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

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

Part B of this case series takes place in December 2008, a little more than a year following the events of part A. Although significant progress has been made since then, the Comfort One Rinse range has not yet reached 50% market penetration… though neither has Downy. The biggest obstacle is rural a...

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Bibliographic Details
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/97
https://cmp.smu.edu.sg/case/3301
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Institution: Singapore Management University
Language: English
Description
Summary:Part B of this case series takes place in December 2008, a little more than a year following the events of part A. Although significant progress has been made since then, the Comfort One Rinse range has not yet reached 50% market penetration… though neither has Downy. The biggest obstacle is rural activation. What more can Nguyen do to push into the rural market? In the second part of this case series, students will recognise potential roadblocks to consumer adoption of new, innovative products and formulate strategies to overcome such roadblocks.

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