Social Marketing Initiatives of Hindustan Latex Family Planning Promotion Trust*

Details

Case Code : CLCB049
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 05 Pages
Price : Rs. 100

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Key words:

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

Note

* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

 

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.

Issues: » Promotional activities for social marketing projects » Incorporation of commercial marketing principles in social marketing projects » Social franchising for social marketing projects The Hindustan Latex Ltd. (HLL) is a Government of India (GOI) undertaking, under the Ministry of Health and Family Welfare. In 1992, HLL set up a trust, the Hindustan Latex Family Planning Promotion Trust (HLFPPT), to implement various Social Projects with an objective of bringing about planned behavioral changes among people in some of the remotest areas in India.

Since its establishment, the HLFPPT has been undertaking all the social marketing operations of HLL. "Social obligation is as important as making profit," said Raj Mohan, CMD of the HLFPPT...

Questions for Discussion:

1. Explain how the various initiatives of the Hindustan Latex Family Planning Promotion Trust (HLFPPT), helped it to achieve its objective of being a professionally led organization, offering innovative solutions for better health.

2. In order to be successful, social marketing should use the strategies of commercial marketing. Critically evaluate this statement in the light of the HLFPPT experience.