Marketing Strategy Of Lifebuoy
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DEPARTMENT OF BUSINESS ADMINISTRATION
TERM PAPE OF MARKETING MANAGEMENT On LIFEBOUY SOAP
[email protected]
Ray Bremner SVP, Marketing Operations Foods, Asia, Africa, Middle East
1
INTODUCTION
400 Strong brands Spanning in 14 categories of home care, personal care and food products. Leader in every field due to strong brand. Continues development of new products. Employs 179,000 employees from 100 countries.
INTRODUCTION
Largest FMCG company in India. Have common household brands like lifebouy, closeup, fair & lovely, annapurna, kwality wall’s, lakme, kissa, brook bond, etc. Products manufactured over 40 factories in India. One of the largest exporter.
HISTORY
Export of sunlight soap in India in 1988 followed by Lifebouy in 1895. Set up first subsidiary in 1931 by name of Hindustan Vanaspai manufacturing company followed by Lever brothers India ltd. In 1933. All 3 companies merged in 1956 to form Hindustan lever limited (HLL). Changed its name to Hindustan Unilever limited (HUL) in 2007
FACTS AND FIGURES
Employees : above 16,000 Managers : above 1,200 Suppliers and associates : app. 2000 Factories : 80 Clearing and forward agents : 45 Stockiest : 4000 Direct coverage outlet : 1 Mn Total coverage outlet : about 6.3 Mn Market reach : app. 166 Mn household
Leadership in FMCG category CATEGORY Fabric wash Personal wash Dishwash Skin Shampoo Talcum powder Packet tea Jam
HLL Share 35.8 % 55.5 % 55.4 % 54.7 % 7. 48.5 % 59.3 % 24.9 % 69.6 %
Next compititor 15.1 % 9.2 % 9.5 % 7.4 % 23..8 % 5.8 % 19.9 % 4.4 %
INTRODUCTION
a name u know………..hygiene you can trust
INSPIRING VISION : FOR HYGENIC, HEALTHY AND VITAL COMMUNITY HEALTH PRODUST TO WIDER VARITY OF CONSUMER HAND WASHING - THE LIFEBOUY HABBIT PROMOTED TO EDUCATE CHILDREN. INTRODUCED IN 1894 AS DISINFETION SOAP. LAUNCHED IN INDUSTRIAL REVOLUTION ERA WHEN TYPHOID, YELLOW FEVER WERE COMMON PROBLEM. FIRST HOME SOAP TO CONTAIN CARBOLIC ACID AS MAIN I GREDIANT.
LIFEBOUY IN INDIA
Among oldest brand of HUL placed as “Health and Hygiene” soap. Launched in 1895. Crossed 100,000 tones consumption in single year. Over 600 mn consumer in India. Undrgone major change in 2000. Repositioned as family soap with new varients.
Product depth of LIFEBOUY
LIFEBOUY TOTAL : follow old ‘red soap’ image. LIFEBOUY DEOFRESD : symbolize freshness LIFEBOUY NATURAL: green soap resembling natural care. LIFEBOUY SKIN CARE: for sensitive skin.
4 P’S OF MARKETING MIX
PRODUCT : LAUNCHED AS CARBOLIC ‘RED SOAP’ . SYMBOLISE HEALTH AND HYGIENE. VERY STRONG BRAND IMAGE. RECAHNILISED ITS PRODUCT CYCLE BY INTRODUCING NEW VARIANTS.
PRICE: SOLD TO LOWER AND MIDDLE INCOME GROUP PEOPLE. PRICED AT COMPARITIVELY LOW PRICE. MOST VARIENTS SOLD AT MRP Rs 11/PIECE.
4 P’S( CONT….)
PLACE: STRONG DISTRIBUTION CAHNNEL. APP. 2000 SUPPLIERS PRODUCT PRODUCED AT 80 DIFFERENT FACTORIES. 45 C & F AGENTS, 4000 STOCKISTS. 1 Mn DIRECT OUTLET AND 6.3 Mn TOTAL OUTLET .
PROMOTION: POSITIONED AS ‘HEALTH AND HYGIENE’ SOAP. INITIALY PROMOTED BY SPORTSMAN LIFE FOOTBALL PLAYERS. NOW PROMOTED AS FAMILY SOAP FOR BOTH MALE AND FEMAIL.
