Hindustan Unilever

Lifebuoy

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 Index
Sr no. Topics Page no.

1 Chapter 1: (a) Introduction of HUL 4

(b) History 5

(c) Vision 6

2 Chapter 2: (a) Introduction of lifebuoy 7

(b) History 8

3 Chapter 3: Mission and objectives 10

4 Chapter 4: Product Portfolio 11

5 Chapter 5: SWOT Analysis 14

6 Chapter 6: Strategies followed by the co 16

7 Chapter 7: Comments and suggestions 27

8 Bibliography 31

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 Acknowledgement

I would like to thank Ms. Rita Khatri and

Dr. Navin Punjabi for giving us the

opportunity to do a project on strategic

management. It really helped me to

understand the management working of

Hindustan Unilever and Lifebuoy better.

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 Chapter One

Introduction to HUL

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods

Company with a heritage of over 75 years in India and touches the lives of two out of three

Indians.

HUL works to create a better future every day and helps people feel good, look good and get

more out of life with brands and services that are good for them and good for others.

With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos,

skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and

water purifiers, the Company is a part of the everyday life of millions of consumers across

India. Its portfolio includes leading household brands such as Lux, Lifebuoy, Surf Excel, Rin,

Wheel, Fair & Lovely, Pond’s, Vaseline, Lakmé, Dove, Clinic Plus, Sunsilk, Pepsodent,

Closeup, Axe, Brooke Bond, Bru, Knorr, Kissan, Kwality Wall’s and Pureit.

The Company has over 16,000 employees and has an annual turnover of around Rs. 21,736

crores (financial year 2011 - 2012). HUL is a subsidiary of Unilever, one of the world’s

leading suppliers of fast moving consumer goods with strong local roots in more than 100

countries across the globe with annual sales of about €46.5 billion in 2011. Unilever has

about 52% shareholding in HUL.

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 History of HUL

Hindustan Unilever Limited (HUL) India's largest consumer goods company based in

Mumbai, Maharashtra. It is owned by the British-Dutch company Unilever which controls

52% majority stake in HUL. Its products include foods, beverages, cleaning agents and

personal care products.

HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as

Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati Mfg. Co.

Ltd. and United Traders Ltd. It is headquartered in Mumbai, India and has employee strength

of over 16,500 employees and contributes to indirect employment of over 65,000 people. The

company was renamed in June 2007 as “Hindustan Unilever Limited”.

Lever Brothers started its actual operations in India in the summer of 1888, when crates full

of Sunlight soap bars, embossed with the words "Made in England by Lever Brothers" were

shipped to the Kolkata harbor and it began an era of marketing branded Fast Moving

Consumer Goods (FMCG).

Hindustan Unilever's distribution covers over 2 million retail outlets across India directly and

its products are available in over 6.4 million outlets in the country. As per Nielsen market

research data, two out of three Indians use HUL products

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 Vision of HUL

Unilever products touch the lives of over 2 billion people every day – whether that's through

feeling great because they've got shiny hair and a brilliant smile, keeping their homes fresh

and clean, or by enjoying a great cup of tea, satisfying meal or healthy snack.

A clear direction

The four pillars of our vision set out the long term direction for the company – where we

want to go and how we are going to get there:

 We work to create a better future every day

 We help people feel good, look good and get more out of life with brands and services

that are good for them and good for others.

 We will inspire people to take small everyday actions that can add up to a big

difference for the world.

 We will develop new ways of doing business with the aim of doubling the size of our

company while reducing our environmental impact.

We've always believed in the power of our brands to improve the quality of people’s lives

and in doing the right thing. As our business grows, so do our responsibilities. We recognise

that global challenges such as climate change concern us all.

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 Since HUL has many brands under it, I will be focusing only on one of their brands

which falls in the Personal Health Care category – LIFEBUOY

Chapter Two

Introduction

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 colour and

strong, medicinal scent. Lifebuoy is still manufacture d today and the leading brand of soap

in many developing countries including India. 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 every one – 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 behaviour.

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 History

 In 1894, William Hesketh Lever launched Lifebuoy in the UK as the Royal

Disinfectant Soap.

