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Introduction
In 1931, Unilever set up its first Indian
subsidiary, Hindustan Vanaspati
Manufacturing Company, followed by Lever
Brothers India Limited (1933) and United
Traders Limited (1935). These three
companies merged to form HUL in November
1956.
Lifebuoy was introduced byLever Brothersin
1895 in England. Originally a carbolic soap
containing phenol, different varieties were
later introduced without the medicinal carbolic
smell, such as the coral-colored Lifebuoy
during the late 1950s and Lifebuoy Minty
Refresher in 1966.
Introduction
Lifebuoy, for long, has been associated with a big, red,
chunky bar of soap that keeps one healthy. The heritage
brand, which has been around for more than a 100 years
now (the first container with Lifebuoy soaps landed on
Indian shores in 1895 at Bombay Harbour), was once
touted to be the soap that was everything male and
sporty. It has now become a family brand.
Lord Lever Hume looked out of the window from his
home & saw the familiar life saver in port sunlight & the
word LIFEBUOY flashed through his mind & he named the
soap thus.
Current Scenario
The Lifebuoy brand aims to change the hygiene behaviour of 1
Billion consumers across Asia, Africa and Latin America, by
promoting the benefits of handwashing with soap at key
occasions, thereby helping to reduce respiratory infections and
diarrhoeal disease, the worlds two biggest causes of child
mortality.
HUL's Lifebuoy became the first Indian brand to have a special
postal cover which was released on the occasion of the World
Health Day in recognition of the phenomenal work done by
Lifebuoy for initiating and assiduously implementing the socially
beneficial movement.
SLOGAN : Healthy hoga Hindustan;
Lifebuoy hai jaha tandurusti hai waha
Advertisements
Introduction
Growth
Maturity
Decline
Introduction
Growth
Maturity
Decline
Introduction
Growth
Maturity
Decline
Established product
Aim is to maintain the
market share
Highest competition
Wise investment in
marketing is required
Product modification is
needed for
competitive
advantage
Introduction
Growth
Maturity
Decline
STP of Lifebuoy
Segment
Personal Care Soap, Hand Sanitizer, Hand
Wash, bodywash
Target Group
All households to provide a 100% antibacterial soap for complete protection
Primarily Rural Public
Positioning
Lifebuoy's goal is to provide affordable and
accessible hygiene and health solutions
Competition of
Lifebuoy
Lifebuoy Products
Product Line
Competitors of lifebuoy
Major Competitors: Dettol and Nirma
LIFEBUOY
Introduced as
disinfectant soap
King of rural
market
Aggressive
marketing
campaigns
No such claim
More durable
Multiple Taglines
Follower : share
of 29.1 %. *
*Data of 2012
DETTOL
Introduced as
antiseptic liquid
Focused on urban
market
Not so much aggressive
marketing campaign
Indias 3rd most trusted
brand
Less durable in
comparison
100% sure tagline
Leader -hand wash
category: 53 per cent *
Advertisements
Famous Advertisements:
Old ad : showing man playing
and working hard
Latest ads :
Bunty washing hand
Color changing Handwash
5 times Hand
wash :'Lifebuoy-Way of Life'
CSR related ads :
Chamki advertisement
Thesgora Village
Advertisement
Save the child Campaign ads
Promotional activities
Problems
Problems
Expansion of economy increasing income
levels- consumers spending more on different
avenues
Decline in interest rates from 18% to 8% consumers started investing in consumer
durables like automobiles, mobile phones
Profit growth of 22.42% to Rs 1310 crores in 2000
compared to Rs 1070 crores in 1999 but marginal
growth of 4.5% to Rs 10,604 crores as compared
to Rs 10,142 crores in previous year.
Problems
Problems
Purchasing power of middle class increasingtendency to buy expensive ones
Indias youth population around 65% of the total
population- lifebuoy failed to target them
Sony has variants in its products catering for different
age groups- walkman for youth, home theatre for
families whereas lifebuoy failed to do
Problems in Rural marketing- lack to mass media
like TVs, radio
Problems
Easy duplicity of the Brand Lifebuoy
Fake brands like likeboy and lijabath came
into existence portrayed the same red color
soap
Money spent by Lifebuoy on wide range of
products- profits reaped low due to lack to
effective promotions for those products
Solutions
Solutions
Increasing income level
increasing customer needs- lifebuoy
increased its variants
In the type of soaps
Solutions
Appropriate Advertising techniques instead of
just advertising as a red color soap must work on
packaging , designs and shapes
Must make more efforts to position itself as more than
just a health and hygiene category product using
rigorous advertising
To increase the purchase intent among youngsters,
promote it in association with a young brand
ambassador like Virat Kohli
Educating villagers against brand duplicity
Strengths
First soap to use Carbolic Acid Gave it a red colour and
strong, medical scent
Entered Indian stores in mid 1890s using plague with a
promise to keep one healthy
Strong positioning in health and hygiene platform with no
substitute product in that platform, enabled it to capture a huge
market share in the rural markets of India.
Completed more than 110 years of life cycle. The brand still
enjoys a strong consumer faith in FMCG markets
High consumer awareness for the brand of Lifebuoy
Strengths
Excellent brand visibility and distribution
Excellent campaigns to enable positioning in
Health and Hygiene platform
Wide portfolio of Lifebuoy brand Soaps,
Sanitizers, Hand Wash
Weaknesses
Lower market penetration (specifically soap)
in urban areas as compared to rural areas
Initially positioned as a masculine soap, which
was eventually turned as a family soap
Not been perceived as a beauty soap and is
mainly used just for hand washing based
on its campaigns
Wide range of products but not ample
promotions
Should resist doing bully advertisements
Opportunities
Increasing mass communication such as TV, Radio
etc. in rural areas to further increase reach of lifebuoy
campaigns
Product diversification for high-end customers
Should focus on enhancing design and shape of the
soap
Packaging can be improved
Should invest more in targeting the youth as well
Threats
Faced with strong competition- Dettol, Nirma, etc.
Infringement : Easy to duplicate on the basis of color which is
used for brand recall. Eg : Likeboy
Changing income patterns
Campaigns maybe wrongly perceived
Strong positioning of a health and hygiene category soap
Thank you!