...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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... 3 Financial Analysis 6 Porter’s Five Forces 8 Market Audit-Space 10 Boston Consulting Group( BCG) 13 Segmentation 15 Critical Success Factors 16 Key Problem Identification 17 Marketing Objectives 21 Other Strategies 22 Marketing Budget 24 Monitoring and Control-Balance Score Card 26 Bibliography 28 EXECUTIVE SUMMARY We are the XYZ Group and our aim is to develop a Global Strategic Marketing Plan for three years for Unilever Company.Unilever is the British/Dutch jointly owned multinational consumer goods manufacturer. The Mission statement is deduced from the case study and stated to give a clear picture and guide to the global marketing plan for Unilever. The paper will assess the changes taking place in the company’s environment and how these changes will affect Company. To do this we will examine the Macro-environment, Microenvironment...
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...Assignment 2 Unilever in Brazil Team 89 1) Are there any dangers for Unilever in starting to focus on low-income consumers? And, if there are, how can the risk be mitigated ? It is obvious that there are dangers for Unilever in starting to focus on low-income consumers in this case. There are two sides of dangers that Unilever is facing, on the one hand is the threats to possible profitability; on the other hand is the threats to Unilever brand. Threats to possible profitability The first threat is the residents in the Northeast are lack of disposable income. It is mentioned in the case that the per capita income is $2,250 in the Northeast compared with $6,600 in the Southeast. It became a problem for Unilever when making the decision because if the residents do not have enough money to afford the product, then introducing new product will definitely become a failure. It is also mentioned that Unilever does not obtain sufficient knowledge of low-income consumers. It can be a threat because Unilever does not know the target group well which may causes some problems. In order to fix this problem, it is recommended the company should do a marketing research. Similarly, Unilever has no experience of implementing such a marketing strategy for this segment before. So it is better to formulate a proper marketing mix which perfectly aims to solve the problems. The second threat is there are already other products exist in the low-end market. For instance, Campeiro...
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...a large multinational corporation. The unique history and culture has made Ben & Jerry’s brand into a social icon. The core values and mission of the company have been defined as three interrelated parts in Ben & Jerry’s mission statement. The ever changing market has posed constant challenges to Ben & Jerry’s, which calls for a comprehensive strategy that addresses the competitive difficulties, while allowing Ben & Jerry’s to remain consistent with its mission and background. This report analyzes the strengths and weaknesses of Ben & Jerry’s organizational design during this transitional period in terms of its culture, social mission, marketing, competition, product development, manufacturing and distribution. We recommend that Ben & Jerry’s continues to strive in the global business market by taking following actions: protect the brand name while maintaining core cultural values, continue social activism at a local level, while exercising caution in the overtly politically arena, develop products that remain true to their roots, while using the new resources available from Unilever, and adopt a Lean manufacturing and distribution platform. Analysis Following the merger with Unilever, Ben & Jerry’s faces challenges as it navigates within a larger corporation while maintaining it’s identity and making improvements to compete globally. Ben & Jerry’s has a strong company culture, aggressive social mission, targeted product development, and inefficient...
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...Arelys Perez Instructor Nicole LaPointe Mkt-120-OL02 9 February 2014 P&G, Unilever, Panasonic: The $2-a-Day Initiative The method used by Procter & Gamble (P&G), Unilever, and Panasonic entering into foreign markets was direct investments. The fact that places like China and India have income disparity makes this market very challenging. In other words, in some areas there are rich whereas others are very poor. The direct invest method is the highest risk method, but it counts with the highest return. Panasonic’s used their lifestyle research to create and market specific products that are produce locally. Panasonic base their product design in demographic makeup. The key was understanding the needs and purchasing power of the region. Also, P& G and Unilever invest in a research team to do an extensive lifestyle research in these markets. Furthermore, P&G invested 70 million in these research and develop a facility in Beijing in order to research, source, and develop products for the region without relying on any other company’s location in the globe. The development of new product and lifestyle research for these demographics are very difficult and time consuming. It can be inferred that they used applied research because the companies make several changes in the existing products and design new products. These companies study carefully the economic factor of these regions. For example, the consumers’ income, the companies find out consumers’ income in these...
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...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, and packaging strategy of sunsilk shampoo. It also mentions that what are the version of sunsilk shampoo launch into the market according to consumer...
