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Lifebuoy

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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 DAY.
SALE OF 5 Bn OVER WORLD IN A DAY.
MARKET SHARE OF 21%.
MARKET SHARE OF 21%.
95% SHARE IN CARBOLIC SOAP SEGMENT.
95% SHARE IN CARBOLIC SOAP SEGMENT.
MAJOR CHANGES IN 2002,2004 AND 2006
MAJOR CHANGES IN 2002,2004 AND 2006
TO INCREASE MARKET SHARE I INDIA.
TO INCREASE MARKET SHARE I INDIA

COMPETITORS
DEETOL
DEETOL
SAVALON
SAVALON
NIRMA
NIRMA
CINTHOL
CINTHOL
OTHERS
OTHER
LIFEBOUY AT Rs. 2
SOLD AT LOWEST EVER PRICE.
SOLD AT LOWEST EVER PRICE.
TARGETED MAILY AT EXPANSION OF RURAL MARKET.
TARGETED MAILY AT EXPANSION OF RURAL MARKET.
TRANSLATE INCREASE IN INCOME INTO SPENDING OVER
TRANSLATE INCREASE IN INCOME INTO SPENDING OVER
FMCG GOODS.
FMCG GOODS.
SOLD IN NEW FORMAT LIKE SHAMPOO SACHETS.
SOLD IN NEW FORMAT LIKE SHAMPOO SACHETS.
LIFEBOUY PROMO IN
LIFEBOUY PROMO INA.P.
A.P.
MASS PROMOTIONAL CHAMPAGION “TING TONG” .
MASS PROMOTIONAL CHAMPAGION “TING TONG” .
AIMED AT STRENGTHNING BRAND IMAGE.
AIMED AT STRENGTHNING BRAND IMAGE.
REWARD TO PEOPLE PRODUCING MAX. LIFEBOUY RAPPER.
REWARD TO PEOPLE PRODUCING MAX. LIFEBOUY RAPP
‘SWASTHYA CHETNA’ CAMPAIGN
SWASTHYA CHETNA’ CAMPAIGN
FIRST LARGEST RURAL HEALTH EDUCATION PROGRAM.
FIRST LARGEST RURAL HEALTH EDUCATION PROGRAM.
‘
‘SERIOUS IMPLICATION OF LAXITY IN HEALTH CARE’ AS
SERIOUS IMPLICATION OF LAXITY IN HEALTH CARE’ AS
BASIC THEAM.
BASIC THEAM.
DIARRHOEA
DIARRHOEA WHICH KIILS 3 Mn PEOPLE EVERY YEAR CAN BE
WHICH KIILS 3 Mn PEOPLE EVERY YEAR CAN BE
REDUCED BY 48%.
REDUCED BY 48%.
VISIT VILLAGE SCHOOL TO TEACH IMPORTANCE OF
VISIT VILLAGE SCHOOL TO TEACH IMPORTANCE OF
HANDWASHING.
HANDWASHING.
RECRUIT CHILDREN AND THERE PARENTS ON VOLANTRY
RECRUIT CHILDREN AND THERE PARENTS ON VOLANTRY
BASIS.
BASIS.
STARTED WITH 8 STATES N COVER 70 Mn PEOPLE.
STARTED WITH 8 STATES N COVER 70 Mn PEOPLE.
SALES DURING PERIOD INCREASED BY 20%.
SALES DURING PERIOD INCREASED BY 20%.
ACCORDING TO HUL ITS
ACCORDING TO HUL ITS‘MARKETING PROGRAME WITH
‘MARKETING PROGRAME WITH
SOCIAL BENIFIT’.
SOCIAL BENIFIT’

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