When HLL introduced Lifebuoy in the Indian market in 1895 (110 years ago) it was positioned as the soap

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• Marketing Management
•  
• Case Study (20 Marks)
• When HLL introduced Lifebuoy in the Indian
  market in 1895 (110 years ago) it was positioned
  as the soap that would destroy germs and keep the
  body healthy. The brand found the going tough
  especially in rural markets where most people
  were accustomed to without any soap. HLL then
  decided to project lifebuoy as soap for hand
  wash. The approach seemed is pay off. By 1900
  Lifebuoy had established itself as soap for hand
  wash. At this stage, the brands inherent
  properties were expanded and lifebuoy was
  repositioned as bath soap.

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• Health remained the benefit proposition.
  Where there is lifebuoy, there is health,
  become a popular jingle in rural India. The brand
  was also projected on the plank of economy. Much
  later, in 1964, the brand was relaunched with a
  change in shape and wrapper design. Lifebuoy
  started associated with sports. The health and
  body fitness dimension got reinforced HLL had
  many requirements to meet. It had to tap same of
  the emergency market needs. It had to play down
  the image of lifebuoy as villagers soap and it
  had to embrace to earnings from lifebuoy brand in
  the long term. HLL decided to meet these needs
  through line extensions such as Lifebuoy
  personal, Lifebuoy plus, Lifebuoy gold, liquid
  lifebuoy and lifebuoy active.

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• Answer the following question.
•  
• Q1. How did HLL Position lifebuoy in the
  beginning?
•  
• Q2. What was the geographical focus and why?
•  
• Q3. Explain why the brand was going tough in the
  market?
•  
• Q4. What are your views about HLLs building line
  extensions?

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