PRODUCT HIERARCHY
NEED FAMILY HYGIENE CLASS LINE TYPE SKQ SOAP
: CLEANLINESS : HEALTH AND : TOILETRIES : BATHING SOAP : CARBOLIC SOAP : LIFEBOUY TOTAL SOAP
PRODUCT LIFE CYCLE
INTRODUCTION
LAUNCHED IN 1895 AND POSITIONED AS HEALTH AND VALUE PLATEFORM. TARGETED INITIALY AT MALE WITH UNIQUE JINGLE. PROMOTED BY FOOTBALL PLAYERS AND ATHELETS. THE SOAP WAS ‘BRICK RED’ AND CARBOLIC INGREDIANT.
GROATH
GROWN AT VERY FAST RATE. SOLD ALMOST IN EVERY PART OF INDIA. PROMOTION AND DISTRIBUTION CHANNEL STRENGTHEN TO MAINTAIN SUPPLY.
PRODUCT LIFE CYCLE (Cont..)
MATURITY OVER PERIOD OF 100 YEARS , RACHED ITS MATURITY LEVEL. MARKET SHARE BECOMINS ALMOST STAGNENT. SOME CUSTOMERS BECAME LOYAL WHILE SOME WENT FOR NEW PRODUCTS. SAME BRAND IMAGE LIMITED CONSUMER BASE.
DECLINE STAGE SOAP MARKET FAIRLY SLUGGISH IN 2001. LIFEBOUY SHARE DECLINED MORE THAN MARKET DECLINE. 15- 20% DECLINE IN VOLUME OF SALE.
REVIVAL PROMOTION INICIATIAVES
LIFEBOUY NO LONGER A ‘CARBOLIC SOAP’. ITS NOW A TOILET SOAP WITH DIFFERENT ‘HEALTH’ FRAGANCE. SIZE, FORMULATION, PACKING, PERFUME HAD UNDERGONE SEA CHANGE. FEOM FOCUS ON MALE, NOW FOCUS IS ON WHOLE FAMILY. REGAINED ITS POSITIO AS STRONGEST BRAND IN SOAP MARKET.
MARKET SHARE
SOLD IN INDIA FROM 1895. OFFICIALY LAUNCHED IN 1935. SALE OF 5 Bn OVER WORLD IN A DAY. MARKET SHARE OF 21%. 95% SHARE IN CARBOLIC SOAP SEGMENT. MAJOR CHANGES IN 2002,2004 AND 2006 TO INCREASE MARKET SHARE I INDIA.
COMPETITORS
DEETOL SAVALON NIRMA CINTHOL OTHERS
LIFEBOUY AT Rs. 2
SOLD AT LOWEST EVER PRICE. TARGETED MAILY AT EXPANSION OF RURAL MARKET. TRANSLATE INCREASE IN INCOME INTO SPENDING OVER FMCG GOODS. SOLD IN NEW FORMAT LIKE SHAMPOO SACHETS.
LIFEBOUY PROMO IN A.P. MASS PROMOTIONAL CHAMPAGION “TING TONG” . AIMED AT STRENGTHNING BRAND IMAGE. REWARD TO PEOPLE PRODUCING MAX. LIFEBOUY RAPPER.
‘SWASTHYA CHETNA’ CAMPAIGN
FIRST LARGEST RURAL HEALTH EDUCATION PROGRAM. ‘SERIOUS IMPLICATION OF LAXITY IN HEALTH CARE’ AS BASIC THEAM. DIARRHOEA WHICH KIILS 3 Mn PEOPLE EVERY YEAR CAN BE REDUCED BY 48%. VISIT VILLAGE SCHOOL TO TEACH IMPORTANCE OF HANDWASHING. RECRUIT CHILDREN AND THERE PARENTS ON VOLANTRY BASIS. STARTED WITH 8 STATES N COVER 70 Mn PEOPLE. SALES DURING PERIOD INCREASED BY 20%. ACCORDING TO HUL ITS ‘MARKETING PROGRAME WITH SOCIAL BENIFIT’.
