Presentation 1

INTRODUCTION
Personal Care:-
Personal care category in India is valued at Rs 54.6 billion.
An average Indian spends 8% of his income on personal care

products. Personal care mainly consists of Hair Care, Skin Care, Oral
Care, Personal Wash (Soaps), Cosmetic and Toiletries, Feminine
Hygiene.
It is divided into three segments:

1)The premium segment (dove,Lux)
2) The economy segment (Lifebuoy, Nirma Bath)
2)The popular segment (Nirma, Cinthol)
Hindustan Uniliver Limited
 HUL is India's largest Fast Moving Consumer Goods Company;
its journey began 75 years ago, in 1933, when the company was
first incorporated.
 With over seven brands — LUX, LIFEBUOY, HAMAM,

REXONA, BREEZE, DOVE and PEARS — has 54.3% share of
the overall soap market.
 Leader in every field due to strong

brand.
 Continues development of new products. In the Rs7,000 crore

by sales soap market, HUL’s market share has dropped to 54.3%
in March 2008 from 55.9% in March 2006.
. Lifebuoy Soap
Lifebuoy is a famous and distinctive brand of soap that was created by the
Lever Brothers soap factory in 1894.
It was the first soap to use carbolic acid, which gave it a red color and
strong, medicinal scent.
Lifebuoy is still manufactured today and is the leading brand of soap in
many developing countries.
 Inspiring Vision : FOR Hygiene, Health And
Vital Community.
 Health Product for wider variety of consumer
 HAND WASHING - THE LIFEBOUY HABBIT
PROMOTED TO EDUCATE CHILDREN.
 Launched in Industrial Revolution Era, when Typhoid, Yellow Fever were
common problems.
Leadership in FMCG category category
category Hul share Next Competitor
Fabric wash 35.8% 15.1%
Personal Wash 55.5% 9.2%
Dish Wash 55.4% 9.5%
Skin 54.7% 7.4%
Shampoo 48.5% 23.8%
Talcum Powder 59.3% 5.8%
Packet tea 24.9% 19.9%
Jam 69.6% 4.4%

Product depth of lifebuoy
 LIFEBUOY TOTAL :follow old ‘red soap’ image.

 LIFEBUOY DEOFRESD : symbolize freshness
 LIFEBUOY NATURAL: green soap resembling
natural care.
 LIFEBUOY SKIN CARE: for sensitive skin.
4P,S Of Marketing Mix
PRODUCT PRICE:
 LAUNCHED AS CARBOLIC
‘RED SOAP’ .  SOLD TO LOWER
 SYMBOLISE HEALTH AND AND MIDDLE
HYGIENE. INCOME GROUP
 VERY STRONG BRAND IMAGE.
PEOPLE.
 RECAHNILISED ITS PRODUCT
 PRICED AT
CYCLE BY INTRODUCING
NEW VARIANTS. COMPARITIVELY
. LOW PRICE.
 MOST VARIENTS
SOLD At MRP Rs
11/PIECE.
PLACE PROMOTION

STRONG
DISTRIBUTION
CAHNNEL. POSITIONED AS
‘HEALTH AND
APP. 2000 SUPPLIERS HYGIENE’ SOAP.
PRODUCT PRODUCED AT 80
INITIALY PROMOTED
DIFFERENT FACTORIES.
BY SPORTSMAN LIFE
45
C & F AGENTS, 4000 FOOTBALL PLAYERS.
STOCKISTS.
NOW PROMOTED AS
1
Mn DIRECT OUTLET AND 6.3
Mn TOTAL OUTLET . FAMILY SOAP FOR
BOTH MALE AND
FEMAIL.
PRODUCT LIFE CYCLE
PRODUCT LIFE CYCLE
INTRODUCTION
LAUNCHED IN 1895 AND POSITIONED AS
HEALTH AND
VALUE PLATEFORM.
TARGETED INITIALY AT MALE WITH UNIQUE

