The document discusses the Lifebuoy brand of soap, which was established in the 1890s in India. It provides key facts about the brand such as that it is owned by Unilever and focuses on health and hygiene. The summary discusses Lifebuoy's origins, positioning as an affordable antiseptic soap, and its health education programs in rural areas that have reached over 100 million people. It also covers Lifebuoy's brand extensions over time to adapt to competition and changing consumer needs.
Beiersdorf extended its Nivea brand to 14 product categories globally to increase brand equity and tap new consumers. While umbrella branding allows leveraging a strong brand name across products, it risks diluting the core brand values if not managed properly. Nivea developed a framework ensuring extensions added value for consumers and maintained the brand's positioning as a mass market, natural skin care brand appealing to all ages through consistent, globally standardized products.
Dove is a personal care brand owned by Unilever that produces deodorants, body washes, beauty bars, and other skincare products. It is primarily used by individuals aged 18-34 from high income and upper/middle class demographics. Dove differentiates itself from soap through marketing campaigns focused on celebrating real beauty for women of all ages. The brand has a value of over $4 billion and is among the top 10 cosmetic brands worldwide.
Dove's brand definition and market positioning have evolved over time. In the 1950s, Dove positioned itself as a gentle beauty soap that did not dry skin. Its marketing emphasized functional benefits. By 2007, Dove's "Real Beauty" campaign featured diverse models to appeal to women's self-esteem and redefine beauty. Dove now has an extensive product line including skin care, hair care, and deodorants. Its unconventional marketing strategies using real women have brought it recognition and loyalty among customers who feel the brand celebrates beauty in all shapes and sizes.
Nivea Case Study- Presentation- Marketing Management- MBAVineethJose5
Nivea has over 100 years of history as a skincare brand. It was founded in 1911 as the first brand to develop a stable skin cream based on a water-in-oil emulsion. Over the decades, Nivea has expanded its product line and global reach while maintaining its core values of trust, care, and beauty. Today, Nivea is a global leader in skincare, with strong brand awareness and a diverse portfolio that is customized for local markets based on cultural preferences.
Dove is a skincare brand owned by Unilever that was launched in 1957. In the 1970s, Dove increased in popularity as a milder soap. In the 2000s, Dove launched campaigns promoting "real beauty" by featuring ordinary women. This helped shift perceptions of beauty away from unrealistic standards. Dove also began the Self Esteem Project in 2002 to help raise girls' self-confidence. Through its campaigns and focus on diversity, Dove has grown its brand value while also facing some controversies related to Unilever's other brands.
Yabe, a train cleaning company, faces several challenges: meeting tight 7-minute cleaning windows, unmotivated part-time employees who lack job security and career prospects, and safety issues that have increased accidents. To address these, the company should reduce part-time workers and hire more full-time employees to boost morale and lower turnover with better benefits like job security and higher pay. They should also recruit more young, energetic employees and change perceptions of the job through improved uniforms to attract and motivate better performers.
L'oréal case - Globalisation of AMerican Beautyashwinkumarc100
L'Oréal has grown to become the largest beauty company in the world through a strategy of strategic acquisitions of companies that expand its brand portfolio and global reach. It started with acquisitions of companies in core beauty categories and has expanded over the decades to acquire brands like Redken, Maybelline, Ralph Lauren Fragrances, Helena Rubinstein, and Kiehl's. L'Oréal analyzes the strengths and weaknesses of acquisition targets to identify those with global potential to strengthen its presence in various beauty product divisions worldwide. The company's scale and decentralized structure allow it to maintain entrepreneurial agility while efficiently managing its large portfolio of brands globally.
The document discusses the Lifebuoy brand of soap, which was established in the 1890s in India. It provides key facts about the brand such as that it is owned by Unilever and focuses on health and hygiene. The summary discusses Lifebuoy's origins, positioning as an affordable antiseptic soap, and its health education programs in rural areas that have reached over 100 million people. It also covers Lifebuoy's brand extensions over time to adapt to competition and changing consumer needs.
Beiersdorf extended its Nivea brand to 14 product categories globally to increase brand equity and tap new consumers. While umbrella branding allows leveraging a strong brand name across products, it risks diluting the core brand values if not managed properly. Nivea developed a framework ensuring extensions added value for consumers and maintained the brand's positioning as a mass market, natural skin care brand appealing to all ages through consistent, globally standardized products.
Dove is a personal care brand owned by Unilever that produces deodorants, body washes, beauty bars, and other skincare products. It is primarily used by individuals aged 18-34 from high income and upper/middle class demographics. Dove differentiates itself from soap through marketing campaigns focused on celebrating real beauty for women of all ages. The brand has a value of over $4 billion and is among the top 10 cosmetic brands worldwide.
