Publication Type

Magazine Article

Version

Publisher’s Version

Publication Date

5-2015

Abstract

Unilever promotes water sustainability through product innovation. By October 2007, it had become apparent that competition in the laundry products segment in Vietnam was heating up rapidly. Huyen Bui, the senior brand manager for Comfort at Unilever Vietnam, was contemplating how to stay ahead of long-time rival, Procter & Gamble (P&G), in terms of market share. In April 2007, Unilever launched Comfort One Rinse, a fabric conditioner designed to reduce water use in hand-washed laundry by 66 percent. Six months later, P&G responded by launching Downy One Rinse, a nearly identical product.

Keywords

Case study, Vietnam, laundry products

Discipline

Asian Studies | Marketing | Strategic Management Policy

Research Areas

Marketing

Publication

Asian Management Insights

Volume

2

Issue

1

First Page

54

Last Page

58

ISSN

2315-4284

Publisher

Singapore Management University

Copyright Owner and License

Authors

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Additional URL

https://cmp.smu.edu.sg/ami/

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