Number of flashcards in this category: 3.
1.	0 sum market		"a full pie" - If you gain one dollar, someone else loses it. There is no new wealth to be created.
2.	mktg in india		Attractive because: growing wealth, large population, trend towards urbanization BUT most people still in rural villages. - Growth in IT revolution. - Media grey/dark problem: difficult to reach some areas because no media at all. - account for gov't ownership laws, must have local expertise! - Understanding customers: they learn the "parent brand" not the child brands, prefer smaller packaging (price more important than size/value) Action: set up internet stands, send representatives, local advertising, Hindustan Unilever uses "cycle boys" to load up with Nestle products
3.	Lifebuoy		Unileve sales stagnating. Health care crisis. - Collaborate with government and NGO to raise awareness of soap-use, change association from soap-beauty to soap-hygiene. - Target families. - Reformulate to carry antibacterial. - Two-person teams go to villages and schools. Opportunities at "the bottom of the pyramid"