Lifebuoy soap had a 18.6% market share by value in 2014, while Lux was the market leader. By volume, Lifebuoy's market share was 21.3% in 2014. In the hand wash category, Dettol was the leader with 53% share while Lifebuoy had 29.1%. Major players in soap are Lux, Lifebuoy, Dettol and Godrej. Lifebuoy has the highest market penetration in soap at 91% and aims to develop new ways of business while reducing environmental impact through brands that benefit consumers and society.
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company with a history of over 80 years in India. Some key points:
- Lifebuoy soap is HUL's flagship brand and was first launched in 1895. It has maintained its leadership position for over 100 years.
- However, in the 1990s Lifebuoy's monopoly was challenged by new brands offering additional value like freshness and beauty care.
- To revive growth, in 2001 HUL repositioned Lifebuoy from a 'male brand' to a 'family brand' and launched new products. They also invested in rural health programs.
- Currently, HUL revenues are over Rs.
Case study of lifebuoy with hul introductionhimani101
Hindustan Unilever Limited (HUL) is India's largest fast-moving consumer goods company. It has a wide portfolio of brands across food, home care, personal care, and water categories. HUL has been operating in India since 1895 and is a subsidiary of Unilever, with Unilever holding a 51.5% stake in HUL. Some of HUL's biggest and most well-known brands in India include Lifebuoy, Lux, Surf, Rin, Wheel, Fair & Lovely, and Vaseline. HUL has a strong rural presence in India through its various initiatives aimed at health, hygiene, and empowerment in rural communities.
Hindustan Unilever Limited (HUL) is an Indian subsidiary of Unilever and is India's largest fast-moving consumer goods company. HUL produces and markets foods, beverages, cleaning agents and personal care products. It has a wide product portfolio across categories like food and drinks, home care, personal care, and water purifiers. HUL faces competition from companies like Procter & Gamble, Johnson & Johnson, ITC, Dabur, Nestle and Asian Paints. It segments the market geographically, demographically, based on psychographics and behavior to target different consumer groups. HUL's brands are positioned differently based on price point and targeted consumer segment.
This project report summarizes the integrated marketing communication strategies of Lux soap by Hindustan Unilever Limited. It provides an overview of the soap industry in India and major competitors. It describes Hindustan Unilever's company profile, mission, divisions, and corporate social responsibility initiatives. The report analyzes Lux soap's product profile, target market segmentation, and tactical marketing tools including the 4Ps. It also examines Lux's promotion activities, public relations, point of purchase displays, advertisements, and distribution channels. The concluding paragraphs discuss Lux soap's market share and strengths compared to competitors, as well as threats from other brands expanding to rural areas.
The document discusses the repositioning of the Lifebuoy brand by Hindustan Unilever Limited in India. Originally positioned as a masculine soap, Lifebuoy's market share declined in the late 1990s with the rise of beauty soap brands. HUL repositioned Lifebuoy in 2002 to target entire families rather than just men, changing the product formulation, packaging, and marketing campaigns. The repositioning was successful, with Lifebuoy regaining market share and launching rural health programs that reached over 120 million people.
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company, with a heritage of over 75 years in India. HUL markets over 35 brands across 20 categories such as soaps, detergents, shampoos, skin care products, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and water purifiers. HUL is a subsidiary of Unilever, one of the world's largest suppliers of fast moving consumer goods. The water purifier market in India is growing rapidly due to increasing awareness of water safety issues. HUL's water purifier brand Pure It uses advanced Germ Kill battery technology to
The document provides an overview and SWOT analysis of Hindustan Unilever Limited (HUL). HUL is India's largest fast moving consumer goods company headquartered in Mumbai. It was founded in 1933 and has a portfolio of brands in home and personal care categories. The SWOT analysis identifies HUL's strengths as its market leadership, brand preference, innovation capabilities, and wide range of products. Opportunities for growth include expanding into rural markets and developing ayurvedic products. Threats include rising commodity prices and increasing competition.
This document discusses Lifebuoy soap brand in India. It analyzes Lifebuoy's success as the first mover with a health positioning in rural markets. In the 1990s, Lifebuoy faced declining sales due to stiff competition and changing consumer preferences. However, the brand was rejuvenated by targeting a new segment of mothers while keeping its core health positioning. The document also examines HUL's soap portfolio and reasons for the decline and subsequent repositioning of the Lifebuoy brand.
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company with a history of over 80 years in India. Some key points:
- Lifebuoy soap is HUL's flagship brand and was first launched in 1895. It has maintained its leadership position for over 100 years.
- However, in the 1990s Lifebuoy's monopoly was challenged by new brands offering additional value like freshness and beauty care.
- To revive growth, in 2001 HUL repositioned Lifebuoy from a 'male brand' to a 'family brand' and launched new products. They also invested in rural health programs.
- Currently, HUL revenues are over Rs.
Case study of lifebuoy with hul introductionhimani101
Hindustan Unilever Limited (HUL) is India's largest fast-moving consumer goods company. It has a wide portfolio of brands across food, home care, personal care, and water categories. HUL has been operating in India since 1895 and is a subsidiary of Unilever, with Unilever holding a 51.5% stake in HUL. Some of HUL's biggest and most well-known brands in India include Lifebuoy, Lux, Surf, Rin, Wheel, Fair & Lovely, and Vaseline. HUL has a strong rural presence in India through its various initiatives aimed at health, hygiene, and empowerment in rural communities.
