prepared for a marketing project

1. PRESENTED BY:
 MISS PRADHNYA A. TAKALKHEDE (46)
 MISS PRAJAKTA G. MOON (27)
 MISS SNEHA N. KHAPARDE (19)
 MISS SANDHYA KOTKAR (20)
 MISS AARTI GAJWANI

3. "When you go to a doctor, there are some very
strict, disciplinarian ones and there are some who
make light of the illness. Lifebuoy is the second
kind of doctor", says AmerJaleel, NCD,
LoweLintas.

4.  In 1931, Unilever set up its first Indian subsidiary, Hindustan
Vanaspati Manufacturing Company, followed by Lever Brothers
India Limited (1933) and United Traders Limited (1935). These
three companies merged to form HUL in November 1956.
 Hindustan Unilever Limited (HUL) is India's largest fast
moving consumer goods company, with leadership in Home &
Personal Care Products and Foods & Beverages. HUL's brands,
spread across 20 distinct consumer categories, touch the lives of
two out of three Indians.

5.  HUL meets everyday needs for nutrition, hygiene, and personal care
with brands that help people feel good, look good and get more out
of life. It is a mission HUL shares with its parent company Unilever.
Unilever sells Foods and Home and Personal Care brands in about
100 countries worldwide.
 HUL is also one of India's largest exporters. It has been recognized
as a Golden Super Star Trading House by the Government of India.
HUL's brands like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair &
Lovely, Pond's, Sunsilk, Clinic, Pepsodent, Close-up, Lakme, Brooke
Bond, Kissan, Knorr-Annapurna, Kwality Wall's are household
names across the country and span many categories like soaps,
detergents, personal products, tea, coffee, ice cream, etc.
 Exports are a substantial business in HUL, accounting for about 12%
of the company's turnover which includes beverages, marine
products, rice & castor.

6. HUL
Home &
Foods Water Purifier
Personal Care
Personal
Wash
Lifebuoy
Hand Body Hand Men’s
Soap
wash wash Sanitizer Range
Lifebuoy Total Protect
Lifebuoy Mild Care
Hydrating
Lifebuoy Nature Pure Lifebuoy Total Deodrating
Lifebuoy Active fresh
Lifebuoy Care
Lifebuoy Vita Protect
Lifebuoy Moisture Plus
Lifebuoy Clear skin

7. Lifebuoy Bar Soaps
 Mothers are the true
experts when it comes
to their family‟s health.
These six variants help
you protect your family
from the 10 infection
causing germs and stay
one step ahead of them.
 Lifebuoy Totalprotect
 Lifebuoy Mildcare
 Lifebuoy Naturepure
 Lifebuoy Activfresh
 Lifebuoy Vitaprotect
 Lifebuoy Moistureplus

8. Lifebuoy Clear Skin
Lifebuoy Clear Skin
provides specialist
protection from acne,
which results from oil and
dirt coming together.
Mineral clay or "multani
mitti" absorbs the oil from
your skin, while washing
away germs and dirt to
greatly reduce the
incidence of acne. In fact,
Lifebuoy Clear Skin is
proven to reduce acne by
up to 70% in six weeks,
guaranteeing visibly

9. Lifebuoy Hand wash
 Clean, germ-free hands are
the key to good health, as
ingestion of germs from
unhygienic hands at
mealtimes is the most likely
cause for common diseases.
Lifebuoy Hand wash offers
germ protection, with a
unique formulation that
generates a rich lather. This
provides an effective and
hygienic wash in every
corner of the hands and
nails, at the same time
leaving your hands
pleasantly fragrant.
 Lifebuoy Total
 Lifebuoy Care
 Lifebuoy Nature
 Lifebuoy Activfresh

10. Lifebuoy Bodywash
 Everyday, dirt and pollution
blocks pores, providing a
fertile breeding ground for
harmful germs, ultimately
resulting in various skin
problems. Lifebuoy Body
Wash provides deep
cleansing of pores,
protecting against the three
root causes of skin health
problems – clogged pores,
over-drying, and germs.
 Lifebuoy Totalprotect
 Lifebuoy Mildcare
 Lifebuoy Naturepure
 Lifebuoy Activfresh
 Lifebuoy Vitaprotect
 Lifebuoy Moistureplus

