Identify the barriers of using handwash in India and suggest measures to overcome them. Also identify touchpoints to contact the customers and bring in awareness. Suggest a NPD with reasons

1. BARRIERS TO USING HANDWASH AND
OVERCOMING THEM
PROJECT BY:
aparna mohan

2. CUSTOMER SPEAKS
RESPONDENT PROFILING
Total Sample Size:
30 Mothers
Hypermarkets/
Supermarkets in Pune
26 Mothers who came
along with children in
age group of 7-15. 4
Mothers came alone.
12 Mothers (Age 4045), 18 Mothers (Age
32-38). 11 of them
Housewives
She says :
“I go to a
supermarket/hyp
ermarket once a
month”
“Here I look for
a) everything
under 1 roof & b)
Offers &
Discounts”
“I care for my kids
health and tell
them to clean their
hands whenever
they come back to
the house from
outside”
“Handwash never
makes to my
shopping list.
When I see an
offer I buy it”
“Refilling the
pump when it
goes empty is an
additional job”
“I use liquid
handwash for
beautification of
my washrooms”
Her purchase influencers :
Friends and family
Innovations, offers & discounts
Advertisements in Newspapers & TV
Promotion Executives
21 of 30 customers agreed that they go & buy the Market leader Brand, unless these influencers /promotions induce them for a trial!

3. Barriers to use handwash
•
•
•
•
Soap can be used for a longer period than a handwash
Handwash rarely makes it to the monthly shopping list
Refilling handwash after it gets over is an additional pile of job
Handwash pump gives a premium & technical look to the product
which acts as a deterrent to purchase
Acceptance of liquid handwash as a separate consumable product
category is low
Presence of substitutes ( used / unused soaps at home)
No additional value seen in HW over soap bars
Soap is perceived to be a general hygiene agent taking care of
hands too.
•
•
•
•
How to drive conversion
•
Critical points to be communicated:
BENEFITS OF HANDWASH OVER SOAP :
– Zero chance of contamination even if different people using it
– Same pack giving personalized use to different consumers
– Convenience of using handwash over soap
COMMUNICATE THE NEED TO PAY EXTRA ATTENTION TO WASH HANDS THAN THE REST OF BODY AS:
– Hands are the contact to the world
– Hands are the most washed portion of our body so need to be taken care of
– Hands are the first point of contact with any stranger / friend / people (In the form of handshake)

4. Customer touchpoints
AWARENESS ON HEALTH
BENEFITS OF HANDWASH
• Newspaper campaign
• Field activation
• Demonstrations
• “Hygiene Meter” Initiative
BUILD CREDIBILITY OF THE
BRAND
• Through hospitals, clinics & doctors
FIRST TIME TRIAL USAGE
REPEATED USAGE
CUSTOMER ENGAGEMENT
• Sampling
• Lifebuoy Handwash kiosk
• Offers and Discounts
• Innovation in refill packs (To bind loyalty during refilling)
• Application based games
• “Tell a Secret to Lifebuoy”
• “Best Mom and Kid Moment”
• Jingles and Games

5. Touchpoints
Awareness on health benefits of handwash
•
Running a promotional campaign in newspaper supplements during weekends,
highlighting on the benefits of liquid handwash over soap for 2 months. A new
campaign everytime should focus on a new benefit from liquid handwash over soap
•
Field activation & Demonstration
–
“Guinness World Book of Record” – To make the maximum number of children wash their hands
at one place at the same time
•
•
Occasion – 15th October – Global Handwashing day
“Hygiene Meter” Initiative
–
Student Engagement : To appoint a school ambassador of lifebuoy in schools “The Cleanliness
Champ” for monitoring regularity in washing hands. To be appointed every 3 months via
competition on hygiene. To be gifted with certificates and hampers after the tenure gets over
Build credibility of the brand
•
Associating with Hospitals, Private clinics & Medical Professionals to make establish connect
and visibility with “Health & Hygeine”

6. First time trial usage
•
Touchpoints
Sampling
–
Distributing samples of handwash in the form of nozzled sachets with daily newspapers. Dual
Benefit : Experience of liquid soap + Nozzle demonstrates convenience of using handwash
–
•
Distribute samples in schools on sports fest etc
Lifebuoy Handwash kiosks
–
Outside food courts in malls to drive the point: “Hands should be clean before and after having
food”
•
Offers & Discounts
–
As pump is a deterrent against purchase, So it should be given “Free of Cost”. The same should
be communicated on the pack to convince the customers that they are paying for the liquid &
not the pump
Repeated usage
•
Threat: Competitor brands can be used as refills for lifebuoy pumps
Innovation in refill packs : To have a nozzled refill pack to facilitate
the refilling process
–
This will be a differentiator in respect to refill packs of competitors

