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Marketing Strategy of Lifebuoy
Marketing Strategy of Lifebuoy
Marketing Strategy of Lifebuoy
TERM PAPE
OF
MARKETING MANAGEMENT
On
LIFEBOUY SOAP
Marke ting @Unile ve r.c o m
Ra y Bre mne r
S VP, Marke ting Ope ratio ns
Fo o ds , As ia , Afric a,
Middle Eas t 1
INTODUCTION
400 Strong brands
Spanning in 14 categories of home care,
personal care and food products.
Leader in every field due to strong brand.
Continues development of new products.
Employs 179,000 employees from 100
countries.
Income support to distributors and retailers.
INTRODUCTION
Largest FMCG company in India.
Have common household brands like lifebouy,
closeup, fair & lovely, annapurna, kwality
wall’s, lakme, kissa, brook bond, etc.
Products manufactured over 40 factories in
India.
One of the largest exporter.
HISTORY
Export of sunlight soap in India in 1988
followed by Lifebouy in 1895.
Set up first subsidiary in 1931 by name of
Hindustan Vanaspai manufacturing company
followed by Lever brothers India ltd. In 1933.
All 3 companies merged in 1956 to form
Hindustan lever limited (HLL).
Changed its name to Hindustan Unilever
limited (HUL) in 2007
FACTS AND FIGURES
Employees : above 16,000
Managers : above 1,200
Suppliers and associates : app. 2000
Factories : 80
Clearing and forward agents : 45
Stockiest : 4000
Direct coverage outlet : 1 Mn
Total coverage outlet : about 6.3 Mn
Market reach : app. 166 Mn household
Leadership in FMCG category
CATEGORY HLL Next compititor
Share
Fabric wash 35.8 % 15.1 %
Personal wash 55.5 % 9.2 %
Dishwash 55.4 % 9.5 %
Skin 54.7 % 7.4 %
7.
Shampoo 48.5 % 23..8 %
Talcum powder 59.3 % 5.8 %
Packet tea 24.9 % 19.9 %
INTRODUCTION
a name u know………..hygiene you can trust
PRICE:
SOLD TO LOWER AND MIDDLE INCOME GROUP PEOPLE.
PRICED AT COMPARITIVELY LOW PRICE.
MOST VARIENTS SOLD AT MRP Rs 11/PIECE.
4 P’S( CONT….)
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
PLAYERS.
NOW PROMOTED AS FAMILY SOAP FOR BOTH MALE AND
FEMAIL.
PRODUCT HIERARCHY
NEED : CLEANLINESS
FAMILY : HEALTH AND HYGIENE
CLASS : TOILETRIES
LINE : BATHING SOAP
TYPE : CARBOLIC SOAP
SKQ : LIFEBOUY TOTAL SOAP
SOAP
PRODUCT LIFE CYCLE
INTRODUCTION
LAUNCHED IN 1895 AND POSITIONED AS HEALTH AND VALUE
PLATEFORM.
TARGETED INITIALY AT MALE WITH UNIQUE JINGLE.
PROMOTED BY FOOTBALL PLAYERS AND ATHELETS.
THE SOAP WAS ‘BRICK RED’ AND CARBOLIC INGREDIANT.
GROATH
GROWN AT VERY FAST RATE.
SOLD ALMOST IN EVERY PART OF INDIA.
PROMOTION AND DISTRIBUTION CHANNEL STRENGTHEN TO
MAINTAIN SUPPLY.
PRODUCT LIFE CYCLE (Cont..)
MATURITY
OVER PERIOD OF 100 YEARS , RACHED ITS MATURITY LEVEL.
MARKET SHARE BECOMINS ALMOST STAGNENT.
SOME CUSTOMERS BECAME LOYAL WHILE SOME WENT FOR
NEW PRODUCTS.
SAME BRAND IMAGE LIMITED CONSUMER BASE.
DECLINE STAGE
SOAP MARKET FAIRLY SLUGGISH IN 2001.
LIFEBOUY SHARE DECLINED MORE THAN MARKET DECLINE.
15- 20% DECLINE IN VOLUME OF SALE.
REVIVAL PROMOTION INICIATIAVES