Title

Unilever Vietnam: A One-Rinse Revolution Towards A Sustainable Future (B)

Publication Type

Case

Year Completed

6-2014

Abstract

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.

Keyword(s)

Market leadership, market penetration, consumer adoption, innovation, megatrends, sustainability, rural activation, consumer psychology, Prospect Theory

Discipline

Advertising and Promotion Management | Business Administration, Management, and Operations | Business Law, Public Responsibility, and Ethics | Marketing | Technology and Innovation

Data Source

Field Research

Industry

Fast Moving Consumer Goods

Geographic Coverage

Vietnam

Temporal Coverage

2008

Education Level

Executive Education; Postgraduate; Undergraduate

Publisher

Singapore Management University

Case ID

SMU-14-0006B

Comments

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