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Lifebuoy

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Transcript

  • 1. Presented By:Siddharth Tripathi
  • 2. INTRODUCTION Inception in India in 1895. Its promise of „health & hygiene‟ was platform of its business. Its jingle „tandurusti ki raksha karta hai Lifebuoy…‟ made it perceived as a red carbolic soap (germ protection).
  • 3. Product Life Cycle
  • 4. Product Life cycle of Lifebuoy Introduction:  Introduces in 1895, officially sold from 1935.  It was a brick size carbolic soap.  It was associated with health & well being.  It was first targeted at men and masculine health. Growth  Germ killer soap.  Rural market.  Strong promotion.
  • 5. PLC Cont…. Maturity  Stagnant market share.  Same brand image.  Reached maturity on over hundred years of product existence.  Market share in carbolic segment was 95% Decline  The brand didn‟t declined (market share declined) as the brand rejuvenation process was performed.
  • 6. Reasons for decline in market share of Lifebuoy Introduction of new soaps with fragrances. Positioning of sanitary soap. Introduction of new germ killing soaps. Why Lifebuoy? Women as decision maker. Size & smell.
  • 7. Brand Life cycle Lifebuoy was associated with germ-killing. Positioned as macho soap. Now it has become a family soap. From sanitary to bathing soap. Competition with Dove, Detol etc.
  • 8. Brand Rejuvenation Traditional male victorious concept of health to a more responsible concept of „health for the entire family‟. Introduction of Active B in soaps. An easy grip and a modern look and various fragnances. Campaigning (Swashthya Chetana). New slogan “Koi Dar Nahi”. From sanitation to bathing soap.
  • 9. Bibliography http://businessstretegy.blogspot.in/2010/10/success- story.html http://articles.economictimes.indiatimes.com/2011-03- 23/news/29178563_1_lifebuoy-global-brand-soap http://www.termpaperwarehouse.com/essay- on/Lifebuoy/109473
  • 10. Thank You