Selling health

Hindustan unilever

By- Annuradha Gupta Roll no: 13

DIARRHEAL DISEASE

2.2 Million deaths annually-Globally Every 30 second Second Greatest Infectious killer of children in the world 10% of population suffer in India

What causes diarrheal disease?Human excreta is the main source of diarrheal pathogens.Lack of sanitation facilities for disposal of human excreta and poor hygiene practices. There are four key ways in which pathogens are transmitted: (1) Through drinking water (2) From files & Insects (3) Physical contact with dirt (4) From human hands.

Washing hands with soap. WHO showed that washing hands with soap reduced diarrhea attacks by 48% 95% of Indian households own soap,665 million do not use soap everyday (173 million- Urban & 492 million- rural India) Others use substitute product such as ash, mud or clay.

Hand wash a preventive measure

Hindustan Lever Limited

HLL is the largest soap and detergents manufacturer in India. HLL built superior R&D, Distribution and marketing capabilities.Products are manufactured in almost 100 locations through out the country 7500 redistribution stockiest 3 million outlet located in 3768 cities. 1 million outlet in 6,27,000 villages. Project Shakti employs women to occupy a nontraditional role in commerce, selling HLL’s products in their villages. Project Streamline, creates “star sellers” to sell an array of HLL products into rural markets. Lifebuoy soap, Wheel detergent & Fair & lovely products became the well known brands. HLL accounts for 60% of all soaps in India

HLL and a public/private partnership The structure of the program was based upon the successful Central American Hand washing initiatives, a PPP that united 4 private corporations such as, (La popular, Colgate palmolive, Unilever& Punto Rojo ) This Hand washing program resulted in a 30% increase in hygiene among mothers.

PPP Hand wash Participants and Roles

Population 26 Million, 100% literacy rate Sanitation coverage 51.36%Only 42% of mothers used soap after using toiletOnly 25% mothers used soap after cleaning up a childOnly 11% used soap before eating Only 10% Used before preparing foodIntroduced complete programs which include 4 main pieces: Mass Media Campaign, Direct campaign, evaluation & communication development.

Kerala program

Percentage contribution per partners

Similar campaign in Nepal & China Called GHANA campaign was successful

Birth of Swasthya Chetna

HLL found out that rural people perceive that “Visual clean is safe clean” and this lead to infrequent hand wash and limited use of soap. Therefore HLL decided to educate customers on germs & the consequences of germs on health in order to increase soap usage as a means of deterring bacterial infection. HLL teamed up with Ogilvy & Mather to designed a behavioral change education campaign They outlined the following key messages: - Invisible germs are everywhere. - Germs causes diseases common to rural families including painful

stomach, eyes & skin infections. - Lifebuoy soap with Active B can protect You from germs. - Wash your hands with lifebuoy soap to prevent infection. HLL titled the program Lifebuoy Swasthya Chetna or Lifebuoy Glowing

Health.

Lifebuoy Swasthya Chetna Rural Hygiene Education

It is one of the largest sustainable direct contact programmes for hygiene education in the world.Started in 2002 , the aim of the programme is to create awareness about disease causing germs and to promote basic hygiene practices like washing hands with soap as a preventive measure.With a focus on rural communities, the programme target school children's, women, and community elders.It involves a range of engaging activities, including quizzes, games, songs, and the popular 'GLOW-GERM' demonstration kit, with which one can see the germs on the hands, even after they've been rinsed with only water.Main aim is to challenge the misconception that ‘visibly clean’ is ‘hygienically clean’.The program started with a Health Development Facilitator (HDF) and an assistant initiating contact and interacting with school children and influencers of the community like village community representatives, medical practitioners, school teachers, etc.

The five-year campaign aims to help educate 200 million people about basic hygiene habits, including washing hands with soap.The Swasthya Chetna program’s marketing & distribution local channels and support from different agents, like NGOs and Health Development Facilitators (HDF).They also change the packing characteristics.To get the prices as low as possible they rethought the entire cost structure. Anything that did not add value in the production, distribution and sales process was taken out .HDF used a number of tools like a pictorial story in a flip chart format, a "Glow germ demonstration.The process culminated into recruitment of children and parents as volunteers to start up health clubs that, in turn, organize events such as community bathing at the pond.Engage local actors were also definitive to help in the process, as they have the influence to get the people involved in Unilever’s program.

It started with 8 Indian states, and covered more than 70 million people by the end of 2004 Lifebuoy’s Swasthya Chetna hygiene education campaign reached 120 million people in nearly 51000 villages in India over the period 2002-2008 .2003-04: sales grew by 20%End of 2005: reached 86 million rural consumers 30% increase in awareness of germs, 20% in understanding the association between germs and diseases.Washing with soap has become a kind of ritual´ The behavioral change has successfully happened Covering 130 million people in 30,000 villages since 2002, the Life buoy Swasthya Chetna programme has made its mark as the single largest private hygiene education project in the worldThis model is also being replicated in other countries like Bangladesh.

SUCCESS

Government Recognition On the occasion of World Health day, on April 7th, 2006 Postal Department released special Lifebuoy Swasthya Chetna Postal cover

Lifebuoy Leaves Its Stamp On India

1. First soap to use carbolic acid, which gave it a red color and strong, medicinal scent2. Wide portfolio for the Lifebuoy brand ranging which includes Soap, Hand Sanitizer and Hand Wash3. High consumer awareness for the brand of Lifebuoy4. Most popular soap brand specially in the rural market5. Excellent brand visibility and extensive distribution

1. Lower market penetration in urban areas as compared to rural areas2. Not been perceived as a beauty soap, and is mainly used just for hand washing

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1.The Lifebuoy ‘Swasthya Chetana programme’ uses a ‘direct consumer contact’ methodology, and touches the lives of 70 million people in 18,000 villages2. Imparting education about importance of hand washing to prevent spread of germs3. Used global epidemics like swine flu to further promote products for better hygiene and protection

o1. Competitor brands offering similar levels of protection2.Considered to be a low-end product, and may find it difficult to move up in the segment

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