Executive Summary for Case Study on Lifebuoy Hand Wash Customer Problem: To develop, grow and accelerate Lifebuoy Hw in Hand wash category within the constrain of limited support budget given the limited support budget relatively small size of current Hand wash business. Task Summary: We surveyed 56 families’ i. e nearly 180 people, retailers, Hw sellers over a period of 20 days and based on our survey we did a detailed analysis of the data and came out with several findings & marketing strategies to overcome the current hurdles.
Challenges To Overcome: Consumer mindset, which believes soap is a more economical and viable option for hand wash. • Economical & wide reaching marketing strategies. • Competition: Soaps, Sanitizers, other Hand wash brands like Dettol HW. The Market: The market for this business is the universal population which believes in eating healthy and remaining clean. In order to tap this entire market an awareness needs to be generated amongst the masses that hand is the part of the body that comes in direct contact with dirt, other bacteria from air, water, earth and touches our skin, ears, eyes, nose, tongue.
By keeping our hands clean we can keep away most of the illnesses. Hence cleaning of hands requires extra care & protection and not any ordinary soap. Opportunity: By creating awareness about personal hygiene and extra care for hand wash, Lifebuoy can not only create a market but also penetrate this created market very aggressively. Solution to the challenges: Consumer Mindset can be tackled by generating awareness about the importance of hand wash via Lifebuoy and conveying, HW last long and is more effective whereas soaps in long run tend to decay, become pale and ineffective due to moist conditions under which it is kept.
Hence Hw liquids are as economical as soaps and more effective for HW. Non-conventional & economical Marketing Strategies: • Ads on the Lid of food containers served by pantry in public transportation like trains, bus, airways, waterways generating awareness on importance of hand wash through the medium of Lifebuoy. • Working Population consume Dabba Food. We must sent 1 re Lifebuoy sachets along with Dabbas promoting Lifebuoy and generating awareness about the importance of Hand wash. • Men spent an average of 25mins a day and women spent an average an hour a day in wash rooms.
Here we must have life boy paper adds pasted on the doors and walls of washrooms in public places. • Lifebuoy HW machine in corporate washrooms. (M/c will consist of LB HW refill container, LB tissues and hand dryer). • Local doctors/medical shops must give away free samples of LB 1 re sachets along with medicines. Support Marketing Strategies can include 1)Health Gift packs eg. pack of lifebuoy products for a pregnant woman. This will earn us goodwill of the entire family. 2) Lifebuoy sachets for travelling. 3) Use of stylish bottles to target young population. )LB commercial adds can show that in comparison to other HW, the LID drops less liquid and is more effective. Product Variants: 1) Quick HW(99. 99% germs in 10 secs)- Targeting children age group 3 to 14 years. 2)Economic HW(1 drop, antiseptic & more effective)-Targeting Housewife’s who are the families budget planners. 3)Trendy Hand wash(Keeps hands soft, fresh and good aroma)- Promote as an item of style & Hygiene to tap youngsters. Recommended New Variant as 50% of Indian Population is in this age group. 4)Total Health Care(skin care, Slower hand wash but longer protection)-Targeting Pregnant woman, old people, clinical uses.