PRODUCT MANAGEMENT OF LIFEBUOY,DOVE AND SURFEXCEL KRISHNANUNNI T.U S3MBA IMT
MISSION To bring safety, security and health to 5 billion people through the active Promotion of hand washing with soap. Created by the Lever Brothers soap factory in 1894. First soap to use carbolic acid, which gave it a red color and strong, medicinal scent. Lifebuoy understands this need and champions the cause for hygiene and health around the world
Lifebuoy has journeyed from humble beginnings of being a chunky red bar of soap to an evolved range of general and specialized products across formats, offering solutions in the health and hygiene Lifebuoy Core Soaps Range Lifebuoy Hand wash Range Lifebuoy Skin Guard Lifebuoy Clear Skin
Unilever position Lifebuoy when come in red colors as a brand of low income group. They choose their segment and position their brand according to the needs and wants of the segments. This segment wants long life of the soap and the chemical formula of Lifebuoy enables it to have long life. They position their brand for the health conscious people. In repositioning they changed the shape, color and the attributes of the Lifebuoy because want this kind of changes and they do this through environmental scanning.
Standard product: Unilever is offering a standard product of Lifebuoy soap and shampoo by standardized packaged product. Customized product: In case of Lifebuoy shampoo different sizes are available, customers use according to its requirements from 200ml bottle to 5ml sachet pack since there is no one time consumption.
Strong distribution channel Minimum profit margin Simple marketing message Lesser-priced packs to increase affordability Packaging in smaller units and localized design that attracts consumers Convenience of storage while use Thorough knowledge of the village psyche Promotional measures
Getting sold in more than 20 countries Excellent brand communication. Available at different quantities and varieties. Company’s strong brand image create success for products Introduced different varieties