The document provides information on Lifebuoy and Keya super beauty soaps. It discusses that Lifebuoy has been a popular soap brand in Bangladesh since the 19th century as a product of Unilever. Keya super beauty soap was launched in 1996 by Keya Cosmetics Ltd. It then discusses the strengths and weaknesses of the two brands. It also analyzes the segmentation, targeting, and positioning strategies of both Lifebuoy and Keya soaps.
This document analyzes the Lifebuoy brand of soap. It discusses Lifebuoy's international history beginning in the UK in the late 1800s. It then covers Lifebuoy's history and branding in India from the 1960s to present day. The core brand values of ensuring cleanliness, hygiene, health and an active lifestyle are examined over time. Different branding strategies used in India are summarized, from focusing on sports and health to targeting families and mothers. The document also briefly discusses brand articulation, advertising's role, positioning, personality and challenges.
LOGO
COMPANY INTRODUCTION
PRODUCT LEVEL
PRODUCT MIX
PACKAGING AND LABELLING OF DETTOL SOAP
PORTFOLIO OF SOAP
PRICING STRATEGY
DETTOL ADOPTED A NEW CAMPAGIN "BANEGA SWACH INDIA"
THANK YOU......
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company. Lifebuoy is HUL's flagship soap brand with a market leadership position. Lifebuoy was launched in India in 1895 and over the decades has established itself as a germ protection soap. It offers a wide range of soap variants targeted at different consumer segments with a focus on health and hygiene. Lifebuoy is the market leader in the antiseptic soap category in India.
Dove is a personal care brand owned by Unilever that produces deodorants, body washes, beauty bars, and other skincare products. It is primarily used by individuals aged 18-34 from high income and upper/middle class demographics. Dove differentiates itself from soap through marketing campaigns focused on celebrating real beauty for women of all ages. The brand has a value of over $4 billion and is among the top 10 cosmetic brands worldwide.
Lifebuoy soap was launched in the UK in 1894 by William Lever as a disinfectant soap containing carbolic acid. It was launched in India in 1935 and became India's oldest personal wash brand, standing for health and hygiene through germ protection. Over the decades, Lifebuoy underwent several reforms to its packaging, ingredients, and messaging to stay relevant in India, targeting health concerns of men, families, and rural consumers on a budget. It continues to position itself as protecting users from germs through ingredients like Active-B while providing an affordable bathing experience.
This presentation is based on how to launch a new product focusing on the entire process of market research followed by Segments, recent trends, competitor analysis, SWOT Analysis and more.
Dove is a personal care brand owned by Unilever that was launched in India in 1995. It markets products like soap, shampoo, deodorant, and moisturizer. Dove differentiated itself through campaigns focusing on real beauty and promoting self-esteem for all women. It gained popularity in India through competitive pricing and effective advertising campaigns comparing Dove favorably to other brands.
This document analyzes the Lifebuoy brand of soap. It discusses Lifebuoy's international history beginning in the UK in the late 1800s. It then covers Lifebuoy's history and branding in India from the 1960s to present day. The core brand values of ensuring cleanliness, hygiene, health and an active lifestyle are examined over time. Different branding strategies used in India are summarized, from focusing on sports and health to targeting families and mothers. The document also briefly discusses brand articulation, advertising's role, positioning, personality and challenges.
LOGO
COMPANY INTRODUCTION
PRODUCT LEVEL
PRODUCT MIX
PACKAGING AND LABELLING OF DETTOL SOAP
PORTFOLIO OF SOAP
PRICING STRATEGY
DETTOL ADOPTED A NEW CAMPAGIN "BANEGA SWACH INDIA"
THANK YOU......
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company. Lifebuoy is HUL's flagship soap brand with a market leadership position. Lifebuoy was launched in India in 1895 and over the decades has established itself as a germ protection soap. It offers a wide range of soap variants targeted at different consumer segments with a focus on health and hygiene. Lifebuoy is the market leader in the antiseptic soap category in India.
Dove is a personal care brand owned by Unilever that produces deodorants, body washes, beauty bars, and other skincare products. It is primarily used by individuals aged 18-34 from high income and upper/middle class demographics. Dove differentiates itself from soap through marketing campaigns focused on celebrating real beauty for women of all ages. The brand has a value of over $4 billion and is among the top 10 cosmetic brands worldwide.
Lifebuoy soap was launched in the UK in 1894 by William Lever as a disinfectant soap containing carbolic acid. It was launched in India in 1935 and became India's oldest personal wash brand, standing for health and hygiene through germ protection. Over the decades, Lifebuoy underwent several reforms to its packaging, ingredients, and messaging to stay relevant in India, targeting health concerns of men, families, and rural consumers on a budget. It continues to position itself as protecting users from germs through ingredients like Active-B while providing an affordable bathing experience.
This presentation is based on how to launch a new product focusing on the entire process of market research followed by Segments, recent trends, competitor analysis, SWOT Analysis and more.
Dove is a personal care brand owned by Unilever that was launched in India in 1995. It markets products like soap, shampoo, deodorant, and moisturizer. Dove differentiated itself through campaigns focusing on real beauty and promoting self-esteem for all women. It gained popularity in India through competitive pricing and effective advertising campaigns comparing Dove favorably to other brands.
Surf Excel is HUL's flagship detergent brand that commands 38% of the fabric wash market in India. It was launched in 1951 and has undergone changes over time to include various product variants like Surf Excel Quick Wash, Surf Excel Blue for color care, and Surf Excel Matic for front and top load washing machines. Surf Excel strengthened its leadership position through aggressive pricing, promotions, and distribution reach covering over 1 million retail outlets across India. It faces competition from regional brands but has maintained leadership through continuous innovation and effective marketing campaigns with taglines like "Dirt is Good" and "Surf Excel Hai Na!".
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.
This document analyzes the market for Tide detergent in India. It discusses Tide's history of being introduced in 1946 and entering the Indian market in the mid-2000s. It is now a market leader in 26 countries. The document examines Tide's target demographics of women aged 18-50 from middle-class urban and rural areas. It also discusses Tide's strengths, weaknesses, opportunities, and threats in the market. Promotional strategies that have contributed to Tide's success include television advertisements, hoardings, newspaper ads, online promotion, demos, radio ads, and sponsoring events.
The document discusses the marketing strategies of Fair & Lovely skin lightening cream. It provides details on the brand's products, pricing, distribution networks, and promotional activities. Fair & Lovely is Hindustan Unilever's leading skin lightening brand in India with over 30 years of presence and a 53% market share. It utilizes affordable sachet pricing, rural outreach programs, and high-visibility advertising campaigns to promote its skin lightening technology and message of empowerment.
A brand is not developed overnight, it struggles through various factors and rises by implementing various strategies. Hers is success story of one such brand Maggi and the strategies it devices.
Detergent Market in India as of 2015 (Surf Excel, Ariel, Nirma, Wheel, Tide, ...Arjun Parekh
Porter's Five Forces, Porter's Generic Strategies, STP, Perceptual Map for all of the following.
1) Surf Excel vs. Ariel,
2) Nirma vs. Wheel,
3) Tide vs. Ghari
This .ppt originally contained video but I had to remove them due to size issues.
