Project Shakti : Case Study

When marketing any kind of product, the producer should take in to consideration the elements that will impact their business. If they can come up with solutions to these problems then they products are more than likely to succeed.

In term or product, Unilever should develop this new brand by modifying the formula of Campeiro and thus meet the expectations of cleanliness and fresh aroma of the low-income consumers. Even if consumers prefer cardboard boxes, the new brand will be sold in a plastic sachet since the packaging does not count a lot in the decision criteria process. This new brand should be priced at 1.8. (see Exhibit 2) just a little bit above Campeino price to show the quality of the new product. Unilever will have to maintain low margin for its new brand to reach its target but can reach profitability with high volumes of sales. In term of promotion, Unilever should position its new brand as a very effective product which can be used in everyday life. Advertising should show the satisfaction of a consumer while washing it clothes. In term of communication expenditure, a 70% below the line should be used since we are targeting the low-income segment. Besides it will cost less money to Unilever. The packaging has to be very simple and be different in term of color with the ones of Omo and Minerva. Finally Unilever will sell this new brand in the specialized distributors since it is the distribution channel where low-income consumers shop.

The company has been pioneer in field of business and also been responsible. The company has kept its objective very close to its heart and its initiative to reduce Carbon Footprint and water wastage to Zero by 2040 and Sustained source of supply for its food business by 2020 shows its commitment towards external stakeholders as well. They have been pioneer in field of business and have worked to improve its business

The company offers a modern and cool lifestyle, coined by their motto “for successful living”.

The company has launched a new line of products in a bid to improve its competitive edge in the retail industry. In addition, the new line of products aims at meeting the demands of customers at all levels. The new line of products includes products such as vegetables, deli services, kitchen essentials, designer clothes, and décor products. These products are targeted to a certain group of

In advertising, Al Ikhsan’s goal is to reach large populations of target customers with the biggest possible impact. Successful advertisements promote the brand to customers and improve their perception of the company. Advertising is typically costly. Still, when successfully implemented, Al Ikhsan can reap the rewards of a stronger brand image and higher demand for its products.

The company’s purpose is to “provide branded products and services of superior quality and value that improve the lives of the world’s consumers now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creations, allowing our people, our

The brand is transforming to be “more energetic, affordable, and broadly appealing” (Annual Report, 2014, p. 26) to various customers by improving the “menu, service, atmosphere, and communication” (Annual Report, 2014, p. 5). With “innovation and

products, have attracted a lot of customers throughout the world. The company has a huge

The main target market for the company is people of 15 and over years of the age, who represent healthy and luxurious lifestyle, and appreciate high quality product. Such people are mostly representatives of business who loves take care of their health and body: regular work out in gym, yoga, SPA, aroma therapies etc. Those people demonstrate elegant style in everything, starting from a coffee what they drink and finishing a shampoo or hand lotion what they use. Bright example of such group of customers can be those who prefer Starbucks coffee to Tim Horton’s one.

The brand seeks great opportunity to further develop the business, enhance product design as well as company’s brand image.

It has continuously adopted differentiate strategy to differentiate and introduces various product variation to keep itself best brand and customers choices from its competitor mainly Pepsi company. It has partnered with various vendors and company to continue on innovation and customize its product packing.

Strengths of this brand include: it is the 4th largest marketer, brand longevity, and it has a large/high awareness in big cities. Its’ weaknesses are: low market share, low market coverage, limited bottlers’ network, relatively low advertising

The company has also been accredited for having maintained a high degree of diversity coupled by its ability to maintain top quality in the standards of its products. Not only has the company retained a good reputation with its clients but also maintained an excellent corporate responsibility track record. This has built the public trust in the brand and is proud to be associated with it. To the wonder of many, the company has year over year continued to yield profits way over its competitors. To maintain such a success has been pre-determined by the way it has a strict, slow growth policy which ensures that it dominates a market before moving on to dominate another market, and despite the slow nature, the company has now emerged to be one of the fastest growing companies in the United States.

The company’s brand recognition is visible globally. It also possesses strong capital resources and has exhibited positive results to its shareholders in the past.