DIV_E_GRP9_LIFEBUOY_PROJECT

1. Ravi Kiran E032
Shubham Singh E007
Abhinav Sharma E051
Alokdeep Dasgupta E012
Sohan Choudari E009
Ritesh Sinha E054
Market Analysis &
Branding of Lifebuoy

2.  Market share by value of Lifebuoy was 18.6 percent in the
year 2014 while Lux being the market leader by value with
19.1 percent
 Market share by volume of Lifebuoy was 21.3 percent in the
year 2014 while Lux having the share percentage of 16.9
percent
 In hand wash category , Dettol was the leader with 53
percent market share , followed by Lifebuoy having a market
share of 29.1 percent
 The major players in hand wash market are Lifebuoy ,
Palmolive , Dettol and Savlon
 The major players in the soap market are Lux , Dettol ,
Lifebuoy , Godrej
LIFEBUOY

3. 0
5
10
15
20
25
Lifebuoy Lux Dettol Godrej No. 1
2014
2013
2012
MARKET SHARE BY VALUE

4. 0
5
10
15
20
25
Lifebuoy Lux Dettol Godrej No.1
2014
2013
2012
MARKET SHARE BY VOLUME

5.  Soaps have a 98 percent penetration level in the
urban markets and 70 percent in the rural markets
 HUL re launched the Lifebuoy Brand in 2002 and
continues to be largest selling popular soap in its
category
 Toilet Soap is one of the oldest FMCG industry in
India. It is the highest penetrated category within
FMCG sector reaching an estimated 95 % of the Urban
and 87 % of the rural household
 HUL has the highest household penetration which is
88 %
 Lifebuoy has the highest market penetration in the
soap category which is about 91%.
 HUL’s market share in the personal wash segment is
about 57 percent in which lifebuoy market share is 29
percent
PENETRATION LEVEL

6.  Vision
We will develop new ways of doing business with the aim of doubling the size of
our company while reducing our environmental impact
 Mission
To help people feel good, look good and get more out of life with brands and
services that are good for them and good for others
 Impact
As the world’s leading health soap , Lifebuoy helps to make a difference by
creating accessible hygiene products and promoting healthy hygiene habits
How vision and mission of HUL impact
Lifebuoy

7. POLITICAL :
- HUL’s political forces shape the use of marketing communication by
following the law and human rights
- Unilever is also regulated by data protection and anti-trust legislation
- Legislation, voluntary codes, market regulations and trade agreements are
factors that have influenced operations of HUL
ECONOMICAL:
- The climate of the Indian economy controls how HUL consumers, suppliers
and many stakeholders conduct themselves
- A growing economy will have effects on HUL operations
SOCIAL :
- Social factors shape consumers, the way they behave and what they are
willing to purchase and impact consumers’ attitude, interests and opinions
- Population changes in India have influenced the way HUL operates
especially supply and demand of goods and services within an economy
PESTLE ANALYSIS

8. TECHNOLOGICAL
- Technological infrastructure have impacted the operations of HUL and
many other companies to manage their operations and for consumers
to expect instant results and apply analytics in predicting and anlysing
consumer behaviour
LEGAL:
- Certain laws affect the business environment while others have
certain policies that any company can maintain
- HUL has been impacted by consumer laws, safety standards and labor
laws among other rules
ENVIRONMENTAL :
- Environment also forma an important stakeholder in HUL’s business
- In one such incident,HUL received backlash from public, media and
NGO’s for polluting Kodaikanal

9. STRENGTHS
- Popular soap brand in rural markets
- Very high consumer awareness and great
brand visibility with catchy taglines and
ads
- Diverse portfolio across segments Soap,
Hand sanitizer and Handwash
- Very good distribution network
WEAKNESS
- It is perceived as brand for health not for
beauty care ,especially its soaps
- Positioned as Masculine soap and carries
macho image
- Lower market penetration in urban
markets due to weak image as non beauty
soap
OPPORTUNITIES
- Through its Handwashing Behaviour
Change programmes and collaboration
with health experts , it can score over its
competitors in terms of brand personality
- Strategic diversification and positioning of
its products like lifebuoy clearskin in beauty
care & Hair care segments
THREATS
- Competition from local and international
brands like Dettol and Savlon at same price
and value propositions
- Mature markets: It should increase its
market share to grow and it is expensive
and diffiult
SWOT Analysis