Dove's brand definition and market positioning have evolved over time. In the 1950s, Dove positioned itself as a gentle beauty soap that did not dry skin. Its marketing emphasized functional benefits. By 2007, Dove's "Real Beauty" campaign featured diverse models to appeal to women's self-esteem and redefine beauty. Dove now has an extensive product line including skin care, hair care, and deodorants. Its unconventional marketing strategies using real women have brought it recognition and loyalty among customers who feel the brand celebrates beauty in all shapes and sizes.
Nivea Case Study- Presentation- Marketing Management- MBAVineethJose5
Nivea has over 100 years of history as a skincare brand. It was founded in 1911 as the first brand to develop a stable skin cream based on a water-in-oil emulsion. Over the decades, Nivea has expanded its product line and global reach while maintaining its core values of trust, care, and beauty. Today, Nivea is a global leader in skincare, with strong brand awareness and a diverse portfolio that is customized for local markets based on cultural preferences.
Dove is a skincare brand owned by Unilever that was launched in 1957. In the 1970s, Dove increased in popularity as a milder soap. In the 2000s, Dove launched campaigns promoting "real beauty" by featuring ordinary women. This helped shift perceptions of beauty away from unrealistic standards. Dove also began the Self Esteem Project in 2002 to help raise girls' self-confidence. Through its campaigns and focus on diversity, Dove has grown its brand value while also facing some controversies related to Unilever's other brands.
Yabe, a train cleaning company, faces several challenges: meeting tight 7-minute cleaning windows, unmotivated part-time employees who lack job security and career prospects, and safety issues that have increased accidents. To address these, the company should reduce part-time workers and hire more full-time employees to boost morale and lower turnover with better benefits like job security and higher pay. They should also recruit more young, energetic employees and change perceptions of the job through improved uniforms to attract and motivate better performers.
L'oréal case - Globalisation of AMerican Beautyashwinkumarc100
L'Oréal has grown to become the largest beauty company in the world through a strategy of strategic acquisitions of companies that expand its brand portfolio and global reach. It started with acquisitions of companies in core beauty categories and has expanded over the decades to acquire brands like Redken, Maybelline, Ralph Lauren Fragrances, Helena Rubinstein, and Kiehl's. L'Oréal analyzes the strengths and weaknesses of acquisition targets to identify those with global potential to strengthen its presence in various beauty product divisions worldwide. The company's scale and decentralized structure allow it to maintain entrepreneurial agility while efficiently managing its large portfolio of brands globally.
This document provides a strategic brand management presentation for Nivea. It includes sections on the brand inventory, introduction, history, brand elements, marketing program including products, price, promotions, and brand exploratory research. Qualitative research in the form of free association, questionnaires, and knowledge structure is also presented. The document concludes with developing an effective integrated marketing communications plan.
This document provides details on a product launch presentation for Clinique Mineral Translucent Spray Blusher. It discusses the company profile of Clinique, SWOT analysis, product characteristics, PR consultant objectives and target public, proposed media plan and budget, event program information, and press kit and goody bag contents. The launch event will be held on August 2, 2008 in Jakarta to create awareness of the new blusher product among female consumers aged 22-35.
Dove launched a marketing campaign called "Campaign for Real Beauty" to promote positive body image. The campaign features ordinary women rather than models and aims to build women's self-esteem. Dove's parent company Unilever generates over €51 billion in annual sales from brands in over 190 countries. Market research shows most women are dissatisfied with their appearance and Dove aims to address this issue through advertising, websites, billboards, and panel discussions to promote its message.
This document is a project report submitted to fulfill the requirements for an MBA degree. It discusses the concept of "Marketing Myopia" which refers to a short-sighted approach to marketing that focuses on a company's internal needs rather than understanding customer wants and needs. The report provides background on marketing myopia, analyzes why it occurs, and its impact on organizations. It also reviews literature on the topic and discusses ways to avoid falling into the trap of marketing myopia through a more customer-centric approach.
Reliance Industries Limited Company Full PresentationAyush Goel
Topics covered in this PPT
1. Company Overview
2. Organization Structure
3. Policies of the company to motive employees
4. Recruitment, Training and
5. Key parameters of the Financial Statement
6. Business Environment and competitor analysis - PESTEL, SWOT, and Porter's five forces
7. Corporate social responsibility initiatives
8. Marketing Strategy and Target Customer Groups
9. Key IT/technological transformations
10. References
Hong Kong Disneyland opened in 2005 as a joint venture between Hong Kong government and Walt Disney Company. It uses value chain analysis to understand how it creates value for customers through primary activities like operations, marketing, and service, and support activities like infrastructure, procurement, human resources, and technology development. While value chain analysis works better for manufacturers, it provides insights for service companies like evaluating functions and comparing to competitors. The park focuses on local communities and reducing costs. It is recommended to expand its target markets beyond China to other Asian countries like India.
