Marketing Mix Of Lifebuoy – Lifebuoy

Marketing Mix
Lifebuoy is associated with FMCG sector and is a personal care brand. It is
marketed and manufactured by its parent company Unilever. Lifebuoy was
introduced in the consumer market in the year 1895 by its founder Lever brothers.
Some of its competitors are as follows-

 Savlon
 Dettol

Product in the Marketing Mix Of Lifebuoy :

Lifebuoy is the leading brand of soap from Unilever and is available in several
variants with better effectiveness, fragrance, and feel. It takes care of family’s health
and hygiene needs by offering protection against germs and infection.
Lifebuoy productportfolio includes –

Lifebuoy Bars

 Lifebuoy Mild Care with Milk Care and Active 5

 Lifebuoy total 10 with Active 5

 Lifebuoy Betel Leaf and Active

 Lifebuoy Cool Fresh with Menthol and Active 5

 Lifebuoy Vita protect with Vitamin A, C and E and Active 5

 Lifebuoy Activfresh Bar soap

 Lifebuoy lemon Fresh with Lemon and Active 5

 Lifebuoy Nature bar Soap

Lifebuoy Handwash- is available in both refills and hand pumps

 Lifebuoy Nature Hand wash

 Lifebuoy Green Tea Hand wash

 Lifebuoy Activfresh Hand wash

 Lifebuoy Care Hand wash

 Lifebuoy Cool Fresh Handwash

 Lifebuoy Classic / total 10 Hand wash

Lifebuoy Body wash

 Lifebuoy Total 10 Body Wash

 Lifebuoy Cool Fresh Body Wash
  Lifebuoy Mild Care Body Wash

 Lifebuoy Vita protect Body Wash

 Lifebuoy Betel Leaf Body Wash

 Lifebuoy Activfresh Body Wash

 Lifebuoy Lemon Fresh Body Wash

 Lifebuoy Nature Body Wash

Lifebuoy Sanitizer

 Lifebuoy Sanitizer Pump

 Lifebuoy Sanitizer Mini

Lifebuoy Shower Gel

 Lifebuoy Shower Gel 500ml Care

 Lifebuoy Shower Gel 500ml Nature

Lifebuoy Family Talcum Powder- Is available in two pack sizes of 400gm and 100gm

Lifebuoy Clini-care 10- Is available as soap and liquid hand wash

Lifebuoy Men’s Range- includes Body Wash

Place in the Marketing Mix Of Lifebuoy :

Lifebuoy was first launched in the consumer market of England. Later it became a
very popular soap in both the United Kingdom and the United States markets but
with time lost its appeal. It was completely pulled out of US markets in the year 2003
and is now produced on a large scale by its owner company Unilever for Caribbean
markets in Tobago and Trinidad, for Brazil, EU and UK market in Cyprus and for the
Asian market in India and Indonesia. Currently, Lifebuoy occupies a great market
share in countries like India where it is actively used by many. It has sales offices in
Kolkata, Mumbai, and Chennai in India. Lifebuoy has a strong and widespread
distribution network that includes retailer, wholesaler, distributor, warehouses and
transportation services to reach customers via discount stores, convenience stores,
corner shops and supermarkets.

Price in the Marketing Mix Of Lifebuoy :

Lifebuoy caters to a worldwide market and in places like India is one of the most
popular and used soap brands. It has successfully penetrated both urban and rural
market because of its penetration policies. It also faces competition from several
brands and has taken care of it by implementing competitive pricing policy. Lifebuoy
has kept product prices marginally lower than the prices of its rival brands. Its
reasonable and inexpensive pricing policy has been a great factor in making it one of
the most popular choices to be used by common masses. This has led to bulk sales
and greater profit margins.

Promotions in the Marketing Mix Of Lifebuoy :

Lifebuoy has gained international acceptance as germ protection soap and has been
projected by its company as a safe and secure product. The brand has
adopted intensive marketing plans to promote its products in global market. It has
launched ad campaigns on television, radio, magazines, newspapers, billboards and
sides and backs of several vehicles.

They started an important project Global Handwash Day on October 15th to bring
awareness about the benefits of regular hand washing, especially in rural areas.
Lifebuoy has been involved in several CSR activities and supplies bars during
natural calamities and crisis. It has also launched a creative campaign “Help a Child
Reach 5” and promotes hand washing to safeguard against several diseases.