LifeBuoy’s Cause Marketing at ‘Thesgora Village’(Central

India)

Thesgora Village-A Brief Profile

•Thesgora Village is one hour drive from Chhindwara in Madhya

Pradesh

•Around 1500 people live on both sides of a single,straight road

& 4 kirana stores cater to the basic local needs

What is so bad for Thesgora Village?

•This village is having one of the highest rates of ‘Diarrhoea

among children worldwide’

•Normally 2 million children below 5 years die every year across

the world from diarrhoea & pneumonia but in Thesgora,36%of

children under 12 have been affected with the same

So what has changed for Thesgora Village?

LifeBuoy Initiatives at Thesgora Village

1)Once a week, a woman volunteer

accompanied by four young men

visit homes in the village & speaks

to families about the need to wash

their hands with soap on five

different occasions every day like

before eating & after using the toilet

2)HUL also conduct quizzes & hand

out stickers with caricatures of

Germs to all villagers

3)Gondappa Campaign

was launched in Thesgora village in

Madhya Pradesh to improve hygiene

standards of villagers

The campaign aims at educating the

villagers to wash their hands in order

to reduce the number of children

dying from infections such as

diarrhoea and pneumonia

HUL will track this campaign

through social media like You Tube &

Facebook

HUL has reached 130 Million people

through this initiative & seeks to push

this number to 1 Billion by 2015

Significance of the

CampaignLifeBuoy Help a Child Reach 5This campaign has reached out to 180

Million people in 16 countries

The campaign was launched with an

award winning film

www.youtube.com/helpachildreach5 and

handwasing initiatives in Thesgora

Why Did

LifeBuoy go for

such a

Campaign

The Wall Street Journal Report

-1.7 million child deaths occurring in India

annually(almost 5,000 daily)

-diarrhea alone killed 13 percent of children under the

age of five.

-UNICEF estimates only 31 percent of children in India

have access to basic sanitation

Unilever, as part of its Sustainable Living Plan, has ramped up various campaign. A similar campaign was already

underway in sub-Saharan Africa and with 2 million children worldwide dying before the age of five from these

preventable diseases, Unilever seeks a greater impact in India as well with its “Help a Child Reach 5” initiative.

A simple act of hand washing can help erase a tragedy still affecting much of India’s poor. India’s government and NGO’s have made

impressive efforts in decreasing child mortality but in the past 10 years ,we have

witnessed a stall in key metrics such as child malnutrition and India’s poor children still suffer a stubbornly high mortality rate

Handwashing is one step towards preventable diseases such as

diarrhea and pneumonia.

Unilever’s involvement aims to reach

the objective of the United Nation’s

Millennium Development Goal

(MDG) 4, a global campaign to reduce

the deaths of the under-five mortality

rate by two-thirds between 1990 and

2015.

Last Year Lifebuoy sponsored

a handwashing campaign via

bread handed out during a

festival in northern India.

Campaign at Kumbh Mela

Campaign was done by Ogily Action

India

An important social message was

passed on to 2.5 million rotis eaten during

Kumbh Mela

The message was “LifeBuoy se Haath

Doya Kya”

“Banners and billboards also dispalyed

the question during the festival”

LifeBuoy’s Global Hand washing Day

-Started in 2008 to spread message about

importance of Hand Washing

-on Global Hand washing Day millions of

people will be reached in over 100 countries

through Hand Washing activities and media

campaigns.

Results of LifeBuoy

Campaigns

1)At Thesgora village,Diarrhoea levels from

36% to 5 % since the Hand Washing

program was launched in 2012

2)There has been a positive impact on the

brand as well

Ex:Mr.Gyanchand Sahu,who owns the

largest kirana stores in Thesgora Village

says he sells 4 boxes (320 units) of

LifeBuoy every month. Last year this kirana

stores sold 40 units a month

On 19.03.2014,Kajol Devgan, actor and hand

washing ambassador revealed the results and

Sanjiv Mehta, CEO and MD, Hindustan

Unilever Limited announced the campaign

will scale up to reach 45 million people in

India.

What did Kajol say?

“My journey with ‘Help A Child Reach Five’ started last

year as we began with spreading awareness. I advocated

for hand washing with soap with the UN Secretary

General ‘Ban Ki-moon’ and other policymakers at the

UN General Assembly, and on Indian TV and digital

media. The outstanding results of ‘Help A Child Reach

5’ campaign in Thesgora gives us even more confidence

that children can survive by inculcating the simple habit

of hand washing with soap”.

