Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.



Published on

Report on Lifebuoy Brand IIM C presentation

Published in: Health & Medicine, Business


  1. 1. Brand ManagementLifebuoy Brand Analysis By Group A7: Aditya Raj (0020/48) AdityaRikhari (0021/48) AshishAnand (0079/48) Sanyal C (0104/48) Siva Sahoo (0353/48)
  2. 2. Group A2Table of Contents1. Lifebuoy‘s international History: ........................................................................................................ 22. Lifebuoy in India................................................................................................................................. 33. Lifebuoy brand values......................................................................................................................... 44. Brand Articulation: ............................................................................................................................. 55. Role of Advertisement: ....................................................................................................................... 76. Brand Positioning of Lifebuoy.......................................................................................................... 107. Brand Personality Lifebuoy .............................................................................................................. 118.Brand Appraisal ................................................................................................................................. 139. Brand Extension ................................................................................................................................ 1510. Future Challenges: .......................................................................................................................... 17 1
  3. 3. Group A21. Lifebuoy’s international History:Lifebuoy was the world‘s first health soap, one that could be used for both personal hygieneand household cleaning. Plus it was the first soap to contain a revolutionary ingredient –Carbolic Acid. Acting as a disinfectant, it was the carbolic acid that gave Lifebuoy Soap itsantibacterial properties and distinctive scent. It was branded as the ―royal disinfectant soap‖in its initial years in UK. Lever chose the name Lifebuoy due to its life saving associationsand, more importantly, because it was easy for his customers to remember and pronounce.For many years after its launch it had a lifeguard in its packaging and communication. Hewas shown as saving kids and others with the help of a lifebuoy. This imagery was relevant atthat time as no other soap was present in the market with such properties and because of theindustrial revolution and the related hygiene conditions prevailing; it really came out as a lifesaver. Lifebuoy in 1920s, both in UK and USA came with the concept of mother, the healthdoctor. As the western world saw the rising importance of the mother as a decision maker inbuying and increased spending power of women, Lifebuoy came with mother, the healthdoctor of the family. The idea was to connect with the female audience and portraying her asthe doctor of the family, one who protects and safeguards her family from diseases. In 1930s, western countries saw a rise in incomes and hence a need of people toimprove their lifestyles arose. Lifebuoy for the first time in history came with the concept ofB.O. In an unorthodox move Lifebuoy developed a campaign which focused not just on itsability to fight germs and keep clean, but on the prevention of embarrassing body odour orB.O.After the 2nd world war, it came with a different toilet soap variant of the brand with a lightcoral colour and a softer smell. This was done to stop the women consumers from alienatingthe brand. Over the course of these changes the core value of Lifebuoy never changed. Theconcept of cleanliness is godliness allowed the lifebuoy managers to position it as a soapwhich ensures a healthy and active lifestyle. This was the value which went with lifebuoy towhichever market it went in the world. The value was built in the following sequence.Cleanliness > Hygiene > Health > Healthy and active lifestyle. 2
