William Hesketh Lever launched Lifebuoy soap in the UK in 1894 as the first soap to contain carbolic acid, giving it germ-fighting properties and a distinctive red color. Lifebuoy was officially launched in India in 1935 and has since become India's oldest personal care brand, known for promoting health and hygiene. Though Lifebuoy has the highest brand awareness and market share in rural India, its market share has stagnated, with competitors offering similar germ protection. Its parent company HUL uses the Lifebuoy brand across soap, hand sanitizer, and hand wash products to provide affordable hygiene solutions through rural education campaigns like Swasthya Chetana.

2. LIFEBUOY HANDWASH

3. 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

4. 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

5.  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

6. HUL
HOME AND
PERSONAL
CARE
WATER
PURIFIER
FOODS
PERSONAL
WASH
LIFEBUOY
SOAP
Cline
care
BODYWAS
H
HAND
WASH
Total
Nature
Cool
fresh
HAND
SANITIZER

7. Advertisements

8. 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

9. 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

10. Care
Safety
100%
secure
Usage of lifebuoy
handwash
Healthy
Infection
Germ free
Smell

11. Age: 6-50+
Gender: anyone
Income: 5000+
Target area: low income group
Benefits: total protection antiseptic
User status: regular usage

12. 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

13. 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

14. Pricing strategy
Quantity
200 ml
200ml
215ml
215ml
Type
active fresh
nature
care
total
Price
Rs.60
Rs.60
Rs.55
Rs.60

15. Marketing Strategies
 Product Strategy- Introduction of new models
 Price and Promotion Strategy- Penetrating Pricing
(Rapid Penetration)
 Distribution Strategy- Increase in distribution
coverage

16. Distribution table
Suppliers
Lifebuoy distribution strategy
Distributor
Wholesaler
Wholesaler
Retailer
Urban/rural
Retailer
Urban/rural
Retailer
rural

17. Competitor
Dettol
Savlon

19. Wasim Akram, Former Cricketer and
Heroine- Kajol
As BRAND AMBASSADORS

20. “Use lifebuoy hand wash daily and keep your hands like Lilly”