Lifebuoy

Case Study Presentation

Abeer Fatima Jawwad Ali Almira Naz Usama Abdul Basit

Company Background
Unilever Pakistan limited was established in Pakistan in 1948 Lifebuoy has always championed the cause for the health and hygiene in Pakistan by providing skin clean Recently Delta Strike campaign launched in 2008 has bought about a turn around for the brand

Vision Statement
To deliver hair care products that make our customers hair look and feel great, helping them achieve their desired end look 365 days of the year

Research
Shampoo consumption is low compared to developed western markets Penetration is low due to limited understanding of post wash products Hair care grows with evolution as woman experiment with color, perms and styling Pre-minimization in hair care is observed in all key markets Increase in in-home hair care as a result of the recession

Solutions
To educate non users Educate on benefits of conditioners Educate on different hair needs Focus on bigger increase in consumption Introduce new post wash formats to address next level hair needs

Basic Aim of Research

The basic aim was to gain 50% market share in the hair care segment This aim wasnt fulfilled by the premium brand Sun Silk which gave 25 to 30% market share They saw a big chunk of the rural LIFEBOUY SHAMPOO

Introduction of Lifebuoy
Its was launched in 1997 as an antidandruff shampoo Lifebuoys mission was to make shampoo affordable and available for consumers from all across the country regardless of their income class

Strengths of Lifebuoy
Unilever being a big company already had a lot of goodwill and good image in the minds of the consumers Lifebuoy was the market leader already in soaps The trust on the brand was already in the heart of the customers The distribution costs were almost zero

Product Strategy (Abeer Version)

Lifebuoy through its TVCs portrayed that this shampoo is moms armor in ensuring that her child is prepared for lifes opportunities, everyday by giving her child full of life hair The basic aim now was to convert the non users into users (soap users) and consumers who dont not use shampoo

Product Strategy (almira Version)

Unilevers premium brand was sun silk shampoo with market share of 25% but Unilever wanted to cater a bigger market share Identified hair and personal needs in the rural areas and launched lifebuoy shampoo which was specifically made for the rural areas Since lifebuoy soap was a pioneer in soap industry, people trusted the brand and tried the lifebuoy shampoo

Unilever identified this need in rural areas because of these reasons: People in rural areas rarely cared for their hair. People in rural areas mainly used soap for hair wash Expensive shampoo available in markets They dont have distribution expense since Unilever doesnt need a separate distribution channel for the shampoo. It is collectively distributed with other brands of Unilever

Create awareness & build habit activities

A village to village awareness campaign built around a kid (as rural mothers are quickly drawn to any event that will have a benefit for their kid) Targeted at mothers and kids Educating on general health and hair specific issues why we need to use LB shampoo regularly vs. soap Attract mothers by offering professional advice on hair health for their kids

 Hair washing with LB shampoo. Educational & interactive games for kid reinforcing the need for cleanliness / personal hygiene / shampoo use and the brand. Blind tests for consumers to identify difference between hair washed with soap as opposed to shampoo to drive home the difference Fun Q & A sessions for mothers to educate consumers on daily use of shampoo.

PRODUCT DESCRIPTION
Deliver Hair Care products that make our consumers hair look and feel great, helping them achieve their desired end look 365 days of the year Market Development: Educate Non Users Educate on the benefits of conditioners Educate on the different hair needs and address those needs through innovation Build & Segment Educate on the recommended frequency of hair washing

Lifebuoy Shampoo varieties

Lifebuoy Anti Dandruff Shampoo With fast action ZPTO effectively fights the root cause of dandruff . An enhanced conditioning formula ensures that your hair is not stripped of essential oils, leaving hair soft and supple

Lifebuoy Clean and Thick Lifebuoy Clean and Thick shampoo deeply nourishes your hair with milk protein boosters, giving you long lasting fresh clean feel. Hair becomes thick and healthy

Lifebuoy Herbal Shampoo Enriched with organic ingredients for everyday use. It nourishes, protects and brings back hairs natural protection, making it soft, glowing and healthy

Competitive Analysis
The competitive scenario in 2000
Shampoo 1 2 3 4 5 Bio Amla Head & Shoulder Pentene Pert Plus Sunsilk Percentage 10 20 35 25 10

Bio Amla 10% Sun Silk 10% Pentene 35% Head & Shoulders 20% Pert Plus 25%

The Market Scenario

Primary competitor were Bio Amla and Selsun Blue Bio Amla was targeting young girls and women who wanted long hair without split ends Bio Amla had the largest Volume Competition was also from Pert Plus, Head & Shoulders and other imported shampoos The 2nd main contender was the soap industry whom the Unilever had to hit The soap industry accounted for 60% of the market share

Lifebuoy s Strategy
To cope up with the present players of the market and to turn the soap and non users of shampoo into shampoo users, Unilever came up with different strategies to gain its market share Introduction of the Re. 1 sachet which acted as sampling mechanism for the consumer and was highly affordable for the rural class The huge distribution network of Unilever helped them on cutting costs and maintaining the Re.1 promotion and advertisements The advertisement of Chulbuli also attracted the most important segment of the market THE KIDS