  4. 4. Group A22. Lifebuoy in IndiaLifebuoy in India in 1960s and 1970s promoted health, hygiene and an active lifestyle. Thisactive lifestyle and health was closely associated with sports and hence Lifebuoy‘s campaignsrevolved around sports and especially cricket as it was the most popular sport in the country.The proposition was that ―you will remain healthy if you use lifebuoy; you will be able toplay sports.‖ Where there is health, there is lifebuoy was a slogan which was very popular.Although this worked very well, this was a very male oriented approach to promotion. Lifebuoy was Indias leading toilet soap brand, but in late 1990s and early 2000s Lifebuoy‘ssales started declining. Lifebuoy‘s sales declined by 15% in 2001.The increasing competitionfrom other toilet soaps which had better scents and shapes forced Lifebuoy to take a look atits strategy. In 2002 Lifebuoy repositioned itself as toilet soap for the whole family. HUL realised thatincreasingly women are becoming the decision makers of the family in India too. Hence Itmoved to a broader concept of health; health for the whole family. The proposition of thebrand didnt change — health was still the focus — but the advertising did. It changed itscommunication from You will be healthy if you use Lifebuoy to You will not fall ill if youuse Lifebuoy. At this point, Ads directed at mothers came on screen, a very popular onebeing how kids could get full attendance, because of Lifebuoy. Lifebuoy in its attempt to be relevant with the current and future consumers also introducedseveral variants, catering to specific needs of a herbal solution, body odour, clear skin etc.Lifebuoy clear skin and skin guard are the expensive sub-brands in the lifebuoy portfolio,while the red lifebuoy total still remains at the base price. Lifebuoy also changed its shapefrom a brick shape to a shape with a better grip. In 2005 Lifebuoy climbed up the brand ladder and this time it came with little Gandhicampaign - a life without fear. Rather than concentrating on the risks of not being protected,it focused on rewarding the protected. Little Gandhi is an ordinary little boy whose worldrevolves around his home, dirty street (which is his playground), school and friends. One dayhe wakes up and decides he wants to make a difference, so he starts to clean away the rubbishfrom the street outside his house. The core value of assuring health and active lifestyleremained the same but the emotional benefit that it wanted to provide was the fearlessattitude of the children in changing the world because they do not fear about their health aslifebuoy is there with them. This ad also showed mothers watching with pride and assuranceas their kids start cleaning the streets. Over the years lifebuoy also did a lot of activities which developed the category in general.The unbranded educational programs which involved educating children about the necessityof hand wash and empowering them was one of those activities. Lifebuoy has a range ofliquid hand wash, body wash, shampoo and talc now in the Indian market. 3
  5. 5. Group A23. Lifebuoy brand valuesThe values Lifebuoy promotes are the same values that had guided the brand at birth and thesame global values Lifebuoy holds today: that using Lifebuoy ensures a healthy and activelifestyle. However the set of functional and emotional benefits have changed all along its life-cycle.The value of lifebuoy have been built by this sequence - Healthy Cleanliness Hygiene Health and active lifestyle.The core brand value of assuring a healthy and active life style has always remained withLifebuoy over time and different markets.Consumer insights which allowed lifebuoy to build its brand - Hygiene was a very big problem in industrial revolution time in Britain; diarrhoea deaths were very common. There was a definite need of a simple cost effective solution which shall help people in a big way in such times. This insight therefore helped lifebuoy build its brand value of assuring hygiene. It was believed that ―Cleanliness is Godliness‖. Many a time philosophies are prevalent in societies which can be related to by a marketer to reap benefits. Lever did just that. Cleanliness was what society valued and the product, the brand was promising just that. In fact it was one of brand‘s core values. Active life style/sports highly associated with health. This insight that sports are highly associated with health was used to build the core brand value of assuring a healthy and active lifestyle. 4
  6. 6. Group A24. Brand Articulation:By 2002, the prices of a key soap raw material – vegetable oil, fell to a historic low. Thisresulted in growth decline of soaps as a category. Moreover, there was an explosion of‗discount‘ soaps, which were luring consumers by offering modern forms and good sensorialexperience at affordable prices. The carbolic segment, under which Lifebuoy existed, shrunk& in the process gave way to an explosive growth in the discount segment. Consumers werebeginning to perceive Lifebuoy as an outdated offering vis-à-vis these discount soaps,prompting them to switch to other soaps. Rural consumers questioning `why do I needLifebuoy when all soaps clean highlighted the decline of the brand. From a position ofhaving no choices and needing a basic cleaning soap, consumers in rural India werebeginning to have more choices. The repositioning of Lifebuoy was necessitated as a result ofthese market trends. This prompted HLL to launch Lifebuoy Active and Lifebuoy ExtraStrong in mid 2001. HUL repositioned the Lifebuoy brand in an attempt to make it morerelevant to both new and existing customers. After this revamp, Lifebuoy was no longer just acarbolic soap with cresylic perfume. It was positioned as toilet soap. Lifebuoy also re-established its message of health for consumers, from the ‗traditional, male, victoriousconcept of health‘ to a more responsible concept of health & hygiene for the entire family.