1. LIFEBUOY Group 3 C003 – Harsh C014 – Manogna C024 – Pratik Jain
C036 – Neerav
C046 – Ankit Prasad
C057 – Shivendra
C067 - Hemangi

2. HUL Indian consumer goods company based in Mumbai, Maharashtra.
Owned by Anglo-Dutch company Unilever which owns a 52% controlling
Share in HUL.
HUL's products include foods, beverages, cleaning agents and personal
care products.
1931
Hindustan Vanaspati Manufacturing Company
1933
Lever Brothers India Limited
1935
United Traders Limited
1956
HUL was born with merger of the 3 companies

3. Lifebuoy total 10, lemon fresh mild care, cool fresh
HUL
Personal Care
Personal Wash
Lifebuoy
Soap
Handwash
Body Wash
Lifebuoy total 10, lemon fresh
mild care, cool fresh
moisture plus, betel leaf
vita protect, clini-care Complete
clini-care Fresh
Hand Sanitizer
Lifebuoy total 10
Lifebuoy mild care
Lifebuoy cool fresh
Lifebuoy green tea
Lifebuoy kitchen fresh
Lifebuoy colour changing
Men's Range
Hydrating Deodrating
Foods
Water Purifier

4. Lifebuoy Lifebuoy is the world’s largest selling soap.
Lifebuoy has large market shares in the US, Europe, South Asia and Brazil.
Approximate market share of 15% in India.
Lost market share in the 90s due to aggressive competition and changing preferences.
Successfully re-launched as a modern brand.
Lifebuoy’s USP continues to be the health factor.

5. Lifebuoy Markets

6. Products Symbolizes health and hygiene
Introduced new variants from time to time
Lifebuoy total 10
Lifebuoy lemon fresh
Lifebuoy mild care
Lifebuoy cool fresh
Lifebuoy moisture plus
Lifebuoy betel leaf
Lifebuoy vita protect
Lifebuoy clini-care Complete
Lifebuoy clini-care Fresh

7. Rural markets are extremely price sensitive!
Rural Marketing
4 A’s
Availability
Affordability
Awareness
Acceptability
Rural markets are extremely price sensitive!

8. Price
HUL has made sure that Lifebuoy is available to the masses and thus has priced it competitively
Surprisingly Lifebuoy soap has more presence in the rural market than in the urban market
HUL launched Lifebuoy at a price of Rs. 2 to target rural markets
At present its price is Rs. 10
Lifebuoy is also available in 38-gm stock keeping units that cost Rs 5, in rural areas. This aids easy product penetration

9. Price Per Variant Product Package Size Price (Rs.) Lifebuoy Care Bath
120 gm 15
90 gm 12
Lifebuoy Deo Fresh Soap 10
Lifebuoy Milk Care Soap
Lifebuoy Nature Bath 13
Lifebuoy Skin Guard
75 gm
Lifebuoy Total
80 gm

10. Place-Distribution Channels
Distribution across 50 lakh + stores across the country
Very Intensive Distribution
Appointed 6000 such sub- stockists
Covers about 50,000villages, reaching about 250 million consumers
Swasthya Chetna project- Increased the outreach substantially
Suppliers
HUL
CF&A
Stockist
Retailer
Consumer

11. Promotion Promoted through Television; Radio; Newspaper
Through local bodies like ‘Gram Panchayat', ‘Swasthya
Parishad' by offering knowledge for using good and
anti-germ products
Lifebuoy Superfast Handwash- 99.9% Germ Killed in 10 seconds
In Rural sectors:
Through radio and sponsoring programmes like ‘Krishi Darshan' and ‘Aap ka Swasthya' programmes
Walls were painted with the name ‘LIFEBUOY’

12. Lifebuoy Roti Reminder
Carried the branded message “Lifebuoy se haath dhoye kya?” – in
Kumbh Mela
Amassed huge customer attention
More than 2.5 million branded rotis will have been eaten by the end
of the month-long campaign

13. Power of Celebrity
Wasim Akram – brand ambassador in cricket passionate Pakistan
In Vietnam the popular actress Hong Van was chosen as the Lifebuoy celebrity ambassador
Also focuses on 5 times hand wash

14. Kids Cartoons A glowing girl representing
everything that is energetic and clean, reminding children to use soap at least once a day at bath-time.
A loveable creature who
reminds children to wash their hands after using the toilet.
Triplets who talk about washing hands with soap before eating breakfast, lunch and dinner respectively.

