イギリス·オランダ資本の食料品·大衆消費材会社のUNLIVERは、欧州の経済危機による"貧困化"のために"少量"·"少額"製品を販売開始
Unilever se prepara para una “vuelta a la pobreza” en Europa
El grupo que reúne marcas como Knorr y Lipton aplicará estrategias de mercados emergentes
EP Ámsterdam 27 AGO 2012 - 14:01 CET
Unilever prepares for a "return to poverty" in Europe
The group that brings brands like Knorr and Lipton apply emerging market strategies
Amsterdam EP 27 AGO 2012 - 14:01 CET
The economic crisis and its impact on consumer habits have pushed the Anglo Dutch food and consumer products Unilever to rethink their business strategy in Europe and prepare for "the return of poverty." The group announced Monday that apply in this continent own emerging market strategies.
"Poverty is back in Europe", said the head for Europe of the third world's biggest consumer products, Jan Zijderveld, told the German daily Financial Times Deutschland.
The group has started selling in Spain detergent in a single dose format with five washes
"If a Spanish only spend an average of 17 euros for each purchase, then I can not sell detergent by half its budget," the CEO of the company that owns brands such as Knorr, Lipton, Rexona and Pond's.
Unilever plans to transfer to Europe proven strategies in emerging markets. "In Indonesia, we sell single doses of shampoo to 2 or 3 cents and still get a decent profit," says Zijderveld. "We know how to do, but in Europe we had forgotten over the years preceding the crisis," he added.
The German newspaper said that Unilever has started selling detergent in Spain under the brand 'Surf' in a format with only five washes dose, while in Greece the multinational already offers mayonnaise and mashed potatoes in individual packets, while selling products staples like olive oil or tea under local cheap brands, a strategy also adopted in the UK.
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