LIFEBUOY STP ANALYSIS

GROUP 2

INTRODUCTION
One of the oldest soap brands, available in India since 1895. Undisputed Leader in the soaps market of India, with 18.4% share. Turnover of 350 million a year globally, 200 million in India. Has a consumer base of 140 Million households in India. The iconic jingle of Lifebuoy tandrusti ki raksha .. is almost like the health anthem.

INTRODUCTION
VISION - to make 5 billion people across the world, feel safe and secure by meeting their personal care hygiene & health needs . Initially, it was a chunky red bar of soap. Now, a range of general and specialized products across formats available.

LIFEBUOY EVOLUTION
1895 Disinfectant Soap Industrial Revolution Era- Typhoid, Yellow Fever common First soap to contain carbolic acid Relaunched with a sweeter smell to focus on females too. Relaunched New shape and wrapper design A soap for active people & sportsmen cleanliness is a part of good sportsmanship Portrayed as a champion s soap. Lifebuoy range was expanded. It was beginning to be considered as a hand wash soap. A Smarter Soap Hoga Hindustan. educating health benefits - Swasthya Chetna, Healthy

1950s

1964

1970s

2000s

LIFEBUOY RANGE
 Lifebuoy Personal  Lifebuoy Plus  Lifebuoy Gold  Liquid Lifebuoy  Lifebuoy Active  Latest Lifebuoy Additions Total, Deofresh, Nature, Goldcare, Handwash and Clearskin

THE LIFEBUOY STORY

SEGMENTATION & TARGETTING

DEMOGRAPHIC SEGMENTATION Age: 6-50+ Gender: Anyone Income: Rs.5,000+ Target Area: Lower to middle income group GEOGRAPHIC SEGMENTATION Cities: All cities of India Target Area: Urban, Semi Urban, Rural.

SEGMENTATION
BEHAVIOURAL SEGMENTATION Benefits: Total protection antiseptic soap. User status : Regular user Usage Rate : Middle to Heavy PSHYCHOGRAPHIC SEGMENATION Social class: Middle & Lower class. Lifestyle: Outdoor - Oriented, Sports- Oriented

VALS SEGMENTATION SYSTEM

Psychographics consists of consumer s psychological makeup and lifestyles (personality and social class). It is influenced by their attitudes, values and motivations. Lifebuoy brand falls under the MAKERS category of VALS System. People with low resources who are practical, self sufficient and seek products with a functional purpose.

Market Targeting
Identifiable

Congruent with the Companys Objectives & Resources

Sizeable

Accessible

Stable or Growing

Market Targeting - LIFEBUOY

Initially targeted at Indian male Over the years its target has become the Whole Family especially the women. Middle & Lower Income Group Lifebuoy was considered down-market especially in the urban areas. So to instil a sense of pride and not shame, the company came up with Lifebuoy Plus, which basically was the old Lifebuoy with a new perfume. Almost all Households in Rural, Urban or Semi-Urban Area Lifestyle: Outdoor Oriented, Sports Oriented

Other Variants of LIFEBUOY

Lifebuoy Plus
Targeted at urban consumers Old Lifebuoy with fragrance

Lifebuoy Gold
Targeted at urban consumers White color A different fragrance Priced higher

 Liquid Lifebuoy
Hand wash Soap in Liquid Form Targeted at Urban Market

Lifebuoy Active
Non-Carbolic Soap Answer to its Competitors

POSITIONING
Positioning is the act of designing the company s offering and image to occupy a distinctive place in the minds of the target market. When Lifebuoy was introduced in the Indian market in 1935, its positioning was clear. Lifebuoy was the soap that would destroy germs and keep the body healthy. It follows image differentiation as a differentiation strategy.

Over the years..

In the fifties with the coming of age of the advertising industry, lifebuoy stressed on its positioning as a tandarusti soap with the popular jingle. During the same time it also positioned themselves as a soap for hand wash in the rural areas. During 1960s and 1970s its health benefit positioning continued along with product modifications, product associations and line extensions.

Cont
In 1964, the brand was relaunched with a slight change in its shape and wrapper design. Rural promotions were intensified with mobile display-cum-sales vans. And during this period Lifebuoy started associating itself with sports events. This kind of sales promotion helped Lifebuoy to gain a more 'macho image' and it was getting accepted as a champion's soap.

Cont
From 2000 onwards it repositioned itself as a hygiene soap with skincare. The new formulation launched in 2002 contains Active B which gives protection from germs and a superior bathing experience. It has also repositioned itself from traditional, victorious male concept of health to a more responsible concept of health for the entire family.

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