To grow its market in India Hindustan Unilever, a Provide Home and Personal Care products, adopted an innovative approach. The company recognised that low-income women preferred to use a single soap for both hair and body but that it also had to overcome a commonly-held belief that inexpensive shampoos were too harsh. The company developed…

BPIR Categories

1.2.3 Identify new innovations that meet customer needs
4.1.1 Identify market segments & target customers
4.1.4 Develop & implement marketing strategy

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