This was an assignment in which we had to research L'Oreal and recommend new products and new markets that would be best to expand into based on our findings.
L'Oreal pursues a diversification growth strategy through both related and unrelated acquisitions. It has two types of diversification - business level focusing on competitive advantages within industries, and corporate level creating value across industries. L'Oreal acquires companies in related industries like dermatology and different geographies/market segments to reduce risk, utilize resources, and meet consumer needs as part of its long term strategy. It mitigates risks through innovation, marketing, products, and aligning with sustainability. The latest acquisition was of Pacific Bioscience Laboratories for its skin care device expertise.
The document provides an overview of L'Oreal and its acquisition of Maybelline New York. It discusses L'Oreal's financial performance, brand portfolio, and acquisition history. It then analyzes Maybelline's brand performance under L'Oreal ownership, including key product lines and marketing strategies. The document concludes with recommendations for Maybelline's global expansion opportunities in new markets and consumer segments.
This document provides a positioning map for cosmetic products. It maps products based on their utility/performance and price point, positioning some products as premium with both high utility and performance but also higher prices, while others are positioned as more pocket friendly with lower prices but also potentially lower utility and performance.
1) Nivea is a global skin care and body care brand owned by German company Beiersdorf that was started in 1911.
2) It has grown to become the largest skincare brand in the world through expanding its product lines, maintaining quality, and adapting to local cultures globally.
3) Moving forward, Nivea will focus on strengthening its brands, innovating, expanding in emerging markets like China and India, and acquiring other skin and beauty care brands.
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.
Analysis on Kiehl's Marketing & ExecutionHooJin Yoon
To acheive a solid brand positioning, the execution in line with the brand strategy is essential. Kiehl's has a very clear brand promise yet -we thought- somewhat fail to deliver its brand promise to the consumer in Spain(Madrid). This gap between the expectation and perception weakens its brand positioning. The slide is presented for professor Teresa Recio's Marketing Management at IE Business School MBA.
L'Oréal - History, Evolution, Present and the FutureGreg Thain
A comprehensive background of L'Oréal 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.
Maybelline is an American cosmetics company founded in 1915 by T.L. Williams. It is currently owned by L'Oréal and is the largest selling mass market cosmetics brand worldwide. Maybelline produces mascara, eye shadow, and other makeup products. It is headquartered in New York City and sells products globally.
Nikita Sanghvi presented a case study on the Nivea brand. Nivea started as a single skin cream product in Germany in 1912 and expanded its product range and global footprint over the decades. In the 1990s and 2000s, Nivea followed a sub-brand strategy with separate budgets and marketing for individual product lines, which weakened its unified brand image. A new CEO developed a brand philosophy in the 1990s to maintain Nivea's association with universality and implemented guidelines to communicate consistent brand values across all sub-brands and marketing. By 2005, Nivea had grown to 15 sub-brands while preserving its reputation as a skin care specialist.
Dove is a personal care brand owned by Unilever that originated in the UK and is sold in over 80 countries. Dove's mission is to help women develop a positive relationship with their appearance and realize their full potential. While Dove primarily targets women, its products include soaps, hair care, deodorants, and more. Dove aims to promote a wider definition of beauty through campaigns like "Real Beauty" and works to boost women's self-esteem.
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.
The document discusses the history and marketing strategies of Philips Electronics. It describes how Philips was founded in 1891 and grew to employ over 100,000 people worldwide. However, in the 1990s, Philips faced a financial crisis due to losing focus and not marketing itself globally. As a result, Philips underwent restructuring under new leadership, cutting costs and focusing on product innovation. Philips launched the "Let's Make Things Better" campaign in 1995 to reconnect with customers. Further research found customers valued simplicity, so Philips rebranded with a new campaign focused on benefits of technology without complexity.
This document provides a strategic brand management presentation for Nivea. It includes sections on the brand inventory, introduction, history, brand elements, marketing program including products, price, promotions, and brand exploratory research. Qualitative research in the form of free association, questionnaires, and knowledge structure is also presented. The document concludes with developing an effective integrated marketing communications plan.
This document provides details on a product launch presentation for Clinique Mineral Translucent Spray Blusher. It discusses the company profile of Clinique, SWOT analysis, product characteristics, PR consultant objectives and target public, proposed media plan and budget, event program information, and press kit and goody bag contents. The launch event will be held on August 2, 2008 in Jakarta to create awareness of the new blusher product among female consumers aged 22-35.
Dove launched a marketing campaign called "Campaign for Real Beauty" to promote positive body image. The campaign features ordinary women rather than models and aims to build women's self-esteem. Dove's parent company Unilever generates over €51 billion in annual sales from brands in over 190 countries. Market research shows most women are dissatisfied with their appearance and Dove aims to address this issue through advertising, websites, billboards, and panel discussions to promote its message.
