Lifeboy Stratergy


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  • VDO – lifebouy football ad
  • Lifeboy Stratergy

    1. 1. Case Study Presentation -Lifebuoy, Radio Mirchi Bibin Thomas, S3 MBA, 19
    2. 2. Unilever is one of the world’s leading suppliers of fast-moving consumer goods. They aim to provide people the world over with products that are good for them and good for others. Creating a better future every day
    3. 3. vision ● We work to create a better future every day. ● We 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. ● We will inspire people to take small everyday actions that can add up to a big difference for the world. ● We will develop new ways of doing business that will allow us to double the size of our company while reducing our environmental impact.
    4. 4. Unilever’s portfolio of categories Leading category positions Ice Cream & Beverages Personal Care Homecare Savoury, Dressings & Spreads Strong category positions
    5. 5. Top 25 brands = almost 75% of Unilever’s sales. Big global brands
    6. 6. Unilever manages a number of partnerships globally. Customer partnerships
    7. 7. Unilever is a world leader in research and development (R&D). Innovation driving growth 1 ● €891 million invested in R&D in 2013 ● At least 250 new patent applications filed each year ● A portfolio of more than 20,000 patents and patent applications
    8. 8. Competitive advantage through an integrated R&D programme. Innovation driving growth 2 ● More than 6,000 R&D professionals ● 6 strategic R&D laboratories delivering groundbreaking technologies ● 31 major development centres developing and implementing product innovations ● 92 locations around the globe with R&D teams implementing innovations in countries and factories
    9. 9. Sandy Ogg Chief HR Officer Geneviève Berger Chief R&D Officer Michael Polk President Global Foods, Home & Personal Care Harish Manwani President Asia, Africa and Central & Eastern Europe Doug Baillie President Western Europe Dave Lewis President AmericasPaul Polman Chief Executive Officer Pier Luigi Sigismondi Chief Supply Chain Officer Jean-Marc Huët Chief Financial Officer Keith Weed Chief Marketing and Communications Officer A global management team
    10. 10. Board of Directors Chairman Michael Treschow Paul Polman Chief Executive Officer Jean-Marc Huët Chief Financial Officer Executive Directors Non-Executive Directors The Rt Hon The Lord Brittan of Spennithorne QC, DL Wim Dik Louise Fresco Ann Fudge Charles Golden Byron Grote Narayana Murthy Hixonia Nyasulu Kees Storm Jeroen van der Veer Paul Walsh
    12. 12. India's largest Fast Moving Consumer Goods company with 100 factories across India. In 1931, first Indian subsidiary, Hindustan Vanaspati Manufacturing Company, followed by Lever Brothers India Limited (1933) and United Traders Limited (1935).  HUL formed in November 1956; Hindustan Unilever
    13. 13.  The Anglo-Dutch company Unilever owns a majority stake in Hindustan Unilever Limited.  one of the country's largest exporters and recognised as a Golden Super Star Trading House  The mission – “add vitality to life.” Hindustan Unilever
    14. 14. Hindustan unilever ltd Personal wash Lux, lifebuoy, dove Pears, rexona, breeze, Laundry Surf excel Wheel sunlight Skin care Fair & lovely Ponds vaseline Hair care Sunsilk Clinic Oral care Pepsodent closeup Deodorants Axe rexona Color cosmetics lakme ayurvedic ayush
    15. 15. Competitors of HUL SOAPS HUL brands Lux Rexona Breeze Lifebuoy Competitors brands Santoor, Chandrika Cinthol, Mysore Sandal Godrej no. 1, Nirma Dettol Bibin Thomas, S3 MBA,
    16. 16. Competitors of HUL SOAPS HUL brands Pears Dove Hamam Liril Competitors brands Santoor, Savlon Camay Margo Cinthol
    17. 17. Introduction 1894- William Hesketh Lever launched Lifebuoy in the UK as the Royal Disinfectant Soap Lever discovered carbolic acid as he sought the perfect formula for soap that could combat germs and still be affordable to everyone
