DEPARTMENT OF BUSINESS ADMINISTRATION

TERM PAPE
OF
MARKETING MANAGEMENT
On
LIFEBOUY SOAP
Marketing@Unilever.com

Ray Bremner
SVP, Marketing Operations
Foods, Asia, Africa,
Middle East 1
 INTODUCTION
 400 Strong brands
 Spanning in 14 categories of home
care, personal care and food
products.
 Leader in every field due to strong
brand.
 Continues development of new
products.
 Employs 179,000 employees from
100 countries.
 INTRODUCTION
 Largest FMCG company in India.
 Have common household brands like
lifebouy, closeup, fair & lovely,
annapurna, kwality wall’s, lakme,
kissa, brook bond, etc.
 Products manufactured over 40
factories in India.
 One of the largest exporter.
 HISTORY
 Export of sunlight soap in India in
1988 followed by Lifebouy in 1895.
 Set up first subsidiary in 1931 by
name of Hindustan Vanaspai
manufacturing company followed by
Lever brothers India ltd. In 1933.
 All 3 companies merged in 1956 to
form Hindustan lever limited (HLL).
 Changed its name to Hindustan
Unilever limited (HUL) in 2007
 FACTS AND FIGURES
 Employees : above 16,000
 Managers : above 1,200
 Suppliers and associates : app. 2000
 Factories : 80
 Clearing and forward agents : 45
 Stockiest : 4000
 Direct coverage outlet : 1 Mn
 Total coverage outlet : about 6.3 Mn
 Market reach : app. 166 Mn
household
 Leadership in FMCG
category
CATEGORY HLL Next
Share compititor
Fabric wash 35.8 % 15.1 %
Personal wash 55.5 % 9.2 %
Dishwash 55.4 % 9.5 %
Skin 54.7 % 7.4 %
Shampoo 7.
48.5 % 23..8 %
Talcum powder 59.3 % 5.8 %
Packet tea 24.9 % 19.9 %
Jam 69.6 % 4.4 %
 INTRODUCTION
a name u know………..hygiene you can trust

 INSPIRING VISION : FOR HYGENIC, HEALTHY AND

VITAL COMMUNITY
 HEALTH PRODUST TO WIDER VARITY OF
CONSUMER
 HAND WASHING - THE LIFEBOUY HABBIT
PROMOTED TO EDUCATE CHILDREN.
 INTRODUCED IN 1894 AS DISINFETION SOAP.
 LAUNCHED IN INDUSTRIAL REVOLUTION ERA
WHEN TYPHOID, YELLOW FEVER WERE COMMON
PROBLEM.
 FIRST HOME SOAP TO CONTAIN CARBOLIC ACID
AS MAIN I GREDIANT.
 LIFEBOUY IN INDIA
 Among oldest brand of HUL placed as
“Health and Hygiene” soap.
 Launched in 1895.
 Crossed 100,000 tones consumption in
single year.
 Over 600 mn consumer in India.
 Undrgone major change in 2000.
 Repositioned as family soap with new
varients.
 Product depth of
LIFEBOUY
 LIFEBOUY TOTAL : follow old ‘red
soap’ image.
 LIFEBOUY DEOFRESD : symbolize
freshness
 LIFEBOUY NATURAL: green soap
resembling natural care.
 LIFEBOUY SKIN CARE: for sensitive
skin.
4 P’S OF MARKETING MIX
 PRODUCT :
LAUNCHED AS CARBOLIC ‘RED SOAP’ .
SYMBOLISE HEALTH AND HYGIENE.
VERY STRONG BRAND IMAGE.
RECAHNILISED ITS PRODUCT CYCLE BY INTRODUCING
NEW VARIANTS.

PRICE:
SOLD TO LOWER AND MIDDLE INCOME GROUP PEOPLE.
PRICED AT COMPARITIVELY LOW PRICE.
MOST VARIENTS SOLD AT MRP Rs 11/PIECE.
 4 P’S( CONT….)
 PLACE:
STRONG DISTRIBUTION CAHNNEL.
APP. 2000 SUPPLIERS
PRODUCT PRODUCED AT 80 DIFFERENT FACTORIES.
45 C & F AGENTS, 4000 STOCKISTS.
1 Mn DIRECT OUTLET AND 6.3 Mn TOTAL OUTLET .

