lifebuoy positioning and repositiopning
LIFEBUOY
Lifebuoy is a famous and distinctive brand of soap that was created by the Lever Brothers soap factory in 1894. It was the first soap to use carbolic acid, which gave it a red color and strong, medicinal scent. Lifebuoy is still manufactured today and the leading brand of soaping in India. Lifebuoy, used by one in two Indians, is the largest soap brand in the country. Today Lifebuoy is sold in all over the World. It is market leader in every market where it is sold. The desire to be clean, active and healthy is intrinsic to everyone Irrespective of age or economic status. Lifebuoy understands this need and champions the cause for hygiene and health around the world. An inspiring vision for more hygienic, healthier and ultimately more vital communities is the driving force behind the Lifebuoy brand. To realise this vision, Lifebuoy has looked to consistently innovate and provide accessible hygiene and health products to a wide variety of consumers. This vision also commits the Lifebuoy brand team to visible action, inspiring projects that motivate consumers to improve their hygiene behavior. Lifebuoy was a nimble and good citizen brand of India, reaching millions of rural customers with a promise of ‘health and hygiene’ as a platform of its business.
1. Initial Positioning Strategy (from 1894 to 2002): Since 1894 Lifebuoy had largely remained the ultimate men’s bathing bar. Lifebuoy in India Lifebuoy in India in 1960s and 1970s promoted health, hygiene and an active lifestyle. This active lifestyle and health was closely associated with sports and hence Lifebuoy‘s campaigns revolved around sports and especially cricket as it was the most popular sport in the country. The proposition was that ―you will remain healthy if you use lifebuoy; you will be able to play sports. Where there is health, there is lifebuoy was a slogan which was very popular. Although this worked very well, this was a very male oriented approach to promotion. However, the late 90’s
Lifebuoy is a famous and distinctive brand of soap that was created by the Lever Brothers soap factory in 1894. It was the first soap to use carbolic acid, which gave it a red color and strong, medicinal scent. Lifebuoy is still manufactured today and the leading brand of soaping in India. Lifebuoy, used by one in two Indians, is the largest soap brand in the country. Today Lifebuoy is sold in all over the World. It is market leader in every market where it is sold. The desire to be clean, active and healthy is intrinsic to everyone Irrespective of age or economic status. Lifebuoy understands this need and champions the cause for hygiene and health around the world. An inspiring vision for more hygienic, healthier and ultimately more vital communities is the driving force behind the Lifebuoy brand. To realise this vision, Lifebuoy has looked to consistently innovate and provide accessible hygiene and health products to a wide variety of consumers. This vision also commits the Lifebuoy brand team to visible action, inspiring projects that motivate consumers to improve their hygiene behavior. Lifebuoy was a nimble and good citizen brand of India, reaching millions of rural customers with a promise of ‘health and hygiene’ as a platform of its business.
1. Initial Positioning Strategy (from 1894 to 2002): Since 1894 Lifebuoy had largely remained the ultimate men’s bathing bar. Lifebuoy in India Lifebuoy in India in 1960s and 1970s promoted health, hygiene and an active lifestyle. This active lifestyle and health was closely associated with sports and hence Lifebuoy‘s campaigns revolved around sports and especially cricket as it was the most popular sport in the country. The proposition was that ―you will remain healthy if you use lifebuoy; you will be able to play sports. Where there is health, there is lifebuoy was a slogan which was very popular. Although this worked very well, this was a very male oriented approach to promotion. However, the late 90’s