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Consumer Behavior Presentation On Lifebuoy Shampoo Pakistan

Lifebuoy Shampoo was launched in 1997 as an anti-dandruff shampoo targeted at the lower middle-class segment in South Asian markets. It is priced competitively but seen as low quality by consumers. While it initially sold well due to its low price, public opinion surveys found most users were not regular customers and rated its performance as average or below average. The document recommends Lifebuoy Shampoo reposition its brand to improve its market segment perception beyond just being a cheap, low-quality option.

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1K views16 pages

Consumer Behavior Presentation On Lifebuoy Shampoo Pakistan

Lifebuoy Shampoo was launched in 1997 as an anti-dandruff shampoo targeted at the lower middle-class segment in South Asian markets. It is priced competitively but seen as low quality by consumers. While it initially sold well due to its low price, public opinion surveys found most users were not regular customers and rated its performance as average or below average. The document recommends Lifebuoy Shampoo reposition its brand to improve its market segment perception beyond just being a cheap, low-quality option.

Uploaded by

Bilal
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Consumer Behavior

Lifebuoy Shampoo

Lifebuoy form Lever Brothers to Unilever


1895
Lifebuoy was marketed originally by Lever Brothers

1930

Lever Brothers & Margarine Unie merged, and Unilever was created.

2000

Major changes have been made to the classic red Lifebuoy soap i.e. New formulation for germ protection, new shape with multi-colors

Product line
Lifebuoy bar soaps are available in all 4 variants, Total, Nature, Care and Activefresh.

Superfast Handwash are available in all 4 variants, Total, Nature, Care and Activefresh.

Lifebuoy Bodywash are international available in 4 while locally available in 2 variants.

Lifebuoy Shampoo (introduction)


Lifebuoy Shampoo was launched in 1997 as an Anti-Dandruff Shampoo.

Designed to suit the taste & preference of lower middle-class segment.

Marketed in South Asian markets, especially Pakistan & Sri Lanka.

Product characteristics
Anti Hair Fall, Anti Dandruff & Herbal.

Available in 200 ml, 400 ml and sachets.

Packaging is average straight bottle.

Fragrance used is fast with high fruity notes

Price comparison with competitive market shampoos in 200 ml


Lifebuoy Shampoo 200ml Bottle = Rs. 97 to Rs. 99. NOW Rs. 115 (Price changed) 250 ml Bottle = Rs. 80. (Not available in 200 ml) 200 ml Bottle = Rs. 90. 400 ml Bottle = Rs. 150 (Not available in 200 ml)

Medicam Shampoo

Samsol Shampoo

Bioamla Shampoo

Product Promotion (T.V. Commercial of Lifebuoy Shampoo)


Script

Working mother & daughter. Sonita Marsal.

Identification

Theme

"Bahir se Long undar se Strong!"

Mother suggesting her daughter Lifebuoy shampoo, who is curious for her short length hairs.

This idea of mother daughter with long hair used in Bioamla in early 90s.

Target Market

Family segment

Growing girls segment

Lower middle class

Direct & Indirect competitors

Head & Shoulders Pears, Care, Medicam, Dabur Vatika, Samsol, Bioamla

Major players of shampoo segment


Unilever Sunsilk Lifebuoy Clear Head& Shoulders Pentene

P&G

Other

Finesse Pert plus

Public opinion (Most frequent replies)


Product adoption Majority infrequent users or discontinued the use Very few were regular users. Product Performance average / below average. None of the user rated higher. Future scope Not very optimistic Few were optimistic due to its lower price feature. Likes & dislikes Price-quality association (dislike). Low-price Branded shampoo.

Lifebuoys Positioning & Repositioning

Cheap due to low price. Low quality

New Lifebuoy Anti-bacterial Soap Competitive pricing Yet improved market segment

Cheap due to low price Low quality Lifebuoy shampoo

Old Lifebuoy soap

Sales percentages of shampoo segment

Sales average of Unilever brands

Conclusion & Recommendation


Under positioning (Conclusion)

Brand Repositioning (Recommendation)

Thank you

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