Lifebuoy

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 EVOLUTION1895

• Disinfectant Soap• Industrial Revolution Era- Typhoid, Yellow

Fever common• First soap to contain carbolic acid

1950s • Relaunched with a sweeter smell to focus on females too.

1964• 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.

1970s• Lifebuoy range was expanded.• It was beginning to be considered as a hand

wash soap.

2000s • A ‘Smarter Soap’ – educating health benefits - Swasthya Chetna, Healthy Hoga Hindustan.

LIFEBUOY RANGE

Lifebuoy PersonalLifebuoy PlusLifebuoy GoldLiquid LifebuoyLifebuoy ActiveLatest 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

Sizeable

Stable or GrowingAccessible

Congruent with the Company’s Objectives &

Resources

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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