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LIFEBUOYThe Story of a

Soap

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HULOverview & 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

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HUL - Present

Net salesRs. 17,524 cr.

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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.

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Increased competition

Lifebuoy redefined its vision asMaking a billion Indians feelsafe 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.

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Societal marketing conceptunderstanding market

needs and also the welfare of the society through the

products

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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 campaignDiarrhoea claims achilds life every 10 seconds of which 1/3rdare

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

DAYoct.15partnering with UNICEF

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3 Phases The health development facilitator and his assistant

approach a village school and demonstrate the need andbenefits 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 andeducate them further on personal and general hygiene

Now that the community Leaders are familiar, they initiatea campaign to continue the programme. They tell themabout the new business opportunity , and create a localmarketing team, new entrepreneurs to conduct business

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Shakti project

Winning with people

Shakti Entrepreneur

Shakti Vani I-shakti

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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

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PRICING Price sensitive market

Small sachet packing of productsex. Rs. 2, Rs. 5

packs This move also touched the consumers purchasing

behaviour

Discounts and competitive pricing

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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

http://localhost/var/www/apps/conversion/tmp/scratch_9/Lifebuoy%20TV%20commerical%20featuring%20Kunchako%20Boban%20-%20YouTube.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_9/Lifebuoy%20Little%20Gandhi%20Ad%20-%20YouTube.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_9/Lifebuoy%20Little%20Gandhi%20Ad%20-%20YouTube.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_9/Lifebuoy%20TV%20commerical%20featuring%20Kunchako%20Boban%20-%20YouTube.flv

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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 amonth, this income helps the below poverty line families.

Lifebuoy has touched over 135 million people in India through

Swastya Chetana campaign

Women empowerment

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Conclusion The projects took up by HUL has two objectivescompany &

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.

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