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How Unilever’s Brands Connect with Consumers

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How is Unilever applying its understanding of internal consumer processes in the psychological core to market its products?

Unilever is using several points of the psychological core to market their product in order to make customers loyal. For exemple, the brand Dove used internet's exposure and the comprehension of the use to make ads for their “campaign for real beauty”. A lot of different types of customer are target in this campaign and everyone will remember it.
For Ragù, they also used internet and therefore the exposure of the social media power to dialogue with their customers in order to get parent's opinion about getting children to eat to make a product that full fill the customers needs and also to create a relationship with them.
They also created a website for their latinos customers to provide them with brand-oriented products. It creates a relationship between the customers and the brand and gives also a good image of the brand, a brand who really care about his customers.
They are also trying to get more customers by explaining to them how and why they should use a product in order to make their lifes better and also to make them feeling good about doing that action. This one is a part of memory and knowledge in the psychological core
They also try to make the use of the product way easier and to fit with the environmental issues which is a part of attitude and formation changes in the psychological core.

Which of the four external processes in the consumer’s culture do you think have been the most important to the success of Dove’s Campaign for Real Beauty? Why?

The most important external process in the consumer's culture to the success of Dove's Campaign for Real Beauty are phycographics values, personality and lifestyles. The aim was to touch customers by telling them that there is no norms for beauty, every women is beautiful with her own features. They set up this campaign...

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