The idea was heavily influenced by consumers and the red hard soap product itself.
The brand was launched a 100 years back in India by Unilever during epidemics as a powerful germicidal and a disinfectant. Since it's launch, Lifebuoy maintained its positioning as a germ killer. It was the typical Indian consumer behavior, I suppose, that lead to a change Lifebuoy's strategy in marketing their product. Lifebuoy, like all other brands in India, faced a challenge to establish a reach in rural India, where soap wasn't heavily used product. Establishing the connect reflected in product's low price and company invested in awareness campaigns.
The red-hard soap was a success for many reasons against the competitive products that later arrived. The rugged looking affordable soap was hard and didn't dilute much in water and therefore lasted longer - which became a major plus. Old people said "Nothing gets wasted in India". People started using the skinny piece of soap, after it was being decently used for bath, as the toilet soap and was kept separately. Liquid soaps arrived late in India and no soap specialized as a hand wash soap.
With the advent of competitive brands over years, that focused on fragrance and smoothness, the cheap hard soap was left outside the bathroom for toilet use and hand wash. This eventually became an opportunity for Lifebuoy to re-establish itself as a Hand Wash soap and leverage upon its pre-set positioning. Company has heavily advertised and invested in both liquid and solid forms - introduced fragrances and make it more creamy.
The brand was launched a 100 years back in India by Unilever during epidemics as a powerful germicidal and a disinfectant. Since it's launch, Lifebuoy maintained its positioning as a germ killer. It was the typical Indian consumer behavior, I suppose, that lead to a change Lifebuoy's strategy in marketing their product. Lifebuoy, like all other brands in India, faced a challenge to establish a reach in rural India, where soap wasn't heavily used product. Establishing the connect reflected in product's low price and company invested in awareness campaigns.
The red-hard soap was a success for many reasons against the competitive products that later arrived. The rugged looking affordable soap was hard and didn't dilute much in water and therefore lasted longer - which became a major plus. Old people said "Nothing gets wasted in India". People started using the skinny piece of soap, after it was being decently used for bath, as the toilet soap and was kept separately. Liquid soaps arrived late in India and no soap specialized as a hand wash soap.
With the advent of competitive brands over years, that focused on fragrance and smoothness, the cheap hard soap was left outside the bathroom for toilet use and hand wash. This eventually became an opportunity for Lifebuoy to re-establish itself as a Hand Wash soap and leverage upon its pre-set positioning. Company has heavily advertised and invested in both liquid and solid forms - introduced fragrances and make it more creamy.
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