How can premium brands survive during an economic recession?
The paper presents results of a fundamental work conducted across a wide range of Unilever products in Brazil to provide knowledge-based guidance for a multi-faceted CRM program. The paper shows the importance of a systematic research-based approach to problem solution in a challenging business environment. The paper concludes with suggestions and practical recommendations on how the approach can be used on a sustained basis across different industries, and how it can be appropriately modified to apply to smaller companies.
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