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