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    4Ps of Lifebuoy

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    Apurva Saini
    Lifebuoy is a classic Indian soap brand that is known for its health and hygiene positioning. It was originally launched as a carbolic 'red soap' and has very strong brand image. It has since repositioned itself and reinvigorated its product line by introducing new variants like body washes, hand washes, and a men's range. Lifebuoy is priced accessibly for lower and middle income groups and is sold through a large distribution network of over 1 million direct outlets across India. It has a 21% market share in India and is the market leader in the carbolic soap segment, competing against brands like Dettol, Savalon, and Nirma. Recent initiatives have

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    4Ps of Lifebuoy

    Uploaded by

    Apurva Saini
    740 views5 pages
    Lifebuoy is a classic Indian soap brand that is known for its health and hygiene positioning. It was originally launched as a carbolic 'red soap' and has very strong brand image. It has since repositioned itself and reinvigorated its product line by introducing new variants like body washes, hand washes, and a men's range. Lifebuoy is priced accessibly for lower and middle income groups and is sold through a large distribution network of over 1 million direct outlets across India. It has a 21% market share in India and is the market leader in the carbolic soap segment, competing against brands like Dettol, Savalon, and Nirma. Recent initiatives have

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    Lifebuoy is a classic Indian soap brand that is known for its health and hygiene positioning. It was originally launched as a carbolic 'red soap' and has very strong brand image. It has since repositioned itself and reinvigorated its product line by introducing new variants like body washes, hand washes, and a men's range. Lifebuoy is priced accessibly for lower and middle income groups and is sold through a large distribution network of over 1 million direct outlets across India. It has a 21% market share in India and is the market leader in the carbolic soap segment, competing against brands like Dettol, Savalon, and Nirma. Recent initiatives have

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    740 views5 pages

    4Ps of Lifebuoy

    Uploaded by

    Apurva Saini
    Lifebuoy is a classic Indian soap brand that is known for its health and hygiene positioning. It was originally launched as a carbolic 'red soap' and has very strong brand image. It has since repositioned itself and reinvigorated its product line by introducing new variants like body washes, hand washes, and a men's range. Lifebuoy is priced accessibly for lower and middle income groups and is sold through a large distribution network of over 1 million direct outlets across India. It has a 21% market share in India and is the market leader in the carbolic soap segment, competing against brands like Dettol, Savalon, and Nirma. Recent initiatives have

    Copyright:

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    4Ps Of Lifebuoy

    Product: 
    Variants 
    Bar Soap: The classic red bar of Lifebuoy soap and its distinctive phenol
    smell has been synonymous with cleanliness. 

    Body Wash: Lifebuoy Body Wash provides deep cleansing of pores,


    protecting against the three root causes of skin health problems – clogged
    pores, over-drying, and infection-causing germs. Lifebuoy ActiFresh variant
    which envelopes you in its fresh fragrance for up to 12 hours after a bath,
    protecting you from odor causing germs and helping you keep your active
    lifestyle intact. 

    Hand Wash: Lifebuoy Hand Soaps offer hospital-strength germ protection,


    with a unique formulation that generates a rich lather. Lifebuoy Actifresh
    Hand Wash-Working in the kitchen, odor from food items tends to persist
    on your hands even hours after washing. Lifebuoy Actifresh Hand Wash
    provides proven protection for hands against harmful germs and persistent
    kitchen odors, keeping them germ-free and fragrant. 

    Men’s Range: Lifebuoy Men's Body Washes are specially formulated to


    wash away excess oil and sweat, protecting against body odor and other
    problems caused by germs. Two variants provide the most important
    benefits to men's skin: 
    Deodorizing - protection from sweat and stickiness, and 
    Hydrating - helping to moisturize skin. 
    Quality 
    Repositioning Campaign: 
    Lifebuoy has been successful in repositioning itself as a quality antibacterial
    soap having better fragrance. Many companies have tried this when they
    see market trend shifting but most fail to do so. Lifebuoy though has been
    successful. 

    Design 
    Lifebuoy soap's classic hard red brick shape has been replaced with a new
    signature Lifebuoy shape. The new shape makes the bar easier to grip and
    use 
      The Lifebuoy Brand team have developed a new formulation providing  
    even better germ protection which creates a rich lather on   the skin 
          Lifebuoy soap's characteristic medicated, carbolic smell   has been
    replaced with a more enjoyable and contemporary 'health'...

    PRODUCT :

    LAUNCHED AS CARBOLIC ‘RED SOAP’ .

    SYMBOLISE HEALTH AND HYGIENE.

    VERY STRONG BRAND IMAGE.

    RECAHNILISED ITS PRODUCT CYCLE BY INTRODUCING NEW


    VARIANTS.

    PRICE:

    SOLD TO LOWER AND MIDDLE INCOME GROUP PEOPLE.

    PRICED AT COMPARITIVELY LOW PRICE.


    MOST VARIENTS SOLD AT MRP Rs 11/PIECE.

    PLACE:

    STRONG DISTRIBUTION CAHNNEL.

    APP. 2000 SUPPLIERS

    PRODUCT PRODUCED AT 80 DIFFERENT FACTORIES.

    45 C & F AGENTS, 4000 STOCKISTS.

    1 Mn DIRECT OUTLET AND 6.3 Mn TOTAL OUTLET .

    PROMOTION:

    POSITIONED AS ‘HEALTH AND HYGIENE’ SOAP.

    INITIALY PROMOTED BY SPORTSMAN LIFE FOOTBALL .

    NOW PROMOTED AS FAMILY SOAP FOR BOTH MALE AND FEMALE.

    PRODUCT HIERARCHY

    NEED: CLEANLINESS

    FAMILY : HEALTH AND HYGIENE HYGIENE

    CLASS : TOILETRIES :

    LINE : BATHING SOAP :

    TYPE : CARBOLIC SOAP :

    SKQ : LIFEBOUY TOTAL SOAP


    MARKET SHARE

    SOLD IN INDIA FROM 1895.

    OFFICIALY LAUNCHED IN 1935.

    SALE OF 5 Bn OVER WORLD IN A DAY.

    MARKET SHARE OF 21%.

    95% SHARE IN CARBOLIC SOAP SEGMENT.

    MAJOR CHANGES IN 2002,2004 AND 2006 TO INCREASE MARKET


    SHARE I INDIA.

    COMPETITORS
    DEETOL

    SAVALON

    NIRMA

    CINTHOL

    OTHERS

    LIFEBOUY AT RS 2.
    SOLD AT LOWEST EVER PRICE.

    TARGETED MAILY AT EXPANSION OF RURAL MARKET.

    TRANSLATE INCREASE IN INCOME INTO SPENDING OVER FMCG


    GOODS.

    SOLD IN NEW FORMAT LIKE SHAMPOO SACHETS.


    REVIVAL PROMOTION INITIATIVES

    LIFEBOUY NO LONGER A ‘CARBOLIC SOAP’.

    ITS NOW A TOILET SOAP WITH DIFFERENT ‘HEALTH’ FRAGANCE.

    SIZE, FORMULATION, PACKING, PERFUME HAD . UNDERGONE SEA


    CHANGE.

    FEOM FOCUS ON MALE, NOW FOCUS IS ON WHOLE FAMILY.

    REGAINED ITS POSITIO AS STRONGEST BRAND IN SOAP MARKET.

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