lifeboy stratergy
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Case Study Presentation-Lifebuoy, Radio Mirchi
Bibin Thomas, S3 MBA, 19
Unilever is one of the world’s leading suppliers of fast-moving consumer
goods. They aim to provide people the world over with products that are
good for them and good for others.
Creating a better future every day
Bibin Thomas, S3 MBA, 19
vision
● We work to create a better future every day.
● We help people feel good, look good and get more out of life with brands and services that are good for them and good for others.
● We will inspire people to take small everyday actions that can add up to a big difference for the world.
● We will develop new ways of doing business that will allow us to double the size of our company while reducing our environmental impact.
Bibin Thomas, S3 MBA, 19
Unilever’s portfolio of categories
Leading category positions
Ice Cream & Beverages
Personal Care
Homecare
Savoury, Dressings & Spreads
Strong category positions
Bibin Thomas, S3 MBA, 19
Top 25 brands = almost 75% of Unilever’s sales.
Big global brands
Bibin Thomas, S3 MBA, 19
Unilever manages a number of partnerships globally.
Customer partnerships
Bibin Thomas, S3 MBA, 19
Unilever is a world leader in research and development
(R&D).
Innovation driving growth 1
● €891 million invested in R&D in 2013
● At least 250 new patent applications filed each year
● A portfolio of more than 20,000 patents and patent applications
Bibin Thomas, S3 MBA, 19
Competitive advantage through an integrated R&D
programme.
Innovation driving growth 2
● More than 6,000 R&D professionals
● 6 strategic R&D laboratories delivering groundbreaking technologies
● 31 major development centres developing and implementing product innovations
● 92 locations around the globe with R&D teams implementing innovations in countries and factories
Bibin Thomas, S3 MBA, 19
Sandy Ogg
Chief HR Officer
Geneviève Berger
Chief R&D Officer
Michael Polk
President Global Foods, Home & Personal Care
Harish Manwani
President Asia, Africa and Central & Eastern Europe
Doug Baillie
President Western Europe
Dave Lewis
President AmericasPaul Polman
Chief Executive Officer
Pier Luigi Sigismondi
Chief Supply Chain Officer
Jean-Marc Huët
Chief Financial Officer
Keith Weed
Chief Marketing and Communications Officer
A global management team
Bibin Thomas, S3 MBA, 19
Board of Directors
Chairman
Michael Treschow
Paul PolmanChief Executive Officer
Jean-Marc HuëtChief Financial Officer
Executive Directors
Non-Executive Directors
The Rt Hon The Lord Brittan of
Spennithorne QC, DL
Wim Dik Louise Fresco
Ann Fudge Charles Golden
Byron Grote
Narayana Murthy
Hixonia Nyasulu
Kees Storm Jeroen van der Veer
Paul Walsh
Bibin Thomas, S3 MBA, 19
VISION OF THE COMPANY
Bibin Thomas, S3 MBA, 19
India's largest Fast Moving Consumer Goods company with 100 factories across India.
In 1931, first Indian subsidiary, Hindustan Vanaspati Manufacturing Company,
followed by Lever Brothers India Limited (1933) and United Traders Limited (1935).
HUL formed in November 1956;
Hindustan Unilever
Bibin Thomas, S3 MBA, 19
The Anglo-Dutch company Unilever owns a majority stake in Hindustan Unilever Limited.
one of the country's largest exporters and recognised as a Golden Super Star Trading House
The mission – “add vitality to life.”
Hindustan Unilever
Bibin Thomas, S3 MBA, 19
Hindustan unilever ltd
Personal wash
Lux, lifebuoy, dove
Pears, rexona, breeze,
Laundry
Surf excel
Wheel
sunlight
Skin care
Fair & lovely
Ponds
vaseline
Hair careSunsilk
Clinic
Oral carePepsodent
closeup
DeodorantsAxe
rexona
Color cosmetics lakme
ayurvedic ayush
Bibin Thomas, S3 MBA, 19
Bibin Thomas, S3 MBA, 19
Bibin Thomas, S3 MBA, 19
Competitors of HUL SOAPS
HUL brands
Lux
Rexona
Breeze
Lifebuoy
Competitors brands
Santoor, Chandrika
Cinthol, Mysore Sandal
Godrej no. 1, Nirma
Dettol
Competitors of HUL SOAPS HUL brands
Pears
Dove
Hamam
Liril
Competitors brands
Santoor, Savlon
Camay
Margo
Cinthol
Bibin Thomas, S3 MBA, 19
Introduction
1894- William Hesketh
Lever launched Lifebuoy
in the UK as the Royal
Disinfectant Soap
Lever discovered carbolic
acid as he sought the
perfect formula for soap
that could combat
germs and still be
affordable to everyone
Bibin Thomas, S3 MBA, 19
• Officially launched in India in 1935
• India’s oldest personal wash brand
• Always stood for health and hygiene, delivered through germ
protection
• Sales on more than 5bn per day
• Had stagnant market share
• Stood for its health – plate-form
• Was brick red in color with carbolic ingredient
Lifebuoy - India
Bibin Thomas, S3 MBA, 19
Bibin Thomas, S3 MBA, 19
1966*
1914 – 1970s
Bibin Thomas, S3 MBA, 19
Bibin Thomas, S3 MBA, 19
Bibin Thomas, S3 MBA, 19
Bibin Thomas, S3 MBA, 19
Bibin Thomas, S3 MBA, 19
The case is all about STP of the lifebuoy.
