LIFEBUOY
Table of contents
I. Introduction
II. Marketing environment
III. STDP
IV. Marketing mix (4Ps)
V. SWOT analysis
VI. Suggestions
I, Introduction
1. History of Lifebuoy
Lifebuoy – Journey in Vietnam
Founded: In 1894, with a mission to improve hygiene and public health.
Entered Vietnam: In 1995 under Unilever Vietnam
Among the first brands in Vietnam, quickly gained leadership thanks to
high-quality, affordable products.
2. Mission and Vision of Lifebuoy Vietnam
Mission "For a Healthier Vietnam"
Educate 25 million Vietnamese on hand hygiene by 2025
Maintain position as #1 antibacterial soap brand globally.
3. Market share of Lifebuoy in Vietnam
and competitive position
E-commerce Growth
Achieved 19% revenue growth
(May,2023)
9/10 best-selling products on
online platforms belong to
Lifebuoy
Strong brand presence in digital
channels
II, Marketing
environment
analysis
2.1
Microenvironment
Suppliers
Marketing intermediaries
Customers
competitors
On September 21, 2010, Unilever and Vietnam National Chemical Group (Vinachem)
signed a Memorandum of Understanding (MoU) to strengthen their supply
relationship.
Suppliers
Marketing intermediaries
Customers
resellers
retailers
wholesalers
resellers
E-tailers
Modern
distribution
channels
competitors
retailers
The retail store system remains dominant in Lifebuoy’s distribution strategy, with nearly 130,000 retail stores
selling the brand’s products.
Modern distribution channels
e-tailers
Suppliers
Marketing intermediaries
Customers
competitors
Consumers are becoming increasingly aware of health
and hygiene
Target audience: Households, especially mothers and
homemakers who care deeply about protecting
families from bacteria and preventing diseases
Suppliers
Marketing intermediaries
Customers
competitors
2.2
Macroenvironment
demographic
natural
demographic
Climate and Disease Risk
natural
rising Environmental Awareness
Average temperature ranges from 2227°C with high humidity.
84% of Vietnamese consumers are willing to
pay more for sustainable products
The rainy season (May–October)
increases the risk of waterborne
diseases.
In urban areas, up to 95% consider
environmental factors in purchasing decisions
Natural Disasters
Healthcare Gaps
Frequent natural disasters (storms,
floods) disrupt access to clean water.
WHO reports nearly 50% of Vietnam's
healthcare facilities lack stable clean
water supply, making hand sanitizers
essential.
III. STDP
3.1 Segmentation
Demographic
Psychographic
Behavioral
gender: Both men and women
Vietnam’s population
exceeds 100 million
Lifebuoy places greater emphasis
on female consumers, particularly
mothers and homemakers
age: 25-45
Family status
a period when consumers are
highly conscious of hygiene and
willing to spend on personal care
products
households with young children
and elderly members are key
customers
3.1 Segmentation
Demographic
Psychographic
busy individuals with fast-paced lifestyles
health-conscious individuals
Tradition & Cultural-Oriented Consumers
Behavioral
3.1 Segmentation
Demographic
advertising impact
sought-after benefits
usage habits
Psychographic
Behavioral
3.2 Targeting
households
(homemakers and families with young children)
3.3 Differentiation
The active involvement in social campaigns and public health education, especially targeting children and
rural populations
3.3 Differentiation
“Vì một Việt Nam vững vàng và khỏe mạnh” campaign, launched in
collaboration with the Ministry of Health and Unilever.
3.3 Differentiation
nearly 40,000
hand sanitizers
and antibacterial
soaps
“Vững vàng Việt
Nam” program
3.3 Differentiation
3.4 Positioning
Criteria
Antibacterial effectiveness
More affordable price
More diverse product portfolio
Stronger reputation
Ongoing innovation
III. Customer
Behavior
III.Customer Behavior
Environmental
Influences
Strategic mix of product variety, affordability,
and strong retail distribution (offline &
Vietnamese Consumer
Profile
Decision-Making
online)
High visibility through TV, social media
(TikTok, Facebook), and public health
campaigns
Seasonal promotions boost engagement,
especially during Tet
Consumer Responses
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