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    Unilever: STP Analysis: Segmentation

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    Abhishek Sharda
    Unilever segments its consumer markets based on demographic, geographic, and lifestyle factors. It divides consumers into groups based on age, gender, and income level and tailors products to these different segments. For example, Dove targets women of all ages, especially working women with little time, while Lux and Lifebuoy target middle and lower income groups. Unilever positions itself as a manufacturer of health and beauty products and aims to meet the daily needs of individuals through a wide range of food, beverage, cleaning, and personal care products. It offers diversified products across many categories to serve all of its target consumers.

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    Unilever: STP Analysis: Segmentation

    Uploaded by

    Abhishek Sharda
    2K views2 pages
    Unilever segments its consumer markets based on demographic, geographic, and lifestyle factors. It divides consumers into groups based on age, gender, and income level and tailors products to these different segments. For example, Dove targets women of all ages, especially working women with little time, while Lux and Lifebuoy target middle and lower income groups. Unilever positions itself as a manufacturer of health and beauty products and aims to meet the daily needs of individuals through a wide range of food, beverage, cleaning, and personal care products. It offers diversified products across many categories to serve all of its target consumers.

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    It's a STP analysis assignment of unilever.

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    UNILEVER

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    Unilever segments its consumer markets based on demographic, geographic, and lifestyle factors. It divides consumers into groups based on age, gender, and income level and tailors products to these different segments. For example, Dove targets women of all ages, especially working women with little time, while Lux and Lifebuoy target middle and lower income groups. Unilever positions itself as a manufacturer of health and beauty products and aims to meet the daily needs of individuals through a wide range of food, beverage, cleaning, and personal care products. It offers diversified products across many categories to serve all of its target consumers.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    2K views2 pages

    Unilever: STP Analysis: Segmentation

    Uploaded by

    Abhishek Sharda
    Unilever segments its consumer markets based on demographic, geographic, and lifestyle factors. It divides consumers into groups based on age, gender, and income level and tailors products to these different segments. For example, Dove targets women of all ages, especially working women with little time, while Lux and Lifebuoy target middle and lower income groups. Unilever positions itself as a manufacturer of health and beauty products and aims to meet the daily needs of individuals through a wide range of food, beverage, cleaning, and personal care products. It offers diversified products across many categories to serve all of its target consumers.

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    © All Rights Reserved
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    UNILEVER: STP ANALYSIS

    SEGMENTATION:
    Products segmentation according to population is company’s advantage over rivals.
    With one century experience Unilever knows what products correspond to population
    segments. Company is considered to be best cultural uplifted and has good established
    consumer base.
    Unilever segments its markets like most FMCG companies through:
     Demographic Factors.
     Geographic Factors.
     Lifestyle.
    EXAMPLE:
    a) Age
    For instance, LUX and Dove are promoted for young people and Colgate Total is promoted
    for all age groups.
    b) Gender
    Unilever’s brands tend to offer their products both for women and men. Thus, Dove used to
    create products only for woman. However, now this brand produces distinctive products both
    for woman and men.
    c)Income
    Unilever divides market into several segments basing on income (upper class, middle class
    and lower class). Thus, dove and Pears are sold for upper class segments and Lux and
    Lifebuoy for middle and lower class segments.

    TARGETING:
    Unilever products target every single consumer in the market ranging from small children to
    the elderly. In almost every household, one of their five products is a Unilever product.
    Unilever has managed to do this by investing in a wide range of products from personal
    products, foods and beverages, and cleaning products. Their basic aim is meeting the daily
    needs of individuals everywhere and helping them to enjoy life with good products. With
    their quality and healthy products, they have also managed to tap into the healthy
    consumer. Unilever thus has a wide market that targets every individual with a purchasing
    power.
    UNILEVER: STP ANALYSIS
    EXAMPLE:
    DOVE: a) They target women of all ages.
    b) Also target high income groups and upper middle class.
    c) Main focus on those who don’t have much time for themselves i.e. working
    women.

    POSITIONING:
    Unilever positions itself as health and beauty products manufacturer and its target segment
    is beauty and health conscious people. Unilever has been able to promote its brand and
    gained loyal customers who trust the quality of their brand. Unilever has managed to meet
    the primary elements of positioning that includes; pricing, quality, service, packaging, and
    distribution.

    EXAMPLE:
    People who use dove soap has a mindset that dove is a personal care beauty soap. It is not
    just a soap but a mosturizer. Company uses high moisturizing content to differentiate itself
    from competitors.

    OFFERINGS:
    Through marketing strategies, Unilever has diversified into broad categories
    meeting the daily needs of their target market. Through market segmentation,
    Unilever has ensured that every customer’s need is met. Unilever meets the
    increased demand by continuing to expand and increase their boundaries. At
    the same time, through increased marketing and advertising, Unilever intends
    to win more customers while retaining the already existing customer base.
    Unilever has a wide portfolio of brands across foods, home appliances, and
    personal care. They offer products that address the different needs and wants
    of their customers. Due to the increasing globalization, companies like Unilever
    have, therefore, developed strategies that ensure they have a competitive
    advantage over their competitors and win loyal customers.

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