LIFEBUOY

By,
Azhar pasha
 History

 Introduced in 1895, in England by Lever brothers.

 Lifebuoy was one of the most popular soaps in U.S and all over the world.
 When perfumed soaps were marketed , it was the best-selling.
 It is mainly known for medicated or healthy care soap
About the product

 One of the oldest brand of HUL & positioned as health & hygiene soap.
 Introduced in 1895 as a disinfectant soap especially when the country was
severely affected by diseases like typhoid plague & yellow fever
 Only soap brand to cross 100,000 tones of sales in a single year.
 The Brick Red Soap with its beautiful jingle have carried the message of
health across the length and breadth of the country making it the largest
selling soap brand in the world
Features

 It contains accessible HYGIENE and HEALTH solution.

 First soap to use carbolic acid.
 High consumer awareness soap
 Most popular soap in rural areas
 It has long existence
 Variants of products
 Price is affordable
Market Segmentation and Targeting

 Geographic segmentation
Cities: All cities of India
Target area: Urban, Semi urban , Rural areas

 Demographic Segmentation
Age: 6-50+
Gender: Anyone
Income: Rs 5000+
Target area: Lower Income Group
 Behavioural Segmentation
Benefits: Total Protection antiseptic soap
User status: Regular user

 Psychographic Segmentation
Social Class: Middle and & Lower Class
Life style: Outdoor-Oriented, Sports-Oriented
Pricing strategy
Promotional strategies