This document is a project report submitted to fulfill the requirements for an MBA degree. It discusses the concept of "Marketing Myopia" which refers to a short-sighted approach to marketing that focuses on a company's internal needs rather than understanding customer wants and needs. The report provides background on marketing myopia, analyzes why it occurs, and its impact on organizations. It also reviews literature on the topic and discusses ways to avoid falling into the trap of marketing myopia through a more customer-centric approach.
Reliance Industries Limited Company Full PresentationAyush Goel
Topics covered in this PPT
1. Company Overview
2. Organization Structure
3. Policies of the company to motive employees
4. Recruitment, Training and
5. Key parameters of the Financial Statement
6. Business Environment and competitor analysis - PESTEL, SWOT, and Porter's five forces
7. Corporate social responsibility initiatives
8. Marketing Strategy and Target Customer Groups
9. Key IT/technological transformations
10. References
Hong Kong Disneyland opened in 2005 as a joint venture between Hong Kong government and Walt Disney Company. It uses value chain analysis to understand how it creates value for customers through primary activities like operations, marketing, and service, and support activities like infrastructure, procurement, human resources, and technology development. While value chain analysis works better for manufacturers, it provides insights for service companies like evaluating functions and comparing to competitors. The park focuses on local communities and reducing costs. It is recommended to expand its target markets beyond China to other Asian countries like India.
This was an assignment in which we had to research L'Oreal and recommend new products and new markets that would be best to expand into based on our findings.
L'Oreal pursues a diversification growth strategy through both related and unrelated acquisitions. It has two types of diversification - business level focusing on competitive advantages within industries, and corporate level creating value across industries. L'Oreal acquires companies in related industries like dermatology and different geographies/market segments to reduce risk, utilize resources, and meet consumer needs as part of its long term strategy. It mitigates risks through innovation, marketing, products, and aligning with sustainability. The latest acquisition was of Pacific Bioscience Laboratories for its skin care device expertise.
The document provides an overview of L'Oreal and its acquisition of Maybelline New York. It discusses L'Oreal's financial performance, brand portfolio, and acquisition history. It then analyzes Maybelline's brand performance under L'Oreal ownership, including key product lines and marketing strategies. The document concludes with recommendations for Maybelline's global expansion opportunities in new markets and consumer segments.
This document provides a positioning map for cosmetic products. It maps products based on their utility/performance and price point, positioning some products as premium with both high utility and performance but also higher prices, while others are positioned as more pocket friendly with lower prices but also potentially lower utility and performance.
1) Nivea is a global skin care and body care brand owned by German company Beiersdorf that was started in 1911.
2) It has grown to become the largest skincare brand in the world through expanding its product lines, maintaining quality, and adapting to local cultures globally.
3) Moving forward, Nivea will focus on strengthening its brands, innovating, expanding in emerging markets like China and India, and acquiring other skin and beauty care brands.
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.
Analysis on Kiehl's Marketing & ExecutionHooJin Yoon
To acheive a solid brand positioning, the execution in line with the brand strategy is essential. Kiehl's has a very clear brand promise yet -we thought- somewhat fail to deliver its brand promise to the consumer in Spain(Madrid). This gap between the expectation and perception weakens its brand positioning. The slide is presented for professor Teresa Recio's Marketing Management at IE Business School MBA.
L'Oréal - History, Evolution, Present and the FutureGreg Thain
A comprehensive background of L'Oréal 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.
Maybelline is an American cosmetics company founded in 1915 by T.L. Williams. It is currently owned by L'Oréal and is the largest selling mass market cosmetics brand worldwide. Maybelline produces mascara, eye shadow, and other makeup products. It is headquartered in New York City and sells products globally.
Nikita Sanghvi presented a case study on the Nivea brand. Nivea started as a single skin cream product in Germany in 1912 and expanded its product range and global footprint over the decades. In the 1990s and 2000s, Nivea followed a sub-brand strategy with separate budgets and marketing for individual product lines, which weakened its unified brand image. A new CEO developed a brand philosophy in the 1990s to maintain Nivea's association with universality and implemented guidelines to communicate consistent brand values across all sub-brands and marketing. By 2005, Nivea had grown to 15 sub-brands while preserving its reputation as a skin care specialist.
Dove is a personal care brand owned by Unilever that originated in the UK and is sold in over 80 countries. Dove's mission is to help women develop a positive relationship with their appearance and realize their full potential. While Dove primarily targets women, its products include soaps, hair care, deodorants, and more. Dove aims to promote a wider definition of beauty through campaigns like "Real Beauty" and works to boost women's self-esteem.
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.
