Scribd Logo
Upload

Welcome to Scribd!

  • 23 views

    Analysis of Unilever

    Uploaded by

    tinh12306102005

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd

    Analysis of Unilever

    Uploaded by

    tinh12306102005
    23 views2 pages

    Copyright

    © © All Rights Reserved

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Copyright:

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

    Analysis of Unilever

    Uploaded by

    tinh12306102005

    Copyright:

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

    Analysis of Unilever's Brand Positioning Strategy

    Unilever is one of the largest consumer goods companies in the world, owning many well-known
    brands in various sectors such as food, beverages, personal care, and home care. To understand
    Unilever's brand positioning strategy, we will analyze the following key elements:

    I. Identifying the Target Customer

     Market Segmentation: Unilever segments the market meticulously based on criteria


    such as age, gender, income, lifestyle, and geography. This allows them to cater to a
    diverse range of consumer needs worldwide.
     Customer Personas: Unilever builds specific customer personas for each brand. For
    example, a persona for the Dove brand could be women aged 18-45 who care about
    natural beauty and personal care.

    II. Competitor Analysis

     Market Research: Unilever continually conducts market research and monitors


    competitors to stay updated on trends and strategies. They closely watch the moves of
    major competitors like Procter & Gamble, Nestlé, and Colgate-Palmolive.
     SWOT Analysis: Unilever uses SWOT analysis to understand its strengths, weaknesses,
    opportunities, and threats as well as those of its competitors. For instance, Unilever's
    strengths include a global distribution network and a diverse portfolio of brands.

    III. Defining Core Brand Values

     Unique Value Proposition (UVP): Each Unilever brand has its own UVP. For example,
    Dove stands out with its message of real beauty and women's confidence, while Lifebuoy
    focuses on health and hygiene.
     Core Messaging: The core messaging of Unilever brands typically revolves around
    product quality, innovation, and a commitment to community and environmental
    sustainability.

    IV. Developing Positioning Statements

     Positioning Statement: Each Unilever brand has a unique positioning statement aligned
    with its UVP. For example, Dove's positioning statement might be, "We help you
    celebrate your true beauty."
     Marketing Messages: Unilever develops marketing messages tailored to each market
    and target audience. Their advertising campaigns are often highly creative and
    emotionally engaging.

    V. Implementing the Positioning Strategy


     Brand Design: Each Unilever brand has its own distinct brand design, from logos to
    packaging, reflecting its positioning. For example, Dove uses gentle, elegant imagery to
    emphasize its message of natural beauty.
     Communication Strategy: Unilever uses a variety of communication channels to reach
    customers, including TV, online, social media, and outdoor advertising. They also
    frequently engage in community and charitable activities to build a positive image.

    VI. Evaluating and Adjusting

     Monitoring and Measurement: Unilever uses various tools and methods to monitor the
    effectiveness of its brand positioning strategy and marketing campaigns. They often use
    customer surveys, sales data analysis, and social media feedback.
     Adjustments: Based on measurement results, Unilever continuously adjusts its strategy
    to meet the changing needs of the market and customers. This helps them maintain a
    competitive edge and ensure sustainable growth.

    You might also like