 Lever grew up in industrialised Bolton, Lancashire, which was a typical English city

of the Industrial Revolution era, with thousands of people living in slums where

disease ran rampant. Epidemics of typhoid, dysentery andyellow fever were common

and infant mortality was exceptionally high

 Cleanliness is next to godliness' was a common theme of reformist groups, which

demanded hygiene education and improved living conditions for the poor and

working classes. They also demanded a preventative approach to reduce disease and

illness that were primarily caused by unsanitary conditions

 Lever was actively seeking the perfect formula for a soap product that couldcombat

germs and still be affordable to everyone. In what could be termed asa major

scientific breakthrough of the era, he found just that in carbolic acid.

 The Brand went global in 1911 and began distributing in countries such as US ,

Germany , Switzerland , Canada , India etc.

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 In India:

Parent Company : HUL

Category : Personal Care – Soap

Sector: FMCG

Tagline/ Slogan:

SOAP: Healthy hoga Hindustan; Lifebuoy hai jaha tandurusti hai waha

HANDWASH: "99.9% Germ Kill , In Just 10 Seconds”

USP
Lifebuoy provides 100% better protection from germs as compared to ordinary soaps

KEY FACTS

 World’s No. 1 Selling Germ Protection Soap

 Distribution across 50 lakh + stores across the country

 Awarded the Bronze Global Effie for the ‘Superfast Handwash’ campaign

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 Chapter Three

Mission

“Lifebuoy, an undisputed market leader for 117 years, has a compelling vision “to make 5

billion people across the world, feel safe and secure by meeting their personal care hygiene &

health needs”

OBJECTIVE

Lifebuoy's goal is to provide affordable and accessible hygiene and health solutions that

enable people to lead a life without fear of hygiene anxieties and health consequences.

STP

Segment

Personal Care – Soap, Hand Sanitizer, Hand Wash, Talc

Target Group

All households, to provide a 100% anti-bacterial soap for complete protection

Positioning

Lifebuoy's goal is to provide affordable and accessible hygiene and health solutions

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 Chapter Four

Product Portfolio

Today, the Lifebuoy brand is more than the quintessential bar of red soap, and provides

hygiene and health for the entire family through a range of products like liquid hand wash

and specially designed body wash. Beyond ensuring daily hygiene and freshness, Lifebuoy

products also address special needs like anti-acne and skin fortification for an all around

cleansing experience.

1. HAND SANITIZER:

 Lifebuoy Hand Sanitizer effectively disrupts bacteria’s cell membrane&

virus’s outer coat thereby kills germs & viruses on your hands.

 Proven To kill 99.9% Germs instantly

 Proven to kill H1N1 virus

 Dries quickly, is non-sticky and has soothing fragrance.

 Has Moisturizer and Vitamin E to keep your hands soft and smooth

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2. BAR SOAP:

Has Moisturizer and Vitamin E to keep your hands soft and smooth. Lifebuoy Body

Wash provides deep cleansing of pores, protecting against the threeroot causes of skin

health problems – clogged pores, over-drying, and infection-causing germs.

3. HAND WASH

Clean, germ-free hands are the key to good health, as ingestion of germs from

unhygienic hands at mealtimes is the most likely cause for common diseases.

Lifebuoy Hand Soaps offer hospital-strengthgerm protection, with a unique

formulation that generates a richlather. This provides an effective and hygienic wash

in everycorner of the hands and nails, at the same time leaving your hands pleasantly

fragrant.

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4. LIFEBUOY CLINI CARE

Germs may be getting stronger but Lifebuoy has also evolved in the fight against

infection. Clini-Care soaps have Activ Naturol Shield technology combined with superior

cleansing capabilities. These offer 10 times more germ protection than rival soaps as well

as providing 10 times more care to prevent skin damage and germ attack through

damaged skin

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 Chapter Five

SWOT Analysis

STRENGHTHS

• Strong Brand Portfolio

• Strong Distribution Network

• Over 16 million outlets all over the world

• 700 million Customer Base

• Strong R&D of the company

• Highly Skilled Human Resource

• First soap to use carbolic acid, which gave it a red color and strong, medicinal scent

• Wide portfolio for the Lifebuoy brand ranging which includes Soap, Hand Sanitizer

and Hand Wash

• High consumer awareness for the brand of Lifebuoy

• Most popular soap brand specially in the rural market

• Excellent brand visibility and extensive distribution

WEAKNESS

• Strong Competition

• Changing consumption Pattern

• High Advertising Costs

• Lower market penetration in urban areas as compared to rural areas

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 • Initially positioned as a masculine soap, which was eventually turned as a family

soap.

