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    MARKETING MANAGEMENT On Lifebuoy

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    anshi4ever
    Unilever is a global consumer goods company that produces 400 brands across 14 categories including home, personal care, and nutrition. Lifebuoy soap was launched in India in 1935 by Hindustan Vanaspati to help address common health problems like typhoid and yellow fever at the time. Lifebuoy was positioned as a result of cause-related marketing to promote hygiene and health for families across India through its distinct red color and odor. The launch of Lifebuoy was successfully accepted by the masses due to its promise of family health, lack of competition, and low price strategy.

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    MARKETING MANAGEMENT On Lifebuoy

    Uploaded by

    anshi4ever
    21 views7 pages
    Unilever is a global consumer goods company that produces 400 brands across 14 categories including home, personal care, and nutrition. Lifebuoy soap was launched in India in 1935 by Hindustan Vanaspati to help address common health problems like typhoid and yellow fever at the time. Lifebuoy was positioned as a result of cause-related marketing to promote hygiene and health for families across India through its distinct red color and odor. The launch of Lifebuoy was successfully accepted by the masses due to its promise of family health, lack of competition, and low price strategy.

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    MARKETING MANAGEMENT on lifebuoy

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    Unilever is a global consumer goods company that produces 400 brands across 14 categories including home, personal care, and nutrition. Lifebuoy soap was launched in India in 1935 by Hindustan Vanaspati to help address common health problems like typhoid and yellow fever at the time. Lifebuoy was positioned as a result of cause-related marketing to promote hygiene and health for families across India through its distinct red color and odor. The launch of Lifebuoy was successfully accepted by the masses due to its promise of family health, lack of competition, and low price strategy.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    21 views7 pages

    MARKETING MANAGEMENT On Lifebuoy

    Uploaded by

    anshi4ever
    Unilever is a global consumer goods company that produces 400 brands across 14 categories including home, personal care, and nutrition. Lifebuoy soap was launched in India in 1935 by Hindustan Vanaspati to help address common health problems like typhoid and yellow fever at the time. Lifebuoy was positioned as a result of cause-related marketing to promote hygiene and health for families across India through its distinct red color and odor. The launch of Lifebuoy was successfully accepted by the masses due to its promise of family health, lack of competition, and low price strategy.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 7

    "MARKETING

    MANAGEMENT
    ON
    LIFEBUOY."

    BY,
    RISHIKA
    A. JAGADISH
    NILESH KUMAR
    SHORT INTRODUCTION TO
    UNILEVER LTD.
    FREQUENCY: 160 million times a day, someone somewhere
    chooses a Unilever product.
    400 brands, 14 categories under home, personal care n nutrition.
    FMCG’S MARKET LEADER:
    #1 in Dressings, Tea, Ice Cream, Spreads, Deodorants, Mass Skin.
    #2 in Laundry, Daily Hair Care.
    #3 in Oral Care, Household Cleaning .
    Responsible for: Brand development, Innovation, Research and
    Development.
    Accountable for: Medium/long term market share, Brand health,
    Innovation metrics, Category value creation.
    HISTORY: ARRIVAL IN INDIA

    Brought into existence in 1895.


    Launch in India in 1935.
    Introducers: Lever Bros. in UK and in India by Hindustan
    Vanaspati. They merged together as HUL.
    Launched in industrial revolution era when typhoid, yellow
    fever were common problem.
    INTRODUCTION TO LIFEBUOY
    LAUNCH:
    Reason for launching: Segmenting, targeting and creating
    health awareness.
    Launched as: The ruby red color soap, with its distinct odor.
    Lifebuoy: A result of cause related marketing.
    Vision: For hygienic, healthy and vital community .
    Launching Motive: ‘Lifebuoy’ convey the promise of a
    healthy family, and not just an individual.”
    LIFEBUOY: BRAND POSITIONING
    AND BRAND BUILDING
    Product as a result of research, innovation and hygiene
    technology.
    Positioning of Lifebuoy: Every Indian family, rural or urban, rich
    or poor.
    Promise of family health in an enjoyable and compelling manner.
    Introduced to people as:
    Basic
    Expected
    Potential product
    Launch of Lifebuoy was successfully accepted by masses
    (Contagious disease time in India).
    Least Competition, Low Price Strategy.

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