Brand Audit Report: Unilever
2014
IoBM
Muhammad Qasim
[BRAND AUDIT REPORT]
ARIEL
Acknowledgement
Table Of Contents:
Executive Summary:
For Ariel it was about imagination,determination and technological empowerment freeing women from their traditional domestic role. In The beginning Ariel was facing toucgh competition from Surf Excel the product of Unilever due to its strong familiar campaign “dirt is good”. A campaign everyone can relate to, which lead to a huge increase in sales but slowly ariel presented different marketing strategies and tvc’s which showed an increase in sales and is now among the top detergent brands in the country.
The product is deciding by matching the market insight with local insights. The marketing report of the brand should
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The Quantitative research conducted prior gave sufficient ground for the in depth interviews. Using the laddering technique, the questions were asked in a manner that gave the interviewee room to express their views on the product with liberty and also helped the interviewer to really dig deep.
Some literature review was also done on the internet of past researches conducted for the product in countries other than Pakistan
2.4 Sampling Design
Due to time restrictions, the sample chosen was a convenient sample. Women living in an apartment complex at Askari 5 participated in the research. The number of participants was 100 and they were chosen at random.
Two participants were chosen for the in depth Interview. They fit the profile of the target market for Ariel. They were also chosen with convenience due to time restrictions.
2.5 Research Instruments
Primarily free associations were used. Associations included words like Whiteness, cleanliness, success, social acceptance, confidence. Also associations with benefits sought using associations with softness, stain removal,
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People might have lied in some parts where the weather does not affect the clothes and they admit on having clean clothes all year round only have mentioned that they stain clothes due to dropping of food. But since it was related to hygiene where people could stain the collars people might have refrained from mentioning that most of their stains are caused by weather
William Lutz's 'With These Words I Can Sell You Anything'
753 Words | 4 PagesThe ad also includes Delta’s slogan, “See what Delta can do” as well as a website, “deltafaucet.com/greenfaucet”. There is a lot to unpack in this ad, including the use of the phrase “up to”, the repetition of the word “more” and its unquantifiable definition, the use of a command as a slogan, and the appeal to an environmentally-conscious consumer. By predicting how consumers will perceive these phrases and techniques, the company has created an ad that
Reasoning Themes In Gary Forto's The Jacket By Gary Soto
755 Words | 4 PagesThis helps to explain that people can be heavily affected by the type of clothes they wear, and supports the idea that most of this is just the characters tormenting thoughts of him being left behind because of his
Case Study: Unilever
1081 Words | 5 PagesWith the large selection of products, it reaches more then 190 country in the world. It’s also growing with buying local companies. So it always become local where he sells its products. Company’s Visions Unilever company aims that they hope effect nature less day by day.
Cosmetic Surgery Disadvantages
718 Words | 3 Pages2.0 Procedure A few secondary resources were used in the research process. These sources range from newspapers articles, news website (BBC) and online databases which were accessed via the Internet. These sources were chosen based on direct relation to the topic and its scope. Moreover, these sources were referred to gain better understanding about the topic and explore expert opinions and research done in order to fulfil the criteria of each objective
Macro Environmental Analysis Of Nike
2130 Words | 9 PagesIn the assignment, it will discuss the sports brand Nike which specifically focuses in Chinese market. There are three main content areas in this assignment. The first part is a macro environmental analysis; the next part is the target customer profile; the last part is the analysis of marketing strategies. Macro Environmental Analysis: Nike is a very well-known market leader. It is an international brand, their products are selling in the worldwide including China.
