Lifebuoy Case Study

Using Sustainability to drive Business Growth

Introduction

?Unilever's approach to building business is a combination of financial growth and leveraging its assets to make a positive difference in people's lives.?In this spirit, Lifebuoy's mission is to save lives by changing the hygiene behavior of consumers through improved education around hand washing.?Diarrhea has increased to being the third-leading cause of death in South Africa, and billions of people around the world are unaware of how simply washing their hands with soap at critical times during the day can help reduce the spread of the germs that cause the disease.?In fact, studies show that the simple act of washing hands with the right soap can significantly reduce deaths by up to 50%. Furthermore, school attendance is significantly improved ensuring better livelihoods for young children across all communities.?Therefore, the selling proposition of Lifebuoy has huge relevance in the market as it provides 100% better protection from germs when compared to ordinary soaps.

The Business Challenge

?The seeming unstoppable growth of discount beauty soaps meant that Lifebuoy was increasingly seen as old fashioned, strong smelling and masculine.?In order for Lifebuoy to increase it's relevance with it's target audience and make a difference through changing the handwashing behavior of 1 billion people by 2020, it needs to do something drastic.?You have two tasks to complete to address this challenge:?Task 1: Based on consumer research, decide on the new product to be launched - by critically discussing and demonstrating product strategies in relation to the new Lifebuoy soap.?Task 2: Design a campaign to support the launch of the new Lifebuoy soap and drive the behavior change agenda of getting consumers to wash their hands with Lifebuoy soap - by critically discussing promotion strategies and illustrating how you would design the campaign for the new Lifebuoy soap

Task 1

?Unilever's Consumer Marketing Insight Department recently conducted research on South African soap users.?The results of the study will help you understand what consumers are looking for in a soap.?Your task is to take the key findings of the study and decide what soap bar your consumers want. For example, a blue liquid soap that is suitable for females only, smells great and effectively protects against germs.

Lifebuoy Task 2: Campaign Name & Activity Grid Campaign Name: JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL COST TV RADIO DIGITAL BILLBOARDS IN-STORE LADIES IN-STORE POSTERS SAMPLING SUSTAINABILITY GRAND TOTALLifebuoy Task 2: Example Activity Grid* . Below simply serves as an example of how to populate the activity grid, and by no means is the model answer! JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL COST TV 1 1 1 3 RADIO 0.5 0.5 0.5 1.5 DIGITAL 0.03 0.03 0.06 BILLBOARDS 0.3 0.3 0.6 IN-STORE LADIES 0.02 0.02 0.04 IN-STORE POSTERS 0. 15 0.15 SAMPLING 0.1 0.1 SUSTAINABILITY 1 1 GRAND TOTAL 6.45Lifebuoy Task 1: Soap Users Research Results Soap Suitability Preference Most Important Attribute Suitable for the whole family . Suitable for only females Suitable for only males Suitable for only children Chart Area Fansform your body and mind 13% 10% Make you feel pampered 24% 10% Makes your skin even tone 8% 13% 67% Protects effectively from germs 55%Lifebuoy Task 1: Soap Users Research Results Soap Suitability Preference Most Important Attribute Suitable for the whole family . Suitable for only females Suitable for only males Suitable for only children Chart Area Fansform your body and mind 13% 10% Make you feel pampered 24% 10% Makes your skin even tone 8% 13% 67% Protects effectively from germs 55%