11. Lifebuoy Sanitizer
 Lifebuoy Hand Sanitizer
effectively disrupts bacteria‟s
cell membrane & virus‟s
outer coat thereby kills
bacteria & inactivates viruses
on your hands.
 Proven to instantly kill
99.99% germs without water.
 Proven to kill H1N1 virus
 Dries quickly, is non-sticky
and has soothing fragrance.
 Has Moisturizer and Vitamin
E to keep your hands soft
and smooth.
 Two variants:
Lifebuoy Total
Lifebuoy Care

12. Lifebuoy Men’s Range
 Lifebuoy Men's Body
Washes are specially
formulated to wash
away excess oil and
sweat, protecting
against body odour and
other problems caused
by germs. Two variants
provide the most
important benefits to
men's skin:
 Deodorising - protection
from sweat and
stickiness, and
 Hydrating - helping to
moisturise skin.

13. YEAR BRIEF HISTORY
1894 William Hesketh Lever Launches Lifebuoy in Britain
1895 Lifebuoy gets launched in South Asia and South Africa
1914 Lifebuoy was sent to soldiers during World War I
1920 A fresh approach to marketing Lifebuoy soap in Britain &US, a positive
attitude to good health, targeted at females
Sailor was replaced with image of red Lifebuoy soapbar
1922 Lifebuoy begins manufacturing in Calcutta, India

14. BRIEF HISTORY
YEAR
1923 Lifebuoy production changes to mild soaps: improves product
appearance and lasting quality
1928 Lifebuoy produced two soaps: one for the body, one for household usage
1933 Lifebuoy toilet soaps gets launched in UK
1934 New factory opens in Mumbai
Clean Hands launched as a school programme , educating children on
need to wash hands
1939 Lifebuoy provides emergency washing facilities in Britain during the
World War II

15. YEAR BRIEF HISTORY
1949 Lifebuoy gets launched in Indonesia
1970 Lifebuoy was positioned as a soap for sporty people in UK and US
1990 Lifebuoy withdraws from US and UK market
2002 Swasthya Chetna begins
2003 Lifebuoy bar gets a new shape
2005 Life without fear- first little Gandhi TV ad show in Asia
2008 First Global Hand Washing day on Oct 15 held in over 75 countries and
23 Lifebuoy market
2009 Lifebuoys biggest ever Global relaunch-based on an unprecedented
real life clinical trial that focused on practicing the “Lifebuoy Way”

16. LOCAL INTERVENTI
INDIA: Swasthya Chetna
SwasthyaChetna, which means 'Health Awakening', is a multi-phased activity that works
towards effecting hand washing behaviour change in rural communities. The main
message of the campaign is "Visibly clean is not really clean".
INDIA: Gurudwara
Lifebuoy soaps were distributed as gifts in the Gurudwaras.
The activation covered 156 Gurudwaras across 138 small towns in Punjab, engaging over
35,000 people with the Lifebuoy health and hygiene message.
 WAY OF LIFE
To measure the real benefits to those who adopt the 'Lifebuoy Way of Life'. The 'Lifebuoy
Way of Life' is a plan proposed by Lifebuoy that focuses on washing hands with Lifebuoy
soap on 5 key occasions: Before breakfast, Before lunch ,Before dinner ,During the daily
bath ,Immediately after visiting the toilet

17. SOCIAL MISSION
SOCIAL MISSION
Lifebuoy co-founded 15th October first ever Global Hand washing Day
in 2008.
2009 Guinness World Record success
52,970 Children Hand washing with Lifebuoy in Bangladesh
15,115 Children Hand washing with Lifebuoy at Chennai in
India
Lifebuoy and the Water Supply and Sanitation Collaborative Council
(WSSCC) challenged children to draw a poster which promotes the
importance of hand washing with soap.
Lucky competition winners from over 20 countries will fly to the UN
palace to take part in a high profile international hand washing event.

