...LIFEBUOY CASE STUDY PROPOSAL BY MOHAMMED BALAWAL ARIF MOHAMMED ALI GILL AFIFA SHAMIM LSE Lifebuoy has been a germ killing soap since its inception and a key issue, which needs to be discussed, is its matters relating to Pakistan. In Pakistan, the rate of child mortality due to diarrhea and other diseases is considerably high and almost all of this can be attributed to hygiene. In fact, the hygiene industry owing to these factors has become immensely competitive. The matter in hand focuses on how to develop an engagement platform for children to connect better with the school program. Now the question a person may ask is why target children? It is observed that the people most affected by the diarrhea and other fatal diseases are children. On top of this the awareness level of these diseases in Pakistan especially in the rural areas is quite low. The following plan will focus on the aspect of sustainability whilst ensuring maximum possible consumer exposure and awareness. Our plan is built upon the key premises highlighted in the case study, and the plan will be elaborated on the basis of that. 1). THE IDEA When we were given this case study the first thing that came to mind was to establish a consumer profile. Our target audience would of course be children as well as mothers as a mother would always want to do the best for her child. Our targets would be primarily schools as well as households giving particular focus on rural areas. The basic premise...
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...phase. Not only that, but looking to the future allows the firms to better understand the present: they thoroughly analyze their current resources to prepare for the future, enabling the company to study itself away from the urgent and temporary actions/routines of the present. 2. Lifebuoy came to the market positioning itself as a germ-killer disinfectant. As India was facing a severe plague at the time, the company’s soap was met with great success by the consumers. Lifebuoy particularly targeted blue collared rural workers and hard-workers that needed a strong soap to remove dirt after a long day of physical work and therefore to maintain their health. Its jingle together with a distinctive scent and label boosted sales, as a significant amount of Lifebuoy’s target consumers could not effectively read. It faced no competitor in its market (health & hygiene) and, via advertising in radio, cinema clips and posters, Lifebuoy gained enormous market share in the rural market. 3. Lifebuoy experienced a strong growth period around the 60s decade, with great increases in turnover (top 5 company sales-wise in India). Its recognition as a ‘health soap’ was so large that, in the mind of Indian consumers, Lifebuoy was the equivalent of soap – the brand was often mistaken with the product itself (the ‘growth’ period). However, and during the 70s,...
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...12 PRODUCT LIFE CYCLE (Cont..) (Cont..) MATURITY MATURITY OVER PERIOD OF 100 YEARS , RACHED ITS MATURITY OVER PERIOD OF 100 YEARS , RACHED ITS MATURITY LEVEL. LEVEL. MARKET SHARE BECOMINS ALMOST STAGNENT. MARKET SHARE BECOMINS ALMOST STAGNENT. SOME CUSTOMERS BECAME LOYAL WHILE SOME WENT SOME CUSTOMERS BECAME LOYAL WHILE SOME WENT FOR NEW PRODUCTS. FOR NEW PRODUCTS. SAME BRAND IMAGE LIMITED CONSUMER BASE. SAME BRAND IMAGE LIMITED CONSUMER BASE. DECLINE STAGE DECLINE STAGE SOAP MARKET FAIRLY SLUGGISH IN 2001. SOAP MARKET FAIRLY SLUGGISH IN 2001. LIFEBOUY SHARE DECLINED MORE THAN MARKET LIFEBOUY SHARE DECLINED MORE THAN MARKET DECLINE. DECLINE. 15- 20% DECLINE IN VOLUME OF SALE. 15- 20% DECLINE IN VOLUME OF SALE. REVIVAL PROMOTION INICIATIAVES INICIATIAVES LIFEBOUY NO LONGER A ‘CARBOLIC SOAP’. LIFEBOUY NO LONGER A ‘CARBOLIC SOAP’. ITS NOW A TOILET SOAP WITH DIFFERENT ITS NOW A TOILET SOAP WITH DIFFERENT ‘HEALTH’ FRAGANCE. ‘HEALTH’ FRAGANCE. SIZE, FORMULATION, PACKING, PERFUME HAD SIZE, FORMULATION, PACKING, PERFUME HAD UNDERGONE SEA CHANGE. UNDERGONE SEA CHANGE. FEOM FOCUS ON MALE, NOW FOCUS IS ON FEOM FOCUS ON MALE, NOW FOCUS IS ON WHOLE FAMILY. WHOLE FAMILY. REGAINED ITS POSITIO AS STRONGEST BRAND IN REGAINED ITS POSITIO AS STRONGEST BRAND IN SOAP MARKET. SOAP MARKET. MARKET SHARE SOLD IN INDIA FROM 1895. SOLD IN INDIA FROM 1895. OFFICIALY LAUNCHED IN 1935. OFFICIALY LAUNCHED IN 1935. SALE OF 5 Bn OVER WORLD IN A...
