Lifebuoy – it’s Marketing Mix

Presented By :-
Ashwini Mane.
Roll_no:-26
 Introduction
One of the oldest brand of HUL & positioned as health & hygiene
soap.
Introduced in 1895 as a disinfectant soap especially when the country
was severely affected by diseases like Typhoid & Yellow fever.
Only soap brand to cross 1000000 tones of sales in a single year.
 HISTORY…………..
• Export of sunlight soap in india in 1988 followed by lifebuoy in1895.
• Set up first subsidiary in1931 by name of Hindustan vanaspai
manufacturing company followed by Lever brothers India ltd.in1933.
• All companies merged in1956 to from HINDUSTAN LEVER LIMITED
(HLL).
• Changed it’s name to HINDUSTAN UNILEVER LIMITED (HUL) in 2007.
 Lifebuoy in India…………
• Among oldest brand of HUL placed as “Health & Hygiene ” soap.
• Launced in 1895.
• Over 600 mn consumer in India.
• Undergone major change in 2000.
• Repositioned as family soap with new varients.
 PRODUCT
 Launched as carbolic red disinfectant soap.
Initially meant only for health & hygiene.
Strong brand image.
Moved on to freshness , beauty care, nature care, deodorant.
Journey of lifebuoy…………..
 PRICE
Targeted lower & middle income group mainly the rural consumers.

 Moved on to high prices lower prices,

 Lifebuoy keeps it’s product prices relatively lower than the it’s
competitor.
 PLACE
Strong distribution channel mainly targeted rural market.
2000 suppliers , 80 factories, 45 C& F agents, 4000 stockiest,1 m
direct outlet.
The product are sold in kirana store, convenience store, &
supermarket.
 PROMOTION
Initially positioned as a male brand then moved to family brand.
CSR works health programs for promotion to make people aware
about health & hygiene.
Advertising , billboards are also used as a promotional stratergise.
“SWASTHYA CHETANA” CAMPAIGN………………
• First largest rural health educational program.
• Serious implication of laxity in health care as basic
theam.
• Visit villages schools to teach importance of
handwashing.
• Started with 8 states n cover 70mn people.
• According to HUL “Marketing programe with social
benefits”.
Making a billion Indians safe & secure……
 Market Share …….
• Sold in India from 1895.
• Officialy launched in 1935.
• Sale of 5Bn over world in a day.
• 95% share in carbolic soap segment.
• Major changes in 2002,2004& 2006 to increase market share in India.
• Market share of 21%.
 COMPETITORS………..
• DEETOL

• SAVALON

• NIRMA

• CINTHOL