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    Lifebuoy 074

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    Arya Das
    The Khushiyon ki Doli program had the risk of only focusing on housewives and the absence of the Glo-germ initiative. Its benefits included having a profound impact in media dark villages and brand recognition through direct engagement. The MP Initiative risked not having branding and low female literacy, but partnering with the government provided access and support. The Urban Schools liquids initiative risked only promoting one brand and focusing on urban areas. Its benefit was generating interest through Glo-germ. As Sitapati, I would choose to [1] add Glo-germ to Khushiyon ki Doli and make it more inclusive, [2] add more interactive programs to the MP Initiative,

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    Lifebuoy 074

    Uploaded by

    Arya Das
    214 views3 pages
    The Khushiyon ki Doli program had the risk of only focusing on housewives and the absence of the Glo-germ initiative. Its benefits included having a profound impact in media dark villages and brand recognition through direct engagement. The MP Initiative risked not having branding and low female literacy, but partnering with the government provided access and support. The Urban Schools liquids initiative risked only promoting one brand and focusing on urban areas. Its benefit was generating interest through Glo-germ. As Sitapati, I would choose to [1] add Glo-germ to Khushiyon ki Doli and make it more inclusive, [2] add more interactive programs to the MP Initiative,

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    The Khushiyon ki Doli program had the risk of only focusing on housewives and the absence of the Glo-germ initiative. Its benefits included having a profound impact in media dark villages and brand recognition through direct engagement. The MP Initiative risked not having branding and low female literacy, but partnering with the government provided access and support. The Urban Schools liquids initiative risked only promoting one brand and focusing on urban areas. Its benefit was generating interest through Glo-germ. As Sitapati, I would choose to [1] add Glo-germ to Khushiyon ki Doli and make it more inclusive, [2] add more interactive programs to the MP Initiative,

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    214 views3 pages

    Lifebuoy 074

    Uploaded by

    Arya Das
    The Khushiyon ki Doli program had the risk of only focusing on housewives and the absence of the Glo-germ initiative. Its benefits included having a profound impact in media dark villages and brand recognition through direct engagement. The MP Initiative risked not having branding and low female literacy, but partnering with the government provided access and support. The Urban Schools liquids initiative risked only promoting one brand and focusing on urban areas. Its benefit was generating interest through Glo-germ. As Sitapati, I would choose to [1] add Glo-germ to Khushiyon ki Doli and make it more inclusive, [2] add more interactive programs to the MP Initiative,

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    RESPONSIBLE BUSINESS ASSIGNMENT

    1. What risks and benefits are associated with each of the three handwashing
    behaviour change programs that have been proposed? (clearly write in bullet
    points the risk and benefit of KKD, MP and Urban individually)

    KKD or Khushiyon ki Doli


     Risks
     Only focussed on housewives
     Absence of the Glo-germ initiative as it was retained.
     Pooling of so many products meant there might be some conflict of interest
    among the different people associated with these products regarding the
    campaign.
     Benefits
     It had a profound impact on the residents of media dark villages i.e., it got a
    great reception.
     The promoters came in direct with the villagers with coupons and offers to
    create more brand recognition.
     Team members directly contacted the kirana stores and ensured the product
    availability in their stores.
    MP Initiative
     Risks
     No branding as it was strictly advised by Madhya Pradesh Government to
    not put any brand name on any training or materials which could be
    detrimental for the brand as they will get no brand recognition even after all
    the investment.
     MP was a state with low literacy rate for females so this initiative might
    falter if the female population is not able to comprehend what this initiative
    is all about.

     Benefits
     A joint partnership with the MP govt meant more access to the schools and
    further support UNICEF also helping with the printing of kits would reduce
    some effort for HUL which will be taking charge of training and providing
    materials like soap and other products.
     They provided training to the teachers who trained their students to wash
    their hands properly every time they go out, thus creating a demand for
    their liquid soaps.
    Urban Schools liquids initiative
     Risks
     It was only meant for the Lifebuoy brand and not to be associated with any
    other brands.
     It was meant for the urban location when the majority or more untapped
    customers were in the rural areas.
     More emphasis on liquid handwash than liquid soap.
     Benefits
     This created interest amongst the children because of the Glo-germ Initiative.
     This was aimed at increasing the usage of the liquid handwash which it did as
    the children carried on this practice to their home.

    2. As Sitapati in 2013 what decision would you make regarding the three
    handwashing behaviour change programs that have been proposed? (5
    Marks) Explain why? (5 Marks)
    1. Khushiyon ki Doli
     Add the Glo-germ Initiative as it would be more fascinating for the rural
    people to see such thing and it would increase more curiosity amongst the
    residents.
     Making it more women and children centric rather than just women centric
    so that there will be more consumers for my product.
    2. MP Initiative
     Addition of more interactive programmes: - Just giving training to the
    teachers won’t be enough, to make the sessions more interactive, videos,
    skits and other programmes must be inducted to the program so that it would
    make it look attractive and understandable.
    3. Urban Schools Liquid programs
     Both of the products should have been endorsed: Promoting the liquid
    handwash to wash your hands and using the liquid soap to clean your body
    should have been the idea to go with, just focussing on the handwash isn’t
    enough, one must also consider the soap as it is a cheaper and has a
    multipurpose characteristic. Combining these two products would be more
    ideal rather than converging all your resources on one single product.
     It should also focus on semi-urban locations as well: Recently developing or
    up and coming localities should also be targeted as they are not ignorant as
    the rural consumers and can also understand the importance of hygiene and
    thus a demand for these products can be created in such areas. Therefore,
    these semi-urban locations must be taken into consideration.

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