SMART MARKETING = DOING GOOD

摘要

WHEN Hindustan Unilever Chairman Harish Manwani said at the company's annual general meeting that HUL motivates its customers (two-thirds of all Indians use Unilever products every day) to take small actions that collectively make a big difference to sustainable living, it wasn't only a sales pitch.HUL is doing some smart marketing by walking the talk with quite a few of its brands. Consider Lifebuoy. The company conducted the biggest home and personal care clinical trial with more than 2 000 families in Mumbai some time ago. Half were given Lifebuoy and education about the importance of hand washing five times a day. Compared to the control group, the target group had 25 per cent less cases of diarrhoea; 19 per cent fewer respiratory infections; and 40 per cent fewer days off school.