Abstract

Hindustan Latex Ltd. (HLL) is a Government of India undertaking under the Ministry of Health and Family Welfare. In 1992, HLL set up a trust - Hindustan Latex Family Planning Promotion Trust (HLFPPT) — to implement various Social Projects with the objective of bringing about planned behavioral changes among people living in some of the remotest areas in India. The caselet describes how HLFPPT took their services to every corner of India. It also explains how the principles of commercial marketing are incorporated in the social marketing efforts of HLL.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Promotional activities for social marketing projects
• Incorporation of commercial marketing principles in social marketing projects
• and Social franchising for social marketing projects.

Keywords

Social Marketing, Hindustan Latex Ltd. (HLL), Hindustan Latex Family Planning Promotion Trust (HLFPPT), Chhota Sansar Project, Sukhi Sansar Project, Project Khushhali, Sukha Parivaram, Community Based Social Marketing Projects and Vanita Clinics