...Case Study In: Business and Management Case Study Case Study 3: Lifebuoy/Unilever Asia Private Limited (pg 196) Question 1 Design one TV commercial (s story board) and one print ad that “bring to life” the “big idea.” Answer: For the TV ads, i will keep it very simple. It will start with having the screen split vertically on one side a child would be washing his hands by using Lifebuoy product and on the other side similar child using a competitor product. After 10 seconds the child using the Lifebuoy product would eliminates the germs 99.9% compare to the competitor product. It show how the Lifebuoy is better than other competitor product. For the print ad, I would have a before and after zoomed in picture of a child hand after they used Lifebuoy soap, showing the amount of germs before and after 10 seconds. Besides that, i would have another before and after zoomed in picture by using the competitor product. Result will show that Lifebuoy really can eliminate the germs 99.9% compare to the competitor product.it shown Lifebuoy is the better soap. Question 2 Why didn’t Unilever use factual – information (e.g., results of lab tests) about the “faster kill” to differentiate Lifebuoy from competition Answer: Unilever did not use the factual information because the subjects in the focus groups did not respond well to the factual numbers. The people in the focus groups did not believe that they could really kill more germs. Question 3 How did Unilever use qualitative...
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...Recruitment and Selection Process in Unilever Bangladesh LTD Executive Summary Unilever Limited is one of the largest multinational business firm in the world. Over the last four decades, Unilever Bangladesh has been constantly bringing new and world-class products for the Bangladeshi people to remove the daily drudgery of life. Over 90% of the country’s households use one or more of our products. It provides sixteen verities brands and try to mitigate all types of human demand by introducing with new innovative products. Unilever Operations in Bangladesh Provide employment to over 10,000 people directly and through its dedicated suppliers, distributors and service providers. 99.5% of UBL employees are locals and they have equal number of Bangladeshis working abroad in other Unilever companies as expatriates. Unilever wants to attract the best graduates to join in their leadership actions. This report enlightens what type of recruitment opportunities offered by Unilever Bangladesh Limited for university students and how the students can access that opportunity. Unilever look for passionate people who want to do real business and have the potential to be highly motivated by brands, and are enthusiastic, creative and rigorous. They want people who are hungry for success and can work confidently in teams. Unilever create an environment where people with energy, creativity and Commitment work together to fulfill ambitious goals. In addition, they all work to the highest standards...
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...Case Study 3: Lifebuoy/Unilever Asia Private Limited (pg 196) Question 1 Design one TV commercial (s story board) and one print ad that “bring to life” the “big idea.” Answer: For the TV ads, i will keep it very simple. It will start with having the screen split vertically on one side a child would be washing his hands by using Lifebuoy product and on the other side similar child using a competitor product. After 10 seconds the child using the Lifebuoy product would eliminates the germs 99.9% compare to the competitor product. It show how the Lifebuoy is better than other competitor product. For the print ad, I would have a before and after zoomed in picture of a child hand after they used Lifebuoy soap, showing the amount of germs before and after 10 seconds. Besides that, i would have another before and after zoomed in picture by using the competitor product. Result will show that Lifebuoy really can eliminate the germs 99.9% compare to the competitor product.it shown Lifebuoy is the better soap. Question 2 Why didn’t Unilever use factual – information (e.g., results of lab tests) about the “faster kill” to differentiate Lifebuoy from competition Answer: Unilever did not use the factual information because the subjects in the focus groups did not respond well to the factual numbers. The people in the focus groups did not believe that they could really kill more germs. Question 3 How did Unilever use qualitative and quantitative research (see Chapter 16) to develop...
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...Flora; “Love Your Heart” Unilever is a multi-national corporation formed of Anglo-Dutch parentage in the 1930’s, that owns many f the world’s consumer brands in foods, beverages, cleaning agents and personal care products. One such product is Flora margarine. Flora was developed in the 1960’s in direct response to the Dutch medical community request for aheart-0health alternative to products like butter and lard. (Unilever, 2011) According to Unilever’s Mission statement; “Our mission is to add vitality to life. We meet every day needs for nutrition, hygiene and personal care with brands that help people look good, feel good and get more out of life.” (Unilever, 2011)This statement thus identifies with the Flora brand. The flora brand is the biggest seller in the butter and margarine category and also the leader in the health category. In this essay, a critical analysis of Flora’s marketing strategy, how effective it is in terms of segmentation, competition, positioning and targeting will be made, including the strengths and weaknesses of this campaign. The Flora brand has managed to position itself in the mind of consumers as a pioneer for health in the butter and margarine category and, in so doing, has become a true heavyweight in its respective market segment. Unilever by introducing Flora has played a leading role in helping consumers choose foods that are good for their hearts. They do these through their partnership with the World Health Federation and thus help...
