A case study on lifebuoy


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A case study on lifebuoy

  2. 2.  Established in the 1890s On any given day, two billion people use Unilever products With more than 400 brands focused on health and wellbeing. Nutritionally balanced foods to indulgent ice creams, affordable soaps, luxurious shampoos and everyday household care products.
  3. 3.  Clear Close Up Dove Lifebuoy Lux PS Ponds Rexona Sunsilk
  4. 4.  Created by the Lever Brothers soap factory in 1894. It was the first soap to use carbolic acid, which gave it a red color and strong, medicinal scent.
  5. 5.  Lifebuoys goal is to provide affordable and accessible hygiene and health solutions that enable people to lead a life without fear of hygiene anxieties and health consequences
  6. 6.  First launched in UK Country was under severe grip of plague during mid- 1890s. Core promise there in the name itself. Advertisement was focused on sweaty men representing hard work and heroic deeds of the period. Jai jawan and Jai kisan. 70 million people educated. About half of consumption from rural Asia, where population - less than US$1 per day
  7. 7.  Played a role in times of crisis, helping to prevent the spread of germs and disease. ◦ During the Blitz of London in 1940 ◦ Lifebuoy soap were donated to UNICEF ◦ Vietnam 2009, 1,000,000 bar soap Fund ◦ Lifebuoy was awarded a Citizen Brand accolade in Indonesia Ranked top 9th „Brand Equity Most Trusted Brands of 2008‟(Economic Times)
  8. 8. SEGMENTATION The segmentation of the soap market can be done on the basis of three price ranges – Economy, Popular and Premium. The price differential between the premium and economy segments is about 2X. The popular and economy segments accounts for about 4/5ths of the entire market for soaps. Price for 100 Gms. Premium (priced at Rs.40 & more) Popular (priced at Rs.20 to 30) Economy (priced upto Rs.15)
  9. 9.  Lifebuoy falls in the economy category. HLL’s premium category soaps include Pears, Dove, Liril whereas Hamam, Rexona & Lux falls in the popular category. It can be diagrammatically shown as follows: Premium (Priced at Rs.15 and more) Popular (Priced at Rs.11 to Rs. 14) Economy (Priced at Rs.10)
  10. 10.  Cities: All cities of India  Target Area: Urban,SemiUrban, Rural.DEMOGRAPHIC SEGMENTATION • Age: 6-50+ •Gender: Anyone •Income: Rs.5,000+ •Target Area : Lower income group
  11. 11. BEHAVIOURAL SEGMENTATION  Benefits: Total protection antiseptic soap.  User status : Regular user PSYCHOGRAPHIC SEGMENTATION• Social class: Middle & Lower class.• Lifestyle: Outdoor- Oriented, Sports-Oriented
  12. 12. POSITIONING The Indian soap market is huge, diverse and constantly evolving. In terms of benefits sought by consumers, the market can be divided into four broad segments – health, naturals, beauty and freshness. Lifebuoy is been positioned by its uses & applications. It is been positioned as a complete family health soap.
  13. 13. POSITIONED FORLifebuoy Total mothers with active kidsLifebuoy Deo Fresh young adults who lead active lifestylesLifebuoy Active Green As herbal soapLifebuoy Gold Care for sensitive skinLifebuoy Clear Skin for pimple free skin
  14. 14. "Visibly clean is not really clean"
  15. 15.  Initiated in 2002 as a rural health and hygiene initiative in India. Started with 8 states & covered 70mn people. In partnership with local government bodies, visited rural schools to teach the importance of hand wash with soap. The element of Lifebuoy Swasthya Chetna that involves children focuses on fun, using stories, games, songs and quizzes. Recruited school children & their parents on a voluntary basis to spread the message. Efforts are made to ensure that the learning does not fade over time.
  16. 16.  According to HUL it was a “Marketing Programme with Social Benefit”. Covering 130 million people in 30,000 villages since 2002, becomes largest private hygiene education project in the world. On April 7, 2006, on the occasion of World Health Day, the Department of Posts released a special Lifebuoy Swasthya Chetna Postal Cover„; HLL became Indias first brand to be featured on a postal cover. Sales during this period increased by 20%.
  17. 17.  HUL introduced „Lifebuoy‟ in 1895. with the promise that that it kills germs and keeps the body healthy. Known as The Health Soap. Lifebuoy coined a distinct and jingling advertising campaign during that period, Tandurusti ki raksha karta hai Lifebuoy..., which survived for several decades. HLL launched a new product called „Lifebuoy Special‟ as a line extension with a distinct perfume that would convey the deodorant properties along with its main stream of strong medicinal carbolic smell. Few products intertwine with the brand in such a way that consumers perceive the product as brand. Lifebuoy carbolic soap became so popular during 2nd half of 20th century that any red coloured bath soap was perceived by rural consumers as Lifebuoy
  18. 18.  1990s, the soap industry witnessed rapid growth and consumer markets flooded with wide variety of new soap products. “This picture of a sweaty, hardworking man bathing with a hard, redcarbolic soap, on the tandurusti (health) platform somehow stoodthe test of time and continued till well into the 1990s.” But its monopoly was challenged by new brands with more valueprepositions such as freshness, beauty care, nature-care. By 1996, soaps, detergents and household care products of HLL fell from the heights of 69% in 1992 to 45% in 1996 due to the increased competition from Nirma, etc. By the end of the 20th century, Lifebuoy witnessed a steady decline in market share.
  19. 19.  “Managing the lifecycle of a brand means anticipating and preparing for brand „after life ‟ Line extensions, innovative methods of delivery, next generation products are fast becoming the new „after-lifeblood‟ of the industry.” But the marketing strategies of HLL enabled the brand to rejuvenate its life cycle by repositioning the brand with several new products.
  20. 20.  Backed by high advertising budgets, it injected new products targeting higher segments of Indian society The new product was launched with a shift in positioning from a „male brand‟ to a „family brand‟ by offering new fragrance, extralather and a new Active-B formulation that offered protection against germs that cause infections in the stomach, eye and in cuts and bruises.