...[pic][pic] Consumer Behaviour Introduction to the brand Dove is a personal care brand owned by Unilever. Dove products are manufactured in the Netherlands, United States, Germany, Ireland and Brazil. The Dove trademark and brand name is currently owned by Unilever. Dove's logo is a silhouette profile of a dove, the colour of which often varies. Dove's products include: antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care and facial care products. Dove soap was launched in the United States in 1957, years after Unilever acquired soap factory De Duif (Dutch: The Dove) in The Netherlands, from which the English brand name Dove is derived. Dove has been positioned throughout its history without referring to it as "soap", but as a "beauty bar" with one-fourth cleansing cream. Dove has a great consumer following and has established itself as a premium Soap or rather a beauty bar in the market as well as in the minds of the consumer. [pic] Target Audience The target audience for Dove is basically • Women who want to care for their skin • Who want to look and feel their personal best • Aged 30 – 50 • Beginning to feel the effects of dry skin It has been observed that the core target audience of dove are women who are home makers or are working professionals Mostly they are the middle aged women who want beautiful skin and are not swayed by the fairness which other soaps...
Words: 1842 - Pages: 8
...is a section of the Unilever Annual Report & Accounts and Form 20-F 2003 provided to Unilever's shareholders. It does not contain sufficient information to allow a full understanding of the results of the Unilever Group and the state of affairs of Unilever N.V., Unilever PLC or the Unilever Group. For further information the Unilever Annual Report & Accounts and Form 20-F 2003 should be consulted. Certain sections of the Unilever Annual Report & Accounts and Form 20-F 2003 have been audited. Sections that have been audited are set out on pages 73 to 125, 131 to 147 and 149 to 150. The auditable part of the Directors' Remuneration report as set out on page 68 has also been audited. The maintenance and integrity of the Unilever website is the responsibility of the Directors; the work carried out by the auditors does not involve consideration of these matters. Accordingly, the auditors accept no responsibility for any changes that may have occurred to the financial statements since they were initially placed on the website. Legislation in the United Kingdom and the Netherlands governing the preparation and dissemination of financial statements may differ from legislation in other jurisdictions. Disclaimer Except where you are a shareholder, this material is provided for information purposes only and is not, in particular, intended to confer any legal rights on you. The Annual Report & Accounts and Form 20-F does not constitute an invitation to invest in Unilever shares. Any decisions...
Words: 23509 - Pages: 95
...Market Analysis Competitors, Potential Consumer Based on our market research, there are approximately 35 and above competitors in the market. The famous brands includes Dove, LUX, Lifebuoy which are Unilever company product .These brands are very famous and most of the citizens will buy these product as their prices is reasonable and also because of their famous brand. The key success of this company is that the brand loyalty of the company, heavy promotional activities, international standard and high quality design product, innovation and their effective leadership. Soap is a domestic good that people need to use it every day. The major concern is what brand consumer chooses to use. Will the people choose to use our brand? Most of the soaps can be getting at shopping complex, supermarket, grocery store and etc. People will normally buy at these few places once they need it. The market for this good is very large since it is a domestic good and need for everybody. The soaps can be considered as the products need to be repurchased in a frequent basis. Therefore, our target market is all citizens in Malaysia regardless their age, gender, income level and interest. Consumers’ Motivation to Buy In my opinion, our company is better than the Unilever Company. Although they are famous brands company, but it does not guarantee they are the best in every aspect. Nowadays, there are more and more people who are pay attention and put their effort to protect the...