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...MARKETING MANAGEMENT LIFEBUOY CASE STUDY Davide Schirinzi #2458 Marketing Management - Lifebuoy Case Study 1. How is the concept of PLC useful? The concept of PLC is not just useful but crucial for the success of every product. By understanding it, the firm can be able to catch every significant signal of transaction from a phase of the products’ life cycle to another one, and therefore be ready to exploit the maximum from every following step as well as being able to anticipate and prepare the brand for its “after life” cycle. HUL and HLL managed perfectly the lifecycle of Lifebuoy being able to become market leaders since the introduction, keep the leadership during the growth and the maturity, and prevent the decline by reinventing Lifebuoy in an unmatched challenge lasted over 100 years. 2. How did Lifebuoy strategies in the early stages enabled the brand to become a leader? The success of Lifebuoy is related to the perfect timing and accurate positioning that HUL did. HUL understood the big opportunity of a nascent market being the first personal wash brand, during the end of the 19th Century, Rural India was bent by severe plague due to the extremely poor hygienic conditions. Lifebuoy was in fact introduced in the market as an effective disinfectant to fill that need promising customers that it kills germs and keeps the body healthy. Moreover, the 70% of the Indian population lives with less than 1$ for day, therefore the decision of selling it in the Economy segment...
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...Unilever could claim that Lifebuoy were better than competitors products on germ kill. It was proven in their lab research. However, the consumer still unwilling to budge because beating the competitors by going head to head against them would not work. Unilever’s product killed more germs than the competitors’ products. The Research and Development scientists also discovered that Lifebuoy could kill germs faster than the competing products. Unilever’s handwashes could protect hands from germ faster than the other products in the market. Rather than going in with just the claim, the company looked extensively for a consumer angle to frame the “faster kill” claim. The company use the quantitative research, which is the observational research. Observation is a systematic data collection approach. Researchers use all of their senses to examine people in natural settings or naturally occurring situations. Observation of consumers is often a powerful tool. Looking at how consumers select products may yield insights into how they make decisions and what they look for. Observational research is conducted with the informed consent of the consumer or in certain instances without the consumer being aware of the researcher’s presence. It has to be done objectively over a long period of time and on a large proportion of consumers to minimize the chances of bias or error. All the personnel in an organization, such as product designers, manufacturers and marketers, should be involved to...
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...Case Study In: Business and Management Case Study Case Study 3: Lifebuoy/Unilever Asia Private Limited (pg 196) Question 1 Design one TV commercial (s story board) and one print ad that “bring to life” the “big idea.” Answer: For the TV ads, i will keep it very simple. It will start with having the screen split vertically on one side a child would be washing his hands by using Lifebuoy product and on the other side similar child using a competitor product. After 10 seconds the child using the Lifebuoy product would eliminates the germs 99.9% compare to the competitor product. It show how the Lifebuoy is better than other competitor product. For the print ad, I would have a before and after zoomed in picture of a child hand after they used Lifebuoy soap, showing the amount of germs before and after 10 seconds. Besides that, i would have another before and after zoomed in picture by using the competitor product. Result will show that Lifebuoy really can eliminate the germs 99.9% compare to the competitor product.it shown Lifebuoy is the better soap. Question 2 Why didn’t Unilever use factual – information (e.g., results of lab tests) about the “faster kill” to differentiate Lifebuoy from competition Answer: Unilever did not use the factual information because the subjects in the focus groups did not respond well to the factual numbers. The people in the focus groups did not believe that they could really kill more germs. Question 3 How did Unilever use qualitative...
