The document outlines an overall marketing strategy for Knorr Soup that includes the following key points:
1) The objectives are to achieve 80% customer awareness within 6 months, establish distribution channels within Metro Manila in 12 months, and accomplish annual growth rates of at least 15% by the second year and 45% market share by the third year.
2) The marketing mix will include launching a new flavor, developing a new cup packaging format, and adopting a cost-based pricing strategy to be lower than competitors.
3) Distribution will use an intensive strategy to make the product widely available, while promotion will use an integrated approach including advertising, sales promotions, and public relations.
4) Segmentation,
Hindustan Unilever Limited Marketing Strategies for rural and urban India for toothpaste, detergent and other markets. Comparison between already applied steps and possible steps.
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A comprehensive background of Unilever containing its History and Origins, Early Evolution, Modern Business, Global Expansion, Company Structure, Recent Efforts and Company DNA. As one of the chapters of the book FMCG: The Power of Fast-Moving Consumer Goods by authors Greg Thain and John Bradley. For more details on their success story and that of other leading FMCG companies, check www.fmcgbook.com or Amazon http://amzn.to/1jRyd20.
Hindustan Unilever Limited Marketing Strategies for rural and urban India for toothpaste, detergent and other markets. Comparison between already applied steps and possible steps.
This powerpoint presentation includes Britannia Industries ltd's marketing strategies for the lockdown and information on their work culture. Leadership at the organization and their communication style is highlighted in the ppt.
Unilever - History, Evolution, Present and the FutureGreg Thain
A comprehensive background of Unilever containing its History and Origins, Early Evolution, Modern Business, Global Expansion, Company Structure, Recent Efforts and Company DNA. As one of the chapters of the book FMCG: The Power of Fast-Moving Consumer Goods by authors Greg Thain and John Bradley. For more details on their success story and that of other leading FMCG companies, check www.fmcgbook.com or Amazon http://amzn.to/1jRyd20.
Final Project Masters in Marketing Management. Case study dealing with the decline of Unilever's detergent category in the low-income segment in NE Brazil. Objective was to create and present a growth strategy and strategic marketing plan for the category, based on the facts presented in the case. Case Reference: Guimaraes, Pedro Pacheco and Pierre Chandon. Unilever in Brazil: Marketing Strategies for Low-Income Consumers. INSEAD. (2007)
During your weekly trip to the grocery store, you purchase bread, .docxsagarlesley
During your weekly trip to the grocery store, you purchase bread, milk, cold cereal, bananas, and ice cream. The purchase was made using a debit card.
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Submit your table in a Word document or on an Excel® spreadsheet
Running head: COMPANY ANALYSIS 1
COMPANY ANALYSIS 8
Company Analysis
BUS 692 Strategies in Human Resource Management
October 30, 2017
Company Analysis
Introduction
Unilever is one of the world’s leading fast-moving consumer goods organizations. The company provides products across different lines, including personal care, foods, home care, as well as refreshment categories. Headquartered in London, United Kingdom, Unilever is a multinational corporation that has expanded its operations in different parts of the world, including regions such as Asia Pacific, Europe, Middle East and Africa (Unilever Plc, 2017). In 2016, Unilever recorded an operating margin of 14.8 percent compared to an operating margin of 14.1 percent in 2015. The firm operates as a dual listed organization that has two major components: Unilever N.V and Unilever PLC. Unilever N.V is a public limited firm that is registered in Netherlands, while Unilever PLC is a public limited company that is registered in England and Wales. These two corporations function as a single operating business. However, they have retained their separate legal identities and stock exchange listings (Unilever Plc, 2017). The two parent organizations, alongside their Group companies, function as a single entity (Unilever). Further, Unilever is among the world’s premier fast-moving consumer goods organizations with a host of widely-known brands in foods, home care, refreshments, as well as personal are categories. Today, the company functions through four major product categories, namely: personal care, foods, home care, as well as refreshments.
Nature of the Organization
Industry
Unilever operates in the fast-moving consumer goods industry. Almost everyone in both developed and developing countries uses fast-moving products daily. These purchases are often made in small-scale. The sector is large and includes key players such as Unilever, General Mills, Coca-Cola, as well as Dole Foods (FRPT, 2017). Therefore, Unilever operates in a market that is characterized by stiff competition as rivals compete for a small and already-exhausted market segment. The industry often accounts for more than half of all consumers spending. However, these spending tend to be low-involvement purchases. The fast-moving consumer goods industry is expected to witness a growth (FRPT, 2017). After a low slowdown for the past here years, the industry is expected to grow more than 15 percent for the next three years, especially if players in the market emphasize on improving brand penetration.
Products/ Services
Unilever is one of the largest fast moving and consumer goods organi ...
Strategic analysis of unilever (USLP 2012-2013)Roukaya Issaoui
This paper provide a brief analysis of the competitive environment of Unilever then a strategic analysis of Unilever and it’s position in each industry.
this presentation has information of various breakfast brands in india which includes kelloggs quaker oats britannia bru and nescafe.the above mentioned companies marketing strategies swot analysis etc.
