...MGT 6170-Marketing, Unilever in Brazil Case Study Table of Contents 1. INTRODUCTION ............................................................................................................... 2 1.1. 2. Aim of the report .................................................................................................. 2 CONSUMER BEHAVIOUR ON PURCHASE OF DETERGENTS IN BRAZIL ................. 2 2.1. 2.2. Consumer decision Process ................................................................................. 2 Influences on consumer decision making ............................................................ 2 3. MAIN PLAYERS AND THEIR CURRENT STRATEGIES .................................................. 3 3.1. 3.2. Unilever and their current strategies ................................................................... 3 P&G and their current strategies ........................................................................ 4 4. 5. SWOT ANALYSIS ............................................................................................................... 4 STRATEGIES FOR UNILEVER ......................................................................................... 5 5.1. 5.2. Growth Strategies ................................................................................................ 5 Market Penetration Strategy ................................................................................ 6 6. 7. CONCLUSION ...........................
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...Trường Đại Học Kinh Tế Thành Phố Hồ Chí Minh Khoa Thương Mại – Du Lịch – Marketing -----o0o----- Bài tiểu luận môn Quản Trị Marketing toàn cầu Đề tài: PHÂN TÍCH KINH NGHIỆM MARKETING QUỐC TẾ CỦA CÔNG TY UNILEVER Giáo viên hướng dẫn: Thạc sĩ Quách Thị Bửu Châu. Nhóm: Đề tài 4 Tháng 8/2011 MỤC LỤC DANH SÁCH NHÓM ........................................................................................................................... 3 A. I. II. III. IV. B. I. 1. 2. 3. 4. II. 1. 2. 3. 4. 5. III. 1. 2. 3. 4. 5. IV. 1. 2. GIỚI THIỆU VỀ CÔNG TY UNILEVER: .................................................................................. 4 Lịch sử Công ty Unilever: .......................................................................................................... 4 Triết lý kinh doanh: ............................................................................................................... 6 Chiến lược phát triển: ............................................................................................................ 6 Cơ cấu: ................................................................................................................................... 7 CASESTUDY VỀ CÔNG TY UNILEVER: ................................................................................. 7 Fair and Lovely tại Ấn Độ - quảng cáo văn hóa: ...................................................................... 7 Tổng quan về sản phẩm: ....................................
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...Marketing Introduction: Unilever have a long and profitable history in Brazil. After setting up in Brazil in 1929,Unilever set up their first plant in 1930 to manufacture Sunlight Soap. In 1957 OMO, the countries first detergent, was launched and grew to be Unilever’s most successful Brand commanding 52% of the market share. Completing the detergent portfolio are Minerva, which is sold as both soap and detergent powder and Campeiro, their price based brand. Together the Unilever portfolio commands 81% of the market. Upon review of the company’s strategic options positive economic forces in Brazil have presented Unilever with the viable option of pursuing the low income consumer market. Currently their price based brand Campeiro is priced affordably but does not meet low income needs for perceived product attributes and as such only retains 6% of the market. Management are concerned this presents a chink in Unilever’s armour presenting anopportunity for Proctor and Gamble to attack and grow in this segment. Unilever had fallen victim to this strategy in India whereby a low priced detergent “Nirma” was developed andtargeted at low income consumers and quickly gained 48% of the market. Brazil is a country with a population ofapproximately 170m. It’s predominately split into two regions, the northeast with a population of 48m and the southeast with a population of 73m. The northeast and the southeast regions vary greatlywith regards to a number of issues related to the detergent...
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...attempt has been made to ensure accuracy and reliability, Euromonitor International cannot be held responsible for omissions or errors. Figures in tables and analyses are calculated from unrounded data and may not sum. Analyses found in the briefings may not totally reflect the companies’ opinions, reader discretion is advised. Microwaves 60,669 Deodorants US$20.4 bn Beauty and Personal Care US$425.7 bn Bath and Shower US$37 bn Baby Care US$13.6 bn Hair Care US$73.7 bn Small Appliances Jewellery 1,724,022 Men’s Grooming US$32.7 bn Procter & Gamble is the global leader in beauty and personal care. Its key brands here include Olay, Gillette and Pantene. The company has however underperformed some of its rivals including Unilever and L’Oréal, which have made significant gains in the Chinese market to Procter & Gamble’s detriment. Procter & Gamble may suffer from being too mid range for premium-focused China, while too premium for lesser developed emerging markets such as India. © Euromonitor International BEAUTY AND PERSONAL CARE: PROCTER & GAMBLE PASSPORT 2 STRATEGIC EVALUATION COMPETITIVE POSITIONING MARKET ASSESSMENT...
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...Marketing Strategy 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...
