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  • May 2014 (Revised March 2017)
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Unilever's Lifebuoy in India: Implementing the Sustainability Plan

By: Christopher A. Bartlett
  • Format:Print
  • | Language:English
  • | Pages:19
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Abstract

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.

Keywords

Multinational Management; Corporate Social Responsibility; Strategy Implementation; Marketing Strategy; Mission And Purpose; Change Management; International Business; Global; Fast-moving Consumer Goods; Soap; Corporate Social Responsibility and Impact; Health Care and Treatment; Environmental Sustainability; Global Strategy; Developing Countries and Economies; Beauty and Cosmetics Industry; Health Industry; India

Citation

Bartlett, Christopher A. "Unilever's Lifebuoy in India: Implementing the Sustainability Plan." Harvard Business School Case 914-417, May 2014. (Revised March 2017.)
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About The Author

Christopher A. Bartlett

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Related Work

    • July 2015 (Revised March 2017)
    • Faculty Research

    Unilever's Lifebuoy in India: Implementing the Sustainability Plan

    By: Christopher A. Bartlett
    • March 2016
    • Faculty Research

    Unilever's Lifebuoy in India: Implementing the Sustainability Plan Video Supplement

    By: Christopher A. Bartlett
    • November 2016
    • Faculty Research

    Unilever's Lifebuoy in India: Implementing the Sustainability Plan

    By: Christopher A. Bartlett
    • May 2014 (Revised March 2017)
    • Faculty Research

    Unilever's Lifebuoy in India: Implementing the Sustainability Plan

    By: Christopher A. Bartlett
Related Work
  • Unilever's Lifebuoy in India: Implementing the Sustainability Plan By: Christopher A. Bartlett
  • Unilever's Lifebuoy in India: Implementing the Sustainability Plan Video Supplement By: Christopher A. Bartlett
  • Unilever's Lifebuoy in India: Implementing the Sustainability Plan By: Christopher A. Bartlett
  • Unilever's Lifebuoy in India: Implementing the Sustainability Plan By: Christopher A. Bartlett
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