LIFEBUOY

LIFEBUOY
Presented By:
Amjad Hussain
(B13008)
Anirban Kramakar
(B13010)
Manish Kumar Pandey (B13032)
Neha Singh
(B13038)
AGENDA
 Overview of Lifebuoy
 Positioning and Repositioning
 Competitor’s Analysis
 Market Research Analysis
OVERVIEW OF LIFEBUOY
 Started by the lever brother’s 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
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
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’
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
PRODUCT ANALYSIS
COMPETITORS
 Direct Competitors:-
Dettol
Savlon
• Generic Competitors:Traditional kitchen item like “Haldi and Besan”
Multani Mitti
RESEARCH TECHNIQUES
 Data Collection Methods:-
Face to face
Online Survey
• Sampling Size: 60
• Data Analysis Method:Likert Scale
Pie Chart
Bar Chart
Rating Scale
RESEARCH ANALYSIS
When you think of soap which brands comes to your mind ?
Chart Title
Savlon
2%
Dettol
9%
Others
75%
Lifebuoy
13%
Margo
2%
Medimix
0%
 Hypothesis 1
Factor of “hygiene” is the key factor for consumer buying
lifebuoy.
Hypothesi
s1
RESEARCH ANALYSIS
 Rank out of five the following features you look for
in a soap ( 5 for most preferred and 1 for least
preferred )
4.5
4
3.5
3
Softness On Skin
2.5
Hygiene
2
Lather
1.5
Fragrance
1
0.5
0
Dettol
Lifebuoy
Savlon
Medimix
Margo
RESEARCH ANALYSIS
 Rate the following attributes which help you to
decide which brand to buy ( 5 for most preferred
and 1 for least preferred )
4.5
4
3.5
3
Dettol
Lifebuoy
2.5
Savlon
2
Medimix
1.5
Margo
1
0.5
0
Price
Hygiene
Fragrance
Availability
Softness on skin
RESEARCH ANALYSIS
 Please rate the brand with given parameters ( 5 for
the most preferred and 1 for the least preferred )
4.5
4
3.5
3
Hygiene
2.5
Advertisement
Availability
2
Price
1.5
1
0.5
0
Dettol
Savlon
Lifebuoy
medimix
Margo
 Hypothesis 2
Lifebuoy handwash is more popular in urban area than
lifebuoy soap.
RESEARCH ANALYSIS
 What do you prefer for hand wash ?
Chart Title
Multani soil Detergent
3%
0%
Soap
6%
Hand wash
91%
 Hypothesis 3
Advertisement play a significent role in consumer buying
behavior in lifebuoy
RESEARCH ANALYSIS
Which other brands of soap are you aware of ?
100%
95%
90%
Series1
85%
80%
75%
70%
Dettol
Savlon
Lifebuoy
Margo
medimix
RESEARCH ANALYSIS
Associate the following taglines with the
corresponding brands.
70.00%
60.00%
50.00%
40.00%
Series1
30.00%
20.00%
10.00%
0.00%
Medimix
Dettol
Sachayi aur suraksha Cool protection that
Refreshes
Lifebuoy
Margo
Healthy hoga
hundstan
complete skin care
from nature
RESEARCH ANALYSIS
To what extent advertisesement influence your
buying behavior for soap
Chart Title
influenced
14%
Not influenced
11%
Partially influenced
75%
RECOMMENDATION
 More Emphasis on Hygiene
 Strengthen availability
THANK YOU