BINUS BUSINESS SCHOOL Group 2 : Business Ethics Brenda Hendriana Jefri Pramita Wardani

Doing Good and Doing Well : The Case of Lifebuoy Berbagi Sehat

C A S E S U M M A R Y

SITUATION

1984

Lifebuoy brand core is consistent to become the champion in health and hygiene, it also promised of protection and a commitment to support life through unbeatable protection.

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ULI success strategy is to required the highest standards of corporate behavior towards everyone worked with, the environment where the community grew with, where it was the road to a sustainable profit growth, long-term value for its shareholders, people, and business partners

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ULI do market researching to capture the insights of the customer motivational and buying habits. It helps the company to develop innovative initiatives and marketing activities.

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Lifebuoy Berbagi Sehat is a program to build knowledge and encourage good hygiene habits among the Indonesian public .The idea background : too many Indonesians still suffer life-threatening diseases.

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INNOVATION – ACTIVATION - COMMUNICATION

Target Group

Principles Partners The elements of Lifebuoy berbagi sehat

Focus Campaign : Children Programs :

Donation program 1000 latrines

Focus Campaign : Public Programs :

School visitation Distributing health booklet Hand washing ambush to mall, food courts and restaurant

Focus Campaign : Media + Schools (Teacher +Students) Donation program Terimakasih School road show Teacher Seminar and teacher as an influencers Journalist writing campaign

LBS 1

LBS 2

LBS 3

QUESTIONS

Having Studied LBS 1, do you think LBS 2 and LBS 3 are good strategies? Why or why not? Please analyze then propose your recommendation for LBS 2 and LBS 3 and the rationales behind.

QUESTION NO 1 Yes the strategies in LBS 2 and LBS 3 was a good and right strategy that the company has ever done. The main point of this LBS strategy lies on the best strategies on how well the company since from the start to keep maintaining their performance, making their product as a society new life style, which means after they got a “brand image”, the image helps them to build customer new lifestyle, and as a results the company gain customer trustworthiness.

Having adopted the strategy, issues facing Lifebuoy were : “How do we expand CSR as part of the brand identity and still being functional? What do we strike the balance?” (Between doing good for others and the business case?) And what are the predicaments? Please elaborate your views.

QUESTION NO 2 “Shifting your mindset from safeguarding your reputation to reinventing your business in ways that make a real difference to society” ( Zimon Zadek, Harvard business review). What ULI has done in terms of CSR of course will have a good results for the company brand identity, and if the brand identity can both bring profit to the company and society, so it means this company is a real market leader.

In general, what do you think of the statement : “Doing good and doing well?” Do you think the concept of CSR is tarnished? Or do you believe there should be a business case to any CSR Program?

QUESTION NO 3 The concept of CSR prominently is not a tarnished things, as long as the company run it without a reason behind, just like what ULI has done. They were implementing a CSR as part of their company values, especially because they were in a business of consumer goods, so doing a CSR was a good decision they have done. In this case, there’s nothing such an ethically wrong in “doing good and doing well”.