World of Cause

Marketing(CRM)

Indian companies are finding that promoting a strong social message such as sanitation,nutrition,education or women's empowerment helps their own business Fortunes

CRM initiative by American Express

-CRM was first introduced in 1983 in connection with American Express initiative

-Over a three month period,Amex set aside 1% from every card transaction & $1 every time someone applied for anew card. This money was donated to The Statue of Liberty Restoration Project.

-By the time the campaign ended, the restoration fund was richer by $1.7 million & Amex’s usage was up 27% there was a 175 increase in new users

Given comparable quality & price, a compelling 91% of consumers around the world are likely to switch brands to one associated with a good cause(2013 study by Cone Communications)

Half of consumers world wide would be willing to reward companies that give back to society by paying more for their goods & services(Nielson study in 2013)

Globally, cause-

related

marketing spend

crossed $1.78

Billion in 2013

& is projected

to hit $1.84

Billion in 2014

Distinction between CRM & CSR

CRM activity is done with an eye on the bottomline while CSR is purely philanthropic

Handouts to NGO’s are donations & grants under CSR, but they are expenses under CRM

CSR has always remained a marginal pursuit for companies & was restricted to a small

mention in the Company’s annual report, but CRM on the contrary has taken off in a

bigger way as brands see an opportunity in linking themselves to social causes

It is the company &

not the consumer

that bears the cost

of the cause,

although the

unspoken

assumption is that

the cause will attract

more customers &

higher sales will

offset the hit on

margins

Tata Tea’s ‘Jaago Re’ Campaign

Tata Tea Brand stated in the year 1983

The Campaign ‘Jaago Re’ started in the

year 2007 that triggered explosive growth

in sales

This Campaign took up social activism

allowing the company to connect with

issues such as voter registration,

corruption & women’s rights

Tata Tea has spent over Rs.100 Cores

for Jago Re Campaign & another Rs.75

Crores on brand communications

Tata Global has several tea brands

including Gold, Chakra Gold, Agni &

Kannan Devan & the campaign brought

all the brands under one umbrella

Tata Global accounts for

22 % of the Rs.12000 Crore

branded tea market ahead of

HUL’s19.6%

Before the campaign

launch, in 2007,HUL was

the market leader with

21.5% while Tata Global

was the No.2 player with

18.7% market shareHow did ‘CRM’ Campaign help Tata Tea?

Tata Tea points out the two factors that determine the

success of a CRM campaign;

1)Choice of cause

2)Duration of the association

For the past 7 years the brand has stayed true to its “Jago

Re” tagline

Coca Cola 5by20 Initiative

This initiative by Coca Cola aims to

economically empower “5 million women

entrepreneurs by 2020”

What does Coca Cola do?

Coca Cola reaches around 2.2. million of the 8.5 million FMCG Outlets in India. The initiative aims at ‘supply of its soft drinks to the

rural women having small shops who in turn sell to consumers ’

One of the most important hurdles that the company faces is power shortage in village outlets.So,in order to cater to this need Coke has

come out with eKOcool(solar operated cooer)that cost Rs.35000 which it distributes to selected rural women who in turn sell soft

drinks from their small village stores

Coca Cola has implemented this initiative in one of the village called Firozpur Jhirka in Haryana.Firozpur Jhirkawas the perfect target for Coke because it never has more

than 5 hours of power a day

This initiative has given the residents of Firozpur Jhirkavillagers a profitable business

Ex:Chand Begum(who owns small store)tells that she is able to sell atleat one crate of 24 bottles every day .So far

she has earned around Rs.55,000

Coca Cola has supplied over 1,000 coolers across West

Bengal,Andhra Pradesh,UttarPradesh,,Haryana & has seen a

5 fold increase in sales from these markets

Coke plans to cross 5000 coolers in the next 3-4 years

Causes involving women & children are popular with most consumer products companies because women account for 75-85% of all purchase

decisions.

