Unilever aims high and low to grow Asian sales

Unilever aims high and low to grow Asian sales

Unilever is planning to grow sales across Asia with a two-pronged approach that should see the Anglo-Dutch FMCG giant cater for both low-income and middle-class shoppers, according to a report published by the Nikkei Asian Review.

Nikkei’s report points to Unilever’s re-entry to the Myanmar market as a case in point; the manufacturer of Fair & Lovely signed a joint venture with Europe & Asia Commercial in May, with a stated goal of increasing personal care sales three-fold by 2020.

“The combination of a growing economy, greater stability and demographics make Myanmar a long-term growth market,” Pier Luigi Sigismondi, President Southeast Asia and Australasia at Unilever, told the Nikkei Asian Review.

The FMCG player is targeting low income shoppers in developing economies with single-use sachets, training women in rural communities and small local retailers as sales representatives, while at the other end of the spectrum, in more established Asian markets such as India, the owner of Dove and Axe is encouraging consumers to trade up to premium products.

 

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