Words: 1355 - Pages: 6
...PESTEL ANALYSIS: A REPORT ON UNILEVER Uhomhoabhi Fredrick Albert Codewit Publications, Helsinki, Finland, http://www.publications.codewit.com May 14, 2008 INTRODUCTION TO THE COMPANY The Fast Moving Consumer Goods (FMCG) environment is rapidly changing. Especially, the increasing popularity of line extensions seems to depend on advantages inherent in brand leveraging. FMCG manufacturers go into R&D in order to come up with the product that best satisfy consumers because customers become more critical about attaching themselves to a particular brand. They will also like to buy less expensive product due to current economic tide. Unilever is one of the biggest Fast Moving Consumer Good (FMCG) companies in the world. I have always been inquisitive about Unilever’s operations because I use some of its products, even right from childhood. This together with the current environmental challenges being faced by FMCG manufacturers motivated me to find out about Unilever’s operations and the current challenges it faces in the volatile business environment. Unilever was founded in 1930 through merger by the British, Lever Brother; and the Dutch, Margarine Unie; now Unilever PLC in London, U.K and Unilever N.V in Rotterdam, Netherlands respectively. In 1872 before the merger, Jurgens and Van den Bergh, the Dutch, built factory in Netherlands for the production of Margarine made from milk and fact. In 1927, they formed Margarine Unie (margarine Union) together with two European Businesses...
Words: 5382 - Pages: 22
...Strategic 1 Management Of UNILEVER STRATEGIC ANALYSIS OF THE ISLAMIA UNIVERSITY OF BAHAWALPUR Strategic 2 Management Of UNILEVER Submitted by: Nadia Shoukat (23) MBA, 4th semester, Section A, (M) Submitted to: Sir Shahid Yaqoob MBA Marketing Submittion Date: 22 May, 2010 THE ISLAMIA UNIVERSITY OF BAHAWALPUR Strategic 3 Management Of UNILEVER DEDICATION WE DEDICATE THIS HUMBLE EFFORT TO The Holy Prophet “HAZRAT MUHAMMAD” (P.B.U.H) The greatest Social Worker, Whose every tear was for The Cause of humanity And also dedicated to THE UNFATHOMABLE LOVE, UNFLINCHING SUPPORT UNTIRING MIDNIGHT PRAYERS AND STEADFASTNESS OF “OUR REVERED PARENTS” WHO HAS BEEN A BEACONHOUSE FOR USFOR THE WHOLE OF OUR LIFE, WHO HAS ALWAYS SHOWED US THE RIGHT PATH, THE PATH OF TRUTHFULNESS AND HONESTY AND WHO HAS BEEN ALONG WITH US THROUGHOUT OUR STUDYING CARRIER THE ISLAMIA UNIVERSITY OF BAHAWALPUR Strategic 4 Management Of UNILEVER Acknowledgements God never spoils any effort; every piece of work is rewarded according to the nature of devotion for it. We are extremely thankful to ALLAH ALMIGHTY Who, in spite of numerous difficulties, vicissitudes and acute frustrations enabled us to probe the present study and dissertation. We bow our head to ALLAH ALMIGHTY for the buntings and the blessings that He has bestowed upon us. Who has given us the courage and stamina to come up to the expectations of our revered teachers and ever...
Words: 5273 - Pages: 22
...Term paper On "RECRUITMENT AND SELECTION PROCESS" IN UNILEVER BANGLADESH LIMITED ` [ MGT-341 Human Resource management "RECRUITMENT AND SELECTION PROCESS" IN UNILEVER BANGLADESH LIMITED Prepared for Mahnaz Akhter Lecturer School of business Prepared By Group 1 Sec: B Semester: Fall-2013 23th December 2013 To Mahnaz Akhter Lecturer School of business University of Information Technology and Science (UITS) Subject: Submitted the Term paper of MGT-341 Dear Madam It is indeed a great pleasure for us to be able to hand over the result of our hardship of the group Term paper on RECRUITMENT AND SELECTION PROCESS IN UNILEVER BANGLADESH LIMITED. This report is the result of the knowledge. This has been acquired from the respective course. We tried our level best for preparing this report. The information of this report is mainly based on our knowledge and Internet information. We fervently hope that you will find this plan worth reading. Please feel free for any query or clarification that you would like us explain. Hope you will appreciate our hard work and excuse the minor errors. Thanking you for your cooperation. Sincerely Group 1 Name&ID Signetures Rahat a jan 12310577 Jinia Afrin 12410291 Abdia Sultana ...