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...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 ...
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...Marketing As discussed in your chosen case study, outline the main strengths and limitations of the case’s digital marketing strategy. In the Unilever case study, the company decided to distribute samples of a new cereal bar, the Marmite, to drive awareness of the new product by increasing connections to the brand’s Facebook page by a Facebook sampling ads campaign. The activity on Facebook was part of an integrated campaign that included print media to raise awareness as well as additional sampling initiatives through digital transvision screens and escalator panels. The ad’s headline was “Free Marmite Cereal Bar”. Strengths One of the reasons why the campaign was so successful was the user-friendly set-up: Once users clicked on the call-to-action button in the ad, they were given the unique opportunity to fill out their shipping address within the ad, providing them with a quick and easy way to request a sample without leaving their newsfeed. It is less time consuming as one does not have to go to the store to buy the sample but just order it through Facebook. This also makes it convenient for the customer and therefore the probability of satisfaction towards the brand increases. Another success factor was Unilever’s use of Facebook Targeting to target its ads to mums and adults 16 to 44 years old. Targeting on Facebook allows the most likely customers to be reached based on information they list in their profiles. Unilever delivered 33,000 samples of the Marmite...
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...Doing Well by Doing Good Case Study: ‘Fair & Lovely’ Whitening Cream Aneel Karnani Stephen M. Ross School of Business The University of Michigan 701 Tappan Street Ann Arbor, Michigan 48109-1234 Phone: (734) 764-0276 Fax: (734) 936-8715 E-mail: akarnani@umich.edu March 2007 UNIVERSITY OF MICHIGAN Doing Well by Doing Good SMJ 07-6615 rev Doing Well by Doing Good Case Study: ‘Fair & Lovely’ Whitening Cream Abstract According to the ‘doing well by doing good’ proposition, firms have a corporate social responsibility to achieve some larger social goals, and can do so without a financial sacrifice. This paper empirically examines this proposition by studying in depth the case of ‘Fair & Lovely,’ a skin whitening cream, marketed by Unilever in many countries in Asia and Africa, and, in particular, India. Fair & Lovely is indeed doing well; it is a profitable and fast growing brand. It is, however, not doing good, and I demonstrate its negative implications for public welfare. I conclude with thoughts on how to reconcile this divergence between private profits and public welfare. Key Words: Corporate social responsibility; bottom of the pyramid 2 Doing Well by Doing Good SMJ 07-6615 rev The idea that companies can do well by doing good has caught the attention of executives, business academics, and public officials. The annual report of virtually every large company claims its mission is to serve some larger social purpose besides making profits. The theme...
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...Networks and Innovation of Unilever Company 3 1. Introduction 3 2. Internationalization strategy 3 3. Visualization and interpretation of the parent-subsidiary network 4 3.1 Betweenness Centrality 5 3.1 Density of Network 7 3.3 Degree Centrality 8 4. Analysis of the organization’s Network 8 4.1 Locational aspects 8 4.2 Activity aspects 9 4.3 Size aspects 9 5. Implications for the innovation strategy of Unilever 9 5.1 Meeting consumer needs 10 5.2 Introduction of new products 10 5.3 Sustainable Innovation 11 6. Conclusion 11 References 12 Global Networks and Innovation of Unilever Company 1. Introduction Unilever is one of the best companies with its headquarters in London, UK that focus on the wellbeing and health of people by providing products such as affordable soaps, ice creams, household care products and luxurious shampoos (Weingardt, 2007). Unilever has been recognized as a leading provider of brands such as Omo, Knorr, Lipton, Hellmann’s and other trusted local names such as Suave, Pureit, and Blue band. The company has presence all over the world and increased sales gave accounted to increased turnover that hit €53.3 billion in 2015. There are more than 172,000 workers who work for Unilever, and the company has been selected as number one as the fast-moving consumer goods employer, according to the selection of students in 26 countries (Wolf, 2011). 2. Internationalization strategy Unilever being one of the strongest...
