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