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Case Study Presentation-Lifebuoy, Radio Mirchi

Bibin Thomas, S3 MBA, 19

Unilever is one of the world’s leading suppliers of fast-moving consumer

goods. They aim to provide people the world over with products that are

good for them and good for others.

Creating a better future every day

vision

● 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 that will allow us to double the size of our company while reducing our environmental impact.

Unilever’s portfolio of categories

Leading category positions

Ice Cream & Beverages

Personal Care

Homecare

Savoury, Dressings & Spreads

Strong category positions

Top 25 brands = almost 75% of Unilever’s sales.

Big global brands

Unilever manages a number of partnerships globally.

Customer partnerships

Unilever is a world leader in research and development

(R&D).

Innovation driving growth 1

● €891 million invested in R&D in 2013

● At least 250 new patent applications filed each year

● A portfolio of more than 20,000 patents and patent applications

Competitive advantage through an integrated R&D

programme.

Innovation driving growth 2

● More than 6,000 R&D professionals

● 6 strategic R&D laboratories delivering groundbreaking technologies

● 31 major development centres developing and implementing product innovations

● 92 locations around the globe with R&D teams implementing innovations in countries and factories

Sandy Ogg

Chief HR Officer

Geneviève Berger

Chief R&D Officer

Michael Polk

President Global Foods, Home & Personal Care

Harish Manwani

President Asia, Africa and Central & Eastern Europe

Doug Baillie

President Western Europe

Dave Lewis

President AmericasPaul Polman

Chief Executive Officer

Pier Luigi Sigismondi

Chief Supply Chain Officer

Jean-Marc Huët

Chief Financial Officer

Keith Weed

Chief Marketing and Communications Officer

A global management team

Board of Directors

Chairman

Michael Treschow

Paul PolmanChief Executive Officer

Jean-Marc HuëtChief Financial Officer

Executive Directors

Non-Executive Directors

The Rt Hon The Lord Brittan of

Spennithorne QC, DL

Wim Dik Louise Fresco

Ann Fudge Charles Golden

Byron Grote

Narayana Murthy

Hixonia Nyasulu

Kees Storm Jeroen van der Veer

Paul Walsh

VISION OF THE COMPANY

India's largest Fast Moving Consumer Goods company with 100 factories across India.

In 1931, first Indian subsidiary, Hindustan Vanaspati Manufacturing Company,

followed by Lever Brothers India Limited (1933) and United Traders Limited (1935).

HUL formed in November 1956;

Hindustan Unilever

The Anglo-Dutch company Unilever owns a majority stake in Hindustan Unilever Limited.

one of the country's largest exporters and recognised as a Golden Super Star Trading House

The mission – “add vitality to life.”

Hindustan Unilever

Hindustan unilever ltd

Personal wash

Lux, lifebuoy, dove

Pears, rexona, breeze,

Laundry

Surf excel

sunlight

Skin care

Fair & lovely

vaseline

Hair careSunsilk

Clinic

Oral carePepsodent

closeup

DeodorantsAxe

rexona

Color cosmetics lakme

ayurvedic ayush

Competitors of HUL SOAPS

HUL brands

Rexona

Breeze

Lifebuoy

Competitors brands

Santoor, Chandrika

Cinthol, Mysore Sandal

Godrej no. 1, Nirma

Dettol

Competitors of HUL SOAPS HUL brands

Competitors brands

Santoor, Savlon

Cinthol

Introduction

1894- William Hesketh

Lever launched Lifebuoy

in the UK as the Royal

Disinfectant Soap

Lever discovered carbolic

acid as he sought the

perfect formula for soap

that could combat

germs and still be

affordable to everyone

• Officially launched in India in 1935

• India’s oldest personal wash brand

• Always stood for health and hygiene, delivered through germ

protection

• Sales on more than 5bn per day

• Had stagnant market share

• Stood for its health – plate-form

• Was brick red in color with carbolic ingredient

Lifebuoy - India

1914 – 1970s

The case is all about STP of the lifebuoy.

It shows a historic evolution of lifebuoy and the

changes in the STP.

1950’s the popular jingle ‘Tandarusti ki

reksha karta hai Lifebuoy’

The jingle touches the mother and then they use

lifebuoy as a mandatory for their children.

Summary

In 1964 - first major re-launch.

to use sports as the communication idiom

Targeted towards men

Universal symbol of good health keeping in pace with its 25yrs image of association with good health

Pinched aspirational needs.

Catchy jingle with energetic and pulsating music.

“Lifebuoy hai jahan ,

Tandarusti hai vahan”

1935 – 2000

• 1964- Lifebuoy launched with a slight

modification in its shape.

• They always positioned as health

benefit and they include champions

soap through sports events.

1970’s – Due to high competition lifebuoy expanded the product line.

Sl.No. Product Target

1 Lifebuoy Personal

To all who use soap as hand wash.

2 Lifebuoy Plus New urban consumers with perfume.

3 Lifebuoy Gold New urban consumers with white colour with perfume and a slight high pricing.

4 Liquid Lifebuoy A modern soap to tap the un taped urban consumers.

5 Lifebuoy Active To meet the competitor who use non-carbolic feature.

• No longer just a carbolic soap with cresylic perfume

• Ingredient : Active-B, which protects users against germ infections.

• Superior bathing experience.

• From the ‘traditional, male, victorious concept of health’ to a more responsible concept of ‘health for the entire family.’

• Market share rose from 12% to 18%

2002- The Revamp

About Radio Mirchi

• Radio Mirchi is a leading radio station from the Times group. It began its operations as Times Fm and then was renamed as Radio Mirchi in 1998.

• In January 2006, Radio Mirchi bagged 25 frequencies and this pushes the Radio Mirchi presence in 32 centers across India.

• Radio Mirchi follows a set format of shows across all the stations and mainly plays Bollywood Music.

Target Group

• Idea behind Radio Mirchi

• Age Group 15-25

SEC A & B

• Students, youth and young working adults.

Segmentation, Targeting & Positioning

Segmentation Variables● Geographic

● Demographic

● Psychographic

● Behavioral

● Other (anything!)

No single best way to segment a market.

Often best to combine variables and identify smaller, better-defined target groups.

Market Segmentation - Principles

• Helps in distinguishing one customer from another

• Helps to adapt to the offering to the target market

• Enable dividing the market and conquering them

• Helps in making market efforts more efficient

Benefits of Segmentation

Market Targeting

Companymarketingmix

MarketMarket

Companymarketing mix 1

Segment 1Segment 1

Segment 2Segment 2

Segment 3Segment 3

Segment 1Segment 1

Segment 2Segment 2

Segment 3Segment 3

Companymarketingmix

Undifferentiatedmarketing

Differentiatedmarketing

Concentratedmarketing

Target Group

• Idea behind Radio Mirchi

• Age Group 15-25

SEC A & B

• Students, youth and young working adults.

Positioning

• “YOUTHFULL” & “HOT”

• Channel that will make u happy and full of energy

• “Radio Mirchi Sunane wale hamesha khush”

• The case says that if market properly segmented and poisoned will help to increase positive image.

• Consumers are always heterogeneous in nature so they always very in purchasing habits so it's important to marketer to be segmented on the basis of homogeneity

• Position can be done through continuous and mass communication.

Conclusion

THANK YOU !!!

Have you taken a Bath with Lifebuoy, Today?

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