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History of Lifebuoy Handwash Brand in India
- 3. 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. 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
- 5. Segment-Personal Care – Soap, Hand Sanitizer, Hand Wash Target Group-All households, to provide a 100% anti-bacterial soap for complete protection Positioning-Lifebuoy's handwash goal is to provide affordable and accessible hygiene and health solutions Parent Company-HUL Category-Personal Care – Soap Sector-FMCG
- 8. SWOT Analysis Strength First soap to use carbolic acid, which gave it a red color and strong, medicinal scent Wide portfolio for the Lifebuoy brand ranging which includes Soap, Hand Sanitizer and Hand Wash High consumer awareness for the brand of Lifebuoy Most popular soap brand specially in the rural market Excellent brand visibility and extensive distribution Weakness Lower market penetration in urban areas as compared to rural areas Initially positioned as a masculine soap, which was eventually turned as a family soap. Not been perceived as a beauty soap, and is mainly used just for hand washing
- 9. Opportunities The Lifebuoy ‘Swasthya Chetana programme’ uses a‘direct consumer contact’ methodology, and touches the lives of 70 million people in 18,000villages Imparting education about importance of hand washing to prevent spread of germs Used global epidemics like swine flu to further promote products for better hygiene and protection Threats 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
- 11. Age: 6-50+ Gender: anyone Income: 5000+ Target area: low income group Benefits: total protection antiseptic User status: regular usage
- 12. Social class: middle & lower class Life style: outdoor oriented, sports oriented Target area: urban , semi urban, rural World region: Asia , Africa, Latin america Cities: all cities
- 13. Swasthya Chetna Campaign FIRST LARGEST RURAL HEALTH EDUCATION PROGRAM. DIARRHOEA WHICH KILLS 3 Mn PEOPLE EVERY YEAR CAN BE REDUCED BY 48%. VISIT VILLAGE SCHOOL TO TEACH IMPORTANCE OF HANDWASHING. RECRUIT CHILDREN AND THERE PARENTS ON VOLANTRY BASIS. STARTED WITH 8 STATES AND COVER Mn PEOPLE. SALES DURING PERIOD INCREASED BY 20%. ACCORDING TO HUL ITS ‘MARKETING PROGRAM WITH SOCIAL BENEFIT’. HANDWASH BEHAVIOUR CHANGING PROGRAMME
- 14. Pricing strategy Quantity 200 ml 200ml 215ml 215ml Type active fresh nature care total Price Rs.60 Rs.60 Rs.55 Rs.60
- 15. Marketing Strategies Product Strategy- Introduction of new models Price and Promotion Strategy- Penetrating Pricing (Rapid Penetration) Distribution Strategy- Increase in distribution coverage
- 16. Distribution table Suppliers Lifebuoy distribution strategy Distributor Wholesaler Wholesaler Retailer Urban/rural Retailer Urban/rural Retailer rural
- 19. Wasim Akram, Former Cricketer and Heroine- Kajol As BRAND AMBASSADORS
- 20. “Use lifebuoy hand wash daily and keep your hands like Lilly”