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LIFEBUOY

LIFEBUOY. Presented By: Amjad Hussain (B13008) Anirban Kramakar (B13010) Manish Kumar Pandey (B13032) Neha Singh (B13038). AGENDA. Overview of Lifebuoy Positioning and Repositioning Competitor’s Analysis

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LIFEBUOY

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  1. LIFEBUOY Presented By: AmjadHussain (B13008) AnirbanKramakar (B13010) Manish Kumar Pandey (B13032) Neha Singh (B13038)

  2. AGENDA • Overview of Lifebuoy • Positioning and Repositioning • Competitor’s Analysis • Market Research Analysis

  3. OVERVIEW OF LIFEBUOY • Started by the lever brother’s in 1895 • First soap to use carbolic acid, which gave it a red color and strong medicinal sent • Officially launched in India in 1935 • Largest selling soap in india by 1940

  4. POSITIONING AND REPOSITIONING • Positioning • Initially positioned as a soap for male • It successfully positioned as a quality anti-bacterial soap • Repositioning • In 2002 it changed as a family brand • As a family brand lifebuoy improved its quality and fragrance

  5. ADVERTISEMENT • Initial tagline was “Lifebuoy haijahantandurustihaiwahan” • Came up with excellent theme “healthy hogahindustan” • For rural market SwashthyaChetnaproject • Putting stalls in mahakumbhmela in Allahabad • Concentrated through radio and sponsoring programmes like ‘KrishiDarshan’ and ‘ApkaSwasthya’

  6. SEGMENTATION • Geographic:- Main focus is in rural area • Demographic:- Main target area are lower income group Target on above 5000 income holder • Psychographic:- Social class:- Middle & Lower Class Lifestyle:- Outdoor-oriented, Sports oriented

  7. PRODUCT ANALYSIS

  8. COMPETITORS • Direct Competitors:- Dettol Savlon • Generic Competitors:- Traditional kitchen item like “Haldi and Besan” MultaniMitti

  9. RESEARCH TECHNIQUES • Data Collection Methods:- Face to face Online Survey • Sampling Size: 60 • Data Analysis Method:- Likert Scale Pie Chart Bar Chart Rating Scale

  10. RESEARCH ANALYSIS When you think of soap which brands comes to your mind ?

  11. Hypothesis 1 Factor of “hygiene” is the key factor for consumer buying lifebuoy. • Hypothesis 1

  12. RESEARCH ANALYSIS • Rank out of five the following features you look for in a soap ( 5 for most preferred and 1 for least preferred )

  13. RESEARCH ANALYSIS • Rate the following attributes which help you to decide which brand to buy ( 5 for most preferred and 1 for least preferred )

  14. RESEARCH ANALYSIS • Please rate the brand with given parameters ( 5 for the most preferred and 1 for the least preferred )

  15. Hypothesis 2 Lifebuoy handwash is more popular in urban area than lifebuoy soap.

  16. RESEARCH ANALYSIS • What do you prefer for hand wash ?

  17. Hypothesis 3 Advertisement play a significent role in consumer buying behavior in lifebuoy

  18. RESEARCH ANALYSIS Which other brands of soap are you aware of ?

  19. RESEARCH ANALYSIS Associate the following taglines with the corresponding brands.

  20. RESEARCH ANALYSIS To what extent advertisesement influence your buying behavior for soap

  21. RECOMMENDATION • More Emphasis on Hygiene • Strengthen availability

  22. THANK YOU

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