SWOT Analysis: Getting to Know about SWOT Analysis of Lifebuoy
Unilever's Lifebuoy is one of their oldest products. Lifebuoy was the first soap to contain the disinfectant carbonic acid, giving it a strong medical aroma and a bright red hue. Lifebuoy is one of the top 15 global brands and has been a billion-dollar brand for many years.
Strengths in the SWOT Analysis of Lifebuoy :
Brand Credibility
Lifebuoy has been in the market for more than 100 years and has earned the trust of its clients. It has gained credibility and a dedicated consumer base thanks to its health-focused approach and communication.
Medicinal approach:
Lifebuoy has positioned itself as a product with a medicinal approach that can fight germs while also providing a healthy disinfecting bathing soap.
Affordable:
Lifebuoy is available at a variety of prices to appeal to a wide range of consumers, particularly rural markets.
Exceptional Distribution:
Lifebuoy has a powerful global distribution network that allows the product to reach even the most remote parts of the globe. Lifebuoy has made a specific effort to be present in rural markets, where the product is in high demand.
Extension of the Product Line:
Lifebuoy has effectively expanded their product line by introducing popular items such as hand wash, body wash, and hand sanitizer. This has aided Lifebuoy's revenue growth.
Product of Unilever:
Lifebuoy has a competitive advantage thanks to Unilever's arsenal, which helps it with distribution as well as financing.
Awareness campaigns with a social message:
Lifebuoy has launched a number of public awareness initiatives, all of which have a social message. A great example of this is Lifebuoy's "hath dhoye kya?" program, which focused on proper hand washing during the Kumbh Mela in India.
Lifebuoy's Weaknesses in the SWOT Analysis:
Male-centric brand perception:
Lifebuoy is viewed as a male-centric brand, despite Lifebuoy's efforts to project the brand as a family brand.
Not well-liked in city markets:
While the brand has priced the product to be accessible to all markets, particularly rural ones, its urban market penetration is minimal.
Assumption of being a lower-quality product:
Lifebuoy is regarded as a subpar product due to its low costs and image of "not being beauty soap."
Opportunities in Lifebuoy's SWOT Analysis:
Increasing disposable income:
As people's disposable incomes rise around the world, it's projected that consumption in the FMCG business would rise as well, resulting in increased sales.
Promote Lifebuoy with a message:
By promoting its products, Unilever has focused on offering social messages. Lifebuoy is another example of a product that has been marketed with a social message. Furthermore, Lifebuoy should embark on missions to combat worldwide epidemics.
Raising health consciousness:
Globally, there is a rise in health awareness, which may provide Lifebuoy an advantage due to its disinfectant composition.
Threats in Lifebuoy's SWOT Analysis:
Intense competition:
Lifebuoy has stiff competition from a variety of domestic and international brands, including Dettol and Savlon. Market share is affected by fierce rivalry.
Cannibalization of the Market:
Lux, Dove, and other Unilever products fall into this group. Despite the fact that all of the products are targeted at separate market categories, they cannibalize each other on a micro level.
Increasing awareness of Herbal products:
Globally, people are becoming more aware of herbal-based products. This may have an impact on Lifebuoy's market, given it is mostly a chemical-based product.
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