Description
SWOT ANALYSIS OF LIFEBUOY
Lifebuoy
Parent Company
HUL
Category
Personal Care – Soap
Sector
FMCG
Tagline/ Slogan
Healthy hoga Hindustan; Lifebuoy hai jaha tandurusti hai waha
Lifebuoy provides 100% better protection from germs as compared to USP ordinary soaps STP
Segment
Personal Care – Soap, Hand Sanitizer, Hand Wash
All households, to provide a 100% anti-bacterial soap for complete Target Group protection
Lifebuoy's goal is to provide affordable and accessible hygiene and Positioning health solutions SWOT Analysis
1. First soap to use carbolic acid, which gave it a red color and strong, medicinal scent 2. Wide portfolio for the Lifebuoy brand ranging which includes Soap, Hand Sanitizer and Hand Wash 3. High consumer awareness for the brand of Lifebuoy 4. Most popular soap brand specially in the rural market Strength 5. Excellent brand visibility and extensive distribution
1. Lower market penetration in urban areas as compared to rural areas 2.Initially positioned as a masculine soap, which was eventually Weakness turned as a family soap. 3. Not been perceived as a beauty soap, and is mainly used just for
hand washing
1.The Lifebuoy ‘Swasthya Chetana programme’ uses a‘direct consumer contact’ methodology, and touches the lives of 70 million people in 18,000villages 2. Imparting education about importance of hand washing to prevent spread of germs 3. Used global epidemics like swine flu to further promote products Opportunity for better hygiene and protection
1. Competitor brands offering similar levels of protection 2.Considered to be a low-end product, and may find it difficult to Threats move up in the segment Competition
1. Dettol Competitors 2. Savalon
doc_703880485.docx
SWOT ANALYSIS OF LIFEBUOY
Lifebuoy
Parent Company
HUL
Category
Personal Care – Soap
Sector
FMCG
Tagline/ Slogan
Healthy hoga Hindustan; Lifebuoy hai jaha tandurusti hai waha
Lifebuoy provides 100% better protection from germs as compared to USP ordinary soaps STP
Segment
Personal Care – Soap, Hand Sanitizer, Hand Wash
All households, to provide a 100% anti-bacterial soap for complete Target Group protection
Lifebuoy's goal is to provide affordable and accessible hygiene and Positioning health solutions SWOT Analysis
1. First soap to use carbolic acid, which gave it a red color and strong, medicinal scent 2. Wide portfolio for the Lifebuoy brand ranging which includes Soap, Hand Sanitizer and Hand Wash 3. High consumer awareness for the brand of Lifebuoy 4. Most popular soap brand specially in the rural market Strength 5. Excellent brand visibility and extensive distribution
1. Lower market penetration in urban areas as compared to rural areas 2.Initially positioned as a masculine soap, which was eventually Weakness turned as a family soap. 3. Not been perceived as a beauty soap, and is mainly used just for
hand washing
1.The Lifebuoy ‘Swasthya Chetana programme’ uses a‘direct consumer contact’ methodology, and touches the lives of 70 million people in 18,000villages 2. Imparting education about importance of hand washing to prevent spread of germs 3. Used global epidemics like swine flu to further promote products Opportunity for better hygiene and protection
1. Competitor brands offering similar levels of protection 2.Considered to be a low-end product, and may find it difficult to Threats move up in the segment Competition
1. Dettol Competitors 2. Savalon
doc_703880485.docx