1. Submiited To Submitted by
Mrs. Kavita shukla
Section-K group no.-8
Bhavesh naik
piyush kumar
kushal kumar
supriya yadav
PRESENTATION ON LIFEBUOY
2.
3. Hindustan Uniliver (HUL) is India's largest fast
moving consumer goods company, with
leadership in Home & Personal Care Products
and Foods & Beverages. HUL's brands, spread
across 20 distinct consumer categories, touch
the lives of two out of three Indians. They
endow the company with a scale of combined
volumes of about 4 million tonnes and sales of
Rs.10,000 crores.
4. LIFEBUOY
• Lifebouy is one of the oldest brand of HUL.
• It is well positioned as “health and hygiene” soap.
. It was launched in 1895, and for over a 100 years, has
been one of largest selling soap brand within the country.
. Lifebuoy is India’s largest selling soap brand and has
been so for a long time now.
. It is the only soap brand to have ever crossed 100,000
tonnes in sales in a single year.
5. The brand has a mammoth user base of over 600 million
consumers in India.
Lifebuoy is the single largest soap brand — with 20 lakh
soaps sold every day and an estimated value of Rs 500
crore (600 million users annually).
The brick red soap, with its perfume and popular Lifebuoy
jingle have carried the Lifebuoy message of health across
the length and breadth of the country, making it the
largest selling soap brand in the world.
7. PRODUCT
At the very first HUL has launched the red brick lifebuoy
with its own unique fragrance.
It has been repositioned itself in 2002 marking a new
turning point in history from carbolic to Total Fatty
Material soap and been positioned as family soap with
variants like Lifebuoy Gold, Green.
The new Lifebuoy range now includes Lifebuoy Active Red
(125gm, 100 gm and 60 gm) and Lifebuoy Active Orange
(100gm).
Lifebuoy Active Orange offers the consumer a
differentiated health perfume while offering the health
benefit of Lifebuoy.
8. Cont…
At the upper end of the market, Lifebuoy offers specific
health benefits through Lifebuoy International (Plus and
Gold).
Lifebuoy International Plus offers protection against
germs which cause body odour .
Lifebuoy International Gold helps protect against germs
which cause skin blemishes.
Now Lifebuoy stood for - perfume, formulation, size and
shape.
9. cont….
Lifebuoy has also launched Total, Lifebuoy DeoFresh,
Lifebuoy Nature and Lifebuoy Gold Care.
The latest one is launched, called Lifebuoy Skin Guard.
Lifebuoy has also launched soap with neem and tulsi.
The soap for total family protection, Offers clinically
proven, long lasting protection from infection causing
germs.
Recently it has launched talcum powder under the brand
name of lifebuoy.
10. Price
Lifebuoy DeoFresh has been introduced especially for
young adults who lead activeLifebuoy Total is for all those
mothers with active kids who constantly fear hygiene
threats from germs leading to stress and anxiety for the
mothers and is available at Rs 12 for 125g, Rs 10 for 100g
and Rs 5 for 55g. lifestyles. It is available at Rs 10 for 100g.
LifebuoyLifebuoy Nature, on the other hand, comes with
neem and tulsi and is available at Rs 10 for 100g.
11. Cont….
Lifebuoy Gold Care is specifically designed for sensitive
skin and is available at Rs 10 for 100g.
Lifebuoy nature Lifebuoy careLifebuoy Total
12. Promotion
• Company has done a strong promotion for its brand
product lifebuoy.
• It use to launch so many health programmee in so many
countries to make people aware of health.
• Basically company use to so many health care programme
as their promotion.
• For example, a 1930's campaign in the US was titled
'Clean hands help guard health', encouraging the use of
Lifebuoy soap to kill the germs on hands that can cause
health issues.
The Health for the entire family
13. Cont….
A similar campaign continues today, with Lifebuoy
hygiene education programmes ongoing in countries
including India, Bangladesh, Pakistan, Sri Lanka, Indonesia
and Vietnam.
It also does promotion through TV and print campaigns,
the agency team focused attention on the family health
themes, conducted consumer education exercise using
"Germ tests" through multimedia.
By these activity it has established the brand's credentials
as an authority in a credible manner.
14. Cont…..
For promotion in rural markets, it created the Lifebuoy
Swashthya Chetana project wherein 450 teams of health
officers tapped 8000 villages in 11 states of india.
The brand registered a 30 per cent increase in volumes
after launching this project.
15. Cont….
In india company has done its promotion in
MAHAKUMBH mela at ALLAHABAD . The company stalls
14 places in the ground & taught people the value of
health & hygine by demonstrating lifebuoy.
People in Mela were asked to put there hands below
some special camera where they could see the germs on
their hands and were asked to wash their hands with
lifebuoy and then see the difference.
Company also use to show movies , distribute cassettes &
advertise about lifebuoy in rural area.
16. PLACE
Today Lifebuoy is mainly sold in Asia and parts of Africa. It
is market leader in every Asian market where it is sold
By its health care programmee it covers many villages.
Basically if we talk about india 70% of the population lives
in villages , so company sees a great opportunity in
villages & trying to cover that.
It basically covers 2 teirs cities & rural areas.
It has made his strategy like that in every small or big
shop customer will be able to find out the product.
17. Cont….
After the changed image of lifebuoy it also trying to make
the availability of the soap in above middle class society.
It has already appointed 6000 such sub-stockists. As a
result, the distribution network directly covers about
50,000 villages, reaching about 250 million consumers.
By the swasthya chetna project company has already
covered over in 52 5000 villages districts of Andhra
Pradesh, Karnataka Madhya Pradesh and Gujarat, and is
being progressively extended.
The vision of the company to reach every village of the
country.
