DEMOGRAPHIC SEGMENTATION & TARGETING LIFEBUOY ‡ ‡ ‡ ‡ ‡ Age: 6-50+ Gender: Anyone Family size: 2, 3-4, 5+ Income: Rs.

5,000+ Target Area:Lower income group

GEOGRAPHIC SEGMENTATION & TARGETING LIFEBUOY ‡ ‡ ‡ ‡ World region: Asia Country: India, Pakistan Cities: All cities of India & Pakistan Target Area: Urban,Semi Urban, Rural.

BEHAVIOURAL SEGMENTATION & TARGETING LIFEBUOY ‡ ‡ Benefits: Total protection antiseptic soap. User status : Regular user

PSYCHOGRAPHIC SEGMENTATION & TARGETING

LIFEBUOY ‡ ‡ Social class: Middle & Lower class. Lifestyle: Outdoor-Oriented.Sports-Oriented VALUE PROPOSITION LIFEBUOY .

POINT OF DIFFERENCE LIFEBUOY ‡ ‡ It provides protection against germs at affordable price.It provides total protection and positioned as health and hygiene soap. . It has unique punch line LIFEBUOY HAI JAHA TANDRUSTI HAI WAHA .

It launched many variants:  Lifebuoy Active Red  Lifebuoy Active Orange  Lifebuoy International Plus  Lifebuoy International Gold  Lifebuoy Nature (Neem & Tulsi) MARKETING MIX MARKETING MIX OF LIFEBUOY . lifebuoy was launched as red brick shaped.POSITIONING OF LIFEBUOY ‡ ‡ First. It has been repositioned in 2002 as family soap.

Recent pricing of Lifebuoy: Lifebuoy Active Red Lifebuoy Active Orange Lifebuoy International Plus Lifebuoy International Gold Lifebuoy Nature (Neem & Tulsi) Recently it has launched talcum powder under the brand name of lifebuoy. Lifebuoy Total Lifebuoy nature . Rechanilised its product cycle by introducing new variants like± ± ± ± ± ‡ PRICE ‡ ‡ Affordable price for consumers.PRODUCT ‡ ‡ ‡ Launched as Carbolic Red Soap Symbolize health & hygiene.

10 for 100gm It has made his strategy like that in every small or big shop customer will be able to find out the product. It has already appointed 6000 such sub-stockists. the distribution network directly covers about 50. As a result. reaching about 250 million consumers.000 villages.12 for 125gm Rs.Lifebuoy care Lifebuoy active total Lifebuoy Nature Lifebuoy Gold care PLACE ‡ Rs.10 for 100gm Rs. ‡ .

‡ By the swasthya chetna project company has already covered great % of villages and is being progressively extended. For promotion in rural markets. . the agency team focused attention on the family health themes. PROMOTION ‡ ‡ It uses health care programme as their promotion so as to aware people of their health. It also does promotion through TV and print campaigns. it created the Lifebuoy Swashthya Chetana project. ‡ ‡ The brand registered a 30 per cent increase in volumes after launching this project.

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