...CHAPTER 1 Understanding Consumer Behavior CHAPTER SUMMARY The goal of this chapter is to introduce students to the topic of consumer behavior. The chapter defines what consumer behavior is, what factors affect it, and why it should be studied. Consumer behavior is defined as involving (1) the set of decisions (whether, what, why, how, when, where, how much, how often, how long), (2) made about the acquisition, use, or disposition (3) of products, services, activities, ideas, people or time (4) made by one or more decision-making entities (5) over time. Consumers’ motivation, ability, and opportunity affect their decisions. These factors influence what consumers are exposed to, what they attend to and what they perceive, how they categorize or interpret information, how they form and change attitudes, and how they form and retrieve memories. Each of these aspects of the psychological core has a bearing on consumer decision making. Decision making itself is based on problem recognition and the search for information, involves some judgment and decision-making processes, and affects others’ decisions as well as one’s own post-decision satisfaction level. Furthermore, consumer decisions are affected by the consumer’s culture, defined as the myriad groups and social systems to which individuals belong, that influence the values and beliefs they hold and the symbols they use to communicate group membership. Factors associated with both the psychological core and culture can influence...
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...CORPORATE COMMUNICATION PLAN FOR UNILIVER FOR THE YEAR JANUARY2011 – DECEMBER 2011 Introduction Uniliver is a manufacturer of consumer goods which are sold via retailers, and operates as an international business with a dual HQ in both the UK and Holland. This Corporate Communication Plan is a statement of its vision, strategic aims and priorities, an essential part of its policy and planning framework for the year January 2011 – December 2011. Its aim is to ensure that the day to day work focuses on priorities such as environmental and ethical issues and sustainability, products satisfaction through products innovation, but also to think about competing pressures and ways to increase revenues. I. Analysis Uniliver is trying to build its reputation as an organisation committed to: * Environmental and sustainability issues * Improving health and well-being * Maximising values to create profits II. Objectives The objectives provide the overall course of the program and what should be achieved. Uniliver has got three objectives which will be stated in terms of program outcomes rather than inputs. 1. To encourage a challenging, worthwhile, and fulfilling work environment for our employees by building mutual respect, self-belief, and confidence in our personal relationships based upon commitments to truth, frankness, and competency; but also to provide tools to support constant delivery of the brand promised with every point of contact...
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...MEETING CONSUMER’S DEMAND: CUT ABOVE THE REST OMO’s strength is its high quality stain removing power. This market leader would fit the needs of our consumers who seek to find the best possible solution to make the clothes ‘white and shining’. As NE consumers press on stain removal, bleach properties that cleans the clothes without much hard work, our OMOSOAP with its perceived- high quality would be aspirational and for once affordable to the consumers. We will manufacture the soap bar as a cuboid in OMO’s symbolic colors- Red and Blue. As mentioned in section one, this will make our product ‘standout’ when consumers are washing with OMOSOAP in a group, and hence strengthen the effect of OMO’s brand identity. PACKAGING: We package the soap using our brand name OMO so that the core benefits of our product (stain removal) can be conveyed explicitly. In addition, for packaging we use the same colors (red and blue) and logo as used for OMO detergent. This we believe would encourage emotional response and better customer recall (Kotler, 1997, p. 38). The advantages of our product are: ·Core product: The soap removes the toughest of stains and makes the clothes stain-free and shining. ·Actual product: According to the evaluations by the NE consumers towards detergents, they attach great importance to the quantity of foam produced in the detergent, by which they judge the ability...
