Presented By: Amjad Hussain (B13008) Anirban Kramakar (B13010) Manish Kumar Pandey (B13032) Neha Singh (B13038) LIFEBUOY.

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Presented By: Amjad Hussain (B13008) Anirban Kramakar (B13010) Manish Kumar Pandey (B13032) Neha Singh (B13038) LIFEBUOY Slide 2 AGENDA Overview of Lifebuoy Positioning and Repositioning Competitors Analysis Market Research Analysis Slide 3 OVERVIEW OF LIFEBUOY Started by the lever brothers in 1895 First soap to use carbolic acid, which gave it a red color and strong medicinal sent Officially launched in India in 1935 Largest selling soap in india by 1940 Slide 4 POSITIONING AND REPOSITIONING Positioning Initially positioned as a soap for male It successfully positioned as a quality anti-bacterial soap Repositioning In 2002 it changed as a family brand As a family brand lifebuoy improved its quality and fragrance Slide 5 Slide 6 ADVERTISEMENT Initial tagline was Lifebuoy hai jahan tandurusti hai wahan Came up with excellent theme healthy hoga hindustan For rural market Swashthya Chetna project Putting stalls in maha kumbh mela in Allahabad Concentrated through radio and sponsoring programmes like Krishi Darshan and Apka Swasthya Slide 7 SEGMENTATION Geographic:- Main focus is in rural area Demographic:- Main target area are lower income group Target on above 5000 income holder Psychographic:- Social class:- Middle & Lower Class Lifestyle:- Outdoor-oriented, Sports oriented Slide 8 PRODUCT ANALYSIS Slide 9 COMPETITORS Direct Competitors:- Dettol Savlon Generic Competitors:- Traditional kitchen item like Haldi and Besan Multani Mitti Slide 10 RESEARCH TECHNIQUES Data Collection Methods:- Face to face Online Survey Sampling Size: 60 Data Analysis Method:- Likert Scale Pie Chart Bar Chart Rating Scale Slide 11 RESEARCH ANALYSIS When you think of soap which brands comes to your mind ? Slide 12 Hypothesis 1 Factor of hygiene is the key factor for consumer buying lifebuoy. Hypothesi s 1 Slide 13 RESEARCH ANALYSIS Rank out of five the following features you look for in a soap ( 5 for most preferred and 1 for least preferred ) Slide 14 RESEARCH ANALYSIS Rate the following attributes which help you to decide which brand to buy ( 5 for most preferred and 1 for least preferred ) Slide 15 RESEARCH ANALYSIS Please rate the brand with given parameters ( 5 for the most preferred and 1 for the least preferred ) Slide 16 Hypothesis 2 Lifebuoy handwash is more popular in urban area than lifebuoy soap. Slide 17 RESEARCH ANALYSIS What do you prefer for hand wash ? Slide 18 Hypothesis 3 Advertisement play a significent role in consumer buying behavior in lifebuoy Slide 19 RESEARCH ANALYSIS Which other brands of soap are you aware of ? Slide 20 RESEARCH ANALYSIS Associate the following taglines with the corresponding brands. Slide 21 RESEARCH ANALYSIS To what extent advertisesement influence your buying behavior for soap Slide 22 RECOMMENDATION More Emphasis on Hygiene Strengthen availability Slide 23 THANK YOU