Lifebuoy "Swasthya Chetna": Unilever's Social Marketing Campaign
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
According to HLL, LSC was not a philanthropic activity, but a marketing program with a social benefit. HLL sought to grow the Lifebuoy brand in India by attracting those consumers who never used soap. In the process, the company sought to bring about a behavioral change by convincing people to use soaps more frequently, thus creating more users for its brand. This program was also seen as a successful case for public-private partnership.
» Understand the rationale behind the Lifebuoy “Swasthya Chetna” initiative by
Hindustan Lever Limited (HLL) in India.
Lifebuoy's “Swasthya Chetna”, Hindustan Lever Limited (HLL), Unilever, Fast moving consumer goods (FMCG) major, Personal Soap Wash, Rural Social Marketing Strategy, Advertising Campaign , Sales Promotion, Marketing Mix, Brand Management, Repositioning , Behavioral change, Corporate Social Responsibility, Media Channels, Global Public-Private Partnership for Handwashing with soap (GPPP-HW)
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