Unilever Platinum Stores: Building a brand for the community

• المؤلفون الرئيسيون: ZERRILLO, Philip C., MATHUR, Sarita, ITTHIOPASSAQUL, Pannapachr
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 2015
• الموضوعات: Unilever; FMCG; Thailand; Asia; General Trade; Mom and Pop Shop; Convenience Store; Marketing; Distribution Channels; Branding; Community Brand; Brand Consistency; Point of Sales; Merchandising; Market Based Assets; Asian Studies; Entrepreneurial and Small Business Operations; Sales and Merchandising
• الوصول للمادة أونلاين: https://ink.library.smu.edu.sg/cases_coll_all/112; https://cmp.smu.edu.sg/case/3291

This case describes the conception and development of an innovative store concept by Unilever, Thailand, and illustrates the challenges of setting up and scaling a corporate social responsibility (CSR) project that involves the active participation of the members of the community. Against the backdr...