PRESENTED BY:

Shubham Singh
Sashikant Singh
"When you go to a doctor, there are some very
strict, disciplinarian ones and there are some who
make light of the illness. Lifebuoy is the second
kind of doctor", says AmerJaleel, NCD,
LoweLintas.
 In 1931, Unilever set up its first Indian subsidiary, Hindustan
Vanaspati Manufacturing Company, followed by Lever Brothers
India Limited (1933) and United Traders Limited (1935). These
three companies merged to form HUL in November 1956.

 Hindustan Unilever Limited (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.
 HUL meets everyday needs for nutrition, hygiene, and
personal care with brands that help people feel good,
look good and get more out of life. It is a mission HUL
shares with its parent company Unilever. Unilever sells
Foods and Home and Personal Care brands in about 100
countries worldwide.

 HUL is also one of India's largest exporters. It has been

recognized as a Golden Super Star Trading House by the
Government of India. HUL's brands like Lifebuoy, Lux,
Surf Excel, Rin, Wheel, Fair & Lovely, Pond's, Sunsilk,
Clinic, Pepsodent, Close-up, Lakme, Brooke Bond,
Kissan, Knorr-Annapurna, Kwality Wall's are household
names across the country and span many categories like
soaps, detergents, personal products, tea, coffee, ice
cream, etc.

 Exports are a substantial business in HUL, accounting for

about 12% of the company's turnover which includes
beverages, marine products, rice & castor.
Lifebuoy Bar Soaps
 Mothers are the true
experts when it comes
to their family‟s 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
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 bacteria‟s
cell membrane & virus‟s 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 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
provide the most
important benefits to
men's skin:
 Deodorising - protection
from sweat and
stickiness, and
 Hydrating - helping to
moisturise skin.
  SwasthyaChetna, which means 'Health Awakening', is a multi-
phased activity that works towards effecting hand washing
behaviour change in rural communities. The main message of the
campaign is "Visibly clean is not really clean".
  I N D I A : Gurudwara
 Lifebuoy soaps were distributed as gifts in the Gurudwaras.
 The activation covered 156 Gurudwaras across 138 small towns in
Punjab, engaging over 35,000 people with the Lifebuoy health and
hygiene message.
  WAY OF LIFE
 To measure the real benefits to those who adopt the 'Lifebuoy Way of
Life'. The 'Lifebuoy
 Way of Life' is a plan proposed by Lifebuoy that focuses on washing
hands with Lifebuoy soap on 5 key occasions: Before breakfast,
Before lunch ,Before dinner ,During the daily bath ,Immediately after
visiting the toilet
 Social Mission
Lifebuoy co-founded 15th 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.
 PLACE

 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.
 Rural:
75% of India's population is in the rural areas; hence about 50% of
the soaps are sold in the rural markets. Lifebuoy‘s 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.
 PROMOTION
 Lifebuoy soap has been promoted
through all type of media like T.V;
Radio;
Newspaper; etc. HUL also promoted
lifebuoy through local bodies like ‗Gram
Panchayat', ‗Swasthya Parishad' by
offering knowledge for using good and
anti-germ products. HUL focused on the
promotional campaign in rural sector.
They also concentrated on promoting
through radio and sponsoring
programmes like
‗Krishi Darshan' and ‗Aap ka Swasthya'
programmes that have greater number
of audience.
 In rural areas, Walls were painted with the name ‗LIFEBUOY‘.
 Hindustan Lever Ltd. used the big budget film `Krrish' to market its
largest selling soap brand — Lifebuoy. HUL was engaged in a co-
branded promotion with the film, which involved printing pictures of
Krrish's character on its Lifebuoy packs and also giving away
merchandise based on the film.
Lifebuoy was chosen over the other brands since the brand is
all about protection and Krrish's character is also about
protecting the world from enemies.
 SEGMENTATION
 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.15 & more)
 Popular (priced at Rs.11 –Rs.14)
 Economy (priced upto Rs.10)
 GEOGRAPHIC SEGMENTATION

 World region: Asia

 Country: India, Pakistan
 Cities: All cities of India& Pakistan
 Target Area: Urban,SemiUrban, Rural.
DEMOGRAPHIC SEGMENTATION

• Age: 6-50+
•Gender: Anyone
•Income: Rs.5,000+
•Target Area : Lower income group
 BEHAVIOURAL SEGMENTATION
 Benefits: Total protection antiseptic
soap.
 User status : Regular user

PSYCHOGRAPHIC SEGMENTATION
• Social class: Middle & Lower class.

• Lifestyle: Outdoor- Oriented, Sports-Oriented

 POSITIONING

 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.
 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
 Differentiation between Lifebuoy‟s variants is 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).
 BRAND EXTENTION

SHOWER LIQUID
LIFEBUOY TALCUM HANDWAS
POWDER GEL
H
 SWOT ANALYSIS
LOGO

PARENT COMPANY HUL

SECTOR FMCG
 SWOT ANALYSIS

TAGLINE/ SLOGAN Healthy hoga Hindustan;

Lifebuoy hai jaha tandurusti hai waha

USP Lifebuoy provides 100% better protection

from germs as compared to ordinary soaps
 STP SWOT ANALYSIS

SEGMENT Personal Care – Soap, Hand Sanitizer, Hand

Wash
TARGET GROUP All households, to provide a 100%
anti- bacterial soap for complete
protection
POSITIONING Lifebuoy's goal is to provide affordable and
accessible hygiene and health solutions
 SWOT ANALYSIS

STRENGTHS 1.First soap to use carbolic acid, which gave it a

red colour and strong, medicinal scent.
2.Wide portfolio for the Lifebuoy brand ranging
which includes Soap, Hand Sanitizer and Hand
Wash.
3.High consumer awareness for the brand of
Lifebuoy.
4.Most popular soap brand specially in the
rural
market.
5.Excellent brand visibility and extensive
 SWOT ANALYSIS
WEAKNESS 1. Lower market penetration in
urban areas as compared to
rural areas
2. Initially positioned as a
masculine soap, which was
eventually turned as a
family soap.
3. Not been perceived as a
beauty soap, and is mainly
used just for hand
washing
 SWOT ANALYSIS
OPPORTUNITY 1.The Lifebuoy ‗Swasthya Chetana
programme‘ uses a' direct consumer
contact‘ methodology, and touches the lives
of 70 million people in 18,000villages
2.Imparting education about importance of
hand washing to prevent spread of germs
3.Used global epidemics like swine flu to
further promote products for better hygiene and
protection
 SWOT ANALYSIS

THREATS 1.Competitor brands offering similar levels of

protection
2.Considered to be a low-end product, and may
find it difficult to move up in the segment
Things you don’t 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 India‘s foremost Ghazal exponents.

Lifebuoy has been a trusted brand for over 100 years now.
 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.
 Innovative ways of reaching out to the
customers
1. Lifebuoy can implement the idea:

―Lifebuoy se nahao, tandurusti hi nahi, sona bhi pao

i.e. Getting surprise gold coin inside the soap.

2. Another idea could be that:

Each letter of the word „LIFEBUOY‟ will be printed in each pack of soap &
the one who completes the entire word „LIFEBUOY‟ will get an educational
scholarship.