This presentation links all the above mentioned brands with Porter's 5 forces model and Porter's Generic Strategies.
Dove is a personal care brand owned by Unilever that produces beauty bars. Dove was first introduced in 1955 in the Netherlands and brought to the US in 1957. It touted containing moisturizers which helped it thrive in the 1960s as a niche skin care product. In the 1970s, an advertising campaign publicized that Dove dried and irritated skin less than ordinary soap, helping it gain market share. Dove targets women of all ages, shapes and sizes, especially working women, and positions itself as helping women feel beautiful as they are through campaigns promoting positive self-esteem. Dove's main competitors in the moisturizing beauty bar segment are Olay, Vivel, and Himalaya so
Dove is a personal care brand owned by Unilever that was introduced in India in 1995. Through its "Real Beauty" campaign featuring everyday women, Dove became the third best-selling body lotion brand in India, ahead of competitors. The brand was initially priced too high for Indian consumers but became more successful after lowering its price. Dove targets women of all ages and segments the market based on demographics like gender and income, as well as psychographics like changing perceptions of beauty.
Lux is a personal care brand owned by Unilever that was founded in 1899 in the UK. It is headquartered in Singapore and operates in over 100 countries. Lux was launched in India in 1929 with actress Leela Chitnis in its first advertisement. It expanded into skincare and beauty products in the 1990s. Lux uses celebrity endorsements and innovative marketing techniques like Lux Holi colors, liquid soap art, and a soap dress to promote brand awareness and engagement. Actresses like Madhubala, Hema Malini, and current brand ambassador Alia Bhatt have represented Lux over the years.
HUL has traditionally positioned the Lux soap brand by featuring popular film stars in advertisements to influence consumer beliefs and attitudes. This approach creates a strong connection with consumers by implying the soap has qualities that attract top celebrities to endorse it. It also helps the brand stand out among competitors. Going forward, Lux could expand its market by developing new product lines featuring natural ingredients or herbal formulations. It could also venture into personal care categories like fragrances. Lux would differentiate itself through educating customers about product variations and benefits while continuing to build the brand's trusted legacy.
Hindustan Unilever Limited Marketing Strategies for rural and urban India for toothpaste, detergent and other markets. Comparison between already applied steps and possible steps.
- Colgate was founded in 1806 and is now a global personal care company headquartered in the US.
- In India, Colgate has over 50% market share in the oral care segment, manufacturing and marketing toothpaste, toothbrushes and other oral care products.
- Colgate faces competition from HUL and other players but maintains leadership through strong brand recognition, rural expansion, and launching new products tailored to Indian consumers.
This document provides an overview of the Dove brand owned by Hindustan Unilever in India. It discusses Dove's history and evolution since its launch in India in 1995. Key points include:
- Dove differentiated itself from other soaps by marketing itself as a mild beauty bar containing moisturizers.
- Its "Real Women" advertising campaign featuring everyday women helped boost its popularity and market share above competitors like L'oreal and Garnier.
- Dove targets women across ages but especially working women, and positions itself as a moisturizing beauty product priced for upper middle class consumers.
- Hindustan Unilever distributes Dove and its other products
Himalaya Herbal Healthcare was founded in 1930 in India and uses modern science to develop ayurvedic herbal products. It believes in utilizing modern research practices to validate the principles of ayurveda. Over 300,000 doctors globally endorse Himalaya's products which are consumed in over 76 countries. The company aims to provide health, well-being and a prescription for good living according to ayurvedic principles. It offers herbal products from head to heel to solve various health problems in a science-based manner by harnessing natural herbs.
Marico is an Indian consumer goods company founded in 1857 and headquartered in Mumbai, India. It produces coconut, edible, and hair oils as well as other personal care products.
The company has a presence in over 25 countries and recorded annual revenue of Rs. 40 billion in 2011-2012. Its portfolio includes popular brands like Parachute, Saffola, Hair & Care, Nihar, Mediker, Revive, and others.
Marico aims to improve people's quality of life through branded beauty and wellness products and services. It focuses on innovation, sustainability, and maximizing value for all stakeholders including consumers, employees, farmers
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
1. Lifebuoy soap was initially launched in 1895 targeting labor class men. It became the largest selling soap in India by 1940 through campaigns promoting hand washing.
2. In the 1990s, Nirma launched a lower priced soap, capturing market share. Others also began targeting the value segment, reducing Lifebuoy's market share.
3. In 2002, Lifebuoy was relaunched as a mild soap for families. HLL also focused on rural marketing through education programs about hygiene since most sales were in rural areas.
Patanjali Ayurved is the fastest growing FMCG company in India. It was founded in 1997 as a small pharmacy in Haridwar by Yog-Guru Ramdev. Patanjali manufactures over 300 medicines and 400 consumer products across categories like personal care, food, and home care. It has a nationwide supply chain including 5000 franchised stores. Patanjali differentiates its products based on Ayurveda and natural ingredients and prices them 15-30% lower than competitors through low advertising spending. Baba Ramdev promotes Patanjali through his large yoga following.
- Surf Excel is a detergent brand produced by Hindustan Unilever Limited (HUL) that has been present in India since 1959.
- It is one of the leading brands in the Indian laundry detergent market and was the first detergent brand to be advertised on television in India.
- Surf Excel competes in an oligopolistic market structure against other major detergent brands like Tide, Ariel, Nirma and Rin. It positions itself as a brand that can remove all types of stains without fading colors.
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.
marketing strategy of lux soap with reference to HULAghna Shamsi
The document discusses the history and marketing of Lux soap in India. It provides details on Lux soap's launch in India in 1929 as well as its branding and celebrity endorsements over the years. Lux soap is owned by Hindustan Unilever and is the largest selling soap brand in India, known for endorsed by Bollywood stars to promote beauty and self-care.
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.
Surf Excel is HUL's flagship detergent brand that commands 38% of the fabric wash market in India. It was launched in 1951 and has undergone changes over time to include various product variants like Surf Excel Quick Wash, Surf Excel Blue for color care, and Surf Excel Matic for front and top load washing machines. Surf Excel strengthened its leadership position through aggressive pricing, promotions, and distribution reach covering over 1 million retail outlets across India. It faces competition from regional brands but has maintained leadership through continuous innovation and effective marketing campaigns with taglines like "Dirt is Good" and "Surf Excel Hai Na!".
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.
This document analyzes the market for Tide detergent in India. It discusses Tide's history of being introduced in 1946 and entering the Indian market in the mid-2000s. It is now a market leader in 26 countries. The document examines Tide's target demographics of women aged 18-50 from middle-class urban and rural areas. It also discusses Tide's strengths, weaknesses, opportunities, and threats in the market. Promotional strategies that have contributed to Tide's success include television advertisements, hoardings, newspaper ads, online promotion, demos, radio ads, and sponsoring events.
The document discusses the marketing strategies of Fair & Lovely skin lightening cream. It provides details on the brand's products, pricing, distribution networks, and promotional activities. Fair & Lovely is Hindustan Unilever's leading skin lightening brand in India with over 30 years of presence and a 53% market share. It utilizes affordable sachet pricing, rural outreach programs, and high-visibility advertising campaigns to promote its skin lightening technology and message of empowerment.
