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Compact case
Case
-
Reference no. UVA-E-0267
Subject category: Ethics and Social Responsibility
Authors: Jenny Mead (Darden School of Business, University of Virginia); Patricia H Werhane (Darden School of Business, University of Virginia); Michael E Gorman (School of Engineering and Applied Science, University of Virginia); Pia Ahmad (Darden School of Business, University of Virginia)
Published by: Darden Business Publishing
Originally published in: 2004
Version: 04.10
Revision date: 12-Jul-2011
Length: 4 pages
Data source: Published sources
Topics: Change implementation; Ethical issues; Market analysis; Market segmentation; Marketing research; Marketing strategy; Product positioning; Bottom of the pyramid; India; Strategy
Share a link: https://casecent.re/p/1222
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Abstract

Set in India in the 1980s and 1990s, this series of cases concerns the attempts by the Unilever division Hindustan Lever Limited (HLL) to create, market, and distribute a detergent for India's rural poor. The upstart, low-priced Nirma detergent, manufactured by a former chemist, has overtaken HLL in the detergent market primarily because Nirma is being distributed and sold to this previously ignored segment of India's population. In this war of laundry powders, HLL must revise its traditional practices in manufacturing, marketing, and distribution pursuant to CK Prahalad and Allen Hammond's theory of the worldwide four-tiered market, in which the 'bottom of the pyramid' is an untapped and potentially lucrative market.
Industry:
Consumer goods
Teaching note
-
Reference no. UVA-E-0266TN
Subject category: Ethics and Social Responsibility
Authors: Michael E Gorman (School of Engineering and Applied Science, University of Virginia); Jenny Mead (Darden School of Business, University of Virginia); Patricia H Werhane (Darden School of Business, University of Virginia); Pia Ahmad (Darden School of Business, University of Virginia)
Published by: Darden Business Publishing
Published in: 2005
Length: 6 pages
Data source: Published sources
View full details
Case
-
Reference no. UVA-E-0266
Subject category: Ethics and Social Responsibility
Authors: Pia Ahmad (Darden School of Business, University of Virginia); Jenny Mead (Darden School of Business, University of Virginia); Patricia H Werhane (Darden School of Business, University of Virginia); Michael E Gorman (School of Engineering and Applied Science, University of Virginia)
Published by: Darden Business Publishing
Originally published in: 2004
Version: 19 April 2010
Length: 11 pages
Data source: Published sources
Topics: Advertising and promotion; Branding strategy; Competitive advantage/competing on capabilities; Consumer behavior; Consumer marketing; Corporate responsibility; Distribution; Entrepreneurship and innovation; Ethics; Ethics in marketing; Globalization; Leadership and values; Market segmentation; Marketing; Marketing analysis and research
View full details
Compact case
Case
-
Reference no. UVA-E-0268
Subject category: Ethics and Social Responsibility
Authors: Pia Ahmad (Darden School of Business, University of Virginia); Jenny Mead (Darden School of Business, University of Virginia); Patricia H Werhane (Darden School of Business, University of Virginia); Michael E Gorman (School of Engineering and Applied Science, University of Virginia)
Published by: Darden Business Publishing
Originally published in: 2004
Version: 19 April 2010
Length: 4 pages
Data source: Published sources
Topics: Advertising and promotion; Competitive advantage/competing on capabilities; Consumer behavior; Consumer marketing; Corporate responsibility; Distribution; Environment; Ethical decision making; Ethics; Leadership and organizational behavior; Leadership and values; Market segmentation; Marketing; Marketing research; Pricing
View full details
Compact case
Case
-
Reference no. UVA-E-0269
Subject category: Ethics and Social Responsibility
Authors: Pia Ahmad (Darden School of Business, University of Virginia); Jenny Mead (Darden School of Business, University of Virginia); Patricia H Werhane (Darden School of Business, University of Virginia); Michael E Gorman (School of Engineering and Applied Science, University of Virginia)
Published by: Darden Business Publishing
Originally published in: 2004
Version: 19 April 2010
Length: 4 pages
Data source: Published sources
Topics: Branding strategy; Competitive advantage/competing on capabilities; Consumer behavior; Consumer marketing; Direct and Interactive Marketing; Distribution; Ethical decision making; Ethics; Market segmentation; Marketing; Marketing analysis and research; Marketing strategy and planning; Pricing; Product management and new products; Stakeholder management
View full details

