Hindustan Lever Limited (HLL) has relaunched its leading soap brand Lifebuoy in the mild soaps segment. The relaunch has also puts an end to the carbolic segment of the soap market in the product category, since 90 per cent of this segment was conventionally retained by Lifebuoy.
According to company sources, Lifebuoy liquid, targeted at a relatively niche market—will be relaunched soon. The rationale behind this move is to offer enhanced value proposition to the focussed consumer segment and make an effort to trigger the mobility of the brand.
Breeze, Lifebuoy and Wheel are the three power brands from HLL’s rationalised brand portfolio.
To strengthen the brand attributes the company will also launch a rural contact programme soon. Television commercials, are slated to be released in the near future where the entire communication dynamics will veer around health as a core proposition for brand leveraging.
Source: Financial Express