15. Social Media Presence Likes 4,189,346 Posts 0 Post Engagement Total 0
Followers 1,463
Tweets 4
Tweet Engagement Total 9
Plus Ones 1
Subscribers 532
Videos 88
DATA RECORDED FOR PERIOD JUL 24 - AUG 22, 2014

16. Segmentation Health conscious users Segmentation
The segmentation on basis of three price ranges – Economy, Popular and Premium.
Lifebuoy falls in the
economy category.
Segmentation
Geographic Segmentation:
Targeting developing Economies like India, Africa, Indonesia, South America
Behavioral Segmentation:
Occasions – all regular occasions Benefit Sought – anti-bacterial / ease of use
Demographic Segmentation:
Social class: Middle & Lower class.
Psychographic Segmentation
Health conscious users

17. Targeting Targets rural areas with household income>7000
Urban Areas - targets all the household except premium
customers
Majority customers in developing economies

18. Positioning 1935 – 2000 To use sports as the communication idiom
Targeted towards men- male and sporty
Universal symbol of good health keeping in pace with its 25yrs image of association with good health
Targeted at the male user with an individual-oriented “success through health” positioning
Will remain healthy if you use Lifebuoy. You will be able to play hockey or football well'
Catchy jingle with energetic and pulsating music 
“Lifebuoy hai jahan ,
Tandarusti hai vahan”
VDO – lifebouy football ad

19. Positioning 2002- The Revamp
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’
Target was the ‘discerning housewife’

20. Positioning Aid of laboratory tests, providing germ protection
Positioning was ‘health protection for family and me’
Without diluting the age old positioning of health and freedom from germs
Changed communication from
'You will be healthy if you use Lifebuoy' To
'You will not fall ill if you use Lifebuoy‘
Market share rose from 12% to 18%
Vdo -ladies

21. Positioning 2003 Initiative 2004 – Re launch
Bargain basement price of 2 rupees
enable deeper penetration into the rural market
2004 – Re launch
new curved shape
an easy grip’ and a modern look
Four choices –
Lifebuoy Strong,
Lifebuoy Fresh,
Lifebuoy Gold and
Lifebuoy Naturals

22. Vdo - gandhiji

23. Positioning 2011 Repositioning :
Lifebuoy started being sold on a ‘seasonal' platform with the communication proposition being ‘Protection from 10 infection causing germs'.   The ten germs being are flu, sore throat, respiratory infection, dysentery, diarrhoea, rash, skin infection, sore eyes, pimples and ear infection.

24. Branding

27. Brand extension
EXTENSION

28. Branding Campaigns ‘Global Handwashing Day’ Lifebuoy health mission
‘Healthy Hindustan’
Help a Child reach 5
There are two ways to make people aware of health. One is to scaremonger and the other is to empower
Vdo – kids handwashing

29. Global Handwashing Day
• Over 25 million pledges were made on Global Handwashing Day
• Over 6 million people shared their pledges on the Lifebuoy Global Facebook page
• Over €11.5 million worth of media coverage was received globally
• Over 51.5 million people were reached

30. Little Doctors & Jump Pump
Children develop much of their behaviour during their primary school years    
‘Little Doctors’ from winning schools learnt how to encourage their fellow students to adopt good hygiene habits, particularly hand washing with soap