A brand is not developed overnight, it struggles through various factors and rises by implementing various strategies. Hers is success story of one such brand Maggi and the strategies it devices.
Detergent Market in India as of 2015 (Surf Excel, Ariel, Nirma, Wheel, Tide, ...Arjun Parekh
Porter's Five Forces, Porter's Generic Strategies, STP, Perceptual Map for all of the following.
1) Surf Excel vs. Ariel,
2) Nirma vs. Wheel,
3) Tide vs. Ghari
This .ppt originally contained video but I had to remove them due to size issues.
This presentation links all the above mentioned brands with Porter's 5 forces model and Porter's Generic Strategies.
Dove is a personal care brand owned by Unilever that produces beauty bars. Dove was first introduced in 1955 in the Netherlands and brought to the US in 1957. It touted containing moisturizers which helped it thrive in the 1960s as a niche skin care product. In the 1970s, an advertising campaign publicized that Dove dried and irritated skin less than ordinary soap, helping it gain market share. Dove targets women of all ages, shapes and sizes, especially working women, and positions itself as helping women feel beautiful as they are through campaigns promoting positive self-esteem. Dove's main competitors in the moisturizing beauty bar segment are Olay, Vivel, and Himalaya so
Dove is a personal care brand owned by Unilever that was introduced in India in 1995. Through its "Real Beauty" campaign featuring everyday women, Dove became the third best-selling body lotion brand in India, ahead of competitors. The brand was initially priced too high for Indian consumers but became more successful after lowering its price. Dove targets women of all ages and segments the market based on demographics like gender and income, as well as psychographics like changing perceptions of beauty.
Lux is a personal care brand owned by Unilever that was founded in 1899 in the UK. It is headquartered in Singapore and operates in over 100 countries. Lux was launched in India in 1929 with actress Leela Chitnis in its first advertisement. It expanded into skincare and beauty products in the 1990s. Lux uses celebrity endorsements and innovative marketing techniques like Lux Holi colors, liquid soap art, and a soap dress to promote brand awareness and engagement. Actresses like Madhubala, Hema Malini, and current brand ambassador Alia Bhatt have represented Lux over the years.
HUL has traditionally positioned the Lux soap brand by featuring popular film stars in advertisements to influence consumer beliefs and attitudes. This approach creates a strong connection with consumers by implying the soap has qualities that attract top celebrities to endorse it. It also helps the brand stand out among competitors. Going forward, Lux could expand its market by developing new product lines featuring natural ingredients or herbal formulations. It could also venture into personal care categories like fragrances. Lux would differentiate itself through educating customers about product variations and benefits while continuing to build the brand's trusted legacy.
Hindustan Unilever Limited Marketing Strategies for rural and urban India for toothpaste, detergent and other markets. Comparison between already applied steps and possible steps.
- Colgate was founded in 1806 and is now a global personal care company headquartered in the US.
- In India, Colgate has over 50% market share in the oral care segment, manufacturing and marketing toothpaste, toothbrushes and other oral care products.
- Colgate faces competition from HUL and other players but maintains leadership through strong brand recognition, rural expansion, and launching new products tailored to Indian consumers.
This document provides an overview of the Dove brand owned by Hindustan Unilever in India. It discusses Dove's history and evolution since its launch in India in 1995. Key points include:
- Dove differentiated itself from other soaps by marketing itself as a mild beauty bar containing moisturizers.
- Its "Real Women" advertising campaign featuring everyday women helped boost its popularity and market share above competitors like L'oreal and Garnier.
- Dove targets women across ages but especially working women, and positions itself as a moisturizing beauty product priced for upper middle class consumers.
- Hindustan Unilever distributes Dove and its other products
Himalaya Herbal Healthcare was founded in 1930 in India and uses modern science to develop ayurvedic herbal products. It believes in utilizing modern research practices to validate the principles of ayurveda. Over 300,000 doctors globally endorse Himalaya's products which are consumed in over 76 countries. The company aims to provide health, well-being and a prescription for good living according to ayurvedic principles. It offers herbal products from head to heel to solve various health problems in a science-based manner by harnessing natural herbs.
Marico is an Indian consumer goods company founded in 1857 and headquartered in Mumbai, India. It produces coconut, edible, and hair oils as well as other personal care products.
The company has a presence in over 25 countries and recorded annual revenue of Rs. 40 billion in 2011-2012. Its portfolio includes popular brands like Parachute, Saffola, Hair & Care, Nihar, Mediker, Revive, and others.
Marico aims to improve people's quality of life through branded beauty and wellness products and services. It focuses on innovation, sustainability, and maximizing value for all stakeholders including consumers, employees, farmers
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
1. Lifebuoy soap was initially launched in 1895 targeting labor class men. It became the largest selling soap in India by 1940 through campaigns promoting hand washing.
2. In the 1990s, Nirma launched a lower priced soap, capturing market share. Others also began targeting the value segment, reducing Lifebuoy's market share.
3. In 2002, Lifebuoy was relaunched as a mild soap for families. HLL also focused on rural marketing through education programs about hygiene since most sales were in rural areas.
Patanjali Ayurved is the fastest growing FMCG company in India. It was founded in 1997 as a small pharmacy in Haridwar by Yog-Guru Ramdev. Patanjali manufactures over 300 medicines and 400 consumer products across categories like personal care, food, and home care. It has a nationwide supply chain including 5000 franchised stores. Patanjali differentiates its products based on Ayurveda and natural ingredients and prices them 15-30% lower than competitors through low advertising spending. Baba Ramdev promotes Patanjali through his large yoga following.
- Surf Excel is a detergent brand produced by Hindustan Unilever Limited (HUL) that has been present in India since 1959.
- It is one of the leading brands in the Indian laundry detergent market and was the first detergent brand to be advertised on television in India.
- Surf Excel competes in an oligopolistic market structure against other major detergent brands like Tide, Ariel, Nirma and Rin. It positions itself as a brand that can remove all types of stains without fading colors.
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.
marketing strategy of lux soap with reference to HULAghna Shamsi
The document discusses the history and marketing of Lux soap in India. It provides details on Lux soap's launch in India in 1929 as well as its branding and celebrity endorsements over the years. Lux soap is owned by Hindustan Unilever and is the largest selling soap brand in India, known for endorsed by Bollywood stars to promote beauty and self-care.
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 discusses the marketing strategies of leading soap brands in India - Lux, Dove, and Lifebuoy. It outlines their segmentation, targeting, positioning, and marketing mix strategies. Lux targets urban consumers aged 16-40 and positions itself as the soap of film stars. Dove targets urban areas and positions itself as a premium "cream bar." Initially, Lifebuoy targeted males for health, but now targets families. The brands utilize various products, prices, placements and promotions in their marketing strategies.
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.
Dettol has historically been the gold standard for hygiene protection in India. However, during an outbreak of Swine Flu, Dettol faced unprecedented aggressive competition from other brands trying to leverage the situation. Dettol's challenge was to protect its leadership position without having a Swine Flu-focused creative, and it had to act fast without time to develop new creative materials.
