STRATEGY MANAGEMENT ASSIGNMENT
Faculty of Management Studies, Sri University, Cuttack, Odisha, India.
STRATEGY MANAGEMENT ASSIGNMENT
LIFEBOUY CASE
SUBMITTED BY: GAYATRI SONGAONKAR
SUBMITTED TO: SOMNATH DUTTA
Transformations of Lifebuoy in India
Lifebuoy hai jahan tandrusti hai wahan (1964)
Indicate the specific change
From a disinfectant to Healthy Soap.
What prompted lifebuoy to do so? (If reactive what was the stimulus? If proactive what was the intention?)
Proactive- It was first targeted at men and masculine health. The promise of Lifebuoy was 'You will remain healthy if you use Lifebuoy.
This change alter its’ strategic position (if yes how? if not why?)
It still remained as sanitation soap.
Critique on the strategic implications of the different moves of lifebuoy soap.
The jingle, 'Lifebuoy hai jahan tandurusti hai wahan' was catchy and did the trick to capture the customers.
Introducted of Women in ads (Ab koi darr nahi- 2002)
Indicate the specific change
Changed the promotional strategy
What prompted lifebuoy to do so? (If reactive what was the stimulus? If proactive what was the intention?)
Reactive- Women were the decision makers, when it came to shopping, be it urban or rural. The proposition of the brand didn't change health was still the focus but the advertising did. They changed their communication from 'You will be healthy if you use Lifebuoy' to 'You will not fall ill if you use Lifebuoy'.
This change alter its’ strategic position (if yes how? if not why?
Yes, as it is now projecting itself as a family soap.
Critique on the strategic implications of the different moves of lifebuoy soap.
It was successful as they realised that the consumer had changed from what they were in the 50s to the 70s.
Clinical trail (2007)
Indicate the specific change
Changed promotional strategy.
What prompted lifebuoy to do so? (If reactive what was the stimulus? If proactive what was the intention?)
Reactive- To strenghten its image as the best
STRATEGY MANAGEMENT ASSIGNMENT
LIFEBOUY CASE
SUBMITTED BY: GAYATRI SONGAONKAR
SUBMITTED TO: SOMNATH DUTTA
Transformations of Lifebuoy in India
Lifebuoy hai jahan tandrusti hai wahan (1964)
Indicate the specific change
From a disinfectant to Healthy Soap.
What prompted lifebuoy to do so? (If reactive what was the stimulus? If proactive what was the intention?)
Proactive- It was first targeted at men and masculine health. The promise of Lifebuoy was 'You will remain healthy if you use Lifebuoy.
This change alter its’ strategic position (if yes how? if not why?)
It still remained as sanitation soap.
Critique on the strategic implications of the different moves of lifebuoy soap.
The jingle, 'Lifebuoy hai jahan tandurusti hai wahan' was catchy and did the trick to capture the customers.
Introducted of Women in ads (Ab koi darr nahi- 2002)
Indicate the specific change
Changed the promotional strategy
What prompted lifebuoy to do so? (If reactive what was the stimulus? If proactive what was the intention?)
Reactive- Women were the decision makers, when it came to shopping, be it urban or rural. The proposition of the brand didn't change health was still the focus but the advertising did. They changed their communication from 'You will be healthy if you use Lifebuoy' to 'You will not fall ill if you use Lifebuoy'.
This change alter its’ strategic position (if yes how? if not why?
Yes, as it is now projecting itself as a family soap.
Critique on the strategic implications of the different moves of lifebuoy soap.
It was successful as they realised that the consumer had changed from what they were in the 50s to the 70s.
Clinical trail (2007)
Indicate the specific change
Changed promotional strategy.
What prompted lifebuoy to do so? (If reactive what was the stimulus? If proactive what was the intention?)
Reactive- To strenghten its image as the best