PRESENTED BY:

BinushThampan
DC:2 B.Com
Lifebuoy Product life cycle & Marketing Strategies

Introduction

One of the oldest brand of HUL & positioned as health &
hygiene soap.

Introduced in 1895 as a disinfectant soap especially
when the country was severely affected by diseases like
typhoid plague & yellow fever

Only soap brand to cross 100,000 tones of sales in a
single year.

The Brick Red Soap with its beautiful jingle have carried
the message of health across the length and breadth of
the country making it the largest selling soap brand in the
world




HUL
Home &
Personal
Care
Personal
Wash
Lifebuoy
Soap
Lifebuoy Total Protect
Lifebuoy Mild Care
Lifebuoy Nature Pure
Lifebuoy Active fresh
Lifebuoy Vita Protect
Lifebuoy Moisture Plus
Lifebuoy Clear skin

Hand
wash
Body
wash
Hand
Sanitizer
Lifebuoy
Total
Lifebuoy
Care
Mens
Range
Hydrating
Deodrating
Foods Water Purifier
MARKETING MIX





PRODUCT
PRICE
Launched as carbolic
red disinfectant soap
Initially meant only for
health & hygiene
Strong Brand Image.
Moved on to freshness
, beauty care, nature
care & deodorant


Targeted lower & middle
income group mainly the
rural consumers
Moved on to high prices
following the process of
trading-up
LIFEBUOY BAR SOAPS
Mothers are the true experts when it
comes to their familys health. These
six variants help you protect your
family from the 10 infection causing
germs and stay one step ahead of
them.
Lifebuoy Totalprotect
Lifebuoy Mildcare
Lifebuoy Naturepure
Lifebuoy Activfresh
Lifebuoy Vitaprotect
Lifebuoy Moistureplus
LIFEBUOY CLEAR SKIN

Lifebuoy Clear Skin provides specialist
protection from acne, which results from
oil and dirt coming together. Mineral clay
or "multani mitti" absorbs the oil from
your skin, while washing away germs and
dirt to greatly reduce the incidence of
acne. In fact, Lifebuoy Clear Skin is
proven to reduce acne by up to 70% in
six weeks, guaranteeing visibly clearer
skin.
LIFEBUOY HAND WASH
Clean, germ-free hands are the key to good
health, as ingestion of germs from unhygienic
hands at mealtimes is the most likely cause for
common diseases. Lifebuoy Hand wash offers
germ protection, with a unique formulation that
generates a rich lather. This provides an
effective and hygienic wash in every corner of
the hands and nails, at the same time leaving
your hands pleasantly fragrant.
Lifebuoy Total
Lifebuoy Care
Lifebuoy Nature
Lifebuoy Activfresh
LIFEBUOY BODYWASH
Everyday, dirt and pollution blocks
pores, providing a fertile breeding
ground for harmful germs, ultimately
resulting in various skin problems.
Lifebuoy Body Wash provides deep
cleansing of pores, protecting against
the three root causes of skin health
problems clogged pores, over-drying,
and germs.
Lifebuoy Totalprotect
Lifebuoy Mildcare
Lifebuoy Naturepure
Lifebuoy Activfresh
Lifebuoy Vitaprotect
Lifebuoy Moistureplus
LIFEBUOY SANITIZER
Lifebuoy Hand Sanitizer effectively
disrupts bacterias cell membrane &
viruss outer coat thereby kills
bacteria & inactivates viruses on
your hands.
Proven to instantly kill 99.99%
germs without water.
Proven to kill H1N1 virus
Dries quickly, is non-sticky and has
soothing fragrance.
Has Moisturizer and Vitamin E to
keep your hands soft and smooth.
Two variants:
Lifebuoy Total
Lifebuoy Care
LIFEBUOY MENS 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 provide the
most important benefits to men's skin:
Deodorising - protection from sweat
and stickiness, and
Hydrating - helping to moisturise skin.



