TALENT CABIN

(THINK DIFFERENT)

GROUP PARTICIPANTS:

1.Aakash Arun (110061)

2.Akash Deep (110067)

3.Anubhaw Singh (110073)

4.Kumari Sneha (110084)

5.Radhika Kumari (110095)

6.Shubham Kumar (110107)

7.Swami Jee (110111)

8.Vikram Anand (110119)

Unilever’s Lifebuoy in India: Implementing the Sustainability Plan

Executive Summary

This case talks about how Lifebuoy sustain in India. Sameer Singh the global brand VP for

Lifebuoy soap faced many challenges to make lifebuoy the standard bearer of his last goal while

simultaneously doubling sales and meeting ambitious profit objectives. Singh commitment was to

improve the health and hygiene of a billion people by 2015 and it was the part of the Unilever

Sustainable Living Program (USLP) an initiative introduced by the company’s newly appointed

CEO Paul Polman stressed on reducing environmental footprint of its product.

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 Main Report

Situation Analysis -

Protagonist -Sameer Singh, Sitapati and Polman.

SITUATION DISCRIPTION OF THE SITUATION REASON-WHY?

WHAT? To choose the best option from the three Implementation of USLP

available option. Program

WHEN? 2013 Market share was declining.

WHERE? INDIA Because Lifebuoy is having

largest market in India.

To double the sales figure in

WHO? Lifebuoy next 5 year and

Implementation of USLP

program.

WHOM? Urban, Semi Urban and Rural People Health and Hygiene problem

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Objective: There are 2 objectives of the company –

1. To double the sales figure in next 5 year.

2. Implementation of USLP program.

A. To Halve the environmental footprint of its product.

B. To help1 billion people to improve their health and wellbeing.

C. Source hundred percent of its agricultural raw material sustainability.

Problem Statement:

1. New local competitors began offering attractive beauty soaps particularly in lower price

segment where lifebuoy had long been dominant.

2. Decline in sales market share growth in India as well as globally

3. Another one was a goal set by CEO of the company Paul old man to improve the health

and hygiene of a billion people sustainable by 2015 which is said under USLP

Decision Making:

We suggest Lifebuoy to go for “The KKD Rural Outreach Initiative”

Description Of The Decision

The KKD Rural Outreach Initiative involves teams visiting and hosting meeting at which all

sponsoring product were presented. Lifebuoy’s KKD component was a scaled-back version of its

SC routine, retaining the “Glo-Germ” demonstration but focusing on housewives rather than

children. Supported by videos, game, and prize, the presentation were received enthusiastically by

residents.

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Promoters went door to door with coupons and offers while other team member ensures prominent

product placement at village shop.

IMPLENTATION

Before implementing this plan Lifebuoy should focus on market penetration in rural as well as

semi-urban areas by educating the people regarding the product and its benefit. They can promote

their product through different campaigns and make people aware about germs they are carrying

with themselves. They have to ensure the availability of their product in rural areas.