Lifebuoy SWOT Analysis, USP & Competitors

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SWOT Analysis of Lifebuoy with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company



Personal Care – Soap



Tagline/ Slogan

Healthy hoga Hindustan; Lifebuoy hai jaha tandurusti hai waha


Lifebuoy provides 100% better protection from germs as compared to ordinary soaps



Personal Care – Soap, Hand Sanitizer, Hand Wash

Target Group

All households, to provide a 100% anti-bacterial soap for complete protection


Lifebuoy's goal is to provide affordable and accessible hygiene and health solutions

SWOT Analysis


1. First soap to use carbolic acid, which gave it a red color and strong, medicinal scent
2. Wide portfolio for the Lifebuoy brand ranging which includes Soap, Hand Sanitizer and Hand Wash
3. High consumer awareness for the brand of Lifebuoy
4. Most popular soap brand specially in the rural market
5. Excellent brand visibility and extensive distribution


1. Lower market penetration in urban areas as compared to rural areas
2.Initially positioned as a masculine soap, which was eventually turned as a family soap.
3. Not been perceived as a beauty soap, and is mainly used just for hand washing


1.The Lifebuoy ‘Swasthya Chetana programme’ uses a‘direct consumer contact’ methodology, and touches the lives of 70 million people in 18,000villages
2. Imparting education about importance of hand washing to prevent spread of germs
3. Used global epidemics like swine flu to further promote products for better hygiene and protection


1. Competitor brands offering similar levels of protection
2.Considered to be a low-end product, and may find it difficult to move up in the segment



1. Dettol
2. Savlon


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