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PRESENTED BY
Aniruddha Nazare Mukesh Mistry Utkarsha Khamkar
"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.
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.
HUL
Home & Personal Care Foods Water Purifier
Personal Wash
Lifebuoy
Soap Hand wash Body wash Hand Sanitizer Mens Range
Lifebuoy Total Protect Lifebuoy Mild Care Lifebuoy Nature Pure Lifebuoy Active fresh Lifebuoy Vita Protect Lifebuoy Moisture Plus Lifebuoy Clear skin
Hydrating Deodrating
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
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
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
1894 1895 1914 1920
BRIEF HISTORY
William Hesketh Lever Launches Lifebuoy in Britain Lifebuoy gets launched in South Asia and South Africa Lifebuoy was sent to soldiers during World War I A fresh approach to marketing Lifebuoy soap in Britain &US, a positive attitude to good health, targeted at females
YEAR
1923 1928 1933 1934
BRIEF HISTORY
Lifebuoy production changes to mild soaps: improves product appearance and lasting quality Lifebuoy produced two soaps: one for the body, one for household usage Lifebuoy toilet soaps gets launched in UK 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
1949 1970 1990 2002 2003 2005 2008
BRIEF HISTORY
Lifebuoy gets launched in Indonesia Lifebuoy was positioned as a soap for sporty people in UK and US Lifebuoy withdraws from US and UK market Swasthya Chetna begins Lifebuoy bar gets a new shape Life without fear- first little Gandhi TV ad show in Asia 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
LOCAL INTERVENTI
INDIA: Swasthya Chetna
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".
INDIA: 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
DISTRIBUTION CHANNEL
Price(Rs) 20 13
100 ml 200ml
(Refill pack) 180ml 200ml 100gm 400gm
60 45
28 98 28 68
LIFEBUOY VARIANTS
Lifebuoy (Total Plus) Lifebuoy DeoFresh
INTER COMPETITORS
Godrej.no.1(Rs.8), Santoor(Rs.10)
INTRA COMPETITORS
Breeze (Rs.8 for 100 gms.)
Cinthol (Rs.13)
Dettol(Rs.16), Savlon(Rs.16) Fair glow(Rs.10), No marks(Rs.19)
Liril(Rs.16), Lux(Rs.13)
Rexona (Rs.13 for 100 gms.) Fair & Lovely(Rs.10), Dove(Rs 27), Pears(Rs 20)
Lifebuoy Active
Lifebuoy Nature
Medimix(Rs.13), Chandrika(Rs.12)
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. 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.
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)
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.15 and more) Popular (Priced at Rs.11 to Rs. 14) Economy (Priced at Rs.10)
GEOGRAPHIC SEGMENTATION
World region: Asia
Country: India, Pakistan Cities: All cities of India& Pakistan
DEMOGRAPHIC SEGMENTATION Age: 6-50+ Gender: Anyone Income: Rs.5,000+ Target Area : Lower income group
BEHAVIOURAL SEGMENTATION
Benefits: Total protection antiseptic
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 Lifebuoy Deo Fresh Lifebuoy Active Green Lifebuoy Gold Care Lifebuoy Clear Skin mothers with active kids young adults who lead active lifestyles As herbal soap for sensitive skin for pimple free skin
DIFFERENTIATION
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).
Market share, Market Penetration & Lifebuoys share in the total market share of HUL
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 5658% in which lifebuoys market share is about 18-21%.
LINE EXTENTION
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.
BRAND EXTENTION
SHOWER GEL
LIQUID HANDWASH
wash, lifebuoy shower gel & lifebuoy talcum powder. Lifebuoy liquid hand wash was the first liquid soap. Lifebuoy talcum powder has a 2 per cent value share in the stagnant talcum powder category with Lever's own brand of Ponds Dream flower talc commanding a leading share in the category which is about 70%. In March 2003, HLL had introduced Lifebuoy Family Talc on the platform of health. It has two pack sizes, priced at Rs.28 for 100 gm and Rs.68 for 400 gm. Positioned as a `complete family health' talc, Lifebuoy Family Talc is expected to provide `All day protection' and meant to fight body odour causing germs all day long, according to the communication on the purple and white packs of its talc. While the upper-end consumers would use deodorants, a Lifebuoy powder could work for consumers in the lower strata who are already familiar with the soap.
SWOT ANALYSIS
LOGO
HUL 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
SWOT ANALYSIS Personal Care Soap, Hand Sanitizer, Hand Wash All households, to provide a 100% antibacterial 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 distribution.
WEAKNESS
SWOT ANALYSIS 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
MARKET SHARE VALUE(%) DETTOL LIFEBUOY LUX SANTOOR BREEZE GODREJ NO.1 SAVLON
2004
2005
2006
2007
2005
2006
2007
DETTOL LIFEBUOY
LUX SANTOOR BREEZE GODREJ NO. 1 SAVLON
2 21.8
14.2 4.1 11.5 5.5 0.2
2.3 22.2
13.5 4.9 9.9 6.9 0.3
2.6 21.6
15.5 5.4 9.5 7.8 0.4
3 20.9
16.2 6.2 9.2 9.1 0.3
B C G M A T R I X
LIFEBUOY
Lifebuoy is a cash cow for HUL. This is because Lifebuoy is Indias first bathing soap & the first product of HUL as a bathing soap. Lifebuoy has a brand loyalty to a very high extent about 95 %. In the rural India, lifebuoy is synonymous with soap for decades now .Lifebuoy has a major chunk of market share in HULs personal wash segment which is 21%.
Y
E X I T B A R R I E R S
BARRIER MATRIX
0
ENTRY BARRIE RS
Things you dont know about Lifebuoy 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.
Today Lifebuoy is mainly sold in Asia and parts of Africa. It is market leader
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.
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.
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.
3. Use lifebuoy Liquid hand wash daily & keep your hands like lily
Germs free health ko tandurusti kahate hain. Doctors jise recommend karte hain. use lifebuoy kehte hain.
L I F E B U O Y
And it can be accompanied by the saying Tandurusti jagaye tan mann mein .. aapka Lifebuoy ab aath rangon mein!!!
7. A radio Ad for Lifebuoy soap could be: Tararum pum pum, kabhi khushi kabhi gum, Lifebuoy se nahaya karo., Sare germs ho kum, Tandurust rahe hum, Rojana nahaya karo..!!!!!