Unilever Case Study

AXE, one of Unilever largest and most well-known personal care brands, the case focuses on adjusting brand communication to improve their appeal to the target consumer. The case also provides a platform to understand the role of consumer insight research in brand management decisions. In this case the company was experiencing stagnating sales. Than the company decided to segment and develops a target market for increased effects of its advertising campaigns. Survey was conducted in early 2000 among 100 males between the age group of 15-50. The branding team of the company then decided to use the concept of Masculinity to target the segment. Here started the major problem. It was later found that customer preferences were now changing and that the major target group lies in the age of 15-25. Since this was the target segment who were most likely to have the disposable income and the desire to buy a personal grooming product.

Answer 4.b. According to Lora Brill’s concept, the UC Europe will create “Eurobrand Teams” which are composed of brand managers from each country subsidiary, delegates from each functional group such as logistics, engineering, R&D and so on, and one representative from the appropriate regional division VP’s office. These teams would decide product formulation, market positioning, packaging, advertising, pricing and promotions, as well as finding the ways to reduce costs and increase profitability. In my opinion, this proposal has the following advantages:

How did unilever organize to do product category and brand management in unilever before 2000? What was the corresponding structure after 2000? How was brand meaning controlled before 2000 and how is it controlled at the time of this case?

Each product group has objectives. The company has a system that each brand has it's own brand plan. One of the strategic objectives is to increase sales across the European markets. Also meeting customer's expectation, and service with improving performance. And continuous innovation with existing brands.The company's long-term aim is to become the clear leader in the UK confectionery industry, and to generate real growth in the profitability and productivity of it's confectionery business.

(a)That the work presented for assessment in this Country Report, Amity SAP London is my own, that it has not previously been presented for another assessment and that my debts (for words, data, arguments and ideas) have been appropriately acknowledged

Unilever is a multinational company with great reputation in global market. It has headquarters in Rotterdam and London. It is a consumer goods company and markets products like food, beverages, cosmetics and other multitudinous household products. Unilever has employees around 250,000 worldwide and it was third major company with revenue of €48760 million. It consists of two parent companies, one is Unilever NV in Rotterdam and the other ones is Unilever PLC in London. Both companies act as a single business entity and their board of directors is same.

Unilever (ULVR) PLC is a multinational corporation selling a broad range of products including foods, drinks and household and personal care products, based in the United Kingdom and the Netherlands. It owns more than 400 brands and operates in 190 countries around the world with its manufacturing plants in 70 countries. Unilever is a global company and it is a market leader in many countries around the world including the United Kingdom. The products that the company sells, consist of all human necessities and luxuries. It employs a transnational strategy which concentrate both on achieving global standard and adapting to local preferences at the same time. This strategy is the best of all which is one of the factors that help the company achieve its success.

Unilever is the corporation that produces wide variety of products such as Axe deodorant, Vaseline, Surf detergent, and Lipton tea, among many other products used every day.

This helps product development as internal chefs can freely do experiments and explore new food solutions

Unilever’s business strategy goal is known as the compass. The compass embodies their purpose (“to make sustainable living commonplace”) and vision (“to double the size of the business, whilst reducing our environmental footprint and increasing our positive social impact”). The core of Unilever’s strategy goal was built around their plan

Unilever was founded in 1930 as result of the merger of the Dutch company Margarine Unie and the English company dedicated to the manufacture of soaps, Lever Brothers.

Unilever possessed, first, strong capabilities in branding and marketing. It understood local markets, and it knew how to market to them. It was at the frontier of market segmentation strategies in packaged consumer products. It opened up new product categories in deodorants and household cleaners. Unilever 's brands were not strong enough to prevent the growth of private labels in Europe, but they were sufficient to maintain Unilever 's strong position in higher margin products. It was able to leverage knowledge of brands and products between countries throughout the world, matching them to income levels and changing aspirations.

The study adopted quantitative research method to diagnose the effect of product branding on profitability of Unilever (GH) Limited. This is because the hypothesis formulated in the study could be best tested with mathematical models (Lisa, 2009). The study focused on Unilever (GH) Limited. Unilever (GH) Limited is of the largest listed companies in Ghana with long trust records of product branding, supported with coperate vision. The company owns more than 400 brands, which are put into four main categories - Refreshments, Foods, Personal Care and Home Care.

With 400 brands spanning 14 categories of home, personal care and foods products, no other company touches so many people 's lives in so many different ways. 150 million times a day, someone somewhere chooses a Unilever product. From feeding one‟s family to keeping one‟s home clean and fresh, Unilever brands are part of everyday life. Unilever‟s mission is to add Vitality to life. It meets every day needs for nutrition; hygiene and personal care with brands that help people look good, feel good and get more out of life

Unilever’s distributors have a very good relationship with them. and the important thing is that they must integrated into total marketing mix because of time and money required to setup an efficient channel.