Unilever’s Lifebuoy in Myanmar: Soap suds for social good?

• Main Authors: ZERRILLO, Philip C., JOSHI, Havovi
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2016
• Subjects: Awareness Building; brand activation; FMCG; Hygiene; Market Entry; penetration; promotion; rural; soap; strategy; Sustainability; targeting; Asian Studies; Marketing; Strategic Management Policy
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/155; https://cmp.smu.edu.sg/case/3311
• Institution: Singapore Management University

It is June 2015, ten months after Unilever had re-launched Lifebuoy soap in Myanmar. The brand had performed exceedingly well, particularly in the metro and urban areas of Myanmar, and Unilever was on-target to achieve its goal of changing the handwashing behaviour of 20 million people in Myanmar by...