Lifebuoy SWOT Analysis, USP & Competitors

Lifebuoy

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

Segment

Personal Care – Soap, Hand Sanitizer, Hand Wash

Target Group

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

Positioning

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

Lifebuoy SWOT Analysis

Strengths

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

Weaknesses

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

Opportunities

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

Threats

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

1. Dettol
2. Savlon