11-10-2010, 05:05 PM
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This article is presented by:
RISHIKA
A. JAGADISH
NILESH KUMAR
MARKETING MANAGEMENT ON LIFEBUOY.
SHORT INTRODUCTION TO UNILEVER LTD.
FREQUENCY: 160 million times a day, someone somewhere chooses a Unilever product.
400 brands, 14 categories under home, personal care n nutrition.
FMCG’S MARKET LEADER:
#1 in Dressings, Tea, Ice Cream, Spreads, Deodorants, Mass Skin.
#2 in Laundry, Daily Hair Care.
#3 in Oral Care, Household Cleaning .
Responsible for: Brand development, Innovation, Research and Development.
Accountable for: Medium/long term market share, Brand health, Innovation metrics, Category value creation.
HISTORY: ARRIVAL IN INDIA
Brought into existence in 1895.
Launch in India in 1935.
Introducers: Lever Bros. in UK and in India by Hindustan Vanaspati. They merged together as HUL.
Launched in industrial revolution era when typhoid, yellow fever were common problem.
INTRODUCTION TO LIFEBUOY LAUNCH:
Reason for launching: Segmenting, targeting and creating health awareness.
Launched as: The ruby red color soap, with its distinct odor.
Lifebuoy: A result of cause related marketing.
Vision: For hygienic, healthy and vital community .
Launching Motive: ‘Lifebuoy’ convey the promise of a healthy family, and not just an individual.”
