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    Demographic Segmentation & Targeting Lifebuoy

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    Rana Waseem
    Lifebuoy soap targets consumers in India and Pakistan across all demographics. It targets lower income individuals in both urban and rural areas. Lifebuoy positions itself as a soap that provides total protection and focuses on health and hygiene. It differentiates itself by providing protection at an affordable price and uses the tagline "where there is Lifebuoy, there is health". Lifebuoy has expanded its product line over time and uses an extensive distribution network along with health programs and advertising to promote the brand.

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    Demographic Segmentation & Targeting Lifebuoy

    Uploaded by

    Rana Waseem
    911 views7 pages
    Lifebuoy soap targets consumers in India and Pakistan across all demographics. It targets lower income individuals in both urban and rural areas. Lifebuoy positions itself as a soap that provides total protection and focuses on health and hygiene. It differentiates itself by providing protection at an affordable price and uses the tagline "where there is Lifebuoy, there is health". Lifebuoy has expanded its product line over time and uses an extensive distribution network along with health programs and advertising to promote the brand.

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    Lifebuoy

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    Lifebuoy soap targets consumers in India and Pakistan across all demographics. It targets lower income individuals in both urban and rural areas. Lifebuoy positions itself as a soap that provides total protection and focuses on health and hygiene. It differentiates itself by providing protection at an affordable price and uses the tagline "where there is Lifebuoy, there is health". Lifebuoy has expanded its product line over time and uses an extensive distribution network along with health programs and advertising to promote the brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    911 views7 pages

    Demographic Segmentation & Targeting Lifebuoy

    Uploaded by

    Rana Waseem
    Lifebuoy soap targets consumers in India and Pakistan across all demographics. It targets lower income individuals in both urban and rural areas. Lifebuoy positions itself as a soap that provides total protection and focuses on health and hygiene. It differentiates itself by providing protection at an affordable price and uses the tagline "where there is Lifebuoy, there is health". Lifebuoy has expanded its product line over time and uses an extensive distribution network along with health programs and advertising to promote the brand.

    Copyright:

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    of 7

    DEMOGRAPHIC SEGMENTATION & TARGETING

    LIFEBUOY

    • Age: 6-50+

    • Gender: Anyone

    • Family size: 2, 3-4, 5+

    • Income: Rs.5,000+

    • Target Area:Lower income group

    GEOGRAPHIC SEGMENTATION & TARGETING

    LIFEBUOY

    • World region: Asia

    • Country: India, Pakistan

    • Cities: All cities of India & Pakistan

    • Target Area: Urban,Semi Urban, Rural.

    BEHAVIOURAL SEGMENTATION & TARGETING

    LIFEBUOY

    • Benefits: Total protection antiseptic soap.

    • User status : Regular user

    PSYCHOGRAPHIC SEGMENTATION & TARGETING


    LIFEBUOY

    • Social class: Middle & Lower class.

    • Lifestyle: Outdoor-Oriented,Sports-Oriented

    VALUE PROPOSITION

    LIFEBUOY
    It provides total protection and positioned as “health and hygiene” soap.

    POINT OF DIFFERENCE

    LIFEBUOY

    • It provides protection against germs at affordable price.

    • It has unique punch line “LIFEBUOY HAI JAHA TANDRUSTI HAI WAHA”.
    POSITIONING OF LIFEBUOY

    • First, lifebuoy was launched as red brick shaped.

    • It has been repositioned in 2002 as family soap.

    It launched many variants:

     Lifebuoy Active Red

     Lifebuoy Active Orange

     Lifebuoy International Plus

     Lifebuoy International Gold

     Lifebuoy Nature (Neem & Tulsi)

    MARKETING MIX

    MARKETING MIX OF LIFEBUOY


    PRODUCT

    • Launched as Carbolic Red Soap

    • Symbolize health & hygiene.

    • Rechanilised its product cycle by introducing new variants like-

    – Lifebuoy Active Red

    – Lifebuoy Active Orange

    – Lifebuoy International Plus

    – Lifebuoy International Gold

    – Lifebuoy Nature (Neem & Tulsi)

    • Recently it has launched talcum powder under the brand name of lifebuoy.

    PRICE

    • Affordable price for consumers.

    • Recent pricing of Lifebuoy:

    Lifebuoy Total

    Lifebuoy nature
    Lifebuoy care

    Lifebuoy Rs.12 for


    active total 125gm
    Lifebuoy Rs.10 for
    Nature 100gm
    Lifebuoy Rs. 10 for
    Gold care 100gm

    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 50,000 villages, reaching about 250 million consumers.

    • By the swasthya chetna project company has already covered great % of villages and is being
    progressively extended.
    PROMOTION

    • It uses health care programme as their promotion so as to aware people of their health.

    • It also does promotion through TV and print campaigns, the agency team focused attention on
    the family health themes.

    • For promotion in rural markets, it created the Lifebuoy Swashthya Chetana project.

    • The brand registered a 30 per cent increase in volumes after launching this project.

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