Professional Documents
Culture Documents
PRESENTED BY: Prachandip Taujale Sabitra Shrestha Sheela Bhandari Sujata Manandhar MBA Term IIIIII
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History
Hindustan Vanaspati Manufacturing Company, formed in 1931. In1933-Lever Brothers India Ltd. was set up followed Traders Ltd. In1956- merged to form HLL. In1990- consolidated its leadership position in the FMCG market. In 1998- launched Project Streamline
History
In 1998 -initiated a rural home to-home effort Project Bharat In 2001- introduced a rural initiative called Project Shakti In 2002- started LSC for promotion in rural areas. In 2003- engaged in I-Shakti that provided solution to requirement of rural people. In 2005-launched a water purifier product in India.
Background
Lifebuoy ,a leading soap brand manufactured and marked by Hindustan Lever Limited. First brand in India to be featured on a postal cover. Increase awareness about health and hygiene through Lifebuoy Swasthya Chetna program. One of the worlds largest self-sustained and self-funded hygiene promotion projects.
Lifebuoy - Indias leading health soap brand - Role in propagating health & hygiene awareness in villages
Health Check- up
Health Check- up
Healthy Family
Unilever Asian CSR Awards - Winner in the health category in AsiaAMET for Pan Asian Lifebuoy Hand wash program
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Positioning of Lifebuoy
HLL started the Lifebuoy Swathya Chetna program with a new brand vision for Lifebuoy Positioning of Lifebuoy as a soap that kills germs and an affordable prevention tool
association with global handwashing.mp4
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Exposure 3 Reinforcement
Periodic contact with the villagers
Conducted a Swasthya Diwas event for parents and the other villagers
Health Education Session where the benefits of hand washing were reinforced
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Campaign reached
70 million people, including 20 million children- by 2004 around 18000 villages- by 2005 In 2006 alone it contacted 10000 villages in UP, MP, Jharkhand &Bihar Increase in sales by 20 percent2003-04
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Public-private relationships
The Accolades
Program received positive coverage
Some Criticisms
Target market as Kerala Protest from anti-globalization activists More related with earning profits Emphasize more on the product selling than saving life
Some Criticisms
Potential adverse effect on the local soap industry Failed to make headway with government of Kerala sales promotion.3gp
Outlook
LSC regarded as Indias single largest health and hygiene education program by 2005.
LSC succeeded in getting its health and hygiene agenda rolling in more than 17000 villages.
LSC program was extended to another 10000 villages in the eight states by 2005.
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Outlook
Unilever- explored the commercial viability of its Pureit water purification product in India.
WHO estimates that 80 percent of all diseases in developing and emerging countries are water-related, including cholera and typhoid.
Many analysts felt that PPPs like LSC could solve many problems in the world.
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Outlook
In this case, the private sector interest was to expand the market for soap while the public sector interest was in promoting health.
Companies are gradually moving away from corporate philanthropy to PPPs that increased the financial bottom line of the company, while providing benefits to the society.
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