1. Presented By:
Siddharth Tripathi

2. INTRODUCTION
 Inception in India in 1895.
 Its promise of „health & hygiene‟ was platform of its
business.
 Its jingle „tandurusti ki raksha karta hai Lifebuoy…‟ made
it perceived as a red carbolic soap (germ protection).

3. Product Life Cycle

4. Product Life cycle of Lifebuoy
 Introduction:
 Introduces in 1895, officially sold from 1935.
 It was a brick size carbolic soap.
 It was associated with health & well being.
 It was first targeted at men and masculine health.
 Growth
 Germ killer soap.
 Rural market.
 Strong promotion.

5. PLC Cont….
 Maturity
 Stagnant market share.
 Same brand image.
 Reached maturity on over hundred years of product
existence.
 Market share in carbolic segment was 95%
 Decline
 The brand didn‟t declined (market share declined) as
the brand rejuvenation process was performed.

6. Reasons for decline in market share
of Lifebuoy
 Introduction of new soaps with fragrances.
 Positioning of sanitary soap.
 Introduction of new germ killing soaps.
 Why Lifebuoy?
 Women as decision maker.
 Size & smell.

7. Brand Life cycle
 Lifebuoy was associated with germ-killing.
 Positioned as macho soap.
 Now it has become a family soap.
 From sanitary to bathing soap.
 Competition with Dove, Detol etc.

8. Brand Rejuvenation
 Traditional male victorious concept of health to a more
responsible concept of „health for the entire family‟.
 Introduction of Active B in soaps.
 An easy grip and a modern look and various fragnances.
 Campaigning (Swashthya Chetana).
 New slogan “Koi Dar Nahi”.
 From sanitation to bathing
soap.

9. Bibliography
 http://businessstretegy.blogspot.in/2010/10/success-
story.html
 http://articles.economictimes.indiatimes.com/2011-03-
23/news/29178563_1_lifebuoy-global-brand-soap
 http://www.termpaperwarehouse.com/essay-
on/Lifebuoy/109473

10. Thank You