18. DISTRIBUTION CHANNEL

19. Product, price, place, promotion
product Package size Price(Rs)
Lifebuoy care bath 120gm 15
90gm 12
Lifebuoy Deo fresh soap 90gm 10
Lifebuoy Milk care soap 90gm 12
Lifebuoy Nature bath 120gm 15
90gm 13
Lifebuoy Skin guard 75gm 15
Lifebuoy total 120gm 15
80gm 12

20. product Package size Price(Rs)
Lifebuoy Clear Skin 125gm 20
75gm 13
Lifebuoy Hand sanitizer 100 ml 60
Lifebuoy Hand soap 200ml 45
(Refill pack) 180ml 28
Lifebuoy Mens body wash 200ml 98
Lifebuoy Family Talc 100gm 28
400gm 68
Lifebuoy Hand Wash

21. LIFEBUOY VARIANTS INTER COMPETITORS INTRA COMPETITORS
Lifebuoy Godrej.no.1(Rs.8), Breeze
(Total Plus) Santoor(Rs.10) (Rs.8 for 100 gms.)
Lifebuoy DeoFresh Cinthol Liril(Rs.16),
(Rs.13) Lux(Rs.13)
Lifebuoy Active Dettol(Rs.16), Rexona
Savlon(Rs.16) (Rs.13 for 100 gms.)
Lifebuoy clear skin Fair glow(Rs.10), Fair & Lovely(Rs.10),
(Rs.13) No marks(Rs.19) Dove(Rs 27),
Pears(Rs 20)
Lifebuoy Medimix(Rs.13), Hamaam
Nature Chandrika(Rs.12) (Rs.13 for 100 gms.)

22. PLACE
 It has made his strategy like that in every small or big shop
customer will be able to find out the product. It has already
appointed 6000 such sub- stockists . As a result, the distribution
network directly covers about 50,000villages, reaching about 250
million consumers. By the swasthya chetna project company
has already covered great % of villages and is being progressively
extended.

23.  Rural:
75% of India's population is in the rural areas; hence about 50% of the
soaps are sold in the rural markets. Lifebuoy‘s variants like Lifebuoy plus,
Lifebuoy total, lifebuoy active are specially positioned for the rural market.
 Semi-urban:
For the semi-urban segment, Lifebuoy nature & Lifebuoy fresh is
positioned.
 Urban:
Whereas Lifebuoy clear skin soap, Lifebuoy deo fresh, Lifebuoy
international (plus &gold) are meant for the urban segment.

24. PROMOTION
 Lifebuoy soap has been promoted through
all type of media like T.V; Radio;
Newspaper; etc. HUL also promoted
lifebuoy through local bodies like ‗Gram
Panchayat', ‗Swasthya Parishad' by
offering knowledge for using good and
anti-germ products. HUL focused on the
promotional campaign in rural sector. They
also concentrated on promoting through
radio and sponsoring programmes like
‗Krishi Darshan' and ‗Aap ka Swasthya'
programmes that have greater number of
audience.

25.  In rural areas, Walls were painted with the name ‗LIFEBUOY‘.
 Hindustan Lever Ltd. used the big budget film `Krrish' to
market its largest selling soap brand — Lifebuoy. HUL was
engaged in a co-branded promotion with the film, which
involved printing pictures of Krrish's character on its Lifebuoy
packs and also giving away merchandise based on the film.
Lifebuoy was chosen over the other brands since the brand is
all about protection and Krrish's character is also about
protecting the world from enemies.

26. 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.15 & more)
 Popular (priced at Rs.11 –Rs.14)
 Economy (priced upto Rs.10)

27.  Breeze & Lifebuoy falls in the economy category. HLL‘s premium category
soaps include Pears, Dove, Moti & 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)

28. GEOGRAPHIC SEGMENTATION
 World region: Asia
 Country: India, Pakistan
 Cities: All cities of India& Pakistan
 Target Area: Urban,SemiUrban, Rural.

29. DEMOGRAPHIC SEGMENTATION
• Age: 6-50+
•Gender: Anyone
•Income: Rs.5,000+
•Target Area : Lower income group

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

31. 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.

32. 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

33. DIFFERENTIATION
 Differentiation between Lifebuoy‟s variants is that
the original lifebuoy had red colour which is now
repositioned as lifebuoy active red.
 Now it has lifebuoy active orange which is orange in
colour, active green in green colour, active cool in
blue colour, Gold care, deo fresh, plus & total in
white colour. Whereas Lifebuoy clear skin is
creamish brown in colour (colour of Multani Mitti).