How to Make Awesome SlideShares: Tips & TricksSlideShare
Turbocharge your online presence with SlideShare. We provide the best tips and tricks for succeeding on SlideShare. Get ideas for what to upload, tips for designing your deck and more.
This document discusses issues with some charity organizations and how donation funds are used. It notes that while some charities do help those in need, many use most donations for operational costs, administrative salaries, and marketing instead. Some charities are even complete scams that don't help anyone. The document advises donors to research charities to verify they are legitimate and that a significant portion of funds go to the actual cause. Cause marketing partnerships between for-profit companies and charities are also criticized as mainly benefiting the companies. Large charity events on TV are noted as being very expensive to produce.
The document discusses and compares two soap brands in Bangladesh - Lifebuoy and Keya Super Beauty Soap. It provides information on the history, target markets, packaging, pricing, distribution, and marketing strategies of both brands. Lifebuoy, created by Lever Brothers in 1894, is now owned by Unilever and is the largest health soap brand in Bangladesh. Keya Super Beauty Soap, formed in 1997, targets middle class females as a beauty care soap brand. Both brands follow psychological pricing and use intensive distribution strategies to make their products widely available.
SlideShare is a global platform for sharing presentations, infographics, videos and documents. It has over 18 million pieces of professional content uploaded by experts like Eric Schmidt and Guy Kawasaki. The document provides tips for setting up an account on SlideShare, uploading content, optimizing it for searchability, and sharing it on social media to build an audience and reputation as a subject matter expert.
Unilever Bangladesh markets their popular beauty soap brand LUX. They segment the market according to geographic locations and socioeconomic status. LUX targets urban and sub-urban upper middle and middle class consumers. While maintaining consistent quality worldwide, LUX comes in six fragrances and three sizes. Unilever uses extensive promotional activities and third party distributors to distribute LUX nationwide, maintaining their market leadership position. However, competitors are gaining share in rural areas, so Unilever may need to target those segments or attract new groups like children to retain their dominant share of the beauty soap market.
The document discusses market segmentation and summarizes key points from the literature. It begins by defining market segmentation as dividing a large market into smaller subgroups based on common needs and behaviors. It then reviews several common bases for segmentation, including geographic, demographic, psychographic, and behavioral factors. Some examples discussed include segmenting by age, gender, income level, lifestyle, and occasions. The document also outlines criteria for effective market segments and reviews literature on the importance and competitive necessity of segmentation. It concludes by describing the sources of data gathered - official Indian census data and projected population data from a marketing textbook.
CASE STUDY OF HUL IN CONTRAST WITH LIFEBOUYAjazz Mushtaq
This document summarizes Hindustan Unilever Limited's (HUL) soap business in India through its Lifebuoy brand and efforts to promote handwashing and hygiene. It discusses HUL's product portfolio and market leadership in soap. It then outlines causes of diarrhea in India and how handwashing can help reduce cases. HUL partnered with public health organizations on programs like the Swasthya Chetna initiative to educate people on germs and promote frequent handwashing using Lifebuoy soap. The program reached millions of people across India in a low-cost and scalable way, helping increase sales while also improving health. Both public-private partnerships and branded programs like Swasthya C
PRAN is Bangladesh's largest producer and exporter of fruits and vegetables. It started in 1981 and now employs over 30,000 people. PRAN exports its wide range of food products including juice, drinks, snacks and dairy to over 82 countries worldwide. It has a strong focus on its human resources with detailed policies on recruitment, training, compensation and promotion. PRAN aims to improve livelihoods through profitable businesses while also engaging in corporate social responsibility initiatives in Bangladesh.
The document is a summer training project report submitted by Kshitiz that compares soaps from HUL, P&G, Godrej, Nirma and Johnson & Johnson. It includes an introduction to FMCG products, profiles of the major soap companies in India, market segmentation of the soap industry based on price and composition, and a list of popular soap brands within each segment.
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.
Lux soap is a product of Hindustan Unilever Limited (HUL), India's largest FMCG company. Lux has a 15% market share in the soap category, making it the leading beauty soap brand. It has a wide range of variants and a strong distribution and promotion network. Lux faces competition from other beauty soaps like Pears and new entrants like Vivel. However, its strong brand image and continuous innovation have helped Lux maintain its leadership position. The report recommends that Lux launch ayurvedic variants, target rural areas and male customers to further increase its market share.
The document discusses segmentation, targeting, and positioning (STP) strategies. It covers segmenting consumer and business markets based on geographic, demographic, psychographic, behavioral, and other factors. The key steps in STP include segmenting the market, developing profiles of segments, evaluating segment attractiveness, selecting target segments, developing positioning for each segment, and creating customized marketing mixes. Effective segmentation requires segments be measurable, accessible, substantial, differentiable, and actionable.
Brief introduction to the STP process - A marketing strategy is based on expected customer behavior in a certain market. In order to know the customer and its expected buying process of segmenting, targeting and positioning is needed.
Dove is a personal care brand owned by Unilever that was launched in India in 1995. It is positioned as a mild soap and moisturizer for women of all ages and body types. Dove aims to promote a wider definition of beauty through its "Real Beauty" campaign, which features everyday women rather than models. The brand sees television, print, outdoor, and digital advertising as key to promoting this message of inclusive beauty and building the Dove brand in India.
Dove is a personal care brand owned by Unilever that was launched in India in 1995. It is positioned as a mild soap and beauty product for women of all ages and body types. Dove uses "Real Beauty" campaigns featuring everyday women to promote a wider definition of beauty and increase women's self-esteem. The brand is targeted towards women from upper middle class and high income groups. Dove has a wide product range including soap, lotions, and hair and skin care products.
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 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.
The document presents the findings of a comparative study on the consumer behavior of 20 suburban housewives in Bidhanpally, India regarding beauty soaps and dishwashing bars. The study found that housewives have different approaches to these two products. They are willing to compromise on dishwashing bars but have specific preferences for beauty soaps influenced by societal emphasis on external beauty. Education and advertisements also impact their choices more for beauty soaps. The study recommends increasing awareness about hygiene, promoting internal health over external beauty, and improving product information and advertising for dishwashing bars.
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company. One of HUL's most famous products is Fair & Lovely, a skin lightening cream launched in 1978. Fair & Lovely has dominated the skin lightening market through effective marketing campaigns, though some of its early ads received controversy for promoting fairness. The success of Fair & Lovely is attributed to factors like addressing consumer aspirations and being the first mover in the skin lightening category in India. However, the brand also faces threats such as increasing competition and legal issues regarding its messaging.
This document provides an overview of Hindustan Unilever Limited (HUL), a leading consumer goods company in India. It discusses HUL's history, vision, key brands like Dove and Lux, marketing strategies, growth, and product portfolio spanning over 40 brands across 12 categories. Dove and Lux soaps are positioned as premium beauty brands targeting women. Dove educates on true beauty beyond physical appearance, while Lux offers quality products at affordable prices with strong branding. The document also briefly outlines HUL's revenue growth and concludes with references.
