Lifebuoy soap was introduced in India in 1895 and was initially marketed based on its promise of health and hygiene. It became known for its jingle promoting its ability to protect against germs. Over time, Lifebuoy went through different stages of its product lifecycle, initially growing due to its positioning as a germ-killing soap targeted towards men. It later matured and saw declining market share due to new competing soaps and changing consumer preferences. This led Lifebuoy to undergo a brand rejuvenation process where it broadened its target audience and added new fragrances and grip designs to appeal to more customers.

1. Presented By:
Siddharth Tripathi

2. INTRODUCTION
 Inception in India in 1895.
 Its promise of „health & hygiene‟ was platform of its
business.
 Its jingle „tandurusti ki raksha karta hai Lifebuoy…‟ made
it perceived as a red carbolic soap (germ protection).

3. Product Life Cycle

4. Product Life cycle of Lifebuoy
 Introduction:
 Introduces in 1895, officially sold from 1935.
 It was a brick size carbolic soap.
 It was associated with health & well being.
 It was first targeted at men and masculine health.
 Growth
 Germ killer soap.
 Rural market.
 Strong promotion.

5. PLC Cont….
 Maturity
 Stagnant market share.
 Same brand image.
 Reached maturity on over hundred years of product
existence.
 Market share in carbolic segment was 95%
 Decline
 The brand didn‟t declined (market share declined) as
the brand rejuvenation process was performed.

6. Reasons for decline in market share
of Lifebuoy
 Introduction of new soaps with fragrances.
 Positioning of sanitary soap.
 Introduction of new germ killing soaps.
 Why Lifebuoy?
 Women as decision maker.
 Size & smell.

7. Brand Life cycle
 Lifebuoy was associated with germ-killing.
 Positioned as macho soap.
 Now it has become a family soap.
 From sanitary to bathing soap.
 Competition with Dove, Detol etc.

8. Brand Rejuvenation
 Traditional male victorious concept of health to a more
responsible concept of „health for the entire family‟.
 Introduction of Active B in soaps.
 An easy grip and a modern look and various fragnances.
 Campaigning (Swashthya Chetana).
 New slogan “Koi Dar Nahi”.
 From sanitation to bathing
soap.

9. Bibliography
 http://businessstretegy.blogspot.in/2010/10/success-
story.html
 http://articles.economictimes.indiatimes.com/2011-03-
23/news/29178563_1_lifebuoy-global-brand-soap
 http://www.termpaperwarehouse.com/essay-
on/Lifebuoy/109473

10. Thank You