Reaching out in positive ways to this influential group through issues that resonate with them personally or with their families always works

From the time 5by20 was rolled out in September 2010,it has

already benefited 30,000 women in India, Nepal & Srilanka of

which 20,000 are from India alone

Globally by end 2013,Coca Cola had empowered 5,50,000

women

‘Preeti Gupta’ from Agra who is one of the women benefitted by Coca Cola 5by20Initiative

‘Adebisi Adebayo’, 5by20 entrepreneur and

operator of a Model Distribution Centre

(MDC) in Lagos, Nigeria

Horlicks

Ahaar

Abhiyan

Initiative

Glaxo Smithline which owns the brand Horlicks started

Horlicks Ahaar Abhiyan initiative in 2012 in West

Bengal

What is this initiative?

oEach time a consumer buys a Horlicks bottle priced at

over Rs.100,the company contributes Rs.1 towards

tackling child malnutrition .The brand has extended the

initiative to Tamil Nadu & between the states

oThe brand claims to have impacted the lives of nearly

18000 children having raised Rs.1.4 Crores for the cause

oGSKworks with two NGO’s (1)Care India &

(2)Save the children for the deployment of funds

Pilot Study by GSK

before launching the Initiative

GSK conducted a pilot study in over 11000

general stores in West Bengal in addition to 12

Hyper stores in Kolkata, There was a 14% lift

in sales in the State

The cholice of State like West Bengal & Tsmi

Nadu was deliberate because these two states

are among the Horlicks biggest markets

contributing over 75%market share.Horlicks

share of the Rs.4500 crore malted food drink

market has grown from 59% in 2008 to 64%in

2013

GSK has roped in

‘Vidya Balan’ for

promoting this Initiative

Google India

Initiative

• Google India in November 2013 launched the ‘Helping Women Get Online Project’ in Bhilwara,Rajasthan. The initiative works with ‘Sewa Kendras’ to teach young girls& women in the 13-18 year age group who have smartphones the basics of using the internet for information& entertainment

• Google India has found that combining women empowerment &its core business of the internet is a winning proposition

• There are 2 million households in India with internet connections that women has never used

• Nearly 1,10,000 women in Bhilwara have already become internet-savvy as a result of this initiative

• Over the next 3-4 months Google India plans to enter Maharashtra,TamilNadu & Uttar Pradesh for promoting this campaign

•‘Helping Women Get Online Project is the biggest marketing outreach

programme undertaken by Google India so far

•There is very high probability that users will adopt its multiple services

such as email,search engine,browser,You Tube etc. Getting people

online means capturing the users profile which Google India can use to

pitch various advertisements. There are 140 million smartphone users in

India & the number is increasing day by day

Procter & Gamble

Initiative

P&G launched the ‘Project Siksha’ in 2005

The project has raised over Rs.22 Crore for the

cause reaching almost 3,00,000 children &has

been involved in building & supporting 140

schools across the country

This project is handled by CRY(NGO)

Objective of the Project

1)To help P&G meet volume targets via “the cause

appealing to consumers”

2)To make tangible difference by educating the

underprivileged children

The campaign works like “each time you buy

a P&G product, you help support one day’s

education of one child”

Results of the Campaign

Overall sales increased 5 times

Brief Profile about Shiksha

Launched in 2005 due to the research conducted

by P&G which revealed education as the one

cause that consumers are most concerned about

and are looking for a simple way to contribute to.

P&G helps consumers to contribute towards the

cause of education of under-privileged children

through simple brand choices

Till date Shiksha has helped 2,80,000 under-

privileged Children

The program has built & supported over 140

schools across India, in partnership with NGOs

like Round Table India (RTI), Save the Children

(STC), Army Wives Welfare Association (AWWA)

and Navy Wives Welfare Association (NWWA),

amongst others

P&G has contributed Rs.22 Crore towards

children’s education through the fund collected

from P&G Products purchased by consumers for

one quarter of the year

Aviva India Insurance Company

Initiative

• In 2008 the company launched “Street to School” Initiative which helps children get off the streets by giving them an education & training

• The thought behind this Global Programme is “Education is Insurance”

• In India the company has partnered with CRY & Save the Children to facilitate education for underprivileged children & has increased its spend on the programme to almost 25% of overall marketing spend

• Aviva India selected Education” as an effective CRM subject

• Aviva India Insurance was a mid-sized player & wanted to be in a niche segment. The child space looked interesting since no company was targeting young parents

• Presently, Child related proposition brings in over half our sales from 15-20% in 2008

Aviva India Insurance

Company Vision

To reach out to 5,00,000

children in several countries

Aviva India Insurance also celebrates “International

Day for Street Children” which was launched in 2011

The campaign aims to have the day recognized by

the UN – this will give the issue greater exposure and

encourage governments to act

The idea is simple – every child should have access

to education, because education is insurance for a

better life. Street to School is active in every country

where we operate

Aviva-Railway Children(Partnership in UK

-In the UK, a child runs away from home every five

minutes. In order to tackle this, Aviva partnered with

Railway Children(International Children’s charity

organization ) in UK to spread awareness on this

issue.

