Case Description of Unilever's Lifebuoy in India: Implementing the Sustainability Plan Case Study

Unilever's new Global Brand VP must not only revitalize Lifebuoy soap's sagging market performance, but
simultaneously impact the health of one billion people worldwide. The latter challenge comes from
Unilever's new CEO who has introduced the Unilever Sustainable Living Program (USLP), a set of bold
environmental and social objectives that he has integrated into the heart of the company's global
strategy. In contrast to most corporate social responsibility programs, USLP's quantified objectives are
clearly defined, tightly specified, and independently audited. And managers are held strictly accountable
for their achievement. After describing the background of the 100 year old Lifebuoy soap brand which is
now sold primarily in developing country markets, the case outlines the steps taken by Samir Singh,
Lifebuoy's newly appointed Global Brand VP as he tries to reverse its declining sales and profit
performance. The case then focuses on Singh's relationship with Sudir Sitapiti, the category manager for
Lifebuoy in India, the brand's largest market worldwide. Although Sitapiti has done a creditable job in
turning around sales and profitability, he has fallen behind on his USLP challenge to bring handwashing
behavior change to 450 million people in poor, remote Indian villages. The case concludes with some
specific marketing investment decisions that Sitapati is considering and that Singh hopes to influence.

Opportunities Threats

Strengths Strength Opportunities (SO) Strategies Strength Threats (ST) Strategies

Using Lifebuoy Unilever's strengths to
consolidate and expand the market
position.
Weaknesses Weakness Opportunities (WO)
Strategies
Building strategies based on consumer
oriented product development and
marketing approach.
Lifebuoy Unilever's can use two approaches - building on present
strengths, or analyze the trend and build processes to two
pronged market penetration approach.
Weaknesses Threats (WT) Strategies
Lifebuoy Unilever's should just get out of these business areas and
focus on strength and threats box , or on weakness and
opportunities box.