10. COMPETITORS

11. Consumer Influences & Insights
HOW DID LIFEBUOY GO ABOUT IT
.

12. Brand Identity Prism
Physique
It has very macho
image.Its physique is
athletic
Relationship
“Health , Hygiene
and Trust”
Reflection
Health brand at
affordable price
Personality
Personality of the
Sportsman/Sports
woman and
mature person
Self-Image
Healthy..…hoga
Hindustan;Lifebuoy
hai jaha tandurusti
hai waha- A helathy
and sportsperson
Culture
Family
bonding,and
scientific outlook
PICTURE OF RECIPIENT
PICTURE OF SENDER
INTERNALIZATION
EXTERNALIZATION

13. .
Customer influence :
- It is of supreme importance when determining a customer's needs and
tastes , particularly when a business introduces new products
Consumer Involvement :
- Customers can use social media to communicate with one another. This
role of social media enabling customers to talk to one another is an
extension of traditional word-of-mouth communication
- Lifebuoy brand entered the online space with a campaign to promote
their brand and its values on a pan national basis. Rediff.com
and Lifebuoy, tied up to promote the ‘Healthy Hoga Hindustan’
campaign the brand started some while back conceptualized
byRediff.com for Lifebuoy, the initiative is a drive for cleanliness and
hygiene, which was taken to the people of remote villages and towns
of 10 states in India

14. .
Consumer Innovativeness:
- Consumer innovativeness is often viewed as a personality trait reflecting a
willingness to change. Innovative consumers are an important market
segment for marketers
- Lifebuoy created innovative roti reminder .More than 100 million people
pray, eat and live together at the Kumbh Mela. In 2013 Lifebuoy branded
more than 2.5 million rotis with the words “Did you wash your hands
with Lifebuoy?” to encourage millions of people to wash their hands
before eating and help to stop the spread of preventable diseases
including diarrhea and pneumonia.
High-tech Marketing Impact:
- Effect of digital revolution has caused a drastic change to the business
environment and consumer buying patterns. Lifebuoy has unveiled a
breakthrough technology in germ protection Active Naturol Shield
launched as part of the new Lifebuoy clini-care10 range

15.  Geographical
 All cities of India
 Divided into urban , semi urban and rural
 Demographic
 Age from 6 to 50 plus
 Middle and Lower Income group
 Behavioural
 Total protection antiseptic soap for regular user
 Psychographic
 Middle and Lower class
 Outdoor-oriented and soap oriented
SEGMENTATION
Geographic
Segmentation
Developing
Economies like
India, Africa,
Indonesia,
South America
Behavioral
Segmentation
Benefit Sought
:
anti-bacterial /
ease of use
Demographic
Segmentation
Social class :
Middle & Lower
class.
Psychographi
c
Segmentation
Health
conscious
users
Life Style :
Outdoor &
Sports oriented
Segmentation

16. TARGETING
 Targets rural areas with household income < Rs 10000
 Urban Areas - targets all the household except premium customers
 Majority customers in developing economies

17. POSITIONING
2003 Initiative
Bargain basement price of 2 rupees which enabled deeper penetration into the rural market
2004 – Re launch
* New curved shape packing to get it a new look
* An easy grip and a modern look to get a better shelf space
* Made Four new choices available to its customers
Lifebuoy Strong
Lifebuoy Fresh
Lifebuoy Gold
Lifebuoy Naturals
2011 Repositioning :
Lifebuoy started being sold on a ‘seasonal' platform with the communication proposition
being ‘Protection from 10 infection causing germs'. The ten germs being are flu, sore throat,
respiratory infection, dysentery, diarrhoea, rash, skin infection, sore eyes, pimples and ear
infection.

