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

• 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
• Institution: Singapore Management University

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...