1. Presented By: Amjad Hussain (B13008) Anirban Kramakar (B13010) Manish Kumar Pandey (B13032) Neha Singh (B13038) LIFEBUOY

2. AGENDA Overview of Lifebuoy Positioning and Repositioning Competitor’s Analysis Market Research Analysis

3. OVERVIEW OF LIFEBUOY Started by the lever brother’s in 1895 First soap to use carbolic acid, which gave it a red color and strong medicinal sent Officially launched in India in 1935 Largest selling soap in india by 1940

4. POSITIONING AND REPOSITIONING  Positioning  Initially positioned as a soap for male  It successfully positioned as a quality anti-bacterial soap  Repositioning  In 2002 it changed as a family brand  As a family brand lifebuoy improved its quality and fragrance

6. ADVERTISEMENT Initial tagline was “Lifebuoy hai jahan tandurusti hai wahan” Came up with excellent theme “healthy hoga hindustan” For rural market Swashthya Chetna project Putting stalls in maha kumbh mela in Allahabad Concentrated through radio and sponsoring programmes like ‘Krishi Darshan’ and ‘Apka Swasthya’

7. SEGMENTATION Geographic:- Main focus is in rural area Demographic:- Main target area are lower income group Target on above 5000 income holder Psychographic:- Social class:- Middle & Lower Class Lifestyle:- Outdoor-oriented, Sports oriented

8. PRODUCT ANALYSIS

9. COMPETITORS Direct Competitors:- Dettol Savlon Generic Competitors:- Traditional kitchen item like “Haldi and Besan” Multani Mitti

10. RESEARCH TECHNIQUES Data Collection Methods:- Face to face Online Survey Sampling Size: 60 Data Analysis Method:- Likert Scale Pie Chart Bar Chart Rating Scale

11. RESEARCH ANALYSIS When you think of soap which brands comes to your mind ?

12. Hypothesis 1 Factor of “hygiene” is the key factor for consumer buying lifebuoy. Hypothesi s 1

13. RESEARCH ANALYSIS Rank out of five the following features you look for in a soap ( 5 for most preferred and 1 for least preferred )

14. RESEARCH ANALYSIS Rate the following attributes which help you to decide which brand to buy ( 5 for most preferred and 1 for least preferred )

15. RESEARCH ANALYSIS Please rate the brand with given parameters ( 5 for the most preferred and 1 for the least preferred )

16. Hypothesis 2 Lifebuoy handwash is more popular in urban area than lifebuoy soap.

17. RESEARCH ANALYSIS What do you prefer for hand wash ?

18. Hypothesis 3 Advertisement play a significent role in consumer buying behavior in lifebuoy

19. RESEARCH ANALYSIS Which other brands of soap are you aware of ?

20. RESEARCH ANALYSIS Associate the following taglines with the corresponding brands.

21. RESEARCH ANALYSIS To what extent advertisesement influence your buying behavior for soap

22. RECOMMENDATION More Emphasis on Hygiene Strengthen availability

23. THANK YOU