Lifebuoy: the story of a soap

Introduce to the company

Lifebuoy is a brand of soap marketed by Unilever. Lifebuoy was originally, and for much of its
history, a carbolic soap containing phenol Lifebuoy was introduced by Lever Brothers in 1895 in
England. Lifebuoy was one of the most popular soaps in the United States from approximately
1923 to the mid-‘50sIt was well known for its red and yellow packaging, red color and octagonal
shape, as well as its carbolic aroma. One of the market leaders — Nielsen data for the last quarter
pegs Lifebuoy at 14.5% market share, a close second to Lux’s 14.6% — the name of the brand came from
the life-saving buoy thrown out to people at sea to prevent them from drowning, literally meaning that
the brand saves lives. One of the market leaders — Nielsen data for the last quarter pegs Lifebuoy at
14.5% market share, a close second to Lux’s 14.6% — the name of the brand came from the life-saving
buoy thrown out to people at sea to prevent them from drowning, literally meaning that the brand
saves lives.

Summary Commented [PN1]: as we have seen in the case about

the the jusing of the soap lifebuoy which will going to be
As we have seen in this case it is all about the Lifebuoy story in which they are telling about how the helping the children's from not getting any illness and also
children can use the Lifebuoy and they will not get any problem or any illness the youngsters.

In this we have seen the vision of the soap

Marketing a billion Indians feel safe and Secure by meeting all their health and hygiene

Actual range of production is so diversified in FMCG’s that their effect tow out of every three Indian.
There is a enormous manufacturing capacity. Manufacturing become very successful e because they
have given more priority to the research and development.

Then they focus on the economic and Lifestyle changes.

Then the introduce about there camp swasthya chetana. A simple but effective program was drawn
focusing on the health of the children in villages. This campaign was started because of most of the the
children’s which are in lives in villages are suffering from diarrhoea.

Phase one

The health development facilitator and his assistant approach a village school and demonstrate the
needs and benefits of washing hands before eating food to remain disease free and hhealthy

Phase two

With the help of already equipped community leaders they take the program to the villagers women
and educate them future on personal and general hygiene
Phase three

Now that day community leaders are familiar they initiate a campaign to continue the program. Buy
which the children and the rural and urban area will stay healthy and hygienic.

Problem identification

 Product strategy
 Manufacturing problems
 Educating people about hygiene and health
 Pricing strategy

Question

1) How complex is a market system?

The targeting market of Lifebuoy is all household who can afford buying soap and who wants to
fulfill everyday needs that provide them a their family with a hundred percent antibacterial
solution and complete protection from all the germs bacteria and cleanliness of dirt

2) Has hul missed something important in marketing