Have to confess that this is a rip off from many other slides^^

1. PRESENTED BY:
GAURAV A.M.
GAURAV WAHI
GEETHA JOSEPH
GEORGE T.CHERIAN
VAMSI KRISHNA
GYAN PRAKASH

2.  Established in the 1890s
 On any given day, two billion people use
Unilever products
 With more than 400 brands focused on health
and wellbeing.
 Nutritionally balanced foods to indulgent ice
creams, affordable soaps, luxurious
shampoos and everyday household care
products.

3.  Clear
 Close Up
 Dove
 Lifebuoy
 Lux
 PS
 Pond's
 Rexona
 Sunsilk

4.  Created by the Lever Brothers soap factory in
1894.
 It was the first soap to use carbolic
acid, which gave it a red color and
strong, medicinal scent.

5.  Lifebuoy's goal is to provide affordable and
accessible hygiene and health solutions that
enable people to lead a life without fear of
hygiene anxieties and health consequences

6.  First launched in UK
 Country was under severe grip of plague during mid- 1890s.
 Core promise there in the name itself.
 Advertisement was focused on sweaty men representing hard
work and heroic deeds of the period. Jai jawan and Jai kisan.
 70 million people educated.
 About half of consumption from rural Asia, where population
- less than US$1 per day

7.  Played a role in times of crisis, helping to
prevent the spread of germs and disease.
◦ During the Blitz of London in 1940
◦ Lifebuoy soap were donated to UNICEF
◦ Vietnam 2009, 1,000,000 bar soap Fund
◦ Lifebuoy was awarded a 'Citizen Brand' accolade in
Indonesia
 Ranked top 9th „Brand Equity Most Trusted
Brands of 2008‟(Economic Times)

8. SEGMENTATION
 The segmentation of the soap market can be done on the basis of
three price ranges – Economy, Popular and Premium. The price
differential between the premium and economy segments is about 2X.
The popular and economy segments accounts for about 4/5ths of the
entire market for soaps.
 Price for 100 Gms.
 Premium (priced at Rs.40 & more)
 Popular (priced at Rs.20 to 30)
 Economy (priced upto Rs.15)

9.  Lifebuoy falls in the economy category. HLL’s premium category soaps
include Pears, Dove, Liril whereas Hamam, Rexona & Lux falls in the
popular category. It can be diagrammatically shown as follows:
Premium (Priced at Rs.15 and more)
Popular (Priced at Rs.11 to Rs. 14)
Economy (Priced at Rs.10)

10.  Cities: All cities of India
 Target Area: Urban,SemiUrban, Rural.
DEMOGRAPHIC SEGMENTATION
• Age: 6-50+
•Gender: Anyone
•Income: Rs.5,000+
•Target Area : Lower income group

11. BEHAVIOURAL SEGMENTATION
 Benefits: Total protection
antiseptic soap.
 User status : Regular user
PSYCHOGRAPHIC SEGMENTATION
• Social class: Middle & Lower class.
• Lifestyle: Outdoor- Oriented, Sports-Oriented

12. POSITIONING
 The Indian soap market is huge, diverse and constantly
evolving. In terms of benefits sought by consumers, the
market can be divided into four broad segments –
health, naturals, beauty and freshness.
 Lifebuoy is been positioned by its uses & applications. It is
been positioned as a complete family health soap.

13. POSITIONED FOR
Lifebuoy Total mothers with active kids
Lifebuoy Deo Fresh young adults who lead active lifestyles
Lifebuoy Active Green As herbal soap
Lifebuoy Gold Care for sensitive skin
Lifebuoy Clear Skin for pimple free skin

14. "Visibly clean is not really clean"

15.  Initiated in 2002 as a rural health and
hygiene initiative in India.
 Started with 8 states & covered 70mn people.
 In partnership with local government
bodies, visited rural schools to teach the
importance of hand wash with soap.
 The element of Lifebuoy Swasthya Chetna
that involves children focuses on fun, using
stories, games, songs and quizzes.
 Recruited school children & their parents on a
voluntary basis to spread the message.
 Efforts are made to ensure that the learning
does not fade over time.

16.  According to HUL it was a
“Marketing Programme with Social
Benefit”.
 Covering 130 million people in
30,000 villages since
2002, becomes largest private
hygiene education project in the
world.
 On April 7, 2006, on the occasion
of World Health Day, the
Department of Posts released a
special Lifebuoy 'Swasthya Chetna
Postal Cover„; HLL became India's
first brand to be featured on a
postal cover.
 Sales during this period increased
by 20%.

17.  HUL introduced „Lifebuoy‟ in 1895. with the promise that that it
kills germs and keeps the body healthy. Known as The Health
Soap.
 Lifebuoy coined a distinct and jingling advertising campaign
during that period, Tandurusti ki raksha karta hai
Lifebuoy..., which survived for several decades.
 HLL launched a new product called „Lifebuoy Special‟ as a line
extension with a distinct perfume that would convey the
deodorant properties along with its main stream of strong
medicinal carbolic smell.
 Few products intertwine with the brand in such a way that
consumers perceive the product as brand. Lifebuoy carbolic soap
became so popular during 2nd half of 20th century that any red
coloured bath soap was perceived by rural consumers as Lifebuoy

18.  1990s, the soap industry witnessed rapid growth and consumer
markets flooded with wide variety of new soap products.
“This picture of a sweaty, hardworking man bathing with a hard, red
carbolic soap, on the tandurusti (health) platform somehow stood
the test of time and continued till well into the 1990s.”
But its monopoly was challenged by new brands with more value
prepositions such as freshness, beauty care, nature-care.
 By 1996, soaps, detergents and household care products of HLL
fell from the heights of 69% in 1992 to 45% in 1996 due to the
increased competition from Nirma, etc.
 By the end of the 20th century, Lifebuoy witnessed a steady
decline in market share.

19.  “Managing the lifecycle of a brand means
anticipating and preparing for brand „after life ‟
 Line extensions, innovative methods of delivery,
next generation products are fast becoming the
new „after-lifeblood‟ of the industry.”
 But the marketing strategies of HLL enabled the
brand to rejuvenate its life cycle by repositioning
the brand with several new products.

20.  Backed by high advertising budgets, it
injected new products targeting higher
segments of Indian society
 The new product was launched with a shift in
positioning from a „male brand‟ to a „family
brand‟ by offering new fragrance, extralather
and a new Active-B formulation that offered
protection against germs that cause
infections in the stomach, eye and in cuts and
bruises.

22. BRAND EXTENTION
LIQUID
LIFEBUOY TALCUM SHOWER
HANDWASH
POWDER GEL