Words: 4455 - Pages: 18
...Unilever’s introduction Anglo-dutch company formed in 1930 by the merger of the British soapmaker Lever Brothers (founded in 1885 by William Hesketh Lever) and the dutch margarine producer Margarine Unie World's third-largest consumer goods company measured by 2011 revenues (after Procter & Gamble and Nestlé) One of the first multinational companies, it currently operates in over 100 countries. Leading manufacturer and marketer of food, beverage, house and personal care products Evolution of Dove 1960 1940 Dove soap bar Dove beauty bar launched 1990 Dove body wash launched 2001 Dove deodorants line 2004 Dove firming line 1950 Dove beauty bar developed 1970 Leading brand of cleaning bars 1995 Range of beauty products 2003 Dove hair care line Dove’s difficulties encountered Modern brand positioning needed (without losing existing customers base) Declining sales, lost in a crowded market Increasing competition (L’Oreal / P&G / Nivea, etc.) Why a new campaign? Stagnation in one or two categories of products, instead of increase product ranges Low impact on advertising results Campaign for real beauty In September 29th, 2004, Dove launched « Campaign for real beauty ». The ad campaign was designed by Ogilvy & Mather. Campaign’s objectives Raise consciousness of the issues surrounding beauties Challenge the stereotypes set by the beauty industry Intended to make more women feel beautiful everyday Develop a trust relationship between the brand and its...
Words: 566 - Pages: 3
...Dove Hair Care on Yahoo! Yahoo! Confidential Background Dove was launching its hair-care product in India with an ambition to deliver the most beautiful hair. Dove believed real beautiful hair is when its damage free. Key thought: Beauty is fragile…you constantly need to protect it. In most women’s minds especially in India, there is an almost inevitable tension between beautiful hair and doing damage to it, though the damage is not selfinflicted. Dove wanted to tell the truth to women that “really beautiful hair is hair without damage. The only real way to get beautiful hair is to deal with the damage that life meats out.” 2 Yahoo! Confidential Objectives Core communication - Zero Damage (functional benefits) hair with Dove hair care Emotional Connect – Generate buzz for the brand around the thought of “real women real hair”. 3 Yahoo! Confidential Strategic Insights Our perception about beauty is based on the standards set artificially by someone else. Dove’s philosophy is to celebrate each woman the way she is, each woman to feel beautiful and nurture herself as she is unique. Who says peahen is ugly & peacock is beautiful. May be in their species peahen is considered beautiful & peacock ugly Women should begin to question what exactly is real beauty Create disruption in the category which is currently governed by the norm of straight black hair doctored in the ads as the ultimate symbol of beautiful hair Get responses/ reactions...
Words: 1394 - Pages: 6
...UNILEVER’S “REAL BEAUTY” CAMPAIGN FOR DOVE Ashish Daga Pramod Heballi H.P. Panda Megha Khamparia Sangeeta Dass Wasim Mukkaram INTRODUCTION OF UNILEVER Anglo-Dutch company. Formed in the year 1930 by the merger of “British soap makers lever brothers” and “Dutch margarine producer union” in Rotterdam. Leading manufacturer & marketer of foods beverages, personal care products. Famous brands are knor,surf,vaseline,sunsilk,lux lifeboy etc. Unilever's "Real Beauty" campaign for Dove. PRODUCT SEGMENT-WISE BREAKUP OF REVENUES PRODUCT SEGMENT-WISE BREAKUP OF OPERATING PROFIT Evolution of “Dove” YEAR 1940 1950 PRODUCTS DOVE SOAP BAR DOVE ORIGINAL BEAUTY BAR 1990 2001 DOVE BEAUTY WASH DOVE ANTIPERSPIRANT/DEODRA NT DOVE MASAGE BODY WASH COOL MOISTURE BODY WASH AND BAR 2004 2004 2004 DOVE BODY FIRMING LINE BACKGROUND NOTE IN 1970, DOVE WAS RECOMMENDED BY PHYSICIANS. IN 1990s, HIGH GROWTH WAS RECORDED. BY 1999 SALES REACHED AROUND US $ 1 BILLION AND BRAND WAS GROWING AT 20% PER ANNUM. IN EARLY 2000s, BRAND PRODUCT RANGE HAD INCREASED. AS OF 2005, DOVE WITH ANNUAL SALES OF $50 BILLION IN MORE THAN 80 COUNTRIES. SURVEYS CONDUCTED. Beauty advertiser bombarded consumer with idealised image of model,supermodel and celebrities. In early 2004, dove conducted global study on attitude and perception of women with regard to their personal beauty and wellbeing Only 2% of the women considered themselves “beautiful” &...
