Swasthya chetna – 2003-04 lifebuoy sales grew by 20 %
PRESENTED BY: MISS PRADHNYA A. TAKALKHEDE (46) MISS PRAJAKTA G. MOON (27) MISS SNEHA N. KHAPARDE (19) MISS SANDHYA KOTKAR (20) MISS AARTI GAJWANI
"When you go to a doctor, there are some verystrict, disciplinarian ones and there are some whomake light of the illness. Lifebuoy is the secondkind of doctor", says AmerJaleel, NCD,LoweLintas.
In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing Company, followed by Lever Brothers India Limited (1933) and United Traders Limited (1935). These three companies merged to form HUL in November 1956. Hindustan Unilever Limited (HUL) is Indias largest fast moving consumer goods company, with leadership in Home & Personal Care Products and Foods & Beverages. HULs brands, spread across 20 distinct consumer categories, touch the lives of two out of three Indians.
HUL meets everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life. It is a mission HUL shares with its parent company Unilever. Unilever sells Foods and Home and Personal Care brands in about 100 countries worldwide. HUL is also one of Indias largest exporters. It has been recognized as a Golden Super Star Trading House by the Government of India. HULs brands like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Ponds, Sunsilk, Clinic, Pepsodent, Close-up, Lakme, Brooke Bond, Kissan, Knorr-Annapurna, Kwality Walls are household names across the country and span many categories like soaps, detergents, personal products, tea, coffee, ice cream, etc. Exports are a substantial business in HUL, accounting for about 12% of the companys turnover which includes beverages, marine products, rice & castor.
HUL Home & Foods Water Purifier Personal Care Personal Wash Lifebuoy Hand Body Hand Men’sSoap wash wash Sanitizer RangeLifebuoy Total ProtectLifebuoy Mild Care HydratingLifebuoy Nature Pure Lifebuoy Total DeodratingLifebuoy Active fresh Lifebuoy CareLifebuoy Vita ProtectLifebuoy Moisture PlusLifebuoy Clear skin
Lifebuoy Bar Soaps Mothers are the true experts when it comes to their family‟s health. These six variants help you protect your family from the 10 infection causing germs and stay one step ahead of them. Lifebuoy Totalprotect Lifebuoy Mildcare Lifebuoy Naturepure Lifebuoy Activfresh Lifebuoy Vitaprotect Lifebuoy Moistureplus
Lifebuoy Clear Skin Lifebuoy Clear Skin provides specialist protection from acne, which results from oil and dirt coming together. Mineral clay or "multani mitti" absorbs the oil from your skin, while washing away germs and dirt to greatly reduce the incidence of acne. In fact, Lifebuoy Clear Skin is proven to reduce acne by up to 70% in six weeks, guaranteeing visibly
Lifebuoy Hand wash Clean, germ-free hands are the key to good health, as ingestion of germs from unhygienic hands at mealtimes is the most likely cause for common diseases. Lifebuoy Hand wash offers germ protection, with a unique formulation that generates a rich lather. This provides an effective and hygienic wash in every corner of the hands and nails, at the same time leaving your hands pleasantly fragrant. Lifebuoy Total Lifebuoy Care Lifebuoy Nature Lifebuoy Activfresh
Lifebuoy Bodywash Everyday, dirt and pollution blocks pores, providing a fertile breeding ground for harmful germs, ultimately resulting in various skin problems. Lifebuoy Body Wash provides deep cleansing of pores, protecting against the three root causes of skin health problems – clogged pores, over-drying, and germs. Lifebuoy Totalprotect Lifebuoy Mildcare Lifebuoy Naturepure Lifebuoy Activfresh Lifebuoy Vitaprotect Lifebuoy Moistureplus
Lifebuoy Sanitizer Lifebuoy Hand Sanitizer effectively disrupts bacteria‟s cell membrane & virus‟s outer coat thereby kills bacteria & inactivates viruses on your hands. Proven to instantly kill 99.99% germs without water. Proven to kill H1N1 virus Dries quickly, is non-sticky and has soothing fragrance. Has Moisturizer and Vitamin E to keep your hands soft and smooth. Two variants: Lifebuoy Total Lifebuoy Care
Lifebuoy Men’s Range Lifebuoy Mens Body Washes are specially formulated to wash away excess oil and sweat, protecting against body odour and other problems caused by germs. Two variants provide the most important benefits to mens skin: Deodorising - protection from sweat and stickiness, and Hydrating - helping to moisturise skin.
