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Lifebuoy SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

SWOT analysis of Lifebuoy analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Lifebuoy SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Lifebuoy to benchmark its business & performance as compared to the competitors and industry. As of 2020, Lifebuoy is one of the leading brands in the FMCG sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Lifebuoy competitors and includes Lifebuoy target market, segmentation, positioning & Unique Selling Proposition (USP).

Lifebuoy SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Lifebuoy Brand Analysis
Parent Company

HUL

Category

Personal Care – Soap

Sector

FMCG

Tagline/ Slogan

Healthy hoga Hindustan; Lifebuoy hai jaha tandurusti hai waha

USP

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

Lifebuoy STP
Lifebuoy Segmentation

Personal Care – Soap, Hand Sanitizer, Hand Wash

Lifebuoy Target Market

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

Lifebuoy Positioning

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

Lifebuoy SWOT Analysis
Lifebuoy Strengths

Below are the Strengths in the SWOT Analysis of Lifebuoy:

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

Lifebuoy Weaknesses

Here are the weaknesses in the Lifebuoy SWOT Analysis:

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

Lifebuoy Opportunities

Following are the Opportunities in Lifebuoy SWOT Analysis:

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

Lifebuoy Threats

The threats in the SWOT Analysis of Lifebuoy are as mentioned:

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

Lifebuoy Competition
Competitors

Below are the top 2 Lifebuoy competitors:

1. Dettol
2. Savlon


This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Lifebuoy. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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