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ADVERTISING GUIDELINE SHEET

Product Name: BELSOAP Original By : Sulis Date: Oct 19 2010

1. Positioning Statement (What is the positioning statement of marketing strategy?)

BELSOAP is a long lasting Family Skin Care Health Soap, which have the ability to keep a healthy skin and
help protect the whole family from skin infection and chance to catch diarrhea.

2. Advertising objectives (the advertising purpose)

A. Background (What is the reason to create an ad?)

Over the last 5 year BELSOAP didn’t have any spending on TVC communication. So it affected awareness of
the product (FGD Mar’ 09) which still very low compare to competitor (Lifebuoy, Nuvo, Medicare). Belsoap
positioning as anti fungi and bacteria bar soap couldn’t well deliver due to USP was not match with target
needs (FGD Mar 09).
If we see to the soap category, family soap is a mass product, the players are huge, usage ratio already
84.4% (U&A Oilum ’08), and however with new positioning we still has big potential. In Soap Life cycle family
soap product already in latter growth stage, in this stage it needs to strengthen strategy at advanced or
additional function of the product.
Meanwhile TVC is still main information (penetration 100%), so it’s important to use this source in order to
increase awareness. At the same time we can deliver premium image with the new positioning which give
clear understanding to consumer of our product benefit as Family skin care health soap, long lasting and
economy.

B. Objectives (What is the issue that an ad should cope with? What do you want to achieve?)
1. We want to emphasize” long lasting and economy” as our USP.
2. We want to increase awareness and get clear positioning for consumer as as Family skin care health soap.

3. Advertising Message (contents which should be told by AD)

A-1 Target profile (What are their demographics and psychographics?)
Demographics Mom with child or Family, family Psychographics Mom with child or Family, family
soap user from C soap user from C who has
dissatisfaction on soap which easily
softened by water.

A-2 Details of Advertising Target (details of a target audience) 　

1. In the market category that we would enter, our target audience “Mom with child or family, family soap user
from BC+ which age 20-40 years old who has dissatisfaction on bar soap which easily softened by water”.
“They are family concerned and care about price”

2. Then they have an attitude of “choosing bar soap to make them feel clean and safe from bacteria” toward
the needs of stay healthy (of the category) at present.

3. They are using (product) “Lifebuoy soap or Nuvo” With the reasons of “it makes their skin stay healthy,
keep them away from germ and bacteria, has certain nice fragrance, Affordable and easy to get” to resolve
their problem. (Actual product usage and the reason to choose it.)

4. However, they have dissatisfaction “Lifebuoy soap or Nuvo soap is easily soften by water and wasted away
especially when their children is using it to play during their bath time” (Identification of
dissatisfaction/trouble with the current product.)

4. Therefore, the target audience has a clear reason “Although their children using soap to play during their

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bath time, Belsoap as family soap have advantages of not easily soften by water so it make the product
long lasting therefore it will save some money ” so they will try our product

Β . Target Audience Insight (What is their potential wants in their unconscious mind. What is a trigger of
purchasing?)

Children like to play with soap during their bath time, so the soap usually get expose to water more frequent
which make the product easily soften. Its hard to prevent them not to use soap as their play tools.

Χ . Benefit (What is the most unique and discriminatory benefit to purchase this product?)
Functional Sulfur that have the ability to keep its Emotional When my children play soap during
benefit form long lasting, although it have benefit their bath time I wouldn't have to
been rinse with water worry it will easily soften. Because
the soap that I use is long lasting. its
make me feel I've become a wise
mother who can save expense and
take care of my family at the same
time

∆ . Reason to believe (What can make the target audience surprise? Why can the target audience believe
the benefit?)
Sulfur base soap

4. Remarks (special mention way)

Ε . Tone & Manner
Reliable : Match to insight, Easy to understand USP
New & Unique : Re-fresh Belsoap

Φ. Requirements on creative (Key notes on creative work)

• Length : 5 sec, 15 sec
• Woman’s profile : should be shown clearly reflected to mid age mom’s type, attractive, charming &
healthy posture, age around early 30 y.o
• Children profile : 2 Boys, age around 4 year and 7 year
• USP shot : Showing laddering product : insert image → Belsoap is long lasting after expose with
water vs competitor that easily soften by water
• RTB shot : Belsoap with its sulfur (which is natural) is an antiseptic and have more solid form
compare other ingredients, therefore it stay long lasting although have been expose with water.
• Insight shot : The bath room door is open. Inside there are “bak mandi semen”, shower and also
“ember plastik mandi”. It was Sunday morning, 2 boys (brothers) play while their taking a bath, they use
soap and other boy toys, using the plastic bath tub and shower (shoot from hip to upper body area). Mom
watch the children taking a bath while doing her daily activities near the bath room (ex: cooking preparing
breakfast/cleaning the kitchen/doing the laundry).
• Package Shot : Impact & Easy to memorize
• ending phrase (leading word) : tagline at end scene
• Brand name : “Belsoap” should be appeared at ending scenes
• Remark TVC Messages: Belsoap is a long lasting family skin care health soap

5. Advertising work Schedule (work schedule)

Brief to agency 11/02/10 Final TVC W1 January 2010 On Air W2 January2010

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