The document discusses the history and marketing strategies of Philips Electronics. It describes how Philips was founded in 1891 and grew to employ over 100,000 people worldwide. However, in the 1990s, Philips faced a financial crisis due to losing focus and not marketing itself globally. As a result, Philips underwent restructuring under new leadership, cutting costs and focusing on product innovation. Philips launched the "Let's Make Things Better" campaign in 1995 to reconnect with customers. Further research found customers valued simplicity, so Philips rebranded with a new campaign focused on benefits of technology without complexity.
Unilever is a multinational company that operates across the world with manufacturing and trading businesses on multiple continents. It produces a wide range of products including foods, personal care items, and cleaning products. Unilever uses various marketing strategies like advertising and demonstrations to promote its brands. It aims to serve customers from all segments of society. As a strengths, Unilever has strong brand recognition and brand portfolio with global reach. However, weaknesses include dual leadership and less spending on R&D. Opportunities exist in retail expansion and changing consumer preferences.
Unilever was founded in 1890 as Lever Brothers by William Hesketh Lever. It grew through acquisitions and merged with Margarine Unie in 1930 to form Unilever. Unilever is now one of the largest consumer goods companies in the world, selling brands in over 100 countries. Some of Unilever's most popular brands include Surf Excel, Lipton, Sunsilk, and Fair & Lovely. The company employs over 179,000 people globally. Unilever Pakistan was established in 1958 and is now one of the largest fast moving consumer goods companies operating in Pakistan.
Unilever was founded in 1890 as Lever Brothers by William Hesketh Lever. It grew through acquisitions and merged with Margarine Unie in 1930 to form Unilever. Unilever is now one of the largest consumer goods companies in the world, selling brands in over 100 countries. Some of Unilever's biggest brands include Surf Excel, Lipton, Sunsilk, and Fair & Lovely. The company employs over 179,000 people globally. Unilever Pakistan was established in 1958 and is now one of the largest fast moving consumer goods companies operating in Pakistan.
P&G is a global consumer goods company known for iconic brands like Tide, Crest, and Pampers. Through acquisitions and innovation, P&G expanded globally from 1945-1980. More recently, P&G focused on addressing brand dilution, product design, and rivals through appointing a chief marketing officer, creating a new design unit, and focusing on functionality and price. P&G also pioneered new marketing metrics, psychological consumer research, celebrity endorsements, digital/social media campaigns, and building on strengths in R&D to evolve as the world's largest marketer. However, P&G still faces challenges in winning consumers in sophisticated global markets.
Unilever is introducing compressed deodorants to reduce waste and carbon emissions. The new deodorants will last as long, yet use less aluminum to produce, saving enough to make over 1.8 million soda cans or 12,000 aluminum bikes. Unilever will target new users and current customers with marketing campaigns, and make the products affordable and widely available. The compressed deodorants come in 75ml and 125ml sizes to meet customer needs. Unilever has invited competitors to adopt the new technology to help the entire industry reduce its carbon footprint.
Report on Management and HRM of P&G. Its History, introduction, internal and external environments,product line, marketing, pricing, promoting strategies with video ads, HR functions and methods, organizational structure......
Unilever is a multinational consumer goods company that was formed in 1929 from the merger of Margarine Unie and Lever Brothers. It owns over 400 brands in food, beverages, personal care, and household care. Unilever uses branding strategies such as brand architecture, brand extensions, brand sustaining, and brand expansion to build and maintain its portfolio of brands. Recommendations for Unilever include continuing its global branding strategy to unify operations and establish a consistent brand image worldwide, as well as addressing social and environmental issues through sustainability initiatives.
Philips was established in 1891 in the Netherlands and began as a manufacturer of carbon filament lamps. It has since grown into a global conglomerate with divisions in consumer electronics, lighting, medical systems, and personal care. While Philips faced threats from low-cost Japanese competitors, it was able to reduce costs through R&D partnerships and reposition its brand identity. Market research revealed consumers valued reliability and found manuals complicated, leading Philips to shift its brand mantra to "Sense and Simplicity" and design products around user benefits rather than technology. This repositioning helped Philips reconnect with customers and establish itself as a global innovation and technology leader focused on improving people's lives.
Unilever is a British-Dutch consumer goods company with over 400 brands in foods, beverages, cleaning agents and personal care. It has headquarters in London and Rotterdam and is led by CEO Paul Polman. Unilever faces competition from companies like Nestle and Procter & Gamble. The company aims to help 1 billion people improve health/wellbeing, support suppliers, and halve environmental impact by 2020. While large, Unilever must address weaknesses like imitable products and reliance on retailers to reach its goals.
