INTRODUCTION

INCEPTION IN INDIA IN 1895. ITS PROMISE OF HEALTH AND HYGIENE WAS PLATFORM OF ITS BUSINESS. ITS JINGLE TANDURUSTI KI RAKSHA KARTA HAI LIFEBOUY MADE IT PERCEIVED AS A RED CARBOLIC SOAP (GERM PROTECTION)

PRODUCT LIFE CYCLE OF LIFE BUOY

INTRODUCTION: INTRODUCES IN 1895 OFFICIALLY SOLD FROM 1935. IT WAS A BRICK SIZE CARBOLIC SOAP. IT WAS ASSOCIATED WITH HEALTH AND WELL BEING. IT WAS FIRST TARGETED AT MEN AND MASCULINE HEALTH. GROWTH: GERM KILLER SOAP RURAL MARKET STRONG PROMOTION

REASONS FOR DECLINE OF IN MARKET SHARE OF LIFE BUOY.

INTRODUCTION OF NEW SOAPS WITH FRAGNANCES.

POSITIONING OF SANITARY SOAP.

INTRODUCTION OF NEW GERM KILLING SOAP. WHY LIFEBUOY? WOMEN AS DECISION MAKER. SIZE AND SMELL.

o LIFEBUOY WAS ASSOCIATED WITH GERM KILLING.

o POSITIONED AS MACHO SOAP.

o NOW IT HAS BECOME A FAMILY SOAP. o FROM SANITARY TO BATHING SOAP.

o COMPETITION WITH DOVE , DETTOL ,

MEDIMIX ETC.

BRAND REJUVENATION
TRADITIONAL MALE VICTORIOUS CONCEPT OF HEALTH TO A MORE RESPONSIBLE CONCEPT OF HEALTH FOR THE ENTIRE FAMILY. INTRODUCTION OF ACTIVE B IN SOAPS. AN EASY GRIP AND A MODERN LOOK AND VARIOUS FRAGNANCES. CAMPAIGNING (SWASHTHYA CHETANA) NEW SLOGAN KOI DAR NAHI FROM SANITATION TO BATHING SOAP.

PRESENTED BY:1) ABHINAB ROBERT RAO. 2) DEEPAK PACCHAR. 3) ANURAG BARI. 4) ANUKRITI SRIVASTAVA.

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