Hindustan Unilever Limited (HUL) is an Indian subsidiary of Unilever and is India's largest fast-moving consumer goods company. HUL produces and markets foods, beverages, cleaning agents and personal care products. It has a wide product portfolio across categories like food and drinks, home care, personal care, and water purifiers. HUL faces competition from companies like Procter & Gamble, Johnson & Johnson, ITC, Dabur, Nestle and Asian Paints. It segments the market geographically, demographically, based on psychographics and behavior to target different consumer groups. HUL's brands are positioned differently based on price point and targeted consumer segment.
This project report summarizes the integrated marketing communication strategies of Lux soap by Hindustan Unilever Limited. It provides an overview of the soap industry in India and major competitors. It describes Hindustan Unilever's company profile, mission, divisions, and corporate social responsibility initiatives. The report analyzes Lux soap's product profile, target market segmentation, and tactical marketing tools including the 4Ps. It also examines Lux's promotion activities, public relations, point of purchase displays, advertisements, and distribution channels. The concluding paragraphs discuss Lux soap's market share and strengths compared to competitors, as well as threats from other brands expanding to rural areas.
The document discusses the repositioning of the Lifebuoy brand by Hindustan Unilever Limited in India. Originally positioned as a masculine soap, Lifebuoy's market share declined in the late 1990s with the rise of beauty soap brands. HUL repositioned Lifebuoy in 2002 to target entire families rather than just men, changing the product formulation, packaging, and marketing campaigns. The repositioning was successful, with Lifebuoy regaining market share and launching rural health programs that reached over 120 million people.
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company, with a heritage of over 75 years in India. HUL markets over 35 brands across 20 categories such as soaps, detergents, shampoos, skin care products, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and water purifiers. HUL is a subsidiary of Unilever, one of the world's largest suppliers of fast moving consumer goods. The water purifier market in India is growing rapidly due to increasing awareness of water safety issues. HUL's water purifier brand Pure It uses advanced Germ Kill battery technology to
The document provides an overview and SWOT analysis of Hindustan Unilever Limited (HUL). HUL is India's largest fast moving consumer goods company headquartered in Mumbai. It was founded in 1933 and has a portfolio of brands in home and personal care categories. The SWOT analysis identifies HUL's strengths as its market leadership, brand preference, innovation capabilities, and wide range of products. Opportunities for growth include expanding into rural markets and developing ayurvedic products. Threats include rising commodity prices and increasing competition.
This document discusses Lifebuoy soap brand in India. It analyzes Lifebuoy's success as the first mover with a health positioning in rural markets. In the 1990s, Lifebuoy faced declining sales due to stiff competition and changing consumer preferences. However, the brand was rejuvenated by targeting a new segment of mothers while keeping its core health positioning. The document also examines HUL's soap portfolio and reasons for the decline and subsequent repositioning of the Lifebuoy brand.
Lifebuoy soap was launched in 1894 in Britain and 1895 in South Asia and South Africa. It has since expanded globally and established manufacturing facilities in India. Some key events include establishing a factory in Mumbai in 1934 and launching the Swasthya Chetna hygiene awareness program in rural India in 2002. The program has reached over 110 million rural Indians. Lifebuoy aims to provide affordable hygiene products and educate people on handwashing and disease prevention. It offers various products targeted at different market segments in urban, semi-urban and rural areas of India.
Hindustan Unilever Limited (HUL) is a manufacturing company headquartered in Mumbai, India that produces foods, beverages, cleaning agents, and personal care products. HUL launched a rural marketing initiative called "Khushiyon ki Doli" in three Indian states to promote its brands in rural areas through awareness campaigns, consumer engagement, and retail partnerships. The initiative uses traditional symbols and technology to educate consumers about hygiene habits and HUL products through media like mobile trucks. HUL has also expanded its direct retail presence in rural India through over 17,000 female distributors and aims to directly cover half of its over two million retail stores in rural areas.
Hindustan Unilever Limited Marketing and Promotional Mix by Haresh ChaudharyHareshChaudhary15
Lux soap is HUL's top selling brand, accounting for over 50% of the Indian soap market. It uses celebrities like Aishwarya Rai and Shahrukh Khan in its advertising and has had numerous promotional offers. Lux has a wide distribution network of over 1.3 million outlets across India and 71 manufacturing plants globally, ensuring widespread availability. Through various communication strategies including advertising, public relations, and celebrity endorsements, Lux maintains its image as a premium beauty soap.
The document discusses the Lifebuoy brand of soap, which was established in the 1890s in India. It provides key facts about the brand such as that it is owned by Unilever and focuses on health and hygiene. The summary discusses Lifebuoy's origins, positioning as an affordable antiseptic soap, and its health education programs in rural areas that have reached over 100 million people. It also covers Lifebuoy's brand extensions over time to adapt to competition and changing consumer needs.
Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods company, touching the lives of two out of three Indians with brands in home and personal care. As the market leader in India, HUL owns brands like Lux, Lifebuoy, Surf Excel, and Brooke Bond tea. While facing competition from companies like ITC and Procter & Gamble, HUL aims to strengthen its rural distribution network through projects like Project Shakti and expand its product portfolio from soaps to food and beverages.
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company with leadership in home and personal care products and foods and beverages. HUL's brands touch the lives of two out of three Indians. HUL is committed to "adding strength to life" with 35 power brands that meet daily needs for nutrition, hygiene, and personal care. HUL has a wide distribution network of over 7,000 redistribution stockists covering about one million retail outlets. HUL tailors its distribution strategy to effectively serve both urban and rural markets across India.
This document discusses Hindustan Unilever Limited (HUL), a leading Fast Moving Consumer Goods (FMCG) company in India. It provides an overview of HUL's history, financial performance, product portfolio, competitors, and marketing strategies. HUL has a variety of soap, personal care and food brands. It utilizes a multi-tier distribution network to reach both urban and rural markets nationwide. The company employs product segmentation, innovative branding, and celebrity endorsements in its promotional activities. While HUL dominates the Indian FMCG sector, it faces growth challenges from rising competition and changing consumer preferences.
Hindustan Unilever Limited (HUL) is India's largest fast-moving consumer goods company. It has a strong brand portfolio and distribution networks across India. HUL faces competition from other companies in its various product categories like soaps, hair care, oral care, and laundry care. However, through strategic initiatives like Project Shakti and investments in rural markets, HUL maintains market leadership in India.
Hindustan Unilever Limited (HUL) is India's largest fast-moving consumer goods company. It has a strong brand portfolio and distribution networks across India. HUL faces competition from other companies in various product categories like soaps, hair care, oral care, and laundry care. However, through innovative strategies like brand extensions, line extensions, and targeting both urban and rural markets, HUL has maintained leadership positions in most categories.
This document is a project report submitted by Rohit Kumar to the Department of Business Studies at Keshav Mahavidyalaya exploring consumer behavior toward Lux soap. It includes an introduction, industry and company profiles on the soap industry and Lux soap, objectives of the report, limitations of the study, and a product profile of Lux soap. The majority of the report appears to be a summary of responses to a questionnaire about Lux soap, including names of respondents and sections on factors influencing soap purchases, opinions of Lux, effectiveness of Lux advertising, and awareness of soap brands.
Hindustan Unilever Limited (HUL) is India's largest fast-moving consumer goods company. It is a subsidiary of Anglo-Dutch company Unilever, which owns a majority stake in HUL. HUL manufactures and markets foods, beverages, cleaning agents and personal care products. Its vision is to double the size of the business while reducing environmental impact and increasing social impact. HUL has a leading market share in India with brands in over 20 categories and over 700 million Indian consumers using its products. It focuses on rural markets, which contribute 55% of India's total FMCG consumption. HUL undertakes various corporate social responsibility programs related to health, hygiene, women empowerment, and
Unilever Bangladesh has developed a marketing plan to introduce a new tooth whitening system called White Light. White Light uses light technology and a whitening gel to whiten teeth quickly at home. The plan outlines segmentation of the target market as urban areas, pricing as between 1500-2000 taka using market skimming, and a promotional strategy including advertising, sales promotions, and public relations events with dental experts. The product will be introduced in Dhaka and Chittagong through Unilever's distribution network of distributors and retailers.
Hindustan Unilever (HUL) is India's largest fast moving consumer goods company. One of HUL's oldest and largest brands is Lifebuoy soap, which was launched in 1895. Lifebuoy is positioned as a health and hygiene soap and has a user base of over 600 million consumers in India. It is the largest selling soap brand in the world. HUL promotes Lifebuoy through health education programs, TV and print ads focusing on family health, and demonstrations of germs on hands at public events. Lifebuoy is primarily sold in Asia and Africa, with a focus on rural areas through health officer teams and a goal of reaching every Indian village.
The document provides an overview of Hindustan Unilever Limited (HUL), India's largest consumer goods company. It discusses that HUL is owned by Unilever and has a presence across India with over 16,500 employees and products in over 20 categories. The document also presents HUL's vision, mission, history, financial performance, SWOT analysis, value chain, competition and market share.
The document discusses Unilever's vision, portfolio, brands, management structure, and R&D capabilities. It highlights that Unilever aims to provide consumer goods that are good for people and the planet. The company invests heavily in R&D, filing over 250 patents annually, and has over 20,000 total patents. Unilever manages a global portfolio of leading brands across food, home, and personal care categories.
Hindustan Unilever Limited (HUL) is the largest fast-moving consumer goods (FMCG) company in India, with a portfolio of over 35 brands across 20 product categories. It is a majority-owned subsidiary of British-Dutch company Unilever. HUL aims to add vitality to life through its vision of helping people feel good, look good, and get more out of life. Key practices that have contributed to HUL's success include strong supply chain management, continuous innovation, and initiatives focused on social responsibility and environmental sustainability.
