Presenters:

Rashmi Kyadal (22)

Dhaval Lad (23)
Zoeb Matin (26)
Karina Mehta (28)
Zeba Abdulhaque (30)
Pricing Strategies
Introduction Stage- Rapid Penetration Pricing
Strategy
Launched in 1895 as a low-price disinfectant soap
Growth Stage- Rapid Penetration Pricing Strategy
1931-1969- Increase in market share and demand
Maturity Stage- Competitor-based/Penetration Pricing
Strategy
1970-1996- Slower growth and decrease in sales
Decline Stage- Competitor-based Pricing Strategy
1996-Present- Price revision to change positioning of
the product




Rs.12/- 90gms Rs.8/- 100gms


Rs.10/- Rs.13/-


Rs.12/- Rs.16/-


Rs. 13/ Rs. 13/-
Product Strategies
Introduction Stage- Positioned as a carbolic soap





Growth Stage- Change in positioning and introduction
of new variants



Product Strategies
Maturity Stage- Launch of new variants





Decline Stage- Repositioning of product as new and
different

Distribution Strategies
Introduction Stage- Selective distribution
Dealers and money-back guarantee
Distribution Strategies
Growth Stage- Pharmacies and drugstores




Maturity Stage- Drugstores and general stores

Distribution Strategies
Decline Stage- Selective and concentrated\
6000 sub-stockists covering 50,000 villages reaching
250 million customers
More than 50 lakh stores across the country
Rural Areas- Lifebuoy Plus, Lifebuoy Active

Semi-Urban Areas- Lifebuoy Fresh, Lifebuoy Nature

Urban Areas- Lifebuoy Gold


Advertising
Introduction Stage (1895 1930)
Royal Disinfectant Soap
Targeted Indian Blue Collars

Growth Stage (1931 1969)
Advertising efforts limited
High costs in print & other media radio commercials, print ads, posters,
hoardings & small clippings in cinema halls

Maturity Stage (1970 -1996)
Ads focused mainly on hard working savings minded & economic class of
people Tandurusti Ki Raksha Karta Hai Lifebuoy

Decline Stage (1996)
High advertisement budgets introducing new modified products
Targeted higher segments of the Indian market
Ads aimed at family health care
Promotion
Introduction Stage (1895 1930)
Heavy promotions to induce trials

Growth Stage (1931 1969)
Reduced to take advantage of demand

Maturity Stage (1970 -1996)
Increase to encourage brand switching

Decline Stage (1996)
Reduced to minimal level