PRODUCT AND BRAND MANAGEMENT

CASE STUDY – LIFEBUOY IN INDIA

Ans.1
 When brought in the market the brand Lifebuoy was proposed as ‘promise to eliminate germs and keep
the body disease free’ thus addressing the market's need for hygiene, health and protection. The key
approach was to keep prices low and promote the product widely so that those affected by diseases
could make and effort to afford it and do something about their health.
 Lifebuoy has always been seen as the brand of citizen or brand of the people or common man,
reaching millions of rural people. "Tandurusti Ki Raksha Karta Hai Lifebuoy," the company's renowned
advertising jingle, was well-known that it allowed the brand "Lifebuoy" to be mistaken for a "red
carbolic soap" for decades. Over the years brand saw steady decline in sales leading to
discontinuation of the product till it was relaunch by the brand with smart marketing methods that
maximized the brand's image.

 The "health and hygiene" product platform had no substitutes, and lifebuoy was a key contributor
to HUL's revenue. Falling to expensive advertising efforts they mostly targeted those who were
hardworking, thrifty, and of the lower socioeconomic level. By late 1960s, the brands had grown and
the company had a turnover of INR932.8 million, placing it among the top five private sector firms in
terms of sales.

 With increased standard of living with time people preferred expensive soaps. The services industry
experienced a strong growth of 10.5 percent in 1999-2000, compared to 7.1 percent in 1993-94. Sales
of Lifebuoy's carbolic soap began to decline in rural regions as consumers demanded more benefits
from soap. From 69 percent in 1992 to 45 percent in 1996, growth has slowed. At the turn of the
century, lifebuoy's market share began to dwindle. Lifebuoy's minor growth of 4.5 percent in 2000
resulted in a PLC drop.

 To stay relevant to current consumers, brands must move with the times in order to prolong their life
cycle. There was a need for understanding the changing needs and demands of the customer and this
laid at the heart of sustaining the shelf life of the brand in the market. They extended the life cycle by
using the brand name and launching several variants of new soaps, talcum powder, deodorants,
handwash etc.

 The brand did not change their positi oning just brought a new marketi ng mix to meet
enhanced and changing needs of people.
1. What are the takeaways from the case in terms of managing the product & brand in a particular
category?

Every product and brand have their own life cycle and it is different for the brand and its product not
necessarily the same. To prolong their product cycle the brands must change, expand and meet the
changing and growing needs of the consumer. In this case, Lifebuoy was the only brand in the mid-20th
century that positioned itself as a health and hygiene brand giving them a monopoly like situation. But as
soon different brands entered the market and launched their products things changed. Their number of
customers declined. This signifies that a product's life cycle has progressed to the maturity stage. Most
consumer products are towards the end of their life cycle, and their consumers are mostly repeat
customers rather than new ones.

With change in the lifestyle of people with change in income the taste, needs, preferences of people
change leading to change in buying pattern. Here brands like Lifebuoy need to realize that they need to
bring something in the market that will keep their customers interested. If brands don’t evolve
themselves and their products then it will eventually decline.

2. Which recent extensions have contributed to lifebuoy's success in growing the brand?

 Men’s range – Lifebuoy Men’s Body Washes are specially formulated to wash away excess oil and
sweat, protecting against body odour and other problems caused by germs. Two variants that provide
the most important benefit to men skin are: Deodorising and Hydrating.

 Soaps – Lifebuoy Total Protect, Lifebuoy Mildcare, Lifebuoy Naturepure, Lifebuoy Activfresh, Lifebuoy
Vitaprotect, Lifebuoy Moistureplus and Lifebuoy Clearskin.

 Handwash – Lifebuoy Total, Lifebuoy Care, Lifebuoy Nature and Lifebuoy Activfresh.

 Bodywash – Lifebuoy Total Protect, Lifebuoy Mildcare, Lifebuoy Naturepure, Lifebuoy Activfresh,
Lifebuoy Vitaprotect and Lifebuoy Moistureplus.

 Sanitizer – Lifebuoy Total, Lifebuoy Care.