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...Problem Statement In the “Dove: Evolution of a Brand” case, Deighton identified several problems that Unilever faced with Dove's “Real Beauty” campaign. First, Unilever "risked moving the [Dove] brand ... at odds with its heritage" (Deighton, 34). In doing so, they lost the aspirational element, the brand did not promise attractiveness, and they effectively debunked "the whole reason to spend ... more for the product (34). Secondly, to that end, “The Campaign for Real Beauty,” in some circumstances, did not mention a product, and therefore, measuring return on investment in media became difficult (34, 37). Unilever/Dove stood for a point of view, “real beauty,” to unify functionality by presenting an "alternative view of the goal of personal care" (33). However, in doing so, they abdicated "responsibility to manage what was said about the brand" and put their multibillion-dollar asset at risk (31). They risked "putting the 'Real Beauty' story out on media like YouTube, where consumers were free to weigh in with opinion and dissent" (31). Unilever/Dove tried to account for media dissent: resulting parodies; and questions about Unilever's sincerity, objectivity, and motives (36, 38). They attempted to "make sense of the [brand] strategy that was building meaning by courting controversy" (38). They also had a risky strategy of taking up the “cudgels for reality,” where in how to express it was difficult (38). Did honesty "leave women enough freedom to dream" or identify Dove...
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...Unilever Corporate and Managerial Responsibility Contents Executive summary 3 1. Introduction 4 2. Stakeholder analysis 4 3. CSR at Unilever 6 4. CSR issues – The palm oil and tea production case 9 5. Strengths and weaknesses of the current CSR policy 10 6. Conclusion 11 Executive summary In this paper, the approach of Unilever, a British-Dutch major player in the FMCG sector, towards corporate social responsibility (CSR) and sustainable development (SD) will be discussed. In Unilever’s day to day business CSR and SD are key. This makes it a core business activity within the company at all levels. First, it will be investigated who Unilever’s stakeholders are and how Unilever is managing its relationships with them in order to do business in a corporate responsible and sustainable way. Further, some of Unilever’s sustainability initiatives like for example the Sustainable Living Plan and Unilever’s contribution to certificate systems for palm oil and soy oil will be discussed to illustrate its current CSR and SD policy. Despite these efforts, Unilever also faced quite some critique from political, environmental and human rights angle regarding some less legitimate activities. As an illustration two major cases concerning controversial palm oil and tea production will be discussed. At last, the strengths and weaknesses of the current CSR policy will be critically discussed. As a conclusion it can be stated that during the last...
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...Journal of Economics and Behavioral Studies Vol. 2, No. 4, pp. 138-150, Apr 2011 Factors Affecting Retailers Attitude towards Manufacturers: A Study on Unilever Intisar Alam, 2Afreen Choudhury* Business School, BRAC University, Bangladesh 2Faculty of Business Administration, East West University, Bangladesh *ac@ewubd.edu 1BRAC 1Muhammad Abstract: The study addresses broadly the performance related issues as to what extent is the impact of various factors responsible in terms of retailers for doing business with manufacturers in FMCG (Fast Moving Consumer Goods) sector at Dhaka in Bangladesh. The theoretical framework was designed based on the literature and hence two hypotheses were formulated. The samples were selected by Proportionate Stratified Sampling method. The data were collected by distributing 10 items questionnaires to 50 retailers under different categories in Dhaka. The questionnaire was developed on the basis of exploratory research which were used to measure retailers attitude. Data collected were sorted out and keyed in into SPSS and were analyzed using descriptive statistics to answer the research question. Using the Factor analysis we have extracted four factors and named those factors as Manufacturer’s Production Standard, Managerial Efficiency, Promotional Capability and Customer Solution Capability. The result of the Multiple Regression analysis showed that there is a significant relationship between retailers’ attitude (dependent variable) and the factors...