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...Lifebouy “Swastya Chetna” (A Brief Analysis) Honours for Lifebuoy’s Swasthya Chetna programme Lifebuoy is the first brand to ever be honored by the Indian postal department with a special Lifebuoy Swasthya Chetna postal cover, released to mark World Health Day on 7 April 2006 by the Indian postal department which released a special Lifebuoy Swasthya Chetna postal cover. About Lifebouy In 1930’s Uniliver started the “Clean Hands help guard Health” campaign in US to encourage consumers to make their hands germ-free by using lifebuoy. Ever since its launch it had strong association with well-being and health. The soap was a carbolic soap and was quite popular till the early 1990’s. Thereby it faced competition from its counter parts like Nirma bath soap which where soft and were started to be sold at half its price. Lifebuoy experienced a negative growth of 5% in the same year. Women preferred the newer, softer and more fragrant soaps. In 2001, Lifebuoy market share fell to 12.5% from 15.4% as in 1997 To cope up with the same changes were brought in the soap in the formulation, size, shape, weight and packaging of the soap. It was changed from hard carbolic soap to softer soap with refreshing fragrance. This helped to appeal women About Lifebuoy Swasthya Chetna In India, Lifebuoy’s Swasthya Chetna programme clearly demonstrates this commitment to purposeful action towards cleaner, healthier and more hygienic communities. Lifebuoy’s Swasthya Chetna programme is one of...
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...WILD CARD PERSONAL WASH LIFEBUOY • • LIFEBUOY SUPERFAST HAND WASH CASE STUDY Market Scenario: Consumer Profile: Lifebuoy's Role: • With the rise in incidences of various epidemics globally, there is a structural shift in the Skin Cleansing (SCL) market towards the Health & Hygiene (H&H) products, which is driving category growth. In this market hand wash (HW) is the fastest growing format, growing ahead of bars and body wash, with a potential to grow exponentially. • Lifebuoy is the world's largest H&H brand by volume within the SCL category. However HW is still a small part of the brand currently contributing under 10% of Lifebuoy's overall turnover. • Due to the growth opportunity in the HW market many players are beginning to enter into this segment with tailor made offerings, as such there is a growth in the number of SKUs available in the market. The global HW market has the appetite for more consumer need specific SKUs & variants. • In the HW market some of the major competitors of Lifebuoy are: - Dettol: The biggest player in the H&H HW market, Dettol's message for liquid HW is focused on indicting bar that is used and touched by many people. Dettol is proliferating the market with different variants such as the core germ kill range, naturals range, healthy tough range etc. and are upgrading consumers through premium formats such as HW devices. - Kirei Kirei: A considerable opponent in South East Asian market, Kirei Kirei is focusing on...
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...Lifebuoy was a lowly red coloured carboxylic bathing soap which has been in production for a very long time. Initially it was advertised as carboxylic soap which kills germs. It was advertised as the ideal soap for the factory worker. Soap which killed germs and brought freshness to the heavily sweating and sometimes also dust covered worker The carboxylic soap of yore is no more only the germ killing bathing delight. It is now manufactured in several variations of colours, scents and wrappers as well as feel. In spite of all this it remains and retains its germ control quality. It now has very enduring fragrance which I like very much. The same soap is now transformed into a multifaceted bathing bar manufactured in several colours and dtfferent fragrance. The generic lifebuoy comes in four dispensations; lifebuoy total; long lasting germ protection, lifebuoy deofresh; all day freshness and germ protection, lifebuoy care; use twice daily for balanced all day protection from germs (lab proven to fight germs), mild and gentle on skin; and lifebuoy nature, with neem and tulsi. Each one of these is supposed to have different function or purpose written on their wrappers. In addition to the generic product, there is Lifebuoy bathing bar for clear skin with multani matti for pimples and acne prone skin, and Lifebuoy International Plus Bathing Bar with deo-boost; (Helps Protect from Perspiration Odour). These variations of Lifebuoy are also made in liquid form and are available...
