Marketing and Unilever free essay sample

Their mission is â€Å"TO ADD VATILTIY TO LIFE† UNILEVER INTERNATIONAL HISTORY †¢ †¢ †¢ †¢ †¢ Unilever is a multi-national corporation, It was created in 1930 by the Lever Brothers and Dutch margarine. Today the company is fully multinational with operating companies in over 100 countries, Employing about 179000 employees With 400 brands spanning 14 categories of home, personal care and foods products, no other company touches so many peoples ives in so many different ways. From feeding one’s family to keeping one’s home clean and fresh, Unilever brands are part of everyday life. †¢ UNILEVER PAKISTAN LIMITED †¢ †¢ †¢ Lever brothers was established in Pakistan in 1958 first site in Pakistan was RAHIM YAR KHAN Largest FMCG company now operating at six locations in Pakistan The enjoys a leading position in most of its core Home and Personal Care and Foods categories, e. g. Personal Wash, Personal Care, Laundry, Beverages (Tea) and Ice Cream. It operates through 4 regional offices, as well as 4 wholly owned and 6 third party manufacturing sites across Pakistan. We will write a custom essay sample on Marketing and Unilever or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page †¢ SUNSILK †¢Launched in 1954, in the UK, sun silk had quickly become Unilever’s leading international shampoo brand. By 1959, it was available in eighteen countries worldwide. †¢In the 1980’s, Pakistan had a largely under-developed market in terms of personal care products. †¢The launch of Sun silk in 1983 introduced FMCG industry in Pakistan to redefine the lives of its people. BCG MATRIX OF UNILEVER BCG MATRIX OF UNILEVER STARS High growth rate high market share QUESTION MARK High growth rate low market share CASHCOW Low growth rate high market share DOG Low growth rate low market share PRODUCT SUNSILK is one of the star Products of Unilever, and comes under the category of personal care products. Variant: Soft and smooth Label color: Yellow Benefit: Keep hair strong and beautiful Variant: Black Label Color : Black Benefit: Rich and shine black hair Variant: Soft and smooth Label Color : Pink Benefit: Shiny and beautiful dry hair Variant: Long and thick Label Color : Green Benefit: Shiny manageable thin and limb and thin hair Variant: Damage Repair Label Color : Orange Benefit: damage Repair Shampoo Variant: Anti dandruff Label Color : Blue Benefit: removes dandruff SUNSILK SHAMPOO 400g 100g 200g 6ml PRICE SUNSILK is the market leader and it therefore sets the market price. SUNSILK SHAMPOO Rs 200 to Rs 300 PKR Rs 150 to Rs 170 PKR 400g Rs 88 to Rs 95 PKR 200g Rs 5 PKR (Sachet) 100g 6ml PLACE SUNSILK available in all †¢ †¢ Small stores Supermarkets †¢ Utility stores †¢ General Stores †¢ Medical stores †¢ Shopping malls PROMOTIONAL ACTIVITIES †¢Door to Door Services †¢One -On -One Selling †¢Special Channel Distribution †¢Road Shows †¢Schools programs †¢Spot Selling †¢Store Intercepts †¢Stall activities †¢In store conversions †¢Television advertisement †¢Product labels †¢Websites †¢Call centers †¢Free washes and gift hampers SEGMENTATION SUNSILK shampoo will be using gender and age as the basis for segmentation. †¢ This segmentation is demographic. †¢ Market age of segmentation of female of age 16-21, then 21-40 and then above 40. TARGETTING †¢ Main target market is Females between age 16-40 but they target the whole market. POSITIONING †¢ When every young adult want to give himself a new look , SUNSILK offers him FAMILY SIZE bottle in 165 PKR. †¢ It changes packing and size to attract new customers DIFFERENTIATION †¢ It does different things like gang of girls. †¢ It offers expertise of hair care experts. The product is relevant among wide masses because of its quality, affordability and constant innovation. †¢ Hierarchy is horizontal so that all the managers have good collaboration with each other that’s why UNILEVERS hierarchy is so much supportive in this regard. SUPPLIER †¢ They have no threat from supplier’s specifically as they have made a contract with suppliers. †¢They gave them raw material like chemical’s other thing’s. MARKET INTERMEDIREIS †¢ As far as financial intermediaries concern, UNILEVER have good name in this matter. They are using old chain with the popularity of their product’s. CUSTOMER †¢ They are well defining with their target market and market segmentation. †¢ Unilever? s product is neither gender specific nor for only one social class. So, we have enough people to cater with. PUBLIC †¢ Public is interested in their product as it may bring a financial interest to our stakeholders and other major factor of this is our media public. †¢ It’s a very good source for them as it lounge under unilever’s company n a very respectable product SUNSILK. The product of UNILEVER (SUNSILK) is not for the specific age, it covers the following area †¢Female †¢Male †¢Kids †¢So the demographic area is huge for that product ECONOMIC †¢ As the social class we cater are economically sound and the product of UNILEVER is give also comfort with respect to prices. NATURAL †¢ Our natural environment is quite sound in this regard. As the raw material we use is nether injurious to health nor damages the environment. †¢So people prefer to use that of product . TECHNOLOGICAL Unilever is using latest technology for making the product and for handing the operations. Technology helps in making the products and fulfilling the demands on time.

