DOING GOOD AND DOING WELL: THE CASE OF LIFEBUOY BERBAGI SEHAT

“Doing good and doing well; the case of Lifebuoy Berbagi Sehat”  (it will henceforth be referred to as :“LBS”)  describes how Lifebuoy, a market leader brand  of toilet soap in Indonesia maintains its leadership in a mature market by embedding CSR as part of the brand identity.  This case depicts the thorough analysis and the strategy Lifebuoy developed and implemented as well the results,   with CSR in Unilever Indonesia as the backdrop.

Issues which can be brought up from the LBS case for class discussion would evolve around the step-by-step strategy developed by Lifebuoy, the results at one point in time, and the challenges ahead.  Ultimately, the discussion needs to be converged into the concept of CSR.