Words: 945 - Pages: 4
...SYEDA FAIZA BATOOL MBE-09-09 MBA *(EVENING)* 2*ND*SEMESTER SESSION 2009-2012 {draw:frame} PREFACE This report focuses on unilever marketing strategies its environment, its competitive strategies product and marketing factors. We designed a report to provide a brief description about its marketing mix and its major competitors in Pakistan. In addition to these we add a research survey base on unilever. We all have tried to our level best to fulfill all the requirements mentioned to us and now it is up to the reader to read carefully and understand what we want to communicate. This report provides a brief knowledge about unilever. Acknowledgment My first foremost humble and gratitude thanks to ALLAH the almighty for giving me the velour to remain dedicate to make this report. This underlying form term report is based on the analysis of different marketing mix function of unilever applied on sunsilk. In making this report we collect data from publication, internet, magazines and official person. Executive summary The summery of this report is that in this report we describes the history , mission , vision, purpose, their total brand in Pakistan and how company manage these brands for segmentation, targeting , and positioning. This report tells us that how company selects their segmentation, targeting and positioning strategy for a specific product Sunsilk shampoo. This report tells that what are the pricing, promotion,...
Words: 3240 - Pages: 13
...unilever SUBMITTED TO: MS.ERAJ GROUP MEMBERS: ERUM FAROOQUI 12 KANWAL TAHIR 21 QURRAT.UL.AIN IRSHAD 75 CONTENT: * Background. * Head Office * Vision. * Mission. * Unilever Key Facts. * Unilever Portfolio. * Product and Service Analysis. * Unilever’s Marketing Strategy. * Unilever’s Operational And Distributional Strategy. com BACK GROUND In the 1890s, William Hesketh Lever, founder of Lever Bros and later Lord Leverhulme, wrote down his ideas for Sunlight Soap – his revolutionary new product that helped popularize cleanliness and hygiene in Victorian England. “It was toward make cleanliness commonplace; to lessen work...
Words: 2163 - Pages: 9
...Advertisement 6Surf Excel’s Advertisement(Brother & Sister Duo) Hindustan Unilever Limited introduced Surf in 1959, introducing the first detergent powder into the country. At the time, housewives used laundry soap bars to washclothes. Surf offered them significantly better clean, with much less effort. The promise of ‘superlative whiteness’ – the articulation of a great clean at the time, connected with consumers and helped to establish the brand. Surf was the first national detergent brand on TV; the brand used TV to effectively educate their consumers on how to use detergent powders in a bucket for a better wash. Surf Excel made a big “splash” with their “Daag Achhe Hain” advertising campaign. The following is an analysis of the first such commercial. The advertisement features a brother and sister duo walking home from school, when the little girl falls into a puddle of mud. Crying, she looks to her brother for help. Her brother gets an idea and starts “beating up” the puddle of mud, demanding an apology. After a time and a lot of mud on his uniform, he stands up and says, “Sorrybola.” The narrator then removes all apprehensions of dirt and stains and says, “Daag Acche Hain.”This advertisement is universally well-loved. This is so because it does a lot of things right. It makes use of children’s appeal to get the advertising message across.The advertisement does what seldom others do cater to the emotions and sentiments of the viewers – and succeeds with it. Not...