Hindustan Unilever Limited (HUL) launched an initiative called "Khushiyon ki Doli" to market their brands in rural areas of three Indian states. The goal was to educate consumers in remote villages about personal hygiene and increase preference for HUL brands. Through a multi-brand approach involving products like Wheel, Surf Excel, and Lifebuoy, the initiative uses traditional symbols and technology to raise awareness, engage consumers, and increase retail sales. HUL has also expanded its rural retail presence by adding female distributors and ensuring popular products reach rural consumers through various educational initiatives.
Hindustan Unilever (HUL) is the largest soap manufacturer in India. To increase sales of its Lifebuoy soap brand, HUL launched health education campaigns promoting handwashing with soap. These campaigns educated people about invisible germs and how handwashing with Lifebuoy soap can prevent diseases like diarrhea. One such campaign, Swasthya Chetna, reached over 15,000 villages across 8 states. The campaigns were successful in increasing Lifebuoy sales and reducing disease incidence through improved hygiene behaviors.
This document provides information on Unilever Bangladesh Ltd's marketing mix strategies for several of their popular brands. It discusses Unilever's product offerings, pricing, placement, and promotion tactics for Lux soap, Dove body wash, Surf Excel detergent, and Close-Up toothpaste. Unilever aims their products at mass market consumers as well as middle and upper class segments. They utilize various advertising channels, sales promotions, and community programs to promote brand awareness and loyalty. The report also provides a brief overview of Unilever Bangladesh's operations and their contributions to the local economy and society.
The document summarizes issues between Vasundhara and Anita on a project at Technosol. Anita felt she lost power and visibility to Vasundhara as the new team lead. She did not properly update Vasundhara on project details, causing confusion. The conflict was not resolved as Anita continued failing to communicate with Vasundhara and complained about her to others. Vasundhara's poor performance review from her manager Mahesh resulted from this ongoing conflict that Mahesh failed to address, as well as Vasundhara withdrawing from the project without his permission. This prompted the CEO Premal Seth to investigate further.
The document provides an overview of Shouldice Hospitals Limited, a unique hospital in Ontario formed by Dr. Shouldice to operate hospital and clinical facilities specializing in external abdominal hernias. The hospital saw consistent patient flow throughout the year due to recommendations from previous patients. It also ensured staff could perform multiple roles. The hospital sought to expand its capacity while maintaining service standards and preventing potential rivals from copying its techniques. Suggested options included increasing capacity 50% in the current facility, opening new locations, or expanding services. The response recommends increasing current capacity by 50% to address more patients, patent treatment methods, and eventually expand to new locations.
Lifebuoy soap was launched in 1894 in Britain and 1895 in South Asia and South Africa. It has since expanded globally and established manufacturing facilities in India. Some key events include establishing a factory in Mumbai in 1934 and launching the Swasthya Chetna hygiene awareness program in rural India in 2002. The program has reached over 110 million rural Indians. Lifebuoy aims to provide affordable hygiene products and educate people on handwashing and disease prevention. It offers various products targeted at different market segments in urban, semi-urban and rural areas of India.
Hindustan Unilever Limited (HUL) is a manufacturing company headquartered in Mumbai, India that produces foods, beverages, cleaning agents, and personal care products. HUL launched a rural marketing initiative called "Khushiyon ki Doli" in three Indian states to promote its brands in rural areas through awareness campaigns, consumer engagement, and retail partnerships. The initiative uses traditional symbols and technology to educate consumers about hygiene habits and HUL products through media like mobile trucks. HUL has also expanded its direct retail presence in rural India through over 17,000 female distributors and aims to directly cover half of its over two million retail stores in rural areas.
Hindustan Unilever Limited Marketing and Promotional Mix by Haresh ChaudharyHareshChaudhary15
Lux soap is HUL's top selling brand, accounting for over 50% of the Indian soap market. It uses celebrities like Aishwarya Rai and Shahrukh Khan in its advertising and has had numerous promotional offers. Lux has a wide distribution network of over 1.3 million outlets across India and 71 manufacturing plants globally, ensuring widespread availability. Through various communication strategies including advertising, public relations, and celebrity endorsements, Lux maintains its image as a premium beauty soap.
The document discusses the Lifebuoy brand of soap, which was established in the 1890s in India. It provides key facts about the brand such as that it is owned by Unilever and focuses on health and hygiene. The summary discusses Lifebuoy's origins, positioning as an affordable antiseptic soap, and its health education programs in rural areas that have reached over 100 million people. It also covers Lifebuoy's brand extensions over time to adapt to competition and changing consumer needs.
Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods company, touching the lives of two out of three Indians with brands in home and personal care. As the market leader in India, HUL owns brands like Lux, Lifebuoy, Surf Excel, and Brooke Bond tea. While facing competition from companies like ITC and Procter & Gamble, HUL aims to strengthen its rural distribution network through projects like Project Shakti and expand its product portfolio from soaps to food and beverages.
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company with leadership in home and personal care products and foods and beverages. HUL's brands touch the lives of two out of three Indians. HUL is committed to "adding strength to life" with 35 power brands that meet daily needs for nutrition, hygiene, and personal care. HUL has a wide distribution network of over 7,000 redistribution stockists covering about one million retail outlets. HUL tailors its distribution strategy to effectively serve both urban and rural markets across India.