After studying the theoretical concepts of a topic, understanding its practical implications and applications is the next step in the learning process. This Project of Marketing Management Part is last. For this report, I tried to find out about the Marketing Strategy of marketing of the reputed brand of the world, namely Fair & Lovely.
Lifebuoy soap was introduced in 1895 in England by Lever Brothers, now Unilever. It originally contained carbolic acid which gave it a distinctive medicinal smell. Unilever produces Lifebuoy soap in several countries to supply different markets. In 1964, Lever Brothers started a manufacturing plant in Kalurghat, Bangladesh to produce soaps like Sunlight and Lifebuoy. Lifebuoy is now one of the largest selling health soap brands in Bangladesh known for its health and hygiene benefits through various marketing campaigns over the years.
This document discusses the brand Dove and its marketing strategies. It provides background on Dove's history starting in 1957 and its expansion into international markets. It then analyzes Dove's brand portfolio, branding elements, pricing, distribution, and marketing campaigns focused on promoting positive body image. Key campaigns discussed include "Real Beauty" from 2007 and "My Beauty My Say" from 2016. The document also examines Dove's brand associations, brand resonance pyramid, and SWOT analysis.
This document provides information about Dove Beauty Bar's group members and marketing strategies in Pakistan. It discusses Dove's product range, pricing at Rs. 80 then lowering to Rs. 50, distribution through PUL's 2,500 redistribution stockists and over 1 million retail outlets, and promotional campaigns like Dove Self Esteem Fund and REAL beauty campaign. Dove segments consumers based on demographics like gender (females), income (high, upper middle), and psychographics (changing perceptions of beauty). It targets working women and higher income groups. Dove positions itself as a personal care brand providing maximum moisturization compared to soap.
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.
The document summarizes Unilever's "Campaign for Real Beauty" marketing campaign for their Dove brand. It discusses the history of Unilever and Dove, the goals of the campaign launched in 2005 to feature women of various body types, and the positive reception and increased sales it received. It also reviews Dove's consumer behavior, customer satisfaction, and marketing strategies in India.
The Dove Campaign for Real Beauty was launched in 2003 to coincide with Dove's expansion beyond soap to beauty products. It featured real women rather than models to promote a more inclusive definition of beauty. Research showed only 2% of women saw themselves as beautiful. The campaign significantly increased sales of Dove products by challenging stereotypical beauty standards and inspiring women. It helped redefine consumer behavior towards beauty globally.
Market segmentation involves dividing the total market into groups based on common characteristics. The document discusses segmenting the market for a beauty soap called "Caramel" based on geography, demographics, psychographics, and behavior. It outlines the company's mass market strategy to treat the total market as one segment. The key details of the "Caramel Beauty Soap" product are provided, including the price, promotions, distribution channels, and competitors. An analysis discusses targeting health conscious customers and those seeking skin care solutions, while innovating to address common issues like infections and sun protection. The test marketing strategy involves a new market launch, supermarkets, and free samples distributed by cinema actors.
This document is a project report on misleading advertisements submitted for a master's degree. It includes an introduction on advertising and misleading advertisements. It then analyzes several specific examples of misleading advertisements, including for Fair & Lovely skin lightening cream, Red Bull energy drink, Horlicks nutritional drink, and shampoo products. The report also covers prevalent forms of misleading advertisements and includes a case study and discussion of penalties. The conclusion reiterates that the report examined various misleading advertising practices.
Dove has historically run a "Real Beauty" marketing campaign aimed at boosting women's self-esteem. However, two ads from this campaign failed and were deemed racist. In one ad, a black woman removed her shirt to reveal a white woman. Customers strongly criticized the ad online as being tone deaf. Dove removed the ad and apologized, but the response was unsuccessful. Their main competitors like Olay also focus on beauty and anti-aging but still retouched photos until 2021, lacking Dove's diversity goals. Moving forward, Dove plans to better listen to customers, provide diversity training, and properly showcase diversity in campaigns to truly represent real beauty for all women.
Targeting And Positioning In Rural MarketNishit Mehta
The document discusses targeting and positioning strategies for rural markets, noting that targeting involves evaluating and selecting market segments based on factors like profitability and growth rate. It also covers positioning strategies like differentiating products and services, and positioning brands in consumers' minds by identifying differences and communicating them effectively. Rural consumers were surveyed to determine the most attractive segments and positioning strategies for soap brands Lifebuoy and HealthPlus.
The document discusses top soap brands in India. It provides background on the introduction of soap to India during British rule. The top three soap brands in India today are Hindustan Unilever Limited, Godrej, and Nirma, which together account for 88% of the market share. HUL is a dominant player with brands like Lux and Lifebuoy. The document also shares results from a survey on consumer soap preferences and brand perceptions in India. The top five preferred brands according to the survey are Lux, Dove, Pears, Dettol, and Lifebuoy.
Title: Making Money the Easy Way: A Quick Guide to Generating IncomeWilliamZinsmeister
Welcome to "Making Money the Easy Way: A Quick Guide to Generating Income." This book is designed to provide you with practical, actionable strategies to generate income with minimal effort. Whether you’re looking to supplement your current income or create a full-time revenue stream, this guide covers a variety of methods to help you achieve your financial goals. We will explore opportunities available online, various investment strategies, profitable side hustles, creative approaches, and essential financial tips to ensure sustainable income growth.
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This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
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The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
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Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
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THE STORY COMMUNICATION Credential 2024.pptxhuyenngo62
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Basic Management Concepts., “Management is the art of getting things done thr...DilanThennakoon
The managers achieve organizational objectives by getting work from
others and not performing in the tasks themselves.
Management is an art and science of getting work done through people.
It is the process of giving direction and controlling the various activities
of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever
there is human activity there is management.
Management is a vital aspect of the economic life of man, which is an organized group activity. A
central directing and controlling agency is indispensable for a business concern. The productive
resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability
and enterprising initiative of the management. Thus, management provides leadership to a
business enterprise. Without able managers and effective managerial leadership the resources of
production remain merely resources and never become production. Management occupies such an
important place in the modern world that the welfare of the people and the destiny of the country
are very much influenced by it.
1.2 MEANING OF MANAGEMENT
Management is a technique of extracting work from others in an integrated and co-ordinated
manner for realizing the specific objectives through productive use of material resources.
Mobilising the physical, human and financial resources and planning their utilization for business
operations in such a manner as to reach the defined goals can be benefited to as management.
1.3 DEFINITION OF MANAGEMENT
Management may be defined in many different ways. Many eminent authors on the subject have
defined the term "management". Some of these definitions are reproduced below:
In the words of George R Terry - "Management is a distinct process consisting of planning,
organising, actuating and controlling performed to determine and accomplish the objectives by the
use of people and resources".
According to James L Lundy - "Management is principally the task of planning, co¬ordinating,
motivating and controlling the efforts of others towards a specific objective",
In the words of Henry Fayol - "To manage is to forecast and to plan, to organise, to command, to
co-ordinate and to control".
According to Peter F Drucker - "Management is a multipurpose organ that manages a business and
manages managers and manages worker and work".
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organisation in the accomplishment of a pre-determined object".
