Market Segmentation of Lifebuoy.

Lifebuoy is a personal care brand in the Fast-Moving Consumer Goods (FMCG) category. The company’s founders, the Lever brothers, initially sold the product to the public in 1895. Lifebuoy’s journey began many years ago as a carbolic soap containing phenol. Lifebuoys are now available in a range of configurations. Apart from soap, the firm currently manufactures a wide range of products. It makes liquid hand soaps, sanitizers, body washes, shower gel, talcum powder, and other products. Today, we’ll look at the Lifebuoy market segmentation.

Let’s start with Lifebuoy’s positioning strategy.

But first, look at one of Lifebuoy’s Instagram Posts.

The vast geographic differences in how the pandemic has affected various nations have been a distinguishing element of the Covid-19 epidemic over the last 18 months, with waves of infections swelling and declining at different periods in different regions of the world. It is almost transparent that the vaccination roll-out and our eventual return to regular life will be uneven.

There is one constant, however: WHO and health experts uniformly agree that the road out of the epidemic will rely on immunizations combined with excellent hygiene practices and other preventative measures.

To guarantee that the message reaches as many people as possible, the brand has engaged the help of Unilever’s leadership in countries hit hard by second waves, including South Africa, India, Bangladesh, and Malaysia.

More than 50 influencers and celebrities have joined them in supporting Lifebuoy’s appeal, including award-winning national actress and Lifebuoy ambassador Kajol Devgn, as well as popular sports icons such as Shakib Al Hasan, Bangladesh’s greatest cricketer and Ravi Shastri, head coach of India’s National Cricket Team.

This direct appeal helps to overcome the increasing weariness that has caused important rituals like soap-washing and mask-wearing to decline as the pandemic persists.

A Lifebuoy multi-country survey completed at the end of 2020 revealed a gap between hygiene-conscious and hygiene compliant. While 80% were aware of hand hygiene, 30% still failed to wash their hands.

The new health campaign tries to reverse this tendency by emphasizing the consequences of noncompliance.

“Our experience encouraging healthy hygiene behaviour extends beyond soap and hand cleanliness,” Kartik explains. “Having been named the third most preferred FMCG brand globally in Kantar’s 2021 Brand Footprint survey, we have a tremendous chance to impact people’s behaviour for the benefit of themselves, their families, and the larger society.” Individual efforts will determine how quickly we recover from the epidemic more than ever. It truly is in all of our hands.”

Looking at health and care items, it is evident that the Caregiver archetype is at the root of their themes. It is about defending and aiding people. Two well-known instances of archetypal brand items are Lifebuoy, Persil and J&J, etc., focusing primarily on nurturing and caring.

Insurance services.

What services do these companies offer? They serve as our protectors. Hence, they are thoughtful and helpful in all aspects of our lives. It might include life insurance, health insurance, or property insurance. They present themselves as our protectors.

Charitable organizations.

Charity is when people show an act of supporting others. They spread love and kindness. Unicef is an example of this sort of organization. By studying their behaviour, it is simple to determine their goals and how they intend to achieve them.

We are protecting and improving nature.

Keeping a garden or watering a plant is good for the environment. Simply feeding animals or caring for a pet is a fantastic way to share your story. Save the earth first, then take care of your dependents. Give these viral messages to your customers.

Following that, we will go through Lifebuoy’s positioning plan.

Lifebuoy was originally and historically a carbolic soap containing phenol. The soaps produced by the company do not include phenol. Lifebuoy is India’s first bathing soap and Unilever Limited’s most outstanding product, notably in the bathing market.

There are several Lifebuoy types available at the moment. Apart from soap, the firm currently makes a variety of other items. It produces liquid hand washes, sanitizers, body washes, shower gel, talcum powder, and other goods. It has a 117-year history of prioritizing the customer happiness of over 5 million people worldwide by offering the highest quality personal care and hygiene needs.

The firm began selling its products based on the excellent quality of its products. Still, it became well-known among customers due to media attention, so one can easily trust the quality of the items. The firm began by producing bar soaps but gradually expanded to produce a wide range of things, such as shower gels, talcum powders, liquid hand washes, and sanitizers, in response to market demand.

The items are safe to use on all skin types because the firm has maintained the product’s quality since then. It has aided the organization in keeping its customer base.

When the firm first arrived in India, it was not well-known, but because of its high quality and extensive media attention, it quickly became famous, as just a few soap brands were available. Unilever Limited took over the firm and immediately saw an increase in turnover.

Product range diversity:

The company created its product to sustain personal health and cleanliness. As a result, the firm emphasized the diverse selection of items while keeping an inexpensive price range.

They paid great attention to using high-quality ingredients in the production of their products. The company’s products are all safe to use. The firm recently created a unique line of shower gels and hand sanitizers for its customer base, which has proven successful.

