PPT On LIFEBUOY
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LIFEBUOY Presentation Transcript:
1. LIFEBUOY IN RURAL MARKET2. BRAND HISTORY
1894 – launched by William Hesketh in U.K
Grew up in Lancashire 1920
1935 – launched in India
3. UNDERSTANDING CUSTOMERS
Why customers buy?
What influences purchasing?
Internal influences
External influences
How customers buy?
4. Benefits
Generated a 21% market share in overall soap market
Category leader in carbolic soap segment with 95% market share
Remained unchanged over 107 years
5. REPOSITIONING
LIFEBOY SWASTHYA CHETNA (2002)
INDIA GURUDWARA (2008)
LIFEBUOY WAY TO LIFE
6. LIFEBUOY SWASTHYA CHETNA CAMPAIGN
ABOUT THE CAMPAIGN
Initiated in 2002 as a rural health and hygiene initiative
Main focus on Diarrhea disease
COMMUNICATION TACTICS
Glow germ demokit
Consequences of hidden germs
Creating belief in the mind of consumers
7. MARKETING TACTICS
Formation of local self help communities
Making school children as their ambassadors
Interaction with village panchayat
8. INDIA: GURUDWARA
ABOUT THE CAMPAIGN
Initiated in 2008
To promote the habit of using soap whenever people washed their hands
Partnership with local government and organizations
Gurudwaras chosen for spreading awareness
COMMUNICATION TACTICS
Distributing free samples as gifts
Putting messages alongside soap dishes at the water points
Tokens with handwashing messages
9. MARKETING TACTICS
Respecting religious sentiments
Appropriate handwashing messages
10. LIFEBUOY WAY OF LIFE
ABOUT THE SURVEY
Survey undertaken to analyze washing habits
Evaluating the consequences of using the soap
COMMUNICATION TACTICS
Distribution of free samples
Motivated for taking part in behavioral change programmes
11. MARKETING TACTICS
Approval obtained from Research Ethics Committee, Bangalore
Informed consent collected from every person
12. Thank You.
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