This document discusses Hindustan Unilever Limited (HUL), a leading Fast Moving Consumer Goods (FMCG) company in India. It provides an overview of HUL's history, financial performance, product portfolio, competitors, and marketing strategies. HUL has a variety of soap, personal care and food brands. It utilizes a multi-tier distribution network to reach both urban and rural markets nationwide. The company employs product segmentation, innovative branding, and celebrity endorsements in its promotional activities. While HUL dominates the Indian FMCG sector, it faces growth challenges from rising competition and changing consumer preferences.
Hindustan Unilever Limited (HUL) is India's largest fast-moving consumer goods company. It has a strong brand portfolio and distribution networks across India. HUL faces competition from other companies in its various product categories like soaps, hair care, oral care, and laundry care. However, through strategic initiatives like Project Shakti and investments in rural markets, HUL maintains market leadership in India.
Hindustan Unilever Limited (HUL) is India's largest fast-moving consumer goods company. It has a strong brand portfolio and distribution networks across India. HUL faces competition from other companies in various product categories like soaps, hair care, oral care, and laundry care. However, through innovative strategies like brand extensions, line extensions, and targeting both urban and rural markets, HUL has maintained leadership positions in most categories.
This document is a project report submitted by Rohit Kumar to the Department of Business Studies at Keshav Mahavidyalaya exploring consumer behavior toward Lux soap. It includes an introduction, industry and company profiles on the soap industry and Lux soap, objectives of the report, limitations of the study, and a product profile of Lux soap. The majority of the report appears to be a summary of responses to a questionnaire about Lux soap, including names of respondents and sections on factors influencing soap purchases, opinions of Lux, effectiveness of Lux advertising, and awareness of soap brands.
Hindustan Unilever Limited (HUL) is India's largest fast-moving consumer goods company. It is a subsidiary of Anglo-Dutch company Unilever, which owns a majority stake in HUL. HUL manufactures and markets foods, beverages, cleaning agents and personal care products. Its vision is to double the size of the business while reducing environmental impact and increasing social impact. HUL has a leading market share in India with brands in over 20 categories and over 700 million Indian consumers using its products. It focuses on rural markets, which contribute 55% of India's total FMCG consumption. HUL undertakes various corporate social responsibility programs related to health, hygiene, women empowerment, and
Unilever Bangladesh has developed a marketing plan to introduce a new tooth whitening system called White Light. White Light uses light technology and a whitening gel to whiten teeth quickly at home. The plan outlines segmentation of the target market as urban areas, pricing as between 1500-2000 taka using market skimming, and a promotional strategy including advertising, sales promotions, and public relations events with dental experts. The product will be introduced in Dhaka and Chittagong through Unilever's distribution network of distributors and retailers.
Hindustan Unilever (HUL) is India's largest fast moving consumer goods company. One of HUL's oldest and largest brands is Lifebuoy soap, which was launched in 1895. Lifebuoy is positioned as a health and hygiene soap and has a user base of over 600 million consumers in India. It is the largest selling soap brand in the world. HUL promotes Lifebuoy through health education programs, TV and print ads focusing on family health, and demonstrations of germs on hands at public events. Lifebuoy is primarily sold in Asia and Africa, with a focus on rural areas through health officer teams and a goal of reaching every Indian village.
The document provides an overview of Hindustan Unilever Limited (HUL), India's largest consumer goods company. It discusses that HUL is owned by Unilever and has a presence across India with over 16,500 employees and products in over 20 categories. The document also presents HUL's vision, mission, history, financial performance, SWOT analysis, value chain, competition and market share.
The document discusses Unilever's vision, portfolio, brands, management structure, and R&D capabilities. It highlights that Unilever aims to provide consumer goods that are good for people and the planet. The company invests heavily in R&D, filing over 250 patents annually, and has over 20,000 total patents. Unilever manages a global portfolio of leading brands across food, home, and personal care categories.
Hindustan Unilever Limited (HUL) is the largest fast-moving consumer goods (FMCG) company in India, with a portfolio of over 35 brands across 20 product categories. It is a majority-owned subsidiary of British-Dutch company Unilever. HUL aims to add vitality to life through its vision of helping people feel good, look good, and get more out of life. Key practices that have contributed to HUL's success include strong supply chain management, continuous innovation, and initiatives focused on social responsibility and environmental sustainability.
Hindustan Unilever Limited (HUL) launched an initiative called "Khushiyon ki Doli" to market their brands in rural areas of three Indian states. The goal was to educate consumers in remote villages about personal hygiene and increase preference for HUL brands. Through a multi-brand approach involving products like Wheel, Surf Excel, and Lifebuoy, the initiative uses traditional symbols and technology to raise awareness, engage consumers, and increase retail sales. HUL has also expanded its rural retail presence by adding female distributors and ensuring popular products reach rural consumers through various educational initiatives.
Hindustan Unilever (HUL) is the largest soap manufacturer in India. To increase sales of its Lifebuoy soap brand, HUL launched health education campaigns promoting handwashing with soap. These campaigns educated people about invisible germs and how handwashing with Lifebuoy soap can prevent diseases like diarrhea. One such campaign, Swasthya Chetna, reached over 15,000 villages across 8 states. The campaigns were successful in increasing Lifebuoy sales and reducing disease incidence through improved hygiene behaviors.
