competitive strategy. Thirdly‚ consumer behaviour towards detergent. Finally‚ an outline for new marketing strategy for Ecover to enter the supermarket. 2. Background Ecover was founded in 1979 by Frans Bogaerts.It was a modest little detergent company in Malle in northern Belgium. Pierres Magnin a successful Swiss businessman dealing with pharmacies and health food stores‚ suggested Bogaerts to develop an eco-friendly detergent free of harmful chemicals (which was to be banned by the Swiss
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HUL is the market leader in Indian products such as tea‚ soaps‚ detergents‚ as its products have become daily household name in India. The Anglo-Dutch company Unilever owns a majority stake in Hindustan Unilever Limited. The company was renamed in late June 2007 as "Hindustan Unilever Limited". PRODUCT LINE (A) HOME AND PERSONAL CARE: (1) Personal wash : Lux‚ Breeze‚ Lifebuoy‚ Dove‚ Liril‚ Pears‚ Hamam‚ Rexona (2) Laundry: Surf Excel‚ Rin‚ Wheel (3) Skin Care: Fair and lovely‚ Pond¶s‚ Aviance (4)
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Segmentation‚ Targeting‚ and Positioning Segmentation‚ targeting‚ and positioning together comprise a three stage process. We first (1) determine which kinds of customers exist‚ then (2) select which ones we are best off trying to serve and‚ finally‚ (3) implement our segmentation by optimizing our products/services for that segment and communicating that we have made the choice to distinguish ourselves that way. Segmentation involves finding out what kinds of consumers with different needs
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The best decision for the organization was to reposition Cruiser Thorr. The positioning strategy that I chose was to provide financing options and increase services. In providing financing options and increasing services‚ the organization will open doors for potential customers who may have felt that the Cruiser Thorr was unaffordable
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……………………………………………………………………………………………… Table of Contents 1. Introduction I 1.1 Research questions; I 1.2 Defining the problem 1 1.3 Macroenvironment II 1.4 Microenvironment II 2. Analysis II 2.1 What is segmentation? II 2.2 What is Gainomax current segment and positioning? III 3. New Segments III 3.1 Segment 1 III 3.2 Segment 2 IV 3.3 Segment 3 IV 4. Reposition and Choice of segment IV 5. Conclusion/Recommendations to the company V References 1. Introduction Gainomax is a brand owned by
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Unilever should launch new detergent powder to attract low-income detergent users in the Northeast Brazil. The company will be able to make use of its strong brand in launching the new product and also Unilever will be able to keep its profitability by positioning the new product into different segment from Unilever’s other products‚ OMO and Minerva. The economic upturn by Plano Real brought the higher purchasing power for consumers in the Brazil and this has made the detergent powder market grow at
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Aviation Market in HK Early Dragonair’s Position Dragonair‚ based at Hong Kong International Airport‚ had styled itself as a low-cost carrier before Cathay’s takeover. Dragonair mainly focused on mainland China market which was an undeveloped market and had less-desirable routes in 1980s. It continued to see steady growth by primarily focusing on Asia market afterwards. Scheduled passenger services to Taipei‚ Bangkok and Tokyo were commenced in July 2002‚ November 2003 and April 2004‚ respectively
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What is a Brand ? Brands were originally developed as labels of ownership: name‚ term‚ design‚ and symbol. However‚ today it is what they do for people that matters much more‚ how they reflect and engage them‚ how they define their aspiration and enable them to do more. Powerful brands can drive success in competitive and financial markets‚ and indeed become the organization’s most valuable assets. A brand is name‚ term‚ sign‚ symbol‚ design‚ or a combination of the above to identify the goods
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advertisers. Founded 1930 Employees 350‚000 Sales $25.3 Billion Profits $982 Million Headquarters London‚ England and Rotterdam the Netherlands 3d-largest company in Britain World’s largest margarine producer World’s largest soap and detergent maker World’s largest maker of packaged tea World’s largest ice cream maker World’s 3rd-largest advertiser World’s 16th –largest industrial company Rank World’s largest consumer products company Unilever is one of the world’s leading food
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symbol of both luxury and durability. The brand has been repositioned to a niche market between cutting-edge fashion apparel‚ like Armani‚ and classic fashion apparel‚ like Polo Ralph Lauren. Burberry has also excelled in the accessories market‚ positioning itself between the Coach and Gucci brands. Burberry does not want to be cutting-edge fashion and at the same time‚ does not want to be viewed as just classic‚ as this market is already saturated with other brands. Burberry represents “accessible
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