Case Study 3: Lakme Pure Defense: An Antipollution Cream

Atanu Adhikari and Sanjit Kumar Roy ()
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Atanu Adhikari: Indian Institute of Management Kozhikode
Sanjit Kumar Roy: Coventry Business School, Coventry University

A chapter in Marketing Cases from Emerging Markets, 2014, pp 25-29 from Springer

Abstract: Abstract Unilever is known all over the world with a huge product range targeting various segments of customers. In April 2008, Hindustan Unilever Ltd was embarking on the launch of its product range of antipollution cream called Pure Defense. This new range was developed in India with the help of Unilever skincare technology. Launching a new product type needs long-term research and effort and every department of the company is involved in evaluating every detail, the pros, and cons and then based on their evaluations, the managers decide whether to go ahead with the launch.

Keywords: Retail Outlet; Product Range; Direct Marketing; Beauty Product; Customer Insight (search for similar items in EconPapers)
Date: 2014
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DOI: 10.1007/978-3-642-36861-5_5

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