Lifebuoy "Swasthya Chetna": Unilever's Social Marketing Campaign
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
| Case Code |
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MKTG147 |
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra
ThemesMarketing Mix, Positioning, Brand Management, Corporate Social
Responsibility |
| Case Length |
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21 Pages |
| Period |
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2001-2006 |
| Organization |
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Hindustan
Lever Limited / Unilever |
| Pub Date |
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2006 |
| Teaching Note |
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Available |
| Countries
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India |
| Industry |
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FMCG |
Abstract:
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Lifebuoy's “Swasthya Chetna” (LSC) was a five-year health and hygiene education
program initiated by Hindustan Lever Limited (HLL), the Indian arm of the fast
moving consumer goods (FMCG) major, Unilever. The program was formally launched
in 2002, in eight states across India.
The objective of this program was to
educate around 200 million people in rural and urban areas about the importance
of adopting good 'health and hygiene'practices. The program spread awareness
about germs and their adverse effects on health, and how proper 'health and
hygiene'practices, such as bathing and washing hands with soap could prevent
diseases like diarrhea.
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According to HLL, LSC was not a philanthropic activity, but a marketing program with a social benefit. HLL sought to grow the Lifebuoy brand in India by attracting those consumers who never used soap. In the process, the company sought to bring about a behavioral change by convincing people to use soaps more frequently, thus creating more users for its brand. This program was also seen as a successful case for public-private partnership.
Issues:
» Understand the rationale behind the Lifebuoy “Swasthya Chetna” initiative by
Hindustan Lever Limited (HLL) in India.
» Understand the issues related to brand management and repositioning in the
personal wash soap segment in the fast moving consumer goods (FMCG) industry in
India.
» Appreciate the role of public-private partnerships as a win-win situation for
private entities, governments, and individual consumers.
Contents:
Keywords:
Lifebuoy's “Swasthya Chetna”, Hindustan Lever Limited (HLL),
Unilever, Fast moving consumer goods (FMCG) major, Personal Soap Wash, Rural
Social Marketing Strategy, Advertising Campaign , Sales Promotion, Marketing
Mix, Brand Management, Repositioning , Behavioral change, Corporate Social
Responsibility, Media Channels, Global Public-Private Partnership for
Handwashing with soap (GPPP-HW)
Lifebuoy Leaves its Stamp on India
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