COPYRIGHTED @ AJAZ ONLY

1. A CASE STUDY ON HUL &
SOAP MARKET
Designed and prepared
by
AJAZ UL ISLAM
student SMVDU

2. HUL PRODUCT LINE
HOME & PERSONAL CARE

3. ORAL CARE

4. SKIN CARE

5. LAUNDARY

6. DEODRANT & COLOR
COSMETICS

7. AYURVEDIC & PERSONAL
CARE

8. COFFEE &TEA

9. FOODS

10. WATER

11. CAUSES OF
DIARRHEA
• Lack of sanitation facility.
• 26% of the urban Indians (173million) and 74% of
rural Indians (492 millions) do not wash their hands
with soap daily.
• Less then 29% of the Indians have access to modern
sanitation facilities.

12. Hand wash as a preventive
measure:
• WHO---washing hands with soap reduced diarrhea
attacks by 48%.
• Although the penetration of soap in Indian market is
very high with 95% of Indian household owing soaps
, 665 million Indians do not use soap everyday out
of these 26% are Indian and 74% are rural.

13. May 02,2012 Revenue from selling soaps and detergents rose 29 percent to 28.3 billion
rupees in the fourth quarter. In the detergent portfolio, Surf, Rin and Wheel reported a
double digit growth while in the soap portfolio Lux and Lifebouy grew in double digit.

14. Why the problem still
prevails????
 Disease fell into multiple domain of
ministers of public health
 Attention paid to hot issues like HIV
 Behaviour programs to address
diarrheal disease are difficult to design
and implement.
 Dispersed population

15. How to mitigate the
problem….
 Deep experience in conducting and
analysing consumer research to
identify behaviour.
 Expertise to craft communication
messages and direct contact
programs.
 Strong brands that can serve as
routes for driving behavioural change.
 Vast distribution network.
 Global reach.

18. The largest soap manufacturer
in India

19. HLL’s ability to reach the
masses

20. HLL’s formula is working

21. BUSINESS OPPORTUNITY
THROUGH HEALTH
HLL accounts 60% of the soap sales in India

22. Leverage Health Messages through the
Global Public-Private Partnership for
Handwashing with Soap

23.  HLL learned of PPP being developed between the World
Bank, Water of Sanitation program , London School of
Hygienic and Tropical Medicine , UNICEF, USAID and
Environmental Health Projects.
 The structure for the program was based upon the
successful Central American Hand washing Initiative , a
public private Partnership that united four corporations:
1. La Popular.
2. Colgate-Palmolive
3. Unilever
4. Punto rojo

24.  First program needed scientific credibility
and leadership in understanding the
fundamentals of hand wash on health and
hygiene.
 Team requires expertise in behaviour
change and marketing.
 In order to reach the entire population with
hand wash communication the PPP
needed government support to utilize
existing infrastructure channels.

25. KERALA
PROGRAM
 It was divided into four parts:
1. Mass media campaign.
2. Direct contact campaign.
3. Evaluation.
4. Communications development.
Only 42% mothers used soaps after using toilet.25% used
soap after cleaning up a child . 11% used soap before eating
and 10% used soap before preparing food. 70% of
household would be reached 43 times a year via mass
media.35% of household would be reached nine times a
year through the direct contact

28. HLL and PPP:
 Aim: to stimulate demand for soap through
education campaigns.

29. LIFEBUOY

30. It was created in 1894 by mixing the
residues of sunlight detergent and
cresylic acid to create a strong soap.

31. Launched in 1895 in U.K.
Introduced in 1935 in India.
1964 saw the re-launch.
Initial jingle “Tandurusti ki raksha…”
to “Koi Dar Nahi”.
New launches of Lifebuoy clear skin & active soap.

32. In the 1960 the message was introduced through
the sports idiom and the target group were the
Indian male of age group 18-45 with a medium
household income of Rs 2000/month.
This person is an average farmer living in the
town of 100000 or less .
1986 sales exceeded 100000 tones and 70% of
revenue was from rural areas

33. Competition Faced from cheaply priced beauty bar
segment
Brand revitalization on a health
Platform.
Introduced talc and shampoo
also.
Provided information how
soap can help u to improve
your health
Compared cost of soap with
cost of health.

34. Product cost and marketing
strategy
Carbolic smell
…………………………………………..fragrant smell
Hard soap
……………………………………………………mild
soap
Added Triclosan which further increased the
strength to kill germs.
Which was later replaced by name Active B
For this they incurred cost but since it was
introduced for masses They increased price from
Rs 8.50 to Rs9.50 and also made available in 60
gram packs of Rs 4.50

35. NEW COMMUNICATION CHANNELS
Multi contact programs and Swastha
chetna
HLL conducted research to understand rural
behavior.
Concept of cleanness in villages
5/13 before eating, 10/18 before preparing food.
Also alternatives were used
Consumers were not using the soap as they did
not know their hands are dirty

36. Ogilvy and Mather designed behavioral change
educational program
Communicate the ill effects of germs
Highlight active B
Messages was as under:-
 Invisible germs are everywhere.
 Germs cause disease common to rural families
including painful stomach, eye and skin infections.
 Lifebuoy soap with Active B can protect you from
germs.
 Wash your hands with soap to prevent infections.

37. HLL titled the program swasthya chetna
or
Lifebouy glowing health.
 It triggered the change to wash hands very
frequently. It included…
 Before eating.
 After eating.
 After using bathroom.
 After playing.
 For bathing.

