MARKETING STRATEGIES FOR LEADING SOAP BRANDS OF INDIA Prepared by: Sumant Rathod (91)
Leading Soap Brands Lux(HLL-1929) Dove(HLL-1995) Lifebuoy(HLL-1895)
STP: Lux, Dove, Lifebuoy Lux has been segmented on the basis of demographic factors like, age, lifestyle etc. Target market of lux is the age group between 16-40 and urban and semi urban areas. The brand is being positioned as the favourite soap of Film stars has been consistent in terms of communication and positioning.
Contd… Dove has segmented and targeted the market towards urban areas as it is being positioned and repositioned as the premium brand like, ― mildest soap, trail for result.‖ Globally; ―it is not a soap but a cream bar.‖
Contd… Initially lifebuoy was targeted at males and positioned as the health and value platform. In year 2002 company changed its positioning strategy, as a family brand. In 2004; repositioned as ―health protection for family and me.‖
4P’s contd... Lux Place & Promotion ○ It has 2000+ suppliers and associates 7,000 stockists and direct coverage in over 1 million retail outlets across India. ○ Celebrity endorsement ○ Events Programs sponsorship ○ Gold coin offer etc.
4P’s; Dove Dove Product Focused on women(―non-models‖)– beautiful in their own way. ○ White beauty bar ○ go fresh Cool Moisture Beauty Bar ○ Winter Care Beauty Bar
4P’s; Dove Contd... Dove Price ○ With the entry in Indian market in 1995 it was priced at Rs.50— NOT SATISFACTORY FOR THE C0NSUMERS ○ People with higher income level did not consider it worth buying. ○ DOVE then changed its strategy and lowered its price to Rs.28—thereby attracting the upper middle class Indian consumer.
Dove Place & Promotion The general trade comprises grocery stores, chemists, wholesale, and general stores. Various promotional awareness :- ○ DOVE Self esteem fund in 2006 ○ AD commercials on TV by doing comparison with other products of same range ○ REAL beauty campaign in 2008
4P’s; Lifebuoy Lifebuoy Product ○ HLL currently provides Lifebuoy consumers with four choices ○ Lifebuoy Strong ○ Lifebuoy Fresh ○ Lifebuoy Gold and ○ Lifebuoy Naturals
Lifebuoy Price ○ Offering soaps with modern forms and good sensorial experience at affordable prices. Place & Promotion In addition to its TV campaign direct consumer contact, radio, statics, and point-of sale, in order to reach consumers who do not have access to a television set.
Contd... Lifebuoy Place & Promotion ○ In addition to its TV campaign ○ direct consumer contact, radio, ○ statics, and point-of sale, in order to reach consumers who do not have access to a television set.