About

Abstract

Set in India in the 1980s and 1990s, this series of cases concerns the attempts by the Unilever division Hindustan Lever Limited (HLL) to create, market, and distribute a detergent for India's rural poor. The upstart, low-priced Nirma detergent, manufactured by a former chemist, has overtaken HLL in the detergent market primarily because Nirma is being distributed and sold to this previously ignored segment of India's population. In this war of laundry powders, HLL must revise its traditional practices in manufacturing, marketing, and distribution pursuant to CK Prahalad and Allen Hammond's theory of the worldwide four-tiered market, in which the 'bottom of the pyramid' is an untapped and potentially lucrative market.

Settings

Industry:
Consumer goods

Related

Teaching note
-
Reference no. UVA-E-0266TN
Subject category: Ethics and Social Responsibility
Authors: Michael E Gorman (School of Engineering and Applied Science, University of Virginia); Jenny Mead (Darden School of Business, University of Virginia); Patricia H Werhane (Darden School of Business, University of Virginia); Pia Ahmad (Darden School of Business, University of Virginia)
Published by: Darden Business Publishing
Published in: 2005
Length: 6 pages
Data source: Published sources
View full details
Case
-
Reference no. UVA-E-0266
Subject category: Ethics and Social Responsibility
Authors: Pia Ahmad (Darden School of Business, University of Virginia); Jenny Mead (Darden School of Business, University of Virginia); Patricia H Werhane (Darden School of Business, University of Virginia); Michael E Gorman (School of Engineering and Applied Science, University of Virginia)
Published by: Darden Business Publishing
Originally published in: 2004
Version: 19 April 2010
Length: 11 pages
Data source: Published sources
Topics: Advertising and promotion; Branding strategy; Competitive advantage/competing on capabilities; Consumer behavior; Consumer marketing; Corporate responsibility; Distribution; Entrepreneurship and innovation; Ethics; Ethics in marketing; Globalization; Leadership and values; Market segmentation; Marketing; Marketing analysis and research
View full details
Compact case
Case
-
Reference no. UVA-E-0268
Subject category: Ethics and Social Responsibility
Authors: Pia Ahmad (Darden School of Business, University of Virginia); Jenny Mead (Darden School of Business, University of Virginia); Patricia H Werhane (Darden School of Business, University of Virginia); Michael E Gorman (School of Engineering and Applied Science, University of Virginia)
Published by: Darden Business Publishing
Originally published in: 2004
Version: 19 April 2010
Length: 4 pages
Data source: Published sources
Topics: Advertising and promotion; Competitive advantage/competing on capabilities; Consumer behavior; Consumer marketing; Corporate responsibility; Distribution; Environment; Ethical decision making; Ethics; Leadership and organizational behavior; Leadership and values; Market segmentation; Marketing; Marketing research; Pricing
View full details
Compact case
Case
-
Reference no. UVA-E-0269
Subject category: Ethics and Social Responsibility
Authors: Pia Ahmad (Darden School of Business, University of Virginia); Jenny Mead (Darden School of Business, University of Virginia); Patricia H Werhane (Darden School of Business, University of Virginia); Michael E Gorman (School of Engineering and Applied Science, University of Virginia)
Published by: Darden Business Publishing
Originally published in: 2004
Version: 19 April 2010
Length: 4 pages
Data source: Published sources
Topics: Branding strategy; Competitive advantage/competing on capabilities; Consumer behavior; Consumer marketing; Direct and Interactive Marketing; Distribution; Ethical decision making; Ethics; Market segmentation; Marketing; Marketing analysis and research; Marketing strategy and planning; Pricing; Product management and new products; Stakeholder management
View full details