YEAR BRIEF HISTORY1894 William Hesketh Lever Launches Lifebuoy in Britain1895 Lifebuoy gets launched in South Asia and South Africa1914 Lifebuoy was sent to soldiers during World War I1920 A fresh approach to marketing Lifebuoy soap in Britain &US, a positive attitude to good health, targeted at females Sailor was replaced with image of red Lifebuoy soapbar1922 Lifebuoy begins manufacturing in Calcutta, India
BRIEF HISTORYYEAR1923 Lifebuoy production changes to mild soaps: improves product appearance and lasting quality1928 Lifebuoy produced two soaps: one for the body, one for household usage1933 Lifebuoy toilet soaps gets launched in UK1934 New factory opens in Mumbai Clean Hands launched as a school programme , educating children on need to wash hands1939 Lifebuoy provides emergency washing facilities in Britain during the World War II
YEAR BRIEF HISTORY1949 Lifebuoy gets launched in Indonesia1970 Lifebuoy was positioned as a soap for sporty people in UK and US1990 Lifebuoy withdraws from US and UK market2002 Swasthya Chetna begins2003 Lifebuoy bar gets a new shape2005 Life without fear- first little Gandhi TV ad show in Asia2008 First Global Hand Washing day on Oct 15 held in over 75 countries and 23 Lifebuoy market2009 Lifebuoys biggest ever Global relaunch-based on an unprecedented real life clinical trial that focused on practicing the “Lifebuoy Way”
LOCAL INTERVENTIINDIA: Swasthya Chetna SwasthyaChetna, which means Health Awakening, is a multi-phased activity that works towards effecting hand washing behaviour change in rural communities. The main message of the campaign is "Visibly clean is not really clean".INDIA: Gurudwara Lifebuoy soaps were distributed as gifts in the Gurudwaras. The activation covered 156 Gurudwaras across 138 small towns in Punjab, engaging over 35,000 people with the Lifebuoy health and hygiene message. WAY OF LIFE To measure the real benefits to those who adopt the Lifebuoy Way of Life. The Lifebuoy Way of Life is a plan proposed by Lifebuoy that focuses on washing hands with Lifebuoy soap on 5 key occasions: Before breakfast, Before lunch ,Before dinner ,During the daily bath ,Immediately after visiting the toilet
SOCIAL MISSION SOCIAL MISSIONLifebuoy co-founded 15th October first ever Global Hand washing Dayin 2008.2009 Guinness World Record success52,970 Children Hand washing with Lifebuoy in Bangladesh15,115 Children Hand washing with Lifebuoy at Chennai inIndiaLifebuoy and the Water Supply and Sanitation Collaborative Council(WSSCC) challenged children to draw a poster which promotes theimportance of hand washing with soap.Lucky competition winners from over 20 countries will fly to the UNpalace to take part in a high profile international hand washing event.