‘With this launch, the carbolic segment was wiped out as Lifebuoy accounted for 95 per centof this segment previously. In this process of change, HLL challenged everything thatLifebuoy had stood for – formulation, perfume, shape and size. Every element ofcommunication was changed.Brand IdentityName: The name Lifebuoy has been retained throughout the soap‘s 117-year history.Lifebuoy literally means a life preserver such as an aerated buoyant ring or a jacket. Hence,the name associates with a life saver/caretaker. In the Indian market, Lifebuoy was initiallytargeted at the middle class consumer, where English penetration was not very high. Hence,the brand name‘s literal meaning as such had limited significance on the masses. However,due to strong marketing and brand building, today Lifebuoy is a household name in India.Color: Till 2001, the soap was a brick-red colored bar. After the repositioning in 2002, thecolor was made slightly more pinkish. In 2004, Lifebuoy‘s variant was launched in whitecolor.Design: Till the 1990‘s, the soap was a coarse chunky brick-shaped bar. Later, Lifebuoysclassic hard red brick shape has been replaced with a new signature Lifebuoy shape whichwas made thinner and curved for better grip and with soft rounded edges. 5
  7. 7. Group A2Logo:Till 2002, the soap‘s logo was displayed as simply Lifebuoy on the soap pack. After itsrepositioning, the logo was modified – the name was made slimmer and italicized to providea modern look. After 2004, the logo was modified and now, the name Lifebuoy was in italicsand encapsulated within a + sign, to emphasize total protection. The + sign not only conveysgood health & connotes with the medical usage, but is considered a symbol of purity,auspiciousness and holiness in India. The good health symbol + augments the brand promiseof Lifebuoy.Brand CommunicationPackaging: Till 2002, the soap‘s cover pack was simply red and displayed the name. Whenthe soap was repositioned in 2002 as a toilet soap, the phrase ‗A toilet soap‘ appeared on itscover pack. But the soap was again repositioned in 2004 as a family health soap. Also,variations of the soap to target different segments were launched. At the upper end of themarket, Lifebuoy International (Plus and Gold) were launched to protect against germs whichcause body odour and skin problems. Earlier, in 2003, HLL had launched Lifebuoy FamilyTalc in two pack sizes, pegged at Rs 28 for 100 gm and Rs 68 for 400 gm. The cover pack ofthe new soap carried the tag ‗Care‘, ‗Mildcare‘, ‗Nature‘ etc. as the case may be with thespecific variant. After its re-establishment as the health soap for the whole family, in 2006,the cover carried the logo ‗Total‘ and provided detailed description of Lifebuoy fought germsand odor and provided total protection for the body. The packs displayed a picture of a health& happy family. The rear of the cover pack contained 2 pictures – one showing a lot of germson the body before a wash and the second displaying no germs after a wash with Lifebuoy.After Lifebuoy‘s variants were introduced, the soap packs only differed in terms of colors,with the conventional Lifebuoy cover pack having red color, Lifebuoy neem cover packbeing green, Lifebuoy Active Gold cover pack being blue and Lifebuoy Active Orange coverpack being orange. 6
  8. 8. Group A25. Role of Advertisement:The early Lifebuoy ads (1992) had a catchy jingle ―Tandarustiki rakshakartahaiLifebuoy Lifebuoyhaijahan, tandarustihaiwahan…..Lifebuoy”. The ads showed a youngIndian male emerging victorious in a football match after bathing with Lifebuoy. The ideawas that Lifebuoy‘s thorough cleansing against germs provided you the freedom to go all outwithout the burden of germ protection. The ad was a hit amongst consumers and helpedLifebuoy to position itself as a hygienic product which fights germs.In 2002, after its repositioning, the Lifebuoy ads featured the jingle ―Koi darrnahin…”which means ‗no fear‘. The ads conveyed that the consumer could rest assured that the onusof cleansing and protection against germs fell on Lifebuoy.The ads in 2004 were built around the concept of showing how high scoring intelligentschool-kids were able to deliver excellent results by bathing with Lifebuoy and letting thesoap take care of their health. The ads, for the first time, showed mothers of kids beingadvised by doctors to adopt Lifebuoy for their kids. The advertisements now primarilycentred on the housewives and their kids/families – showing that Lifebuoy provided goodhealth & hygiene which subsequently resulted in the family enjoying a healthy lifestyle. Thead was built around the concept of laddering – achieving success by following a healthy &hygienic lifestyle by bathing with Lifebuoy. These ads also asserted recommendations fromIndian Medical Association to establish a seal of trust. This was necessitated by the fact thatduring this time, Dettol was extensively positioning its handwash and soap as providing100% protection against germs and carried extensive coverage of Indian Medical Associationrecommendations in its own ads.The ad of Lifebuoy liquid handwash featured school kids eating their meals together duringrecess. One kid says that his mom recommends washing hands with soap for full one minuteto completely get rid of germs. In reply, one girl says ―Terasaabun slow haikya?