Lifebuoy Strategy

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% Brand Story &

Lifebuoy
- Manish Samtani

Read on ................................... personal wash brand. It has been around since 1895. It has always stood for health and hygiene, delivered through germ protection. The ruby red colour soap, with its distinct odour, has carried the Lifebuoy message of health across the length and breadth of the country, making it the largest selling soap brand, not only in India, but anywhere in the world. The name ‘Lifebuoy’ is supposed to convey the promise of a healthy family, and not just an individual.”

As the son of an army officer, I could not think of life without Lifebuoy soap, the only one available in cantonment area shops. Among the things I remember fondly are those times when I used to return after a football match in the rain, soiled from head to toe and drawing the most contemptuous glances from all occupants of the drawing room, as I was loudly instructed to take off my shoes before stepping in. I looked forward to a nice warm bath with Lifebuoy, which my mother believed would disinfect me completely. The advertisement added a swell to my chest since it was portrayed as a soap used by champions and really able-bodied young men, I wanted to grow into. ‘Tandurusti kee raksha karta hai Lifebuoy; Lifebuoy hai jahan, tandurusti hai waha!!!!!!!!!!!!!!!!!!!’still rings a familiar nostalgia and brings back a whiff of the fragrance of old times.

spread

nter

Lifebuoy, by

the soap HLL. Lever

HLL is the country’s largest marketer of soaps, detergents, and home care products. Some of the brands that lead the HLL pack are Lifebuoy, Lux, Liril, Hamam, Breeze, Dove, Surf Excel, Surf, Rin, Wheel, 501, Sunlight, Vim, and Domex. Lifebuoy, the world’s largest selling soap brand, came into existence in 1895, and was launched in India in 1935. It has been an essential part of the daily Indian bathing experience for millions across the nation.

Brand Positioning and Brand Building
Originally, Lifebuoy was a down market brand, but in recent times, HLL has made efforts to position it as more of an upscale product. HLL has positioned Lifebuoy as a pan-Indian brand, targeted at every Indian family, urban or rural, rich or poor. It aims at bringing alive Lifebuoy’s promise of family health in an enjoyable and compelling manner. Chimes the HLL spokesman enthusiastically, “We strive to build the Lifebuoy brand through mass media advertising, direct consumer contact, and trade activation.” HLL repositioned the Lifebuoy

‘tandurusti’ marketed Hindustan

Limited is India’s largest

FMCG (Fast Moving Consumer Goods) company with brands across 20 different consumer categories, 40,000 employees, inclusive of about 1,425 managers, a behemoth in the ‘Consumer Household Products’ sphere. Very, very impressive, to say the least.

Brand History
The HLL spokesman sums it all up in his words, is “Lifebuoy

brand in 2002, in an attempt to make it more relevant to both new and existing customers. After this revamp, Lifebuoy is no longer just a carbolic soap with cresylic perfume. It is now being

India’s oldest

%Brand Story &
Read on ................................... positioned as a toilet soap. The new formulation, launched in 2002, contains Active-B, which protects users against germ infections. The current Lifebuoy formulation offers a superior has bathing also from rethe experience. Lifebuoy for established its message of health consumers, ‘traditional, male, victorious concept of health’ to a more responsible concept of ‘health for the entire family.’ Thus a stereotype that glorifies good health for the head of the family (a male), and possibly the other ‘working members’ of the family (again, invariably males), has been done away with, indeed replaced by a more democratic concept of a healthy family. The Brand Derby has rated Lifebuoy as one of the most successful brand re-launches of all time. As the HLL spokesman points out, “After the re-launch, Lifebuoy’s...
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