I just read this news item in ET on the smelliness of Asians. Link
To quote from the article, According to Russel Taylor Unilever’s global V-P for Axe deodorants, “No one had yet found a way of making Asians self-conscious about body odour.” , he adds that the region offers a billion-pound opportunity (for Unilever’s deodorants) — ”the last empty space on the map.”
According to Unilever consumption of deodorants in India is ‘virtually nil’ and that only 7% of Asians use deodorants. And the solution identified by the company to tap the market is use a ad campaign to induce shame about sweat stains and body odour across the region............
The article also says that the comments have not gone down well with the Hindustan Unilever (HUL) top brass. I am sure many others would share the feelings,
Questions on role and power of marketing in promotion of products which are not needed comes up in one's mind??
Wednesday, May 28, 2008
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I just read this news item in ET on the smelliness of Asians. Link
To quote from the article, According to Russel Taylor Unilever’s global V-P for Axe deodorants, “No one had yet found a way of making Asians self-conscious about body odour.” , he adds that the region offers a billion-pound opportunity (for Unilever’s deodorants) — ”the last empty space on the map.”
According to Unilever consumption of deodorants in India is ‘virtually nil’ and that only 7% of Asians use deodorants. And the solution identified by the company to tap the market is use a ad campaign to induce shame about sweat stains and body odour across the region............
The article also says that the comments have not gone down well with the Hindustan Unilever (HUL) top brass. I am sure many others would share the feelings,
Questions on role and power of marketing in promotion of products which are not needed comes up in one's mind??
I just read this news item in ET on the smelliness of Asians. Link
To quote from the article, According to Russel Taylor Unilever’s global V-P for Axe deodorants, “No one had yet found a way of making Asians self-conscious about body odour.” , he adds that the region offers a billion-pound opportunity (for Unilever’s deodorants) — ”the last empty space on the map.”
According to Unilever consumption of deodorants in India is ‘virtually nil’ and that only 7% of Asians use deodorants. And the solution identified by the company to tap the market is use a ad campaign to induce shame about sweat stains and body odour across the region............
The article also says that the comments have not gone down well with the Hindustan Unilever (HUL) top brass. I am sure many others would share the feelings,
Questions on role and power of marketing in promotion of products which are not needed comes up in one's mind??
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