MARKETING
LIVE
PROJECT
SUBMITTED BY - MEGHA BHATTACHARYA
DONE FOR - PRODMARK CONSULTANCIES
BRAND - LIFEBUOY
About Lifebuoy
Lifebuoy started with William Lever's goal to stop
cholera in Victorian England. Over the past century,
they have evolved into the world's #1 selling germs
protection soap and a worldwide leader bringing
beter health and hygiene to billions.
Mission of Lifebuoy
“To make hygiene and health accessible to all.”
Lifebuoy aims to reduce preventable infections
through better hand hygiene.
Focuses on educating communities about the
importance of handwashing with soap.
Strongly tied to public health campaigns like the
Handwashing with Soap program, especially in
rural and underserved areas.
5P’s of Lifebuoy
Product Price Place Promotion People
Bar Soaps, Liquid Competitive Widely distributed Strong brand Core focus on
soaps, Sanitizers, pricing targeting through: recall through middle-income
Wet wipes the mass market. General trade public health families, urban &
(kirana stores) campaigns. rural.
Key variants: Total More affordable Modern retail
10, Care, Neem, than Dettol. (supermarkets Focus on Brand is
Lemon Fresh, ) functional, perceived as
Nature, etc. Small pack sizes E-commerce rational appeals reliable and
increase platforms (germ protection, trusted among
Known for hygiene accessibility in safety). mass consumers.
and germ rural areas.
protection. m protection.
Key Competitors
Market Share in
India
Market Share of Indian soaps in the health and hygiene sector
Price
Comparison
Price of Indian soaps in the health and hygiene sector
Analysis
Lifebuoy dominates the health & hygiene soap segment with
1. strong rural outreach and brand trust. Dettol is its biggest
direct competitor in the antibacterial category.
Lifebuoy is priced lower than Dettol, targeting mass
2. consumers. Dettol is costlier due to its premium hygiene
positioning.
Survey
Methodology
A structured survey questionnaire was created using Google Forms and
circulated among neighbours, friends, family members, relatives, and
acquaintances to gather consumer insights.
The questionnaire covered multiple areas including basic demographic
information, purchase behaviour & brand preferences, Lifebuoy product
usage & preferences, brand perception & positioning, as well as
emotional connection & views on Lifebuoy’s marketing strategy.
A total of 98 responses were received, with the majority of respondents
belonging to the 18–24 age group and residing in urban areas.
Demographic
Details
Majority respondents are aged 18–24 and from urban areas. This group is
highly aware, socially influenced, and digitally connected — a key target
for FMCG marketing campaigns.
Purchase Behaviour
and Brand Preferences
From the survey, we can see 47.4% of the respondents prefer Lifebuoy,
followed by 27.8% respondents who prefer Dettol.
Lifebuoy is often chosen for its affordability, anti-bacterial property and
brand reputation.
Majority of the respondents, buy soaps or handwashes on a monthly
basis and their preferred channel of purchase is through online
channels or offline stores.
From the survey, we can see 47.4% of the respondents prefer Lifebuoy, followed by
27.8% respondents who prefer Dettol.
Product Usage and
Preferences
Majority of the respondents, buy Lifebuoy Handwashes, followed by
Lifebuoy Body wash and the Lifebuoy Germ Protection soap. This shows
the popularity of Lifebuoy in the anti-bacterial range of soaps in Indian
market.
The respondents have reported that they are satisfied with the quality
of the product offered by Lifebuoy and has rated it 4 on a scale of 5.
Brand Perception and
Positioning
Majority of the respondents, say that Lifebuoy is perceived as a trusted
and reliable product mainly known for its affordability and anti-
bacterial properties.
Since it is known for its anti-bacterial properties, it mainly caters to
families with children and the kids providing germ protection.
It is not considered premium or skin-sensitive by many respondents.
Also, respondents have pointed out the lack of innovation in Lifebuoy
and its products.
Marketing Strategy
Majority of the respondents, feel an emotional connection with the
brand which contributes as the main factor towards their brand loyalty.
Most of the advertisements are done through TV, traditional media and
outdoor print media. It shows a lack of influencer advertisements, social
media marketing for lifebuoy.
Most people think Lifebuoy caters majorly to the rural and semi-urban
areas.
Majority of respondents would recommend Lifebuoy to others for daily
usage.
Conclusion
SWOT Analysis
Strengths Weaknesses Opportunities Threats
Strong brand legacy Perceived as Growing preference
Expand into herbal
Wide distribution functional and for natural and
& premium
and high basic, not premium sustainable brands.
segments.
penetration across or skin-friendly. Intense competition
Enhance digital
India. Limited success in from Dettol in
presence and
Affordable pricing premium or functional and
influencer-led
for mass-market skincare category beauty spaces.
marketing.
appeal. vs. competitors like Post-COVID decline
Introduce youth-
Trusted for Dove or Dettol. impact demand for
oriented product
antibacterial Emotional connect handwash/sanitizer
lines.
protection and with urban youth is categories.
Rebranding to align
health safety. moderate. with wellness
trends.
Recommendation
The survey indicates that Lifebuoy maintains a strong presence, primarily
due to its affordability and antibacterial properties. However, to compete
with brands like Dettol, which are perceived as more premium, Lifebuoy
may need to:
Innovate: Introduce new products that cater to evolving consumer
preferences, such as skin-friendly or premium variants.
Rebrand: Enhance its brand image to appeal to health-conscious and
premium-seeking consumers.
Marketing: Leverage digital platforms and influencer marketing to
connect with younger demographics.
Thank
You
