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¶ … Unilever change its current marketing and branding strategy? If no, why not? If yes, what should they change?
Unilever is attempting create a new detergent marketed to low-income consumers in Brazil, many of whom find the company's pricing to be cost-prohibitive. Because of the class demographics in Brazil, low-income consumers represent a substantial part of the market. With 81% of the market already, the company had little other room to expand within Brazil other into than the Northeast market of lower-income consumers (Guimaraes & Chadon 2007: 7). On the other hand, repositioning its core brands, even its cheaper ones like Omo and Campeiro, will take extensive revision of its marketing and branding strategies. Still, 'cash cow' detergents are a vital part of Unilever's brand empire. Its sales of its higher-end detergent Minerva were below the national average in the Northeast, although in terms of laundry soap bars it was the leader. Given the worries that Unilever...
Washing clothes is a pleasurable, social activity for poorer women, and cleanliness is very important. Power (foaming), smell, stain removal, dissolving, consistency, and easy-to-recognize packaging are all valued as attributes of a 'good' detergent. To compete, Unilever would have to offer at least the same or slightly better quality than its existing Omo and Campeiro in these product areas, but at a cost cheaper than the average price of its products like Minerva that were directed towards higher-end consumers. Cutting costs on packaging was a no-go, given that low-income consumers saw boxes as…
Works Cited
Guimaraes, Pedro & Pierre Chadon. "Unilever in Brazil." Instead Cases. 2007.
Branding in the global marketplace "Brands should be viewed as markers in a global system of symbolic differences" (Cayla, 2008, p. 106). Julien Cayla and Eric. J. Arnould assert in their Abstract that scholars in the field of international marketing need to "revise some key premises and foundations" and think more along the lines of the being "culturally relative" and "contextually sensitive" when approaching global branding (Cayla, et al., 2008, p.
5% of pre-tax profits donated to community social and environmental organizations through the Ben & Jerry's Foundation. In addition, Unilever will contribute another $5 million to the foundation and create a $5 million fund to help minority-owned businesses" (2000, 22). Clearly, the company enjoys a wide range of product lines that can be positioned according to the cultural preferences in a given region as well as less easily defined attributes such
Marketing Plan for New Product Marketing Plan: Dove Anti-Dandruff Shampoo Marketing is an incredibly important function for any company (McCarthy, Perreault, & Saphiro, 2002). Whether the company is a small, sole proprietorship or a large corporation like Unilever, proper marketing is what will set a company (and a product) apart and keep it fresh in the minds of consumers. In order to have good marketing, a company has to have a plan
Unilever manufactures products for the nutrition, health and beauty, and home care industries. The company faces industry issues of economic pressures, high commodity prices, and increased competitor focus. The sustainability issues include food security, poverty reduction, and sustainability of resources, climate change, as well as social and economic development. Unilever expects these issues to continue for the medium term as volatility and uncertainty have become a new norm. (Annual Report
Unilever is a consumer products multinational is listed in London and the Netherlands simultaneously. The company has a highly diversified product base such that it is not dependent on any one business or market for its success. The consumer products industry in the West is a mature business, and it is a growing business in the growing economies of the world like the BRIC economies and many Asian countries. Being a
We go out of our way to build personal networks throughout the company, not just in our area of responsibility. 4. Our people have a passion for achievement, strive for outstanding results and are determined to get things done. 5. To make sure that happens each and every day, we have created a working environment in which you can be yourself. After all, as a business we need to be as