lifebouy case study ...

[divyadasari22]

this is the summary on lifebuoy....

introduction :

1) shifting its traditional marketing focus from macho indian male.

2)completed more than 110 years.

3)first foreign subsidiary company in india.

4) capturing more/huge market share in the rural market.

5)monopoly: single players, not multi-players.

6) advertising effect due to high cost..

 changes:

1) targeted blue collared men later children but not women.

2)consumers in rural areas were illiterate and they unable to read english.

3)identifying products with certain distinct features like symbols, logos, colors etc

4)to reamin loyal to their brands they deliberately added color , fragrance etc....

5) monopoly was challenged by new brands with more values preposition.

6) income levels increased .

lifeline :

1) further decline.

2)modern customers.

3)understanding and needs of modern customers.

4)convincing ppl to use soap more frequently .

5) touched both poorest of the poor in india and other developing countries.

6) focused on the bottom pyramid- need family (recreation).

7) loyalty status..

[Anoop kumar]

I would like to add that the product life cycle of Libebuoy has created a niche market for itself.Thus, the demand of it is evergreen. so it would be too harsh to state that they are in the declining phase.
And good analysis Divya