Problem Statement

HUL’s category manager for Lifebuoy in India, Sudir Sitapati has to decide one of the 3 options from
the following-

1) KKD (Caravan of Happiness)

2) Urban school liquid initiative
3) MP partnership

In his Indian budget to meet the brand’s USLP target

Decision

He should go with KKD (Caravan of Happiness)

Justification

1) It is kind of replacement of Swasthya Chetna (SC) which was successful in 2002

2) They can directly link to the consumer
3) They had reached 2.5 million people in 70,000 villages with research showing that soap
consumption increased by 8%
4) In rural UP after two years of KKD visits Lifebuoy’s market share increased from 13.9% to
18.6%
5) They are using their Glo-Germ demonstration (“Visibly Clean is not Really Clean”) but this
time on the housewives rather than children
6) The presentations were received enthusiastically by the residents
7) They are reaching towards there customers door to door and also giving them offers and
free coupons
8) The price of the products will play a huge positive for the company itself
9) It will also help them to improve the health and well-being of the villagers (one of the goals
of USLP)