Embed Size (px)
Citation preview
DEPARTMENT OF BUSINESS ADMINISTRATION
TERM PAPE OF
MARKETING MANAGEMENTOn
LIFEBOUY SOAP
INTODUCTION INTODUCTION
400 Strong brands 400 Strong brands Spanning in 14 categories of home care, Spanning in 14 categories of home care,
personal care and food products.personal care and food products. Leader in every field due to strong brand.Leader in every field due to strong brand. Continues development of new products.Continues development of new products. Employs 179,000 employees from 100 Employs 179,000 employees from 100
countries.countries. Income support to distributors and Income support to distributors and
retailers.retailers.
INTRODUCTIONINTRODUCTION
Largest FMCG company in India.Largest FMCG company in India. Have common household brands like Have common household brands like
lifebouy, closeup, fair & lovely, lifebouy, closeup, fair & lovely, annapurna, kwality wall’s, lakme, annapurna, kwality wall’s, lakme, kissa, brook bond, etc.kissa, brook bond, etc.
Products manufactured over 40 Products manufactured over 40 factories in India.factories in India.
One of the largest exporter.One of the largest exporter.
HISTORYHISTORY
Export of sunlight soap in India in Export of sunlight soap in India in 1988 followed by Lifebouy in 1895.1988 followed by Lifebouy in 1895.
Set up first subsidiary in 1931 by Set up first subsidiary in 1931 by name of Hindustan Vanaspai name of Hindustan Vanaspai manufacturing company followed by manufacturing company followed by Lever brothers India ltd. In 1933.Lever brothers India ltd. In 1933.
All 3 companies merged in 1956 to All 3 companies merged in 1956 to form Hindustan lever limited (HLL).form Hindustan lever limited (HLL).
Changed its name to Hindustan Changed its name to Hindustan Unilever limited (HUL) in 2007Unilever limited (HUL) in 2007
FACTS AND FIGURESFACTS AND FIGURES Employees : above 16,000Employees : above 16,000 Managers : above 1,200Managers : above 1,200 Suppliers and associates : app. 2000Suppliers and associates : app. 2000 Factories : 80Factories : 80 Clearing and forward agents : 45Clearing and forward agents : 45 Stockiest : 4000Stockiest : 4000 Direct coverage outlet : 1 MnDirect coverage outlet : 1 Mn Total coverage outlet : about 6.3 MnTotal coverage outlet : about 6.3 Mn Market reach : app. 166 Mn Market reach : app. 166 Mn
householdhousehold
Leadership in FMCG Leadership in FMCG categorycategory
CATEGORYCATEGORY HLL HLL ShareShare
Next Next compititorcompititor
Fabric washFabric wash 35.8 %35.8 % 15.1 %15.1 %
Personal washPersonal wash 55.5 %55.5 % 9.2 %9.2 %
DishwashDishwash 55.4 %55.4 % 9.5 %9.5 %
Skin Skin 54.7 % 54.7 % 7.7.
7.4 %7.4 %
ShampooShampoo 48.5 %48.5 % 23..8 %23..8 %
Talcum powderTalcum powder 59.3 %59.3 % 5.8 %5.8 %
Packet teaPacket tea 24.9 %24.9 % 19.9 %19.9 %
JamJam 69.6 %69.6 % 4.4 %4.4 %
INTRODUCTIONINTRODUCTIONa name u know………..hygiene you can trusta name u know………..hygiene you can trust
INSPIRING VISION : FOR HYGENIC, HEALTHY INSPIRING VISION : FOR HYGENIC, HEALTHY AND VITAL COMMUNITYAND VITAL COMMUNITY
HEALTH PRODUST TO WIDER VARITY OF HEALTH PRODUST TO WIDER VARITY OF CONSUMERCONSUMER
HAND WASHING - THE LIFEBOUY HABBIT HAND WASHING - THE LIFEBOUY HABBIT PROMOTED TO EDUCATE CHILDREN.PROMOTED TO EDUCATE CHILDREN.
