Growth Strategies Case Study

Case Title:

Unilever Brings Frugal Innovation into Europe

Abstract:
Betting on the success story of its Indian subsidiary, Unilever is now planning to apply the strategy of selling small sachets and economy packs in Europe and the developed world to cater to the shrinking budgets of consumers and the economic downturn in this part of the world.

Pedagogical Objectives:

• To comprehend the concept of bottom of the pyramid
• To discuss the concept of frugal innovation
• To discuss the US retailing industry and the seasonality associated with it
• To analyze and discuss the strategy of Unilever in implementing frugal innovation in developed nations
• To debate whether the strategy of frugal innovation would make Unilever number one in the FMCG sector.

Keywords : Bottom of the Pyramid, Brazil, China, Consumer Packaged Goods, Creative industries, Danone, Developed Markets, Developing Markets, Economic Downturn, Emerging markets, Euro Zone, European market, Fast Moving Consumer Goods, Forbes 2000, France, Frugal Innovation, Germany, Greece, Hindustan Unilever Limited, Indonesia, Indonesia, Italy, Jam Zijderveld, Jean-Marc Huet, Joyeeta, Latin American, Lever Brother Ltd, Nigeria, Paul Polman, Philippines, Procter & Gamble, Project Shakti, Robert A. McDonald, Rural Marketing, Saubaghya, Small Packs, Spain, Surf, Sustainability Program, Tresemme, Unilever, US Market, Vietnam, William Ackman

Contents : 
Introduction
Background Note
Crisis Stricken European Countries
Frugal Strategy in Europe
Hul Shakti Strategy
Exhibits