Case Unilever - Marketing

2.Social Factors: A consumer's behaviour is influenced by such social factors as reference groups, family and social roles and statuses. A person's reference group consists of all the groups that have a direct or indirect influence on the person's attitudes or behaviour (Kotler, 2000, pp.163). Reference Groups create pressures for conformity that affect actual product and brand choices. The MiZone and Aqua Blue range of bottled water is aimed and is consumed by people who do considerable exercise and are concerned about their fitness and well being. Consumers in this group would notice that their peers consumed MiZone or Aqua Blue and would then purchase it themselves.

The problem statement will be analyzed with respect to alternative marketing strategies available to P&G for launching the detergent. Consideration will be given onto whether the Vizir launch should be German-based or a Europe-wide and how this will affect standardization of the product in terms of product formulation, advertising, and promotion. The discussion shall

Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2012). Consumer Behavior, 6e, 6th Edition.

Consumers select brands depending on what image that specific company portrays. Barki and Parente break down the psychological cognitive behind the average low income consumer explaining, “Common expressions among those on a low income such as ‘I am poor but I am clean’ or ‘I am poor but I am honest’, indicate a clear demonstration of poor Brazilians’ attempts to counterbalance their ‘inferiority complex’. Brands can be used for that purpose because they reflect an image that consumers want to incorporate”(16.) For example, a poor person will take pride in buying a popular soap bar, because they want to give off the image that while they may be poor, they still maintain a clean hygiene. Although the majority of the population is considered of low income, citizens feel ashamed when purchasing products in filthy supermarkets. They shy away from entering places that may undermine their social image, no matter what status they are. They want to enter locations and purchase products that make them feel accomplished while in reality they may not

According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.

Behaviour concerns either with the individual or the group(e.g. In college friends influence what kind of clothes a person should wants to wears) or a firm (peoples working in firm make decision as to which products the firm should use.) The use of product is often so important to the marketer because this may influence how a product is best positioned or how they can encourage increased

This essay will discuss marketing tools of product and price and in an attempt; it will use unilever Nigeria a manufacturer of leading brands in foods, home care, and personal care in Nigeria to illustrate how the organization use marketing tools to evaluate its competitive marketing environment. This essay will attempt to make reference to main Unilever Nigeria concept and core elements of marketing tools, different components of their marketing environment, and application and evaluation of theory, tools, models and references.

Consumer behaviour has become a significant subject in marketing area because it has greatly influenced companies’ operation including not only established companies, but also new companies. It seems that consumer behaviour is unstable as it can be impacted by many factors. The purpose of this project is to observe these factors affecting consumer behavior and analysis effects of consumer behavior on established and new companies. With regard to these effects, it is concluded that consumer behavior has not only positive effects, but also negative effects on both types of companies. Moreover, negative effects can be avoided by effective approaches. This paper would be interested to companies who face problems about consumer

We are all University Students that currently live in Halifax Nova Scotia, but have all grown up in various places. Two of our members are from Ontario and the remaining members from various parts of China. Given this geographical separation, our group has some obvious diversity in our individual consumer profiles. This is partly due to our different cultures and values. Our families also greatly influence our contrasting consumer profile - with our differing ethnical backgrounds, different social classes and varying religions. Conversely, we all fit into the age bracket of 18-25 so share some similar purchasing behaviour as millennial consumers (Kardes et la., 2011, pg 38). We have all been apart of many of the same world changes, such as 911 and global warming. This greatly sways our prespective on which products we can identify with and our preferences. Likewise, we all are at the same life stage (Kardes et la., 2011, pg 8). We are all young adults, finishing up university and starting our independent lives with limited disposible incomes. We tend to make most of our purchases online, allowing us to find the best deals in the least amount of time. Most of us find that food is our number one expense and value the bonds people make while sharing a meal. Many of us find it difficult balancing our busy lifestyles and school, but work to covercome these challenges. All of these inflencers guide our purchasing habits.

Consumers expect businesses to address environmental influence on how products and services are delivered, and to work with the natural environment instead of slowly destroying it. Also people Consumer behavior is deeply influenced by factors, such as buyer’s culture, subculture and social class and age. Each generation will search for, select and purchase a product or service for use and

If the competitors were also brands that the targeted audience preferred over Clorox, knowing the reasons for the preference would have helped to better develop Clorox’s campaign and products.

Geographic/Psychographic - Does where they live affect their purchases; do they buy for status or necessity, high-end brand names or functional products? Environmental based needs due to weather or climate.

Unilever is assessing whether to enter the low-income NE market. Our analysis shows that there is a profitable opportunity to offer detergent powder to low-income customers living in Northeast Brazil and capture market share in a high-margin, high-growth market. We recommend that the firm keeps the existing brands but deploy a horizontal extension of the Campeiro brand - adding better scent / softness and utilizing specialty distribution network, thereby marginalizing Invicto, an inferior but better-known competitor.

Unilever, founded in 1929, is an Anglo–Dutch multinational consumer goods company. Its headquarters are in London, England and in Rotterdam, Netherlands as well. It is the world's third-largest consumer goods company as of 2012. It is also one of the oldest multinational companies in the world, its products include food, beverages, cleaning agents and personal care products. And these products are available in 190 countries.

• Consumer Behavior: In different countries consumers will respond differently to advertising, product positioning and the kind of distribution. Also the willingness to spend a certain amount of the income for cosmetics differs among countries. Another important factor is the consumer’s willingness to switch the brand.