Case Study: Colgate- Palmolive Company: The Precision ToothbrushPalak Bansal
Study of this Harvard case help us to know about the background of the company,its current scenario and various analysis which was done during this entire process.
Running head COMPANY ANALYSIS 1COMPANY ANALYSIS 8.docxsusanschei
Running head: COMPANY ANALYSIS 1
COMPANY ANALYSIS 8
Company Analysis
BUS 692 Strategies in Human Resource Management
October 30, 2017
Company Analysis
Introduction
Unilever is one of the world’s leading fast-moving consumer goods organizations. The company provides products across different lines, including personal care, foods, home care, as well as refreshment categories. Headquartered in London, United Kingdom, Unilever is a multinational corporation that has expanded its operations in different parts of the world, including regions such as Asia Pacific, Europe, Middle East and Africa (Unilever Plc, 2017). In 2016, Unilever recorded an operating margin of 14.8 percent compared to an operating margin of 14.1 percent in 2015. The firm operates as a dual listed organization that has two major components: Unilever N.V and Unilever PLC. Unilever N.V is a public limited firm that is registered in Netherlands, while Unilever PLC is a public limited company that is registered in England and Wales. These two corporations function as a single operating business. However, they have retained their separate legal identities and stock exchange listings (Unilever Plc, 2017). The two parent organizations, alongside their Group companies, function as a single entity (Unilever). Further, Unilever is among the world’s premier fast-moving consumer goods organizations with a host of widely-known brands in foods, home care, refreshments, as well as personal are categories. Today, the company functions through four major product categories, namely: personal care, foods, home care, as well as refreshments.
Nature of the Organization
Industry
Unilever operates in the fast-moving consumer goods industry. Almost everyone in both developed and developing countries uses fast-moving products daily. These purchases are often made in small-scale. The sector is large and includes key players such as Unilever, General Mills, Coca-Cola, as well as Dole Foods (FRPT, 2017). Therefore, Unilever operates in a market that is characterized by stiff competition as rivals compete for a small and already-exhausted market segment. The industry often accounts for more than half of all consumers spending. However, these spending tend to be low-involvement purchases. The fast-moving consumer goods industry is expected to witness a growth (FRPT, 2017). After a low slowdown for the past here years, the industry is expected to grow more than 15 percent for the next three years, especially if players in the market emphasize on improving brand penetration.
Products/ Services
Unilever is one of the largest fast moving and consumer goods organizations. The organization provides a wide range of products, which include personal care, food, home care, and refreshments (Unilever Plc, 2017). Personal care products category includes skin care products, hair care products, deodorants, and oral care products. Examples of food products include soups, bouillons, sauces, snacks, mayonna ...
This is a mini case study review of NIVEA uploaded as an assignment for the marketing internship under Prof.Sameer Mathur.
Do check it out and please review.
Hi,
Here you'll find information about FMCG sector and HUL as a company.
In addition to that complete marketing strategy of HUL Dove Shampoo is also there.
Please do have a look at my Hard work.
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1. EXECUTIVE SUMMARY
I. Overall Brand Marketing Strategy
II. MarketingObjectives
To achieve 80%customerawarenessinthe targetmarketwithinfirst6months.
To establishdistributionchannel in withinMetroManilawiththe first12 months.
To accomplishannual growthrate of atleast15% bythe endof secondyear.
To achieve 45%market share bythe endof three years
I. Marketing Mix
Product : There are fourflavorsof KnorrSoupvariantsnamely NidoOriental,CrabandCorn,
ChickenMushroom,Asparagus. Aspartof our productstrategywe will be launchingan
additiontoour fourvariantthiswill KalabasaandMalunggay.We aimto capture a new
targetmarketwiththisnewvariant.Anotherproductstrategyisthe developinganew
packingforour product.The new package will be inacup thiswaywe will be able tocapture
a newmarket.TraditionallyKnorrsoupisavailable onlyin apackingthat isdesignfor
householdconsumption.The productiseasytoprepare sowe taughtof makingitan on the
go soupby modifyingitsmarketing.
Price: Incase of price setting ‘Knorr’hasadoptedcostbased share so‘knorr’needsto
attract the large numberof buyersinordertoenlarge itsmarketshare.Indoingthis,the
price of Knorrwill be lowerfromitscompetitor.Earlierinthe characteristicsof market
segmentationithasbeenshowedthataverageusage rate is4packs perweek,So, UBL
shouldadoptthe product-mix pricingstrategylikeproductbundlepricingincluding4packs
togetherwhichwill cost100tkand whichis20tk. lowerthanitscompetitor.
Place: For making Knorr Soup available Unilever Philippines will intensive distribution
strategy which means the product will be available in the target district town. Afterwards for
distributionchannel organization UnileverPhilippines Incorporated should adopt a distribution
channel structure inwhichproducers, wholesalers and retailers act as an integrated system. In
doing so, Unilever Philippines Incorporated should concentrate on establishing distribution
channel in the regions by the following way:
Unilever
Philippines
RetailersDistributor Whole sellers in the
target market
2. Promotion:
Philip Kotler (2003, p.18) has the following to say about promotion:
‘ Promotion is that part of communication that consists of company messages designed to
stimulate awareness of, interest in, and purchase of its various products and services.’
