Swot Analysis Of Lifebuoy

6.0 Competitor Analysis
6.1. Rivalry among Competing Firms:
Rivalry among competitors is very vicious. There are the occasional patrons because the business is highly dispersed and the competitors try to seize their share of market. The Competition uses all sorts of maneuvers and deeds that ranges from rigorous advertisement crusades to profile-raising stuff and price wars. Hence the intensity of rivalry is very high.
6.2. Potential Entry of New Competitors:
There is no means of control over the entry and exit of new firms, therefore the resistance is very low. This industry is structurally so complex that new firms can easily overtake existing players and offer serious competition that is caused due to cost effectiveness. Hence potential

The competitors of Lifebuoy are strong and have made their presence known. The company has a concentrated segmentation that leans towards the lower and middle class. There is significantly lower market penetration in urban areas, even though almost half the population is either lower or middle class. The mother company, Hindustan Unilever (HUL), have branched out in many avenues. This makes it slightly more difficult at times to manage so many branch revenues and profits for all. Lifebuoy, even though have an extensive distribution mix, cannot always connect to their consumers due to many reasons. They had also initially started as a masculine soap brand. Even though it was converted, eventually, to a family soap. Women, especially, do not consider it to be a beauty soap and mostly use it as a hand wash. Another reason is also the ever – changing consumption pattern of people. They have invested heavily for advertisement and have redirected some of their resources towards advertisement, even though it was not required. According to Unilever’s financial statements 2010, only the 25 top brands account 73% of the turnover. (Unilever finance report,

By focusing on segmented parts of the market and differentiating itself from others through innovation while maintaining its core philosophy the brand continues to present itself with a valuable opportunity where it can penetrate and dictate it 's position on the market by gaining competitive advantage over others. Therefore it is recommended that Lifebuoy maintains it 's basic philosophy of Hygiene and health solution soap bar at Affordable prices as it continues to serve the company well and help create solid ground for a long and lasting journey in an ever so versatile and dynamic market. It is also recommended that the Brand continues to expand its horizons by reaching out to markets in developing countries in other remote areas of the world. For instance in some countries of Africa where people are in need for affective hygiene and health products at prices that can serve those who earn much lower incomes. Last but not least, a final recommendation lays on the necessity for Lifebuoy to seek constant product development and innovation through R&D (Research and Development) in order to stay up to date and continue to seek excellence in maintaining a perfect combination of quality and