• Not been perceived as a beauty soap, and is mainly used just for hand washing

OPPORTUNITIES

• Large domestic market in India – over abillion population

• More potential in rural markets

• Changing Lifestyles & Risingincome levels, i.e. increasing per capital income of

consumers

• The Lifebuoy ‘Swasthya Chetana programme’ uses a‘direct consumer contact’

methodology, and touches the lives of 70 million people in 18,000villages

• Imparting education about importance of hand washing to prevent spread of ger

• Used global epidemics like swine flu to further promote products for better hygiene

and protection

THREATS

• Tax and regulatory structure

• Mimic of brands

• Entry of ITC in FMCG sector

• Increasing cost of raw material

• Competitor brands offering similar levels of protection

• Considered to be a low-end product, and may find it difficult to move up in the

segment

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 Chapter Six

Strategies followed by the company

INTRODUCTION

Lifebuoy has always been marketed as ‘a tough cleaning soap for a tough man.’ (Of course,

the 2002 re-launch targeted Lifebuoy as a soap that brought good health to the entire family).

Lifebuoy has been seen as a value for-money product, a soap that is long-lasting. In a very

smart TV ad campaign, children are shown cleaning a street. The message put across is that

since these children are secure from ailments that are caused by a lack of proper sanitation

and hygiene, thanks to the fact that they use Lifebuoy, they are in a position to ensure

cleanliness and hygiene for the entire community. Thus, Lifebuoy not only ensures good

health and cleanliness for individuals, but healthy and productive communities as well.

The ‘Lifebuoy Swasthya Chetana’ programme uses a ‘direct consumer contact’methodology,

and touches the lives of 70 million people in 18,000 villages. A unique feature of this

campaign is that it utilizes multiple contacts, as opposed to other programmes which are

single contact’ in nature. Gushes the HLL spokesman, “This programme aims to educate

people about the benefits of hand wash with soap, and how hand wash can help kill invisible,

disease causing germs. It is thus a marketing programme with a strong social cause of

improving the health and hygiene of rural India. The brand USP is, ‘Lifebuoy provides 100%

better protection from germs as compared to ordinary soaps.

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 1. Turnaround Strategy

Lifebuoy soap is a very old brand of bath soap in India, Life Buoy is an anti bacterial soap

and in the beginning it positioned itself on its antibacterial qualities, lifebuoy gained a

number of customers with this positioning, but then there comes the competition with the

Dettol soap.

All this put Lifebuoy out of lime light and to survive in market, Lifebuoy positioned itself on

price it became low price antibacterial soap. This strategy may have boosted short term sales

of Lifebuoy but it lost its brand value and credibility in the minds of customers. Lifebuoy

needed to reposition itself on quality rather than price.

The repositioning campaign of Lifebuoy was started at 2008, but it became more prominent

and became effective in 2009, Lifebuoy along with the advertisement has improved its

quality and fragrance, most of the people had shifted from lifebuoy because it was low

quality and it smelled terribly, as Lifebuoy has improved its quality all it needed to run an

effective advertisement campaign to get the customers attention. The advertisement team of

Lifebuoy came up with excellent theme “Healthy Hoga Hindustan” and it is targeting parents

which is their target market, Lifebuoy made very effective ad and it also used fear strategy

(which is effective in case of antibacterial soap). This has enabled Lifebuoy to get more and

more customers. Now a days, Lifebuoy is everywhere in Television, Radio, Newspapers and

Billboards, Lifebuoy is running a huge campaign to promote itself which is very necessary in

case of repositioning the brand.

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With the help of marketing department and advertisement, Lifebuoy has successfully

repositioned itself as a quality antibacterial soap with better fragrance and more durability.