Product, price, place, promotionproduct Package size Price(Rs)Lifebuoy care bath 120gm 15 90gm 12Lifebuoy Deo fresh soap 90gm 10Lifebuoy Milk care soap 90gm 12Lifebuoy Nature bath 120gm 15 90gm 13Lifebuoy Skin guard 75gm 15Lifebuoy total 120gm 15 80gm 12
product Package size Price(Rs)Lifebuoy Clear Skin 125gm 20 75gm 13Lifebuoy Hand sanitizer 100 ml 60Lifebuoy Hand soap 200ml 45 (Refill pack) 180ml 28Lifebuoy Mens body wash 200ml 98Lifebuoy Family Talc 100gm 28 400gm 68Lifebuoy Hand Wash
LIFEBUOY VARIANTS INTER COMPETITORS INTRA COMPETITORS Lifebuoy Godrej.no.1(Rs.8), Breeze (Total Plus) Santoor(Rs.10) (Rs.8 for 100 gms.) Lifebuoy DeoFresh Cinthol Liril(Rs.16), (Rs.13) Lux(Rs.13) Lifebuoy Active Dettol(Rs.16), Rexona Savlon(Rs.16) (Rs.13 for 100 gms.) Lifebuoy clear skin Fair glow(Rs.10), Fair & Lovely(Rs.10), (Rs.13) No marks(Rs.19) Dove(Rs 27), Pears(Rs 20) Lifebuoy Medimix(Rs.13), Hamaam Nature Chandrika(Rs.12) (Rs.13 for 100 gms.)
PLACE It has made his strategy like that in every small or big shop customer will be able to find out the product. It has already appointed 6000 such sub- stockists . As a result, the distribution network directly covers about 50,000villages, reaching about 250 million consumers. By the swasthya chetna project company has already covered great % of villages and is being progressively extended.
Rural: 75% of Indias population is in the rural areas; hence about 50% of the soaps are sold in the rural markets. Lifebuoy‘s variants like Lifebuoy plus, Lifebuoy total, lifebuoy active are specially positioned for the rural market. Semi-urban: For the semi-urban segment, Lifebuoy nature & Lifebuoy fresh is positioned. Urban: Whereas Lifebuoy clear skin soap, Lifebuoy deo fresh, Lifebuoy international (plus &gold) are meant for the urban segment.
PROMOTION Lifebuoy soap has been promoted through all type of media like T.V; Radio; Newspaper; etc. HUL also promoted lifebuoy through local bodies like ‗Gram Panchayat, ‗Swasthya Parishad by offering knowledge for using good and anti-germ products. HUL focused on the promotional campaign in rural sector. They also concentrated on promoting through radio and sponsoring programmes like ‗Krishi Darshan and ‗Aap ka Swasthya programmes that have greater number of audience.
In rural areas, Walls were painted with the name ‗LIFEBUOY‘. Hindustan Lever Ltd. used the big budget film `Krrish to market its largest selling soap brand — Lifebuoy. HUL was engaged in a co-branded promotion with the film, which involved printing pictures of Krrishs character on its Lifebuoy packs and also giving away merchandise based on the film. Lifebuoy was chosen over the other brands since the brand is all about protection and Krrishs character is also about protecting the world from enemies.
SEGMENTATION The segmentation of the soap market can be done on the basis of three price ranges – Economy, Popular and Premium. The price differential between the premium and economy segments is about 2X. The popular and economy segments accounts for about 4/5ths of the entire market for soaps. Price for 100 Gms. Premium (priced at Rs.15 & more) Popular (priced at Rs.11 –Rs.14) Economy (priced upto Rs.10)
Breeze & Lifebuoy falls in the economy category. HLL‘s premium category soaps include Pears, Dove, Moti & Liril whereas Hamam, Rexona & Lux falls in the popular category. It can be diagrammatically shown as follows: Premium (Priced at Rs.15 and more) Popular (Priced at Rs.11 to Rs. 14) Economy (Priced at Rs.10)
GEOGRAPHIC SEGMENTATION World region: Asia Country: India, Pakistan Cities: All cities of India& Pakistan Target Area: Urban,SemiUrban, Rural.
DEMOGRAPHIC SEGMENTATION• Age: 6-50+•Gender: Anyone•Income: Rs.5,000+•Target Area : Lower income group
BEHAVIOURAL SEGMENTATION Benefits: Total protection antiseptic soap. User status : Regular user PSYCHOGRAPHIC SEGMENTATION• Social class: Middle & Lower class.• Lifestyle: Outdoor- Oriented, Sports-Oriented
POSITIONING The Indian soap market is huge, diverse and constantly evolving. In terms of benefits sought by consumers, the market can be divided into four broad segments – health, naturals, beauty and freshness. Lifebuoy is been positioned by its uses & applications. It is been positioned as a complete family health soap.
