Lifebuoy "Swasthya Chetna": Unilever's Social Marketing Campaign |
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Abstract:
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. 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) |
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