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...TOPIC BRANDING STRATEGY OF HINDUSTAN UNILEVER LIMITED SUBMITTED BY PRIYANKA S. TELANG UNDER THE GUIDANCE OF SAMADHAN KHAMKAR IN THE FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF BACHELOR OF MANAGEMENT STUDIES UNIVERSITY OF MUMBAI ACADEMIC YEAR 2009-2010 CHIKITSAK SAMUHA’S S.S & LS PATKAR VARDE COLLEGE OF ARTS COMMERCE & SCIENCE AND V.P VARDE COLLEGE OF COMMERCE & ECONOMICS,GOREGAON (W) MUMBAI -62 1 CHIKITSAK SAMUHA’S PATKAR – VARDE COLLEGE OF ARTS, COMMERCE SCIENCE. GOREGAON (W), MUMBAI -400063 CERTIFICATE This is to certify that PRIYANKA SHASHIKANT TELANG OF T.Y.Bachelor of Management studies VI (2009-2010) has successfully completed the project on “BRANDING STRATEGY OF HUL” under the guidance of SAMADHAN SIR. COURSE CO-ORDINATOR PROJECT GUIDE/INTERNAL EXAMINAR EXTERNAL EXAMINER 2 CHIKITSAK SAMUHA’S PATKAR – VARDE COLLEGE OF ARTS, COMMERCE SCIENCE. GOREGAON (W), MUMBAI -400063 DECLARATION I, PRIYANKA TELANG OF Patkar –Varde College of TYBMS (semester VI) hereby declare that I have completed this project on “BRANDING STRATEGY OF HUL” during the academic year 2009-2010. The information submitted is true and original to the best of my knowledge. DATE: SIGNATURE OF STUDENT PLACE: MUMBAI 3 ACKNOWLEDGEMENT I wish to express my profound gratitude to PROF.SAMADHAN KHAMKAR for his kind support and valuable guidance for the completion of this project. I also express my sincere thanks to my principal and BMS co-coordinators...
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...Why did Unilever commit to sustainable source for its tea? First of all, there is a companywide strategy to launch a new “Sustainable Living Plan”. This plan includes goals to source 100% of agricultural raw materials sustainably by 2020. According to Unilever CEO Paul Polman, he believed that these goals would drive savings, product innovation and differentiation across the company’s portfolio. By committing to this plan, Unilever ensures to be more competitive in the future. If this transformation did not start, they would not be able to get the quality and quantity of the tea they need for their products. To adopt this plan Unilever faced two major issues. The first one was to start the transformation on the supply chain, due to the fact that the current supply chain does not yet comply with the “Sustainable Living Plan”. The alignment of the supply chain includes certification of tea production. In order to do that, Unilever worked with local NGOs and Kenyan Tea Development Agency (KTDA). Those parties ensure that the smallholders get educated and certified on sustainable agriculture. This approach makes sure that Unilever’s own production in Kenya and Tanzania as well as the small farmers in East Africa implement the new guidelines and recommendations and have been certified by the Rainforest Alliance. The second issue was how to address this internal commitment to consumers. The global brand director for Lipton Tea Michiel Leijnse, believed that Western consumers had become...
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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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...companies have the same directors and effectively operate as a single business. The current non-executive Chairman of Unilever N.V. and PLC is Michael Treschow while Patrick Cescau is Group Chief Executive, who will retire at the end of 2008. Mr Paul Polman will succeed Patrick Cescau as Group Chief Executive. The company is widely listed on the world’s stock exchanges. 1.2 Origin of report Since practical orientation is an integral part of the BBA program, I tried to expose real life performance of Uniliver by preparing this report. To prepare this report I have come across with different information of the Uniliver. From the collected information I understand the company’s activities in the market as Uniliverll as in their internal preparation for marketing and others activities. I expect that this report will fulfill the requirement of BBA program and provide a clear idea about the Uniliver activities and other multi-national company’s effort in the Bangladesh. Thus, Uniliver can get deep understand of actual situation of MN’s company’s activities by analyzing their exposed strategy . 1.3 Objective This Study is intended to analyze marketing strategies used by Unilever Bangladesh Ltd and globe. The main purpose of the study is to find what strategies the company uses to market its products and brands...
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...Table of Contents Executive Summary 3 PEST Analysis 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...