34. Market share, Market Penetration & Lifebuoy’s share in the total market
share of HUL
 Soaps have a 98 percent penetration level in the urban markets
and 70 per cent in rural market. HUL relaunched the Lifebuoy
brand in 2002 and continues to be the largest selling popular
soap in its category. Toilet soap industry is one of the oldest Fast
Moving Consumer Goods (FMCG) industry in India. It is among
the highest penetrated category within FMCG sector reaching an
estimated 95% urban and 87% of the rural households.
 HUL has the highest household penetration which is 88%.
Lifebuoy has the highest market penetration in the soap category
which is about 91%. Today, 95% of HUL is its FMCG business.
 HUL‟s market share in the personal wash segment is about 56-
58% in which lifebuoy‟s market share is about 18-21%.

35. LINE EXTENTION
The line extension of Lifebuoy includes Lifebuoy international
(plus & gold), Lifebuoy gold care, Lifebuoy total, Lifebuoy deo
fresh, Lifebuoy active (red, orange, green, gold), Lifebuoy cool,
Lifebuoy clear skin & Lifebuoy nature.

36. BRAND EXTENTION
LIQUID
LIFEBUOY TALCUM SHOWER
HANDWASH
POWDER GEL

37.  The brand extension of lifebuoy includes lifebuoy hand
wash, lifebuoy shower gel & lifebuoy talcum powder.
Lifebuoy liquid hand wash was the first liquid soap.
 Lifebuoy talcum powder has a 2 per cent value share in
the stagnant talcum powder category with Lever's own
brand of Ponds Dream flower talc commanding a leading
share in the category which is about 70%. In March 2003,
HLL had introduced Lifebuoy Family Talc on the platform
of health. It has two pack sizes, priced at Rs.28 for 100 gm
and Rs.68 for 400 gm.
 Positioned as a `complete family health' talc, Lifebuoy
Family Talc is expected to provide `All day protection' and
meant to fight body odour causing germs all day long,
according to the communication on the purple and white
packs of its talc. While the upper-end consumers would
use deodorants, a Lifebuoy powder could work for
consumers in the lower strata who are already familiar
with the soap.

38. SWOT ANALYSIS
LOGO
PARENT COMPANY HUL
SECTOR FMCG

39. SWOT ANALYSIS
TAGLINE/ SLOGAN Healthy hoga Hindustan;
Lifebuoy hai jaha tandurusti hai waha
USP Lifebuoy provides 100% better protection
from germs as compared to ordinary soaps

40. STP SWOT ANALYSIS
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 goal is to provide affordable and
accessible hygiene and health solutions

41. SWOT ANALYSIS
STRENGTHS 1. First soap to use carbolic acid, which gave it a
red colour and strong, medicinal scent.
2. Wide portfolio for the Lifebuoy brand ranging
which includes Soap, Hand Sanitizer and Hand
Wash.
3. High consumer awareness for the brand of
Lifebuoy.
4. Most popular soap brand specially in the rural
market.
5. Excellent brand visibility and extensive
distribution.

42. SWOT ANALYSIS
WEAKNESS 1. Lower market penetration in
urban areas as compared to
rural areas
2. Initially positioned as a
masculine soap, which was
eventually turned as a family
soap.
3. Not been perceived as a
beauty soap, and is mainly
used just for hand washing

43. SWOT ANALYSIS
OPPORTUNITY 1.The Lifebuoy ‗Swasthya Chetana
programme‘ uses a' direct consumer contact‘
methodology, and touches the lives of 70
million people in 18,000villages
2. Imparting education about importance of
hand washing to prevent spread of germs
3. Used global epidemics like swine flu to
further promote products for better hygiene and
protection

44. SWOT ANALYSIS
THREATS 1. Competitor brands offering similar levels of
protection
2.Considered to be a low-end product, and may
find it difficult to move up in the segment

45. MARKET 2004 2005 2006 2007
SHARE
VALUE(%)
DETTOL 3.7 3.9 4.3 4.9
LIFEBUOY 18 18.4 18.3 17.6
LUX 16.8 15.7 17.5 18.2
SANTOOR 4.8 5.4 5.9 6.8
BREEZE 7.4 6.7 6.5 6.3
GODREJ 4.1 4.8 5.6 6.5
NO.1
SAVLON 0.4 0.6 0.6 0.6