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...1. Introduction: If the adage 'two heads are better than one' applies to business, then certainly Unilever is a prime example. The food and consumer products giant actually has two parent companies: Unilever PLC, based in the United Kingdom, and Unilever N.V., based in The Netherlands. The two companies, which operate virtually as a single corporation, are run by a single group of directors and are linked by a number of agreements. Unilever the Company Formed in 1930 considers itself the second largest consumer goods firm in the world, trailing only Philip Morris Companies Inc., and produces numerous brand name foods, cleaning products, and personal care items. About 52 percent of revenues are generated in the foods sector; brands include Imperial and Promise margarines, Lipton tea, Ragú foods, Lawry's seasonings, Breyers ice cream, and Birds Eye and Gorton's frozen foods. One-quarter of sales come from the personal care area; brands include Caress and Dove soap, Pears and Pond's skin care products, Degree, Fabergé, and Sure deodorants, Suave and Salon Selective hair care items, Close-Up, Mentadent, and Pepsodent oral care products, and Calvin Klein, Elizabeth Arden, and Elizabeth Taylor prestige fragrances&mdash well as such miscellaneous brands as Q-Tips and Vaseline. Unilever's third major sector is that of cleaning products, which is responsible for about 22 percent of turnover; brands include Wisk and All laundry detergents, Snuggle and Final Touch fabric softeners, and...
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...P&G, Unilever, Panasonic, The $2-A-Day Initiative 1) There are five methods for entering foreign markets. P&G and Unilever used the direct investment method to reach he $2-a-day consumer. Both companies have invested a large sum of money into teams to do lifestyle research in various developing markets. Specifically, P&G has invested $70 million in a regional research and development facility in Beijing in order to research, source, and develop products in the region, instead of at the company’s headquarters in Cincinnati, Ohio. Unilever has invested in a division in India that developed Pureit, a $43 battery powered water purification system. 2) A global marketing mix is a blend of product, place, promotion, and pricing strategies designed to produce mutually satisfying exchanged worldwide. P&G uses standardization as their marketing mix. Standardization is the use of a single product for all markets. P&G drastically changed an existing product to innovate for the area it is selling to. For example, P&G came out with Tide Naturals, which is free of chemical irritants for those who have to do laundry by hand. They have also used product adaption by slightly altering existing products. P&G increased package size of Tide Naturals. In doing so, P&G kept the price the same for the bigger bottle. P&G have worked on their distribution by increasing the awareness of their disposable diapers to the population. 3) Many companies are...
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...assignment I selected the vegetable and fruit mix based ice cream Company known as Unilever’s “Heart brand.” Unilever is one of the largest ice cream company manufactures in the world turning over billions in profit and is sold in more than 40 countries in the world. Frozen dessert is loved by billions ice cream in particularly, even though it is a prominent sector of production due to their large market and popularity. But Unilever business is threatened because of the high concerns for healthy diets my consumers due to its fat, sugar, and calorie contents. As a result Unilever has a demand to product a healthier version of their know ice cream for those health congest consumers. The company decides to respond to this demand by consumers by products a new kind of frozen dessert which they chose to product with vegetable and fruit mix allowing for nutrient content. Market Structure Unilever had to come up with a suitable approach to identify their product launch. First the company would need to identify what type of market structure they will engage in. By doing so this will show the product is a different type of ice cream from the conventional product that they use to sell, but is still an imperfect substitute. Unilever is expected to compete in the market by adding attributes. This will allow a large numbers of sellers that would enter of exit the business easily based by their market conditions, this could be seen as a market structure for the product an a monopolistic...
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...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, and packaging strategy of sunsilk shampoo. It also mentions that what are the version of sunsilk shampoo launch into the market according...
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...Soap Industry in Australia, analyzing the market and make recommendation to Luke Bishop at approach should the company use in the future. The report examines the history, marketing size and growth, major players, current states of the industry, its target market and positioning and the use of different marketing mix and approach. We will discuss the new product “Refresh”. “Refresh” is a spray which can be used for shower instead of using traditional form of soap. It is easy and convenient to use. In the liquid soaps industry, its grocery value in 2002 is 48.2 millions. There is an increase of 10.9 percent of sales for liquid soups by comparing to previous year (2001). The sale of soap is growing every year. We can predict that the annual sales of soap will continue to grow in the future. There is quite a lot of competitor in this industry. We will focus on 4 major competitors. They are Unilever, Colgate-Palmolive, PZ Cussons and Reckitt-Benckiser. We will also discuss the current status in the marketing, and analysis how different marketing environment will affect the sales. Not only analyzing the current condition, we will recommend different marketing approach that suit for Luke Bishop re-evaluating its market. For example, select dependent middle class and outgoing travelers as target buyers. We aims to position “Refresh” as a product that provide “Refresh and Relax” to customers. By introducing “Refresh” to the market, this is the time for the...
