Unilever Vietnam: A one-rinse revolution towards a sustainable future (A)

• Main Authors: REDDY, Srinivas, DULA, Christopher, WONG, Adina
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2014
• Subjects: Market leadership; market penetration; consumer adoption; innovation; megatrends; sustainability; rural activation; consumer psychology; Prospect Theory; Advertising and Promotion Management; Business Administration, Management, and Operations; Business Law, Public Responsibility, and Ethics; Marketing; Technology and Innovation
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/98; https://cmp.smu.edu.sg/case/3301
• Institution: Singapore Management University

It is October 2007 and competition in the fast-moving consumer goods space is heating up in the developing markets. Vietnam is no exception and Unilever believes it can seize greater market opportunity through innovative and environmentally sustainable product offerings. Nguyen Van Linh, head of mar...