YEAR BRIEF HISTORY
1894
William Hesketh Lever Launches Lifebuoy in Britain
1895
Lifebuoy gets launched in South Asia and South Africa
1914
Lifebuoy was sent to soldiers during World War I
1920
A fresh approach to marketing Lifebuoy soap in Britain &US, a positive attitude
to good health, targeted at females
Sailor was replaced with image of red Lifebuoy soapbar
1922
Lifebuoy begins manufacturing in Calcutta, India
YEAR BRIEF HISTORY
1923 Lifebuoy production changes to mild soaps: improves product appearance and
lasting quality
1928 Lifebuoy produced two soaps: one for the body, one for household usage
1933 Lifebuoy toilet soaps gets launched in UK
1934 New factory opens in Mumbai
Clean Hands launched as a school programme , educating children on need to
wash hands
1939 Lifebuoy provides emergency washing facilities in Britain during the World War
II
YEAR BRIEF HISTORY
1949
Lifebuoy gets launched in Indonesia
1970
Lifebuoy was positioned as a soap for sporty people in UK and US
1990
Lifebuoy withdraws from US and UK market
2002
Swasthya Chetna begins
2003
Lifebuoy bar gets a new shape
2005
Life without fear- first little Gandhi TV ad show in Asia
2008
First Global Hand Washing day on Oct 15 held in over 75 countries and 23
Lifebuoy market
2009
Lifebuoys biggest ever Global relaunch-based on an unprecedented real life
clinical trial that focused on practicing the Lifebuoy Way
SOCIAL MISSION
Lifebuoy co-founded 15
th
October first ever Global Hand washing Day in
2008.

2009 Guinness World Record success
52,970 Children Hand washing with Lifebuoy in Bangladesh
15,115 Children Hand washing with Lifebuoy at Chennai in India
Lifebuoy and the Water Supply and Sanitation Collaborative Council
(WSSCC) challenged children to draw a poster which promotes the
importance of hand washing with soap.
Lucky competition winners from over 20 countries will fly to the UN palace
to take part in a high profile international hand washing event.
DISTRIBUTION CHANNEL
product Package size Price(Rs)
Lifebuoy care bath 120gm 28
90gm 12
Lifebuoy Deo fresh soap 90gm 10
Lifebuoy Milk care soap 90gm 22
Lifebuoy Nature bath 120gm 24
90gm 13
Lifebuoy Skin guard 75gm 24
Lifebuoy total 120gm 24
80gm 10
Product, price, place, promotion

product Package size Price(Rs)
Lifebuoy Clear Skin 125gm 20
75gm 13
Lifebuoy Hand sanitizer 100 ml 60
Lifebuoy Hand soap 200ml 45
(Refill pack) 180ml 28
Lifebuoy Mens body wash 200ml 98
Lifebuoy Family Talc 100gm 28
400gm 68
Lifebuoy Hand Wash
LIFEBUOY VARIANTS INTER COMPETITORS INTRA COMPETITORS
Lifebuoy
(Total Plus)
Godrej.no.1(Rs.8),
Santoor(Rs.10)

Breeze
(Rs.8 for 100 gms.)
Lifebuoy DeoFresh
Cinthol
(Rs.13)
Liril(Rs.16),
Lux(Rs.13)
Lifebuoy Active
Dettol(Rs.16),
Savlon(Rs.16)
Rexona
(Rs.13 for 100 gms.)
Lifebuoy clear skin
(Rs.13)
Fair glow(Rs.10),
No marks(Rs.19)
Fair & Lovely(Rs.10),
Dove(Rs 27),
Pears(Rs 20)
Lifebuoy
Nature
Medimix(Rs.13),
Chandrika(Rs.12)
Hamaam
(Rs.13 for 100 gms.)

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 . As a result, the distribution
network directly covers about 50,000villages, reaching about 250
million consumers. By the swasthya chetna project company
has already covered great % of villages and is being progressively
extended.

PLACE
Rural:
75% of India's population is in the rural areas; hence about 50% of the
soaps are sold in the rural markets. Lifebuoys variants like Lifebuoy plus,
Lifebuoy total, lifebuoy active are specially positioned for the rural market.

Semi-urban:
For the semi-urban segment, Lifebuoy nature & Lifebuoy fresh is
positioned.

Urban:
Whereas Lifebuoy clear skin soap, Lifebuoy deo fresh, Lifebuoy
international (plus &gold) are meant for the urban segment.

The segmentation of the soap market can be done on the basis of
three price ranges Economy, Popular and Premium. The price
differential between the premium and economy segments is about 2X.
The popular and economy segments accounts for about 4/5ths of the
entire market for soaps.
Price for 100 Gms.
Premium (priced at Rs.24 & more)
Popular (priced at Rs.13 Rs.23)
Economy (priced upto Rs.10)


SEGMENTATION
Breeze & Lifebuoy falls in the economy category. HLLs premium category
soaps include Pears, Dove, Moti & Liril whereas Hamam, Rexona & Lux
falls in the popular category. It can be diagrammatically shown as follows:

Premium (Priced at Rs.22and more)

Popular (Priced at Rs.11 to Rs. 20)

Economy (Priced at Rs.10)
World region: Asia
Country: India, Pakistan
Cities: All cities of India& Pakistan
Target Area: Urban,SemiUrban, Rural.

