Doing Good and Doing Well :The Case of Lifebuoy Berbagi SehatBINUS BUSINESS SCHOOLGroup 2 : Business EthicsBrendaHendrianaJefriPramita Wardani
“Lifebuoy brand core is consistent to become the champion in health and hygiene, it also promised of protection and a commitment to “ support life through unbeatable protection.1984
“ ULI success strategy is to required the highest standards of corporate behavior towards everyone worked with, the environment where the community grew with, where it was the road to a sustainable profit growth, long-term value for its “ shareholders, people, and business partners“ ULI do market researching to capture the insights of the customer motivational and buying habits. It helps the “ company to develop innovative initiatives and marketing activities.
Target Group Partners Principles The elements of Lifebuoy berbagi sehat“ INNOVATION – ACTIVATION - COMMUNICATIONLifebuoy Berbagi Sehat is a program to build knowledgeand encourage good hygiene habits among theIndonesian public .The idea background : too manyIndonesians still suffer life-threatening diseases. “
Focus Campaign : Children Programs : Donation program Focus Campaign : Public 1000 latrines Programs : School visitation Distributing health bookletLBS 1 Hand washing ambush to mall, food courts and restaurant LBS 2 Focus Campaign : Media + Schools (Teacher +Students) Donation program Terimakasih School road show Teacher Seminar and teacher as an influencers Journalist writing LBS 3 campaign
Having Studied LBS 1, do you think LBS 2 and LBS 3 are goodstrategies? Why or why not?Please analyze then propose your recommendation for LBS 2 and LBS3 and the rationales behind. QUESTION NO 1 Yes the strategies in LBS 2 and LBS 3 was a good and right strategy that the company has ever done. The main point of this LBS strategy lies on the best strategies on how well the company since from the start to keep maintaining their performance, making their product as a society new life style, which means after they got a “brand image”, the image helps them to build customer new lifestyle, and as a results the company gain customer trustworthiness.
Having adopted the strategy, issues facing Lifebuoy were : “How dowe expand CSR as part of the brand identity and still beingfunctional? What do we strike the balance?” (Between doing goodfor others and the business case?) And what are the predicaments?Please elaborate your views. QUESTION NO 2 “Shifting your mindset from safeguarding your reputation to reinventing your business in ways that make a real difference to society” ( Zimon Zadek, Harvard business review). What ULI has done in terms of CSR of course will have a good results for the company brand identity, and if the brand identity can both bring profit to the company and society, so it means this company is a real market leader.
In general, what do you think of the statement : “Doing good anddoing well?” Do you think the concept of CSR is tarnished? Or do youbelieve there should be a business case to any CSR Program? QUESTION NO 3 The concept of CSR prominently is not a tarnished things, as long as the company run it without a reason behind, just like what ULI has done. They were implementing a CSR as part of their company values, especially because they were in a business of consumer goods, so doing a CSR was a good decision they have done. In this case, there’s nothing such an ethically wrong in “doing good and doing well”.