BEG & CR G-3

Harshitha -19141
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Unilever’s Lifebuoy in India:

Implementing the Sustainable Plan
Case Facts- Unilever
• Unilever is a British-Dutch transnational consumer goods company co-
headquartered in London, United Kingdom, and Rotterdam, Netherlands.
• Unilever is organized into four main divisions: Personal Care, Foods
,Refreshment and Home care products.
• In 1931-Hindustan Vanaspati Manufacturing Company,
• 1933- Lever Brothers India Limited
• 1935-United Traders Limited
• 1956- HUL
• 2000 suppliers, 4000 redistribution stockists, 6.3 million outlets and 250 million
rural customers
• Honored as the Golden Superstar Trading house by Government Of India
• India post released a first cover on company’s programme
LIFEBUOY
• Established In 1895
• Owned by Unilever Plc., the parent company of Hindustan Unilever Ltd
• Has 18% market share in the bathing soaps category, worth Rs6,000 crore.
• Lifebuoy landed on Indian shores in 1895, when the country was in the grip of a
plague epidemic.
• In 1995, as Lifebuoy celebrated its 100th year anniversary on the Indian Market.
• India’s oldest personal wash brand
• Always stood for health and hygiene, delivered through germ protection.
• Had stagnant market share
• Stood for its health – plate-form
• Was brick red in color with carbolic ingredient
 INDIA MARKET OVERVIEW
Social Economy Class India

> 30.800 Elite 2%

Household Income
15.400 – 30.800 Affluent 4%

7.700 – 15.400 Aspires 8%

Next
2.300 – 7.700 Billion 42%

<2.300 Strugglers 44%

Rural vs Urban India Maps

Rural India Urban India

• 83.3 crore live in • 37.7 crore live in

rural areas urban areas
• Poor sanitation • Overcrowding
• Poverty • Water quality
• illiteracy • Waste disposal
THE SOCIAL BENEFIT
Reduce child mortality in India is social benefit that
Lifebuoy want to achieved through “hand-washing”
program Marketing Program with Social
William Hesketh Lever Benefit
“I believe that nothing can be greater than
a business, however small it may be, that is
governed by conscience”
-doing good by doing well-
Help reduce child mortality in India

Child Mortality Cause in India

“Hand-washing” program

To prevent respiratory infection and

diarrheal as germs generated diseases

Perinatal Conditions
Respiratory Infections
Diarrheal Diseases
Parasites Diseases
ill Defined Conditions
Unintentional Injuries
Nutritional Deficiencies
Malaria
Congenital Anomalies
Others
DOUBLE CHALLENGES
Singh had to achieve 1 billion global sales in 2015 while Sitapati
obligated to achieve 450 million behavior-change target in 2015

2010 2013 2013

CEO UNILEVER Global Brand VP Category Manager Lifebuoy

Paul Polman Samir Singh India
Sudir Sitapati
Unilever Sustainable 2015
Living Plan 2015
-2020- Increase Lifebuoy
halve the environmental Global Sales to 1
1
footprint of its products Billion
Bring “hand-washing”
help 1 billion people
as behavior-change to
2 improve their health and Volunteered Lifebuoy to 450 million of people
wellbeing fulfill USLP 2 target in INDIA
source 100% of its
3
agricultural raw materials
PROGRAMS
Lifebuoy still facing challenges even after a series of relaunch &
repositioning

2000 2002-2005 2009-2012 2013-2015

Shakti Ammas Swastya Chetna Singh’s Initiative What’s Next?

distribute Educate school
Educate mothers
Lifebuoy’s value children by
that lifebuoy can
while selling delivering health
protect their
Lifebuoy’s bar and hygiene
family from flu
soap with message through
to diarrhea
smaller size quiz

No significant 79% parents and Global sales

difference 93% children increase 17% SUSTAINABLE
UNSUSTAINABLE
wash hands but and gross profit STRATEGY
didn’t last increase 22%
WHAT’S NEXT?
In order to achieve the behavior-change target…..
Allocated Lifebuoy Target in India
2010 2011 2012 2013 2014 2015

“Hand-wash” behavior- “Hand-wash”

change reach 30 million behavior-change 403 million people achieved
people reach 17 million
people

Integrated Behavior-Change Marketing Effort

Pre-
Knowledgeable Practicing Maintaining Advocacy
knowledgeable

Awareness Educate Commitment Leverage

TVC Workshop Follow-up Program Word of Mouth
Banner Demonstration Monthly Visit Ambassador
“Global Hand-
TVC “Chamki” MP Partnerships
Washing Program”
KKD Outreach
LIFEBUOY BEHAVIOUR-CHANGE PROGRAM
Sitapati had to choose which program that should be implement in India

MARKETING PROGRAM THAT IMPLEMENTED IN INDIA BY SITAPATI IN ORDER TO

REACH 450 MILLION BEHAVIOR-CHANGE…

KKD RURAL OUTREACH MP PARTNERSHIP URBAN LIQUID

PROJECT SCOPE PROJECT SCOPE PROJECT SCOPE

 Rural area  Rural area  Urban area
 Housewives  School children  School children
 Multi brand  Lifebuoy only (unbranded)  Lifebuoy only (branded)
 Teams visiting  Partnership with school, MP  Partnership with school, MP
 Small workshops at local space (Glo- government, and UNICEF government, and UNICEF
germ demo, TVC, video game,  “school of five” held in public school  “school of five” held in public school
prizes)  Hand washing program  Hand washing program
 Door to door selling  Train teacher and set cascade  Train teacher and set cascade
 Product placement at village shops program to 3 other school program to 3 other school

Case Brief
IMPA
CT
Thank you &
Happy hand
wash