Lifeboy Stratergy

Case Study Presentation
-Lifebuoy, Radio Mirchi
Bibin Thomas, S3 MBA, 19

Unilever is one of the world’s leading
suppliers of fast-moving consumer
goods. They aim to provide people the
world over with products that are
good for them and good for others.
Creating a better future every day

vision
● We work to create a better future
every day.
● We help people feel good, look
good and get more out of life
with brands and services that are
good for them and good for others.
● We will inspire people to take small
everyday actions that can add up
to a big difference for the world.
● We will develop new ways of
doing business that will allow us to
double the size of our company
while reducing our environmental
impact.

Unilever’s portfolio
of categories
Leading category
positions
Ice Cream &
Beverages
Personal Care
Homecare
Savoury,
Dressings
& Spreads
Strong category positions

Top 25 brands =
almost 75% of Unilever’s sales.
Big global brands

Unilever manages a number of
partnerships globally.
Customer partnerships

Unilever is a world leader in
research and development
(R&D).
Innovation driving growth 1
● €891 million invested in R&D in
2013
● At least 250 new patent
applications filed each year
● A portfolio of more than 20,000
patents and patent applications

Competitive advantage
through an integrated R&D
programme.
Innovation driving growth 2
● More than 6,000 R&D
professionals
● 6 strategic R&D laboratories
delivering groundbreaking
technologies
● 31 major development centres
developing and implementing
product innovations
● 92 locations around the globe
with R&D teams implementing
innovations in countries and
factories

Sandy
Ogg
Chief HR
Officer
Geneviève
Berger
Chief R&D
Officer
Michael Polk
President
Global Foods,
Home &
Personal Care
Harish
Manwani
President
Asia, Africa
and Central
& Eastern
Europe
Doug
Baillie
President
Western
Europe
Dave Lewis
President
AmericasPaul Polman
Chief Executive
Officer
Pier Luigi
Sigismondi
Chief Supply
Chain Officer
Jean-Marc
Huët
Chief
Financial
Officer
Keith Weed
Chief Marketing
and
Communications
Officer
A global management team

Board of Directors
Chairman
Michael
Treschow
Paul Polman
Chief
Executive
Officer
Jean-Marc
Huët
Chief Financial
Officer
Executive
Directors
Non-Executive
Directors
The Rt Hon
The Lord Brittan of
Spennithorne QC, DL
Wim Dik Louise
Fresco
Ann Fudge Charles
Golden
Byron Grote
Narayana
Murthy
Hixonia
Nyasulu
Kees Storm Jeroen van
der Veer
Paul Walsh

India's largest Fast Moving Consumer Goods
company with 100 factories across India.
In 1931, first Indian subsidiary, Hindustan
Vanaspati Manufacturing Company,
followed by Lever Brothers India Limited (1933)
and United Traders Limited (1935).
 HUL formed in November 1956;
Hindustan Unilever

 The Anglo-Dutch company Unilever owns
a majority stake in Hindustan Unilever
Limited.
 one of the country's largest exporters
and recognised as a Golden Super Star
Trading House
 The mission – “add vitality to life.”
Hindustan Unilever

Hindustan unilever ltd
Personal wash
Lux, lifebuoy, dove
Pears, rexona, breeze,
Laundry
Surf excel
Wheel
sunlight
Skin care
Fair & lovely
Ponds
vaseline
Hair care
Sunsilk
Clinic
Oral care
Pepsodent
closeup
Deodorants
Axe
rexona
Color cosmetics lakme
ayurvedic ayush

Competitors of HUL SOAPS
HUL brands
Lux
Rexona
Breeze
Lifebuoy
Competitors brands
Santoor, Chandrika
Cinthol, Mysore Sandal
Godrej no. 1, Nirma
Dettol
Bibin Thomas, S3 MBA,

Competitors of HUL SOAPS
HUL brands
Pears
Dove
Hamam
Liril
Competitors brands
Santoor, Savlon
Camay
Margo
Cinthol

