Strategies adopted by fmcg companies for making their. Chik shampoo launched by cavinkare in 1983 is a successful case study of building. This case analyses how lifebuoy managed to extend the brand life cycle. Lifebuoy is the worlds number one soap marketing essay. Buy lifebuoy soap, total 10 germ protection, 125g online at. Lifebuoy royal disinfectant soap was launched in 1894 as an affordable new product in the uk, to support people for better personal hygiene. The current competitive marketing environment during the new millennium is forcing managers to understand the needs of modern consumers and reevaluate the changing opportunities and threats. Marketing mix of hul hindustan unilever analyses the brandcompany which covers 4ps product, price, place, promotion and explains the hul hindustan unilever marketing strategy.
The concept of product life cycle plc since its inception in the early 1950s, gained significant recognition as a tool for effective marketing strategy in understanding the behaviour of product on sales, profits, 4ps of marketing and consumer approval. Lifebuoy weaknesses here are the weaknesses in the lifebuoy swot analysis. Lifebuoy is still manufactured today and is the leading brand of soap in many developing. The caselet then outlines the marketing communications.
It also enables to study the behavior of a product during various stages of its life cycle. The program was formally launched in 2002, in eight states across india. Samir singh, lifebuoy s global brand vice president, explains, lifebuoy s help a child reach 5 campaign has demonstrated excellent results in thesgora and we will now be scaling up this campaign globally. Ppt lifebuoy powerpoint presentation, free download id. Lifebuoy all brands unilever global company website. Design and communication strategy for lifebuoys relaunch strong. Third, the program is intricately tied to lifebuoy as hand washing suggests the use of lifebuoy soap. Buy lifebuoy soap, total 10 germ protection, 125g online at low price in india on. Without it a media campaign would be massively ineffective. Lifebuoy is a leading disinfectant soap brand from the house of fmcg.
Project on lifebuoy soap by sayed arif in marketing category. Lifebouy marketing strategy free download as powerpoint presentation. It was the first soap to use carbolic acid, which gave it a red color and strong, medicinal scent. With this initiative, hul sought to promote handwashing with soap in rural and urban areas in india. It takes care of familys health and hygiene needs by offering protection against germs and infection. Wide portfolio for the lifebuoy brand ranging which includes soap, hand sanitizer and hand wash 3. It has launched ad campaigns on television, radio, magazines, newspapers, billboards and sides and backs of several vehicles. In case of lifebuoy toilet soap, so many variants were launched that this. The consistency of the product mix refers to how closely related the various. Thus various level of marketing are clubbed for the sale of lifebuoy. Lifebuoy soap is a very old brand of bath soap in india, life buoy is an anti bacterial soap and in the beginning it positioned itself on its antibacterial qualities, lifebuoy gained a number of customers with this positioning, but then there comes the competition with the dettol soap. Mar 01, 2019 product in the marketing mix of lifebuoy. Since 2010, 337 million people have been reached through lifebuoy s handwashing with soap programmes, developed using behavioural science and unilevers marketing expertise targeting school children and mothers.
Herbal and other natural products always have a following. Our goal is to help 1 billion people around the world improve their hygiene behaviour by 2020. Direct marketing direct marketing the company provides direct delivery to select large customers like institutional buyers of key accounts which sell directly to the consumer or to small retailers end consumers. Its healthcentric approach and communication have helped it gain credibility. He urged them to understand emerging new media in preparation for consumer change and the brand marketing strategies of.
Hul was engaged in a cobranded promotion with the film. The price of lifebuoy soap is low but they sell more products in market. Lifebuoy soaps brand positioning linkedin slideshare. At that point, lifebuoy was still the largest selling soap in india and with other brands like lux and rexona, lever was sitting very pretty. Lifebuoy evolution 1895 disinfectant soap industrial revolution era typhoid, yellow fever common first soap to contain carbolic acid relaunched with a sweeter smell to focus on females too. Marketing strategy of lux soap by pranta nath on prezi. Lifebuoy talcum powder has a 2 per cent value share in the stagnant talcum powder category with levers own brand of ponds dream flower talc commanding a leading share in the category which is about 70%. Overview of lifebuoy started by the lever brothers in 1895 first soap to use carbolic acid, which. The lifebuoy clinical trial in 20078 demonstrated that by following the lifebuoy way washing hands at 5 key occasions. Jun 26, 2015 research indicated that people liked the quality of our soap. As per nielsen market research data, two out of three indians use hul.
