Marketing and Unilever Essay

Submitted By rajsam55
Words: 2802
Pages: 12
Open Document
REPORT TITLE : NEW PRODUCT DEVELOPMENT

COMPANY NAME : COLGATE

PRODUCT :SKIN CARE TONER/MOISTURISER

Introduction
Unilever is among world’s leading companies in fast moving of consumer goods(FMCG) It has over 400 products divided in 14 categories. Unilever proudly declares that everyday 150 million people are choosing their products to feed their families and clean their homes. Unilever is one of the world’s top makers of packaged consumer goods and moves countless products like deodorants, fragrances, soap, margarine, tea and other frozen foods all over the world. The corporation sells goods in over 150 countries. Their mission statement is’ meeting the everyday needs of people everywhere’.
Due to the concern of people especially women to their skin Unilever throughout their history have developed innovative products which have been loved by millions of customers all over the globe. Yet once again Unilever is about to introduce another product for women with sensitive skin which combines the features of both the toner and moisturiser in one tube. This innovative product is named Extra Simple and the company wants to promote this under Simple skin care product category. Market research shows there is great potential for this market in the UK. The future of such market clearly states that the market will be driven by the innovative value added products mostly in the skin care markets in UK. It is predicted that the volume for such products will increase up to 12% in 2013.Uniler’s reputation for innovative products has been remarkable throughout their history therefore creating an image of the new product would be much easier.
Distribution and promotion.
Unilever has already established an extensive distribution network throughout UK so that the distribution costs would be much smaller. Unilever spends huge sums for their advertisements to create awareness among early adopters and dealers alike. In addition organising public events involving celebrities would provide much needed brand positioning.
Objectives of the company.
Introduction of sustainable products
Increase market share.
Increase share price
Increase profits
New product development strategies
Unilever product development strategy is continuous improvement of its products by introducing new innovative products at regular intervals. Their research and development is so strong it continually monitors market environment and develops products and introduce them to the market at the right time so that they will never fall behind their competitors.
This new product as in the usual way will be at the introductory stage at the beginning but when at growth stage it will be supplemented with another improved product as happens always with Unilever so that the performance gap is reduced.
As this has been a Unilever product it will have it’s colourful attractive packaging to go with this convenience product. Packaging will have all the information regarding the weight, ingredients, Date of expiry instructions for use, where it is made, company logo and storage instructions and information on recycle.
Pricing structure would be to adopt penetration price strategy. Start with a low price and gradually increase as it catches the market. Please note this may not be case always as sometimes it is possible to keep the product almost at the introductory price depending on other factors like costs, competitive prices etc.
Use Ansoff Matrix as the market strategy. As this is a new product in the existing market it will fall in to product development in the matrix. Use of BCG matrix and GE models. According to BCG matrix ,strategy should be to be cash cows or question marks which means to have large market share in low market growth or have low market share in high market growth conditions.
As per the GE model business strength is measured against the industry attractiveness. If the industry attractiveness is low to medium and the
Show More

Related Documents: Marketing and Unilever Essay

Essay on Marketing Management Unilever New Product

competences. 8 2.3 SWOT analysis 9 3 Marketing objectives 10 3.1 Brand description 10 3.2 SMART Objectives 10 4 Flora pro.activ in Japan Marketing Plan 11 4.1 Market Segmentation 11 4.2 Target Market 12 4.3 Position and Differentiation 12 4.4 Marketing mix 13 4.4.1 Product: 13 4.4.2 Price: 14 4.4.3 Promotion: 14 4.4.4 Place 15 4.4.5 People 15 4.4.6 Process 15 4.4.7 Physical Evidence 15 4.5 Global and E-Business 16 4.5.1 B2B E-business solutions 16 5 Marketing Budget 17 6 Marketing Budget 18 7 Conclusion 18…

Words 3867 - Pages 16

P&G Korea Essay

1. P&G has increased its marketing expenditure significantly in the last few years. Has it been worth it? Justify your answer with appropriate quantitative analysis. While the marketing has not been profitable, it has allowed P&G to successfully increase sales volume, thus increasing market share. This increased marketing keeps the products fresh in the consumer minds. Since 2001 P&G has been breaking even on incremental increases in marketing, except for 2006 in which it seems they did not increase…

Words 711 - Pages 3

Unilever Brazil Essay

Unilever Brazil: Case Write-Up on Marketing Strategies for Low-Income Consumers Questions 1.Should Unilever target the NE segment? Is the segment attractive and can Unilever compete? What are the pro’s and con’s? According to the Unilever Brazil case, Unilever already had an 81% share of the Brazil detergent market which far exceeds than its strong competitor Procter& Gamble’s 15% share. However, it is facing a real threat that P&G Brazil may draw on worldwide R&D and marketing…

Words 1119 - Pages 5

Essay on Business: Advertising and Real Beauty

determine how to maintain the Dove brand’s momentum. The key objectives and goals of the Dove product line is to increase market share, develop a strong marketing campaign, retain functional strengths of the brand, maintain the image of the “Real Beauty” campaign, and staying ahead of competition. Due to the highly competitive industry, marketing communication is critical to ensure campaign momentum. Unilever’s Dove beauty product has proven successful of its relaunch and repositioning strategy…

Words 848 - Pages 4

Essay about Tresemme Marketing Strategy

PAPER MARKETING MANAGEMENT Content ............................................................................................................................... Executive Summary ........................................................................................................... Company Background & Objective ................................................................................... Marketing Strategy ................................................................…

Words 2923 - Pages 12

Case Study Dove Evolution of a Brand Essay

positioning in 2007? Dove back in the 1950’s had one product that was the “beauty bar”, it was positioned upon its function as a superior product that doesn’t dry out the skin the way soap did. It was marketed through a mix of marketing communication tools like the TV, print media and bill boards. The advertising message was “Dove soap doesn’t dry your skin because its one-quarter cleansing cream”. All of these ads were illustrated with photographs that showed cream being…

Words 1283 - Pages 6

Strategic Marketing Case 1 Dove Essay

and is generally viewed as a resulting factor from a combination of the information provided about a company and its products and the experiences customers/the market links with that company. As a result of their strategy called “Path to Growth,” Unilever determined that their portfolio would decrease from 1,600 to 400 brands in five years. Their reasoning behind this was that they determined that many of their brands (or product lines) lacked a global unified identity as a result of decentralization…

Words 1279 - Pages 6

Unilever's Angle On Diversity

base in order to create and market a product that appeals to both their interests and needs. Unilever is the most widely accepted antiperspirant and deodorant company in the world. Degree among Axe, Dove, and Suave are apart of the Unilever brand. Degree has a mission of providing, “long-­‐lasting odor and wetness protection for men, women…

Words 1811 - Pages 8

Marketing and Companies Essay

1. International marketing helps companies to sells their products to foreign customers. International marketing require huge financial resources to promote a product to target customers. Lot of research work is requiring knowing the customers taste and preferences and company also needs to follow the rules and regulations of that country. Domestic marketing is easy and convenient, because it require less financial resources, easy to know the local market demand, and companies can easily find…

Words 603 - Pages 3

Dove Team Essay

What is a brand? Why does Unilever want fewer of them? A brand is the practical, emotional, or instinctual response that is stimulated in the brain by a product or company. Unilever wants fewer brands because it takes time, energy and resources to manage each brand. The more brands you brandish, the more resources you expend. In addition, brands compete with other brands for mental real estate in the customer’s mind. With an overcrowded brand portfolio, Unilever may be cannibalizing its product…

Words 783 - Pages 4