This document provides information on Unilever Bangladesh Ltd's marketing mix strategies for several of their popular brands. It discusses Unilever's product offerings, pricing, placement, and promotion tactics for Lux soap, Dove body wash, Surf Excel detergent, and Close-Up toothpaste. Unilever aims their products at mass market consumers as well as middle and upper class segments. They utilize various advertising channels, sales promotions, and community programs to promote brand awareness and loyalty. The report also provides a brief overview of Unilever Bangladesh's operations and their contributions to the local economy and society.
The document summarizes issues between Vasundhara and Anita on a project at Technosol. Anita felt she lost power and visibility to Vasundhara as the new team lead. She did not properly update Vasundhara on project details, causing confusion. The conflict was not resolved as Anita continued failing to communicate with Vasundhara and complained about her to others. Vasundhara's poor performance review from her manager Mahesh resulted from this ongoing conflict that Mahesh failed to address, as well as Vasundhara withdrawing from the project without his permission. This prompted the CEO Premal Seth to investigate further.
The document provides an overview of Shouldice Hospitals Limited, a unique hospital in Ontario formed by Dr. Shouldice to operate hospital and clinical facilities specializing in external abdominal hernias. The hospital saw consistent patient flow throughout the year due to recommendations from previous patients. It also ensured staff could perform multiple roles. The hospital sought to expand its capacity while maintaining service standards and preventing potential rivals from copying its techniques. Suggested options included increasing capacity 50% in the current facility, opening new locations, or expanding services. The response recommends increasing current capacity by 50% to address more patients, patent treatment methods, and eventually expand to new locations.
Ind Met Company is facing a talent management dilemma regarding high attrition rates, especially among younger employees. While the company has a good reputation and focuses on ethics, the remote location of its main facilities is less appealing to younger generations who prefer more career opportunities and social life. Employees also find manufacturing jobs less attractive and want more glamorous sectors. Attrition has increased over time, with 50% of new hires leaving within 2 years. The company struggles with compensation challenges, internal mobility issues, recruitment practices, and discrepancies between stated HR policies and actual practices. Metrics on attrition rates, time to fill positions, acceptance rates, and other factors need to be analyzed to understand the full scope of the problem and identify workable
Chase launched the Chase Sapphire Reserve credit card in August 2016. It exceeded its first-year sales target within just two weeks, driven by social media buzz from millennials posting about the card online. The card's sign-up bonus of 100,000 points fueled attention on social platforms. Chase utilized influencers and celebrities to spread word of the card through engaging social content seen by millions. Key to the card's success was its rewards program and high annual fee, which positioned it as a "must have" card for affluent millennials. Going forward, Chase aims to strengthen brand association and fulfill customer expectations to increase loyalty and manage the economics of the rewards program.
Chase Sapphire has been very successful with its new Reserve card, exceeding its sales goal in two weeks. However, the bank now faces challenges in retaining customers and making a profit long-term. Recommendations include discontinuing costly customer acquisition programs and focusing on maximizing value for existing customers. The bank should also redesign products and marketing strategies to increase engagement from dormant and transacting customers through rewards programs and new offers. Additionally, differentiating the Sapphire Preferred and Reserve cards through marketing and product design can help reduce cannibalization within the portfolio.
Centuryply adopted branding initiatives that differed from other plywood companies by associating with Bollywood stars and movies to target lifestyle customers. This helped promote products in an innovative way focused on quality and style rather than just thickness and size. However, research found the brand was still seen as a commodity producer of plywood, veneer and cement rather than a lifestyle brand. While branding boosted the organized plywood market share, it did not make plywood a premium lifestyle choice. Going forward, creating separate brands for plywood, laminates and veneers tailored to each product could better promote innovations and trends to different customer groups.
Digital Marketing with a Focus on Sustainabilitysssourabhsharma
Digital Marketing best practices including influencer marketing, content creators, and omnichannel marketing for Sustainable Brands at the Sustainable Cosmetics Summit 2024 in New York
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...Neil Horowitz
On episode 272 of the Digital and Social Media Sports Podcast, Neil chatted with Brian Fitzsimmons, Director of Licensing and Business Development for Barstool Sports.
What follows is a collection of snippets from the podcast. To hear the full interview and more, check out the podcast on all podcast platforms and at www.dsmsports.net
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Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...APCO
The Radar reflects input from APCO’s teams located around the world. It distils a host of interconnected events and trends into insights to inform operational and strategic decisions. Issues covered in this edition include:
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2. Market share by value of Lifebuoy was 18.6 percent in the
year 2014 while Lux being the market leader by value with
19.1 percent
Market share by volume of Lifebuoy was 21.3 percent in the
year 2014 while Lux having the share percentage of 16.9
percent
In hand wash category , Dettol was the leader with 53
percent market share , followed by Lifebuoy having a market
share of 29.1 percent
The major players in hand wash market are Lifebuoy ,
Palmolive , Dettol and Savlon
The major players in the soap market are Lux , Dettol ,
Lifebuoy , Godrej
LIFEBUOY
5. Soaps have a 98 percent penetration level in the
urban markets and 70 percent in the rural markets
HUL re launched the Lifebuoy Brand in 2002 and
continues to be largest selling popular soap in its
category
Toilet Soap is one of the oldest FMCG industry in
India. It is the highest penetrated category within
FMCG sector reaching an estimated 95 % of the Urban
and 87 % of the rural household
HUL has the highest household penetration which is
88 %
Lifebuoy has the highest market penetration in the
soap category which is about 91%.
