PRESENTATION ON LIFEBUOY
Submiited To Mrs. Kavita shukla
Section-K group no.-8 Bhavesh naik piyush kumar kushal kumar supriya yadav
Hindustan Uniliver (HUL) is India's largest fast moving consumer goods company, with leadership in Home & Personal Care Products and Foods & Beverages. HUL's brands, spread across 20 distinct consumer categories, touch the lives of two out of three Indians. They endow the company with a scale of combined volumes of about 4 million tonnes and sales of Rs.10,000 crores.
Lifebouy is one of the oldest brand of HUL. It is well positioned as health and hygiene soap.
. It was launched in 1895, and for over a 100 years, has been one of largest selling soap brand within the country. . Lifebuoy is India s largest selling soap brand and has been so for a long time now. . It is the only soap brand to have ever crossed 100,000 tonnes in sales in a single year.
y The brand has a mammoth user base of over 600 million consumers in India. y 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). y The brick red soap, with its perfume and popular Lifebuoy jingle have carried the Lifebuoy message of health across the length and breadth of the country, making it the largest selling soap brand in the world.
MARKETING MIX OF LIFEBUOY
y At the very first HUL has launched the red brick lifebuoy with its own unique fragrance. y It has been repositioned itself in 2002 marking a new turning point in history from carbolic to Total Fatty Material soap and been positioned as family soap with variants like Lifebuoy Gold, Green. y The new Lifebuoy range now includes Lifebuoy Active Red (125gm, 100 gm and 60 gm) and Lifebuoy Active Orange (100gm). y Lifebuoy Active Orange offers the consumer a differentiated health perfume while offering the health benefit of Lifebuoy.
y At the upper end of the market, Lifebuoy offers specific health benefits through Lifebuoy International (Plus and Gold). y Lifebuoy International Plus offers protection against germs which cause body odour . y Lifebuoy International Gold helps protect against germs which cause skin blemishes. y Now Lifebuoy stood for - perfume, formulation, size and shape.
y Lifebuoy has also launched Total, Lifebuoy DeoFresh, Lifebuoy Nature and Lifebuoy Gold Care. y The latest one is launched, called Lifebuoy Skin Guard. y Lifebuoy has also launched soap with neem and tulsi. y The soap for total family protection, Offers clinically proven, long lasting protection from infection causing germs. y Recently it has launched talcum powder under the brand name of lifebuoy.
y Lifebuoy DeoFresh has been introduced especially for young adults who lead activeLifebuoy Total is for all those mothers with active kids who constantly fear hygiene threats from germs leading to stress and anxiety for the mothers and is available at Rs 12 for 125g, Rs 10 for 100g and Rs 5 for 55g. lifestyles. It is available at Rs 10 for 100g. y LifebuoyLifebuoy Nature, on the other hand, comes with neem and tulsi and is available at Rs 10 for 100g.
y Lifebuoy Gold Care is specifically designed for sensitive skin and is available at Rs 10 for 100g.
The Health for the entire family
Company has done a strong promotion for its brand product lifebuoy. It use to launch so many health programmee in so many countries to make people aware of health. Basically company use to so many health care programme as their promotion. For example, a 1930's campaign in the US was titled 'Clean hands help guard health', encouraging the use of Lifebuoy soap to kill the germs on hands that can cause health issues.
y A similar campaign continues today, with Lifebuoy hygiene education programmes ongoing in countries including India, Bangladesh, Pakistan, Sri Lanka, Indonesia and Vietnam. y It also does promotion through TV and print campaigns, the agency team focused attention on the family health themes, conducted consumer education exercise using "Germ tests" through multimedia. y By these activity it has established the brand's credentials as an authority in a credible manner.
y For promotion in rural markets, it created the Lifebuoy Swashthya Chetana project wherein 450 teams of health officers tapped 8000 villages in 11 states of india.
y The brand registered a 30 per cent increase in volumes after launching this project.
y In india company has done its promotion in MAHAKUMBH mela at ALLAHABAD . The company stalls 14 places in the ground & taught people the value of health & hygine by demonstrating lifebuoy. y People in Mela were asked to put there hands below some special camera where they could see the germs on their hands and were asked to wash their hands with lifebuoy and then see the difference. y Company also use to show movies , distribute cassettes & advertise about lifebuoy in rural area.
y Today Lifebuoy is mainly sold in Asia and parts of Africa. It is market leader in every Asian market where it is sold y By its health care programmee it covers many villages. y Basically if we talk about india 70% of the population lives in villages , so company sees a great opportunity in villages & trying to cover that. y It basically covers 2 teirs cities & rural areas. y It has made his strategy like that in every small or big shop customer will be able to find out the product.
y After the changed image of lifebuoy it also trying to make the availability of the soap in above middle class society. y It has already appointed 6000 such sub-stockists. As a result, the distribution network directly covers about 50,000 villages, reaching about 250 million consumers. y By the swasthya chetna project company has already covered over in 52 5000 villages districts of Andhra Pradesh, Karnataka Madhya Pradesh and Gujarat, and is being progressively extended. y The vision of the company to reach every village of the country.