Other than past, the crisis is there and for a few years it won't come out. At least not according to the management of Unilever, the multinational of food, cosmetics and household hygiene which counts among its brands Knorr, Algida ice cream, Dove, Cif. So much so that the Group is thinking of bring the sales strategy adopted in developing Asian countries to Europe. This was explained in an interview with the German edition of the "Financial Times" by Jan Zijderveld, head of Unilever for Europe, explaining that the company must face "the return to poverty" in the euro area.
“In Indonesia,” Zijderveld said, “we sell a single pack of shampoo for 2-3 cents and we earn the same.” And so Unilever is preparing for the VAT increase in Spain which will cause a large drop in consumption and is adapting to the new and lighter budgets of Europeans when they enter supermarkets.
“The markets in Europe they are a bit like the Olympic Games of distribution”, explained Zijderveld, “they are the most difficult. Those who succeed here will succeed anywhere“. European consumers should therefore get ready for new reduced packs, the trick will be just this: small doses at bargain prices.
