6. Presented to
Mr. Mahmudul Hasan Fouji
Assistant Professor
Department of Marketing
Jagannath university
7.
8. Lifebuoy is a brand of soap marketed by Unilever. Lifebuoy was introduced by Lever
Brothers in 1895 in England. Originally a carbolic soap containing phenol, different varieties
were later introduced without the medicinal carbolic smell, such as the coral-colored Lifebuoy
during the late 1950s and Lifebuoy Minty Refresher in 1966 Lifebuoy was one of the most
popular soaps in the United States from approximately 1923 to the mid-‘50s, when perfumed
soaps took over the market. It was the best selling medicated/health soap in North America until
roughly 1951.
Unilever produced Lifebuoy in Cyprus for the UK, EU, US and Brazilian markets, in Trinidad
and Tobago for the Caribbean market, and in India for the Asian market.
Cyprus, Trinidad and Tobago is manufacturing the Red Lifebuoy Soap with a carbolic fragrance
.India and Indonesia produced red and other colors with ‘modern’ aromas for South and South
East Asia.
9. The year 1964 marked a new beginning for Kalurghat in Chittagong.It was
in this year that UniLever Brothers Pakistan Ltd a subsidiary of Unilever
the Anglo Dutch Consumer Goods Company, decided to establish a
manufacturing unit in Kalurghat.
In 1964, Lever Brothers started producing merchandised soaps, thus
ushering industrialization in the area. Productions started off with Sunlight
soap and Lifebuoy soap. Back in those days the average weekly capacity
was 50 to 60 tons. After meeting the local demands, surplus was shipped
to Pakistan. However, the political scenario was deteriorating and after a
ravaging war in 1971, Bangladesh became an independent country. It was
after independence that Lever Brothers Bangladesh Ltd was constituted
with Unilever owning 60.75% shares and the Government of Bangladesh
owning the remaining 39.25 %shares. Post liberation period evidenced
accelerated growth for the company.
10. Brand Name: LIFEBUOY
Logos:
Slogans: Lifebuoy Jekhane Shasthho Shekhane
Website: Unilever Bangladesh Limited
Symbols: People can easily recognize see their symbgol which is lifebuoy.
16. From Unilever
2) It provide people with soaps for killing germs enabling them to remain free
from health problems or skin problem.
The also often 3 types to chose from
3) They satisfy consumer need and want by:
Work better in killing gearm ,relive from health problem, skin problem.
User : All people of all ages and gender class.
Usage: Daily use, Irrespective of which class they belong to almost everyone uses.
17. Bar soap and liquid soap:
Psychographic segmentation:
Behavioral segmentation:
18. Lifebuoy is the largest health soap brand in Bangladesh
First soap to use carbolic acid, which gave it a red color and strong, medicinal scent.
High consumer awareness for the brand of Lifebuoy
Excellent Marketing
Good Network
Well known brand
19. Lifebuoy has lower market in urban
Most of the people used it as hand soap instead of Bath
Only consider making soap of health care.
22. Unilever follow the psychological pricing strategy to set a price. Because of
the people judge the quality of any product by price. So, Unilever set a price
23 taka for 90g soap. But its cost is very low than 23 taka. Other hand,
Unilever also follows the premium pricing strategy. Lifebuoy is high quality
product and it price is high.
23. Lifebuoy is one of the largest ‘Fast Moving Consumer Goods in
Bangladesh’. It has a strong distribution channel. It follows the Intensive
distribution strategy. Reaching the product at customer convince. We can
get lifebuoy soap in everywhere.
Lifebuoy follows pull strategy on channeling and Marketing decision. They
do lots of advertising. More advertisement as result wholesalers and
retailers are eagerly to stock lifebuoy in their shop that is why it is available
in every shop.
24. Advertisement: Any paid form of promotion is advertisement. Lifebuoy do a
lot of advertisement. Lifebuoy invest lots of money for their advertisement. We
can see lifebuoy ads on many promotion sources like on Newspapers,
Television and Magazines etc.
Public Relation: Communication will be there but there is no money
investment. Public relation is used to promote product, company and
organization etc. Unilever did public relation to maintain a good relationship
with consumers, electronic media as well as press media. Unilever’s lifebuoy
sponsored football matches.
Sales Promotion: If wholesaler buys lifebuoy soap quantity of 72 then they will
get two or three soap free.
25. Lifebuoy Friendship Hospital.” Since 2001
“Global Hand Washing Day”
“Lifebuoy Lifesaver Volunteer Programme”
'Help a Child Reach 5’
Lifebuoy gets title sponsorship of Tigers
26.
27. Lifebuoy has braved countless programs and become more than just soap. This life-saving brand
not only prevents diseases but is headstrong about the behavioral change programs it has
implemented around the world. Its vision is one which has informed and educated people about
the need for hygiene in daily life practices; and it all starts with one simple act of washing hands.
Through Lifebuoy one can learn that you don't have to move mountains to make a difference
among billions. It all starts with you!
