1. LIFEBUOY SOAPS
By-
Nidhi Shrivastava
MBA-C

2. 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

4. 1966*
1914 – 1970s

5. In India
 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

6. 1935 – 2000
 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”

8. 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.’
 Market share rose from 12% to 18%

10. 2003 Initiative
 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

11.  Aid of laboratory tests, providing germ
protection
 Target was the ‘discerning housewife’
 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'.

14. Other
 'Global Handwashing Day’
 Lifebuoy health mission
 'fastest soap’
 ‘Glo-germ’ demo
 ‘Healthy Hindustan’

15. Pricing
In India
LIFEBOUY HAND SANITIZER TOTAL 55ML Rs.50.00
LIFEBUOY HAND WASH NATURE REF 900ML Rs.147.00
LIFEBOUY H W ACTIVE FRESH REFIL 180ML Rs.34.00
LIFEBOUY HAND WASH ACTIVE FRESH 200ML Rs.54.00
LIFEBUOY ACTIVE RED 120GMS Rs.21.00
LIFEBUOY TOTAL 90GMS*3PACKS Rs.48.00
LIFEBUOY TOTAL HEALTH ACTIVE RED 75GMS Rs.10.00
In other countries
India (120gm) USA (120gm) UK (85gm)
Rs. 21 Rs. 187.55 ($3.5) Rs.84 ( £ 1 approx)

16. Comparitive pricing with
competitor
Liquid Soap:
LIFEBUOY HAND WASH NATURE DETTOL FRESH LQD HW REFILL
REF 180ML 185ML
Rs.36.00 Rs.35.00
Soap bar:
LIFEBUOY ACTIVE RED 120GMS Rs.21.00
DETTOL COOL SOAP 125G Rs.34.00
LUX INTL.CREAMY SOFT 125G Rs.40.00
MYSORE SANDAL GOLD 125 G Rs.60.00
SANTOOR SANDAL & TURMERIC SOAP 150GMS Rs.35.00
CINTHOL DEO SOAP CLASSIC 125GMS Rs.65.00
HAMAM SOAP 150GMS Rs.35.00
DOVE GENTLE EXFOLIATING 100GMS Rs.47.00