Change in Strategy &

Repositioning of Lifebuoy
Strategic Management Assignment

Submitted by:
Ramneek Singh
MBA (Marketing)
2009-2011

UNIVERSITY BUSINESS SCHOOL, PANJAB UNIVERSITY

CHANDIGARH
 Change in Strategy and Repositioning of Lifebuoy
Lifebuoy was sold in India as early as 1895, but was officially launched and
marketed si ce935. It was the largest selling soap brand in the world with sales of
Rs 5 bn and sold approximately 2 million soaps a day. It is a flagship product of
Hindustan Unilever Limited(HUL).

Lifebuoy had a 21% market share in the overall soap market and was a category
leader in the carbolic soap segment with a 95% market share. For over hundred
years since the brand first came to India, Lifebuoy was associated with health and
well-being. For over 100 years Lifebuoy has been synonymous with health and
value. The brick red soap, with its perfume and popular Lifebuoy jingle, has
carried the Lifebuoy message of health across the length and breadth of the
country, making it the largest selling soap brand in the world.

The brand was initially positioned in the health and value platform. Targeted at the
male with a unique jingle " thandurusti ki raksha kartha hai lifebuoy, lifebuoy hai
jahan thandurusti hai vaham". The campaigns showed footballer players and
athletes using the soap and the jingle followed made it a soap for the male. The
soap was brick red and carbolic ingredient with a unique smell (chryselic perfume)
that distinguished itself from other feminine brands and making it the largest
selling soap brand in the world.

With its positioning as a powerful germicidal and disinfectant, and with a strong
carbolic smell, it was what the nation was looking for. But the
health advantage waned over time as competitors came out with soaps that
promised both health and beauty. The 1960s were challenging times for the brand,
especially in the rural markets, its mainstay. The biggest challenge was to break the
mould and do clutter-breaking advertising. The brand went through a major re-
launch for the first time in 1964, with a change in product formulation, shape, and
packaging.

In the year 2002 the company changed the positioning and I would say a historic
decision. The brand was no longer a masculine brand. The brand was repositioned
as a family brand. The brand was no more carbolic, the perfume changed and new
ingredient Active B which eliminates harmful germs was introduced. The company
maintained the health platform but targeted at the family so that the brand usage
goes up. The product moved from being a hard soap to a mild soap that delivered a
significantly superior bathing experience. The new soap had a refreshing fragrance
and its overall positioning changed, painting its promise of health in softer, more
versatile and responsible hues—for the entire family.
The packaging was also changed: The rugged looking packs were soon replaced
with a softer pinkish cover. This was followed by a series of ads highlighting the
soap’s germ fighting benefits.

Lifebuoy had become a family soap with hygiene as its core promise. “For a soap
that had been relegated to toilets, Lifebuoy has gathered new adherents in an age
where more consumers are getting concerned about germs and cleanliness. The
relaunch strengthens this equity by repositioning the brand. Lifebuoy was
previously targeted at the male user with an individual-oriented “success through
health” positioning.

It was a risk that no marketer will take for a brand that was there for 100 years.
HLL have to thank god for surviving that repositioning. The new formulation, new
health perfume and superior skin feel, along with the popular red colour, have
registered conclusive and clear preference among existing and new users.

2004 also saw another repositioning for the brand. The target was the "discerning
housewife" and the positioning was “ health protection for family and me”. The
new campaign by Lowe was right on target and still does not dilute the age old
positioning of Health and freedom from germs. The brand personality also changed
from health to warmer, versatile and socially responsible. HUL have also given
this brand a rural thrust through its CSR initiative " Lifebuoy Swasth chetana”.

This is a unique brand that has survived the test of time and ideas of marketing
professionals. Still when we see lifebuoy, that jingle keeps singing in our mind
" Thandurusti ki raksha kartha hai Lifebuoy,
Lifebuoy hai jaham
Thandursty hai vaham
Lifebuoy........."