Case Study of Lifebuoy
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Case Study of Lifebuoy
- 1. Presented by:- Ninad Gurav Sagar Anand Sumit Deswal
- 2. “INDIA IS A CENTRE OF INTEREST FOR LARGE MULTINATIONAL COMPANIES” With these lines we focus on the basic requirements of the people of the country that are rising day by day so as to meet this demand the large MNC’s are rising on the front step so as to put their roots in and expand their empire, one of these is the HINDUSTAN UNILEVER LIMITED (HUL).The largest FMCG industry that step from in India. The HUL stepped with some of its top most of its product from the inter-national market.
- 3. Officially launched in India in 1935 India’s oldest personal wash brand Always stood for health and hygiene, delivered through germ protection Sales on more than 5bn per day Had stagnant market share Stood for its health – plate-form Was brick red in color with carbolic ingredient
- 4. Complain from customer that product is not good for their skin Product strategy Price and promotion strategy – Penetrating Pricing(rapid penetration) Distribution Strategy- increase in distribution coverage Cheap Advt. Manufacturing Problem
- 5. Change of the manufacturing process Divided their product into 3 category, Premium, Gold & Silver. Reduces the price of their product Focused to Ruler Population for their promotion.
- 7. Chapati being the staple food, and the only way to eat it is with your hands. The message on chapati was impossible to miss or ignore. It’s sensible to expect that some will remember the message every time they sit down to eat.
- 8. Tag Line Of this campaign was ‘Visibly clean is not really clean’ Initiated in 2002 as a rural health and hygiene initiative in India. Started with 8 state & covered 70million people. In partnership with local Govt. bodies, visited rural schools to teach the importance of hand wash with soap. The element of Lifebuoy Swasthya Chetna that involves children focuses on fun, using stories, games, songs and quizzes.
- 9. Recruited school children & their parents on a voluntary basis to spread the message. Efforts are made to ensure that the learning does not fade over time. According to HUL it was a “Marketing Programme with Social Benefit.” Till Date this campaign becomes the largest privet hygiene education project in the World, Covering more then 130million people in 30,000 villages since 2002.
- 10. Hindustan Unilever product Lifebuoy”s created a Dynamc revolution ,,in its own productline.. its mission was to make a numerous Indians feel safe regaurding their health and hygiene,, Their basic target was to focus the 70% of the population that resides in the Rural area of India. Moreover it relaunched the packages in a small low priced sets that came in the hands of the daily earners like the village people who do not possess a fixed source of income.. From T.V. advertisements to the tongue of a common man,, “LIFEBUOY” ..became a most used adjective by a common man..
- 11. THANK YOU