Unilever's Lifebouy in India: Implementing the Sustainability Plan (Case Analysis)
Question 03. As Sitapati, what decision would you make regarding the three-handwashing behavior change programs that have been proposed? What risks and benefits are associated with each? First Option: The KKD Rural Outreach Initiative Risks Benefits Cost of the program is higher. This program ensures the maximum customer base for lifebuoy. long payback period. This also creates loyalty among customers which will be useful for the brand in the long run. The Lifebouy demonstrations to housewives is not resulting in a sustainable behavior change. Ability to reach remote rural media dark areas. Since it is focused on the rural area Lifebuoy will be able to create a better social impact. This promotes multiple brands. (Not just a single product, but multiple products of Unilever like Surf, Close up etc. Thus, the cost is absorbed equally by all these products.)