Many companies try to reposition themselves when they see market trend shifting but most

fail to do so. In case of Lifebuoy it has been successful. The interesting thing about this

campaign is that Lifebuoy is running the same campaign in Pakistan and in India as is done

by Unilever, this suggest that Lifebuoy is considering India and Pakistan as the similar

market segment.

2. Diversification Strategy

Although Unilever itself is a part of a Multi market, but since we are talking about the

product Lifebuoy we can say that it is using a multi market strategy as well because it has

both soap and shampoo, not these two only but they have others anti bacterial liquid baths as

well opening a way for Lifebuoy to be a multiple product. Lifebuoy has expanded their

product range by launching closely related products, this is called horizontal diversification.

3. Stability Strategy

Lifebuoy is one of the old products of Unilever which has more than a 100 years

of successful journey, we can simply say that Lifebuoy is the early entrants

internationally and in India it is the first-in in its kind of soaps.

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By adopting the first-in strategy, Lifebuoy has captured the maximum share of

the market. Over 60 years in India we guess there is not a single home that didn’t

use it. Lifebuoy has taken the risk of the first-in and consequently got one of the

biggest markets in Asian countries by providing its quality and sustained priced

product to both rural and urban areas of India

4. Market Commitment Strategy

Being the first-in in the market Unilever has shown strong commitment with its brand of life

time i.e. Lifebuoy and that commitment to its brand has really foster the growth of Unilever

as well as its brand of Lifebuoy. But from the recent decade Unilever is no more showing the

strong commitment to Lifebuoy because over the period of time many of the competitors

came in the market with new innovative product, better market strategies and stronger

commitment. In the present scenario, Unilever is just showing an average commitment to its

brand of Lifebuoy which has really put its brand on the back foot

5. Modernisation Strategy

Lifebuoy has unveiled a breakthrough technology in germ protection - Activ Naturol Shield.

This technology has been launched in India through Lifebuoy clini-care10 with proven 10

times better germ protection compared to leading germ protection soaps.

The invention, attributed to an Indian scientist, Dr. Amit Chakrabortty, Global Head-

Research on Hygiene and Water, Hindustan Unilever, and his team. The HUL R&D centre in

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 Bengaluru, India, was the lead research centre for this breakthrough technology. This

technology is being launched first in India, through Lifebuoy clini-care10.

The ‘Activ Naturol Shield ‘technology is a combination of naturally occurring substances that

when combined with the best of technology in cleansing, provides Ten Times better

protection against disease causing pathogens. Lifebuoy clini-care10 addresses all the four

aspects of complete germ protection, which are:

 Faster and better reduction of a wide range of germs in real-life washing time

 Superior germ reduction from the skin in actual hand-wash studies

 Longer lasting protection to reduce germ re-growth on skin

 Milder and superior skin care to prevent skin damage and germ attack through damaged skin

Lifebuoy has always been at the forefront of R&D in health & hygiene. The Activ Naturol

Shield technology in Lifebuoy clini-care10 has also beenendorsed by the British Skin

Foundation (BSF) and tested and validated at various international (recognized and

accredited) laboratories.

Lifebuoy clini-care10 is available in two variants – Lifebuoy clini-care10 Complete and

Lifebuoy clini-care10 Fresh.

6.Tie-Ups for Social Resposibilty

 Lifebuoy aims to bring safety, security and health to five billion people, through the active

promotion of hand washing with soap.

 By the end of 2011, our Lifebouy handwashing campaigns had reached 48 million people.

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 Don’t forget the soap when washing your hands. It helps prevent the spread of germs and

reduces the risk of disease.

GLOBAL PARTNERS FOR SOCIAL MISSION

London School of Hygiene and Tropical Medicine (LSHTM)

LSHTM provides scientific, research and technical expertise on behaviour change and

handwashing impact effectiveness. LSHTM undertakes handwashing research and

programme evaluations of Lifebuoy programmes.

The Global Public-Private Partnership for Handwashing with Soap (PPPHW)

Lifebuoy is proud to be one of the founding members of the global Public-Private Partnership

for Handwashing with Soap which aims to save children's lives by promoting the awareness

of this simple practice and raising the profile of handwashing globally.

