Unilever Vietnam: A one-rinse revolution towards a sustainable future (B)
Publication Type
Case
Publication Date
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
Research Areas
Marketing
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
Additional URL
https://cmp.smu.edu.sg/case/3301
Comments
SMU Faculty/Staff can download the case and teaching note with your SMU login ID and Password via the following links:
For purchase of the case and supplementary materials via The Case Center, please access the following links: