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COMMUNICATION STRATEGY OF

LUX, DOVE AND LIFEBUOY

PRESENTED BY:

SHIWANI SOOD

ROLL NO. 165


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Introduction- HUL

Hindustan Unilever Limited:

HUL is India's largest FMCG company, touching the

lives of two out of three Indians with over 20 distinct

categories in home & personal care products and food &beverages.

They endow the company with a scale of combined

volumes of about 4 million tonnes and sales of over Rs.

13,000 crores


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HUL BRANDS in

the bathing soap category

LUX

Lifebuoy

Dove Hamam

Pears

Liril

Breeze

Rexona


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INTRODUCTION-LUX

1960

LUX went

colored

1929LUX launched

in India

1925

LUX launched inUSA as Toilet soap

1916

LUX launched in

USA as Laundry

soap


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SEGMENTATION

On Age- 16-35 years

Based on Income- Middle income Group

Gender- Female


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POSITIONING

Over the years positioned as a beauty soap of the

Stars


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Shift in positioning

from Stars to Common Girl


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PROMOTIONCelebrity Endorsement

Brand Ambassdors of LUX past & Present

Leela Chitnis

Madhubala,

Nargis,

Meena Kumari, Mala Sinha,

Sharmila Tagore,

Waheeda Rehman,

Saira Banu,

Hema Malini,

Zeenat Amaan, Juhi Chawla,

Madhuri Dixit,

Sridevi,

Aishwarya Rai

Kareena Kapoor,

Priyanka Chopra ,Katrina Kaif & the latest Asin


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LIFEBUOY


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INTRODUCTION

a name u know..hygiene you can trust

INSPIRING VISION : FOR HYGENIC, HEALTHY AND

VITAL COMMUNITY

HEALTH PRODUST TO WIDER VARITY OF

CONSUMER HAND WASHING - THE LIFEBOUY HABBIT

PROMOTED TO EDUCATE CHILDREN.

INTRODUCED IN 1894 AS DISINFETION SOAP.

LAUNCHED IN INDUSTRIAL REVOLUTION ERA

WHEN TYPHOID, YELLOW FEVER WERE COMMON

PROBLEM.

FIRST HOME SOAP TO CONTAIN CARBOLIC ACID

AS MAIN INGREDIANT.


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LIFEBUOY IN INDIA

Among oldest brand of HUL placed as Health and

Hygiene soap.

Launched in 1895. Crossed 100,000 tones consumption in single year.

Over 600 mn consumer in India.

Undergone major change in 2000.

Repositioned as family soap with new variants


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Product depth of LIFEBUOY

LIFEBUOY TOTAL : follow old red soap image.

LIFEBUOY DEOFRESD : symbolize freshness

LIFEBUOY NATURAL: green soap resembling natural care.

LIFEBUOY SKIN CARE: for sensitive skin.


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REVIVAL PROMOTION INITIATIVES

LIFEBUOY NO LONGER A CARBOLIC SOAP.

ITS NOW A TOILET SOAP WITH DIFFERENT

HEALTH FRAGANCE.

SIZE, FORMULATION, PACKING, PERFUME HADUNDERGONE SEA CHANGE.

FEOM FOCUS ON MALE, NOW FOCUS IS ON WHOLE

FAMILY.

REGAINED ITS POSITIO AS STRONGEST BRAND INSOAP MARKET.


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LIFEBUOY AT Rs. 2

SOLD AT LOWEST EVER PRICE.

TARGETED MAILY AT EXPANSION OF RURAL MARKET.

TRANSLATE INCREASE IN INCOME INTO SPENDING

OVER FMCG GOODS.

SOLD IN NEW FORMAT LIKE SHAMPOO SACHETS.

LIFEBUOY PROMO IN A.P.

MASS PROMOTIONAL CHAMPAGION

TING TONG

.

AIMED AT STRENGTHNING BRAND IMAGE.

REWARD TO PEOPLE PRODUCING MAX. LIFEBUOY

RAPPER.


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SWASTHYA CHETNA

CAMPAIGN

FIRST LARGEST RURAL HEALTH EDUCATION PROGRAM.

SERIOUS IMPLICATION OF LAXITY IN HEALTH CARE AS

BASIC THEAM.

DIARRHOEA WHICH KIILS 3 mn PEOPLE EVERY YEAR CAN

BE REDUCED BY 48%.

VISIT VILLAGE SCHOOL TO TEACH IMPORTANCE OF

HANDWASHING.

RECRUIT CHILDREN AND THERE PARENTS ON VOLANTRY

BASIS. STARTED WITH 8 STATES N COVER 70 mn PEOPLE.

SALES DURING PERIOD INCREASED BY 20%.

ACCORDING TO HUL ITS MARKETING PROGRAME WITH

SOCIAL BENIFIT.


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DOVE

History of Dove:

1940s Formula for Dove Bar (Mild Soap)

1950s Refined to original Dove Beauty Bar

1960s Launched in the market

1970s Popularity Increased as a milder soap

1980s Leading brand recommended by Physicians

1990s Dove beauty wash successfully launched

1995 - 2001 Extension of Doves range of products


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Dove's Brand &Communication Strategy

Importance of situational influences, emphasis from product-related variables toconsumer-related variables

Brand Audit in 2003:

Product benefit: natural ingredients, moisturizing performanceEmotional benefit: dated and old-fashioned

Focus: Self-Esteem, Feel Good

Objectives:

Increase market share through improvement of the brand image Develop an outstanding marketing campaign Retain the functional strengths of the brand Engage customers and differentiate from other competitors


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Dove Brand Positioning

Why?Won't dry out skin like soap

Would emphasis on the ethicalaspect of beauty

For Whom?Women aged 30-39

Had not yet used skin-firmingproducts with wrinkles and cellulite

problems

What?Hair care: Shampoo, Spray and

GelSkin Care: Soap and Moisturizer

Deodorants

CompetitorsL'Oreal

Oil of OlayJohnson and Johnson

The Body ShopNivea


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Dove's Positioning in 1950s

Product First Dove product at Beauty Bar - Launched in 1957 It claimed not to dry out the skin the way soap did Technically not soap at all, formula came from military research Feature: 1/4 Cleansing Cream

Benefit: Won't dry out skin like soap

Marketing and Advertising Blend of marketing communication tools: TV, print media and billboards "Dove soap doesn't dry your skin because it is one quarter cleansing cream" Used natural looking women to convey the benefits of the product

Outcome As a result of Dove positioning itself as being in the beauty Industry and

focusing on functional benefits as well as a successful marketing mix

Dove became one of the Americas most recognizable brand icons


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Dove's Early Print Ads

1980s1970s

1960s


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Dove's Positioning in 2006

Product Hair care: Shampoo, Spray and Gel Skin Care: Soap and Moisturizer Deodorants

Real Beauty and Self Esteem Campaign Appealed to aesthetic needs of the consumers Did not focus on functional benefits, but on need to feel good Used oversized models, elderly women to convey the message

Outcome Shift from broadcast media to digital media, YouTube & Blogs

Film evolution viewed by 3 million visitors in 3 months Marketing communications gave Dove a wide exposure


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