HUL’s market share in the personal wash segment is
about 57 percent in which lifebuoy market share is 29
percent
PENETRATION LEVEL
6. Vision
We will develop new ways of doing business with the aim of doubling the size of
our company while reducing our environmental impact
Mission
To 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
Impact
As the world’s leading health soap , Lifebuoy helps to make a difference by
creating accessible hygiene products and promoting healthy hygiene habits
How vision and mission of HUL impact
Lifebuoy
7. POLITICAL :
- HUL’s political forces shape the use of marketing communication by
following the law and human rights
- Unilever is also regulated by data protection and anti-trust legislation
- Legislation, voluntary codes, market regulations and trade agreements are
factors that have influenced operations of HUL
ECONOMICAL:
- The climate of the Indian economy controls how HUL consumers, suppliers
and many stakeholders conduct themselves
- A growing economy will have effects on HUL operations
SOCIAL :
- Social factors shape consumers, the way they behave and what they are
willing to purchase and impact consumers’ attitude, interests and opinions
- Population changes in India have influenced the way HUL operates
especially supply and demand of goods and services within an economy
PESTLE ANALYSIS
8. TECHNOLOGICAL
- Technological infrastructure have impacted the operations of HUL and
many other companies to manage their operations and for consumers
to expect instant results and apply analytics in predicting and anlysing
consumer behaviour
LEGAL:
- Certain laws affect the business environment while others have
certain policies that any company can maintain
- HUL has been impacted by consumer laws, safety standards and labor
laws among other rules
ENVIRONMENTAL :
- Environment also forma an important stakeholder in HUL’s business
- In one such incident,HUL received backlash from public, media and
NGO’s for polluting Kodaikanal
9. STRENGTHS
- Popular soap brand in rural markets
- Very high consumer awareness and great
brand visibility with catchy taglines and
ads
- Diverse portfolio across segments Soap,
Hand sanitizer and Handwash
- Very good distribution network
WEAKNESS
- It is perceived as brand for health not for
beauty care ,especially its soaps
- Positioned as Masculine soap and carries
macho image
- Lower market penetration in urban
markets due to weak image as non beauty
soap
OPPORTUNITIES
- Through its Handwashing Behaviour
Change programmes and collaboration
with health experts , it can score over its
competitors in terms of brand personality
- Strategic diversification and positioning of
its products like lifebuoy clearskin in beauty
care & Hair care segments
THREATS
- Competition from local and international
brands like Dettol and Savlon at same price
and value propositions
- Mature markets: It should increase its
market share to grow and it is expensive
and diffiult
SWOT Analysis
12. Brand Identity Prism
Physique
It has very macho
image.Its physique is
athletic
Relationship
“Health , Hygiene
and Trust”
Reflection
Health brand at
affordable price
Personality
Personality of the
Sportsman/Sports
woman and
mature person
Self-Image
Healthy..…hoga
Hindustan;Lifebuoy
hai jaha tandurusti
hai waha- A helathy
and sportsperson
Culture
Family
bonding,and
scientific outlook
PICTURE OF RECIPIENT
PICTURE OF SENDER
INTERNALIZATION
EXTERNALIZATION
13. .
Customer influence :
- It is of supreme importance when determining a customer's needs and
tastes , particularly when a business introduces new products
Consumer Involvement :
- Customers can use social media to communicate with one another. This
role of social media enabling customers to talk to one another is an
extension of traditional word-of-mouth communication
- Lifebuoy brand entered the online space with a campaign to promote
their brand and its values on a pan national basis. Rediff.com
and Lifebuoy, tied up to promote the ‘Healthy Hoga Hindustan’
campaign the brand started some while back conceptualized
byRediff.com for Lifebuoy, the initiative is a drive for cleanliness and
hygiene, which was taken to the people of remote villages and towns
of 10 states in India
14. .
Consumer Innovativeness:
- Consumer innovativeness is often viewed as a personality trait reflecting a
willingness to change. Innovative consumers are an important market
segment for marketers
- Lifebuoy created innovative roti reminder .More than 100 million people
pray, eat and live together at the Kumbh Mela. In 2013 Lifebuoy branded
more than 2.5 million rotis with the words “Did you wash your hands
with Lifebuoy?” to encourage millions of people to wash their hands
before eating and help to stop the spread of preventable diseases
including diarrhea and pneumonia.
High-tech Marketing Impact:
- Effect of digital revolution has caused a drastic change to the business
environment and consumer buying patterns. Lifebuoy has unveiled a
breakthrough technology in germ protection Active Naturol Shield
launched as part of the new Lifebuoy clini-care10 range
15. Geographical
All cities of India
Divided into urban , semi urban and rural
Demographic
Age from 6 to 50 plus
Middle and Lower Income group
Behavioural
Total protection antiseptic soap for regular user
Psychographic
Middle and Lower class
Outdoor-oriented and soap oriented
SEGMENTATION
Geographic
Segmentation
Developing
Economies like
India, Africa,
Indonesia,
South America
Behavioral
Segmentation
Benefit Sought
:
anti-bacterial /
ease of use
Demographic
Segmentation
Social class :
Middle & Lower
class.
