Low income markets : profitable markets? : a case study on Hindustan Lever in India | |
| Author | Albaiceta, David |
| Call Number | AIT RSPR no.SM-03-30 |
| Subject(s) | International business enterprises--India Business enterprises--India |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master on Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ;no. SM-03-30 |
| Abstract | In this paper I talk about the revolutionary strategy that Unilever' s subsidiary in India, Hindustan Lever, has implemented in this country. Unilever has been one of the pioneers among multinationals in entering low-income markets. For multinationals being successful in low-income markets, this requires the development and implementation of new strategies. Being profitable in these markets is a managerial challenge, since implies the formulation of new business models. Multinationals targeting low-income markets have to create a whole commercial infrastructure in order to assure: access to income for the potential customers, affordable and "tailored-to-the-poor" products, a wide distribution channel and efficient ways of communicating. By analyzing the successful strategy of Hindustan Lever in India, this research shows the imp01iance that low-income markets could hold for multinationals in the future. In fact, there are now other multinationals, which are also targeting these markets. But not only multinationals are entering low-income markets, also local companies are targeting these markets. Especially in India, we find many entrepreneurs servicing the poor in a profitable way. Creating a market out of the poor could be a good solution for multinationals seeking new markets and, at the same time, it would improve the lives of millions of forgotten people. |
| Year | 2003 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-03-30 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Johri, Lalit M. |
| Examination Committee(s) | Swierczek, Fredric William; Truong Quang |
| Scholarship Donor(s) | - |
| Degree | Research report (M.Sc.) - Asian Institute of Technology, 2003 |