POSITIONED FORLifebuoy Total mothers with active kidsLifebuoy Deo Fresh young adults who lead active lifestylesLifebuoy Active Green As herbal soapLifebuoy Gold Care for sensitive skinLifebuoy Clear Skin for pimple free skin
DIFFERENTIATION Differentiation between Lifebuoy‟s variants is that the original lifebuoy had red colour which is now repositioned as lifebuoy active red. Now it has lifebuoy active orange which is orange in colour, active green in green colour, active cool in blue colour, Gold care, deo fresh, plus & total in white colour. Whereas Lifebuoy clear skin is creamish brown in colour (colour of Multani Mitti).
Market share, Market Penetration & Lifebuoy’s share in the total market share of HUL Soaps have a 98 percent penetration level in the urban markets and 70 per cent in rural market. HUL relaunched the Lifebuoy brand in 2002 and continues to be the largest selling popular soap in its category. Toilet soap industry is one of the oldest Fast Moving Consumer Goods (FMCG) industry in India. It is among the highest penetrated category within FMCG sector reaching an estimated 95% urban and 87% of the rural households. HUL has the highest household penetration which is 88%. Lifebuoy has the highest market penetration in the soap category which is about 91%. Today, 95% of HUL is its FMCG business. HUL‟s market share in the personal wash segment is about 56- 58% in which lifebuoy‟s market share is about 18-21%.
LINE EXTENTIONThe line extension of Lifebuoy includes Lifebuoy international(plus & gold), Lifebuoy gold care, Lifebuoy total, Lifebuoy deofresh, Lifebuoy active (red, orange, green, gold), Lifebuoy cool,Lifebuoy clear skin & Lifebuoy nature.
BRAND EXTENTION LIQUIDLIFEBUOY TALCUM SHOWER HANDWASHPOWDER GEL
The brand extension of lifebuoy includes lifebuoy hand wash, lifebuoy shower gel & lifebuoy talcum powder. Lifebuoy liquid hand wash was the first liquid soap. Lifebuoy talcum powder has a 2 per cent value share in the stagnant talcum powder category with Levers own brand of Ponds Dream flower talc commanding a leading share in the category which is about 70%. In March 2003, HLL had introduced Lifebuoy Family Talc on the platform of health. It has two pack sizes, priced at Rs.28 for 100 gm and Rs.68 for 400 gm. Positioned as a `complete family health talc, Lifebuoy Family Talc is expected to provide `All day protection and meant to fight body odour causing germs all day long, according to the communication on the purple and white packs of its talc. While the upper-end consumers would use deodorants, a Lifebuoy powder could work for consumers in the lower strata who are already familiar with the soap.
SWOT ANALYSISLOGOPARENT COMPANY HULSECTOR FMCG
SWOT ANALYSISTAGLINE/ SLOGAN Healthy hoga Hindustan; Lifebuoy hai jaha tandurusti hai wahaUSP Lifebuoy provides 100% better protection from germs as compared to ordinary soaps
STP SWOT ANALYSISSEGMENT Personal Care – Soap, Hand Sanitizer, Hand WashTARGET GROUP All households, to provide a 100% anti- bacterial soap for complete protectionPOSITIONING Lifebuoys goal is to provide affordable and accessible hygiene and health solutions
SWOT ANALYSISSTRENGTHS 1. First soap to use carbolic acid, which gave it a red colour and strong, medicinal scent. 2. Wide portfolio for the Lifebuoy brand ranging which includes Soap, Hand Sanitizer and Hand Wash. 3. High consumer awareness for the brand of Lifebuoy. 4. Most popular soap brand specially in the rural market. 5. Excellent brand visibility and extensive distribution.