INTRODUCED IN 1894 AS DISINFETION SOAP.INTRODUCED IN 1894 AS DISINFETION SOAP. LAUNCHED IN INDUSTRIAL REVOLUTION ERA LAUNCHED IN INDUSTRIAL REVOLUTION ERA
WHEN TYPHOID, YELLOW FEVER WERE WHEN TYPHOID, YELLOW FEVER WERE COMMON PROBLEM.COMMON PROBLEM.
FIRST HOME SOAP TO CONTAIN CARBOLIC FIRST HOME SOAP TO CONTAIN CARBOLIC ACID AS MAIN I GREDIANT.ACID AS MAIN I GREDIANT.
LIFEBOUY IN INDIALIFEBOUY IN INDIA
Among oldest brand of HUL placed as Among oldest brand of HUL placed as “Health and Hygiene” soap.“Health and Hygiene” soap.
Launched in 1895.Launched in 1895. Crossed 100,000 tones consumption in Crossed 100,000 tones consumption in
single year.single year. Over 600 mn consumer in India.Over 600 mn consumer in India. Undrgone major change in 2000.Undrgone major change in 2000. Repositioned as family soap with new Repositioned as family soap with new
varients.varients.
Product depth of Product depth of LIFEBOUYLIFEBOUY
LIFEBOUY TOTAL : follow old ‘red LIFEBOUY TOTAL : follow old ‘red soap’ image.soap’ image.
LIFEBOUY DEOFRESD : symbolize LIFEBOUY DEOFRESD : symbolize freshnessfreshness
LIFEBOUY NATURAL: green soap LIFEBOUY NATURAL: green soap resembling natural care.resembling natural care.
LIFEBOUY SKIN CARE: for sensitive LIFEBOUY SKIN CARE: for sensitive skin.skin.
4 P’S OF MARKETING 4 P’S OF MARKETING MIXMIX
PRODUCT :PRODUCT : LAUNCHED AS CARBOLIC ‘RED SOAP’ .LAUNCHED AS CARBOLIC ‘RED SOAP’ .
SYMBOLISE HEALTH AND HYGIENE.SYMBOLISE HEALTH AND HYGIENE.
VERY STRONG BRAND IMAGE.VERY STRONG BRAND IMAGE.
RECAHNILISED ITS PRODUCT CYCLE BY RECAHNILISED ITS PRODUCT CYCLE BY INTRODUCING NEW INTRODUCING NEW VARIANTS.VARIANTS.
PRICE:PRICE: SOLD TO LOWER AND MIDDLE INCOME GROUP SOLD TO LOWER AND MIDDLE INCOME GROUP
PEOPLE.PEOPLE.
PRICED AT COMPARITIVELY LOW PRICE.PRICED AT COMPARITIVELY LOW PRICE.
MOST VARIENTS SOLD AT MOST VARIENTS SOLD AT MRPMRP Rs 11/PIECE. Rs 11/PIECE.
4 P’S( CONT….)4 P’S( CONT….)
PLACE:PLACE: STRONG DISTRIBUTION CAHNNEL.STRONG DISTRIBUTION CAHNNEL.
APP. 2000 SUPPLIERS APP. 2000 SUPPLIERS PRODUCT PRODUCED AT 80 DIFFERENT PRODUCT PRODUCED AT 80 DIFFERENT
FACTORIES.FACTORIES. 45 C & F AGENTS, 4000 STOCKISTS.45 C & F AGENTS, 4000 STOCKISTS. 1 Mn DIRECT OUTLET AND 6.3 Mn TOTAL OUTLET .1 Mn DIRECT OUTLET AND 6.3 Mn TOTAL OUTLET .
PROMOTION:PROMOTION: POSITIONED AS ‘HEALTH AND HYGIENE’ SOAP.POSITIONED AS ‘HEALTH AND HYGIENE’ SOAP. INITIALY PROMOTED BY SPORTSMAN LIFE INITIALY PROMOTED BY SPORTSMAN LIFE
FOOTBALL PLAYERS.FOOTBALL PLAYERS. NOW PROMOTED AS FAMILY SOAP FOR BOTH MALE NOW PROMOTED AS FAMILY SOAP FOR BOTH MALE
AND FEMAIL.AND FEMAIL.
