Prepared by:

ABHIJIT MONDAL(14BSP2373)
ABHISHEK SINGH(14BSP0059)
ABHAY LAL(14BSP2475)
ANKIT SINGH(14BSP0198)
HARRAJ SINGH(14BSP2467)
INDRAJIT SIL(14BSP1907)
LALIT PRASAD SINGH
(14BSP1942)
POTNURU VAMSI
KRISHNA(14BSP2488)

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

Sanjeev Mehta
CEO, MD

Kajol Devgn
Bollywood Actoress

HISTORY

In 1964 -first major re-launch.

to use sports as the communication idiom
Targeted towards men
Universal symbol of good health keeping in pace
with its 25yrs image of association with good
health
Pinched aspirational needs.
Catchy jingle with energetic and pulsating
music.
Lifebuoy hai jahan ,
Tandarusti hai vahan

Different types of products

Bar

Body
Wash

Hand
Wash

Hand
Sanitizer

Different variants

Total 10

betel leaf

vita protect

mild care

cool fresh

lemon fresh Moisture plus

Special product
Clini-care

QUESTIONIRE

Do you sell Lifebuoy Lemon

fresh?
% of people

Yes; 32%
Yes
No

No; 68%

Less reach
Less awareness
Less margin
Improper distribution

What is the daily average sale

of the product?
Daily average sales
zero; 10%
Less than 10
10 to 30 or more
10 to 30 or more; 34% Less than 10; 56%
zero

Less demand
Less awareness

For which purpose people

buy Lifebuoy ?
Purpose to buy lifebuoy

others; 10%
Bathing And hand wash; 25%
bathing; 53%
hand wash; 13%

bathing
hand wash
Bathing And hand
wash
others

47% Confused positionin

Promotion needed

Is there any specific season

when its sales increases?
Sales

Summer advantage
Yes; 41%
No; 59%

Yes
No

If people ask for lemon fresh

and you dont have it then
which brand people like to
prefer? Sales
Detol
Others

Savlon
lifebuoy ordinary

lifebuoy ordinary; 26%

Detol; 39%

Others; 18%

Savlon; 18%

Competition from its

own product
Improper distribution
Less price of red lifebuo

In how many different sizes

this product is available?
Different Sizes

More than two; 18%

One; 24%
One
Two
More than two

Two; 58%

Less demand
Less awareness
More individual buyer

Which lifebuoy product

customer prefer?
Customer's prefference for Lifebuoy products

Others; 20%
Liquid; 6%
ordinary lifebuoy; 57%
Lemon fresh; 17%

ordinary lifebuoy
Lemon fresh
Liquid
Others

Competition from
its own product
Positioning of ordinary
lifebuoy
Image of red lifebuoy

How much quantity

customers buy at one time?
Sales

More than 5; 26% One; 28%

2 to 5; 46%

One
2 to 5
More than 5

Less demand
More individual buyer
wrong targeting

Generally which customers

came to buy lemon fresh?
Sex & age group of customers

60

15

50

40

7
23

30

7
16

20
13

10
0

Lower income group

Old aged buyer
Wrong targeting

Male
children

Female
Youngsters

Adults

Old

Customers comes specifically

to buy soap or some other
products & then buy soap with
them? Sales
Yes; 6%
Yes
No

No; 94%

Importance of soap

les share of Lemon fresh in Gurg

Sales
other

lemon fresh

lemon fresh; 2%

other; 98%

Strengths
Low price when compared to Dettol and
Savlon.
Lifebuoys brand image as medical soap.

Weakness
Reach & awareness
No such marketing promotion
Improper distribution channel in urban
areas
Less margin in the product
Distribution problem

Opportunities
High consumer awareness for the brand of
Lifebuoy.
Extensive distribution in Sub urban rural market.

Threats
Demand is not constant.
Competition is high.
Considered to be a low-end product, and may find it
difficult to move up in the segment

Recommendations

Create demand for the product-promotion

Identify the targeted audience of the product
Awareness
Improve distribution channel
Positioning

Conclusion

oy lemon fresh needs to improve upon the distribution network.

needs to create awareness among the consumers/potential consumers about th
oap i.e. lifebuoy lemon fresh.

Questions