Lifebuoy vs Dettol promotion strategy

1. Promotional strategy of Lifebuoy
B SHIVAKOTESH
PGP30305

2. CELEBRITY ENDORSMENT
Amitabh bachan endorsing
Dettol Brand associating Dettol
with swatch bharath
Though lifebuoy has
rarely preferred
celebrities for
endorsement,
however it had tied
up with the film for
its brand promotion
through the film
KRISH.

3. RURAL MARKETING
Wall paintings in rural
Parts for product
awareness.
Direct contact with rural
consumers by both the brands
for active promotions.
Awareness drive in rural
parts by Dettol

4. SINGLE UNIT
DISCOUNTS OFFERS
Both the companies offering
discounts on single piece of
soap. Dettol tried to offer
discounts through online
coupons on its hand wash range
of products.
Lifebuoy offering discounts on
trial packs in order to reach new
customers who have never tried
it.

5. PUBLIC CONTACT
Both the brands reaching out to the customers directly to help
them try their range of products. “haath Dhoya Kya” campaign
launched by Lifebuoy and similar campaign by Dettol.

6. MULTI PACK DISCOUNTS
OFFERS
Beside offering discounts on single unit which are primarily
aimed at gaining new customers, discounts on bundled pack
have been offered by both the brands.

7. COMBO OFFERS WITH OTHER
PRODUCTS
Lifebuoy being part of HUL
family was offered with combo
offers. The other products of
combo carefully selected which
are part of daily use and whose
purchase is certain. Thus the
customer who has never used
hand wash is forced to buy it.
Dettol , however offers soap free with its
hand wash pack.

8. CSR ACTIVITIES

9. PRINT ADS
A comparative ad by lifebuoy
that projects its product
superior to its counterpart.
Dettol printing its discount
coupons in print media
Dettol being projected
as a complete family
hygiene solution
provider.

10. YOUTUBE LINKS FOR COMMERTIALS
1 https://youtu.be/FPmWyz9ehbA
2 https://youtu.be/QJBeOl3kHUs
3 https://youtu.be/MOBvRAryku0
4 https://youtu.be/-DnHUkFw800
5 https://youtu.be/-v3IOMAPaLo
6 https://youtu.be/jTnbZZEQEVQ
7 https://youtu.be/s0_h2b8ZD-M