Unilever
Marketing Mix
OUTLINE o INTRODUCTION o UNILEVER AT A GLANCE o STP STRATEGY
Segmentation
Targeting
Positioning
• 4 Ps
o CONCLUSION
UNILEVER AT A GLANCE
Unilever is one of the world’s leading suppliers of fast-moving consumer goods.
UNILEVER
was founded in 1930
190 countries in which their products are sold
171,000 employees at the end of the year 2011
€1 billion invested in R&D worldwide in 2011
CUSTOMER PARTNERSHIPS o Unilever has products for three markets:
• FOOD
• PERSONAL CARE
• HOME CARE
o Its products reach shoppers through a network of customers including;
• retailers
• wholesalers
• distributors
• small independent shops
CUSTOMER PARTNERSHIPS
International retail customers such as Wal-Mart,
Tesco, Carrefour and Metro predominate in the US and Europe.
SEGMENTATION o Size of Businesses (based on sales potential)
• Large
• Medium
• Small
TARGETING o Supermarket/Hypermarket Chains
• Migros
• CarrefourSA
POSITIONING o Product
• OMO is the number 1 brand in detergent market.
(Premium brand category)
o Price
• The payment period for retailer was in 3 month basis. Means the retailer must pay to Unilever within 3 month after receiving the goods.
• Credits term only will come on when there is some damage goods during delivery to retailer by distributor.
POSITIONING o Place
• Unilever have their own logistic to distribute their products to the entire retailer.
• Unilever also reduces the carbon footprint of their logistics operations through more efficient use of vehicles. o Promotion
• When the warehouses of Unilever are getting packed with the old stock, Unilever gives discount for up to half price for the old stock in order to clear their excess stock.
THE CONSUMER ANGLE o Market Segmentation
• Demographic Segmentation
• Gender: Male, Female
• Nationality: Turkish
• …
o Target market
• Mainly house wives
• Middle and higher income groups
• Children through ‘the dirt is good’ campaign
POSITIONING o Product
o Price
PACKAGING
OUTLINE o INTRODUCTION o UNILEVER AT A GLANCE o STP STRATEGY
Segmentation
Targeting
Positioning
• 4 Ps
o CONCLUSION
UNILEVER AT A GLANCE
Unilever is one of the world’s leading suppliers of fast-moving consumer goods.
UNILEVER
was founded in 1930
190 countries in which their products are sold
171,000 employees at the end of the year 2011
€1 billion invested in R&D worldwide in 2011
CUSTOMER PARTNERSHIPS o Unilever has products for three markets:
• FOOD
• PERSONAL CARE
• HOME CARE
o Its products reach shoppers through a network of customers including;
• retailers
• wholesalers
• distributors
• small independent shops
CUSTOMER PARTNERSHIPS
International retail customers such as Wal-Mart,
Tesco, Carrefour and Metro predominate in the US and Europe.
SEGMENTATION o Size of Businesses (based on sales potential)
• Large
• Medium
• Small
TARGETING o Supermarket/Hypermarket Chains
• Migros
• CarrefourSA
POSITIONING o Product
• OMO is the number 1 brand in detergent market.
(Premium brand category)
o Price
• The payment period for retailer was in 3 month basis. Means the retailer must pay to Unilever within 3 month after receiving the goods.
• Credits term only will come on when there is some damage goods during delivery to retailer by distributor.
POSITIONING o Place
• Unilever have their own logistic to distribute their products to the entire retailer.
• Unilever also reduces the carbon footprint of their logistics operations through more efficient use of vehicles. o Promotion
• When the warehouses of Unilever are getting packed with the old stock, Unilever gives discount for up to half price for the old stock in order to clear their excess stock.
THE CONSUMER ANGLE o Market Segmentation
• Demographic Segmentation
• Gender: Male, Female
• Nationality: Turkish
• …
o Target market
• Mainly house wives
• Middle and higher income groups
• Children through ‘the dirt is good’ campaign
POSITIONING o Product
o Price
PACKAGING