JINGLE
PROMOTED BY FOOTBALL PLAYERS AND
ATHELETS.
THE SOAP WAS ‘BRICK RED’ AND CARBOLIC
INGREDIANT.
Growth
GROWN AT VERY FAST RATE.
SOLD ALMOST IN EVERY PART OF
INDIA.
SOLD ALMOST IN EVERY PART OF INDIA.
PROMOTION AND DISTRIBUTION
CHANNEL STRENGTHEN TO
PROMOTION AND DISTRIBUTION
CHANNEL STRENGTHEN TO
MAINTAIN SUPPLY.
MAINTAIN SUPPLY
MATURITY
OVER PERIOD OF 100 YEARS , RACHED
ITS MATURITY
LEVEL.
MARKET SHARE BECOMINS ALMOST
STAGNENT.
SOME CUSTOMERS BECAME LOYAL
WHILE SOME WENT
FOR NEW PRODUCTS.
SAME BRAND IMAGE LIMITED
CONSUMER BASE.
DECLINE
SOAP MARKET FAIRLY SLUGGISH
IN 2001.
LIFEBOUY SHARE DECLINED MORE
THAN MARKET
DECLINE.
15- 20% DECLINE IN VOLUME OF
SALE.
15- 20% DECLINE IN VOLUME OF
SALE.
REVIVAL PROMOTION
INICIATIAVES
LIFEBOUY NO LONGER A ‘CARBOLIC SOAP’.

LIFEBOUY NO LONGER A ‘CARBOLIC SOAP’.
ITS NOW A TOILET SOAP WITH DIFFERENT
‘HEALTH’ FRAGANCE.
SIZE, FORMULATION, PACKING, PERFUME HAD
. UNDERGONE SEA CHANGE.
FEOM FOCUS ON MALE, NOW FOCUS IS ON
WHOLE FAMILY.
REGAINED ITS POSITIO AS STRONGEST BRAND
IN
SOAP MARKET
MARKET SHARE
SOLD IN INDIA FROM 1895.
SOLD IN INDIA FROM 1895.
OFFICIALY LAUNCHED IN 1935.
OFFICIALY LAUNCHED IN 1935.
SALE OF 5 Bn OVER WORLD IN A DAY.
SALE OF 5 Bn OVER WORLD IN A DAY.
MARKET SHARE OF 21%.
MARKET SHARE OF 21%.
95% SHARE IN CARBOLIC SOAP SEGMENT.
95% SHARE IN CARBOLIC SOAP SEGMENT.
MAJOR CHANGES IN 2002,2004 AND 2006
MAJOR CHANGES IN 2002,2004 AND 2006
TO INCREASE MARKET SHARE I INDIA.
TO INCREASE MARKET SHARE I INDIA.
COMPETITORS
DEETOL
DEETOL
SAVALON
SAVALON
NIRMA
NIRMA
CINTHOL
CINTHOL
OTHERS
OTHERS
SWASTHYA CHETNA’ CAMPAIGN
FIRST LARGEST RURAL HEALTH EDUCATION PROGRAM.
‘SERIOUSIMPLICATION OF LAXITY IN HEALTH CARE’ AS

BASIC THEAM.
DIARRHOEA WHICH KIILS 3 Mn PEOPLE EVERY YEAR CAN BE

WHICH KIILS 3 Mn PEOPLE EVERY YEAR CAN BE
REDUCED BY 48%.
VISIT VILLAGE SCHOOL TO TEACH IMPORTANCE OF

HANDWASHING.
RECRUIT CHILDREN AND THERE PARENTS ON VOLANTRY
BASIS.
STARTED WITH 8 STATES N COVER 70 Mn PEOPLE.
.
SALES DURING PERIOD INCREASED BY 20%.
ACCORDING TO HUL ITS‘MARKETING PROGRAME WITH

‘MARKETING PROGRAME WITH SOCIAL BENIFIT’.

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INTRODUCTION

Personal care category in India is valued at Rs 54.6 billion.

An average Indian spends 8% of his income on personal care

It is divided into three segments:

 With over seven brands — LUX, LIFEBUOY, HAMAM,

 Leader in every field due to strong

 Continues development of new products. In the Rs7,000 crore

Fabric wash 35.8% 15.1%

Personal Wash 55.5% 9.2%

Dish Wash 55.4% 9.5%

Skin 54.7% 7.4%

Shampoo 48.5% 23.8%

Talcum Powder 59.3% 5.8%

Packet tea 24.9% 19.9%

Jam 69.6% 4.4%

 LIFEBUOY TOTAL :follow old ‘red soap’ image.

TARGETED INITIALY AT MALE WITH UNIQUE

LIFEBOUY NO LONGER A ‘CARBOLIC SOAP’.

FIRST LARGEST RURAL HEALTH EDUCATION PROGRAM.

‘SERIOUSIMPLICATION OF LAXITY IN HEALTH CARE’ AS

DIARRHOEA WHICH KIILS 3 Mn PEOPLE EVERY YEAR CAN BE

VISIT VILLAGE SCHOOL TO TEACH IMPORTANCE OF

ACCORDING TO HUL ITS‘MARKETING PROGRAME WITH

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