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USAID MCHIP (Maternal and Child Health Integrated Programme)

MCHIP focuses on the reduction of child mortality in the 30 USAID high priority countries.

Lifebuoy is working with them to promote hygiene behaviour change amongst new mothers

and birth attendants in these countries to reduce child mortality rates by 25%.

Millennium Village Project

Our newest partner, the Millennium Villages Project teaches handwashing across rural Africa

in a bid to end extreme poverty. Using the latest research and technology, it helps some of the

country’s poorest community’s break free of the vicious cycle of poverty.

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Healthmap & Boston Children’s Hospital

Lifebuoy is proud to partner with Healthmap and Boston Children’s Hospital, the world’s

largest pediatric medical centre. Healthmap delivers real-time global updates of emerging

public health threats, keeping you and your family one step ahead of infections.

Oxfam

Oxfam is an international NGO specialising in emergency and development work around the

world. Lifebuoy supports Oxfam in times of natural disaster by helping to distribute relief

kits, hygiene promotion materials and soap to those in need.

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Partners in Health

Partners in Health are an NGO that provides effective medical care to all parts of the

developing world. Lifebuoy joined forces with PiH, donating hygiene products during the

2010 Haiti cholera outbreak and during times of natural disaster since.

PSI (Populations Services International)

PSI partners with Lifebuoy to deploy behaviour change schools programmes. The current

focus is deployment in sub-Saharan Africa. Lifebuoy also supports PSI at the time of natural

disasters with appropriate hygiene promotion materials and soap.

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Red Cross

The Red Cross is an international NGO which focuses on emergency and long-term relief in

disaster zones. Lifebuoy partnered with Red Cross during the 2011 Brazil landslides, and

supports them by providing appropriate hygiene aid at times of natural disaster.

Save the Children

Save the Children’s slogan is ‘No child born to die’. They protect children in 120 countries,

fighting for their rights and helping them fulfill their long-term potential. Lifebuoy helps

Save the Children to distribute hygiene aid in times of natural disaster.

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UNICEF

UNICEF works with families, communities and governments in over 190 countries to protect

and promote children’s rights. Partnered with Lifebuoy, UNICEF runs Global Handwashing

Day awareness activities and handwashing education programmes in schools.

Water & Sanitation for the Urban Poor (WSUP)

Lifebuoy works with WSUP to expand the impact of its handwashing programmes through

promotional campaigns in Bangladesh and Kenya. WSUP and Lifebuoy have jointly

launched school programmes to change the handwashing habits of children and their families.

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 Chapter Seven

Comments & Suggestions

Market Commitment Strategy

MY EVALUATION: In evaluating the market commitment strategy it is necessary for

the Unilever to again show strong commitment to its product. Although Unilever has well

realized the situation and make changes in its strategies which are making some changes

in the consumers mind but we think there is more need required to retrieve its image of

better quality at lower price in the customers mind

Diversification Strategy

MY EVALUATION: In evaluating this multimarket strategy, one comes to know that

Unilever is well using its product of Lifebuoy in promoting its business. It has diversified

that brand into different categories to capture every part of the market. This strategy is

helping Unilever in a way that due to variety of products it not only saves the existence of

a single product but also saving other products which are complement to it.

Comments

I have tried to fully analyze the existing strategies of Lifebuoy, what I find from this detail

analysis are discussed as improved version of Lifebuoy where suggestions are given from

my side and what adjustments can be made in the present strategies to improve the product

performance and overall image of the product in the customer’s mind.

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  In evaluating the position of the Indian market, Lifebuoy is lacking in its market

Geography strategy as it is more common in rural areas of the country where more of

the urban citizens keep it as a low level brand

 The major challenge Unilever has to face is its commitment to its old brand

of Lifebuoy. Unilever got a major setback when Reckitt Benckiser introduced Dettol

through a heavy media campaign. Unilever has tried to compensate that through

promotional program of “Healthy Hoga India” but still it needs a strong and

continuous commitment to this product.

 Lifebuoy has well repositioned itself but still there is need to change the image that it

is a low quality low price product.

Suggestions For New Campaigns

Lifebuoy is a century old brand and is now synonymous with health. In this case study, i have

analyzed the current position of its Hand wash version, in certain key markets such as India,

Malaysia, Japan and Singapore.