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...retain their share of the market (Hamel and Prahalad 2002; Kim and Mauborgne 2005). Emerging markets of Asia and Europe offer strong growth potential to emerging market leaders like Unilever which have a range of consumer goods products from toothpaste to snacks and biscuits (Bloch, Shankar and Schaus, 2007). The power and potential of emerging markets can be gauged from the fact that they contribute to nearly fifteen percent of revenues to international brands like Unilever, a trend which is likely to continue (Bloch, Shankar and Schaus, 2007). Think global act local With the aim of succeeding, companies have adopted the new mantra of ‘Think Global, Act Local’. In order to compete with local brands, not only with regard to prices, but also to taste, Unilever develops flexible marketing strategies to market and distribute its products in local remote areas of emerging markets. For instance, Unilever devised and implemented a unique strategy for the marketing of its products in Indonesia, where infrastructure is poor, with the use of motorcycles to reach remote villages in Indonesia. This strategy enables Unilever to gain higher profit margins in developing nations and reduce the costs of their premium products in economies of scale. Distinct Marketing Strategies in developing economies Unilever is keenly aware of global strategies which it needs to adopt for the development and increase of local market for their brands,...
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...Unilever The company that I chose for this project is Unilever. The reason is because it provides goods to a market that has been continuously stable and growing. This company is expanding year to year resulting in many opportunities for career seeking people and therefore their human resource department has to be prepared. With more than 400 brands focused on health and wellbeing, no company touches so many people’s lives in so many different ways. Unilever’s portfolio ranges from nutritionally balanced foods to indulgent ice creams, affordable soaps, luxurious shampoos and everyday household care products. Unilever produces world-leading brands including Lipton, Knor, Dove, Axe, Hellmann’s and Omo, alongside trusted local names such as Blue Band, Pureit and Suave. Since Unilever was established in the 1890s, brands with a social mission have been at the core of its business, and now corporate responsibility underpins its strategy. In 2010, Unilever launched the Sustainable Living Plan – a set of targets designed to help the company deliver their objective of growing its business while minimizing the company’s impact on the environment. Unilever’s believe is that as a business they have a responsibility to their consumers and to the communities in which they have a presence. Around the world they invest in local economies and develop people’s skills inside and outside of Unilever. And through their business and brands, they run a range of programs to promote hygiene, nutrition...
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...Question 1 Why do companies such as Procter & Gamble target emerging markets? Do you agree with this strategy? For many years, multinational consumer goods company Procter & Gamble lagged behind its direct competitors Colgate-Palmolive and Unilever in emerging markets. Both Colgate and Unilever gain more than half of their revenue from emerging economies. P&G, on the other hand, only generates 40% of its revenue abroad, despite being the world's largest household product maker. P&G is famous for having a rich portfolio of well-recognized brands in the personal care, beauty, grooming, health and fabric segments. As Morningstar notes, some of its brands are essential for retailers to bring more traffic to their stores and therefore enjoy privileged product positioning. More than 20 of P&G's brands generate $1 billion or more in revenues per year and they are extremely popular. These brands are famous for their high quality. However, despite the strength of its portfolio and its presence in more than 180 countries, P&G's performance in global markets is far from amazing. Global growth has roughly been 3% on a dollar basis for the past few years. Considering that there's an emerging middle-class in emerging economies, P&G could not only find a growth catalyst but also find high-profit situations abroad. Big companies such as Procter & Gamble target emerging markets because they are determined to grow. Their strategy is to capture as much customers...
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...CASE ANALYSIS UNILEVER IN BRAZIL Q: 1 what is the problem of the case? The problem is launching a new product according low income consumers in NE Brazil. Unilever Didn’t knew the low income consumers segment well or had firsthand experience of the kind of Marketing strategy that would work for this segment. Q: 2 what is the SWOT analysis of case? STRENGHTS 1. 170million consumers. 2. High market share. 3. Power of unillever brand in NE. WEAKNESS 1. Price of products very high which are not approach of Ne consumers. 2. Promtion problems. OPPORTUNITY 1. Good market structure. 2. Expected high growth in soap product. THREATS 1. High using soap in NE market. 2. Economic situation. Q: 3 what are marketing strategies for this case? Firstly, include betterment in product PRODUCT 1. Product with an attractive design. 2. Make the product between OMO and CAMPERIO. PRICE 1. Change the price of OMO. 2. Reduce the cost of other products for introduce a new one. 3. Set normal price not too low it will increase competition. PLACE 1. Easy availability of product. 2. Effeciency in distribution. PROMTION 1. Not focused on TV commercial because in the NE most people didn’t have the TV. 2. Direct marketing will be beneficial. Q; 4 what would you do and why if you are in position of Robert and Laercio? I want introduce the new product for the low income consumers. Because no other way to Grow. Introduce...
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... 1.1 Introduction Unilever is a multi-national corporation, formed of Anglo-Dutch parentage that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products. Unilever employs nearly 180,000 people and had worldwide revenue of almost €40 billion in 2005. Unilever is a dual-listed company consisting of Unilever NV in Rotterdam, Netherlands and Unilever PLC in London, England. This arrangement is similar to that of Reed Elsevier and that of Royal Dutch Shell prior to their unified structure. Both Unilever 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 2014. 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 MBA program, I tried to expose real life performance of Unilever by preparing this report. To prepare this report I have come across with different information of the Unilever. From the collected information I understand the company’s activities in the market as Unilever as in their internal preparation for marketing and others activities. I expect that this report will fulfill the requirement of MBA program and provide a clear idea about the Unilever activities and other...