‖ meaning―is your soap slow?‖ and all kids laugh at the boy. Lifebuoy liquid handwash is thenintroduced and claims to provide 100% protection against germs in just 15 seconds handwash.In a very smart TV ad campaign, children who used Lifebuoy were shown cleaning a street.The message put across was that Lifebuoy not only ensured good health and cleanliness forindividuals, but healthy and productive communities as well.The ads in 2006 showed kids enjoying playing outdoor sports fearlessly. The kids were thenshown bathing with Lifebuoy, resulting in removal of all germs from their body and theirbody getting enclosed with a protective shield of Lifebuoy, implying ‗total protection‘. 7
  9. 9. Group A2SwasthyaChetna (meaning "Health Awakening") campaignStarted in 2002, the aim of the programme is to create awareness about disease causing germsand to promote basic hygiene practices like washing hands with soap as a preventivemeasure. To date, SwasthyaChetna has touched the lives of 70 million Indians across 18,000villages, with its unique communication tools like flip chart stories, glow germdemonstrations, germ mask games, health rallies/message stencilling and other communityactivities. In 2006, the programme is being extended to an additional 10,000 villages. It isthus a marketing programme with a strong social cause of improving the health andhygiene of rural India.The campaign aimed at educating children and community about the threat of unseen germsand maintaining good health through practice of basic hygiene. HLL employed innovativecommunication and marketing tools at melas, festivals, haats, etc. to spread extensiveawareness about hygiene and health by product demonstrations. HLL was actively engaged intransforming the hand-washing and bathing habits themselves in rural India. For example,people in mela were asked to put their hands below a special camera where they could see thegerms on their hands and were asked to wash their hands with Lifebuoy and see thedifference. Hand-carts were also displayed at the company‘s stall for attracting more people.Ideas like putting stickers on hand pumps, walls of the wells, putting tin plates on treessurrounding the pond were some of the innovative media utilized by Lifebuoy. The idea wasto actively market the product not only at the point of purchase but also at the time ofconsumption. Other media techniques employed were shop-fronts and cinema van operationswhich had films and audio cassettes with songs and dance sequences from popular films thatcomprised ads of HLL products during breaks. Operation Harvest served as a medium toaugment the role of conventional media in rural India and in the process built relations andloyalty with consumers. Cross company product mixes were also offered to lure consumerslike packs of tea etc. 8
  10. 10. Group A2HLL undertook projects to enhance the rural supply chain by a network of sub-stockists andProject Shakti in partnership with the Self-Help Groups of rural women. These Self-HelpGroups acted as direct-to-home dealers. This move took advantage of the fact that in ruralIndia, women are the catalyst of change. It is they who give Shakti its strength. Project Shaktiproved to be a great marketing venture for HLL since it provided social welfare benefits inboth promotion as well as distribution. The model created a win-win partnership betweenHLL and its consumers, some of whom depended on the organization for their livelihood andhelped building a self-sustaining virtuous cycle of growth for all. Another good initiativetaken by HLL under Project Shakti was `I-Shakti, an IT-based rural information facility thatprovided solutions to major rural needs such as agriculture, education, vocational training,health and hygiene. In addition to its TV campaign, HUL also uses other methods and media,such as direct consumer contact, radio and point-of-sale, in order to reach consumers who donot have access to a television set.In India, as a part of a new outreach programme, ‗Khushiyon Ki Doli‘ (Caravan ofHappiness), Lifebuoy took hand washing messages to remote areas, reaching around 30million people directly in 2010-11.The activity includes a slow-paced educational video fromLifebuoy which explains the importance of hand washing plus glow-germ demonstrations,during which UV light is used to show that washing hands with water alone is not sufficientto remove germs.On Global Handwash Day, October 15, 2011, over 1100 HUL employees delivered Lifebuoyhand washing education in schools & orphanages to promote the habit of washing hands withsoap.By 2015, Lifebuoy soap brand aims to change the hygiene behavior of 1 billion consumersacross Asia, Africa & Latin America by promoting the benefits of hand washing with soap.Brand ServiceThroughout its 117-year history, Lifebuoy has focused on offering security against germs byits thorough cleansing action. The brand has never deviated from its core offering ofproviding hygienic lifestyle to its consumers and a continuous integrated and coherentmarketing and strong brand building process has resulted in its achieving synonymy with‗protection against germs‘. This instant recognition and recall of the brand‘s valueproposition in the mind of the consumer has been crucial in Lifebuoy‘s huge success. 9
  11. 11. Group A26. Brand Positioning of LifebuoyBrand positioning is meant to create an image in the mind of customers. Why a customershould buy one brand over the other. The unique feature which a brand can offer over theothers. It refers to achieving the financial goals of the market along with the suitability todifferent geographical markets.It was initially positioned as powerful germicidal and disinfectant with a strong carbolicsmell. Which was what the nation was looking for at that point of time? The health advantagewithered over time as competitors in the market came out with soaps whose value propositionwas germicidal properties along with being perceived as a beauty bar.The mainstay of Lifebuoy which had its strong foothold in rural markets, the time had comefor the revamping the ad campaign for the rural markets too as many players had pitched inthe market with the same set of benefits, so a revamp of the entire brand was required tomaintain its market. It later on was more focused on the positioning which emphasized thefact that Lifebuoy was for rich poor and even the urban population.It was around 2002 that the Lifebuoy as a soap moved from being a hard soap to a mild soapthat delivered a significantly superior bathing experience. The new soap had a refreshingfragrance and its overall positioning changed, which was a promise of health in softer, moreversatile and responsible hues - for the entire family. The packaging was also changed: Therugged red colored packs were soon replaced with a softer pinkish cover. This was followedby a series of ads highlighting the soap‘s germ fighting benefits.Lifebuoy had become a family soap with hygiene as its core competency which had been itsultimate value proposition in the past too.From a soap which was meant for being used in the toilets the brand had reinvented itselfwhich got itself new consumers who were not only cleanliness conscious but also beautyconscious.The repositioning campaign of Lifebuoy was started at 2008, but which became moreprominent and was effective mostly in 2009, Lifebuoy along with the advertisement asimproved its quality and fragrance, most of the people had shifted from Lifebuoy because itwas perceived as low quality and as mentioned earlier it had a terrible carbolic smell, asLifebuoy had improved its quality, it needed to run an effective advertisement campaign toget the customers attention. The advertisement team of Lifebuoy came up with excellenttheme ―Healthy Hoga Hindustan‖ and it targeted parents, who were their prime hot leads.This has enabled Lifebuoy to get more and more customers.The main competitors in the segment in which Lifebuoy was operating was Santoor, Dettol,Godrej No.1 and internally too it competed with HUL internal products as Rexona andBreeze.With Santoor as being the largest selling soap in south India and Reckitt Benckiser‘s Dettolfollowed Lifebuoy in terms of product offering. So, in order to move up the pyramidLifebuoy had to packaging and promotion schemes and composition in terms of fragranceingredients and skin types. So it came in variants as soaps, handwash, sanitizer etc. 10