In the words of Koontz and O'Donnel - "Management is defined as the creation and maintenance
of an internal environment in an enterprise where individuals working together in groups can
perform efficiently and effectively towards the attainment of group goals".
According to Ordway Tead - "Management is the process and agency which directs and guides the
operations of an organisation in realising of established aim
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The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
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Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
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Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxelizabethella096
In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
Final marketing term paper
1. Introduction Of Lifebuoy and Keya super beauty Soap
Lifebuoy is a Famous soap brand in Bangladesh. It was created by Lever brother soap factory in
1894. Now it is a brand of Unilever. Unilever stared its business in Bangladesh in 1964 when its
soap factory was build up at Kalurghat in Chittagong. It has been part of the Bangladeshi
household since the 19th century. Lifebuoy is providing one of the best health care products in
Bangladesh.
Keya super beauty soap offers by Keya Cosmetics Ltd. In the year 1996 as a Private Limited
Company Keya Cosmetics Ltd. has been converted as a Public Limited Company in the year
1999. Initial public offering of shares (IPO) was done in 2001 and the company was listed with
Dhaka & Chittagong Stock Exchange in the year 2001.. Keya Cosmetics Ltd is one of the
leading cosmetics manufacturing company in Bangladesh. Located at Jarun, Konabari, Gazipur
covering an area of 28,800sft, the company began its production in 1997 with a state-of-art
manufacturing facility and has a strong workforce of 744 people.
Strength
Topics Lifebuoy Keya
STRENGTH
1. Lifebuoy is the largest health
soap brand in Bangladesh
2. First soap to use carbolic
acid, which gave it a red
color and strong, medicinal
scent.
3. Wide portfolio for the
Lifebuoy brand ranging
which includes Soap, Hand
Sanitizer and Hand Wash
4. High consumer awareness
for the brand of Lifebuoy
5. Most popular soap brand in
the rural market
6. Excellent brand which is
reachable to the customer
and wide distribution
7. Excellent Marketing.
1. Produce from 100%
vegetable Fat. Its obtain
8% Glycerin of 99.5%
purity.
2. Well Known Brand
3. Experienced
Management
4. Trained and skilled
employee.
5. Good Network
6. Many Variant (Pink,
White, Lemon and
Green).
7. Endorsing popular
programs in television
like “Ittadi”
2. 8. Good in Advertising scheme.
9. Provide a 100% anti-
bacterial soap for complete
protection.
8. It is 100% halal soap. It
satisfied the need of
Islamic minded people
Weakness
Topic Lifebuoy Keya
WEKANESS
1. Lifebuoy has lower market
in urban.
2. Initially positioned as a
masculine soap, which
was eventually turned as a
family soap.
3. Most of the people used it
as hand soap instead of
Bath.
4. Only consider making
soap of health care.
1. Keya din not do much
advertisement to increase
their sale.
2. Keya beauty soap is hardly
available in the market.
3. Weak distribution channel.
4. Low Brand awareness.
5. Mainly positioned as beauty
soap targeted towards
women, Lack of unisex
appeal.
6. Only consider making soap
of beauty purpose.
Strength Weakness Analysis
Keya super beauty soap, only consider making for beauty purpose and lifebuoy soap only
consider making for health care purpose. Keya’s customers are mainly for female (Above 13
years) but lifebuoy has all types of customers in our country. Keya and Lifebuoy soap both has
many strength and weakness , But we can see that lifebuoy soap has better customer than keya
super beauty soap because lifebuoy offers their product all types of customers other hand Keya
super beauty offers their products only specific customers.
3. Segmentation, targeting & Positioning of Keya Super Beauty Soap
Higher class Middle class Lower class
Urban
Sub urban
Rural
Segmentation:
Keya group launched a new soap which they named Keya super beauty soap. First they
divide total market into urban, sub-urban and rural people. Then they are divided those
people into three parts higher, middle and lower class. They also had taken two factors
Geographic and Demographic.
Geographic:
State: Middle class people are the main customers of Keya super beauty soap.
Regions or cities: urban and sub-urban people.
Demographic:
Gender: There is no obligation, both female and male can use it, but mainly female.
Age: There is no age barrier because soap is an essential thing which is required for our
daily use by everyone. So, there is no specific age limit but mainly above 13 years
because this is when both the genders start becoming conscious about themselves.
Occupation & Income: Consumers purchase pattern largely depends on occupation and
income, which in turn reveals the socioeconomic class of the consumers. Keya is
targeting the lower middle class to upper middle class people.
Religion: Keya is a100% halal soap, so it also satisfies the need of Islamic minded
people.
Generation: Keya super beauty soap offers to young, energetic & beauty conscious
people.
4. Targeting:
Keya is basically targeting the urban and sub urban middle class people which are the largest part
of Bangladeshi population. They are targeting women, who are beauty conscious and they have
introduced lemon soap with deodorants features which both men and women can use. They are
introduced beauty ingredient in their soap. Those people who are conscious about their beauties,
they are buying this product. Their product is use only by the beauty conscious people in our
country.
Positioning:
Keya super beauty Soap Company made their advertisement by using models who are involve in
media in Bangladesh. For example Noble, Mow, Mim, Monalisa ,Tisha are the popular model in
our country, every people in our country know them. They are actors the advertisement of Keya
super beauty soap. Keya super beauty soap creates their advertisement based on young boys and
girls people in our country. They are attracted higher and middle class people by their
advertisement. Keya Company is using a word, which is “beauty”. When people think about
their beauties, they remind the name of Keya beauty soap. Keya beauty soap company follow the
“keep in touch” way of positioning on customer mind such as Ityadi is a popular television
program in Bangladesh. People from every class watch this program. This programs sponsored
by Keya Company when people watch this program, they can see Keya’s add and participation
on this program, such as gift hamper, reward to people who are self-sacrifice in his /her life.
These things are attracted to the people. Appling such a way this groups placing their position on
customers mind.
Segmentation, targeting & Positioning of Lifebuoy Soap
Child male female
Higher class
Middle class
Lower class
5. Segmentation:
Unilever launched a new soap which they named Lifebuoy. First they divide total market into
higher class, middle class and lower class people. They also had taken two factors Demographic
and Psychographic.
Demographic:
Gender: There is no limitation; both female and male can use it.
Age: There is no limit of age because soap is an essential thing which is needed for our
daily use by everyone.
Occupation & Income: Lifebuoy is dividing the people by their income and occupation.
Psychographic (Consumers Lifestyle):
Lifebuoy suits in lifestyle of young, energetic & health conscious.
Also people who look for freshness and purity.
People who definitely wants the best quality of products at an affordable price.
People who prefer 100% anti bacterial soap.
People who want complete protection.
Targeting:
Lifebuoy soap offers their health care product to the higher and middle class people in our
country. Specially those people who are works in uncomfortable place .Such as people in works
on manufacture plan, sports player and school students, they gets freshness and healthy life for
using lifebuoy soap . Lifebuoy are introduced health care ingredient in their soap. Their product
use only health conscious people in our country. Those people who are conscious about their
health care, they are buying this product.