Words: 599 - Pages: 3
...Case Study How Unilever uses Logistical Expense Data to Drive Continuous Process Improvement Unilever, a global marketing leader that employs 13,000 across North America, is known for its iconic brands including Dove personal care products, Lipton, Popsicle, Skippy, Slim-Fast and Vaseline. Unilever partners with Cass to provide freight bill processing and payment services, as well as related business intelligence. www.cassinfo.com Improved Process. Real Results. Unilever Profile Look inside the average household’s cabinets, and you’ll surely find Unilever brands. Each day, around the world, more than two billion consumers use Unilever products. Unilever works to create a better future every day by helping people feel good, look good and get more out of life with brands and services that are good for them and good for others. In the United States, Canada and the Greater Caribbean (Trinidad & Tobago, Dominican Republic, Puerto Rico) the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry’s, Bertolli, Blue Band, Breyers, Caress, Country Crock, Degree, Dove personal care products, Hellmann’s, Klondike, Knorr, Lipton, Omo, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Suave, Sunsilk and Vaseline. All of the preceding brand names are registered Unilever trademarks. Unilever employs nearly 13,000 people across North America – generating nearly $10 billion in sales in 2009. Since its founding more than a century ago, Unilever continues to evolve...
Words: 1900 - Pages: 8
...STUDY DEVELOPED F OR : COUNCIL OF LOGISTICS MANAGEMENT Walls (China) Co., Ltd. Logistics Operations Startup In mid 1994 the Unilever company Walls (China) Co started manufacturing and selling ice cream in China. Bob Smith, the General Manager of Wall’ outlined some of the s challenges: Operating in China means a number of new concepts for the Chinese managers -profit, selling and customer service. The Chinese manager of the past sat in his office and the customers came to him. It was absolutely a supply driven market. I read in an official report some time ago a list of phrases that should not be used when talking to customers. The list included “Go away and don’ waste my time’ t and ‘ Can’ you hear? Are your ears dirty?’This has now changed and a key to t success is getting our product out to the customers. Distribution costs here are 20 per cent of MPS compared to 5 per cent in Europe. As Loic Courant, Bob Smith’ Commercial Manager in Shanghai, summarized the s situation: He who wins logistics wins China. Unilever in China Unilever is an Anglo-Dutch company that has over 500 operating units in 75 countries. The company markets over 1000 brands, including margarine, soap, food products, cleaning products, personal care products and specialty chemicals, and employs over 300,000 people worldwide. Revenues in 1994 were $US42 billion. In the 1920s Unilever established a soap operation in China which was nationalized in the 1950s. The company returned to...
Words: 7441 - Pages: 30
...Breaking Out Unilever's Value By Product Line Trefis Team , Contributor Comment Now Unilever is one of the leading global fast moving consumer goods companies, primarily competing with other household and personal care companies like Proctor and Gamble, Colgate Palmolive, and Reckitt Benckiser. We currently maintain a price estimate for Unilever at $37.89, roughly 23% ahead of the company’s market value. Unilever recently received regulatory approval from the European Union to acquire Sara Lee’s global personal care and European laundry business. [1] Given Unilever’s move to build its product portfolio, we examine the relative contribution of the company’s product lines below. Which of these segments do you think generates the greatest contribution to Unilever Group’s stock value? Make a selection below to see the answer A. Skin & Hair Care (Dove, Lux etc) B. Savoury Spreads & Dressings (Becel, BlueBand, Knorr etc) C. Ice Creams (Walls, Algida, Ben&Jerry’s etc) D. Fabric care (Surf, Omo etc) Unilever’s acquisition of Sara Lee’s global personal care and European laundry business is contingent upon the divestment of Sara Lee’s Sanex brand, which markets bath, shower, and deodorant products. [2] The move to acquire the Sara Lee unit strengthens Unilever’s market share in key European markets such as Britain, Germany, France, Spain, Italy, Denmark and the Netherlands. Unilever operates a variety of product lines across the grocery and personal care business. The...
Words: 355 - Pages: 2