38. Program designed : low cost , scalable and
sustainable
Initial cost was estimated to be 4000 per visit but proved costly. So
local filters were hired. a/v were used in only low cost props. It
reduced the cost to Rs 800/visit
since the program can not be started at once in the whole country
so certain areas were chosen. The areas were chosen on the basis of
 Per capita consumption per state
 States having strong loyalty to the lifebouy brand
 Reviewed districts to find which state has high number of
infrequent soap users and also which contributed high share to
lighbouy.
then they cross referenced the data and selected areas
with no accessibility of mass communication. Among those selected
the villages with middle schools so that it could gain entry to
community through local school system
At the end lifebouy selected 1000 villages in nine states. They hired
127 prson team to reach these areas . Due to low cast they expanded
to 70-80 million.

39. Initiation and information
Large scale propagation
Reinforcement and
propagation for sustainability.
Each exposure relies upon few key communication tactics
 Education
 Involvement
 Shock
 Reiteration
 Reward
These elements were structured in swasthya chetna visit.

40. Contact 1
School and village presentation.
 Raju’s story
 Facilitator demonstrates invisible germs
 Chanting slogans of “lifebouy helps to keep germs
away” and “swasthya chetna”
 Students where asked to prepare for skit on health
issues
Contact 2
Lifebouy village health day.
 Begins with health camp.
 Gives healthy children award

41. Contact 3
Diarrhea management workshop.
Dangers of diarrhea.
How it is caused.
Contact 4
 Launch the lifebouy health club.
 Formation of health club to carry the
hygiene activities.

42. Barrier Matrix:
Y
WORST GAMBLE
Low returns High returns
High risk High risk
BARRIERS
EXIT
STABLE BEST
Low returns LIFEBUOY
Low risk High returns
Low risk
0 X
ENTRY BARRIERS

43. BCG Matrix:
LIFEBUOY
This has become the citizen brand because it has gone
for mental control

44. Conclusion
Differentiating soap product on the platform
of health takes advantage of an opening in the
competitive landscape for soap.
Also many consumer believe a “visual clean
is a safe clean”
HLL through its innovative communication
campaigns has been able to link the use of
soap to a promise of health as a mean of
creating behavioural change and thus
increasing sales of its low cost , mass market
soap. Statistics from the world bank founds
that the when Indian population was evenly
divided into five socioeconomic quintiles ,
incidence of diarrheal disease was similar
across the quintiles

45. Incidence of diarrhea by socio
economic quintiles
Prevalenc Poores Second Middle Fourth Richest Populati
e of t on
diarrhea average
total 10.2 10.4 10.2 10.1 8.5 9.9
urban 4.9 12.0 9.0 9.5 8.0
rural 10.3 10.2 10.4 10.3 10.2

46. The Economist reported that in
England, fewer than one-half of British
mother washed their hands after changing
their children’s diapers. The growing
population in developing countries are at
risk from many of the same basic health
issues stemming from poverty & poverty
and its accompaniment of poor sanitation
infrastructure lack of access to the health
resources & inability to buy affordable
preventing measures. HHL build brand
equity around its ability to offer a better
quality of life through health.

47. Methods for increasing market
sales
HLL has helped create two
initiatives to spread health and
hygiene messages and expand the
soap market .

48. Comparison between PPP and swasthya chetna.
Health in your hands Lifebuoy swathya chetna
HHL visibility Not branded Branded
Scope Whole population, all Targeted population
segment
Method 4 contacts with school 7 contact with school
children .daily contact children . 1 contact with
with school hand wash community. 1 contact with
young mother.
Partners Local govt. health care Local government school
system . Other MNCs system
Total program cost (2002) $ 3,493,333.33 $ 695,652.17
(2003) $ 2000,000.00 $ 1,252,173.91

49. HHL total program $ 444,444.44 $ 1,252,173.91
HHL cost per head $ 0.015 $ 0.018
Scalability
2001 1st meeting Preparation
2002 Preparation India 40m in 10,000
villages
2003 Total 49.2m Total :100 m
Ghana (20.2) India ( 9states) 70m in
May be kerala(29m) 18000 villages.
Preparation for
bangladesh
2004 Total Total
Senegal 9.9 India (11 states) 100 m
Peru 26.7 Bangladesh
Nepal 23.9
China 1.12
Benefits Scales quickly can Branded targetted to
contribute money to largest growth segment .
those compaign

50. Impact on behavior change &
soap scales
 While scalability seems to be greater with the
PPP, direct benefit to corporate sales lie with
Swasthya Chetna. Through strategic
selection of villages , Swathya Chetna has
maximized use of limited fund to reach
targeted demographics to increase Lifebuoy
sales. Research showa that use of a brand
can help strengthen the health messages
being delivered by conveying quality ,
increasing customer confidence and ensuring
thaat messages are delivered in a non
patronzing or demeaning tones.

51. Developing the expertise to sell
health
HHL will undoubtedly continue to
evalute the advantage & disadvantage
of both program to promote hygiene
and soap as they move forward. Both
program combine partnership, health
education campaign and low cost
product in order to successfully
translate hygiene behaviour into
increased sales in a scalable way.

52. A central challenge in selling health is the
development of successful partnership
between private business & public health
offices and organization. Both groups need
to invest together to create the market for a
product . Both group are investing in &
addressing& government are interesting in
increased quality of life , while private
businesses seek increased earning.

53. .
Thank you