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Unilever sells pouches of shampoo in Yangon, part of a marketing strategy to offer small, low-cost portions. (Photo by Ken Kobayashi)
Multinationals in Asia

Unilever sees growth in bottom and top of Asian economic pyramid

Marketing playbook ranges from 7-cent shampoos to high-end hair oil

SADACHIKA WATANABE, YUICHI NITTA and AKIRA HAYAKAWA, Nikkei staff writers | Japan

TOKYO/YANGON/MUMBAI -- At a small shop tucked into a residential neighborhood of Yangon, one peculiar set of items has emerged as a hit seller among the snacks and household staples on offer: single-use pouches of Unilever shampoo, which dangle from the store's walls and ceiling.

Many in Myanmar still consider bottled shampoo of the sort sold in advanced nations as out of their price range. Naw Htoo, a 21-year-old woman who works as a housekeeper, said: "My friends and I use only small pouches of shampoo. It is quite economical for us." A 10-milliliter portion from Unilever, available even at the roadside stands that dot the country, costs a mere 100 kyat (7 cents).

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