Lifebuoy SWOT Analysis

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

Lifebuoy SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Lifebuoy, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

Lifebuoy is one of the leading brands in the FMCG sector. The article below lists the Lifebuoy SWOT, competitors and includes its target market, segmentation, positioning & USP.

SWOT Analysis of Lifebuoy

For Lifebuoy, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Lifebuoy Strengths

The strengths of Lifebuoy looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value.

A list of strengths is mostly the starting point in starting SWOT analysis. 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

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. 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

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Lifebuoy Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 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 for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 2 competitors of Lifebuoy:

1. Dettol
2. Savlon

Hence this concludes the Lifebuoy SWOT analysis.

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About Lifebuoy

Lifebuoy Overview
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

Lifebuoy STP

Personal Care – Soap, Hand Sanitizer, Hand Wash

Target Market

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

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.

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