Factors Affecting Unilever
811 Words | 4 PagesTo confront to this problem, Unilever would encourage workers to work longer or recruit migrant workers (Maestas and Zissimopoulos, 2010). However, with the fact that people are more concern about healthy and safe products, Unilever has successfully maintained high social and environmental standards by designing and producing that meet consumers’s needs. They have many effective activities including promoting sustainable development and utilisation of renewable resources. Therefore, it can not be denied Unilever has built its image as an environment friendly and socially responsible
Tesco Strategic Report
1399 Words | 6 PagesA Strategic Report provides shareholders of the company with information that will enable them to evaluate how the directors have performed their duty to promote the success of the company. A strategic report will always contain information that is material to its shareholders just like an annual report. A strategic reports main objective is to provide an understanding into the company’s business model and its main strategy and objectives. It also provides the users about the risks faced by the company and its impact in the future. The companies past performance is also analysed in the strategic report.
Loreal Pestel Analysis
1016 Words | 5 PagesLancôme immediately creates an association with Paris and happiness. It further positions itself as an award winning luxury brand. With brand ambassadors who aim to embody the vision of the brand, it clearly delivers a message that the range of products involved caters to the ‘elite’ economic strata of the society. Alike L’Oreal Paris, Lancôme too would have to adopt a strategy that develops a good customer lifetime value. c.
Case Analysis: Case Study: Kraft Heinz Company
1823 Words | 8 PagesKraft Heinz Case Study Executive Summary Problem Statement The focal problem that Kraft Heinz Company (KHC) faces is the decrease in demand of packaged-foods, while trying to increase revenue. Analysis This analysis studies Kraft Heinz Company’s strategy, competitive position in the market, problems being faced, and the company’s financials.
Value Chain Analysis Of Unilever
976 Words | 4 PagesThe value chain analysis indicates the firms that strive to create superior products or services through focused differentiation strategy. To ensure the activities are tailor to the strategy Value Chain is used. How each activity generates value and linked to the strategy in UFS? Table 4: Value Chain Analysis Primary Activities
Nestle Total Quality Management Analysis
1019 Words | 5 PagesNestle is considered one of the largest food and beverage company worldwide. Nestle first opened its factory in 1866 in New Zealand and have successfully grow and recognize all over the world. Today, nestle own branches almost in every country in Europe, South America, Asia and other continents. The products that they produce are coffee, bottled water, milk products, tea, breakfast cereals, biscuits, baby food and many more. Looking at their annual report, their revenues clearly state that they are the most preferred food and beverage.
Market Segmentation Of Unilever
761 Words | 4 PagesUnilever recognises that it cannot cater to needs of all the consumers present in the market. Consumers are present in a very large number in the market place and they vary greatly in their needs and buying behaviour. Companies also are well aware that themselves vary greatly in their ability to serve various segments of the market place. Unilever is no different from other companies in this regard. It recognises that it is far better for it to cater to certain segments that it can serve the best rather than attempting to cater to the needs of the entire marketplace as a whole.
Analysis Of Advertisements By Dove's 'Campaign For Real Beauty'
2200 Words | 9 Pages1 Introduction Advertisements have a great impact on people but they are not representing reality. Companies try to promote their product the best they can in order to increase revenue. To do so, they and appeal to and satisfy the needs and longings of potential customers. Dove® , being a Unilever brand, tried a considerably different approach to draw attention to itself.
Lifebuoy Marketing Strategy
1447 Words | 6 PagesIt has an extensive distribution mix and a large and visible brand loyalty. It has a Brand Loyalty so strong that at one point of time, the word Lifebuoy was synonymous to soap. It has a wide range of products such as Hand Washes, Hand Sanitizers and many others. It is the most prevalent brand in the hygiene segment in majority of the rural areas. When given a option, customers are steadfast to Lifebuoy.
Unilever Executive Summary
1494 Words | 6 PagesThe intention of running this plan is to raise profitable growth for their brands, and also reduce costs and fuel innovation at the same time. It shows that the USLP has provided benefits as it emphasises on human health and this may help more than billion people by year 2020. Moreover, Unilever Plc is an environment friendly company by achieving zero non-hazardous waste to landfill from plants, and continuing to enhance significant reductions in the greenhouse gas (GHG). They also introduced their new version of Dove Body Wash bottles which help in waste reduction. Furthermore, they run across four categories brands by growing their brands in order to maximize the shareholders
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