Fitting the Market, Unilever Customizes for India

Unilever saw an opportunity among low-income consumers in India who wanted to buy the company’s high-end detergents and personal care products, but could not afford them. The company responded by developing low-cost packaging and other options that allowed it to offer dramatically less expensive options. This flexibility not only opened a new market for the company, but also allowed it to develop brand loyalty that consumers could take with them when their income increased and they could afford higher-end products from the same manufacturer.

Regional norms have an impact on products such as detergent, too. For example, while in the U.S. people are accustomed to using both hot and cold water for laundry, some regions use only cold water and require detergents that will get clothing clean in those conditions.

This is an excerpt from Dr. Czinkota’s book Global Business: Positioning Ventures Ahead, co-authored by Dr. Ilkka Ronkainen.

Michael R Czinkota and Ilkka A Ronkainen, Global Business: Positioning Ventures Ahead (New York: Routledge, 2011), pg. 162.

Click HERE to acquire the full book.

6 thoughts on “Fitting the Market, Unilever Customizes for India

  1. My brother suggested I may like this web site. He was once totally right.
    This put up actually made my day. You can not consider just how so much time I had spent for this info!
    Thank you!

  2. I really like your blog.. very nice colors & theme.

    Did you create this website yourself or did you hire someone to do it for
    you? Plz reply as I’m looking to design my own blog and would like to know where u got this from.

    appreciate it

  3. Hey I know this is off topic but I was wondering if you knew of any widgets I could add to my blog that automatically tweet my
    newest twitter updates. I’ve been looking for
    a plug-in like this for quite some time and was hoping maybe you would
    have some experience with something like this. Please let me know
    if you run into anything. I truly enjoy reading your blog and I look forward to your new updates.

Leave a Reply