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...Introduction Unilever is a multi-national corporation, formed of Anglo-Dutch parentage that owns many of the world’s consumer product brands in foods, beverages, cleaning agents and personal care products. Unilever employs nearly 180,000 people and had worldwide revenue of almost €40 billion in 2005. Unilever is a dual-listed company consisting of UnileverNV in Rotterdam, Netherlands and Unilever PLC in London, England. This arrangement is similar to that of Reed Elsevier and that of Royal Dutch Shell prior to their unified structure. Both Unilever 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...
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...The impact of social performance - Unilever and its environmental responsibility Unilever is one of the world largest multinational companies, merged by British soapmaker Lever Brothers and Dutch margarine producer Margarine Unie in 1929, which is related with lives of over two billion people every day mainly in the area of food and beverage, home care and personal care. The corporate purpose of Unilever indicates that they require "the highest standard of corporate behavior towards everyone we work with, the communities we touch, and the environment on which we have an impact (Purpose & principles 2010)". This corporate purpose highlights the importance of social performances and the interactions with their shareholders. Corporate social responsibility (CSR) is increasingly essential in the global environment (Wilburn 2009, 111), especially for large multinational companies who confirm that making contributions to shareholders is the driving force to increase the value of the corporations. Unilever claims that corporate social responsibility is at the heart of its business (Cescau 2007). “We've always believed in the power of our brands to improve the quality of people’s lives and in doing the right thing. As our business grows, so do our responsibilities (Our vision 2010)” Unilever has made a clear direction about their vision. These years Unilever has focus on building their corporate image with full consideration and improvement of social performance, varying from...
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...Unilever in India Doug Baillie Group Vice President, South Asia Unilever Accelerating change Mumbai 14th November 2007 Safe harbour statement This presentation may contain forward-looking statements, including 'forward-looking statements' within the meaning of the United States Private Securities Litigation Reform Act of 1995. Words such as 'expects', 'anticipates', 'intends' or the negative of these terms and other similar expressions of future performance or results, including financial objectives to 2010, and their negatives are intended to identify such forward-looking statements. These forward-looking statements are based upon current expectations and assumptions regarding anticipated developments and other factors affecting the Group. They are not historical facts, nor are they guarantees of future performance. Because these forward-looking statements involve risks and uncertainties, there are important factors that could cause actual results to differ materially from those expressed or implied by these forward-looking statements, including, among others, competitive pricing and activities, consumption levels, costs, the ability to maintain and manage key customer relationships and supply chain sources, currency values, interest rates, the ability to integrate acquisitions and complete planned divestitures, physical risks, environmental risks, the ability to manage regulatory, tax and legal matters and resolve pending matters within current estimates, legislative...
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...responsibility for the company's effects on the environment and impact on social welfare. The term generally applies to company efforts that go beyond what may be required by regulators or environmental protection groups. (Investopedia, 2014) Unilever A lifesaving habit LONDON/ROTTERDAM, Oct. 14 /CSRwire/ - Unilever and the Earth Institute have announced a new initiative to bring hand washing with soap – a lifesaving habit – to the Millennium Villages, a project that works with nearly 500,000 people in rural villages, across 10 countries in sub-Saharan Africa. A Memorandum of Understanding (MOU) was signed by Prof. Jeffrey Sachs, Director of the Earth Institute at Columbia University and Paul Polman, CEO Unilever, in New York on the fifth anniversary of Global Hand washing Day. The partnership supports Unilever’s attain its goal to deliver on one of its commitments to help more than one billion people take action to improve their health and well-being. Over the past two years, Unilever has successfully changed the hand washing habits of 50 million people in Africa and South-Asia, through its leading soap brand Lifebuoy and partnerships with Population Services International (PSI) and UNICEF established through the Unilever Foundation. Everybody can help a child – Pledge on Facebook Millions of people around the world are asked to pledge on www.facebook.com/lifebuoy. With every pledge, Lifebuoy and its partners will help more children receive...
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...unilever SUBMITTED TO: MS.ERAJ GROUP MEMBERS: ERUM FAROOQUI 12 KANWAL TAHIR 21 QURRAT.UL.AIN IRSHAD 75 CONTENT: * Background. * Head Office * Vision. * Mission. * Unilever Key Facts. * Unilever Portfolio. * Product and Service Analysis. * Unilever’s Marketing Strategy. * Unilever’s Operational And Distributional Strategy. com BACK GROUND In the 1890s, William Hesketh Lever, founder of Lever Bros and later Lord Leverhulme, wrote down his ideas for Sunlight Soap – his revolutionary new product that helped popularize cleanliness and hygiene in Victorian England. “It was toward make cleanliness commonplace; to lessen work...
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