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.‖

Marketing Mix Strategies

Lux

Product

○ Different Variants

○ Strawberry & Cream

○ Peach & Cream

○ Festive Glow

○ Lux International

○ Lux Purple Lotus & Cream & limited editions

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

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.

Promotional Activities; Lux

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

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

Lifebuoy

Product

○ HLL currently provides Lifebuoy consumers

with four choices

○ Lifebuoy Strong

○ Lifebuoy Fresh

○ Lifebuoy Gold and

○ Lifebuoy Naturals

4P’s; Lifebuoy

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.

Thank You…