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Introduction to unilever
Introduction to unilever
Introduction about unilever company
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Unilever, the parent company of AXE shower gel, was founded in 1930 when a soap company and a margarine company merged. Due to their control on oilseeds, the main ingredient for many soaps and margarines, Unilever was able to penetrate the market for soaps and shower supplies. They have since expanded and now own many popular brands such as AXE, lever2000, Ben and Jerry’s, and a number of others. “They’re all part of the ‘Unilever armada of brand names’. To make sure the brand names do not go unnoticed, Unilever spends huge amounts of money on marketing and advertising. Advertising has always been a keystone of Unilever’s businesses.” (“Unilever, Overview”). This focus on advertising is often seen throughout the AXE product market, particularly with their shower gels.
A product market for shower gels was developed when grooming product manufacturers responded to costumer’s desire to reduce the soapy mess left on the shower shelf and introduced a shower gel that was not only easier to use, but also did not fall apart or smudge. Several manufacturers also created a variety of shower gel that cleaned the skin, reduced stress, moisturized the skin, boosted energy, and catered to more masculine tastes. This was to satisfy a growing target market of men who were more conscience of their physical appearance and more willing to spend time and money on purchasing their own products.
The manufacturer has identified the AXE shower gel target market as men, the majority of whom are in the age range of 17- 35, who want to feel fresh, clean, and masculine. These are men who tend to have higher standards for their personal care products than those who would be satisfied with using traditional soap. This target market expects more from their...
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NYTimes.com." The New York Times - Breaking News, World News & Multimedia. N.p., n.d. Web. 23 Oct. 2011.
"OldSpice's Channel - Youtube." Youtube. N.p., 4 Feb. 2010. Web. 28 Sept. 2011.
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Proctor and Gamble "Gillette Fresh + Clean Body Wash ." Gillette. N.p., n.d. Web. 1 Oct.
2011. .
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The company additionally makes the smells of bath soaps, deodorants, and floor wax. Schlosser reports, “The basic science behind the scent of shaving cream is the same as the that governing the flavor of you TV dinner, in that the aroma of food can be responsible for as much as 90% of its flavor,” (Schlosser 122). Schlosser reveals that in the mid-nineteenth century the processed food industry began expanding increasing the need for flavor additives. (Schlosser 123). The demand for color additives began to grow as well when it was learned that appearance can
The New York Times. The New York Times, 15 Aug. 2013. Web. The Web.
Secondly, they should be used instead of soap. Finally, emollients should be used in the bath, ideally on a daily basis.
New York Times. The New York Times Company, 23 Jan. 2010. Web. 22 Jan. 2014.
Company: Aqualisa, 3rd in the shower market with 18% coverage has had a successful marketing strategy, which allowed it to enjoy 25% net return on sales and a growth of 5% to 10% in a mature market. They have effectively segmented their markets and have products that cater to each segment's needs (product range of 9 models covering the three types of showers used in the UK, ranging between 230 and 670). Their channel relationships are strong and positioning has helped them achieve a good brand name in the market. The company used the shower max (specialized product similar to Aqualvalve at lower priced than the before mentioned) to penetrate the developer's market.
Gillette’s market share is expected to reach 50% in 1996. Having such a strong monopoly
The media control all mass communication all over the world, its existence is integral to today’s twenty-four hour society. All media is highly influential, from on television to radio, newspapers to magazines, but especially the £19billion advertising industry. Although many people refuse to admit it we are easily manipulated into buying particular products subconsciously, a well-produced and marketed advert can increase sales revenue for any product. Schwarzkopf hair care & dyes is well known as an alternative to the mainstream hair companies. Hans Schwarzkopf whose first formula in 1903 was an instant hit with his female customers established Schwarzkopf in 1868. The water-soluble powder shampoo, “The Shampoo with the Black Head”, offered an easy-to-use and value-for-money alternative to the expensive oils and harsh soaps of the time. Since then the brand has continued to grow and is famous for providing striking colours for women with a more adventurous style at an affordable price.
Tribune - The New York Times." The New York Times - Breaking News, World News & Multimedia. 17
"Toxic Chemicals Used in Salon Products." Women's Voices For The Earth. N.p., n.d. Web. 30 Apr. 2014. .
The case looks at prescriptive strategy as applied to multi-product group of companies. Unilever is based in over a hundred countries where multiple products are being made in each. However, the market is mature which means that growth is stagnant and innovation is almost non-existent. In order to improve on growth and sales, the strategies that are needed look at how to come up with new products that have high profit margins and penetrate new markets. The prescriptive approach was used to come with a strategy to improve growth and profit. In order to improve on innovation, both the prescriptive and emergent strategies can be used since both support innovation. From the case study, not much profit was made when the ‘Path to Growth’ strategy was first implemented (2001-2004). The strategy was initially based on cost cutting. There was a need to also build volumes through existing portfolio of branded products through innovation and marketing. By focusing on increasing sales in developing countries where growth prospects were high and increasing investment in personal care products where profit margins were higher, it was possible to improve the profit portfolio.
...ification as we move towards our destination IT architecture, and further strengthen our global market presence” said Neil Cameron, chief information officer at Unilever.
In conclusion, Colgate’s advertisement used Logos, Pathos, and Ethos to reveal to the world that they have the best toothbrush out there. Their advertisement persuades everyone who has teeth to go out and buy their new product which is a toothbrush. The advertisement used Ethos, Logos, and Pathos to persuade viewers to buy their product. Although throughout the years, they’ve extended their products, their sales have gone down
Unilever has more than 400 brands, 14 of which create sales in additional of 1 billion pounds a year. Almost all those brands have time-honored, strong collective operations, which includes Lifebuoy’s drive to promote hygiene through hand washing with soap, and Dove’s crusade for existent beauty. (Unilever, 2014)