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23.08.2019-728 views -Unilever

 Unilever Analysis Paper




Case: Chandon, Pierre (2004). Unilever in Brazil: Marketing Strategies for Low-income Consumers (Question 1 a & b)

a) Talk about whether advertising branding can easily create benefit for poor consumers.

Marketing is the efficiency of actions that seek to accomplish organisations objectives by anticipating consumer or customer needs and directing a flow of need gratifying goods and services via producer to customer or client together with the intention of making a profit.

Branding means the use of a identity, term, symbol or style – or combination of these – to identify a product. It provides the use of brandnames, trademarks and practically all other means of item identification. (textbook P 197)

Customer Benefit is the difference involving the benefits the client sees from the marketing giving and the costs of obtaining those benefits. If an corporation is able to make an giving that satisfies the demands of poor consumers or low income workers simply by creating a manufacturer that appeals to this market, then the marketing objective has been reached.

The consumer, whether it be a rich or poor consumer may be the target of most marketing efforts. The consumer is positioned in the center of the four main parts of the marketing mix: Product, Place, Price and Promotion (the four P's). Thus, when a company was to target poor consumers, they will could create value for these consumers by utilizing any of these four P's to distinguish their product against a competitor's merchandise. The company can lower the price for a product that was of equal standard as being a competitor to develop value to get the poor client; they could increase the quality of the item at the same price as a decrease quality competitive product; they will could deliver the product within a wider region to make it accessible to poorer consumers than their competitors plus they could offer special offers or...