LIFEBUOY HANDWASH
INTRODUCTION
 1894- William Hesketh
Lever launched Lifebuoy
in the UK as the Royal
Disinfectant Soap
 Lever
discovered
c...
In India
 Officially launched in India in 1935
 India’s oldest personal wash brand
 Always stood for health and hygiene...
 Segment-Personal Care – Soap, Hand








Sanitizer, Hand Wash
Target Group-All households, to provide a
100% anti...
HUL
HOME AND
PERSONAL
CARE

WATER
PURIFIER

FOODS

PERSONAL
WASH

LIFEBUOY

SOAP

Cline
care

BODYWAS
H

HAND

WASH

Total...
Advertisements
SWOT Analysis
Strength
 First soap to use carbolic acid,
which gave it a red color and
strong, medicinal scent
 Wide por...
Opportunities
 The Lifebuoy ‘Swasthya
Chetana programme’ uses
a‘direct consumer contact’
methodology, and touches
the liv...
Care

Safety

100%
secure

Usage of lifebuoy
handwash

Healthy

Infection

Germ free
Smell
Age: 6-50+
Gender: anyone
Income: 5000+
Target area: low income group

Benefits: total protection antiseptic
User status: ...
Social class: middle & lower class
Life style: outdoor oriented, sports oriented

Target area: urban , semi urban, rural
W...
Swasthya Chetna
Campaign
 FIRST LARGEST RURAL HEALTH EDUCATION PROGRAM.
 DIARRHOEA WHICH KILLS 3 Mn PEOPLE EVERY YEAR CA...
Pricing strategy
Quantity
200 ml
200ml
215ml
215ml

Type
active fresh
nature
care
total

Price
Rs.60
Rs.60
Rs.55
Rs.60
Marketing Strategies
 Product Strategy- Introduction of new models
 Price and Promotion Strategy- Penetrating Pricing

(...
Distribution table
Suppliers

Lifebuoy distribution strategy

Distributor

Wholesaler

Wholesaler

Retailer
Urban/rural

R...
Competitor
Dettol

Savlon
Wasim Akram, Former Cricketer and
Heroine- Kajol
As BRAND AMBASSADORS
“Use lifebuoy hand wash daily and keep your hands like Lilly”
lifebuoy hand wash
lifebuoy hand wash
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lifebuoy hand wash

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introduction
about lifebuoy
Officially launched in India in 1935
India’s oldest personal wash brand
Always stood for health and hygiene, delivered through germ protection
Sales on more than 5bn per day
Had stagnant market share
stood for its health – plate-form
Was brick red in color with carbolic ingredient
Segment-Personal Care – Soap, Hand Sanitize r, Hand Wash
Target Group-All households, to provide a 100% anti-bacterial soap for complete protection
Positioning-Lifebuoy's hand wash goal is to provide affordable and accessible hygiene and health solutions
Parent Company-HUL
Category-Personal Care – Soap
Sector-FM CG
ADVERTISEMENTS
SWOT ANALYSIS
USAGE OF LIFEBUOY HAND-WASH-germ free, smell, healthy,100% secure ,care,safety
SEGMENTATION'S
PRICING STRATEGY
MARKETING STRATEGY
DISTRIBUTION TABLE
COMPETITORS-dettol, savlon
BRAND POSITIONING
AMBASSADORS
THANK YOU

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lifebuoy hand wash

  1. 1. LIFEBUOY HANDWASH
  2. 2. INTRODUCTION  1894- William Hesketh Lever launched Lifebuoy in the UK as the Royal Disinfectant Soap  Lever discovered carbolic acid as he sought the perfect formula for soap that could combat germs and still be affordable to everyone
  3. 3. In India  Officially launched in India in 1935  India’s oldest personal wash brand  Always stood for health and hygiene, delivered     through germ protection Sales on more than 5bn per day Had stagnant market share Stood for its health – plate-form Was brick red in color with carbolic ingredient
  4. 4.  Segment-Personal Care – Soap, Hand      Sanitizer, Hand Wash Target Group-All households, to provide a 100% anti-bacterial soap for complete protection Positioning-Lifebuoy's handwash goal is to provide affordable and accessible hygiene and health solutions Parent Company-HUL Category-Personal Care – Soap Sector-FMCG
  5. 5. HUL HOME AND PERSONAL CARE WATER PURIFIER FOODS PERSONAL WASH LIFEBUOY SOAP Cline care BODYWAS H HAND WASH Total Nature Cool fresh HAND SANITIZER
  6. 6. Advertisements
  7. 7. SWOT Analysis Strength  First soap to use carbolic acid, which gave it a red color and strong, medicinal scent  Wide portfolio for the Lifebuoy brand ranging which includes Soap, Hand Sanitizer and Hand Wash  High consumer awareness for the brand of Lifebuoy  Most popular soap brand specially in the rural market  Excellent brand visibility and extensive distribution Weakness  Lower market penetration 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
  8. 8. Opportunities  The Lifebuoy ‘Swasthya Chetana programme’ uses a‘direct consumer contact’ methodology, and touches the lives of 70 million people in 18,000villages  Imparting education about importance of hand washing to prevent spread of germs  Used global epidemics like swine flu to further promote products for better hygiene and protection Threats  Competitor brands offering similar levels of protection  Considered to be a low-end product, and may find it difficult to move up in the segment
  9. 9. Care Safety 100% secure Usage of lifebuoy handwash Healthy Infection Germ free Smell
  10. 10. Age: 6-50+ Gender: anyone Income: 5000+ Target area: low income group Benefits: total protection antiseptic User status: regular usage
  11. 11. Social class: middle & lower class Life style: outdoor oriented, sports oriented Target area: urban , semi urban, rural World region: Asia , Africa, Latin america Cities: all cities
  12. 12. Swasthya Chetna Campaign  FIRST LARGEST RURAL HEALTH EDUCATION PROGRAM.  DIARRHOEA WHICH KILLS 3 Mn PEOPLE EVERY YEAR CAN BE      REDUCED BY 48%. VISIT VILLAGE SCHOOL TO TEACH IMPORTANCE OF HANDWASHING. RECRUIT CHILDREN AND THERE PARENTS ON VOLANTRY BASIS. STARTED WITH 8 STATES AND COVER Mn PEOPLE. SALES DURING PERIOD INCREASED BY 20%. ACCORDING TO HUL ITS ‘MARKETING PROGRAM WITH SOCIAL BENEFIT’. HANDWASH BEHAVIOUR CHANGING PROGRAMME
  13. 13. Pricing strategy Quantity 200 ml 200ml 215ml 215ml Type active fresh nature care total Price Rs.60 Rs.60 Rs.55 Rs.60
  14. 14. Marketing Strategies  Product Strategy- Introduction of new models  Price and Promotion Strategy- Penetrating Pricing (Rapid Penetration)  Distribution Strategy- Increase in distribution coverage
  15. 15. Distribution table Suppliers Lifebuoy distribution strategy Distributor Wholesaler Wholesaler Retailer Urban/rural Retailer Urban/rural Retailer rural
  16. 16. Competitor Dettol Savlon
  17. 17. Wasim Akram, Former Cricketer and Heroine- Kajol As BRAND AMBASSADORS
  18. 18. “Use lifebuoy hand wash daily and keep your hands like Lilly”
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