PRODUCT HIERARCHYPRODUCT HIERARCHY
NEEDNEED : CLEANLINESS : CLEANLINESS FAMILYFAMILY : HEALTH AND : HEALTH AND
HYGIENEHYGIENE CLASSCLASS : TOILETRIES : TOILETRIES LINE LINE : BATHING SOAP : BATHING SOAP TYPE TYPE : CARBOLIC SOAP : CARBOLIC SOAP SKQSKQ : LIFEBOUY TOTAL : LIFEBOUY TOTAL
SOAPSOAP
SOAP SOAP
PRODUCT LIFE CYCLEPRODUCT LIFE CYCLE
INTRODUCTIONINTRODUCTION LAUNCHED IN 1895LAUNCHED IN 1895 AND POSITIONED AS HEALTH AND AND POSITIONED AS HEALTH AND
VALUEVALUE
PLATEFORM.PLATEFORM.
TARGETED INITIALY AT MALE WITH UNIQUE JINGLE.TARGETED INITIALY AT MALE WITH UNIQUE JINGLE.
PROMOTED BY FOOTBALL PLAYERS AND ATHELETS.PROMOTED BY FOOTBALL PLAYERS AND ATHELETS.
THE SOAP WAS ‘BRICK RED’ AND CARBOLIC INGREDIANT.THE SOAP WAS ‘BRICK RED’ AND CARBOLIC INGREDIANT.
GROATHGROATH GROWN AT VERY FAST RATE.GROWN AT VERY FAST RATE. SOLD ALMOST IN EVERY PART OF INDIA.SOLD ALMOST IN EVERY PART OF INDIA. PROMOTION AND DISTRIBUTION CHANNEL STRENGTHEN PROMOTION AND DISTRIBUTION CHANNEL STRENGTHEN
TO MAINTAIN SUPPLY.TO MAINTAIN SUPPLY.
PRODUCT LIFE CYCLE PRODUCT LIFE CYCLE (Cont..)(Cont..)
MATURITYMATURITY OVER PERIOD OF 100 YEARS , RACHED ITS OVER PERIOD OF 100 YEARS , RACHED ITS
MATURITY LEVEL.MATURITY LEVEL.
MARKET SHARE BECOMINS ALMOST STAGNENT.MARKET SHARE BECOMINS ALMOST STAGNENT.
SOME CUSTOMERS BECAME LOYAL WHILE SOME SOME CUSTOMERS BECAME LOYAL WHILE SOME WENT FOR NEW PRODUCTS.WENT FOR NEW PRODUCTS.
SAME BRAND IMAGE LIMITED CONSUMER BASE.SAME BRAND IMAGE LIMITED CONSUMER BASE.
DECLINE STAGEDECLINE STAGE SOAP MARKET FAIRLY SLUGGISH IN 2001.SOAP MARKET FAIRLY SLUGGISH IN 2001.
LIFEBOUY SHARE DECLINED MORE THAN MARKET LIFEBOUY SHARE DECLINED MORE THAN MARKET DECLINE.DECLINE.
15- 20% DECLINE IN VOLUME OF SALE.15- 20% DECLINE IN VOLUME OF SALE.
REVIVAL PROMOTION REVIVAL PROMOTION INICIATIAVESINICIATIAVES
LIFEBOUY NO LONGER A ‘CARBOLIC SOAP’.LIFEBOUY NO LONGER A ‘CARBOLIC SOAP’. ITS NOW A TOILET SOAP WITH DIFFERENT ITS NOW A TOILET SOAP WITH DIFFERENT
‘HEALTH’ FRAGANCE.‘HEALTH’ FRAGANCE. SIZE, FORMULATION, PACKING, PERFUME SIZE, FORMULATION, PACKING, PERFUME
HAD UNDERGONE SEA CHANGE.HAD UNDERGONE SEA CHANGE. FEOM FOCUS ON MALE, NOW FOCUS IS ON FEOM FOCUS ON MALE, NOW FOCUS IS ON
WHOLE FAMILY.WHOLE FAMILY. REGAINED ITS POSITIO AS STRONGEST REGAINED ITS POSITIO AS STRONGEST
BRAND IN SOAP MARKET.BRAND IN SOAP MARKET.
