Publication Type
Magazine Article
Version
publishedVersion
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
Citation
REDDY, Srinivas K..
Rinse, but no need to repeat. (2015). Asian Management Insights. 2, (1), 54-58.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/4997
Copyright Owner and License
Authors
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://cmp.smu.edu.sg/ami/