  12. 12. Group A27. Brand Personality LifebuoyBrand personality means the set of human characteristics associated with the brand. It is builtover a period of time; this is what the users of a brand perceive from non-users. It is a set ofhuman characteristics associated with the name of a product, service or company. Thepresent identity of Lifebuoy soap is perceived as the following: A healthy soap: This is imparted by a trusted brand quality and most people buy this soap because ―it keeps your skin healthy‖. It was also a brand which had SKU‘s that were low priced so customers found it something unusual to go for another brand. The Red Soap: Since 2000,some critical changes have been incorporated into Lifebuoy soap bar in order to ensure that it provides improved hygiene protection and a more refreshing healthy washing experience and to change its image from a mere carbolic soap for its widespread customer base. It has been repositioned from carbolic to Total Fatty acid Material soap and been positioned as a family soap with quite a large number of variants like Lifebouy Gold, Green etc. but in spite of all this it still catches the imagination of every person ever aware of it as "the red soap". This red soap proposition is a major source of brand recall for Indian consumer. Lifebuoy was placed as a family soap but it had not been endorsed by a celebrity ever but in 2008 it used a cricketer for endorsing its brand, which had dented its image of a family soap and it had done no vale add to the brand personality. It also didn‘t bring about any change in brand positioning of the family soap. It evolved as a brand symbolising ―complete protection‖, by coming out with variants of Liquid soap, Hand Sanitizer, Hand Wash etc. The brand Lifebuoy was initially targeted at men and masculine health. The promise of Lifebuoy was You will remain healthy if you use Lifebuoy. You will be able to play hockey or football well. It was sporty. The symbolism of health, at the time, was the huge, sporty, macho man." The jingle, Lifebuoy haijahantandurustihaiwahan was catchy and did the trick. But in 80‘s and 90‘s it changed its strategy and targeted women who were the key decision makers in homes. A change in Brand Symbolism over time 11
  13. 13. Group A2 The proposition of the brand, instead of targeting customers in a different perspective, didnt change — health was still the focus — but the advertising did. The message in advertising changed from ‗You will be healthy if you use Lifebuoy to You will not fall ill if you use Lifebuoy." The appearance of the soap too underwent a change. Though the red bar remains, it is now more perfumed and less carbolic. At this point, commercials directed at mothers came on screen, a very popular one being how kids could get full attendance, thanks to Lifebuoy. Brand identity still remained as it was, it changed to a more attractive logo with a Plus sign in the background, reinventing the brand logo was to match up with the brand perception as a family soap. Look and feel : Which changed from a red cake to a sleek looking soap and the strong carbolic smell was replaced with a pleasant enjoyable one to make enriching. Targeted Message: As mentioned earlier it was still focused on the healthy part where it made no compromises to convey it through the medium of advertisements or promotional videos. Earlier the message was a masculine brand but later on it changed to being a family healthcare soap or rather to a role of family doctor, which was what they communicated through their commercials. Today the brand provides hygiene and health solutions for families, including a range of bar soaps, hand wash liquids and liquid shower gels. One of the most recent Lifebuoy‘s innovations addresses the number one skin hygiene and health concern for teens and tweens: oily and acne prone skin. Lifebuoy Clear Skin is a bar soap formulated using radical new technology that is clinically proven to reduce even severe acne, by 70% in 6 weeks. Regular use, twice a day is proven to prevent and reduce the recurrence of acne. Core message: Lifebuoy soap has used the message, ‗protects effectively against germs‘ for many years and is still continuing with that as a value proposition of the brand.12
  14. 14. Group A28.Brand AppraisalStrategic decisions to taken to build the same brand:Root strength - Lifebuoys goal is to provide affordable and accessible hygiene and healthsolutions that enable people to lead a life without fear of hygiene anxieties and healthconsequences, regardless of the boundaries of nationality, religion, social-economic status.Lifebuoy soap has been proven in laboratories to provide 100% more effective germprotection than ordinary soapsCompetency Analysis - Unilevers mission is to add Vitality to life by hygiene, and personalcare with brands that help people feel good. Lifebuoy has become more than just a red bar ofsoap. The most recent Lifebuoy innovation addresses the number one skin hygiene and healthconcern for teens and tweens: oily and acne prone skin. Regular use, twice a day is proven toprevent and reduce the recurrence of acneCompetitive analysis - The toilet soaps market is estimated at 530,000 tpa including smallimports. HUL is the market leader. The market is littered over with several, leading nationaland global brands and a large number of small brands, which have limited markets. Thepopular and premium brands include Lifebuoy, Lux, Cinthol, Liril, Rexona, and Nirma.Toilet soaps, despite their divergent brands, are not well differentiated by the consumers. It is,therefore, not clear if it