Success Story of Lifebuoy Soap Rural Marketing
Prepared By: Indra Adhikari Roll 35169 J Lalawmpuia Roll 35119 MBA-I, SIBM Pune
Introduction •
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Inspiring vision: for hygienic, healthy and vital community Health product to wider variety of consumer Hand washing- the lifebuoy habit promoted to educate children. Introduced in 1894 as disinfectant soap. Launched in industrial revolution era when typhoid, yellow fever were common problem. First home soap to contain carbolic acid as main ingredient.
Lifebuoy In India •
Among oldest brand of HUL placed as Health and Hygiene soap. “
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Launched in 1895.
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Crossed 100,000 tones consumption in single year.
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Over 600 million consumer in India.
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Undergone major change in 2000.
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Repositioned as family soap with new variants.
Product Depth of Lifebuoy •
Lifebuoy Total: follow old red soap image.
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Lifebuoy Deo fresh : symbolize freshness
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Lifebuoy Natural: green soap resembling natural care. Lifebuoy skin care: for sensitive skin.
LIFEBUOY VARIANTS
INTER COMPETITORS
INTRA COMPETITORS
Lifebuoy Total
Godrej.no.1
Breeze
Lifebuoy DeoFresh
Cinthol
Liril and Lux
Lifebuoy Active
Dettol, Savlon
Rexona
Lifebuoy clear skin
Fair glow
Lifebuoy Nature
Chandrika
Fair & Lovely, Dove and Pears Hamaam
Place •
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More than 6000 such sub- stockists As a result, the distribution network directly covers about 50,000villages, reaching about 250 million consumers. By the swasthya chetna project company has already covered great % of villages and is being progressively extended.
Place (contd..) •
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Rural: 75% of India's population is in the rural areas; hence about 50% of the soaps are sold in the rural markets. Lifebuoy’s variants like Lifebuoy plus, Lifebuoy total, lifebuoy active are specially positioned for the rural market. Semi-urban: For the semi-urban segment, Lifebuoy nature & Lifebuoy fresh is positioned. Urban: Whereas Lifebuoy clear skin soap, Lifebuoy deo fresh, Lifebuoy international (plus &gold) are meant for the urban segment.
Promotion •
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Lifebuoy soap has been promoted through all type of media like T.V; Radio; Newspaper; etc. Through local bodies like ‘Gram Panchayat', ‘Swasthya Parishad' by offering knowledge for using good and anti-germ products. HUL focused on the promotional campaign in rural sector. They also concentrated on promoting through radio and sponsoring programmes like ‘Krishi Darshan' and ‘Aap ka Swasthya' programmes that have greater number of audience.
Segmentation
The segmentation of the soap market can be done on the basis of three price ranges – Economy, Popular and Premium.
The price differential between the premium and economy segments is about 2X.
The popular and economy segments accounts for about 4/5ths of the entire market for soaps.
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Price for 100 Gms. Premium (priced at Rs.15 & more)
Popular (priced at Rs.11 – Rs.14) Economy (priced upto Rs.10)
Demographic Segmentation •
Age: 6-50+
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Gender: Anyone
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Income: Rs.5,000+
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Target Area : Lower income group
Behavioral Segmentation •
Benefits: Total protection antiseptic soap.
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User status : Regular user
Psychographic Segmentation •
Social class: Middle & Lower class.
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Lifestyle: Outdoor- Oriented, Sports-Oriented
Differentiation •
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Original lifebuoy had red colour which is now repositioned as lifebuoy active red. Now it has lifebuoy active orange which is orange in colour, active green in green colour, active cool in blue colour, Gold care, deo fresh, plus & total in white color
Lifebuoy clear skin is creamish brown in colour (colour of Multani Mitti).
Positioning •
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In terms of benefits sought by consumers, the market can be divided into four broad segments – health, naturals, beauty and freshness. Lifebuoy is been positioned by its uses & applications. It is now positioned as a complete family health soap.
Tagline/ Slogan
Healthy hoga Hindustan; Lifebuoy hai jaha tandurusti hai wahan
USP
Lifebuoy provides 100% better protection from germs as compared to ordinary soaps
Segment
Personal Care – Soap, Hand Sanitizer, Hand Wash
Target Group
All households, to provide a 100% anti bacterial soap for complete protection
Positioning
Lifebuoy's goal is to provide affordable and accessible hygiene and health solutions
SWOT Analysis •
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First soap to use carbolic acid, which gave it a red colour and strong, medicinal scent. Wide portfolio for the Lifebuoy brand ranging which includes Soap, Hand Sanitizer and Hand Wash. High consumer awareness about brand Most popular soap brand in the rural market. Excellent brand visibility and extensive distribution. Touches the lives of 70 million people in 18,000 plus villages Health awareness along with promotion Used global epidemics like swine flu to further promote products for better hygiene and protection
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Lower market penetration in urban areas Initially positioned as a masculine soap, which was eventually turned as a family soap. Not been perceived as a beauty soap, and is mainly used just for hand washing
Competitor brands offering similar levels of protection Considered to be a low-end product, and may find it difficult to move up in the segment
