Journey of Brand Lifebuoy

The Lifebuoy story dates back to 1895 when it first entered the Indian market. Life buoy literally meaner the life-saving buoy thrown out to people at sea to prevent them from drowning. This is where the check got its name from. Lifebuoy is a product of Hindustan dressmaker Limited (HULL), India. It was initially launched with the sole intention of targeting men and everything sporty. Attendants ski devil-may-care kart ha Lifebuoy captured the essence of their campaign brilliantly.The premise was made clear. Use lifebuoy and beat fuddled. The quintessential red chunky bar of gunk became synonymous with manlike health and good value for money. The same brand positioning was kept up(p) for to a greater extent than century years. However, sales started dipping in the sasss with the coming of other violator soaps like Lax, Senator etc. The consumers suddenly had more options and Lifebuoys existing market outline had nothing new to make the consumers stay loyal to the brand.Als o, times had changed and like a shot women were the decision makers in the family as far as shopping for commensurate household products were concerned. The need of the hour for Lifebuoy as a brand was to amaze more family oriented in its approach mostly tapering on the health aspect. A brand image built over 100 years had to be changed. The task at hand was challenging nevertheless the plunge was taken and the brand was repositioned in 2002. The product was transformed from the handed-down masculine bar and given a more curvy look.The carbonic smell was substituted by perfume fragrance. The focus now was on a fill in bathing experience for the family and the new tagging Kay pap lifebuoy SE Mahayana Kay did complete Justice to the cause. After this re-launch, Lifebuoys market share in the bath soap sector rose from to 18%. 2002 also saw the launch of air letter aimed to educate people in rural India about the good health practices and basic hygiene habit of washables hold. The initiative wanted to repugn the age old notion of Missile scrub is safe clean.The brand USPS of providing better protection from germs compared to other soaps along with a strong social message came across as an impressive marketing strategy. The focus has gradually and decisively shifted to healthy hand wash habits as be the main focus of the Lifebuoy brand. Clinical tests were conducted in 2007-2008 that proved how by interest the Lifebuoy way washing hands at five key make during the day), diarrhea in target pip-squeakren were sinkd by 25% and they had 40% less days off school due to illness as was the case earlier.The result of all this has been a complete makeover of the brand from a masculine brand to a family soap which promises mothers a germ bighearted environment for their children. Lifebuoy has time and again came across as one of the more innovative brands across sectors. In the tsunami of branding unleashed at the Mama gumbo soil in Allahabad, Lifebuoy cam e up with the memorable ploy of embossing assuages about the benefits of washing hands on rots, after tying up with some popular local anaesthetic Dhabi.Taking this forward, it now aims to change the hand washing behavior of 1 gazillion people by 201 5. The ideology remains the same. It wants to promote hand washing with soap at key occasions in the day to reduce infections and and adopted Together village in Madhya Pradesh to help every child living there reach their fifth birthday. This initiative has been widely publicize on the social media to create awareness and to strengthen the support for the cause.All this has n turn lead to further establishment of Lifebuoy as a brand that aims to make a difference to the society and bring about a change in the hygiene habits. In terms of market share, Lifebuoy is now pegged at 12. 1%, a close second to Lax at 12. 8%. (Ironmonger). The future seems bright and promising.