HUL L.I.M.

E 13: Stage 1 Submission

HUL Brand that you have picked up: Lifebuoy Ayush
1. CONSUMER TREND/S YOU’VE CHOSEN AND WHY? (75 words)
Urban areas have been huge contributors to the revenue even in the pandemic. It's time to look
beyond the urban population for higher YOY growth and there is huge potential in India's population
residing in the semi-urban and rural areas. The rural areas need access to better products, unlike the
traditional local sellers. Targeting this segment can be highly profitable as this segment is where people
value loyalty more.

2. TARGET AUDIENCE AND THEIR PROBLEMS (75 words)

India's rural population is our target segment where they have low access to quality products. Our
focus group would be the rural population who are disinterested in basic products for hygiene in
these covid times where cleanliness is of utmost importance. They are unaware of the problems
caused by not using soaps as a part of their daily hygiene. They do not consider buying soap as a
necessity.

3. WHY IS IT IMPORTANT TO SOLVE THIS PROBLEM? (75 words)

There is minimal awareness among the rural population regarding the ongoing pandemic. It's
important to raise awareness and promote our disinfectant soap. This would help in containing the
covid crisis in the villages as well as creating brand awareness and commitment to our product line.
This would also help us in increasing our revenues.

4. PRODUCT DESCRIPTION (75 words)(Leave blank if your idea doesn’t have a product innovation)
Our new product will be a modified version of Lifebuoy called Lifebuoy Ayush. It will be available in
multiple designs with some available in kid-friendly looks. The new design will be attractive for
children in schools. The product will be highly effective against various types of
viruses. It will be available in multiple colors and various animal shapes. The product
will weigh 25gms and be priced at Rs. 5. [Lifebuoy Ayush]

5. COMMUNICATION CHALLENGE (100 words)

The primary research has shown that in rural areas, 70 percent of people still wash their hands with
water without soap before a meal. It's important to create awareness and shift their traditional
handwashing habits using mud and ash to more hygienic ways such as disinfectant soaps. Our main
obstacle would be convincing the people to spend money on hygienic products as they have been
washing their hands using mud free of cost. Convincing them otherwise is the main challenge.

6. CONSUMER INSIGHT (50 words)

Our primary research shows that people in rural India are willing to use our products but lack
awareness about their benefits. Once they realized the value the product offered in terms of health
benefits they were more willing to purchase the product.

7. CAMPAIGN IDEA (50 words)

The focus group would be children by creating a special edition of lifebuoy soaps for children with
playful animal designs and encourage them to adopt healthy and clean lifestyles and we would be
promoting this campaign from the government schools.

8. CAMPAIGN AMPLIFICATION (Including partnerships & Associations) (100 words)

To amplify our campaign we will partner with Smile Foundation to promote hygiene in government
schools. They will help us in gaining the trust of their partner schools. It will help us in gaining a good
amount of market penetration quickly. We can also partner with National Rural Health Mission and
be a partner in their promotion of health and hygiene in rural India. To get our idea to rural homes
we will organize local plays where we will feature the consequences of not using soaps to wash
hands.During the local village fair, we will put stalls promoting our idea.

CAMPUS: TAPMI TEAM NAME: Rocket

TEAM MEMBERS: Gourav Banerjee, A Sai Suswanth, Samriddhi