18. PRODUCTS
Lifebuoy
total 10
Lifebuoy
lemon fresh
Lifebuoy
mild care
Lifebuoy
cool fresh
Lifebuoy
moisture plus
Lifebuoy
betel leaf
Lifebuoy
vita protect
Lifebuoy clini-
care Complete
Lifebuoy clini-
care Fresh
 Symbolizes health and hygiene
 Introduced new variants from time to time

19. PRICE
 HUL has made sure that Lifebuoy is available to the masses and thus has priced it
competitively. Surprisingly Lifebuoy soap has more presence in the rural market than
in the urban market
 HUL launched Lifebuoy at a price of Rs. 2 to target rural markets
 At present its price is Rs. 10
 Lifebuoy is also available in 38-gm stock keeping units that cost Rs 5, in rural areas.
This aids easy product penetration
Product Package Size Price (Rs.)
Lifebuoy Care Bath 120 gm 15
90 gm 12
Lifebuoy Deo Fresh Soap 90 gm 10
Lifebuoy Milk Care Soap 90 gm 12
Lifebuoy Nature Bath 120 gm 15
90 gm 13
Lifebuoy Skin Guard 75 gm 15
Lifebuoy Total 120 gm 15

20. PROMOTION
 Promoted through Television, Radio, Newspaper and through local bodies like ‘Gram
Panchayat‘
 Lifebuoy Superfast Hand wash- 99.9% Germ Killed in 10 seconds
 Through radio and sponsoring programs like
‘Krishi Darshan' and ‘Aap ka Swasthya'
 Walls were painted with the name ‘LIFEBUOY’
 Carried the branded message “Lifebuoy se haath dhoye kya?” – in Kumbh Mela
 More than 2.5 million branded rotis will have been eaten by the end of the month-
long campaign

21.  World’s No. 1 Selling Germ Protection Soap
 Distribution across 50 lakh+ stores across the
country
 Awarded the Bronze Global Effie for the
‘Superfast Handwash’ campaign
 First Indian Handwash brand to reach out for
Rural markets
 Won the grand prize at the Asian CSR awards 2007
 Won Silver in the Rural Marketing Advertisers
Association of India awards in 2006
LIFEBUOY- KEY FACTS

22.  In year 2000, the brand Lifebuoy was shrinking
month after month
 It faced stiff competition in the urban markets
where the other players started eating into their
market share
 Also, the brand positioning was targeted towards
men, reminiscent of a time where men used to
make buying decisions
 Concept of health was depicted in the
advertisements. However, the audience was unable
to understand the specifics
 The design of soap at that point was not very
aesthetic
TIMES OF TURMOIL

23.  Concept of advertisement was changed from ‘This
makes you fit’ to ‘This prevents you from getting ill’
 Marketing focus was shifted from men towards women
who now made shopping decisions for the family
 Lifebuoy soaps were redesigned to a more aesthetically
pleasing form along with a number of new variants
 Lifebuoy pioneered into the rural markets gaining the
first mover advantage in that space
 Lifebuoy launched economically priced soap bars of
smaller size to capture middle and low income groups
 Lifebuoy educated hygiene and sanitation practices to
people in rural areas under programs like Swasthya
Chetna and Khushiyon ki Doli
BRAND RETENTION

24.  Lifebuoy adopted unique strategies to increase
consumption in rural areas and position itself as an ethical
brand that cares for society
 Lifebuoy health officers visited 43,000 Indian villages and
schools over five years where they used product
demonstrations, interactive visuals, competitions and
drama workshops to spread the health and hygiene
message
 The program is based on the simple insight that ‘visible
clean is not actual clean’ which was brought alive through a
special ‘Glowgerm’ UV demo
 The program has reached 110 million rural Indians since it
began in 2002. Awareness of germs has increased by 30%
and soap use has increased among 79% of parents and
among 93% of children in the areas targeted. Soap
consumption has increased by 15%.
BRAND POSITIONING

25. THANK YOU