LIFEBUOY The Story of a

Soap







HUL Overview & history

VISION - We will inspire people to take small everyday actions that can
add up to a big difference for the world.

In 1931-Hindustan Vanaspati Manufacturing Company,
1933- Lever Brothers India Limited
1935-United Traders Limited
1956- HUL
2000 suppliers, 4000 redistribution stockists, 6.3 million outlets and 250
million rural customers
Honored as the Golden Superstar Trading house by Government Of India
India post released a first cover on companys programme


HUL - Present
Net sales Rs. 17,524 cr.

Lifebuoy - Introduction

One of the six brands with net sales more than 1000
crores.
Largest soap brand in India
Over 70% of Indians use it at least once in a year.

Increased competition
Lifebuoy redefined its vision as Making a billion Indians feel
safe and secure by meeting all their health & hygiene needs.
India has more than 6,30,000 villages, most of these are 'hard
to reach through the conventional distribution system.




Societal marketing concept understanding market
needs and also the welfare of the society through the
products
Swasthya Chetana campaign
Through our brands, we hope to address the issues
of low awareness of hygiene & nutrition and
impact the lives of our consumers.
Need for this campaign Diarrhoea claims a
childs life every 10 seconds of which 1/3
rd
are
Indian children, and they are around 6 lakhs.
Simple washing of hands with some soap could
reduce this death rate by 47%
Swastya Chetana is the single largest private health
& hygiene awareness programme in India
Lifebuoy supports GLOBAL HAND WASHING
DAY oct.15 partnering with UNICEF


3 Phases
The health development facilitator and his assistant
approach a village school and demonstrate the need and
benefits of washing hands before eating food to remain
disease free and healthy
With the help of the already acquainted community
leaders, they take the programme to the village women and
educate them further on personal and general hygiene
Now that the community Leaders are familiar, they initiate
a campaign to continue the programme. They tell them
about the new business opportunity , and create a local
marketing team, new entrepreneurs to conduct business



Shakti project
Winning with people
Shakti Entrepreneur
Shakti Vani
I-shakti


Shakti is an initiative that combines social responsibility,
sustainability & business strategy.
Leading market development
Establish a suitable livelihood for the underprivileged
Creating a self-sustaining business model
Accessing markets beyond the reach of traditional
distribution models

PRICING
Price sensitive market
Small sachet packing of products ex. Rs. 2, Rs. 5
packs
This move also touched the consumers purchasing
behaviour
Discounts and competitive pricing

Promotion - Ads

In 2009, ad campaign inculcating the need of washing
hands five times a day. 5 times hand wash.flv
lifebuoy children.flv - Ad
Impacts

Improved livelihood of 65000 families through Shakti project.
Target of 90000 families by 2015
Project Shakti contribute 10% of rural turnover nationally.
Provides access to 1 lakh villages and over 3 million
households every month
On an average, a Shakti entrepreneur earns Rs.700 to 1000 a
month, this income helps the below poverty line families.
Lifebuoy has touched over 135 million people in India through
Swastya Chetana campaign
Women empowerment
Conclusion
The projects took up by HUL has two objectives company &
social
It has achieved company objective of growth with out
disturbing the society.
Its a mutual development
The initiative taken by HUL in swastya chetana has resulted in
improvement of child health.
The company has mixed CSR objectives with company
objectives and obtained positive results.