Unilever differs themselves in the way they bring their products to other countries by

incorporating global thinking with the local taste. They create products that address
global needs while adapting to their host countries which may be in the form of
advertising, pricing of product modification. One of the challenges they have faced is
supplying the needs of rural consumers in emerging markets. In developing countries
like the Philippines, most of the people cannot afford to buy essential products in
standard sizes due to the low income bracket. To address this problem, Unilever offered
low cost products in sachets such as deodorants, soaps, and shampoos which were
regularly sold in other countries in large bottles. One example was the Rexona
deodorant which initially appealed only to half of the Filipino consumers due to its price,
but is now regularly purchased in small packets. (Mahajan, 2016)

Proctor and Gamble differentiates itself by stressing on quality and value among its
products, through which they are able to sell at premium prices. Intensive research and
development has allowed them to create products with distinct features and attributes
that fit consumers’ needs. (Smithson, 2017) P&G uses their immersive research to step
beyond their office and reach local communities to understand what products are
needed by consumers as well as the speciation that these products need to have. In
their “Living it and Working it Program,” they send their employees to live with
consumers which allows them to determine the types of products that they use and how
they use them, as well as the struggle they face as they use the existing products.
Another part of the program allows the employees to work in small stores which allows
them to observe how consumers decide on which products consumers buy and the
ones they ignore. (Dabholkar, 2008) Doing so allows the P&G continuously improve
their products by zooming in to the little details that are oftentimes overlooked through
ordinary research, and therefore increase value among customers.

Dabholkar, V. (2008) Immersive research: P&G’s approach of getting deep customer

insights. https://www.catalign.in/2008/12/immersive-research-p-approach-of.html

Mahajan, A. (2016) How Unilever Reaches Rural Consumers in Emerging Markets.

https://hbr.org/2016/12/how-unilever-reaches-rural-consumers-in-emerging-
markets

Smithson, N. (2017) Procter & Gamble’s Generic Strategy & Intensive Growth
Strategies. https://panmore.com/procter-gamble-generic-strategy-intensive-
growth-strategies