Psychographi
c
Segmentation
Health
conscious
users
Life Style :
Outdoor &
Sports oriented
Segmentation
16. TARGETING
Targets rural areas with household income < Rs 10000
Urban Areas - targets all the household except premium customers
Majority customers in developing economies
17. POSITIONING
2003 Initiative
Bargain basement price of 2 rupees which enabled deeper penetration into the rural market
2004 – Re launch
* New curved shape packing to get it a new look
* An easy grip and a modern look to get a better shelf space
* Made Four new choices available to its customers
Lifebuoy Strong
Lifebuoy Fresh
Lifebuoy Gold
Lifebuoy Naturals
2011 Repositioning :
Lifebuoy started being sold on a ‘seasonal' platform with the communication proposition
being ‘Protection from 10 infection causing germs'. The ten germs being are flu, sore throat,
respiratory infection, dysentery, diarrhoea, rash, skin infection, sore eyes, pimples and ear
infection.
18. PRODUCTS
Lifebuoy
total 10
Lifebuoy
lemon fresh
Lifebuoy
mild care
Lifebuoy
cool fresh
Lifebuoy
moisture plus
Lifebuoy
betel leaf
Lifebuoy
vita protect
Lifebuoy clini-
care Complete
Lifebuoy clini-
care Fresh
Symbolizes health and hygiene
Introduced new variants from time to time
19. PRICE
HUL has made sure that Lifebuoy is available to the masses and thus has priced it
competitively. Surprisingly Lifebuoy soap has more presence in the rural market than
in the urban market
HUL launched Lifebuoy at a price of Rs. 2 to target rural markets
At present its price is Rs. 10
Lifebuoy is also available in 38-gm stock keeping units that cost Rs 5, in rural areas.
This aids easy product penetration
Product Package Size Price (Rs.)
Lifebuoy Care Bath 120 gm 15
90 gm 12
Lifebuoy Deo Fresh Soap 90 gm 10
Lifebuoy Milk Care Soap 90 gm 12
Lifebuoy Nature Bath 120 gm 15
90 gm 13
Lifebuoy Skin Guard 75 gm 15
Lifebuoy Total 120 gm 15
20. PROMOTION
Promoted through Television, Radio, Newspaper and through local bodies like ‘Gram
Panchayat‘
Lifebuoy Superfast Hand wash- 99.9% Germ Killed in 10 seconds
Through radio and sponsoring programs like
‘Krishi Darshan' and ‘Aap ka Swasthya'
Walls were painted with the name ‘LIFEBUOY’
Carried the branded message “Lifebuoy se haath dhoye kya?” – in Kumbh Mela
More than 2.5 million branded rotis will have been eaten by the end of the month-
long campaign
21. World’s No. 1 Selling Germ Protection Soap
Distribution across 50 lakh+ stores across the
country
Awarded the Bronze Global Effie for the
‘Superfast Handwash’ campaign
First Indian Handwash brand to reach out for
Rural markets
Won the grand prize at the Asian CSR awards 2007
Won Silver in the Rural Marketing Advertisers
Association of India awards in 2006
LIFEBUOY- KEY FACTS
22. In year 2000, the brand Lifebuoy was shrinking
month after month
It faced stiff competition in the urban markets
where the other players started eating into their
market share
Also, the brand positioning was targeted towards
men, reminiscent of a time where men used to
make buying decisions
Concept of health was depicted in the
advertisements. However, the audience was unable
to understand the specifics
The design of soap at that point was not very
aesthetic
TIMES OF TURMOIL
23. Concept of advertisement was changed from ‘This
makes you fit’ to ‘This prevents you from getting ill’
Marketing focus was shifted from men towards women
who now made shopping decisions for the family
Lifebuoy soaps were redesigned to a more aesthetically
pleasing form along with a number of new variants
Lifebuoy pioneered into the rural markets gaining the
first mover advantage in that space
Lifebuoy launched economically priced soap bars of
smaller size to capture middle and low income groups
Lifebuoy educated hygiene and sanitation practices to
people in rural areas under programs like Swasthya
Chetna and Khushiyon ki Doli
BRAND RETENTION
24. Lifebuoy adopted unique strategies to increase
consumption in rural areas and position itself as an ethical
brand that cares for society
Lifebuoy health officers visited 43,000 Indian villages and
schools over five years where they used product
demonstrations, interactive visuals, competitions and
drama workshops to spread the health and hygiene
message
The program is based on the simple insight that ‘visible
clean is not actual clean’ which was brought alive through a
special ‘Glowgerm’ UV demo
The program has reached 110 million rural Indians since it
began in 2002. Awareness of germs has increased by 30%
and soap use has increased among 79% of parents and
among 93% of children in the areas targeted. Soap
consumption has increased by 15%.
BRAND POSITIONING