Hindustan Lever Limited

Case Study

1. What is the innovation that HLL introduced in the area of diarrheal disease prevention?

They provided education to the people particularly to the poor about the hand washing using soap. Washing hands using soap lessen the incident of disease of bacteria that cause diarrhea. It provides preventive measures for diarrheal disease.

2. Why is hand washing an excellent preventive measure against diarrheal disease?

Hand washing is an excellent preventive measure against diarrheal diseases because base on studies that it has the capability to lessen the number of diarrhea cases. Only a few percent of the Indian population use soap regularly especially after shitting.

3. Why is an MNC in the best position to influence behavioral change in combating diarrheal disease?

MNC being a soap manufacturer is well-informed about the good quality benefits that hand washing with soap is very important in preventing diarrheal disease. At this point the people of India can easily believe the movement for the benefits of hand washing with soap.

4. According to Yuri Jain of HLL, what is the connection between diarrheal disease prevention and HLL products?

The connection between diarrheal disease avoidance and HLL products is a tie that leads them to “win-win” situation. It shows that whenever an Indian washes his hands, he can be certain that it will reduce the threats to having a disease while it can also help HLL gain income being the top soap producer.

5. According to Harpreet Singh Tibb, what is the connection for HLL between economy, beauty and health?

People tend to buy their product as for prevention for diarrhea. Also HLL shift the position of their soap to beauty and health platform to encourage more consumers.

6. What was the impact of the Central American Handwashing Initiative to its beneficiairies?

The impact increased the percentage of people who are now washing their hands and lessened the number of days children suffer because of diarrhea.

7. What was the reason for Dr. Vedana Shiva's opposition to the PPP? Is it justified?

Well I think she believes that Kerela has the highest knowledge of prevention diarrhea because of high female literacy and local health practice than PPP. Shiva believes that Kerela cleanliness and sanitation knowledge should be the one exported to the rest of the world.

8. If you were in a position to decide how to go ahead with PPP while knowing the opposition how would you go about it?

Well I would rather decide to believe to the side who will give me a convincing study about health and hygiene.

9. How did Lifebuoy re-brand itself? Do you agree with HLL Chairman Marvinder Sing Banga's decision? Why?

Lifebuoy formed a new vision and mission. I agree with what Singh Banga said, it is through the hands that germs can go through easily to our body so it is just right to focus first on hand soaps.

10. What is Chairman Banga's approach to costing Lifebuoy? Do you agree with this approach?

Yes, I agree that Lifebuoy is reasonably priced to the masses. The approach is good because the people in the bottom of the pyramid budget their money carefully and Lifebuoy soap has a promising usefulness in killing germs.

11. What is the key to sustained community behavioral change according to Harpreet Singh Tibb?

Well I think it has to be an interactive one in order to fit in changes with the people they face with.

12. The Lifebuoy Swasthya Cheetna program decided to go through the local school system? Would this approach work in the Philippines?

I think this approach will work in the Philippines because many Filipino people are unconscious of the danger that diarrhea might cause and they also do not value cleanliness.

13. What is the Lifebuoy Swasthya Cheetna's process for creating behavioral change?

Lifebuoy’s process for behavioral change is described in three stages of exposure: Exposure 1 which is Initiation and Information, Exposure 2 which is Large-scale propagation and Exposure 3 which is Reinforcement and Preparation for sustainability.

14. Each exposure in the behavioral change process involved 5 key communication tactics? Can you add or subtract to these tactics? Would these tactics work in the Philippines?

Yes, I think that this is enough for the Filipino people who belongs in the bottom of the pyramid level. These strategies will help these people to be educated about good health.

15. Explain the germ-glow demonstration. Do you think it was effective? Are there any alternatives?

The germ-glow demonstration featured the use of a glow-germ powder that would symbolize the germs, a viewing black box and a black light. I think it was very effective. Maybe they could also demonstrate to the public the use of a microscope to show to people if there are still germs in their hands.

16. How did you think the Swasthya Cheetna program impact HLL? Was it a success?

The Swasthya Chetna program became favourable and helped HLL gained more sales and even grew by 30% on Lifebuoy alone. Definitely, it was a success!

17. How can wealthier Indian populations benefit from the health and hygiene messages?

They can benefit from these health hygiene and messages because some richer Indians were busy on their work which gives them the lack of information about health and the good benefits of hand washing.

18. Is the PPP scalable? What about the Swatshya Cheetna program?

For me, they are PPP alone is scalabe while Swasthya Chetna isn’t.

19. Yuri Jain claims that PPP has scale. Do you agree with him?

Yes, because PPP engage in partnership with the government and other big companies that can help sustain the needs of the program.

20. Why do you think PPP was slowed down while the Swathsya Cheetna program pushed through?