Positioning:
Lifebuoy Soap Company made their advertisement using the actors who are play role of workers,
students, players, jobholders, and mother etc. Lifebuoy soap creates their advertisement based on
all types of people. Lifebuoy soap do lots of advertisement in media and other ways. Their
advertisement represent of all types of people position. All time lifebuoy soap is using a word
with their advertisement, which word is “Health care”. Every people are serious about their
health. When people think that they live a healthy life, they remain the name of lifebuoy soap.
Thus things are attracted to the customers. Such way lifebuoy soap came into customers mind.
They were taking position on customers mind.
6. Compare analysis of STP (Segmentation, targeting & Positioning):
Keya super beauty soap divides their total market into urban, sub-urban and rural people. Then
they are divided those people into three parts higher, middle and lower class. They focus on
middle class beauty conscious people. Other hand lifebuoy soap divides total market into higher,
middle, lower class. They focus on higher and middle class health conscious people. We can see
that area of lifebuoy soap is greater than Keya super beauty soap. Keya super beauty soap
targeted urban and sub-urban middle class people. Other hand lifebuoy soap targeted higher and
middle class all types of people. Lifebuoy soap target area is huge than Keya super beauty soap.
Keya super beauty Soap Company made their advertisement by using models who are involve in
media in Bangladesh. For example Noble, Mow, Mim, Monalisa ,Tisha are the popular model in
our country, every people in our country know them. But Lifebuoy Soap Company made their
advertisement using the actors who are play role of workers, students, players, jobholders, and
mother etc. Lifebuoy soap creates their advertisement based on all types of people. Lifebuoy
soap do lots of advertisement in media and other ways. Their advertisement represent of all types
of people position. Keya super beauty soap taken position on customers mind such a way of
advertising, endorsing program ittadi, keep in touch way and using word “beauty”. Lifebuoy
soap taken position on customers mind such a way of advertising. Positioning on customers mind
of Keya super beauty soap is better than lifebuoy soap.
Summary
Product: Product is a brand or name. It could be tangible something. Anything could be product
which can be satisfied customer need. Product has different features. It may have different
shapes it could be colorful or dim. Product includes few things. Sometimes a person could be a
product and a place can be a product like zoo and measure. Service is an intangible product-Bank
service. Hospital services etc. Tangible products are FMCG (Fast moving consumer goods)
Price: The amount of money charged for a product or service, or the sum of the values that
customers exchange for the benefits of having or using the product or service. Price is the only
element in the marketing mix that produces revenue; all other elements represent costs. Price is
also one of the most flexible marketing mix elements.
Distribution: Distribution is a very important thing for marketing mix. Product distribution (or
place) is one of the four elements of the marketing mix. Distribution is the process of making a
product or service available for use or consumption by a consumer or business user, using direct
means, or using indirect means with intermediaries.
Product strategies of Lifebuoy Soap
7. Level of Product Life buoy Soap:
Packaging: Packet of lifebuoy is very attractive. Lifebuoy use family picture on the upper left
side of the packet. The picture represent that family members are live a happy and healthy life by
using lifebuoy soap.
Design: Design of lifebuoy soap is quite good. Lifebuoy soap is square shape soap. On soap
surface they use their brand logo with in boundary which indicates health care. It has its own
logo; it is very similar to plus sign. Actually it indicates medical care sign. And important thing
is the name lifebuoy is itself is a logo.
Quality Level: Quality of lifebuoy is best others competitor. They use carbolic acid which gave
it red color and strong medical scent.
Brand Name: Lifebuoy is a brand of Unilever. Unilever is one of the leading companies in
Bangladesh. It has huge distribution all over the Bangladesh. It has also strong brand image in
rural area. It lunched as a carbolic red soap.
Product life cycle of Lifebuoy Soap:
Introduction:
Lunched Bangladesh as a health care soap.
Targeted Markets are Male female both including children.
Promoted by Football players and sometimes a person likes who work very hard.
Growth:
Growth rate of Lifebuoy soap was very fast.
Available in every parts of Bangladesh.
Distribution and supply channels are very strong.
Maturity:
Unilever’s Lifebuoy is now at mature stage. It is doing a very good business all over the country.
Product Classification: Classification is most important for consumer products lifebuoy soap is
convenience because we are buying frequently and immediately. Its price is low. It has many
purchase location. We can buy lifebuoy soap any soap. Almost every shop found in Lifebuoy
Soap
Pricing strategies of Lifebuoy soap
Unilever follow the psychological pricing strategy to set a price. Because of the people judge the
quality of any product by price. So, Unilever set a price 23 taka for 90g soap. But its cost is very
8. low than 23 taka. Other hand, Unilever also follows the premium pricing strategy. Lifebuoy is
high quality product and it price is high.
Distribution strategies of Lifebuoy Soap
Lifebuoy is one of the largest ‘Fast Moving Consumer Goods in Bangladesh’. It has a strong
distribution channel. It follows the Intensive distribution strategy. Reaching the product at
customer convince. We can get lifebuoy soap in everywhere. Price of the lifebuoy is reasonable
but using purposes are different though all types of customer have lifebuoy. Though it has strong
competitors like Dettol still it has many market shares around the country. People from rural area
cannot even think of buying anything without Lifebuoy.
Lifebuoy follows pull strategy on channeling and Marketing decision. They do lots of
advertising. More advertisement as result wholesalers and retailers are eagerly to stock lifebuoy
in their shop that is why it is available in every shop. Specially, young generations are ready to
buy Strong Brand product from anywhere.
Distribution channel of Lifebuoy Soap:
Product strategies of Keya Super beauty Soap
Level of Product of Keya Super beauty soap:
Packing: Keya did not use any kinds of human picture on their packet. But packet is simply
gorgeous. But few messages are on written packet like a 100% Halal soap and 100% vegetable
fat. After all it is beauty care soap.
Design: It is oval shape soap. It uses simple design on the soap. They use their logo on surface of
the soap.
Quality level: The quality of Keya super beauty soap is very standard. The use vegetable fat
made Keya beauty soap.
Brand Name: Keya Beauty Soap its sister unit Keya Cosmetics Ltd. It has a strong brand image
in urban area. Middle class people use Keya super beauty soap Keya is a well known brand
Manufacturers/products Agents/brokers Retailers
Consumers and
organizational end users
9. name. Most of the people are know this brand name. Keya using their brand name as a logo.
People are aware identify the brand.
Product life cycle of Keya Super beauty soap:
Introduction:
Lunched Bangladesh as a beauty care soap.
Targeted Markets are middle class female
Promoted by using models who are involve in media in Bangladesh
Growth:
Growth rate of Keya super beauty soap was very fast.
Available in every parts of Bangladesh.
Distribution and supply channels are very strong.
Maturity:
Keya had a mature stage before 4 years. It was doing a very good business all over the country.
Decline:
Keya is now at decline stage. Most of the people switch to new product. The people are not
interest to buy the soap.
Pricing strategies of Keya Super beauty soap
Keya also follow the psychological pricing strategy to set a price. Because of the people judge
the quality of any product by price. So, Keya set a price 20 taka for 90g soap. But its cost is very
low than 20 taka. Other hand, Keya also follows the penetration pricing strategy. Keya supper
beauty soap is high quality product and it price is low.