31. ‘Swasthya Chetna’ – The Health Awakening
Lifebuoy health officers visited 43,000 villages and schools over five
years
Product demonstrations, interactive visuals, competitions and drama
workshops
‘visible clean is not actual clean’
‘Glowgerm’ UV demo
Reached 110 million Indians
Awareness of germs has
increased by 30%
RESULTS : Soap use has increased
among 79% of parents and
among 93% of children Soap
consumption has increased by 15%

32. 'Help A Child Reach 5'. It's a multipronged initiative.
Thesgora in Madhya Pradesh
Deaths of young children from pneumonia and diarrhoea

33. Consumer Buying Behaviour
Undergone significant changes over time:
Social - Major shift in consumer behaviour when the role of the decision maker changed from the husband to the wife/mother.
Cultural - Changing culture of the country - changed the perception from being a standard product to a lower class and economical product.
Personal - With the advent of multiple brands in the soap market the mass appeal that Lifebuoy had enjoyed was eroded to a great extent.
Psychological - While Lifebuoy retained its image of a germ-killing soap, it progressively moved from a body soap to more of a hand wash soap.

34. SWOT Analysis S W
First soap to use carbolic acid, which gave it a red colour and strong, medicinal scent
Successful ‘Swasthya Chetna Programme’ which touched the lives of 70 million people across villages
Most popular soap brand specially in the rural market
Lower market penetration in urban areas
Not been perceived as a beauty soap, and is mainly used just for washing hands
Competitor brands offering similar levels of protection
Considered to be a low-end product, and may find it difficult to move up in the segment
To break the shackles of being perceived as a men’s soap
Imparting education about importance of hand washing to prevent spread of germs T O

35. Points of Parity & Points of Difference
Brands focus on cleanliness
Brands focus on fragrance
Brands focus on family & quality
(POP)
Lifebuoy se haath dhoye kya
Kumbh Mela 2013
(POD)
Focus on health at a premium price
Campaign against diarrhea
So, Will people wash their hands before they eat, let’s pray they do.

36. Competitors

37. B C G M A T R I X
LIFEBUOY

38. BARRIER MATRIX Y X E X I T B A R S WORST Low Returns High Risk GAMBLE
High Returns
High Risk
BEST
LIFEBUOY
High Returns
Low Risk
STABLE
Low Returns
Low Risk X
E N T R Y B A R R I E R S

39. Lifebuoy baby talcum powder
New Target Market ?
How about targeting baby care products?
Lifebuoy baby shampoo Lifebuoy baby oil
Lifebuoy baby talcum powder
Will Unilever be able to increase the sales volume then
Will it be able to reach the masses
But it happened in past.
While re-launching lifebuoy in 2000, lifebuoy started targeting family and not just male consumers thus increasing the market segment.

40. New Segments? Lifebuoy Shampoo? Lifebuoy Conditioner?
Lifebuoy Colour Changing Germ Protection Handwash
Lifebuoy Handwash
Lifebuoy Sanitizer
Lifebuoy Clini Care
Lifebuoy Soap Bar
Lifebuoy Shampoo?
Lifebuoy Conditioner?
Lifebuoy Hair Oil?
Lifebuoy Talcum Powder?
Lifebuoy Perfume?
Lifebuoy Deodorant?
Lifebuoy Toilet Cleaner?
Lifebuoy Floor Cleaner?
Lifebuoy Antiseptic Liquid?
Lifebuoy Fabric Conditioner?
Lifebuoy Liquid Detergent?
New Segments?

41. ISSUES
The major limitation of lifebuoy is that, it has targeted only one segment of the rural market.
The age group of 0-20 and remains untapped.
The opinion leader i.e. the doctor is also not so appealing to the rural people.
Hence their opinion leader fails to promote the product.
 Positioning Problem in the urban markets: Not been able to keep many of its urban audiences interested. Despite attempts to refresh itself every few years.
In rural markets Lifebuoy has to build a relevance of germs.