Unilever in Brazil Marketing Strategies for Low-Income Consumers I would recommend that Unilever launch a sub-brand of OMO detergent powder in Brazil and target it on low-income Northeast consumers. Let’s name it “OMO Scrub”. This recommendation was evaluated on the basis of the following factors: I. Gaining market position Unilever can gain market share by stealing market share from laundry soap‚ especially the market share of other brands. In current detergent powder market‚ Unilever products
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Unilever Analysis Unilever should introduce a new‚ premium bar soap named Omo Luz for quality and value-conscious consumers‚ while lowering the price point of Minerva to reduce cannibalization and increase appeal to low to middle income segment in Northeast Brazil. In order to accomplish this mission and remain profitable‚ target primarily married low income women who value family and reputation; those who would otherwise buy P&G brand detergent or a local brand. This new Omo product will be
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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
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------------------------------------------------- MARKETING: Group 1 ------------------------------------------------- Case: Chandon‚ Pierre (2004). Unilever in Brazil: Marketing Strategies for Low-income Consumers (Question 1 a & b) a) Discuss whether marketing and branding can create value for poor consumers. Marketing is the performance of activities that seek to accomplish organisations objectives by anticipating customer or client needs and directing a flow of need satisfying
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Unilever Group ANALYSIS for NYSE : UL JANUARY 30‚ 2013 SKIN & HAIR CARE (DOVE‚ LUX) $ 39.65 Trefis Estimate $ 40.37 $114.3 B MKT CAP Market Price Unilever’s Skin Care & Hair Care Market Share 5 Global Hair Care Market Size 6 Global Skin Care Market Size 7 EBITDA Margin of Dove‚ Lux Skin & Hair Care 8 BECEL‚ BLUEBAND‚ KNORR‚ HELLMANN’S Unilever’s Market Share of Grocery 10 Global Market Size of Grocery 11 $112.3 B MKT CAP See the Full Analysis for Unilever Group on Trefis
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UNILEVER PLC Unilever Company profile "By making and selling brands that meet people’s everyday needs‚ we have grown into one of the world’s largest consumer goods businesses." (Unilever Environmental performance report 2003(Unilever 2003) Unilever is part of the Unilever Group‚ which is owned by the Netherlands-based Unilever N.V. and UK-based Unilever PLC and has two global divisions‚ Home & Personal Care and Food. Through an equalisation agreement‚ they operate as a single unit with
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UNILEVER Portfolio Management Sohail Aslam Esmeralda García Christoph J. Szczecina Henrique A. Lima de Faria Fachhochschule Dortmund University of Applied Sciences and Arts June 19th‚ 2008 PERSPECTIVES 1. UNILEVER Company - Overview - Legal structure - Group distribution 2. Executive Management - Vision - Mission - Strategic Objectives - Strategic Plan 3. Portfolio Management - Identification - Categorization - Evaluation - Selection - Prioritization - Portfolio Balancing - Authorization
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Introduction: Unilever is one of the world’s largest suppliers of fast moving consumer goods across foods‚ home and personal product categories. Unilever’s portfolio includes some of the world’s best known and most loved brands. Today‚ Unilever still believes that success means acting with ‘the highest standards of corporate behavior towards its employees‚ consumers and the societies and world in which we live’. Over the years it has launched or participated in an ever-growing range of initiatives
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Decade of Organizational Change at Unilever What did Unilever’s decentralized organizational structure make sense from the 1950s through the 1970s? Why did this structure start to create problems for the company in the 1980s. Discussion Question # 1 What was Unilever trying to do when it introduced a new structure based on business groups in the mid-1990s? Why do you think that this structure failed to cure Unilever’s ills? Discussion Question #2 In the 2000s Unilever has switched to a structure based
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example of “Unilever” as a basis of my research. Unilever is a British–Dutch multinational consumer goods company with headquarters in Rotterdam and London. Its products include food‚ beverages‚ cleaning agents and personal care products. Its products are available in around 190 countries. The company owns approximately 400 brands‚ but focuses only on the 14 of them with sales of over 1 billion euro. Those brands are Axe(Lynx)‚ Lipton‚ Dove‚ Magnum‚ Knorr‚ Lux Heartbrand ice creams‚ Omo‚ Becel(Flora)
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