is the brand loyalty or experimentation lured by high volume mediacampaign, which sustain them. A consequence is that the market is fragmented. It is obviousthat this must lead to a highly competitive market. Toilet soap, once only an urbanphenomenon, has now penetrated practically all areas including remote rural areas. Theincremental demand flows from population increase and rise in usage norm impacted as it isby a greater concern for hygiene. Increased sales revenues would also expand from upgradation of quality or per unit value.Benefits – In 2002 HUL positioned Lifebuoy as toilet soap. After its revamp it was no longerjust a carbolic soap with crystalline perfume. It gives the message of health for consumersfrom the ‗traditional, male, victorious concept of health‘ to a more responsible concept ofhealth for the entire family.‘ Also, it provides benefits in terms of price. Buyers in the ruralmarket are extremely price sensitive. So, it revamped the pricing strategy targeted to ruralmarket. It made Lifebuoy available at bargain basement price of Rs 2 at retail level. To date,70 million people in rural India alone have experienced Lifebuoys pioneering HealthEducation programme – the single largest private hygiene education programme in the worldDiscriminator – Lifebuoy is not just an red bar of soap. The brand provides hygiene andhealth solutions for families, including a range of bar soaps, hand wash liquids and liquidshower gels..The new lifebuoy introduced with new curved shape was twice as good as othersoaps in terms of providing germ protection. 13
  15. 15. Group A2Consumer Analysis – Lifebuoy was targeted to different segments. Variations of soap totarget different segments were launched. Lifebuoy International (Plus and Gold) was targetedto upper end of the market It was used to protect against germs which cause body odour andskin problems. Also, new Lifebuoy was targeted at todays discerning housewife with a moreinclusive "family health protection for my family and me" positioning. It was targetedtowards the middle class segment. It was not targeted towards beauty segment.Consumer Insights - Lifebuoy initially targeted only the low end market specially in smalltowns and rural areas where the need of providing a hygienic product which can fight germsand diseases like diarrhoea was very high. After consistent brand building by HUL, Lifebuoywas perceived to be red carbolic toilet soap and it had functional benefits of hygiene. Later onthe consumer perception was changed by re-establishing Lifebuoy as health soap. Lifebuoyscharacteristic medicated, carbolic smell has been replaced with a more enjoyable andcontemporary health fragrance.Brand Essence – It has a brand essence of ―Life without fear‖. The Lifebuoy franchise,through each of the products, has stayed true to its promise of meeting health and hygieneconcerns. The brands core promise of protection and a commitment to support life throughunbeatable protection is at the heart of the brand name itself – Lifebuoy, the guarantee ofprotection when you are threatened. For example, a 1930s campaign in the US was titledClean hands help guard health, encouraging the use of Lifebuoy soap to kill the germs onhands that can cause health issues. A similar campaign continues today, with Lifebuoyhygiene education programmes on-going in countries including India, Bangladesh, Pakistan,Sri Lanka, Indonesia and Vietnam.Reasons to believe – Lifebuoy celebrate Global Hand washing Day every year. Global Handwashing Day has transformed from a one-day opportunity to raise awareness of theimportance of hand washing with soap to a launch pad for large-scale hand washingpromotion initiatives and government-sponsored hand washing policies. Celebrated byhundreds of local and global organizations, Global Hand washing Day has significantgrassroots momentum; growing each year with little direction from its creator, the GlobalPublic-Private Partnership for Hand washing (PPPHW). By 2015, Lifebuoy soap brand aimsto change the hygiene behaviour of 1 billion consumers across Asia, Africa, and LatinAmerica by promoting the benefits of hand washing with soap, at key times.Customer Engagement - Employees were engaged in securing support from customers forinstore space through negotiation, organise for effective distribution of Point Of Sale (POS)and hot spots for branding and avail new stock for promotion. 14