Introduction
1894- William Hesketh
Lever launched Lifebuoy
in the UK as the Royal
Disinfectant Soap
Lever discovered carbolic
acid as he sought the
perfect formula for soap
that could combat
germs and still be
affordable to everyone

• Officially launched in India in 1935
• India‟s oldest personal wash brand
• Always stood for health and hygiene, delivered through germ
protection
• Sales on more than 5bn per day
• Had stagnant market share
• Stood for its health – plate-form
• Was brick red in color with carbolic ingredient
Lifebuoy - India

The case is all about STP of the lifebuoy.
It shows a historic evolution of lifebuoy and
the changes in the STP.
1950‟s the popular jingle ‘Tandarusti ki reksha
karta hai Lifebuoy’
The jingle touches the mother and then they use
lifebuoy as a mandatory for their children.
Summary

In 1964 - first major re-launch.
to use sports as the communication idiom
Targeted towards men
Universal symbol of good health keeping in pace with its
25yrs image of association with good health
Pinched aspirational needs.
Catchy jingle with energetic and pulsating music.
“Lifebuoy hai jahan ,
Tandarusti hai vahan”
1935 – 2000

• 1964- Lifebuoy launched with a slight
modification in its shape.
• They always positioned as health
benefit and they include champions
soap through sports events.

1970‟s – Due to high competition lifebuoy expanded the product line.
Sl.No. Product Target
1 Lifebuoy
Personal
To all who use soap as hand wash.
2 Lifebuoy Plus New urban consumers with perfume.
3 Lifebuoy Gold New urban consumers with white colour with
perfume and a slight high pricing.
4 Liquid Lifebuoy A modern soap to tap the un taped urban
consumers.
5 Lifebuoy Active To meet the competitor who use non-
carbolic feature.

• No longer just a carbolic soap with
cresylic perfume
• Ingredient : Active-B, which protects
users against germ infections.
• Superior bathing experience.
• From the „traditional, male, victorious
concept of health‟ to a more responsible
concept of „health for the entire family.‟
• Market share rose from 12% to 18%
2002- The Revamp

About Radio Mirchi
• Radio Mirchi is a leading radio station from
the Times group. It began its operations as
Times Fm and then was renamed as Radio
Mirchi in 1998.
• In January 2006, Radio Mirchi bagged 25
frequencies and this pushes the Radio Mirchi
presence in 32 centers across India.
• Radio Mirchi follows a set format of shows
across all the stations and mainly plays
Bollywood Music.

Target Group
• Idea behind Radio Mirchi
• Age Group 15-25
SEC A & B
• Students, youth and young
working adults.

Segmentation, Targeting &
Positioning

Segmentation Variables
● Geographic
● Demographic
● Psychographic
● Behavioral
● Other (anything!)
No single best way to segment a market.
Often best to combine variables and identify
smaller, better-defined target groups.
Market Segmentation -
Principles

• Helps in distinguishing one customer from
another
• Helps to adapt to the offering to the target
market
• Enable dividing the market and conquering
them
• Helps in making market efforts more
efficient
Benefits of Segmentation

Market Targeting
Company
marketing
mix
Market
Company
marketing mix 1
Company
marketing mix 2
Company
marketing mix 3
Segment 1
Segment 2
Segment 3
Segment 1
Segment 2
Segment 3
Company
marketing
mix
Undifferentiated
marketing
Differentiated
marketing
Concentrated
marketing

Positioning
• “YOUTHFULL” & “HOT”
• Channel that will make u happy
and full of energy
• “Radio Mirchi Sunane wale
hamesha khush”

• The case says that if market properly
segmented and poisoned will help to
increase positive image.
• Consumers are always heterogeneous
in nature so they always very in
purchasing habits so it's important to
marketer to be segmented on the basis
of homogeneity
• Position can be done through
continuous and mass communication.
Conclusion

Lifeboy Stratergy

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