2. HINDUSTAN LEVER LIMITED
• HLL is the largest soap and detergent manufacturer in India with a
market share of 62.8%.
• HLL’s mission outlines a broad philosophy of serving all Indians
across all spectrums: wealthy and poor, rural and urban.
• HLL employs more than 100 scientists to develop new consumer
goods and pioneer efficiencies in manufacturing.
• Products are manufactures in almost 100 locations throughout the
country.
• HLL reaches into all villages with more than 2000 people and
continues to expand its market reach.
• Project Shakti
• AIM: to stimulate demand for soap through education campaigns.
3. LIFEBUOY
• Created in 1894 by mixing there sidues of sunlight detergent and
cresylic acid to create a strong soap.
• Launched in 1895 in U.K
• Introduced in India in 1935 & In1964 saw the re-launch.
• Initial jingle “Tandurusti ki raksha…”to “Koi Dar Nahi”. New
launches of Lifebuoy clear skin & active soap.
• 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
• 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.
4. INTRODUCTION OF CASE
• Differentiating soap product on the platform of health
takes advantage of an opening in the competitive
landscape for soap.
• Many consumer believe a “visual clean is a safe clean”
• How HLL through its innovative communication
campaigns will able to link the use of soap to a promise
of health as a mean of creating behavioral change and
thus increasing sales of its low cost , mass market
soap?
• Methods for increasing market sales.
• Comparison between PPP and swasthya chetna.
• Impact on behavior change & soap scales
5. Key issue -Washing hands
Washing hands is main key issue in this case because HUL reduce
the numbers of death from diseases like Diarrhea.
Hands are the main vector of diarrheal
Hands are used to feed children and prepare food, and in an Indian
context , people do not typically use knives and forks
Hand washing habits also differ between rural and urban areas.
Only 14 % are used soap for hand washing , 24 % use water alone,
and 62 % used water plus mud.
To reduce diseases HUL lifebuoy play an important role to
overcome with this problem.
Lifebuoy will target school children, new mothers, neo-natal
nurses and community groups, encouraging the practice of hand
washing with soap at key occasions: before eating, after using the
toilet and when washing.
6. CASE FACTS
• Diarrhea accounts for 2.2 million deaths annually
and is the third highest cause of death in the
world.
• In India, 19.2% of all children suffer from diarrhea
and India alone accounts for 30% of all diarrheal
deaths in the world.
• Almost 35% of the country is living below the
poverty line and 83% of the population earning a
median household income of less than $43 per
month.
• 26% of urban Indians and 74% of rural Indians do
not wash their hands with soap every day.
7. Cont…
• Before and after every meal 62% of the population
use water plus clay or ash, 24% use water alone
and only 14% use soap and water.
• Many rural parts are media dark areas. Only 22%
of the population has a TV, and only 43% has a
radio.
• HUL is the largest soap and detergent
manufacturer in India with 40% of its sales from
soaps and detergents.
• Currently HUL accounts for 60% of all soap sales in
India, Nirma with 11% of the market, Godrej soaps
with 6.2%, Johnson & Johnson with 1.6%.
8. Cont…
• Kerala state research studies showed those who
did not wash with soap were five times more
likely to have diarrhea than those who washed
with soap.
• The PPP designed a complete program to include
four main pieces: a direct contact campaign, a
mass media campaign, evaluation and
communications development.
9. Lifebuoy campaigns
• Every three years more than 100 million people pray, eat and live
together at the Maha Kumbh Mela. In 2013 Lifebuoy branded more
than 2.5 million rotis with the words “Did you wash your hands
with Lifebuoy?” to encourage millions of people to wash their hands
before eating and help to stop the spread of preventable diseases
including diarrhea and pneu Monia
• Around 2 million children a year die from preventable diseases such
as diarrhea and pneumonia. However, the simple act of hand
washing can make a huge difference. The Saving Lives Film Launches
Lifebuoy’s Gondappa Campaign, which aims to improve hygiene
standards in Thesgora village in Madhya Pradesh, and shows how
healthy hand washing habits can impact on the lives of children and
their families
• LIFEBUOY SWASTHYA CHETNA, the first single largest rural health
and hygiene educational program. Lifebuoy will make multiple repeat
contacts in nearly 15,000 villages in 8 states across rural India. The
campaign aims to educate children and the community about the
threat of unseen germs and basic hygiene practices
10. Cont.…
HLL Teamed up with the rural India outreach arm of
Ogilvy & Mather to design a behavior change education
campaign focused on uniting the health attributes of
Lifebuoy soap with health messages of germs
eradication such as : • Invisible germs are everywhere
• Germs cause diseases common to rural families,
including painful stomach, eye infections and skin
infections.
• Lifebuoy soap with Active-B can protect you from
germs.
• Wash your hands with Lifebuoy soap to prevent
infection.
12. Base of the Economic Pyramid
Lifebuoy falls in the economy category. HLL’s premium category soaps include
Pears, Dove, Liril whereas Hamam, Rexona & LUX falls in the popular category. Ti
can be diagrammatically shown as follows: -
Premium ( Price at Rs. 15 or more)
Popular ( Price at Rs. 11 to 14 )
Economy ( Price at Rs. 10)
14. Conclusion
• Lifebuoy branded hygiene promotion activations, such as Swasthya Chetna in
India, Berbagi Sehat in Indonesia and Germ fighters in Sri Lanka have educated
over 125 million people about the importance of hand washing with soap.
• The Lifebuoy Clinical Trial in 2007/8 demonstrated that by following the
Lifebuoy Way (washing hands at 5 key occasions during the day), episodes of
diarrhea in target children reduced by 25% and target children had 40% less
days off school due to illness, compared with the control group.
• Lifebuoy was one of the driving forces behind the first ever Global Hand
washing Day, uniting with partners to educate and inspire children to adopt a
healthy hand hygiene habit.
• Teamed up with the rural India outreach arm of Ogilvy & matber to design a
behavior change education campaign. (soap with health message of germs
eradication.)
• Covering 130 million people in 30,000 villages since 2002, becomes largest
private hygine education project in the world
• The immediate impact on the sales of lifebuoy after Re-launching in 2002 can
be seen from the HUL’s Balance Sheet of quarter ended 31st March 2002 with a
net profit of Rs 428.54 crores, an increase of 26.2% over the corresponding
period of 2001.