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...504-009-1 04/2004-5188 Unilever in Brazil: Marketing Strategies for LowIncome Consumers This case was prepared by Pedro Pacheco Guimaraes, INSEAD MBA 2003, and Pierre Chandon, Assistant Professor of Marketing at INSEAD, as the basis for class discussion rather than to illustrate either effective or ineffective handling of an administrative situation. We thank Laercio Cardoso and Robert Davidson from Unilever Brazil for making this case possible. We also thank Fernando Machado (INSEAD MBA 2003), Mauricio Mittelman (INSEAD PhD Student), and Luca Lattanzi (INSEAD Executive MBA 2004) for their comments. Copyright © 2004 INSEAD, Fontainebleau, France. PERMISSION. N.B. PLEASE NOTE THAT DETAILS OF ORDERING SE EU INSEAD CASES ARE FOUND ON THE BACK COVER. COPIES MAY NOT BE MADE WITHOUT RING HOU SE CL Distributed by The European Case Clearing House, England and USA. North America, phone: +1 781 239 5884, fax: +1 781 239 5885, e-mail: ECCHBabson@aol.com. Rest of the World, phone: +44 (0)1234 750903, fax: +44 (0)1234 751125, e-mail: ECCH@cranfield.ac.uk. All rights reserved. Printed in UK and USA. Web Site: http://www.ecch.cranfield.ac.uk. EA RO PEAN CA 504-009-1 INSEAD 1 5188 After three successful years in the Personal Care division of Unilever in Pakistan, Laercio Cardoso was contemplating an attractive leadership position in China when he received a phone call from Robert Davidson, Head of Unilever’s Home Care division...
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...With Zespri’s presence as marketing firm that markets premium kiwifruits that have been subject to several quality standards to ensure consumer’s satisfaction; its product line is limited to only four products. Its expansion can be derived by targeting and engaging in emerging markets like Iran, building its presence through was such as engaging in community outreach, as well as strategic partnerships in different markets in different countries. The decision is based on the fact that there are many uses and benefits of the kiwifruit, and it has the potential and rewards that appeal to certain markets that it does not have a presence in. One potential for expansion in Canada and the United States and markets that have not yet been touched in Europe, and in emerging markets like India and Indonesia is through their juice and smoothie markets, and enhanced flavor water with Kiwifruit flavor. The juice and Smoothie Bars industry has been steadily growing as a relatively new niche industry yielding revenues of $2.4 billion in the American market(http://planetsmoothiefranchise.com/learn-planet-smoothie/big-smoothie-industry/); it still shows capacity to grow. A way to enter that industry is to use smoothie bars, or incline themselves with established organizations like Tim Hortons and Starbucks. These are area restaurants and café bake shops chain situated across Canada and the United States. They offer in summer smoothies made up of a mix of different fruits that meet the need of...
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...dandruff or cleaning hairs but make hairs colorful. SUNSILK COLOR shampoo is alternative of hair color tonic and it works simply. Just apply on your hairs like ordinary shampoo and feel your hair colorful. UNILEVER Marketing Objectives: Increase sales Every company has primary marketing objective and that is increase of its sales. Company is made for earning profit and with the help or maximizing sales high profit can be achieved. Increase market share When you try to increase sales actually you try to find your new customers and increase your customer leads. It means you try to maximize your market share. Expand into overseas’ markets Unilever has marketing objective is to expand into overseas market. Unilever always try to operate in different countries. Be socially responsible i.e. ethical Being a part or society Unilever has objective to be responsible socially .e. ethical. Ethics and common social values must be considered in Unilever’s marketing policies. SUNSILK Color Shampoo Marketing Objectives: Establish a strong brand image and consumer loyalty. Easiest and availability of the product to the target consumer. Create awareness about this uncommon product. Reduce cost Maintain positive strong growth in starting years Target Market: Target market is basically specific...
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...Unilever in Brazil (1997-2007): Marketing Strategies for Low-Income Consumers Course Name: Marketing Management Assignment Title: Unilever Brazil Write-up Submitted by: G14 Name of Group member PGID Sudheendra Raj Bajpai 61610263 Soumya Thakur 61610042 Ashish Poddar 61610746 Omni Nishar 61610806 Table of Contents TABLE OF CONTENTS........................................................................................................................................ 2 1. EXECUTIVE SUMMARY............................................................................................................................. 3 2. SITUATION ANALYSIS .............................................................................................................................. 4 3. MARKET SEGMENTATION ........................................................................................................................ 5 4. STRATEGY OPTIONS ANALYSIS ................................................................................................................ 6 5. MARKETING MIX ..................................................................................................................................... 9 5.1 5.2 5.3 5.4 PRODUCT ................................................................................................................................................. 9 PRICE...........................
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