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LIFEBUOY STP ANALYSIS
GROUP 2
INTRODUCTION
• One of the oldest soap brands, available in India since 1895.
• Undisputed Leader in the soaps market of India, with 18.4% share.
• Turnover of €350 million a year globally, € 200 million in India.
• Has a consumer base of 140 Million households in India.
• The iconic jingle of Lifebuoy – “tandrusti ki raksha…..” is almost like the health anthem.
INTRODUCTION
• VISION - “to make 5 billion people across the world, feel safe and secure by meeting their personal care hygiene & health needs”.
• Initially, it was a chunky red bar of soap.• Now, a range of general and specialized
products across formats available.
LIFEBUOY EVOLUTION1895
• Disinfectant Soap• Industrial Revolution Era- Typhoid, Yellow
Fever common• First soap to contain carbolic acid
1950s • Relaunched with a sweeter smell to focus on females too.
1964• Relaunched –New shape and wrapper design• A soap for active people & sportsmen –
cleanliness is a part of good sportsmanship• Portrayed as a champion’s soap.
1970s• Lifebuoy range was expanded.• It was beginning to be considered as a hand
wash soap.
2000s • A ‘Smarter Soap’ – educating health benefits - Swasthya Chetna, Healthy Hoga Hindustan.
LIFEBUOY RANGE
Lifebuoy PersonalLifebuoy PlusLifebuoy GoldLiquid LifebuoyLifebuoy ActiveLatest Lifebuoy Additions – Total, Deofresh,
Nature, Goldcare, Handwash and Clearskin
THE LIFEBUOY STORY
SEGMENTATION & TARGETTING
DEMOGRAPHIC SEGMENTATION• Age: 6-50+ • Gender: Anyone • Income: Rs.5,000+ • Target Area: Lower to middle income group
GEOGRAPHIC SEGMENTATION• Cities: All cities of India• Target Area: Urban, Semi Urban, Rural.
SEGMENTATION
BEHAVIOURAL SEGMENTATION• Benefits: Total protection antiseptic soap. • User status : Regular user • Usage Rate : Middle to Heavy
PSHYCHOGRAPHIC SEGMENATION• Social class: Middle & Lower class. • Lifestyle: Outdoor - Oriented, Sports- Oriented
VALS SEGMENTATION SYSTEM
• Psychographics consists of consumer’s psychological makeup and lifestyles (personality and social class).
• It is influenced by their attitudes, values and motivations.
• Lifebuoy brand falls under the ‘MAKERS’ category of VALS System.
• People with low resources who are practical, self sufficient and seek products with a functional purpose.
Market Targeting
Identifiable
Sizeable
Stable or GrowingAccessible
Congruent with the Company’s Objectives &
Resources
Market Targeting - LIFEBUOY
• Initially targeted at Indian male• Over the years its target has become the Whole Family
especially the women.• Middle & Lower Income Group • Lifebuoy was considered down-market especially in the
urban areas. So to instil a sense of pride and not shame, the company came up with Lifebuoy Plus, which basically was the old Lifebuoy with a new perfume.
• Almost all Households in Rural, Urban or Semi-Urban Area• Lifestyle: Outdoor Oriented, Sports Oriented
Other Variants of LIFEBUOY
• Lifebuoy Plus – Targeted at urban consumers– Old Lifebuoy with fragrance
• Lifebuoy Gold – Targeted at urban consumers–White color– A different fragrance– Priced higher
• Liquid Lifebuoy– Hand wash Soap in Liquid Form– Targeted at Urban Market
• Lifebuoy Active– Non-Carbolic Soap– Answer to its Competitors
POSITIONING • Positioning is the act of
designing the company’s offering and image to occupy a distinctive place in the minds of the target market.
• When Lifebuoy was introduced in the Indian market in 1935, its positioning was clear. Lifebuoy was the soap that would destroy germs and keep the body healthy.
• It follows image differentiation as a differentiation strategy.
Over the years..• In the fifties with the coming of age
of the advertising industry, lifebuoy stressed on its positioning as a ‘tandarusti soap’ with the popular jingle.
• During the same time it also positioned themselves as a soap for hand wash in the rural areas.
• During 1960s and 1970s its ‘health benefit’ positioning continued along with product modifications, product associations and line extensions.
Cont…
• In 1964, the brand was relaunched with a slight change in its shape and wrapper design.
• Rural promotions were intensified with mobile display-cum-sales vans.
• And during this period Lifebuoy started associating itself with sports events. This kind of sales promotion helped Lifebuoy to gain a more 'macho image' and it was getting accepted as a champion's soap.
Cont…
• From 2000 onwards it repositioned itself as a hygiene soap with skincare.
• The new formulation launched in 2002 contains Active B which gives protection from germs and a superior bathing experience.
• It has also repositioned itself from ‘traditional, victorious male’ concept of health to a more responsible concept of ‘health for the entire family.
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