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...PORTERS FIVE THREATS OF NEW ENTRANTS-LOW Procter&Gamble posses significant amount of market share globally having 11.5% while their closest competitors LOREAL and Uniliver with 9.7% and 7.8% respectively. The threat of new entrants into the beauty industry is low due to high entry barriers. In order for new entrants to be in a position to compete with P%G, they must have large capital for heavy marketing research and development whereby, they are in a position to produce or distribute products of similar quality to P&G products. P%G spend more on research and development more than its nearest competitors. This allows them to efficiently signal the value of their products for consumption rather than advertising. NICHE MARKET Companies that specialize in niche market could pose a threat to P%G fragrances because the oud scent is common and liked in the Middle Eastern countries whereby if a new entrant produces a fragrance with the oud scent, it can help them gain consumers and market share. For e.g. Tom Ford recently launch a fragrance with oud scent whereby, this will attract consumers that want quality products and also satisfy there personal needs. Scale of products produced by P&G are on a large scale because they have about 500 different products. New entrants will find it difficult to produce products on that scale for effective competition. BARGANING POWER OF BUYERS INDIVIDUALS-(HIGH) The power of buyers is high because they have the decision to choose a substitute...
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...INTRODUCTION Corporate social responsibility (CSR) is an idea that corporations taking some sort of activities with responsibility for society’s benefits to effect their customers, employees, shareholder and environment within their operations. This is a voluntary behavior to improve employees and their families’ quality of life as well as society. Nevertheless, it is not a statutory law that organizations have to comply with. Over the last two decades, the public and the media have increasingly concerned about CSR. Therefore, this has led to more interactions between governments and organizations and society as a whole. In the past, corporations focus on earning profit invariably, “Today, however, businesses must also reflect on the legal, ethical, moral and social consequences of their decisions” (Anderson 15). A growing number of people are keeping a watchful eye on corporations’ background whether it has a contribution to society instead of how much profit they have gained. However, corporate social responsibility has become a significant matter in the international business. The image of corporations depends on how much they take on social responsibilities. E.g. consumers are more likely satisfied with reliable global brands. Similarly, employees are more willing to work for good-welfare companies. “The brand manager uses consumer concern for business responsibility as a means for securing competitive advantage. At the same time a charitable cause receives substantial...
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...There is nothing better than treating yourself to your favorite Breyers ice cream on a warm summer day. Loosing yourself in the sweet creamy taste of real ice cream made with all natural ingredients. Whether you are enjoying Breyers all natural vanilla ice cream with birthday cake, having your favorite pie al a mode or just having your favorite flavor in a cup or cone it is undeniable that nothing is better than indulging into a sweet craving with Breyers. Breyers has been creating smiles and fulfilling family traditions for over 140 years. They continue to pride themselves on having a traditional ice cream recipe made with quality all natural ingredients such as real milk, cream, sugar, chocolate and fruit. Breyers is the oldest ice cream producer in the United States (http://www.answers.com/topic/good-humor-breyers-ice-cream-company ). In 1866 William A. Breyers from Philadelphia made homemade ice cream and sold it to his friends. His ice cream soon became so popular that it was known as Philadelphia’s best ice cream. Breyers ice cream business outgrew his home and he and his family opened their first retail store in 1882 then opened four more shortly after. Breyer promised all of his customers that his ice cream was made with the finest all natural ingredience. Breyer hand cranked all of the ice cream himself in the back of one of his stores then delivered it to the other stores by a horse drawn wagon. In 1896 Breyer and his family opened their first wholesale manufacturing...
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...first even if it meanstaking money from your savings to do it! * You’re taking a risk by entering into relationships with a franchisor, your employees, and your customers. And anything to do with relationships is always full of risk. 2.) It change overtime to effectively identify and developing outstanding management people. I believe that change is constant. Growth demands better and more efficient ways of doing things. Good management must identify necessary changes and execute necessary improvements. 3.) You will know if the price is right if the customer or consumers are satisfied through the services and quality of the products that they can get. This means that the price is worth . 3. Compare ; Sunsilk – Uniliver Sunslik Shampoo is very needful for lovely hair as like Sunraise is very needful to an earth.Really after using the sunsilk shampoo the hair is very glow and shaining.Sunsilk shampoo is very better than other shampoo.because this is very good smell and if we are using this shampoo our cash is saved compare with other products means other branded shampoos Pantene – Proctor and Gamble Pantene’s...