It shows a historic evolution of lifebuoy and the
changes in the STP.
1950’s the popular jingle ‘Tandarusti ki
reksha karta hai Lifebuoy’
The jingle touches the mother and then they use
lifebuoy as a mandatory for their children.
Summary
Bibin Thomas, S3 MBA, 19
In 1964 - first major re-launch.
to use sports as the communication idiom
Targeted towards men
Universal symbol of good health keeping in pace with its 25yrs image of association with good health
Pinched aspirational needs.
Catchy jingle with energetic and pulsating music.
“Lifebuoy hai jahan ,
Tandarusti hai vahan”
1935 – 2000
Bibin Thomas, S3 MBA, 19
• 1964- Lifebuoy launched with a slight
modification in its shape.
• They always positioned as health
benefit and they include champions
soap through sports events.
Bibin Thomas, S3 MBA, 19
1970’s – Due to high competition lifebuoy expanded the product line.
Sl.No. Product Target
1 Lifebuoy Personal
To all who use soap as hand wash.
2 Lifebuoy Plus New urban consumers with perfume.
3 Lifebuoy Gold New urban consumers with white colour with perfume and a slight high pricing.
4 Liquid Lifebuoy A modern soap to tap the un taped urban consumers.
5 Lifebuoy Active To meet the competitor who use non-carbolic feature.
• No longer just a carbolic soap with cresylic perfume
• Ingredient : Active-B, which protects users against germ infections.
• Superior bathing experience.
• From the ‘traditional, male, victorious concept of health’ to a more responsible concept of ‘health for the entire family.’
• Market share rose from 12% to 18%
2002- The Revamp
Bibin Thomas, S3 MBA, 19
Bibin Thomas, S3 MBA, 19
About Radio Mirchi
• Radio Mirchi is a leading radio station from the Times group. It began its operations as Times Fm and then was renamed as Radio Mirchi in 1998.
• In January 2006, Radio Mirchi bagged 25 frequencies and this pushes the Radio Mirchi presence in 32 centers across India.
• Radio Mirchi follows a set format of shows across all the stations and mainly plays Bollywood Music.
Bibin Thomas, S3 MBA, 19
Target Group
• Idea behind Radio Mirchi
• Age Group 15-25
SEC A & B
• Students, youth and young working adults.
Bibin Thomas, S3 MBA, 19
Segmentation, Targeting & Positioning
Bibin Thomas, S3 MBA, 19
Segmentation Variables● Geographic
● Demographic
● Psychographic
● Behavioral
● Other (anything!)
No single best way to segment a market.
Often best to combine variables and identify smaller, better-defined target groups.
Market Segmentation - Principles
Bibin Thomas, S3 MBA, 19
• Helps in distinguishing one customer from another
• Helps to adapt to the offering to the target market
• Enable dividing the market and conquering them
• Helps in making market efforts more efficient
Benefits of Segmentation
Bibin Thomas, S3 MBA, 19
Market Targeting
Companymarketingmix
Companymarketingmix
MarketMarket
Companymarketing mix 1
Companymarketing mix 1
Companymarketing mix 2
Companymarketing mix 2
Companymarketing mix 3
Companymarketing mix 3
Segment 1Segment 1
Segment 2Segment 2
Segment 3Segment 3
Segment 1Segment 1
Segment 2Segment 2
Segment 3Segment 3
Companymarketingmix
Companymarketingmix
Undifferentiatedmarketing
Differentiatedmarketing
Concentratedmarketing
Bibin Thomas, S3 MBA, 19
Target Group
• Idea behind Radio Mirchi
• Age Group 15-25
SEC A & B
• Students, youth and young working adults.
Bibin Thomas, S3 MBA, 19
Positioning
• “YOUTHFULL” & “HOT”
• Channel that will make u happy and full of energy
• “Radio Mirchi Sunane wale hamesha khush”
Bibin Thomas, S3 MBA, 19
• The case says that if market properly segmented and poisoned will help to increase positive image.
• Consumers are always heterogeneous in nature so they always very in purchasing habits so it's important to marketer to be segmented on the basis of homogeneity
• Position can be done through continuous and mass communication.
Conclusion
Bibin Thomas, S3 MBA, 19
THANK YOU !!!
Have you taken a Bath with Lifebuoy, Today?