SWOT ANALYSISWEAKNESS 1. Lower market penetration in urban areas as compared to rural areas 2. Initially positioned as a masculine soap, which was eventually turned as a family soap. 3. Not been perceived as a beauty soap, and is mainly used just for hand washing
SWOT ANALYSISOPPORTUNITY 1.The Lifebuoy ‗Swasthya Chetana programme‘ uses a direct consumer contact‘ methodology, and touches the lives of 70 million people in 18,000villages 2. Imparting education about importance of hand washing to prevent spread of germs 3. Used global epidemics like swine flu to further promote products for better hygiene and protection
SWOT ANALYSISTHREATS 1. Competitor brands offering similar levels of protection 2.Considered to be a low-end product, and may find it difficult to move up in the segment
Lifebuoy is a cash cow for HUL. This is becauseLifebuoy is India‘s first bathing soap & the firstproduct of HUL as a bathing soap. Lifebuoy hasa brand loyalty to a very high extent about 95 %.In the rural India, lifebuoy is synonymous withsoap for decades now .Lifebuoy has a majorchunk of market share in HUL‘s personal washsegment which is 21%.
BARRIER MATRIX YEXI WORST GAMBLET Low Returns High Returns High Risk High RiskBAR STABLE BESTR Low Returns LIFEBUOYI Low Risk High ReturnsE Low RiskRS 0 X ENTRY BARRIE RS
Things you don’t know about LifebuoyThings you don’t know about Lifebuoy Lord Lever Hume looked out of the window from his home & saw thefamiliar life saver in port sunlight & the word LIFEBUOY flashed throughhis mind & he named the soap thus. 2000 lifebuoy soaps are sold every minute. The original Lifebuoy jingle was sung by Late Jagjeet Singh, one ofthe India‘s foremost Ghazal exponents. Lifebuoy has been a trusted brand for over 100 years now.
Things you don’t know about Lifebuoy One in ten people in the world use Lifebuoy. Today Lifebuoy is mainly sold in Asia and parts of Africa. It is market leader in every Asian market where it is sold. In 2005, Lifebuoy was awarded a Citizen Brand accolade in Indonesia in recognition of the work the brand has undertaken in hand wash education It is the only soap brand to have ever crossed 100,000 tonnes in sales in a single year.
Things you don’t know about Lifebuoy The Brand Equity Survey, 2003 ranked this mega-brand as one of the Most Trusted Brands in India. HLLs Lifebuoy becomes first Indian brand to have a special postal cover which was released on the occasion of the World Health Day in recognition of the phenomenal work done by Lifebuoy for initiating and assiduously implementing the socially beneficial movement.
Innovative ways of reaching out to the customers1. Lifebuoy can implement the idea:―Lifebuoy se nahao, tandurusti hi nahi, sona bhi pao‖i.e. Getting surprise gold coin inside the soap.2. Another idea could be that:Each letter of the word „LIFEBUOY‟ will be printed in each pack of soap &the one who completes the entire word „LIFEBUOY‟ will get an educationalscholarship.
3. “Use lifebuoy Liquid hand wash daily & keep your hands like lily”
4. Another Ad which can be placed in banners, Posters, Newspapers, etc. “Germs free health ko… tandurusti kahate hain…. Doctors jise recommend karte hain…. use lifebuoy kehte hain”.
5. The brand name ‗LIFEBUOY‘ can be painted in different colours i.e. in the colours of its existing variants. For e.g. L I F E B U O Y And it can be accompanied by the saying…― Tandurusti jagaye tan mann mein ….. aapka Lifebuoy ab aath rangon mein‖!!!
6. What‘s in your make-up kit today? Lipstick, Eye-liner, Mascara, Eye shadow, Compact powder…….. Are you forgetting something? Yes!!! ……… Lifebuoy clear skin soap. The ultimate solution to your skin problems!!!
7. A radio Ad for Lifebuoy soap could be:Tararum pum pum, kabhi khushi kabhi gum,Lifebuoy se nahaya karo…….,Sare germs ho kum, Tandurust rahe hum,Rojana nahaya karo…..!!!!!