THANK YOU
BY: NARENDRA PANDEY
TERM PAPE OF MARKETING MANAGEMENT On LIFEBOUY SOAP
[email protected]
Ray Bremner SVP, Marketing Operations Foods, Asia, Africa, Middle East
1
INTODUCTION
400 Strong brands Spanning in 14 categories of home care, personal care and food products. Leader in every field due to strong brand. Continues development of new products. Employs 179,000 employees from 100 countries.
INTRODUCTION
Largest FMCG company in India. Have common household brands like lifebouy, closeup, fair & lovely, annapurna, kwality wall’s, lakme, kissa, brook bond, etc. Products manufactured over 40 factories in India. One of the largest exporter.
HISTORY
Export of sunlight soap in India in 1988 followed by Lifebouy in 1895. Set up first subsidiary in 1931 by name of Hindustan Vanaspai manufacturing company followed by Lever brothers India ltd. In 1933. All 3 companies merged in 1956 to form Hindustan lever limited (HLL). Changed its name to Hindustan Unilever limited (HUL) in 2007
FACTS AND FIGURES
Employees : above 16,000 Managers : above 1,200 Suppliers and associates : app. 2000 Factories : 80 Clearing and forward agents : 45 Stockiest : 4000 Direct coverage outlet : 1 Mn Total coverage outlet : about 6.3 Mn Market reach : app. 166 Mn household
Leadership in FMCG category CATEGORY Fabric wash Personal wash Dishwash Skin Shampoo Talcum powder Packet tea Jam
HLL Share 35.8 % 55.5 % 55.4 % 54.7 % 7. 48.5 % 59.3 % 24.9 % 69.6 %
Next compititor 15.1 % 9.2 % 9.5 % 7.4 % 23..8 % 5.8 % 19.9 % 4.4 %
INTRODUCTION
a name u know………..hygiene you can trust
INSPIRING VISION : FOR HYGENIC, HEALTHY AND VITAL COMMUNITY HEALTH PRODUST TO WIDER VARITY OF CONSUMER HAND WASHING - THE LIFEBOUY HABBIT PROMOTED TO EDUCATE CHILDREN. INTRODUCED IN 1894 AS DISINFETION SOAP. LAUNCHED IN INDUSTRIAL REVOLUTION ERA WHEN TYPHOID, YELLOW FEVER WERE COMMON PROBLEM. FIRST HOME SOAP TO CONTAIN CARBOLIC ACID AS MAIN I GREDIANT.
LIFEBOUY IN INDIA
Among oldest brand of HUL placed as “Health and Hygiene” soap. Launched in 1895. Crossed 100,000 tones consumption in single year. Over 600 mn consumer in India. Undrgone major change in 2000. Repositioned as family soap with new varients.
Product depth of LIFEBOUY
LIFEBOUY TOTAL : follow old ‘red soap’ image. LIFEBOUY DEOFRESD : symbolize freshness LIFEBOUY NATURAL: green soap resembling natural care. LIFEBOUY SKIN CARE: for sensitive skin.
4 P’S OF MARKETING MIX
PRODUCT : LAUNCHED AS CARBOLIC ‘RED SOAP’ . SYMBOLISE HEALTH AND HYGIENE. VERY STRONG BRAND IMAGE. RECAHNILISED ITS PRODUCT CYCLE BY INTRODUCING NEW VARIANTS.
PRICE: SOLD TO LOWER AND MIDDLE INCOME GROUP PEOPLE. PRICED AT COMPARITIVELY LOW PRICE. MOST VARIENTS SOLD AT MRP Rs 11/PIECE.
4 P’S( CONT….)
PLACE: STRONG DISTRIBUTION CAHNNEL. APP. 2000 SUPPLIERS PRODUCT PRODUCED AT 80 DIFFERENT FACTORIES. 45 C & F AGENTS, 4000 STOCKISTS. 1 Mn DIRECT OUTLET AND 6.3 Mn TOTAL OUTLET .
PROMOTION: POSITIONED AS ‘HEALTH AND HYGIENE’ SOAP. INITIALY PROMOTED BY SPORTSMAN LIFE FOOTBALL PLAYERS. NOW PROMOTED AS FAMILY SOAP FOR BOTH MALE AND FEMAIL.
