Realities of Emerging Markets: Some Lessons from Unilever's Strategy for Lifebuoy & Sunsilk in India |
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For example, a subsidiary of Unilever was first established in India in the 1930s, and the company's products were available in the country even earlier - the laundry soap 'Sunlight' reached India in 1888. Since then, Hindustan Lever (now Hindustan Unilever), with its range of bath and beauty products, has always been a significant presence in middle-class Indian homes.
Keywords:Strategy, Emerging markets, Globalization, Base of Pyramid, BoP, Marketing leader strategy, Segmentation, Targeting, Sunsilk, Lifebuoy, Unilever, India
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