Abstract

The caselet provides details about Hindustan Lever’s comprehensive re-launch exercise of its personal care brand Lifebuoy. The caselet throws light on factors that led HLL to re-position the 100-year-old brand. The caselet then outlines the marketing communications strategy adopted by the company to promote the brand. Finally, the caselet describes in detail the communications campaigns launched by HLL.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Marketing communications planning process
• Significance of a situational analysis in marketing communications planning
• Effective use of direct marketing and mass media advertising in rural marketing
• and Challenges faced during re-launch of well-established bra.

Keywords

Lifebuoy, Brand Re-launch, Mass Appeal, Carbolic Soaps, Media Penetration, Purchase Decisions, Masculine Image, Personal Hygiene Platform, Family Health Platform, Packaging, ‘Lifebuoy Swastha Chetana’ and ‘Healthy Hindustan