Corporate Brand Strategy of Dupont and its analysis. How a Corporate Brand affects other product brand of the same company, what are the risk and how a brand can mitigate those risk under Corporate Branding
Unilever is an Anglo-Dutch multinational consumer goods company that owns over 400 brands of food, beverages, cleaning agents and personal care products. It has the third largest revenue of any consumer goods company. Unilever operates in 190 countries worldwide and has its largest competitors as Nestle and Procter & Gamble. Some of Unilever's most prominent brands that each achieve over 1 billion euros in annual sales include Dove, Axe, Lux, and Lipton. The company focuses on building strong brand images and efficient global supply chains while also developing new sustainable business practices.
Unilever is a multinational consumer goods company formed in 1930 through the merger of British and Dutch companies. It owns many well-known brands in food, beverages, cleaning products and personal care. Unilever pursues a strategy of research and innovation, localizing products to different markets, and diversifying across multiple consumer segments globally. Currently, Unilever is focusing on streamlining its brand portfolio and acquiring high-profile food brands as it faces competition from companies like P&G, Nestle and Kraft.
- Unilever is a multinational consumer goods company formed in 1930 through the merger of British soap maker Lever Brothers and Margarine Unie.
- It has grown through acquisitions while allowing acquired brands to maintain autonomy, and pursues a strategy of diversification, innovation, and adapting products to local markets.
- Currently, Unilever is focusing on streamlining its brand portfolio and acquiring food brands as it works to bring its "Vitality" concept to all brands and overcome tensions between centralized control and brand autonomy.
Unilever restructured its supply chain management practices to become more efficient. It reduced its brand portfolio from 1600 to 400 brands to focus on top brands. It also consolidated its 380 manufacturing plants down to 150 key factories. The restructuring involved changes to sourcing, distribution networks, and increased use of e-procurement and IT systems. The restructuring helped improve Unilever's operating margins and financial performance.
L'Oreal Of Paris: Bringing "Class To Mass" With Plénitude Apoorv Malu
This document summarizes L'Oreal's Plénitude skin care brand strategy in the United States. Some key points:
1. L'Oreal launched Plénitude in the US nationwide with 14 SKUs across basic moisturizers, treatment moisturizers, and cleansers.
2. Plénitude initially saw strong sales but then hit a 4-year sales plateau, losing the #2 spot to Pond's by the 9th year.
3. L'Oreal identified needs to improve sales, profits, and Plénitude's contribution globally by rethinking their US strategy, product lineup, and pricing. This included market research to ensure their products fit US customer needs.
Philips started in 1891 in Eindhoven, Netherlands manufacturing carbon filament lamps. It faced competition in 1970-1995 from Japanese electronics companies, forcing it to close less profitable factories. To reduce costs, Philips began sharing R&D with other companies. A new branding campaign in the 1990s emphasized improving lives through technology solutions. Market research found consumers saw Philips as reliable and preferred simplicity. The rebranding focused on benefits of technology without complexity. This increased Philips' brand value to $10.9 billion in 2015.
This document discusses Unilever's home care division and its detergent brands in Brazil's North East and South East regions. There are major differences between the regions in terms of wealth, culture, and consumer needs that impact Unilever's brand performances and sales. The document outlines Unilever as a company, its competitors in the detergent market, and presents a proposal for what Unilever can do in the North East region of Brazil to better target low-income consumers.
This slide presents the differences between Jugaad Innovation and Gandhian Innovation. Both these innovations are unique to India. While Jugaad focuses on creative solutions to deal with scarcity, Gandhian innovation addresses the needs of marginalized sections of the society.
This document contains a quiz with multiple choice questions related to international business, World Trade Organization (WTO), and environmental topics. There are over 20 questions related to topics like the first female Director General of WTO, key principles of WTO like most favored nation and national treatment, Uruguay Round negotiations, TRIPS agreement, and other WTO agreements and organizations. There are also questions about international environmental agreements and initiatives related to climate change and vaccines.
Explains what NSQF entails; the objectives of NSQF. The 3 pillars of NSQF. The impetus given to skill development to promote employability of students.
Neuro marketing is a new field that applies neuroscience to understand consumer decision making. It uses brain imaging techniques like fMRI to study how the brain responds to marketing stimuli and purchases. While the conscious mind believes it makes decisions, the subconscious mind actually controls 95% of purchasing. Neuro marketing benefits include more accurate consumer insights and influencing customers to click "buy". It provides strategic advantages such as improving brand strategies, communications, and digital/social media strategies. The challenge is engaging consumers emotionally so involvement translates to purchases.
This document contains a question bank on business research methods. It includes questions about key research concepts like sampling frames, probability and non-probability sampling, reliability, validity, sampling error, hypotheses testing, research design, data collection methods, scales of measurement, sources of data, statistical analysis, and theory development. The questions cover topics such as distinguishing between different sampling techniques, types of errors, reliability measures, primary and secondary data collection methods, levels of measurement, components of research reports, and choosing appropriate research designs and statistical methods.