Defines how you will be differentiated thus compete in marketplace. Here is the swot analysis of lifebuoy which was the first soap to have a disinfectant chemical carbonic acid in it which gave it strong medicinal scent. Positioning is the centerpiece literally figuratively of marketing strategy. No matter what youre looking for or where you are in the world, our global marketplace of sellers can help you find unique and affordable options. Santoor 1st desi soap to hit rs 2,000cr sales 26 jun, 2019, 10. Project on lifebuoy soap by sayed arif in marketing. The perfect marketing strategy for soap, soda, and startups. Apr 07, 2016 well, producing a strategyonapage soap in powerpoint combines all of the strategy elements, aligning business strategies with functional goals and tactical measurements, providing a means for translating a vision statement into more actionable terms. Lifebuoy is a famous and distinctive brand of soap that was created by the lever brothers soap factory in 1894. If you continue browsing the site, you agree to the use of cookies on this website. In 2002, the company started a marketing program, lifebuoy swasthya chetna health awakening, targeting the bottom of the pyramid bop segment in india. Introduction 1894 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. Lifebuoy shape for powerpoint contains a vectorized lifebuoy graphic designed for powerpoint presentations.
Lifebuoy is one of the old products of unilever which has more than 100 years of successful journey, we 43. Good health, protection the skin and control of body odor make up the core objectives of the unilever brand who manufactured it. Dec 03, 2018 here is the swot analysis of lifebuoy which was the first soap to have a disinfectant chemical carbonic acid in it which gave it strong medicinal scent. Lifebuoy swot analysis top lifebuoy competitors, stp.
Apr 24, 2012 the perfect marketing strategy for soap, soda, and startups. Lifebuoy s variants like lifebuoy plus, lifebuoy total, lifebuoy active are specially positioned for the rural market. The caselet throws light on factors that led hll to reposition the 100yearold brand. Young and rubicams 4 cs concept how can i find out more about my audience. Coca cola marketing strategies and supply strategies have proven to be ineffective in pakistan for leaving pepsi behind. Lifebuoy branded hygiene promotion activations, such as swasthya chetna in india, berbagi sehat in indonesia and germ fighters in sri lanka have educated over 125 million people about the importance of handwashing with soap. Media research is the preproduction phase of any media campaign.
Positioning lifebuoy s hand wash goal is to provide affordable and accessible hygiene and health solutions parent companyhul categorypersonal care soap sectorfm cg advertisements swot analysis usage of lifebuoy handwashgerm free, smell, healthy,100% secure,care,safety segmentations pricing strategy marketing strategy distribution. Further, the linkage draws on lifebuoy s heritage as a diseasefighting soap product. Lifebuoy has gained international acceptance as germ protection soap and has been projected by its company as a safe and secure product. Scribd is the worlds largest social reading and publishing site. With a turnover of over rs 2,000 crore, santoor has clearly overtaken huls soap brand lux, and is now challenging the numero uno lifebuoy. This report includes the strategic marketing plan for the lifebuoy, which covers the strengths, weaknesses, opportunity and threats of the lifebuoy. All aspects of the lifebuoy brand equity, lifebuoy bar. The product strategy and mix in lifebuoy marketing strategy can be explained as follows. The soaps manufactured today under the lifebuoy brand do not contain phenol.
Aug 29, 2016 third, the program is intricately tied to lifebuoy as hand washing suggests the use of lifebuoy soap. Lifebuoy has achieved three years of doubledigit growth to become the worlds number one antibacterial brand. The study of cavinkare highlights the business strategies. Etsy is the home to thousands of handmade, vintage, and oneofakind products and gifts related to your search. In doing so, unilever not only helped prevent diseases like diarrhea by promoting health and hygiene awareness amongst the poor, who were. Excellent brand visibility and extensive distribution. Lifebuoy is the leading brand of soap from unilever and is available in several variants with better effectiveness, fragrance, and feel. I never got a chance to use the original us made product, but mom always swore by this stuff, using it as a bath soap and as a shampoo. The depth of the product mix refers to the number of variants of each product offered in the line e. The product initially launched as a carbolic disinfectant soap during the epidemics, created a strong brand presence all thanks to its distinctive looks. After this decline, the lifebuoy brand was seen less and less in the american market.
All documents marketing marketing management section of our research repository. Turnaround strategy lifebuoy soap is a very old brand of bath soap in india, life buoy. Further, the linkage draws on lifebuoys heritage as a diseasefighting soap product. Lifebuoy was originally, and for much of its history, a carbolic soap containing phenol carbolic acid, a compound extracted from coal tar.