7. Touchpoints
Customer Engagement
–
Application based games : “HEALTHY TOUCH” : A game based on a mascot in
the shape of a hand running away from germs.
Game Feature : The power of hand would be reinstated by washing hands
with Lifebuoy handwash
–
“TELL A SECRET TO LIFEBUOY”: Make the brand reach kids in form of a
friend they can share secrets with, rather than limiting the message to
cleanliness regime
–
“BEST MOM AND KID MOMENT” : Mothers to be asked to write on a
memorable curiosity filled notorious act by her kid which led to some
scoldings !!!!
Upload videos /photos of happy and special moments of family
–
Giving handwash games free with the pack
–
Eg. Game based on “Snake and Ladders” where occasions for washing
hands are re-instated. It will make the player move extra steps
forward in case they wash hands, and backward if they skip to wash
hands
–
Making jingles and poems viral on websites/social media/radio which
reinstates the benefits of regular handwash for junior kids
JINGLE
attached as an mp3 file

8. INNOVATIVE CHANNELS TO reach customers
•
Uncovering occasions to wash hands & focus on them for a direct impact
(Before starting to prepare food, Before and after eating food, After outdoor play, After playing with pets, Before
changing diapers of kids , Before feeding kids, After using the toilet, After covering your own mouth and nose
while coughing or sneezing)
–
Associating with cookery shows like “FOODS FOODS” where the chef washes hands before he starts
cooking
–
Associate with Programs like M.A.D., Art-Attack, Takeshi's Castle where participants wash their hands with
lifebuoy handwash after getting their hands soiled
•
Running a daily campaign on the first page of the newspaper where through a cartoon, message
on superiority of handwash over soap is communicated
•
Emphasizing on institutional sales : Focusing on tie-ups with hotels & restaurants, metro stations,
schools, malls, hospitals & clinics
•
Exploring distribution and visibility at the “Chemists”
•
On-the-bill branding – Tie up with Modern Trades to have the branding of Lifebuoy handwash
range on their bills

9. New Variant Idea
“Lifebuoy Foam” - Hand wash with foam
-“A Germ-fighting Cloud of happiness”
WHY ?
BENEFITS TO THE
MANUFACTURER
• More effective
• First in the category
• An initiative to save water :
No water used for the
application during the
spreading action
• Less packaging : Using
less product per hand
wash translates to more
washes in the same
amount of packaging
• Less product is needed for
the same efficacy in
washing hands
• Spreadability is better
“Aapke pariwaar ki suraksha, Kare Lifebuoy -Foam Humesha!”
“Lots of lather, With no water”
BENEFITS TO
THE USER
• Convenient & Quicker: Foaming
properties allow quicker and
thorough cleaning of hard to
reach places often missed by
other soaps, such as under
fingernails
• Fewer chemicals : Product
structure and hand‐feel is
provided by the lather. Doesn’t
need polymeric structurants
used to thicken lotion soaps
• Reduced wastage: Foam
produces less waste than a
liquid handwash, which often
ends up in the sink or on the
countertop

10. Launch Drive
To increase visibility :
•
First stock to be launched in the market with a sash that says “1st Foaming
Handwash”
To increase awareness :
•
•
To be promoted in Regional Language Magazines, Newspapers which are read
by house wives
Promote by jingles on Radios
•
Modern Trade Outlets
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General Trade Outlets
–
–
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“Hand-shaped” obstructers in stores communicating the benefits of foaming
handwash
Floor stickers leading to the product with captivating messages
Billing counter to have a product print ad on the table top
“Magnet” items with branding to be used in retail shops
Vibrant and bright strip of Lifebuoy Handwash branding to be used at the shelf
Calendars to be distributed to retailers with branding of Lifebuoy liquid handwash for
visibility in General Trade
Best selling outlets in General Trade to be given a lucrative “shop sign board” with
Lifebuoy handwash branding to create a push in sales
Consumer Promotion : Free “Dove” Soap with Lifebuoy foam handwash (Both
compliment eachother on being milder in terms of chemicals)

11. Shopper observations
Primary Data: Places
which are most visible
OR where high
amount of time is
spent
1. Beauty & Personal Care
1
2. Line of Sight
2
3. Close to HFD
5
4
3
4. Exclusive Bins at entrance
5. Centre of Outlet
6
6. POP (Noticed while BILLING)
Secondary data
proves the same
thing
Indicating the areas with higher chances of being
noticed
Entrance
Line of
Sight
Source: Retailing Management by Levy & Weitz
High Traffic
areas
Right
side of
Store
Cash
Wraps
High visibility ->High footfall -> Greater chances
of conversion
Should capitalize on placing product in these
areas

12. Promotional effectiveness analysis
SALES
INCREASE
INCREASE
MARKET
SHARE
REMAINS
SAME
DECREASE
Promotions are effective
No visible effect of
promotions
Market Size has increased, but we
couldn’t grow as much as
competitors => Promotions are
less effective
DECREASE
Market is doing bad, but we are
losing lesser than competitors
We are able to maintain sales in
proportion to the category
Bad position to be in.
Promotions are not working at
all
THANKYOU