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...Comparison of Advertising Strategies of Safeguard vs. Lifebuoy Soap Tahir Ajaib Babar MC070201657 15th May, 2013 Department of Management Sciences, Virtual University of Pakistan TABLE OF CONTENTS Chapter 1 Introduction Introduction …………….…………………………………...………………………. 3 Background …………………………………………..………………………….……4 Objectives ………………………………………………………..……………….…. 4 Significance…………………………………………………….………………….… 4 Chapter 2 Project Proceedings………………………………………………..……………….....5 Chapter 3 Methodology 3.1 Data collection tools/instruments……………………………………….………..7 3.2 Subjects/Participants……………………………………………….………….....7 3.3 Data processing and analysis…………………………………………….…….....7 Bibliography …………………………………………………………………………8 Chapter 1: 1.1 Introduction of the Project: Safeguard, launched in 1995 by Procter & Gamble has set new standards for defining "health & hygiene" in Pakistan. It is an anti- bacterial soap that provides germ protection for twice as long as ordinary soaps making it the doctors' number 1 recommended choice throughout the world. In addition to germ protection, it also caters to various other needs such as beauty care and protection against sweat odor. Safeguard Soap a product of Procter & Gamble is based on clinical testing. Safeguard is targeting the whole family, but it is putting more emphasis on children. Children are more vulnerable to germs and they need more protection, because they spend more outside the home playing around...
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...PLC EXTENTION OF LIFEBUOY Hindustan Unilever Limited (HUL) (BSE: 500696) is India's largest fast-moving consumer goods company based in Mumbai, Maharashtra. It is owned by the British-Dutch company Unilever which controls 52% majority stake in HUL. HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai, India and has an employee strength of over 16,500 employees and contributes to indirect employment of over 65,000 people] The company was renamed in June 2007 as “Hindustan Unilever Limited”. Lever Brothers started its actual operations in India in the summer of 1888, when crates full of Sunlight soap bars, embossed with the words "Made in England by Lever Brothers" were shipped to the Kolkata harbour and it began an era of marketing branded Fast Moving Consumer Goods (FMCG)[ Hindustan Unilever's distribution covers over 2 million retail outlets across India directly and its products are available in over 6.4 million outlets in the country. As per Nielsen market research data, two out of three Indians use HUL products PRODUCT : LIFEBUOY Born: 1895 History: Owned by Unilever Plc., the parent company of Hindustan Unilever Ltd Status: Has 18% market share in the bathing soaps category, worth Rs6,000 crore. Brand story: Lifebuoy landed on Indian shores in 1895, when the country was in the grip of...
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...Case Study 3: Lifebuoy/Unilever Asia Private Limited (pg 196) Question 1 Design one TV commercial (s story board) and one print ad that “bring to life” the “big idea.” Answer: For the TV ads, i will keep it very simple. It will start with having the screen split vertically on one side a child would be washing his hands by using Lifebuoy product and on the other side similar child using a competitor product. After 10 seconds the child using the Lifebuoy product would eliminates the germs 99.9% compare to the competitor product. It show how the Lifebuoy is better than other competitor product. For the print ad, I would have a before and after zoomed in picture of a child hand after they used Lifebuoy soap, showing the amount of germs before and after 10 seconds. Besides that, i would have another before and after zoomed in picture by using the competitor product. Result will show that Lifebuoy really can eliminate the germs 99.9% compare to the competitor product.it shown Lifebuoy is the better soap. Question 2 Why didn’t Unilever use factual – information (e.g., results of lab tests) about the “faster kill” to differentiate Lifebuoy from competition Answer: Unilever did not use the factual information because the subjects in the focus groups did not respond well to the factual numbers. The people in the focus groups did not believe that they could really kill more germs. Question 3 How did Unilever use qualitative and quantitative research (see Chapter 16) to develop...