    18. 18. • Officially launched in India in 1935 • India‟s oldest personal wash brand • Always stood for health and hygiene, delivered through germ protection • Sales on more than 5bn per day • Had stagnant market share • Stood for its health – plate-form • Was brick red in color with carbolic ingredient Lifebuoy - India
    19. 19. 1966* 1914 – 1970s
    20. 20. Bibin Thomas, S3 MBA, 19
    21. 21. The case is all about STP of the lifebuoy. It shows a historic evolution of lifebuoy and the changes in the STP. 1950‟s the popular jingle ‘Tandarusti ki reksha karta hai Lifebuoy’ The jingle touches the mother and then they use lifebuoy as a mandatory for their children. Summary
    22. 22. In 1964 - first major re-launch. to use sports as the communication idiom Targeted towards men Universal symbol of good health keeping in pace with its 25yrs image of association with good health Pinched aspirational needs. Catchy jingle with energetic and pulsating music. “Lifebuoy hai jahan , Tandarusti hai vahan” 1935 – 2000
    23. 23. • 1964- Lifebuoy launched with a slight modification in its shape. • They always positioned as health benefit and they include champions soap through sports events. Bibin Thomas, S3 MBA, 19
    24. 24. 1970‟s – Due to high competition lifebuoy expanded the product line. Sl.No. Product Target 1 Lifebuoy Personal To all who use soap as hand wash. 2 Lifebuoy Plus New urban consumers with perfume. 3 Lifebuoy Gold New urban consumers with white colour with perfume and a slight high pricing. 4 Liquid Lifebuoy A modern soap to tap the un taped urban consumers. 5 Lifebuoy Active To meet the competitor who use non- carbolic feature.
    25. 25. • No longer just a carbolic soap with cresylic perfume • Ingredient : Active-B, which protects users against germ infections. • Superior bathing experience. • From the „traditional, male, victorious concept of health‟ to a more responsible concept of „health for the entire family.‟ • Market share rose from 12% to 18% 2002- The Revamp
    26. 26. Bibin Thomas, S3 MBA, 19
    27. 27. About Radio Mirchi • Radio Mirchi is a leading radio station from the Times group. It began its operations as Times Fm and then was renamed as Radio Mirchi in 1998. • In January 2006, Radio Mirchi bagged 25 frequencies and this pushes the Radio Mirchi presence in 32 centers across India. • Radio Mirchi follows a set format of shows across all the stations and mainly plays Bollywood Music. Bibin Thomas, S3 MBA, 19
    28. 28. Target Group • Idea behind Radio Mirchi • Age Group 15-25 SEC A & B • Students, youth and young working adults. Bibin Thomas, S3 MBA, 19
    29. 29. Segmentation, Targeting & Positioning
    30. 30. Segmentation Variables ● Geographic ● Demographic ● Psychographic ● Behavioral ● Other (anything!) No single best way to segment a market. Often best to combine variables and identify smaller, better-defined target groups. Market Segmentation - Principles
    31. 31. • Helps in distinguishing one customer from another • Helps to adapt to the offering to the target market • Enable dividing the market and conquering them • Helps in making market efforts more efficient Benefits of Segmentation
    32. 32. Market Targeting Company marketing mix Market Company marketing mix 1 Company marketing mix 2 Company marketing mix 3 Segment 1 Segment 2 Segment 3 Segment 1 Segment 2 Segment 3 Company marketing mix Undifferentiated marketing Differentiated marketing Concentrated marketing
    33. 33. Target Group • Idea behind Radio Mirchi • Age Group 15-25 SEC A & B • Students, youth and young working adults. Bibin Thomas, S3 MBA, 19
    34. 34. Positioning • “YOUTHFULL” & “HOT” • Channel that will make u happy and full of energy • “Radio Mirchi Sunane wale hamesha khush” Bibin Thomas, S3 MBA, 19
    35. 35. • The case says that if market properly segmented and poisoned will help to increase positive image. • Consumers are always heterogeneous in nature so they always very in purchasing habits so it's important to marketer to be segmented on the basis of homogeneity • Position can be done through continuous and mass communication. Conclusion Bibin Thomas, S3 MBA, 19