Aviva-railway Children set up a dedicated online space

platform in 2013. This online platform helped parents

to find out more about the reasons why children

sometimes run away from home. In March, the

campaign received a boost when “Samantha

Cameron”, wife of the UK’s prime minister, hosted a

reception at 10 Downing Street to raise awareness

about the issue. The site included expert tips about

how to talk to children, and how to spot and deal with

the early signs of a problem.

During the campaign Aviva helped to raise more

than £195,000 to support Railway Children

Marico Initiative

oEven Marico also has focused on

education sector. For the past 2

years Marico has run a CRM

Campaign for its “Nihar Naturals

Shanti Amla” brand of Hair Oil

o2% of the sales proceeds from

Nihar Naturals Shanti Amla brand

go towards funding the education

of under-privileged children

•All advertising & communication for

the brand focuses on the initiative-

Brand ambassador ‘Vidya Balan’s’ TV

Commercials speak of the social cause

•Over 36,000 children in 10 states

benefitted in the firt year of the

programme & the aim is to reach a total

of 50,000 children by June 2015

CRM initiative results of

Marico

From a 112 Crore brand in FY

12,Nihar Naturals Shanti Amla

has grown to Rs.185 Crore Brand

& has a sales of Rs.252 Crore in

FY 14

The Brand currently has a

30%volume share of the Rs.1320

Crore amla hair oil market up

from 18.6% in 2012 & 25.4% in

2013 which is faster than the 7%

growth registered by the category

as a whole

Tom Shoes(USA)Initiative

• Tom Shoes promised to donate one pair of shoes to a poor child for every pair bought by customers.

• In the past 7-8 years the company has given away more than 10 million shoes

• The company has also expanded its One for One Programme to include the company’s new line of products,i.e,eye wear(restoring sight to over 200000 people) & coffee(donating a week of clean water for every bag of coffee purchased by consumers

Aircel

Initiative

oAircell decided to go national in 2008 when it

took the CRM Initiative to increase the Brand

recall & association in markets dominated by

large players such as Airtel,Vodafone & Idea by

introducing ‘Save our Tigers Campaign’

‘Mahendra Singh Dhoni’ was signed as the Brand

ambassador.The campaign created the following;

1)The Tiger campaign helped Aircel to get noticed & to

eventually create a seriesof on-ground activities such as

contests & merchandise

2)A tie-up with NDTV involving celebrities such as Amitabh

Bachchan & raising Rs.11 Crores from donors such as

Hemandra Kothari,Uday Kotak,Ambitabh Bachchan as well

as companies such as Mahindra,TCS & Shell India

3)Everyone involved in this campaign helped raise the

awareness that there are just 1,411 Tigers left in India

How did this Campaign help Aircel?

•This campaign helped raise awareness

of Brand Aircel & its subscriber base

grew from 16 million in December 2008

to 72 million currently making it the

sixth largest cellular operator in India

The Tiger Campaign is

stepping in its 3rd season

MakeMyTrip Initiative

MakeMyTrip started its CRM Initiative

2010.The company started the

“Responsible Traveler initiative” to sensitize Indian travelers to the ecological impact of Company’s activities

The company calculates the carbon footprint for each trip on the payments page

&offers travelers the opportunity to offset it by making a donation starting

at Rs.44 for domestic flights & Rs.220 for international

flights to plant trees

The afforestation

activity is conducted

by ‘Seva Mandir’

through the

‘GiveIndia’ donation

platform &

MakeMyTrip sends

email updates to the

donors on the status of

plantation

Above Table shows the

number of Trees planted by

‘Seva Mandir’ in Rajasthan

under MakeMyTrip initiative

Some views on CRM

CRM is almost & usually

proves a win-win for

involved.Companies reach out

to customers who are happy to

have participated in doing good

& the cause is itself benefitted

There is also scepticism about

the company’s

motives(especially when the

cause isn’t related to the

Brand’s main line of

business),so the campaign

runs the brisk of being

dismissed as a gimmick

Ex: A decade ago,HUL &

Colgate-Palmolive came

together to partner with the

Kerala Government for a

Hand Washing promotion

“Health in your Hands”

similar to LifeBuoy campaign

of washing hands. There was

so much resistance to the idea

that Kerala which has some of

the best health indicators in

India needed such a

programme that the State

Govt.ultimately backed out

after a couple of years

For companies to prove their

sincerity there is a need to take a

long-term view on cause related

marketing projects

The Rs.1 or Rs.2 that a firm

contributes for a cause will have

to give incremental returns for the

brand

Anup George Rebello

Asst.Manager

The Catholic Syrian Bank Ltd