Sharma Submitted by: Sneha M Zawar PGDM (Communications) Roll no: 60 05 – August – 2012 Contents Overview of Market: 2 Market Statistics: 3 Case Study: Dove 5 History: 5 Origin: 5 Segmentation 5 Target: 6 Positioning : 6 Unique Sellng Proposition : 6 Milestones: 6 Advertisemnt‚ Distribution and Selling : 6 Price Postioning : 7 Growth Prospects: 7 Competitor Analysis : 7 Trends of Indian market 8 Fall gaps and Forecast: 9 Sources and References
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premise was made clear. Use lifebuoy and stay strong. The quintessential red chunky bar of soap became synonymous with masculine health and good value for money. The same brand positioning was maintained for more than 100 years. However‚ sales started dipping in the 1990’s with the coming of other beauty soaps like Lux‚ Santoor etc. The consumers suddenly had more options and Lifebuoy’s existing market strategy had nothing new to make the consumers stay loyal to the brand. Also‚ times had changed
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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
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therein. HLL also wants about 30 per cent of the corporate income to come from this line. So‚ HLL opted for the strategy of developing quite a few strong brands in this line‚ and among them they cover different market segments and price points. Dove‚ Lux‚ Liril‚ Rexona‚ Pears and Lifebuoy are the outcome of such a well planned brand strategy implemented over time. Lifebuoy is
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com/apples-target-market.htm CITATION Tar13 l 5129 (Target market‚ 2013) REFERENCES Bibliography BIBLIOGRAPHY (2011‚ june 21) (2013‚ 10 06). Retrieved 10 06‚ 2013‚ from market segementation: http://malvasiabianca.org/archives/2013/09/apple-and-market-segmentation/ (2013‚ 10 09) (2013‚ 10 10). Retrieved 10 10‚ 2013‚ from segementation: http://www.investopedia.com/terms/m/market-segmentation-theory.asp (2013‚ 10 10) (2013‚ 10 10). Retrieved 10 10‚ 2013‚ from official website of apple: http://www.apple.com/pr/products/imac/imac
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Unilever Plc in London and Unilever NV in Rotterdam. A few of the popular brands of Unilever are Knorr‚ Lipton‚ Flora‚ Becel‚ Bertolli‚ Slimfast‚ Hellmann’s‚ Bird Eye‚ Omo‚ Domestos‚ Surf‚ Radiant among others. Its personal care brands include Dove‚ Lux‚ Axe‚ Vaseline‚ Sunsilk‚ Signal‚ Pond’s and Lifebuoy.Unilever’s revenue for 2005 was Euro 39.67 billion with an employee strength of 2‚06‚000 people worldwide. Dove’s formula was developed by Unilever in 1940. It was introduced as a mild soap which
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Introduction Similarly‚ product positioning is an important element of a marketing. Product positioning is the process marketers use to determine how to best communicate their products ’ attributes to their target customers based on customer needs‚ competitive pressures‚ available communication channels and carefully crafted key messages. Effective product positioning ensures that marketing messages resonate with target consumers and compel them to take action. Even companies‚ who have mass marketing
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AND FUTURE OUTLOOK: 3 2. SOAP INDUSTRY IN INDIA 3 3. HINDUSTAN UNILEVER LIMITED 4 3.1 HISTORY AND INTRODUCTION: 4 4. DOVE 6 4.1 OVERVIEW OF DOVE: 6 4.2 DOVE BAR: 8 5. STP ANALYSIS OF DOVE 9 5.1 SEGMENTATION OF DOVE: 9 5.2 TARGETING OF DOVE: 9 5.3 POSITIONING OF DOVE: 9 6. DOVE WITH RESPECT TO 4P’S 10 7. COMPETITORS 12 7.1 COMPETITORS AND THEIR STP 12 7.2 COMPARISON WITH COMPETITORS 15 8. SWOT ANALYSIS FOR DOVE 18 9. PRODUCT DIFFERENTIATION 18 10. RECOMMENDATIONS 19 11. BIBLIOGRAPHY 19 1. INDUSTRY
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Brand fatigue The Tea market in Pakistan is showing a consistent decline for last several years. The trend seems universal as the sub-continent is facing a similar situation. Consequently the tea cartel in India has been visible on mass media through a category campaign in an effort to stymie the persistent fall. With a national market of 200‚000 plus tons in 2012‚ the following broad break- up unveils the market dynamics. Branded Tea Un- branded Tea 115‚000 90‚000 Total 205‚000 tons Unilever
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PART-FOUR BRAND MANAGEMENT: AN OVER VIEW 24/10/2013 Prepared by Temesgen B. (PhD) Outline… • Evolution of Brands • What is a Brand? • Choosing the Brand Elements • Creating Brand Equity • Crafting the Brand Positioning • Strategic Brand Management 24/10/2013 Prepared by Temesgen B. (PhD) Evolution of Brands… • The term brand comes from the word ‘ Brandr’ (to burn)‚ practiced by ancient farmers to put marks on their animal by burning their body to identify them • The nucleus of branding seems
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