Unilever Lifebuoy

Submitted by Group 9:
Abhik Das - 189 | Harshita Borra - 199 | Jyotsana Kumari - 209 | Meher Tandon - 219 |
Palak Hirani - 229 | Siddharthan SG - 239 | Vikram Aditya Sen - 249

As Singh, what action, if any, would you take to influence Sitapati’s decision? What would
you do if he chooses not to implement neither of your preferred Jakarta models?

We'd try to persuade Sitapati to choose (KKD) Khusiyon Ki Doli or Caravan with Happiness, as
well as Urban School Liquids, despite the fact that its market share is only 5% of the total soap
market. We'll be able to enter both rural and urban areas, for example. And to pay particular
attention to the one aimed at the rural population, as it has the ability to hit 40% of the population
in dark and inaccessible areas. Singh, as global brand VP of the lifebuoy brand, should first
allocate the budget for all of the projects, determine if they are feasible to execute and assess
their efficacy in terms of feasibility and financial viability.

If feasible, the Urban Schools Liquid Initiative will assist children in urban areas in developing a
Lifebuoy brand image through the introduction of fun games and cultural activities, as well as
making them mindful of the value of living germ-free from an early age. For the following
factors, the Urban Schools Liquid Program is the most realistic choice that can be pursued in
light of the company's financial targets:

1. The second model's assumption of habit penetration into the family, in which the kids are
supposed to instil behaviours in the family, would help the brand achieve the USLP goals.

2. Shorter payback periods, rapid market growth, higher margins, and other factors will help
you meet your financial goals.

As a result, the main focus should be on allocating resources to this programme, monitoring its
implementation, and assessing its effectiveness in terms of habit formation. We could hit both
urban and rural markets if we chose KKD and Urban School Liquids. The market for liquid hand
soap is rapidly increasing. The business has a 40% annual growth rate and a huge market with
only Dettol as a rival.

Furthermore, liquid hand soap has a 50% profit margin, making it more profitable. The Urban
School Liquids Initiative has a 3.5-year return on investment, which is significantly lower than
the MP Partnership Initiative. Under the Urban School Liquids programme, a total of 25 cities
will be targeted. Khushion Ki Doli (KKD) would help the company target the rural market and
areas that are too far away from its current presence.
● If Sitapati refuses to adopt any of the models, Singh should try to persuade him of the
benefits of doing so, citing the ROI as well as the possible brand awareness that lifebuoy
will gain in the future. He should also reassure him that these proposals are in line with
the organization's broader goals of playing a major role in meeting global health and
hygiene objectives. Singh will discuss his main concerns and reasons for opposing the
two proposals with Sitapati. They can then come up with a potential solution to the
problems in the proposed plans and upgrade the programme as needed.