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.

1. SAKET RANJAN (RURAL MANAGEMENT )
BATCH 2019-2020

3. ME YHA TU WHAA, ME YHA TU WHAA
LIFEBUOY HAI JHA TANDARUSTHI HAI
WHA
TAGLINE

5. Year Brief History
1894 Willim Hesketh Lever launches Lifebuoy in Britain
1895 Lifebuoy gets launched in South Asia and South Africa
1914 Lifebuoy was sent to soldiers during World War I
1920 A fresh approach to marketing lifebuoy soap in Britain and US, a
positive attitude to good health, targeted at female
Sailor was replaced with image of red Lifebuoy Soap bar
1922 Lifebuoy begins manufacturing in Calcutta, India

6. Year Brief History
1923 Lifebuoy production changes to mild soaps: improves product
appearance and lasting quality
1928 Lifebuoy produced two soaps: one for the body, one for
household usage
1933 Lifebuoy toilet soaps gets launched in UK
1934 New factory opens in Mumbai
Clean hands launched as a school programme, educating
on need to wash hands
1939 Lifebuoy provides emergency washing facilities in Britain during
the World War II
1949 Lifebuoy gets launched in Indonesia
1970 Lifebuoy was positioned as a soap for sporty people in UK and
1990 Lifebuoy withdraws from US and UK market
2002 Swasthya Chetna begins
2003 Lifebuoy bar gets a new shape
2005 Life without fear-first little Gandhi TV ad show in Asia

7. LIFEBOUY IN RURAL
 Goal of the lifebuoy is to provide accessible hygiene and health
solution with the affordable price. Lifebuoy is launched in 1894,
consistent in lifebuoy is 110 plus year history
 Lifebuoy introduced the Swasthya Chetna program, 43,000 villages
and schools in rural India over the course of five years. They spread
awareness of washing hands.
 For example lifebuoy soap were distributed as gifts in the
Gurudwaras. In 156 Gurudwaras across 138 small town covered in
Punjab.

8. Since its inception in 2002, the campaign has made its way to over
110 million rural Indians. Over 30% of Indians are more aware about
harmful germs, and soap consumption has increased by 15%.
 Some of the key factors for the lifebuoy are as follow:
 Improve health and hygiene.
 ‘Swathya Chetana’ programmes.
 Sensitivity of changing market.
 Understanding of how and why customers buy
 Identification and fulfil customer needs.
 Prevention of price wars
 High product quality

9. Rural:
 65.53% of Indian's population is in the rural areas: hence about
more than 50% of the soaps are sold in the rural markets.
Lifebuoy’s variants like Lifebuoy plus, Lifebuoy total. Lifebuoy
active are specially positioned for the rural market.
Semi-Urban:
 For the semi-urban segment, Lifebuoy nature and Lifebuoy fresh
is positioned.
Urban:
 Whereas lifebuoy clear skin soap, Lifebuoy deo fresh, Lifebuoy
international (plus and gold) are meant for the urban segment.

10. Problem Tree
objective tree
analysis of Lifebuoy
PROBLEM TREE ANALYSIS

11. OBJECTIVE TREE ANALYSIS
Increase in
profit
Increase in
demand and
supply
Multi use of
product
Enhance in the
quality of
product and
give free kits
Increased
market share
urban area
Global
popularity
Improve market
access

12. Vision and Mission
VISION
 The desire to be clean, active and healthy is intrinsic to
everyone-irrespective of age or economic status
MISSION
 want to change the hygiene behavior of consumers
across India by running many campaigns.

13. Objective of our strategy
 To shore up urban market by 75% within two years
and capture both urban and rural market share
 We will analyze the strategy of current market and also
other company and capture the market share.

14. Stakeholder analysis of Lifebuoy

16. Importance
A B
C D

17. Power (level of authority or ability
to influence the outcomes of the
project)
Urgency (need for immediate
attention, either time-constrained
relating to the stakeholders’ high
stake in the outcome)
Legitimacy(their involvement is
appropriate)
1) Dormant- company officials
2) Discretionary-distributer
3) Demanding-retailer shop and
employee
4) Dominant-media and
government policies
5) Dangerous-retailer shop and
media
6) Dependent-customer feed back
7) Definitive-company owner,
investor and consumer.
Stakeholder mapping- Salience
Model

18. SWOT Analysis

20. Five forces of porter’s

21. PESTEL Analysis

22. Market Analysis
Market share lifebuoy

23. BCG MATRIX

24. BCG MATRIK LIFEBUOY
STAR PRODUCT
• HIGH GROWTH RATE
• HIGH MARKET SHARE
LUX ,DETTOLE, LIFEBOUY
QUESTION MARK ?
• HIGH GROWTH RATE &
LOW MARKET SHARE.
• JO,NIRMA SANDAL
CASH COW
• LOW GROWTH RATE &HIGH
MARKET SHARE
• SANTOOR ,MEDIMIX
,BREEZE
DOGS
• LOW GROWTH RATE &LOW
MARKET SAHRE
• NEEM,JOY SOAP, MARGO
GOPIKA SOAP