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...------------------------------------------------- Table of Contents CHAPTER: ONE INTRODUCTION OF THE PROJECT………………………….1-4 CHAPTER: TWO INTRODUCTION OF THE ORGANIZATION……..…………5-9 CHAPTER: THREE CAPITAL STRUCTURE ANALYSIS………………………….10-15 Fixed Assets……………………………………………………….10-12 Inventories…………………………………………………………12-15 CHAPTER: FOUR ANALYSIS OF ASSETS…………………………………………..16-18 CHAPTER: FIVE CASH FLOW ANALYSIS………..………………………………19-26 CHAPTER: SIX FINANCIAL RATIO ANALYSIS…...............................27-28 CHAPTER: SEVEN SUMMARY AND CONCLUSION……………………… CHAPTER: ONE INTRODUCTION OF THE PROJECT Theory is just limited to knowledge, but practical approach gives the platform for applicability. Learning only on theoretical basis limits our knowledge horizon and keeps us far from real world. So, in order to have enough understanding on the accounting process, this project aims at applying theory into practice. The annual report project in the first term of our accounting course in MBA is assigned to us to make us learn everything we can about one company using its annual report, the internet, the press, stock market and contract with company officials. Thus, this annual report project on Unilever Nepal Limited (UNL) is prepared as a part of learning practical applicability of accounting processes. Objectives of the report Every report has objectives. It is on the basis of these objectives that report is directed in a fixed path and contains...
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...Executive Summary Dove started its journey in 1957 as a soap bar and personal care brand including some hair care products owned by Unilever. Over the last few years, Dove has focused on delivering products that inspire women to enjoy their own beauty and individuality. But Dove, the much-loved brand from Unilever UK sparked a global conversation about real beauty is now starting a different conversation – this time with men. 2010 see’s the launch of its first ever male grooming range – Dove Men+Care, developed to bring greater skin comfort and care to UK men without compromising on performance. This report is based on an overview of the consumer research process of launching Dove Men+Care a new soap for men in Bangladesh which is the objective of this research. For this research data were collected by primary and secondary sources. We collected secondary data- existing information about Dove from net and for primary research we used two methods qualitative and quantitative. Three depth and two focus interviews were taken from 9 persons as qualitative method and 8 persons were surveyed through questionnaire as quantitative method. The respondents are at the age of 20-40, mostly students and male corporate people, income level 10,000 to 35,000 above. At the time of collecting data we have to go through some limitations like short span of time, ignorance of the respondents and so on. Through this survey we come up with some findings like most of the boys used general soap and...
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...Challenge of embedding Sustainability in Organizations: The role of HRM and Leadership INTRODUCTION In the last decade, the importance of sustainability in any part of business in any industry has increased. Sustainability needs to move from being an add-on to a way of life at the firm such that companies can balance their social, financial and environmental risks and obligations. While companies have begun identifying the need to ingrain sustainability into the organisation, most business leaders still do not have a clear idea on how to go about doing so. THE CULTURE OF SUSTAINABILITY When talking about sustainability in business we mean managing the ‘triple bottom line’ such that decision making takes into account not only profits but also people and the planet along with social and environmental risks and obligations. In this sense, corporate reporting takes into account the environmental and social impact of the firms operations. But a culture of sustainability is more than just the corporate report and the face value of the initiative. It is one in which all the members of the organization share the spirit and the passion for the cause of balancing profitability with environmental accountability and social well being. Such a culture constantly strives to improve the lives of stakeholders while successfully carrying out its operations over the long term. WHAT DIFFERENTIATES SUSTAINABILITY FROM OTHER INITIATIVES? Most organizational change initiatives are largely...
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