Title of the project: A study of LIFEBUOY HAND-WASH

Subject: MarketingSubmitted by : XXX

LIFEBUOY HANDWASH

INTRODUCTION1894- William Hesketh Lever launched Lifebuoy in the UK as the Royal Disinfectant Soap

Lever discovered carbolic acid as he sought the perfect formula for soap that could combat germs and still be affordable to everyone

In IndiaOfficially launched in India in 1935India’s oldest personal wash brandAlways stood for health and hygiene,

delivered through germ protectionSales on more than 5bn per dayHad stagnant market shareStood for its health – plate-formWas brick red in color with carbolic

ingredient

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 handwash goal is to provide affordable and accessible hygiene and health solutions

Parent Company-HULCategory-Personal Care – SoapSector-FMCG

HUL

HOME AND

PERSONAL CARE

FOODS WATER PURIFIER

PERSONAL WASH

LIFEBUOY

SOAP HAND WASH

BODYWASH

HAND SANITIZER

Cline

careTotal Natur

eCool fresh

Advertisements

SWOT AnalysisStrengthFirst soap to use carbolic

acid, which gave it a red color and strong, medicinal scent

Wide portfolio for the Lifebuoy brand ranging which includes Soap, Hand Sanitizer and Hand Wash

High consumer awareness for the brand of Lifebuoy

Most popular soap brand specially in the rural market

Excellent brand visibility and extensive distribution

WeaknessLower market

penetration in urban areas as compared to rural areas

Initially positioned as a masculine soap, which was eventually turned as a family soap.

Not been perceived as a beauty soap, and is mainly used just for hand washing

OpportunitiesThe Lifebuoy ‘Swasthya

Chetana programme’ uses a‘direct consumer contact’ methodology, and touches the lives of 70 million people in 18,000villages

Imparting education about importance of hand washing to prevent spread of germs

Used global epidemics like swine flu to further promote products for better hygiene and protection

ThreatsCompetitor brands

offering similar levels of protection

Considered to be a low-end product, and may find it difficult to move up in the segment

Usage of lifebuoy handwash

Safety Care

100% secure

Smell

Infection

Germ freeHealthy

Age: 6-50+Gender: anyoneIncome: 5000+

Target area: low income group

Demographic segmentation

Behavioral segmentation

Benefits: total protection antisepticUser status: regular usage

Social class: middle & lower classLife style: outdoor oriented, sports oriented

Target area: urban , semi urban, ruralWorld region: Asia , Africa, Latin america

Cities: all cities

Psychographic segmentation

Geographic segmentation

Swasthya Chetna Campaign

FIRST LARGEST RURAL HEALTH EDUCATION PROGRAM.DIARRHOEA WHICH KILLS 3 Mn PEOPLE EVERY YEAR CAN

BE REDUCED BY 48%.VISIT VILLAGE SCHOOL TO TEACH IMPORTANCE OF

HANDWASHING.RECRUIT CHILDREN AND THERE PARENTS ON VOLANTRY

BASIS.STARTED WITH 8 STATES AND COVER Mn PEOPLE.SALES DURING PERIOD INCREASED BY 20%.ACCORDING TO HUL ITS ‘MARKETING PROGRAM WITH SOCIAL BENEFIT’.HANDWASH BEHAVIOUR CHANGING PROGRAMME

Pricing strategy

Quantity Type Price200 ml active fresh Rs.60200ml nature Rs.60215ml care Rs.55215ml total Rs.60

Marketing Strategies Product Strategy- Introduction of new

modelsPrice and Promotion Strategy- Penetrating

Pricing (Rapid Penetration)Distribution Strategy- Increase in distribution

coverage

Distribution table Suppliers

Lifebuoy distribution strategy

Distributor Wholesaler

Wholesaler RetailerUrban/rural

RetailerUrban/rural

Retailerrural

Consumers

Competitor Dettol Savlon

Wasim Akram, Former Cricketer and Heroine- Kajol

As BRAND AMBASSADORS

“Use lifebuoy hand wash daily and keep your hands like Lilly”