Lifebuoy is the worlds number one selling antibacterial soap, sold in nearly 60 countries. In march 2003, hll had introduced lifebuoy family talc on the platform of health. Well, producing a strategy onapage soap in powerpoint combines all of the strategy elements, aligning business strategies with functional goals and tactical measurements, providing a means for translating a vision statement into more actionable terms. The depth of the hul product mix the depth of the hul product mix. If you havent already, make sure you do market research to identify your prospective followers people who are already buying or express an interest in herbal personal care products. Project lifebuoy free download as powerpoint presentation. Some of the major strategies adopted by fmcg companies for making their brands outstanding compared to competitions are as follows. So lifebuoy is well in line with its goals and objectives providing hygiene and health solutions that enable people to lead a life without fear of hygiene anxieties and health consequences. Lifebuoy soap is found across the world, in some countries such as india where it is the market leading brand. Lifebuoy is a brand of soap which began in england in 1895. Unilever through its lifebuoy brand cofounded global handwashing day in 2008 with the public private partnership for handwashing with soap ppphw. Lifebuoy s unique formulations and herbal ingredients in this soap make it superior to all other ordinary soaps available in the market. So lifebuoy is well in line with its goals and objectives.
Its healthcentric approach and communication have helped it. If close up toothpaste comes in three formulation and in three sizes, close up has a depth of 9 33 the consistency of the hul product mix. Marketing strategy success contingent on formulating your marketing mix so that it. Unilever lifebuoy campaign achieves dramatic results. Lifebuoy is a leading disinfectant soap brand from the house of fmcg giant hul. Research indicated that people liked the quality of our soap. Marketing strategies for herbal soap your business. As of 2020, there are several marketing strategies like productservice innovation, marketing investment, customer experience etc.
It reflects the internal and external environment, strategic marketing mix and it ends with the recommended medium term strategy. Lifebuoy is the leading brand of soap from unilever and is available in several variants with better. Lifebuoy is also made available to retail shops, wholesale outlets, malls, etc. The brand has a mammoth user base of over 600 million consumers in india. Most popular soap brand specially in the rural market 5.
Lifebuoy soap follows the maximum market share policy for selecting their pricing objective. Through the lifebuoy brand, we aim to make a difference by creating quality, affordable products and promoting healthy hygiene habits. Unilever is a multinational corporation, formed of anglodutch parentage that owns many of the worlds consumer product brands in foods, beverages, cleaning agents and personal care products. Factors influencing consumer purchase of the company products place one of the largest distribution networks in bangladesh about 1500 stockists total coverage. Mar 24, 2012 lifebuoy liquid hand wash was the first liquid soap. Lifebuoy offers affordable, accessible soaps to help communities around the world improve hygiene through handwashing. It was built using powerpoint shapes so the graphic design can easily be customized without losing image quality. High consumer awareness for the brand of lifebuoy 4. Soap marketing, as well as provision of marketing support to lifebuoys social. The objective of this program was to educate around 200 million people in rural and urban areas about the.
Lifebuoys swasthya chetna, hindustan lever limited hll, unilever, fast moving consumer goods fmcg major, personal soap wash, rural social marketing strategy, advertising campaign, sales promotion, marketing mix, brand management, repositioning, behavioral change, corporate social responsibility, media channels, global public. Lifebuoy marketing mix 4ps lifebuoy marketing strategy. Create marketing content that resonates with prezi video. Ppt positioning powerpoint presentation free to download. Apr 19, 2020 marketing mix of hul hindustan unilever analyses the brandcompany which covers 4ps product, price, place, promotion and explains the hul hindustan unilever marketing strategy. We realised there was an opportunity for a good soap at an affordable price, says godrej, who is the chairman of the eponymous group. Lifebuoy had become a family soap with hygiene as its core promise. Lifebuoy is aiming to change the handwashing behaviour of one billion people by 2020, as part of its commitment to decreasing child mortality and to the unilever sustainable living plan. For a soap that had been relegated to toilets, lifebuoy has gathered new adherents in an age where more consumers are getting concerned about germs and cleanliness, says arvind sahay, professor of marketing at the indian institute of management, ahmedabad. The brand was launched a 100 years back in india by unilever during epidemics as a powerful germicidal and a disinfectant. Product life cycle strategies focus on the difference between a product and a brand. What kind of marketing did lifebuoy soap do to become the. Well planed market strategy can be vital to the growth for the. Lifebuoy is the single largest soap brand with 20 lakh soaps sold every day and an estimated value of rs 500 crore 600 million users annually.
The brand has adopted intensive marketing plans to promote its products in global market. The downward trend of lifebuoy carbolic soap sales made hindustan lever ltd withdraw the product category during 2002 and rejuvenate the brand with prudent marketing strategies by optimally utilising the brand image. This is a research report on project on lifebuoy soap uploaded by sayed arif in category. Lifebuoy launches high five for handwashing campaign news. Lifebuoy s swasthya chetna lsc was a fiveyear health and hygiene education program initiated by hindustan lever limited hll, the indian arm of the fast moving consumer goods fmcg major, unilever. Specifies the way you want consumers to think feel about your productservice.
903 62 1025 130 1226 808 673 1184 146 869 768 1489 1322 614 825 721 1237 7 970 1431 15 880 1285 695 679 961 908 47 264 134 1490 1113 1417 950 232 520 567 724 997 457