Case Based Presentation on 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