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...the FMCG organization: a case study of Unilever Table of Contents 1. Introduction 1 2. Rationale for the Chosen Topic 1 3. Aim of the research 2 4. Research objectives 2 5. Research questions 3 6. Literature Review 3 7. Research Paradigm 5 8. Research Methodology 5 8.1 Research Philosophy 5 8.2 Research Approach 6 8.3 Research Strategy 6 8.4 Data collection Techniques 7 8.5 Sampling 7 Figure: Sampling Technique Classification 7 Source: Parasuraman, 2001 7 8.6 Data analysis tools and techniques: 8 8.7 Limitations of the study 8 9. Ethical Considerations 8 10. Time framework 8 11. List of references 9 1. 2. Introduction Customer loyalty and brand equity are the issues of high concentration by the twenty first century marketers for ensuring sustainable growth and profitability of business. The real asset of business in recent times is its customers. The cornerstone of assuring growth and profitability of business is the smooth operation of business (Hallowell, 2008). Strategies driven for obtaining customer loyalty are being adopted today by many successful organizations. For achieving high customer loyalty, no stone has been remained unturned in today’s highly competitive business world by business organizations (Zeithaml et al., 2011). The effect of profitability and growth on the basis of customer loyalty of the FMCG firms will be focused in this research. In this study, Unilever’s case study will be analyzed under...
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...London School of Business & Management BTEC Level 4- HND in Business Centre No Unit No & Unit Title Course Title Lecturer’s Name Assignment Title & Type Assignment No Date Set Due Date Semester / Academic Year 90665 Unit 4, Marketing Principles HND in Business Achila Amarasinghe Understanding marketing principles: Unilever PLC Case study 1 w/c 06-10-2015 09-01-2015 1/2014 Unit Outcomes Covered: 1. Understand the concept and process of marketing 2. Be able to use the concepts of segmentation, targeting and positioning 3. Understand the individual elements of the extended marketing mix 4. Be able to use the marketing mix in different contexts. GRADING OPPORTUNITIES AVAILABLE Outcomes/ Grade Descriptors P4.1 √ Outcomes/ Grade Descriptors P4.1 2 √ P4.2 √ P4. 13 √ P4.3 √ P4. 14 √ P4.4 √ P4. 15 √ P4.5 P4. 6 √ √ M2 √ M3 √ P4. 7 √ D1 √ P4. 8 √ D2 √ P.4. P4. 9 10 √ √ D3 √ P4. 11 √ M1 √ Assessor: Signature: ______________ Date: ___/___/___ 1|Page Tutor Notes Key Points: Your assignment should be handed in by the deadline. This assignment must be your own work and original. All sources of reference must be included. You will be expected to check spelling mistakes and grammar. Your name, student no and unit no should be in the footer of every page. It should bear an appropriate report structure (such as a Table of Contents,Abstract, Introduction, Discussion, Conclusion, Recommendations, References, and Appendix (if necessary). There should be clarity...
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...Introduction The business as per the generally acceptable notion is a profit making entity and takes into account function of monetary transactions as the criteria measure for the success of its operational activities. Corporate social responsibility in the past is considered as unwanted activities which are imposed on business by law and governing bodies as unnecessary burden which is against the basic principle of profit making for the business organizations. Business organizations have been considered as bodies that meet the demand of the consumers by supplying their goods and services, and have the responsibility for generating wealth and employment opportunities. (Mette Morsing & Carmen Thyssen, 2003) In recent times after the increase in concern about the ecological imbalances and the impact of business on the environment, this above view is however changing and more and more entities are taking corporate social responsibility activities and few of them are also able to align their business goals in order to generate profits. The modern business also debates over the business responsibility towards the Shareholder’s and owners versus Stakeholders (employees, consumers, suppliers and shareholders) in the present day scenario. After taking the consideration of responsibility towards stakeholders, businesses are coming closer to the society and are altering the function of business organizations taking into considerations the business’ wider role. The wider role define...
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...Report on LUX LUX is a Tangible, Non Durable Good on the basis of this classification. LUX and other soaps fall into the category of Convenience Good Report on “Brand Equity Measurement of LUX”. ACKNOWLEDGEMENT We express our sincere thanks to our respectable teacher Mohammad Nazmul Huq for providing us with bighearted support and opportunity for the successful completion of research on: “Brand Equity Measurement of LUX”. We are thankful to our respondents for their responses, class fellows for their support and suggestions, which have proved to be very valuable for this research, without which it would have not been possible to successfully complete the research. LETTER OF TRANSMITTAL 03rd May, 2010 Mohammad Nazmul Huq Assistant Professor, Department of Business Administration, Stamford University Bangladesh. Subject: - Submission of Report. Dear Sir, With due respect and humble submission I would like to state that, we have been required to submit a research report on ‘Brand Equity Measurement of LUX’ as a part of the completion of this course. For all intents and purposes, It was really more than an opportunity to experience how a research should be performed and should be presented...
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