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【カラー版】Unilever in India: Hindustan Lever's Project Shakti--Marketing FMCG to the Rural Consumer

通常価格 ¥1,650 JPY
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To maximize their effectiveness, color cases should be printed in color. With liberalization of India's economy and the opening up of markets to foreign multinationals such as Procter & Gamble, the Indian subsidiary of Unilever--Hindustan Lever Ltd. (HLL)--was under pressure to grow revenues and profits. HLL had a long and stellar record of market leadership in India (with market shares of nearly 60%) in categories such as soap, detergent, and shampoos. Documents HLL's innovative approach to penetrate rural markets (with populations less than 1,000), where two-thirds of India's population lives, with a scheme named "Shakti" (meaning empowerment). The central question is: How should the company scale Shakti and make it profitable? Includes color exhibits.

【書誌情報】

ページ数:24ページ

サイズ:A4

商品番号:HBSP-505056-C

発行日:2005/2/23

登録日:2021/10/20

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