2. INTRODUCTION
ď 1894- William Hesketh
Lever launched Lifebuoy
in the UK as the Royal
Disinfectant Soap
ď Lever discovered
carbolic acid as he
sought the perfect
formula for soap that
could combat germs and
still be affordable to
everyone
5. In India
ď Officially launched in India in 1935
ď Indiaâs oldest personal wash brand
ď Always stood for health and
hygiene, delivered through germ
protection
ď Sales on more than 5bn per day
ď Had stagnant market share
ď Stood for its health â plate-form
ď Was brick red in color with carbolic
ingredient
6. 1935 â 2000
ď In 1964 - first major re-launch.
ď to use sports as the communication idiom
ď Targeted towards men
ď Universal symbol of good health keeping in pace
with its 25yrs image of association with good
health
ď Pinched aspirational needs.
ď Catchy jingle with energetic and pulsating music.
âLifebuoy hai jahan ,
Tandarusti hai vahanâ
7.
8. 2002- The Revamp
ď No longer just a carbolic soap with
cresylic perfume
ď Ingredient : Active-B, which protects
users against germ infections.
ď Superior bathing experience.
ď From the âtraditional, male, victorious
concept of healthâ to a more
responsible concept of âhealth for the
entire family.â
ď Market share rose from 12% to 18%
9.
10. 2003 Initiative
ď Bargain basement price of 2 rupees
ď enable deeper penetration into the rural market
2004 â Re launch
⢠new curved shape
⢠an easy gripâ and a modern look
⢠Four choices â
Lifebuoy Strong,
Lifebuoy Fresh,
Lifebuoy Gold and
Lifebuoy Naturals
11. ď Aid of laboratory tests, providing germ
protection
ď Target was the âdiscerning housewifeâ
ď Positioning was âhealth protection for
family and meâ
ď Without diluting the age old positioning of
health and freedom from germs.
ď Changed communication from
'You will be healthy if you use
Lifebuoy'
To
'You will not fall ill if you use Lifebuoy'.
12.
13.
14. Other
ď 'Global Handwashing Dayâ
ď Lifebuoy health mission
ď 'fastest soapâ
ď âGlo-germâ demo
ď âHealthy Hindustanâ
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 ( ÂŁ 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
Hinweis der Redaktion
VDO â lifebouy football ad
Vdo -ladies
Vdo - gandhiji
There are two ways to make people aware of health. One is to scaremonger and the other is to empowerVdo â kids handwashing