  16. 16. Group A29. Brand ExtensionYes, the marketer make any brand extension decisions. Lifebuoy is the classic example ofbrand extension wherein Lifebuoy the parent brand was extended to target different consumersegments by the launches of Lifebuoy Plus, Lifebuoy liquid and Lifebuoy Gold. It has BrandExtension to Lifebuoy bar soap, Lifebuoy body wash, Lifebuoy Hand wash, Lifebuoy formen‘s range, Lifebuoy clear skin, Lifebuoy hand sanitizer.Lifebuoy Plus:In the 1980s, HLL made special attempts to expand the reach of Lifebuoy to urbanconsumers. To quote HLL, Lifebuoy was considered down market especially in the urbanareas. So, we had to instill a sense of pride in the user; he should not be ashamed of usingLifebuoy. So Lifebuoy Plus came; it basically was the old Lifebuoy with a different perfume.Backed by high budget advertisement, HLL managed to popularize Lifebuoy Plus. SaysHLL, with Lifebuoy Plus we could widen the appeal to new, urban consumers.Lifebuoy Gold:One more extension appeared for the urban consumers, Lifebuoy Gold; it broke away fromall traditional red color of lifebuoy; it was pure white, had different fragrance and was higherpriced.Lifebuoy Liquid:By this time, Liquid Lifebuoy also staged its entry to strengthen the brand‘s presence in theurban market. It was a modern product form. In the rural markets, Lifebuoy continued itsdominance in spite of competition; there was the stubborn Lifebuoy user in the rural areas,who continued to patronize the brand. The line extensions— Lifebuoy Personal, LifebuoyPlus, and the campaigns around them helped strengthen the brand name Lifebuoy to a greatextent.Lifebuoy Bar Soap:There are 6 variants under Lifebuoy Bar Shop to protect family from the ten infection causinggerms and stay one step ahead of them: a) Lifebuoy Totalprotect b) Lifebuoy Mildcare c) Lifebuoy Naturepure d) Lifebuoy Activfresh e) Lifebuoy Vitaprotect f) Lifebuoy MoistureplusLifebuoy body wash:Lifebuoy body wash provides deep cleansing of pores, protecting against the three rootcauses of skin health problems-clogged pores, over drying and germs: a) Lifebuoy Totalprotect b) Lifebuoy Mildcare c) Lifebuoy Naturepure d) Lifebuoy Activfresh e) Lifebuoy Vitaprotect f) Lifebuoy Moistureplus 15
  17. 17. Group A2Lifebuoy Hand wash:Lifebuoy Hadwash offers germ protection, with a unique formulation that generates a richlather. This provides an effective and hygienic wash in every corner of the hands and nails, atthe same time leaving your hands pleasantly fragrant. It has 4 variants under it as: a) Lifebuoy Total b) Lifebuoy care c) Lifebuoy Nature d) Lifebuoy ActivfreshLifebuoy for men’s range:Lifebuoy men‘s body washes are especially formulated to wash away excess oil and sweat,protecting body against odour and other problems caused by germs. It has 2 variants under it: a) Deodrising – protection from sweat and stickiness b) Hydrating – helping to moisture skinLifebuoy clear skin:Lifebuoy clear skin provides specialist protection from acne, which results oil, and dirtcoming together. It is proven to reduce acne by up to 70% in 6 weeks, guaranteeing visibly.Lifebuoy hand sanitizer:Lifebuoy hand sanitizer effectively disrupts bacteria‘s cell membrane & virus‘s outer coatthereby kills bacteria & inactivates viruses on your hands. It has moisturizer and vitamin E tokeep your hands soft and smooth. It has 2 variants: a) Lifebuoy Total b) Lifebuoy care 16
  18. 18. Group A210. Future Challenges:India‘s soap penetration stands at nearly 98% where rural area contributes 97% whereas theurban area contributes 99%. But the per capita soap consumption in India is still very low andcurrently is only 450 Gms. Brazil‘s per capita soap consumption is at 1100 Gms which ismore than double the amount of India. Thus there is lot of scope for the soap industry andalso for lifebuoy.The main task for Lifebuoy is to understand the rural customers. There is not concrete dataavailable about the rural consumer and to be successful in this category getting the consumerinsights would be very useful. The rural market which has a soap penetration relatively lowerthan that of the urban market is likely to be the battle ground for lifebuoy and its competitors.Also lifebuoy brand has already established itself in the India soap industry most of its futurebusiness is expected to come from the Brand extensions. Lifebuoy is expected to be a familysoap for all the members of the family who want to have a clean and germ free life. But theextensions in which lifebuoy enters would be of much interest for the market because thebrand has a considerable market share of nearly 15% and the extension which life buoychooses would determine the fate of the brand for the coming years .A lot of consumers also subscribe to the cause of impulse buying which would requirelifebuoy to have innovative and attractive packaging. Constantly improved packaging wouldhelp lifebuoy to maintain its visibility in the market and at the same time lead to greater salesand build a good brand reputation.Introduction of smaller SKU‘s especially for the rural markets could also be looked at as itwould surely lead to greater sales but at the same time would make the cost of packaging costper product relatively higher. Greater understanding of the Market through primary andsecondary research would surely help Lifebuoy to decide the markets to choose , SKU‘s topromote and many more thing in the future 17