Set in India in the 1980s and 1990s, this series of cases concerns the attempts by the Unilever division Hindustan Lever Limited (HLL) to create, market, and distribute a detergent for India's rural poor. The upstart, low-priced Nirma detergent, manufactured by a former chemist, has overtaken HLL in the detergent market primarily because Nirma is being distributed and sold to this previously ignored segment of India's population. In this war of laundry powders, HLL must revise its traditional practices in manufacturing, marketing, and distribution pursuant to C. K. Prahalad and Allen Hammond's theory of the worldwide four-tiered market, in which the "bottom of the pyramid" is an untapped and potentially lucrative market. See also UV5263, UV4263, and UV5266.
Set in India in the 1980s and 1990s, this series of cases concerns the attempts by the Unilever division Hindustan Lever Limited (HLL) to create, market, and distribute a detergent for India's rural poor. The upstart, low-priced Nirma detergent, manufactured by a former chemist, has overtaken HLL in the detergent market primarily because Nirma is being distributed and sold to this previously ignored segment of India's population. In this war of laundry powders, HLL must revise its traditional practices in manufacturing, marketing, and distribution pursuant to C. K. Prahalad and Allen Hammond's theory of the worldwide four-tiered market, in which the "bottom of the pyramid" is an untapped and potentially lucrative market. See also UV5263, UV1972, and UV5266.
Set in India in the 1980s and 1990s, this series of cases concerns the attempts by the Unilever division Hindustan Lever Limited (HLL) to create, market, and distribute a detergent for India's rural poor. The upstart, low-priced Nirma detergent, manufactured by a former chemist, has overtaken HLL in the detergent market primarily because Nirma is being distributed and sold to this previously ignored market segment. In this war of laundry powders, HLL must revise its traditional practices in manufacturing, marketing, and distribution pursuant to C. K. Prahalad and Allen Hammond's theory of the worldwide four-tiered market, in which the "bottom of the pyramid" is an untapped and potentially lucrative market. See also the B (UV1972), C (UV4263), and D (UV5266) cases.
Set in India in the 1980s and 1990s, this series of cases concerns the attempts by the Unilever division Hindustan Lever Limited (HLL) to create, market, and distribute a detergent for India's rural poor. The upstart, low-priced Nirma detergent, manufactured by a former chemist, has overtaken HLL in the detergent market primarily because Nirma is being distributed and sold to this previously ignored segment of India's population. In this war of laundry powders, HLL must revise its traditional practices in manufacturing, marketing, and distribution pursuant to C. K. Prahalad and Allen Hammond's theory of the worldwide four-tiered market, in which the "bottom of the pyramid" is an untapped and potentially lucrative market. See also UV5263, UV1972, and UV4263.
This series of cases (see also the B [UVA-E-0108], C [UVA-E-0109], D [UVA-E-0110], and E [UVA-E-0147] cases) takes students through five design-and-manufacturing decisions confronting Albin Kalin, managing director of Rohner Textil AG, a textiles manufacturer in northeastern Switzerland. Faced with community pressure to use quieter machinery and challenged by increasingly stricter environmental regulations, Kalin has committed himself to improving the ecological profile of the mill. He has adopted a set of rule-based design imperatives proposed by William McDonough based on McDonough's concept "waste equals food." Given these strict environmental parameters, Kalin attempts to design and manufacture a compostable fabric for DesignTex, a division of the U.S. company Steelcase. The A case examines Kalin's choice of a twisting-yarn supplier: the two alternatives pose significant differences in product quality, reliability, and performance.
Susan Lyons, a vice president at DesignTex, a firm that develops high-end custom fabric collections, wants to create an environmentally responsible fabric that will provide a model for sustainable design. Lyons consults with William McDonough, a noted designer of environmentally sustainable buildings and materials, whose stated ideal is that "no environmental risk is acceptable." The A case follows the development of a new furniture fabric and asks students to decide whether McDonough's principles go too far--whether it is really necessary or feasible to redesign the chemical protocols to produce a completely compostable product that emerges from an absolutely clean manufacturing process. See also the B case (E-0100).