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Unilever Adopts Emerging Market Strategies In Europe And US Markets

September 29, 2012: 12:00 AM EST
Unilever started adopting marketing strategies, which the company had developed for emerging markets, in Europe and the United States. These strategies include selling smaller product packs, budget-friendly variants of bestselling brands, and single-serve sachets. Unilever executives said the move is part of the company's efforts to serve consumers in developed markets who are currently affected by unemployment and decline in disposable income. For example, Unilever sells in Spain Surf detergent in packs that offer five washes; in Greece, the company sells small packages of mashed potatoes and mayonnaise.
Kala Vijayraghavan, "Unilever takes HUL strategies like small packs, cheaper variants to developed markets", The Economic Times, September 29, 2012, © Bennett, Coleman & Co. Ltd.
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