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Wednesday, January 25, 2017

Unilever Nepal bullying Nepali soap market

From a  source, I came to know that the current Animal Fat awareness campaign which is currently being run in radio and newspaper is financed by Unilever Nepal. Breaking news is they are planning to launch their own range of animal fat free soap. As part of their aggressive marketing campaign  they have launched this customer awareness campaign where they are targeting print and audio media with the whole concept of first driving the people with awareness and then launching their fat free soap.

On one hand this campaign certainly shows the unhealthy competition in the market where the big organization like Unilever uses such campaigns and power of money in favor of capitalizing their own benefit where as on other it is really sad for smaller industries who have been struggling to survive as they have no option.

Good or bad driving people for a certainly motive this campaign has its pros and cons on the table. I think the Unilever Nepal should not radicalize this issue in such a way creating bad impression of the whole industry. The way this marketing campaign has been pushed showcases the aspect of business world vs public welfare. Since this issue is very closely related to people's belief and culture the Unilever should not push it hard. It should have been put it in a more shuttle way giving option to the people.

Playing it indirectly, they are trying to capture the market but hey its a open world where cost, quality and comfort matters.

If you can give a product in lower price with a good quality the product is genuinely successful. Aggressive marketing campaigns like this at times can have serious consequences.



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