Marketing in an economic downturn: Unilever’s approach in Indonesia

The article outlines how Unilever invested in a year-long consumer tracking project to monitor its core target demographics during Indonesia’s 2015 economic downturn, and offers practical advice for marketers.

Marketing in an economic downturn: Unilever's approach in Indonesia

Low Lai Chow

Celebrating Ramadan is a joyous occasion in Indonesia, where Muslims make up more than 80% of the country's 250 million people.

But as Unilever Indonesia's head of consumer and market insight, Banto Twiseno, observed, the country's ongoing economic downturn was beginning to bite as the annual celebration arrived in 2015. And to add more stress, the new school year – a costly time for Indonesian parents – also coincided with Ramadan.

"The slowing down of the economy globally as well as in China had an impact...

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