25. Consumer perspective

26. MARKETING 4PS
PRODUCT PRICE PLACE PROMOTION
• LIFEBUOY
ANTISECPTIVE
LIQUID
• LIFEBUOY SOAP
FOR (ACENE)
• SURFACE
CLEANING
• LAUNDARY SOAP
• DISINFECCANT
SPARY
• KITCHEN GEL
• MULTI USE WIPES
• LIFEBUOY FACE
SOAP (DIFFERENT
SCENT)
• BODY WASH MALE
& FEMALE
• SHAVING CREAM
FOR MEN
• LOWER COST FOR
HIGHER QULITY
PRODUCT
• LIFEBOUY 60ML
ANTISECPTIVE
LIQUID FOR 80 RS
• BAR SOAP – 10 RS
25 GM
• LAUNDARY 50 RS
(6 PACK)
• KITCHEN GEL 15RS
FOR 155 ML
• FLEXSIBLE
PRICING POLICY
WHERE THE
DEMAND & THE
USAGE
DETERMINE ITS
PRICES
• EHANCE THE
MARKET SHARE
IN SEMI URBAN
& URBAN
• REVIVE THE
MARKET SHARE
IN AMERICA.
• MERGING WITH
INTERNATIONAL
TRADE
• E- COMERENCE
• PROMOTE
AS,MULTI USE
PRODUCT
(KITCHEN
PRODUCT,TOOT
HPASTE,WIPES,E
TC)
• PROMOTE FOR
BOTH MALE &
FEMALE
• PROMOTE BY
THE LOCAL
PEOPLE

27. Marketing mix Four As
AVAILABILITY AFFORDABILITY ACCEPTABILTY AWARENESS
• LIFEBUOY
ENTERPRISE IN
EVERY CITY
• ONLINE DELIVERY IN
RURAL AREA
• COLLBRATION WITH
E COMMERENCE
COMPNAY
(FLIPKART,AMAZON,)
• COLLBRATE WITH
INTERNATIONAL
COMPANY IN EVER
COUNTRY
• COLLABRATE WITH
LOCAL ONLINE
WEBSITE
• PROVIDE THE
PRODUCT AFTER
NEEDS & WANTS
EVERY
PEOPLE.(LIFEBUOY
SOAP 5 RS,LIFEBOUY
WIPES 15
RS,LIFEBUOY GEL 15
RS)ETC
• PROVIDE THE
FINANCIAL SYSTEM
• DEMO PRODUCT
• EXCLUSIVE
OFFERS,MEMBERSHI
P PLAN,GIFT
VOUCHER,
• IF ANY REACTION IS
CAUSED BY OUR
PRODUCT COMPANY
WILL PROVIDE ALL
THE FACLITY
CUSTOMER NEED.
• FOR MORE THAN 2
YEAR OF
MEMBERSHIP,
COMPANTY WILL
FEATURE IN THEIR
ADVERTESEMENT.
• ADVERTISMENT,
E ,BOOK, POSTER.
• GRAM PANCHAYAT
PEOPLE
• TAKING HELP FROM
SHG GROUP.
• TIE UP WITH ASHA
WORKERS,
BECAUSE THEY ARE
SOME HOW REALATED
TO HEALTH & HYGEIN
• COLLABRATING
WITH
INTERHATIONAL
NGOs& VOLERNTER
• COLLBRATING WITH
INTERNATIONALY
LOCAL
FARMERS,LOCAL
HOSPITAL

28.  Focus on core Business
 Low price
 Indian connectivity from door to door
 Innovation packaging and distribution time to time
 CSR
 Focusing on limited number of products
 Large economy of scale

29. Business Model Canvas

30. Control method
Types of strategy control
 Premise control :- control on employee, manufacturing
 Implementation control:- control of the right feedback
of customers
 Strategic surveillance: correct data getting by
distributor ( selling product) , study the competitors
market strategy
 Special alert control :- control in management , control
in packaging, control in product manufacturing.

31.  Financial Control – to plan and control the finance of
lifebuoy budget to enhance the maintain chain of supply
product and generate revenue.
 Output control – small action big difference to
enhance to increase raw material in primary process for
maintain Output (product or services)
 Behaviour control - to leading a team, maintain peace in a
team, controlling behaviour of employee
 Organizational Cultural - it also call CORPORATE
CULTURE to maintain oriented of people, team,
detailing, innovation new ideas, stability and low
aggressiveness in company.

32. Thank you