The importance of selection, quality, and budget:

Most people opt to buy things without understanding the substances that a firm utilizes. Many firms claim to use authentic, high-quality ingredients. However, they frequently include dangerous substances in their goods. Lifebuoy prioritized high-quality ingredients while keeping prices reasonable so everyone could afford them.

Many people choose high-quality items for everyday use that are also reasonably priced. So the corporation attempted to preserve its preference by maintaining the quality and pricing so that things could suit various budgets. The firm also introduced a new line of bathing items because consumers’ demands vary depending on their moods. Lifebuoy’s approach aided in increasing the company’s strengths.

The market concept is as follows:

People nowadays are very concerned about their healthcare. As a result, people seek solutions that will effectively meet their daily demands. To fulfil client demand, the firm developed a wide range of items that would suit all of their requirements.

This company’s strategy helped it capture the hearts of its customers, and as a result, it has achieved much popularity in India.

Lifebuoy has achieved a high degree of popularity among consumers and their needs. The extensive product ranges are in high demand since the firm never compromises on either quality or pricing. People are more conscious about their health and cleanliness.

The corporation worked hard to launch new product varieties while keeping prices low to win customers’ hearts. This has contributed to the company’s growing reputation.

Last but not least, consider Lifebuoy’s marketing mix.

Product.

Lifebuoy is Unilever’s leading soap brand, and it comes in various variations with improved performance, smell, and texture. It protects the family’s health and hygiene by providing germ and illness prevention. The Lifebuoy product portfolio comprises the following items:

Lifebuoy is a well-known disinfection soap brand owned by FMCG powerhouse HUL. The product, initially marketed as a carbolic disinfecting soap during the epidemics, gained a significant brand presence due to its odd look. Lifebuoy’s distinctive red colour and form make it a unique product.

Soon after, it began to recognize itself as a brand and expanded its product line to include liquid soaps, beauty and freshness soaps, hand sanitizer, and body wash in its marketing mix. Its product line includes comprehensive 10-germ protection, gentle care, cool fresh, betel leaf, total protect, Active fresh, Moisture plus, and transparent skin bar soaps. Lifebuoy complete, Lifebuoy care, Lifebuoy natural, and Lifebuoy Activfresh are the liquid soap options.

Some bars for Lifebuoys:

Lifebuoy Mild Care with Milk Care and Active 5;

Lifebuoy Total 10 with Active 5;

Lifebuoy Betel Leaf and Active 5;

Lifebuoy Cool Fresh with Menthol and Active 5;

Lifebuoy Vita Protect with Vitamins A, C, and E and Active 5;

 Lifebuoy Activfresh Bar soap.

Place:

English people had heard of Lifebuoy before it became popular. Later, it became a popular soap in both the United Kingdom and the United States, but its popularity faded with time. It was removed from US markets in 2003 and is produced on a big scale by its owner, Unilever, for the Caribbean needs in Tobago and Trinidad, for Brazil, the EU, and the UK markets in Cyprus, and the Asian markets in India and Indonesia.

Lifebuoys currently have a sizable market share in countries such as India, where people frequently use them. It maintains sales offices in Kolkata, Mumbai, and Chennai, India. Lifebuoy offers a robust and extensive distribution network that comprises retailers, wholesalers, distributors, warehouses, and transportation services to reach clients through discount stores, convenience stores, corner shops, and supermarkets.

Price:

Lifebuoy serves a global market and is one of the most popular and widely used soap brands in countries such as India. Because of its penetration policies, it has effectively infiltrated both the urban and rural markets. It also confronts rivalry from various brands, which it has addressed by instituting a competitive price strategy.

Lifebuoy’s product pricing is somewhat cheaper than those of its competitors. Its sensible and low-cost pricing approach has contributed significantly to its popularity among the general public, resulting in increased bulk sales and profit margins.

Promotions:

Lifebuoy has earned international recognition as a germ-prevention soap, and its firm has projected it as a safe and secure product. To promote its products in the worldwide market, the firm has used extensive marketing strategies. It has run advertisements on television, radio, magazines, newspapers, billboards, and the sides and backs of various vehicles.

On October 15th, they launched a vital effort called Global Handwash Day to raise awareness about the advantages of frequent hand washing, particularly in rural regions. Lifebuoy has participated in various CSR events and has provided bars during natural disasters and crises. It has also produced an innovative ad called “Help a Child Reach 5” that promotes hand washing to protect against many illnesses.

Conclusion.

 Lifebuoy’s popularity is now undeniable. We focused on Lifebuoy’s main advantages in this essay. We examined the segment, brand archetypes, and mission and vision statements that serve as critical sources of inspiration. The firm must be willing to take chances to sustain its position as a premier fashion brand.

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