For Knorr SoupUnileverPhilippines shouldemphasize on Integrated Communication Approach
which means a management idea where all characteristics of marketing communication will
effortina combinedway.WilsonandGilligan(2003,p.589) has identified: ‘when a product is at
introduction stage needs heavy spending to build awareness and encourage trial among early
adoptersanddistributors’.So,ForKnorrSoupUnileverPhilippines shouldconductthe following
promotional activities: Advertising, Sales promotions, Merchandising, Personal Selling, Public
Relation e.g.
II. The marketing and managing market opportunity
The Marketing Environment, Opportunities and Threats
Consumer behaviour patterns
Competition
The Market, a description of the market and consumers
The company Strengths and weakness
III. Brand and Product Strategies
HISTORY
Known until the early 1990s as Philippine Refining Company (PRC), Unilever Philippines
started as an oil milling business which at its peak produced nearly 100,000 tons of coconut oil
annually.
Today, the company is a leading manufacturer of home and personal care products, foods, and
Consumers
3. ice cream. Its roster of brands include Axe, Best Foods, Block & White, Breeze, Clear, CloseUp,
Cream Silk, Domex, Dove, Eskinol, Master, Pond’s, Knorr, Lady’s Choice, Lipton, Rexona,
Selecta, Sunsilk, Surf, Tresemme and Vaseline.
Recognised annually amongst the Top 20 Tax Payers in the country, Unilever Philippines
employs over 1,000 people directly, as well as provides jobs for 10,000 indirectly (i.e.
distributors and suppliers), as a result of its business presence in the country. Employees and
business partners recognise that energy, creativity, the resilience to face changes and make things
better are all needed for business and people to grow together.
Unilever is known to be one of the few companies in the industry that has succeeded in keeping
majority of its manufacturing base in the Philippines. Its Personal Care unit made news by
securing the right to manufacture deodorant mini-sticks for local and export markets. It has
succeeded in entering the US market and achieved the milestone on producing its 100 millionth
stick in 2004.
The company has been a leader in introducing new technologies into the country since the early
days of its existence - margarine production in the 1930s, non-soap detergents, shampoos and
toothpaste in the 1960s and 1970s and state of the art sulphonation technology and cogeneration
power plant in the 1980s. The nineties has seen the company focusing on several improvements
in the Environment front one of which was the introduction of the first 100% biodegradable
detergent bar in the Philippines. Unilever works closely with the community and other NGOs to
protect and improve the environment. Unilever Philippines is also a leading company in the area
of Human Resources Management and Development. Unilever has for decades also been known
in the industry as a sound training ground for young Filipino graduates. Some of its managers
have progressed to senior levels in government and public life.
Unilever seeks to manage and grow its business sustainably, focusing on three pillars as set out
by the Unilever Sustainable Living Plan – Health & Well-Being, Environmental Impact and
Enhancing Livelihoods. We will develop new ways of doing business if we are to meet the needs
of the billions of people in the developing world who are yet to become consumers and deserve a
better quality of life.
Market Segmentation
Is defined as the process of grouping customers in markets with some heterogeneity
into smaller, more similar or homogeneous segments. Kotler defines segmentation
as: ‘The act of dividing the market into specific group of consumers who share
common needs and who might require separate products and/or marketing mixes’
There are a number of reasons organizations undertake segmentation.
• ‘To Meet consumer needs more precisely
• To increase profits
• To segment leadership
• To retain customers
• To focus marketing communications’
4. So, it could be said that segmentation is about categorizing explicit groups of
customers to which an organization could realize demand with its’ products or
services. As the chosen product is a FMCG product, so it is necessary to use
segmentation variables for the consumer market.
Product Mix
Product features, benefits, emotional offerings
Growth strategy mix
Packing (retail, bulk/wholesale.)
IV. Pricing for Brand superiority
Pricing strategy - In case of price setting ‘Knorr’ has adopted market penetration
pricing strategy because the competitor has already grabbed 83% market share so ‘knorr’
needs to attract the large number of buyers in order to enlarge its market share. In doing
this, the price of Knorr will be lower from its competitor. Earlier in the characteristics of
market segmentation it has been showed that average usage rate is 4 packs per week, So,
UBL should adopt the product-mix pricing strategy like product bundle pricing including 4
packs together which will cost 100tk and which is 20tk. lower than its competitor.
Price structure, discounts, allowances
Prices of competitor
Prices to different levels (prices, trade, margins to wholesaler’s retailers)
V. Integrated marketing communication strategy
Integrated Creative message Strategy
Advertising – the creative and media strategy : Broadcast TV, Radio, print, outdoor,
transit
Sales and promotional aids, literature presentation kits
Point of sale promotion and advertising, merchandising
Sales promotion
Publicity/PR
Special events and sponsorships
Digital marketing – electronic /Viral, online, social networking, mobile marketing
Strategy integrated corporate social responsibility
VI. Sales and distribution strategies
Sales management, personal selling, sales force org. incentive program.
VII. Budgets and controls
Profit loss Statement
Marketing expense budget
Performance monitoring system
VIII. Timelines
Market Data Research data