leading soap brands of India

1. MARKETING STRATEGIES FOR LEADING
SOAP BRANDS OF INDIA
Prepared by: Sumant Rathod (91)

2. Leading Soap Brands
 Lux(HLL-1929)
 Dove(HLL-1995)
 Lifebuoy(HLL-1895)

3. 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.

5. 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.‖

6. 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.‖

7. Marketing Mix Strategies
 Lux
 Product
○ Different Variants
○ Strawberry & Cream
○ Peach & Cream
○ Festive Glow
○ Lux International
○ Lux Purple Lotus & Cream & limited editions

9. 4P’s;Lux
 Lux
 Price
○ Lux Peach & Cream Rs 18/90 gms
○ Lux Strawberry & Cream Rs 18/110 gms
○ Lux Purple Lotus & Cream Rs18/110 gms
○ Mini Lux Rs 5

10. 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.

11. Promotional
Activities; Lux

12. 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

13. 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.

14.  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

15. 4P’s; Lifebuoy
 Lifebuoy
 Product
○ HLL currently provides Lifebuoy consumers
with four choices
○ Lifebuoy Strong
○ Lifebuoy Fresh
○ Lifebuoy Gold and
○ Lifebuoy Naturals

16.  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.

17. 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.

18. Thank You…