Soap and Lifebuoy
BEFORE
AFTER
LIFEBUOY’S REPOSITIONING STRATEGY:
Lifebuoy soap is a very old brand of bath soap in India, Life Buoy is an anti bacterial soap and in the beginning it positioned itself on its antibacterial qualities, lifebuoy gained a number of customers with this positioning, but then there comes the competition with the Dettol soap..
All this put Lifebuoy out of lime light and to survive in market, Lifebuoy positioned itself on price it became low price antibacterial soap. This strategy may have boosted short term sales of Lifebuoy but it lost its brand value and credibility in the minds of customers. Lifebuoy needed to reposition itself on quality rather than price.
5.4 REPOSITIONING CAMPAIGN:
The repositioning campaign of Lifebuoy was started at 2008, but it became moreprominent and became effective in 2009, Lifebuoy along with the advertisementhas improved its quality and fragrance, most of the people had shifted fromlifebuoy because it was low quality and it smelled terribly, as Lifebuoy hasimproved its quality all it needed to run an effective advertisement campaign toget the customers attention. The advertisement team of Lifebuoy came up withexcellent theme “Healthy Hoga Hindustan” and it is targeting parents which istheir target market, Lifebuoy made very effective ad and it also used fearstrategy (which is effective in case of antibacterial soap). This has enabledLifebuoy to get more and more customers. Now a days, Lifebuoy is everywherein Television, Radio, Newspapers and Billboards, Lifebuoy is running a hugecampaign to promote itself which is very necessary in case of repositioning thebrand
With the help of marketing department and advertisement, Lifebuoy has successfullyrepositioned itself as a quality antibacterial soap with better fragrance and moredurability. Many companies try to reposition themselves when they see markettrend shifting but most fail to do so. In case of Lifebuoy it has been successful.The interesting thing
AFTER
LIFEBUOY’S REPOSITIONING STRATEGY:
Lifebuoy soap is a very old brand of bath soap in India, Life Buoy is an anti bacterial soap and in the beginning it positioned itself on its antibacterial qualities, lifebuoy gained a number of customers with this positioning, but then there comes the competition with the Dettol soap..
All this put Lifebuoy out of lime light and to survive in market, Lifebuoy positioned itself on price it became low price antibacterial soap. This strategy may have boosted short term sales of Lifebuoy but it lost its brand value and credibility in the minds of customers. Lifebuoy needed to reposition itself on quality rather than price.
5.4 REPOSITIONING CAMPAIGN:
The repositioning campaign of Lifebuoy was started at 2008, but it became moreprominent and became effective in 2009, Lifebuoy along with the advertisementhas improved its quality and fragrance, most of the people had shifted fromlifebuoy because it was low quality and it smelled terribly, as Lifebuoy hasimproved its quality all it needed to run an effective advertisement campaign toget the customers attention. The advertisement team of Lifebuoy came up withexcellent theme “Healthy Hoga Hindustan” and it is targeting parents which istheir target market, Lifebuoy made very effective ad and it also used fearstrategy (which is effective in case of antibacterial soap). This has enabledLifebuoy to get more and more customers. Now a days, Lifebuoy is everywherein Television, Radio, Newspapers and Billboards, Lifebuoy is running a hugecampaign to promote itself which is very necessary in case of repositioning thebrand
With the help of marketing department and advertisement, Lifebuoy has successfullyrepositioned itself as a quality antibacterial soap with better fragrance and moredurability. Many companies try to reposition themselves when they see markettrend shifting but most fail to do so. In case of Lifebuoy it has been successful.The interesting thing