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).
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.
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.
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.
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.
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.