PROMOTION:
POSITIONED AS ‘HEALTH AND HYGIENE’ SOAP.
INITIALY PROMOTED BY SPORTSMAN LIFE FOOTBALL
PLAYERS.
NOW PROMOTED AS FAMILY SOAP FOR BOTH MALE
AND FEMAIL.
 PRODUCT HIERARCHY
 NEED : CLEANLINESS
 FAMILY : HEALTH AND
HYGIENE
 CLASS : TOILETRIES
 LINE : BATHING SOAP
 TYPE : CARBOLIC SOAP
 SKQ : LIFEBOUY TOTAL
SOAP
SOAP
 PRODUCT LIFE CYCLE
 INTRODUCTION
LAUNCHED IN 1895 AND POSITIONED AS HEALTH AND
VALUE
PLATEFORM.
TARGETED INITIALY AT MALE WITH UNIQUE JINGLE.
PROMOTED BY FOOTBALL PLAYERS AND ATHELETS.
THE SOAP WAS ‘BRICK RED’ AND CARBOLIC INGREDIANT.

GROATH
 GROWN AT VERY FAST RATE.
 SOLD ALMOST IN EVERY PART OF INDIA.
 PROMOTION AND DISTRIBUTION CHANNEL STRENGTHEN TO
MAINTAIN SUPPLY.
 PRODUCT LIFE CYCLE
(Cont..)
 MATURITY
OVER PERIOD OF 100 YEARS , RACHED ITS MATURITY
LEVEL.
MARKET SHARE BECOMINS ALMOST STAGNENT.
SOME CUSTOMERS BECAME LOYAL WHILE SOME WENT
FOR NEW PRODUCTS.
SAME BRAND IMAGE LIMITED CONSUMER BASE.

DECLINE STAGE
SOAP MARKET FAIRLY SLUGGISH IN 2001.
LIFEBOUY SHARE DECLINED MORE THAN MARKET
DECLINE.
15- 20% DECLINE IN VOLUME OF SALE.
 REVIVAL PROMOTION
INICIATIAVES
 LIFEBOUY NO LONGER A ‘CARBOLIC SOAP’.
 ITS NOW A TOILET SOAP WITH DIFFERENT
‘HEALTH’ FRAGANCE.
 SIZE, FORMULATION, PACKING, PERFUME HAD
UNDERGONE SEA CHANGE.
 FEOM FOCUS ON MALE, NOW FOCUS IS ON
WHOLE FAMILY.
 REGAINED ITS POSITIO AS STRONGEST BRAND IN
SOAP MARKET.
 MARKET SHARE
 SOLD IN INDIA FROM 1895.
 OFFICIALY LAUNCHED IN 1935.
 SALE OF 5 Bn OVER WORLD IN A DAY.
 MARKET SHARE OF 21%.
 95% SHARE IN CARBOLIC SOAP SEGMENT.
 MAJOR CHANGES IN 2002,2004 AND 2006
TO INCREASE MARKET SHARE I INDIA.
 COMPETITORS
 DEETOL
 SAVALON
 NIRMA
 CINTHOL
 OTHERS
 LIFEBOUY AT Rs. 2
 SOLD AT LOWEST EVER PRICE.
 TARGETED MAILY AT EXPANSION OF RURAL MARKET.
 TRANSLATE INCREASE IN INCOME INTO SPENDING OVER
FMCG GOODS.
 SOLD IN NEW FORMAT LIKE SHAMPOO SACHETS.
LIFEBOUY PROMO IN A.P.

MASS PROMOTIONAL CHAMPAGION “TING TONG” .

AIMED AT STRENGTHNING BRAND IMAGE.
REWARD TO PEOPLE PRODUCING MAX. LIFEBOUY RAPPER.
 ‘SWASTHYA CHETNA’ CAMPAIGN

 FIRST LARGEST RURAL HEALTH EDUCATION PROGRAM.

 ‘SERIOUS IMPLICATION OF LAXITY IN HEALTH CARE’ AS
BASIC THEAM.
 DIARRHOEA WHICH KIILS 3 Mn PEOPLE EVERY YEAR CAN BE
REDUCED BY 48%.
 VISIT VILLAGE SCHOOL TO TEACH IMPORTANCE OF
HANDWASHING.
 RECRUIT CHILDREN AND THERE PARENTS ON VOLANTRY
BASIS.
 STARTED WITH 8 STATES N COVER 70 Mn PEOPLE.
 SALES DURING PERIOD INCREASED BY 20%.
 ACCORDING TO HUL ITS ‘MARKETING PROGRAME WITH
SOCIAL BENIFIT’.
 THANK YOU

BY: NARENDRA
PANDEY