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.

1. LIFEBUOY -- RURAL MARKETING GROUP NO. 1 ABHISHEK KUMAR ATUL SHARMA DHRUV SINGHAL ISHAN MISHRA KANISHK GAUTAM SAUMYA SRIVASTAVA

2. INTRODUCTIONlifebuoy first launched in 1895.

3. Initial target : tough, labor class man’s.

4. hard rectangular bar, red in color.

5. strong carbolic scentSUCCESS AND COMPETITION FROM OTHERSNEW CAMPAIGN – TO MAKE HANDS GERMS FREE  LARGEST SELLING SOAP IN INDIA BY 1940.IN 1992 NIRMA LTD. LAUNCHED NIRMA BATH SOAP AT HALF PRICE OF LIFEBUOY.SUCCESS OF NIRMA ENCOURAGED OTHERS TO TARGET THE VALUE FOR MONEY SEGMENT.LIFEBUOY’S MARKET SHARE SLID DOWN FROM 15.4% IN 1997 TO 12.5% IN 2001.

6. RELAUNCHING LIFEBUOYIN 2002 LIFEBUOY WAS RELAUNCHED.WAS A MILD SOAP WITH A FLORAL SCENT.TARGET – FROM MALE CONCEPT TO ENTIRE FAMILY, BENEFICIAL FOR HEALTH CONCEPT.SIZE DECREASED FROM 150gms to 125gms AND PRICE INCREASED FROM 8.50 TO 9.MARKET SHARE – 18% IN 2002.

7. RURAL MARKETINGHLL FOCUSED ON RURAL MARKET  70% OF ITS SALES.TWO MAIN PROBLEMS IN RURAL MARKETING :-AVOIDING SOAP IF HANDS DID NOT APPEARS DIRTY.IN VILLAGES NO ACCESS TO MASS MEDIA SUCH AS TV AND RADIO.

8. RURAL MARKETING AND PROMOTIONHLL HIRED TWO-PERSON TEAMS TO GO INTO VILLAGE SCHOOLS AND TEACH YOUNGSTERS BETWEEN AGES OF 5 AND 13 ABOUT INVISIBLE GERMS.LATTER PARENTS AND VILLAGE ELDERS WERE APPROACHED.IN 2002, RURAL CONTACT PROGRAMME.LAUNCHED “LIFEBUOY SWASTHYA CHETANA PROGRAMME” MEANT “HEALTH AWAKENING”.

9. RURAL MARKETING AND PROMOTION (CONTD.)

10. RURAL MARKETING (CONTD.)In 2003, HLL, MAKING LIFEBUOY AVAILABLE AT BARGAIN PRICE OF RS. 2 IN RURAL MARKETAT RETAIL LEVEL.IN RURAL MARKET IS EXTERMELY PRICE SENSITIVE.4 A’S OF RURAL MARKETING :-AVAILABILITYAFFORDABILITYAWARENESSACCEPTABILITY

11. NIRMA –RURAL MARKETINGNirma is one of the few names – that is instantly recognized as a true Indian brand Nirma has always practiced ‘VALUE FOR MONEY’ .Nirma literally captured the market share by offering value-based marketing mix of four P’s ,i.e. a Perfect match of product, price, place and promotion

12. INTRODUCTION NIRMA was started in the year 1969 by KarsanbhaiPatel,inAhmedabad in Gujrat .Chemist by profession named NIRMA, after his daughter NIRUPAMASuccessful journey began with sale of 15-20 packets of nirma washing powder a day which was YELLOW in colourLower in quality than surf but far more effective than traditional slab of soap

13. Strategies followed for successStockist made responsible for all transportation & delivery cost who were mainly relatives & family membersDistribution dependent on prepayment for stocksCame up with ads in the late 1970s with catchy jingles and stockist were responsible for 50 % funding of promotional expenditureHis daughter name attached to company gave distinctive and personal aspect that helped nirma stand out from others

14. KEY DIFFERENCES OF NIRMA & HLLPriceIngredientsSoda ash –main raw material abundant in gijaratFocused on tier 4 i.e. 4 billion people who live mostly in developing countries

15. World pyramid

16. NIRMA-FINALLY WON THE WAR OF BUBBLESRegional product bring permanent successOutnumbered hll sale in rural areasTake advantage of the vacant market left by hll which was thought to be not penetrable but them1/3 rd price of regular price was the enough harbinger of nirma to survive in marketBecame number 1 brand in asia : focused on massive market segment that was hungry of getting a good quality product at affordable price

17. HOW HLL REACTEDWhen nirma came with detergent bar to compete with rin, this time hll took it seriously & came up with project sting & put its plan in to action

18. SWOT ANALYSIS OF NIRMASTRENGTH:BACKWARDINTEGRATION (Into 2 main raw materials- alkyl benzene and soda ash)‡MARKET LEADERSHIP‡DISTRIBUTION NETWORK

19. SWOT CONTINUED… WEAKNESS:‡Image of CHEAP brand.‡Less presence in the premium brand segment.‡Lack of global tie ups