GEOGRAPHIC SEGMENTATION
Age: 6-50+
Gender: Anyone
Income: Rs.5,000+
Target Area : Lower income group
DEMOGRAPHIC SEGMENTATION
Social class: Middle & Lower class.

Lifestyle: Outdoor- Oriented, Sports-Oriented
BEHAVIOURAL SEGMENTATION
Benefits: Total protection
antiseptic soap.
User status : Regular user

PSYCHOGRAPHIC SEGMENTATION
The Indian soap market is huge, diverse and constantly
evolving. In terms of benefits sought by consumers, the
market can be divided into four broad segments health,
naturals, beauty and freshness.
Lifebuoy is been positioned by its uses & applications. It is
been positioned as a complete family health soap.

POSITIONING
POSITIONED FOR
Lifebuoy Total

mothers with active kids

Lifebuoy Deo Fresh young adults who lead active lifestyles

Lifebuoy Active Green As herbal soap

Lifebuoy Gold Care for sensitive skin

Lifebuoy Clear Skin for pimple free skin

Differentiation between Lifebuoys variants is that the original lifebuoy had red
colour which is now repositioned as lifebuoy active red.
Now it has lifebuoy active orange which is orange in colour, active green in
green colour, active cool in blue colour, Gold care, deo fresh, plus & total in
white colour. Whereas Lifebuoy clear skin is creamish brown in colour (colour
of Multani Mitti).

DIFFERENTIATION
Soaps have a 98 percent penetration level in the urban markets and 70 per cent in rural
market. HUL relaunched the Lifebuoy brand in 2002 and continues to be the largest
selling popular soap in its category. Toilet soap industry is one of the oldest Fast Moving
Consumer Goods (FMCG) industry in India. It is among the highest penetrated category
within FMCG sector reaching an estimated 95% urban and 87% of the rural households.
HUL has the highest household penetration which is 88%. Lifebuoy has the highest
market penetration in the soap category which is about 91%. Today, 95% of HUL is its
FMCG business.
HULs market share in the personal wash segment is about 56-58% in which lifebuoys
market share is about 18-21%.

Market share, Market Penetration & Lifebuoys share in the total market
share of HUL

The line extension of Lifebuoy includes Lifebuoy international
(plus & gold), Lifebuoy gold care, Lifebuoy total, Lifebuoy deo
fresh, Lifebuoy active (red, orange, green, gold), Lifebuoy cool,
Lifebuoy clear skin & Lifebuoy nature.

LINE EXTENTION
SWOT ANALYSIS
LOGO
PARENT COMPANY HUL
SECTOR FMCG
Things you dont know about Lifebuoy

Lord Lever Hume looked out of the window from his home & saw the
familiar life saver in port sunlight & the word LIFEBUOY flashed through
his mind & he named the soap thus.

2000 lifebuoy soaps are sold every minute.

The original Lifebuoy jingle was sung by Late Jagjeet Singh, one of
the Indias foremost Ghazal exponents.

Lifebuoy has been a trusted brand for over 100 years now.

Things you dont know about Lifebuoy

One in ten people in the world use Lifebuoy.

Today Lifebuoy is mainly sold in Asia and parts of Africa. It is market leader
in every Asian market where it is sold.

In 2005, Lifebuoy was awarded a 'Citizen Brand' accolade in Indonesia in
recognition of the work the brand has undertaken in hand wash education

It is the only soap brand to have ever crossed 100,000 tonnes in sales in a
single year.






Things you dont know about Lifebuoy

The Brand Equity Survey, 2003 ranked this mega-brand as one of the Most
Trusted Brands in India.

HLL's Lifebuoy becomes first Indian brand to have a special postal cover
which was released on the occasion of the World Health Day in recognition
of the phenomenal work done by Lifebuoy for initiating and assiduously
implementing the socially beneficial movement.

Things you dont know about Lifebuoy

3. Use lifebuoy Liquid hand wash daily &
keep your hands like lily

4. Another Ad which can be placed in banners, Posters, Newspapers, etc.

Germs free health ko
tandurusti kahate hain.
Doctors jise recommend karte
hain. use lifebuoy kehte hain.