Business Case Studies, Positioning, Repositioning, Reverse Positioning Strategies Case Study, Unilever in India - Giving a New life to Lifebuoy

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Positioning, Repositioning, Reverse Positioning Strategies Case Study

Case Title:

Unilever in India - Giving a New life to Lifebuoy

Publication Year : 2006

Authors: Ms Shital Vakhariya & Ms. Mridu Verma

Industry: Home Appliances and Personal Care Products


Case Code: POS0028P

Teaching Note: Available

Structured Assignment: Available

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Hindustan Lever Limited (HLL), the Indian subsidiary of Unilever, was the country’s largest fast moving consumer goods (FMCG) company. HLL had extended many of its popular brands with varying degree of success. After a phase of stagnant growth for over a decade, HLL, decided to re-position Lifebuoy from health bar soap to up-market family bath soap. It also extended its product range to give new life to Lifebuoy. The case discusses the new positioning strategy and discusses the possibility of cannibalisation of HLL’s existing products.

Pedagogical Objectives:

  • To discuss the growth strategy of HLL
  • To understand the factors leading to the stagnant growth of Lifebuoy
  • To discuss the re-launch strategy to increase the sale of Lifebuoy
  • To evaluate the brand extension strategy of the company.

Keywords : Soap, Lifebuoy, Market Share, Brand Extension, Strategies, Value for money, Marketing Strategies Case Study, Social Awakening, Competitors, Market Share, Curved Shape, Re-launch, Lifebuoy Mix, Natural Ingredients, Target customers, Unilever


  • Introduction
  • Background Note
  • Lifebuoy
  • Relaunching Lifebuoy
  • Lifebuoy's Brand Extension
  • Looking Ahead

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