Giving a Brand a Passport

Michele Fioroni and Garry Titterton

Chapter Chapter 16 in Brand Storming, 2009, pp 152-157 from Palgrave Macmillan

Abstract: Abstract When Unilever’s advanced washing products, the fruit of considerable investments in research and development, were unsuccessful on the Indian market, the managers of the company racked their brains to understand the cause of failure. The answer was simple and disconcerting: in India, most of the washing is done under running water or in rivers, and therefore neither powders nor liquid detergents represented a real need. Unilever readapted its products to the Indian market by developing a synthetic detergent in a bar, which was just as effective as either powder or liquid detergent but was used differently.

Keywords: International Scale; Synthetic Detergent; Indian Market; Liquid Detergent; Advertising Agency (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23351-5_16

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DOI: 10.1007/978-0-230-23351-5_16

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