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Lifebuoy SWOT Analysis

Published by MBA Skool Team in FMCG category Last Updated: November 17, 2023Read time:

Here is a detailed SWOT analysis of Lifebuoy covering strengths, weaknesses, opportunities and threats.

Lifebuoy 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

Above are the strengths in the SWOT Analysis of Lifebuoy. The strengths of Lifebuoy looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Lifebuoy 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

These were the weaknesses in the Lifebuoy SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Lifebuoy 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

Above we covered the opportunities in Lifebuoy SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Lifebuoy 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

The threats in the SWOT Analysis of Lifebuoy are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Lifebuoy SWOT analysis.

About Lifebuoy

The table below gives the brand overview along with its target market, segmentation, positioning & USP

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 which comprises of MBA students, management professionals, and industry experts. 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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