46. MARKET 2004 2005 2006 2007
SHARE
VOLUME(%)
DETTOL 2 2.3 2.6 3
LIFEBUOY 21.8 22.2 21.6 20.9
LUX 14.2 13.5 15.5 16.2
SANTOOR 4.1 4.9 5.4 6.2
BREEZE 11.5 9.9 9.5 9.2
GODREJ 5.5 6.9 7.8 9.1
NO. 1
SAVLON 0.2 0.3 0.4 0.3

47. Variant contribution to market share

48. Hand Wash-Market shares of leading brands

49. B
C
G
M
A
T
LIFEBUOY
R
I
X

50. Lifebuoy is a cash cow for HUL. This is because
Lifebuoy is India‘s first bathing soap & the first
product of HUL as a bathing soap. Lifebuoy has
a brand loyalty to a very high extent about 95 %.
In the rural India, lifebuoy is synonymous with
soap for decades now .Lifebuoy has a major
chunk of market share in HUL‘s personal wash
segment which is 21%.

51. BARRIER MATRIX
Y
E
X
I WORST GAMBLE
T Low Returns High Returns
High Risk High Risk
B
A
R
STABLE BEST
R
Low Returns LIFEBUOY
I
Low Risk High Returns
E
Low Risk
R
S
0 X
ENTRY BARRIE RS

52. Things you don’t know about Lifebuoy
Things you don’t know about Lifebuoy
 Lord Lever Hume looked out of the window from his home & saw the
familiar life saver in port sunlight & the word LIFEBUOY flashed through
his mind & he named the soap thus.
 2000 lifebuoy soaps are sold every minute.
 The original Lifebuoy jingle was sung by Late Jagjeet Singh, one of
the India‘s foremost Ghazal exponents.
 Lifebuoy has been a trusted brand for over 100 years now.

53. Things you don’t know about Lifebuoy
 One in ten people in the world use Lifebuoy.
 Today Lifebuoy is mainly sold in Asia and parts of Africa. It is market leader
in every Asian market where it is sold.
 In 2005, Lifebuoy was awarded a 'Citizen Brand' accolade in Indonesia in
recognition of the work the brand has undertaken in hand wash education
 It is the only soap brand to have ever crossed 100,000 tonnes in sales in a
single year.

54. Things you don’t know about Lifebuoy
 The Brand Equity Survey, 2003 ranked this mega-brand as one of the Most
Trusted Brands in India.
 HLL's Lifebuoy becomes first Indian brand to have a special postal cover
which was released on the occasion of the World Health Day in recognition
of the phenomenal work done by Lifebuoy for initiating and assiduously
implementing the socially beneficial movement.

55. Innovative ways of reaching out to the
customers
1. Lifebuoy can implement the idea:
―Lifebuoy se nahao, tandurusti hi nahi, sona bhi pao‖
i.e. Getting surprise gold coin inside the soap.
2. Another idea could be that:
Each letter of the word „LIFEBUOY‟ will be printed in each pack of soap &
the one who completes the entire word „LIFEBUOY‟ will get an educational
scholarship.

56. 3. “Use lifebuoy Liquid hand wash daily & keep your
hands like lily”

57. 4. Another Ad which can be placed in banners, Posters, Newspapers, etc.
“Germs free health ko… tandurusti
kahate hain….
Doctors jise recommend karte hain….
use lifebuoy kehte hain”.

58. 5. The brand name ‗LIFEBUOY‘ can be painted in different
colours i.e. in the colours of its existing variants. For e.g.
L I F E B U O Y
And it can be accompanied by the saying…
― Tandurusti jagaye tan mann mein ….. aapka Lifebuoy ab
aath rangon mein‖!!!

59. 6. What‘s in your make-up kit today?
Lipstick, Eye-liner, Mascara, Eye shadow, Compact
powder……..
Are you forgetting something?
Yes!!! ……… Lifebuoy clear skin soap.
The ultimate solution to your skin problems!!!

60. 7. A radio Ad for Lifebuoy soap could be:
Tararum pum pum, kabhi khushi kabhi gum,
Lifebuoy se nahaya karo…….,
Sare germs ho kum, Tandurust rahe hum,
Rojana nahaya karo…..!!!!!