Published by MBA Skool Team, Last Updated: December 23, 2017
Marketing Strategy of Lifebuoy analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Lifebuoy marketing mix, help the brand succeed.
Lifebuoy marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Lifebuoy Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Lifebuoy Product Strategy:
The product strategy and mix in Lifebuoy marketing strategy can be explained as follows:
Lifebuoy is a leading disinfectant soap brand from the house of FMCG giant HUL. The product initially launched as a carbolic disinfectant soap during the epidemics, created a strong brand presence all thanks to its distinctive looks. The red color and unique shape of Lifebuoy made it a memorable product. Soon it started discovering itself as a brand and introduced a wider product portfolio in its marketing mix like liquid soaps, beauty and freshness soaps, hand sanitizer and body wash. Its product range includes bar soaps of the following variants like total 10-germ protection, mild care, cool fresh, betel leaf, total protect, Active fresh, Moisture plus, clear skin. The liquid soap range has Lifebuoy total, Lifebuoy care, Lifebuoy nature, Lifebuoy Activfresh. The bodywash range has Lifebuoy totalprotect, mild care, nature pure, activfresh, vitaprotect and moisture plus.
Image: company website
Lifebuoy Price/Pricing Strategy:
Below is the pricing strategy in Lifebuoy marketing strategy:
Lifebuoy is one of the most popular and used soap brands in India.
In urban and rural markets, the brand has gained a familiar and likable status due to its penetrating pricing. A 125 gm lifebuoy soap costs about Rs26. Bodywash costs around Rs175. Lifebuoy keeps its product prices relatively lower than the prices of its competition. Hence the pricing strategy in its marketing mix is mostly driven by competition. This has been an advantage for the brand and has led to making it one of the most popular choices among Indians.
Following is the distribution strategy in the Lifebuoy marketing mix:
Lifebuoy occupies huge market share in India and various other countries. Its strategy is to make its products available in every corner of the country, from urban areas to remotest cities. Lifebuoy has used the strong network established by HUL and grown by leaps and bounds and spread its products via a chain of wholesalers, dealers, and retailers. It has collaborated with 6000 suppliers, 4000 stockists and has already reached more than 80,000 villages. Due to its strong network, it has been able to penetrate even into rural areas.
The products are sold in kirana stores, convenience stores, and supermarkets.
Lifebuoy Promotion & Advertising Strategy:
The promotional and advertising strategy in the Lifebuoy marketing strategy is as follows:
Lifebuoy uses aggressive and creative marketing and promotional concept to capture the market. It uses advertisement, taglines, and promotional campaigns. Some of its successful campaigns are:
• Swasthya Chetna: It means heath awakening. Lifebuoy soaps were distributed in rural areas and washing hands regularly was promoted in this campaign.
• It has also started the practice of Global Handwash Day on October 15 to bring awareness about the benefits of washing hands with soap regularly in rural areas.
• Lifebuoy soaps were distributed in Gurudwaras. The campaign was held in around 138 small towns in Punjab, engaging over 36000 people.
• Maha Kumbh Mela is a once in year phenomenon where more than 100 million people come into the city of Allahabad to visit this holy mela. The infrastructure in the location is unable to cater to the huge inflow of people. Sanitisation and cleanliness is a big problem and often causes spreading of infection and diseases. Lifebuoy with a motive to help the people visiting the mela started their campaign in the venue. The venue was decorated with hoardings, banners to remind people about benefits of washing hands regularly.
• To re-establish itself as a leader in the sanitization segment Lifebuoy engaged in a uniquely creative way to remind people about Lifebuoy. Lifebuoy decided to spread the message across millions of people visiting the mela through food. They created a special heat stamp message, ‘did you wash your hands with Lifebuoy?’.
• To promote Lifebuoy in rural areas, HUL has approached and collaborated with rural bodies like gram panchayat, swasthya Parishad and spread awareness about good practices to follow for being clean and tidy. Programmes like Krishi Darshan, Aap ka swasthya have attracted a large number of people.
Apart from these, Lifebuoy has also launched an inspirational campaign “Help a Child Reach 5” which promotes hand washing to save a life. Lifebuoy has undertaken several CSR activities. This includes supplying soaps during natural calamities and crisis.
Lifebuoy has adopted several extensive marketing plans to promote its products in global markets. It has launched ad campaigns on television, radio, magazines, newspapers, billboards and online media. This completes the marketing mix of Lifebuoy.
Lifebuoy is a subsidiary brand of Hindustan Unilever Limited. The FMCG Company is the leader in Home, personal care products and food and beverages. The journey of Lifebuoy started long back when it used to be a carbolic soap and contained phenol in it. The Lever brothers in England introduced it in the year 1985.
In the 1950s, the medicinal smell in soaps was replaced by other variants like minty refresher, coral coloured lifebuoy. Today it is one of the top selling soaps in India and known distinctively for its red coloured hard brick-like shape.
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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