PRODUCT HIERARCHY
NEED FAMILY HYGIENE CLASS LINE TYPE SKQ SOAP
: CLEANLINESS : HEALTH AND : TOILETRIES : BATHING SOAP : CARBOLIC SOAP : LIFEBOUY TOTAL SOAP
PRODUCT LIFE CYCLE
INTRODUCTION
LAUNCHED IN 1895 AND POSITIONED AS HEALTH AND VALUE PLATEFORM. TARGETED INITIALY AT MALE WITH UNIQUE JINGLE. PROMOTED BY FOOTBALL PLAYERS AND ATHELETS. THE SOAP WAS ‘BRICK RED’ AND CARBOLIC INGREDIANT.
GROATH
GROWN AT VERY FAST RATE. SOLD ALMOST IN EVERY PART OF INDIA. PROMOTION AND DISTRIBUTION CHANNEL STRENGTHEN TO MAINTAIN SUPPLY.
PRODUCT LIFE CYCLE (Cont..)
MATURITY OVER PERIOD OF 100 YEARS , RACHED ITS MATURITY LEVEL. MARKET SHARE BECOMINS ALMOST STAGNENT. SOME CUSTOMERS BECAME LOYAL WHILE SOME WENT FOR NEW PRODUCTS. SAME BRAND IMAGE LIMITED CONSUMER BASE.
DECLINE STAGE SOAP MARKET FAIRLY SLUGGISH IN 2001. LIFEBOUY SHARE DECLINED MORE THAN MARKET DECLINE. 15- 20% DECLINE IN VOLUME OF SALE.
REVIVAL PROMOTION INICIATIAVES
LIFEBOUY NO LONGER A ‘CARBOLIC SOAP’. ITS NOW A TOILET SOAP WITH DIFFERENT ‘HEALTH’ FRAGANCE. SIZE, FORMULATION, PACKING, PERFUME HAD UNDERGONE SEA CHANGE. FEOM FOCUS ON MALE, NOW FOCUS IS ON WHOLE FAMILY. REGAINED ITS POSITIO AS STRONGEST BRAND IN SOAP MARKET.
MARKET SHARE
SOLD IN INDIA FROM 1895. OFFICIALY LAUNCHED IN 1935. SALE OF 5 Bn OVER WORLD IN A DAY. MARKET SHARE OF 21%. 95% SHARE IN CARBOLIC SOAP SEGMENT. MAJOR CHANGES IN 2002,2004 AND 2006 TO INCREASE MARKET SHARE I INDIA.
COMPETITORS
DEETOL SAVALON NIRMA CINTHOL OTHERS
LIFEBOUY AT Rs. 2
SOLD AT LOWEST EVER PRICE. TARGETED MAILY AT EXPANSION OF RURAL MARKET. TRANSLATE INCREASE IN INCOME INTO SPENDING OVER FMCG GOODS. SOLD IN NEW FORMAT LIKE SHAMPOO SACHETS.
LIFEBOUY PROMO IN A.P. MASS PROMOTIONAL CHAMPAGION “TING TONG” . AIMED AT STRENGTHNING BRAND IMAGE. REWARD TO PEOPLE PRODUCING MAX. LIFEBOUY RAPPER.
‘SWASTHYA CHETNA’ CAMPAIGN
FIRST LARGEST RURAL HEALTH EDUCATION PROGRAM. ‘SERIOUS IMPLICATION OF LAXITY IN HEALTH CARE’ AS BASIC THEAM. DIARRHOEA WHICH KIILS 3 Mn PEOPLE EVERY YEAR CAN BE REDUCED BY 48%. VISIT VILLAGE SCHOOL TO TEACH IMPORTANCE OF HANDWASHING. RECRUIT CHILDREN AND THERE PARENTS ON VOLANTRY BASIS. STARTED WITH 8 STATES N COVER 70 Mn PEOPLE. SALES DURING PERIOD INCREASED BY 20%. ACCORDING TO HUL ITS ‘MARKETING PROGRAME WITH SOCIAL BENIFIT’.
THANK YOU
BY: NARENDRA PANDEY
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