This document provides a model question paper for a business research methods exam consisting of 3 sections with a total of 70 marks. Section A contains 7 short answer questions worth 25 marks testing concepts like intervening vs moderating variables, factor analysis, Cronbach's alpha, research validity, scale construction, experimental designs. Section B contains 6 long answer questions worth 30 marks on research reports, research types, rating scales, and hypothesis testing. Section C is worth 15 marks and asks students to construct a questionnaire using different scale types to study smart phone brand preferences.
Question Bank for the subject: Entrpreneurship and Start-Up management. This will be useful for Question Paper setters as well as students. Students will get an idea of their preparedness for the examination. They can practice the answers to these questions. The students will also get some real world exposure and they can search for answers not just from Internet sources but also from books, business journals and research papers.
The document discusses 10 case studies related to using digital marketing techniques for various business scenarios: 1) Marketing a new children's toothpaste, 2) Promoting a senior living facility, 3) Choosing between celebrity or influencer endorsements for incense sticks, 4) Marketing higher nutrition biscuits for diabetics, 5) Introducing fruit juice variants for college students, 6) Promoting a business conference, 7) Reaching middle-income customers for affordable furniture, 8) Connecting with customers after reopening a retailer, 9) Engaging students to use online book resources, and 10) Regaining consumer trust after a chocolate quality issue. The case studies cover identifying appropriate digital marketing channels, engagement strategies, and reputation
The honeycomb framework proposes 7 building blocks of social media: Identity, Conversations, Sharing, Presence, Relationships, Reputation, and Groups. It was created to help managers better understand social media and its impact on business. Each block represents an aspect of social media experience, like the extent users reveal identity, communicate with others, share content, know others' availability, relate to other users, identify others' standing, and form communities. Understanding each functional block can help businesses craft effective social media strategies to interact with customers, gain insights, and promote their brand.
This document outlines modules and questions for a digital marketing course. It covers topics such as the history of digital marketing; e-commerce models; payment methods; search engine optimization; social media marketing; reputation management; content marketing; mobile marketing; and developing a digital strategy. The modules discuss understanding consumer behavior online; differences between digital and traditional marketing; data mining; pricing models; link building; video marketing; and engagement in the digital world. Questions address tracing industry evolutions; comparing online and offline strategies; evaluating search engines; using forums and communities; and opportunities in digital for business and employment.
What are RTBs? What is their role in the consumer's purchasing process? How do they impact purchasing decision of a customer? What are the types of RTBs? The presentation attempts to answer such questions. Also the importance of RTBs are highlighted.
Link building is the process of obtaining relevant inbound links to a website to increase its ranking in search engines and drive targeted traffic. There are several strategies for link building, including creating great content to naturally earn editorial links, conducting outreach to ask other sites to link back, and self-created links through methods like blog comments which provide little value. The most effective approaches involve producing valuable resources for customers and others to want to link to organically.
This presentation talks about the unique strategy adopted by Swaraj Tractors and how this strategy enabled them to establish a greater connect with the farmer community.
Berger Paints launched a social media campaign around the Indian festival of Raksha Bandhan to engage customers. They asked people to share photos of themselves with siblings using hashtags and the chance to win prizes. The campaign was very successful, generating over 37,000 likes and comments on Facebook, over 1,000 retweets and favorites on Twitter, and strong engagement on Instagram as well. Berger Paints leveraged emotions around an important festival and user-generated content to promote their brand through social media in India.
The document outlines the key differences between entrepreneurs and trustees in an organization. Entrepreneurs have a greater focus on the short term, prioritize identifying opportunities, believe in outsourcing resources, and are interested in rapidly growing and scaling up their business. Trustees have a strategic focus, prioritize ensuring available resources, believe in owning resources, emphasize maximizing profits and efficiency, and lead more bureaucratic organizations with standardized reward systems.
This document discusses entrepreneurship as a behavioral phenomenon. It summarizes Stevenson's opportunity-based view of entrepreneurship as the pursuit and exploitation of opportunities without regard to resources. Certain behaviors and dimensions are identified with entrepreneurial behavior, including strategic orientation, commitment to opportunities, and a growth orientation. Entrepreneurs are skilled at using others' resources and creating an environment where employees can seek opportunities. Both psychological and non-psychological factors influence entrepreneurial behavior. Social entrepreneurship also delivers social value through innovative and risk-taking behavior.
Differences between Celebrity Endorsements and Influencer MarketingVenkatesh Ganapathy
This document highlights the subtle differences between celebrity endorsements and influencer marketing. Influencer marketing is an effective technique that leverages the power of an influencer on social media.