Distribution strategies of Keya Super beauty soap:
Keya distribution channel is very strong. For this reason they can rapidly growth and reach
everywhere in the country. It has a strong brand image in urban area also. Now Keya is in such
stage because of its distribution. People are getting Keya soap from near market. People need not
go to buy it from super shop like Agora, Mina Bazaar. Lower the price of the product represents
high quality. Keya price is not that much high but quality is good that is why it is accepted to all
types of customer. It follows the Intensive distribution strategy. Reaching the product at
customer convince. We can get Keya soap in everywhere. Keya follows pull strategy on
channeling and Marketing decision. Keya do lots of advertising and promotional activity for
increasing their sells.
10. Distribution channel of Keya Super beauty Soap:
Compare product-price-distribution strategies of two brands:
Lifebuoy soap and Keya soap both product strategies are strong. But lifebuoy product strategy is
better than Keya soap. Lifebuoy use family picture on the upper left side of the packet and that
picture represent that family members are use lifebuoy and they live a happy and healthy life.
Other hand Keya did not use any human picture but they written some message on the packet, y
that represent that it is beauty care soap. Lifebuoy use health care sign on the soap and Keya use
their logo on surface of the soap. Both product quality levels are good. Lifebuoy is a brand of
Unilever. Keya super beauty soap is a brand name of Keya cosmetic ltd. Lifebuoy launched their
product as a health care soap and Keya lunched as beauty care soap. Lifebuoy target all types of
customer and Keya target only middle class female customer. Lifebuoy Keya’s and growth rate
increased very fast. Lifebuoy is now at mature stage but Keya had a mature before four years. It
is now in decline stage. Unilever and Keya cosmetic both follow the psychological pricing
strategy. But Unilever follow the premium pricing strategy and Keya follow the penetration
pricing strategy. Lifebuoy set a price 23tk for 90g soap but Keya set a price 20 taka for 90g soap
Lifebuoy. Both are following intensive distribution strategy, pull strategy and distribution
channels are same.
Agents/brokers RetailersManufacturers/products
Consumers and
organizational end users
11. Promotion Strategy Of Lifebuoy Soap
Promotion is a kind of communication. It is something like beating own dram. There are many
products which quality is not very good but they are in a good position because they promote it
very well. Promotion is stronger than pricing. We can see the Unilever’s product lifebuoy Soap.
Unilever’s Lifebuoy promotion creates a great positive impact to our society that peoples are
crazy to buy Lifebuoy Soap.
There are five Promotion or Communication mixes-
Advertisement
Sales Promotion
Public Relation
Personal Selling
Direct Marketing
12. Among them lifebuoy goes to first three communication mixes-
1. Advertisement: Any paid form of promotion is advertisement. Lifebuoy do a lot of
advertisement. Lifebuoy invest lots of money for their advertisement. We can see
lifebuoy ads on many promotion sources like on Newspapers, Television and Magazines
etc.
2. Public Relation: Communication will be there but there is no money investment. Public
relation is used to promote product, company and organization etc. Unilever did public
relation to maintain a good relationship with consumers, electronic media as well as press
media. Unilever’s lifebuoy sponsored football matches.
3. Sales Promotion: If wholesaler buys lifebuoy soap quantity of 72 then they will get two
or three soap free.
Developing Effective Communication of Lifebuoy: I think Unilever follows the Models of
Hierarchy of effect to promote its product such as Lifebuoy-
1. Awareness: When Unilever promote lifebuoy soap they will make people aware of their
product that Lifebuoy is an anti bacterial Soap.
2. Knowledge: Lifebuoy soap builds knowledge to the customer that these are the
ingredient of lifebuoy. They use carbolic acid which gives it red color.
3. Liking: Unilever associate lifebuoy with health care.
4. Preference: Lifebuoy assure people that there are many products those are good but for
these reasons you should buy lifebuoy.
5. Purchase: Purchase lifebuoy soap depends on above models.
How Lifebuoy Soap Design their message on promotion
Designing the message is extremely critical. I think lifebuoy designed their message very well
and for good designing of the message Lifebuoy positioned their self to the consumer.
13. David Acre’s AIDA Model-
1. Gain Attention: On telecasting advertisement first 10 to 20 seconded should be
attractive. Lifebuoy gains people’s attention on very beginning.
2. Hold Interest: Lifebuoy holds interest to the people. If we see the telecasting
advertisement of Lifebuoy we can see they show a family is happy because they are free
from germ by using Lifebuoy Soap.
3. Arouse Desire: To get product desire should arouse. Consumer desire to get Lifebuoy
soap to be safe from germ or bacteria.
Message Content
1. Rational Appeals: Lifebuoy tells all the logical things like the quality of soap is good. It
is an anti bacterial soap.
2. Moral Appeal: We can see some morality on lifebuoy add. Like Doctors are advising to
use soap like lifebuoy to safe from bacteria.
Promotion Strategy Of Keya Super Beauty Soap
Once upon a time Keya Super Beauty Soap was very popular but for some reason Keya’s
popularity has declined. I think there promotion strategy was not so good and strong as lifebuoy
soap. There are many reasons for declining situation of Keya beauty soap. I think they did not
designed their message very well as lifebuoy did. We can see very rare advertisement on
television of Keya super beauty soap.
Among five communication mixes I think Keya gone to only three mixes-
1. Advertisement: At the beginning Keya did a lot of advertisement on Television, News
paper and also magazine, but now they do not do much advertisement.
2. Public Relation: Keya also did public relation to build a good relationship with
consumers and media. They sponsored some reality show like ‘Ittadi’. Ittadi is extremely
14. popular show in Bangladesh. I think it was a very good idea of Keya to sponsor such a
popular show to promote their product.
3. Sales Promotion: If wholesaler buys Keya super beauty soap quantity of 72 than they
will get 12 pieces of Keya super beauty soap free. Keya is doing this because of its
decline position.
Developing Effective Communication of Keya Super Beauty Soap: I think Keya cosmetic
Ltd. does not follow the hierarchy of effects model to promote Keya Super Beauty Soap. They
follow only few models-
1. Awareness: By seeing Keya super beauty soap, people aware of this product that it is the
beauty care soap.
2. Knowledge: By seeing telecasting advertisement people will get to know what types of
beauty ingredient Keya use on its soap.
3. Liking: Keya use television celebrity to increase liking.
How Keya Super Beauty Soap Design their message on promotion
As we know designing the message is a very difficult job. In spite of difficult Keya did not
successfully designed their message-
1. Gain Attention: Keya did not gain attention of all beauty care women. Keya has a strong
competitor like Lux.
2. Hold Interest: We can see on the telecasting advertisement that a girl is bathing by Keya
super beauty soap after finishing bath, girl look simple beautiful. I think for these Keya
hold the interest of the people.
3. Arouse Desire: Television celebrities are using Keya super Beauty Soap by seeing this
consumer desires arouse.
15. Message Content
1. Rational Appeal: Keya tells it consumer all the logical things that quality of soap is
good, they let people know about their beauty ingredients.
2. Moral Appeal: We can see there is no morality in the advertisement of Keya Super
beauty Soap.