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Promotional strategy of Lifebuoy

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CELEBRITY ENDORSMENT

Amitabh bachan endorsing Dettol Brand associating Dettol with swatch bharath

Though lifebuoy has rarely preferred celebrities for endorsement, however it had tied up with the film for its brand promotion through the film KRISH.

RURAL MARKETING

Wall paintings in rural Parts for product awareness.

Direct contact with rural consumers by both the brands for active promotions.

Awareness drive in rural parts by Dettol

SINGLE UNIT DISCOUNTS OFFERS

Both the companies offering discounts on single piece of soap. Dettol tried to offer discounts through online coupons on its hand wash range of products. Lifebuoy offering discounts on trial packs in order to reach new customers who have never tried it.

PUBLIC CONTACT

Both the brands reaching out to the customers directly to help them try their range of products. “haath Dhoya Kya” campaign launched by Lifebuoy and similar campaign by Dettol.

MULTI PACK DISCOUNTS OFFERS

Beside offering discounts on single unit which are primarily aimed at gaining new customers, discounts on bundled pack have been offered by both the brands.

COMBO OFFERS WITH OTHER PRODUCTS

Lifebuoy being part of HUL family was offered with combo offers. The other products of combo carefully selected which are part of daily use and whose purchase is certain. Thus the customer who has never used hand wash is forced to buy it.

Dettol , however offers soap free with its hand wash pack.

CSR ACTIVITIES

PRINT ADS

A comparative ad by lifebuoy that projects its product superior to its counterpart.

Dettol printing its discount coupons in print media

Dettol being projected as a complete family hygiene solution provider.

YOUTUBE LINKS FOR COMMERTIALS

1 https://youtu.be/FPmWyz9ehbA2 https://youtu.be/QJBeOl3kHUs3 https://youtu.be/MOBvRAryku04 https://youtu.be/-DnHUkFw8005 https://youtu.be/-v3IOMAPaLo6 https://youtu.be/jTnbZZEQEVQ7 https://youtu.be/s0_h2b8ZD-M