Lifebuoy "Swasthya Chetna": Unilever's Social Marketing Campaign

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Case Details:

Case Code : MKTG147
Case Length : 21
Pages Period : 2001-2006
Organization : Hindustan Lever Limited / Unilever
Pub Date : 2006
Teaching Note : Available
Countries : India
Industry : FMCG

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Please note:

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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Excerpts

Background Note

Hindustan Vanaspati Manufacturing Company, the first Indian subsidiary of Unilever was established in 1931. (Refer to Exhibit III for a brief note on Unilever). However, many of Unilever's popular brands like 'Lifebuoy', 'Pears', 'Lux', 'Vim', and 'Dalda'were already available in India...

Lifebuoy and Health

Lifebuoy was initially launched in India in 1895, within one year of its launch in the UK. It was the flagship soap brand of Unilever (Refer to Exhibit V for Lifebuoy's logo). In the 1930s, Unilever started the “Clean hands help guard health” campaign in the US to encourage consumers to make their hands germ-free by using Lifebuoy...

Initiating a Behavior Change

It is estimated that across the world, diarrhea results in the death of about 3 million children each year. In India, around 600,000 children die every year on account of diarrhea. Diseases like diarrhea also lead to loss of workdays that directly affect labor productivity in rural India...

A Multi-Phase Interactive Program

Initially, the objective of trying to change the behavior and attitudes of rural consumers proved to be a tough challenge...

Impact Of The Program

In 2003-04, the sales of Lifebuoy grew by 20 percent. According to Unilever, the sales of Lifebuoy were showing “directly attributable growth” as sales from the eight states where the program operated was particularly strong...

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