Success Story of Lifebuoy Soap

Rural Marketing
Prepared By: Indra Adhikari Roll 35169 J Lalawmpuia Roll 35119 MBA-I, SIBM Pune

Introduction
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. Launched in 1895. Crossed 100,000 tones consumption in single year. Over 600 million consumer in India. Undergone major change in 2000. Repositioned as family soap with new variants.

Product Depth of Lifebuoy

Lifebuoy Total: follow old red soap image. Lifebuoy Deo fresh : symbolize freshness Lifebuoy Natural: green soap resembling natural care. Lifebuoy skin care: for sensitive skin.

LIFEBUOY VARIANTS Lifebuoy Total

Lifebuoy DeoFresh Lifebuoy Active Lifebuoy clear skin

INTER COMPETITORS Godrej.no.1

Cinthol Dettol, Savlon Fair glow

INTRA COMPETITORS Breeze

Liril and Lux Rexona Fair & Lovely, Dove and Pears Hamaam

Lifebuoy Nature

Chandrika

Place
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..)
Rural: 75% of India's population is in the rural areas; hence about 50% of the soaps are sold in the rural markets. Lifebuoys 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
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. 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+

Gender: Anyone
Income: Rs.5,000+ Target Area : Lower income group

Behavioral Segmentation
Benefits: Total protection antiseptic soap. User status : Regular user

Psychographic Segmentation
Social class: Middle & Lower class.

Lifestyle: Outdoor- Oriented, Sports-Oriented

Differentiation 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 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

Lifebuoy provides 100% better protection from germs as compared to ordinary soaps

USP

Segment

Personal Care Soap, Hand Sanitizer, Hand Wash

Target Group
Positioning

All households, to provide a 100% antibacterial soap for complete protection Lifebuoy's goal is to provide affordable and accessible hygiene and health solutions

SWOT Analysis
First soap to use carbolic acid, which Lower market penetration in urban gave it a red colour and strong, areas medicinal scent. Initially positioned as a masculine Wide portfolio for the Lifebuoy brand soap, which was eventually turned as a ranging which includes Soap, Hand family soap. Sanitizer and Hand Wash. Not been perceived as a beauty soap, High consumer awareness about brand and is mainly used just for hand Most popular soap brand in the rural washing market. Excellent brand visibility and extensive distribution.

Touches the lives of 70 million people Competitor brands offering similar in 18,000 plus villages levels of protection Health awareness along with Considered to be a low-end product, promotion and may find it difficult to move up in Used global epidemics like swine flu the segment to further promote products for better hygiene and protection