MARKET SHAREMARKET SHARE
SOLD IN INDIA FROM 1895.SOLD IN INDIA FROM 1895. OFFICIALY LAUNCHED IN 1935.OFFICIALY LAUNCHED IN 1935. SALE OF 5 Bn OVER WORLD IN A DAY.SALE OF 5 Bn OVER WORLD IN A DAY. MARKET SHARE OF 21%.MARKET SHARE OF 21%. 95% SHARE IN CARBOLIC SOAP 95% SHARE IN CARBOLIC SOAP
SEGMENT.SEGMENT. MAJOR CHANGES IN 2002,2004 AND MAJOR CHANGES IN 2002,2004 AND
2006 TO INCREASE MARKET SHARE I 2006 TO INCREASE MARKET SHARE I INDIA.INDIA.
COMPETITORSCOMPETITORS
DEETOLDEETOL SAVALON SAVALON NIRMANIRMA CINTHOLCINTHOL OTHERSOTHERS
LIFEBOUY AT Rs. 2LIFEBOUY AT Rs. 2 SOLD AT LOWEST EVER PRICE.SOLD AT LOWEST EVER PRICE. TARGETED MAILY AT EXPANSION OF RURAL MARKET.TARGETED MAILY AT EXPANSION OF RURAL MARKET. TRANSLATE INCREASE IN INCOME INTO SPENDING TRANSLATE INCREASE IN INCOME INTO SPENDING
OVER FMCG GOODS.OVER FMCG GOODS. SOLD IN NEW FORMAT LIKE SHAMPOO SACHETS. SOLD IN NEW FORMAT LIKE SHAMPOO SACHETS.
LIFEBOUY PROMO IN LIFEBOUY PROMO IN A.P.A.P.
MASS PROMOTIONAL CHAMPAGION “TING TONG” .MASS PROMOTIONAL CHAMPAGION “TING TONG” .
AIMED AT STRENGTHNING BRAND IMAGE.AIMED AT STRENGTHNING BRAND IMAGE.
REWARD TO PEOPLE PRODUCING MAX. LIFEBOUY REWARD TO PEOPLE PRODUCING MAX. LIFEBOUY RAPPER.RAPPER.
‘‘SWASTHYA CHETNA’ CAMPAIGN SWASTHYA CHETNA’ CAMPAIGN
FIRST LARGEST RURAL HEALTH EDUCATION PROGRAM. FIRST LARGEST RURAL HEALTH EDUCATION PROGRAM. ‘‘SERIOUS IMPLICATION OF LAXITY IN HEALTH CARE’ AS SERIOUS IMPLICATION OF LAXITY IN HEALTH CARE’ AS
BASIC THEAM.BASIC THEAM. DIARRHOEADIARRHOEA WHICH KIILS 3 Mn PEOPLE EVERY YEAR WHICH KIILS 3 Mn PEOPLE EVERY YEAR
CAN BE REDUCED BY 48%.CAN BE REDUCED BY 48%. VISIT VILLAGE SCHOOL TO TEACH IMPORTANCE OF VISIT VILLAGE SCHOOL TO TEACH IMPORTANCE OF
HANDWASHING.HANDWASHING. RECRUIT CHILDREN AND THERE PARENTS ON RECRUIT CHILDREN AND THERE PARENTS ON
VOLANTRY BASIS.VOLANTRY BASIS. STARTED WITH 8 STATES N COVER 70 Mn PEOPLE.STARTED WITH 8 STATES N COVER 70 Mn PEOPLE. SALES DURING PERIOD INCREASED BY 20%.SALES DURING PERIOD INCREASED BY 20%. ACCORDING TO HUL ITS ACCORDING TO HUL ITS ‘MARKETING PROGRAME ‘MARKETING PROGRAME
WITH SOCIAL BENIFIT’.WITH SOCIAL BENIFIT’.
THANK YOUTHANK YOU
BY: NARENDRA BY: NARENDRA
PANDEYPANDEY