My basic idea was to create an emotional connect with people. Hence, i came up with a

revolutionary habit changing campaign. The basis of this idea is continuous trials for a

prolonged period of time, backed with prolonged visibility campaigns. I intend to get in direct

contact with the customers, and permanently convert them into Lifebuoy users. The consumer

today is more rational while choosing a product. If the consumer is not convinced with a

certain piece of information, he/she may just move on. Ample interaction is required to

convince the consumers to change their routine choices.

To implement this, i have proposed two campaigns along with branding at key touch points.

With these efforts, i believe, i will be able to generate significant Word of mouth promotion

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(Evangelism Marketing) and revolutionise Lifebuoy. Apart from this, i have identified key

triggers and barriers to the category based on my consumer interaction. Talking about

barriers, a lot of consumers actually like the fragrance of Lifebuoy, but the fragrance of

Dettol reminds them of hospitals and gives them a sense of assurity. Another barrier is that

people perceive Lifebuoy to be an inferior product and consumers attributed this to its

packaging, but i believe there are certain underlying reasons for this perception, which i need

to understand. I have also managed to capture a key consumer insight, which i have tried to

leverage, by associating it with my new variant.

For my first campaign, i decided schools as my location, since i needed a place where i could

address a significant number of women at the same time. As a part of this model, i have also

decided to target children, as i feel children these days are key influencers in a family, when

it comes to personal care products, apart from having an accurate brand recall ability. This

campaign has been called “EMPOWERING THE TEACHERS”

My second campaign is a nationwide “WOMEN’S WALK-A-THON”, which will be hosted

in 8 cities over a period of 8 months. This campaign will be associated with a cause, and the

basic idea is to significantly increase the brand recall value as against my competitors.

To back these campaigns, i believe , i need continual branding at key touch points like buses ,

malls and hospitals. To further back my efforts, i need to have strategic focus on promotions.

I recommend, that a larger part of the investment be done on consumer promotions as

compared to trade promotions, and i have identified MTOs as a key channel for this.

Now, elaborating on my new variant, i plan to introduce LIFEBUOY-VITALISE, with lime

extracts. I have chosen Lime because lime was the preferred fragrance during my consumer

research.

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Talking about the other Asian Nations, the penetration of Lifebuoy in Japan is very low. If i

consider liquid soap market share in Malaysia and Singapore, Lifebuoy’s share is 10% in

both the countries, viz a vis Dettol which has a share of 11% in Malaysia and 12% in

Singapore. (Source AC Neilson 2010). Major competitor is Johnson and Johnson and other

local brands in both the countries.

Malaysians are, on average, the world’s biggest users of social networks with more friends

than any other country in the world. Hence Social Media could be used aggressively for the

promotion of Lifebuoy. It is forecasted that the anti bacterial properties in soaps are the main

selection criteria when it comes to Singaporean consumers selecting a brand for the house

hold. Emphasis on the same would be a major boost to the promotion activities being carried

out by Unilever in Singapore.

Overall, it is possible that the user of a particular brand may not be the one buying the

particular liquid soap. Therefore it is very important that marketing strategies cater to this

demographic change. Conversely, to retain and sustain customers whose families used these

products, reinforcing campaigns may prove valuable.

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 Bibliography

Books:

(1) Strategic Management by Michael Vyaz

(2) Strategic Management by Kale Karnavat

Websites:

(1) http://en.wikipedia.org/wiki/Strategic_management

(2) http://www.hul.co.in/

(3) http://en.wikipedia.org/wiki/Hindustan_Unilever

(4) http://articles.economictimes.indiatimes.com/2011-03-23/news/29178563_1_lifebuoy-

global-brand-soap

(5) http://articles.economictimes.indiatimes.com/keyword/lifebuoy

(6) http://www.lifebuoy.com/pagenotfound.aspx?aspxerrorpath=/gurudwara.html.aspx

(7) http://www.unileverme.com/brands/personalcarebrands/lifebuoy.aspx

(8) http://www.ibscdc.org/Case_Studies/Marketing/Marketing%20Strategies/MM0026.htm

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