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...Produk Line adalah sekelompok produk yang berhubungan erat karena mereka berfungsi dengan cara yang sama, dijual kepada kelompok pelanggan yang sama, dipasarkan melalui tipe yang sama dari outlet, atau jatuh dalam rentang harga yang diberikan. Product Line – Length Panjang lini produk menunjukkan jumlah produk yang berbeda dalam lini produk. Sebuah lini produk yang panjang memiliki banyak produk yang berbeda di dalamnya dan lini produk singkat memiliki sejumlah kecil produk yang berbeda. Pekerjaan manajer produk adalah untuk menentukan berapa banyak produk untuk memasukkan dalam lini produk. Jika ada jenis produk terlalu banyak dalam lini produk, mereka akan mulai bersaing satu sama lain, meningkatkan biaya yang tidak perlu dan bahkan membingungkan pelanggan. Jika lini produk yang terlalu pendek akan membatasi pilihan pelanggan dan mengirim pelanggan ke pesaing dengan pilihan produk yang lebih besar. Product Line – Depth Beberapa jenis produk dalam lini produk dapat dibagi lagi menjadi beberapa kelompok, kedalaman lini produk menunjukkan berapa banyak subkelompok lini produk mengandung. Misalnya Samsung telah membagi ponsel mereka ke dalam baris layar sentuh berikut produk, slider / folder, keyboard QWERTY dan telepon bar. Masing-masing lini produk dapat lebih dibagi menjadi subkelompok pada saat menulis artikel ini Samsung memiliki ponsel slider 7 seluler dan 32 ponsel layar sentuh ponsel, 32 adalah lini produk yang mendalam. Product Line – Width adalah jumlah produk line...
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...BrandGuide * Colleges * Forum * Careers * FunCorner * Quizzes * You are here: Home BrandGuide FMCG Lifebuoy Lifebuoy < Lever Ayush.. | | Liril 2000.. > | Lifebuoy | Parent Company | HUL | Category | Personal Care – Soap | Sector | FMCG | 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 | 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 | Strength | 1. First soap to use carbolic acid, which gave it a red color 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 distribution | 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 | Opportunity | 1.The Lifebuoy ‘Swasthya Chetana programme’ uses a‘direct consumer contact’ methodology, and touches the lives of 70 million people...
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...contexts (long lasting protection, protection through all seasons etc.) in many formats (from floor & surface cleaners to soaps to hand sanitizers) and done this by establishing their efficacy in ‘killing the maximum germs’. In markets like Pakistan, India and Saudi Arabia, Lifebuoy needed to step up its imagery. In addition, it was a relatively new entrant to the liquid hand wash category. It did not seem an intuitive choice as a brand for a premium offering, like liquid Handwash and to take on a dominant player. We wanted to target higher income mothers who were potential Handwash users and convince them to use Lifebuoy Handwash for their families. These mothers had kids aged between 4-12 years and were using competitive brands. When it came to protection she was clear that her family deserved the best and was not willing to compromise on it. While this ensured she used the best that there was, it also left an opportunity for us to get a toehold in. If we could convince her that we were better, then she would be open to using Lifebuoy as her purchase criteria was not led by brand as much as it was led by efficacy and the capability to provide the best protection. Thus, the marketing challenge for Lifebuoy was to make up for lost time and grow rapidly in the liquid handwash market despite its imagery and the significant headstart that the competitor...
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