August 28, 2012

CHANGE: Unilever sees ‘return to poverty’ in Europe. “Unilever will adopt marketing strategies used in developing countries in order to drive future growth in Europe, as the head of its European business warned that poverty will rise in the region as a result of the debt crisis . . . Unilever has already started to change the way it sells some of its products. In Spain, the company sells Surf detergent in packages for as few as five washes, while in Greece, it now offers mashed potatoes and mayonnaise in small packages, and has created a low-cost brand for basic goods such as tea and olive oil. ‘In Indonesia, we sell individual packs of shampoo 2 to 3 cents and still make decent money,’ said Mr Zijderveld. ‘We know how to do that, but in Europe we have forgotten in the years before the crisis.'”

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