The video presenting ‘Khush Raho, Khushaal Raho’ (“Wellness in Every Home, Happiness in Every Heart”) campaign features several Indian families. Throughout the video, we can see people of different ages, genders, etc. Some of these people have some problems or concerns that bother them.

On the other hand, their family members cheer them up and comfort them by showing solutions to their problems. We can see different problems and different products by Himalaya that can solve each of them. There is cheering music that accompanies the video in the background.

This campaign aims to show that people must not be bothered or upset by the small problems that can be solved. Himalaya provides people with an extensive selection of products for different needs. The company shows its customers that it cares for them and creates products to help.

At the same time, we can see that company stands for a healthy environment in the family and strong bond. With this campaign, Himalaya praises both its customers and its success up to this point.

To identify the communication strategy of Himalaya let’s discuss the slogan of the brand. 

Throughout its history, Himalaya used different taglines in its commercials and promotions. Anyways, the company didn’t have any certain slogan till recent years. The slogan of the company was created in the scope of its first campaign. The campaign was introduced, and its name has become the slogan of Himalaya.

“Wellness in Every Home, Happiness in Every Heart”

The slogan of the company is not precise and is quite wordy. On the other hand, it is simple and easy- understandable. The slogan perfectly describes Himalaya, its goals, mission, and actions. It directly connects the company to the idea of home and family. The slogan shows that the company has something to offer to everyone and can bring happiness to every person.

From the slogan, it becomes clear that Himalaya is quite confident and knows about its power, influence, and popularity. With this slogan, the company highlights that the most important focus for Himalaya is the customer, his/her well-being, and happiness.

Let’s identify the target market of Himalaya.

To do so, let’s go through and discuss the following commercial.

The video contains many details and transfers lots of information. The whole video is concentrated around a product that helps to fight blemishes. Throughout the video, we get information about its ingredients, its usage, and what benefits it has.

The product is shown in action and we can see the results that it is supposed to bring. Two sisters are the focus of the video. The younger sister has problems with blemishes and the older sister comes to save her sister by offering her face cleanser. We can see a typical relationship between two sisters.

They love each other, care for each other, and have a strong bond. They borrow clothing, accessories, and other items from each other and share everything. Both these ladies look like average people and seem quite family-oriented.

They seem well-organized, responsible, and optimistic. These sisters represent the target segment that Himalaya strives to attract. Based on all the discussed details of the commercial, we can conclude that Himalaya targets Nesters’ segment.

Who are Nesters?

Lifestyle and Values: 

Nesters are known as passive people who prefer to move with the flow in life. They are extremely responsible and family-oriented. These people don’t stand out by their appearance and the way they are dressed. The reason for this is that they typically dress like average people. Representatives of this segment tend to have a well-organized daily routine. They give immense importance to faith and traditional values. Nesters always look for the good in every person. They expect ethical behavior from everyone.

When it comes to work, Nesters choose stable jobs over the ones that are financially beneficial. That is because they consider their security a priority for them and try to avoid taking risks. Family is the most important thing in their lives, and they concentrate on all the aspects of their lives around it. Spending time with family is the most preferable option for them to spend their spare time. These people enjoy talking, chatting, and overall communicating with others.

Attitude to Shopping: 

Representatives of this segment like to plan everything before going shopping. They typically make lists of products they need before going to the store. When it comes to stores, Nesters give their preference to the places they usually buy from.

They give big importance to the tastes and opinions of other people and can make their buying decisions based on that. Nesters don’t usually follow trends, but still, choose brands and goods that are popular among the majority. Very often, they choose products and brands that are produced domestically.

Some interesting facts about Nesters

• These people enjoy communicating with their neighbors. They like taking bike rides to their neighbors’ houses to talking and gossiping with them as well as collecting news from them.
• Nesters like to do everything for the home with their hands. They love gardening, fixing things, and make everything better around them.
• They often read daily newspapers and magazines. When reading, Nesters are mainly driven to topics related to family, kids, gardening, etc.

Summing up, Safeguard and Himalaya are two perfect examples of how two companies managed to maintain their strong and unique place in the market. This happened thanks to staying true to their initial beliefs and values. On the other hand, they could succeed by improving themselves and adapting to the changes in the environment, customers, and the overall market tendencies.

Safeguard and Himalaya know how to stay on track and attract new customers. Undoubtedly, they will have ongoing success thanks to experience, high-quality, and excellence. That’s it for Safeguard and Himalaya and their strategies. Check out the main page of our website for more posts like this.

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