2. INTRODUCTION 1894- William HeskethLever launched Lifebuoyin
the UK as the RoyalDisinfectant Soap Leverdiscoveredcarbolic acid
as hesought the perfectformula for soap thatcould combat germs
andstill be affordable toeveryone 3. 1966*1914 1970s 4. In India
Officially launched in India in 1935 Indias oldest personal wash
brand Always stood for health andhygiene, delivered through
germprotection Sales on more than 5bn per day Had stagnant market
share Stood for its health plate-form Was brick red in color with
carbolicingredient 5. 1935 2000 In 1964 - first major re-launch. to
use sports as the communication idiom Targeted towards menUniversal
symbol of good health keeping in pacewith its 25yrs image of
association with goodhealthPinched aspirational needs. Catchy
jingle with energetic and pulsating music.Lifebuoy hai jahan
,Tandarusti hai vahan 6. 2002- The Revamp No longer just a carbolic
soap withcresylic perfume Ingredient : Active-B, which
protectsusers against germ infections. Superior bathing experience.
From the traditional, male, victoriousconcept of health to a
moreresponsible concept of health for theentire family. Market
share rose from 12% to 18% 7. 2003 Initiative Bargain basement
price of 2 rupees enable deeper penetration into the rural market
2004 Re launch new curved shape an easy grip and a modern look Four
choices Lifebuoy Strong,Lifebuoy Fresh,Lifebuoy Gold and Lifebuoy
Naturals 8. Aid of laboratory tests, providing germprotection
Target was the discerning housewife Positioning was health
protection forfamily and me Without diluting the age old
positioning ofhealth and freedom from germs. Changed communication
fromYou will be healthy if you useLifebuoyTo You will not fall ill
if you use Lifebuoy. 9. Other Global Handwashing Day Lifebuoy
health mission fastest soap Glo-germ demo Healthy Hindustan 10.
Pricing In IndiaLIFEBOUY HAND SANITIZER TOTAL 55MLRs.50.00LIFEBUOY
HAND WASH NATURE REF 900ML Rs.147.00LIFEBOUY H W ACTIVE FRESH REFIL
180ML Rs.34.00LIFEBOUY HAND WASH ACTIVE FRESH 200ML
Rs.54.00LIFEBUOY ACTIVE RED 120GMSRs.21.00LIFEBUOY TOTAL
90GMS*3PACKS Rs.48.00LIFEBUOY TOTAL HEALTH ACTIVE RED 75GMSRs.10.00
In other countries India (120gm)USA (120gm) UK (85gm) Rs. 21 Rs.
187.55 ($3.5) Rs.84 ( 1 approx) 11. Comparitive pricing
withcompetitorLiquid Soap:LIFEBUOY HAND WASH NATURE DETTOL FRESH
LQD HW REFILLREF 180ML 185MLRs.36.00Rs.35.00 Soap bar:LIFEBUOY
ACTIVE RED 120GMSRs.21.00DETTOL COOL SOAP 125G Rs.34.00LUX
INTL.CREAMY SOFT 125G Rs.40.00MYSORE SANDAL GOLD 125
GRs.60.00SANTOOR SANDAL & TURMERIC SOAP 150GMS Rs.35.00CINTHOL
DEO SOAP CLASSIC 125GMS Rs.65.00HAMAM SOAP 150GMS Rs.35.00DOVE
GENTLE EXFOLIATING 100GMSRs.47.00