This document outlines the seven key steps in the research process: 1) defining the research problem, 2) reviewing relevant literature, 3) formulating hypotheses, 4) developing a research design, 5) collecting data, 6) analyzing and interpreting data, and 7) reporting research findings. It emphasizes that properly defining the research problem is crucial, as is thoroughly reviewing literature to identify gaps and form hypotheses. The research design should then determine sampling, variables, and analysis methods to reliably and validly address the problem.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfSimpleMoneyMaker
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Spotify: Revolutionizing the Music Streaming IndustryTMR Infra
Spotify's unique blend of technology, user-centric design, and industry influence has
cemented its position as a leader in music streaming. By continuously evolving and adapting,
Spotify remains a dominant force, shaping the future of music consumption. As it continues
to innovate and expand, Spotify is likely to maintain its position as the go.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
Evaluating the Effectiveness of Women-Focused MarketingHighViz PR
Women centric marketing is a vital part in reaching one of the most influential groups of consumers. Here is a guide to know and measure the impact of women-centric marketing efforts-
Boost Your Instagram Views Instantly Proven Free Strategies.pptxInstBlast Marketing
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THE PERSIL POWER FIASCO
1. The Persil Power
Fiasco
How Unilever failed to research about consumer behavior
Presented by:-
Mutahira Dar
Semester III MBA , Section ‘C’
Presidency Business School
2. Company profile:-
Anglo- Dutch multinational
company.
Founded in 1933.
Headquartered
in London and Rotterdam.
One of the oldest multinational
companies .
Its products are available in
around 190 countries.
Unilever owns over 400 brands.
5. So, what was Persil Power and why
did it attract so much flak?
The detergent powder was launched in 1994 across Europe.
It was the result of a major technological breakthrough (as per Unilever).
Product development efforts spanned a period of 10 years.
Unilever spent close to 100 million pounds.
Intention was to overtake Ariel detergent.
6. What was unique about
Persil power ?
Product had - manganese catalyst (accelerator )
that could clean clothes even at lower
temperatures.
Breakthrough
Unilever protected its innovative efforts by
• This product – result of Unilever’s
research- competitive advantage
• cleaned clothes without damaging
fabric color
• 35 patents
• Test marketing in 60000 households
7. P&G springs into action-
failure of Persil
After testing, P&G found that under certain
conditions, Persil powder damaged the
clothes.
The catalyst could damage colored clothes at
high temperatures.
A big failure for Unilever.
Negative publicity by P&G.
• lost the legal battle
• forced to withdraw the product
• lost 300 million pounds spent in development
and marketing.
8. So what went wrong?
Unilever had conducted most of its tests in Dutch
households
In Northern Europe, people washed their white and
colored clothes separately.
In Southern Europe, clothes were washed together in
hot water.
Problem:-
1. Manganese catalyst was fine at low temperatures.
2. But it reacted with certain dyes at hot temperatures.
So, it was a niche product (cold water ,white
garments)
9. In an interview, Niall Fitzgerald said, “‘Communications
had evolved so fast that within seconds this wasn’t a
brand issue, this was a corporate issue. So even if we
had wanted to ring-fence our product, we couldn’t
have.’
Unilever chairman Sir Michael Perry referred to this
incident as the greatest marketing setback that Unilever
had ever seen.
10. Consequences
People avoided this product with a thought that
it will destroy their clothes.
The product was a flop.
Most retailers quickly took the product from
their shelves.
Unilever launched a crisis management program
1995 – Persil power replaced with Persil New
Generation.
11. Great organizations learn from their failures
instead of carping about it or fixing
accountabilities when the damage is already
done.
This experience taught Unilever to promote
greater cross-functional co-ordination
between R&D and marketing functions.
The company institutionalized the process of
setting up dedicated innovation centers
instead of adopting an ethnocentric
approach.
No brand is an island.
Products have to be tested under all
conditions.
12.
13. Q1.What are the aspects of consumer behavior that
Unilever missed? How did it affect their business?
Unilever only focused on one segment of market that
is Northern Europe where people washed clothes
separately and in low temperatures. (NICHE
PRODUCT) but sold product in other geographies.
Failed to test product in all conditions.
Lagged behind in research of usage norms in different
geographies.
Effects on business:-
• product was withdrawn
• negative publicity by P&G
• loss of 300 million pounds
14. Q2.Does this case study highlight the
importance of understanding consumer
behavior before a business decides to
innovate a product?
Yes, because it helps to understand
Difference in consumer behaviors in different geographies
Varied expectations of consumers
Reasons why consumers buy a product
Likes and dislikes of consumers
Impact of brand failure on corporate reputation
15. The significant risk for Unilever was…
• If one product encounters a problem the image of other products could be
damaged
• Dent in brand reputation
• Loss in customer’s trust and confidence in the brand