Free Essays on Fear Of The Future Control Of The Human Race from The Book “1984“

Fear of the future control of the human race George Orwell’s book entitled â€Å"1984† made me think of how the future control of the Government could easily take over the human race mentally, physically and spiritually. The Government is becoming so immense and physically powerful that some day in the future they would easily be capable of controlling the entire human race. One thing that scares me the most is the rapid increase in technology. Today’s technology is becoming so mind-boggling and dominant and with the Government in such high authority, it wouldn’t be difficult for the Government to use this technology against the human race. The Government would be able to store and access almost all data on computers, they would be able to hide microphones in fabric of clothing and they would be able to place almost invisible video cameras almost anywhere. This is just one of the many fears that George Orwell’s book â€Å"1984† made me realize might occur to the human race in the future just as it did in his book. In this book, Orwell highlighted on some of the fears that many people have for the world that we are creating. The control of the Party that he speaks of is like that of the Nazis of World War II. The only difference between the Nazis and Orwell’s imagined Party is the emotion. The Nazis fell from power because of the emotions of its leader, Adolph Hitler. The Party held up because their leader, Big Brother, was merely an image and had no emotion at all. Within my reading, I encountered many interesting points, both scenes and lines that I remember very clearly. All of these points reflect the type of power that I have to control my life as I know it. From the points that I concentrated on came my own thoughts and fears about what future the human race was able to create. The point that I remember most vividly is the motto of the Party. The motto is: â€Å"Those who control the past control the ... Free Essays on Fear Of The Future Control Of The Human Race from The Book â€Å"1984â€Å" Free Essays on Fear Of The Future Control Of The Human Race from The Book â€Å"1984â€Å" Fear of the future control of the human race George Orwell’s book entitled â€Å"1984† made me think of how the future control of the Government could easily take over the human race mentally, physically and spiritually. The Government is becoming so immense and physically powerful that some day in the future they would easily be capable of controlling the entire human race. One thing that scares me the most is the rapid increase in technology. Today’s technology is becoming so mind-boggling and dominant and with the Government in such high authority, it wouldn’t be difficult for the Government to use this technology against the human race. The Government would be able to store and access almost all data on computers, they would be able to hide microphones in fabric of clothing and they would be able to place almost invisible video cameras almost anywhere. This is just one of the many fears that George Orwell’s book â€Å"1984† made me realize might occur to the human race in the future just as it did in his book. In this book, Orwell highlighted on some of the fears that many people have for the world that we are creating. The control of the Party that he speaks of is like that of the Nazis of World War II. The only difference between the Nazis and Orwell’s imagined Party is the emotion. The Nazis fell from power because of the emotions of its leader, Adolph Hitler. The Party held up because their leader, Big Brother, was merely an image and had no emotion at all. Within my reading, I encountered many interesting points, both scenes and lines that I remember very clearly. All of these points reflect the type of power that I have to control my life as I know it. From the points that I concentrated on came my own thoughts and fears about what future the human race was able to create. The point that I remember most vividly is the motto of the Party. The motto is: â€Å"Those who control the past control the ...

Customer Relationship Management (CRM) in the Hotel Industry Case Study

Customer Relationship Management (CRM) in the Hotel Industry - Case Study Example This paper illustrates that the customer relationship management process also tracks customer behaviors so that you can clearly identify and act on customer motivation that is unique to your client base†. To nurture the stability of a hotel in today’s global market, managers need to respond effectively to the changes in CRM that have taken place in the last couple of decades in order to remain connected with the customers. As Roberts states, â€Å"in the 1990's companies began to improve on Customer Relationship Management by making it more of a two-way street†. Let us discuss how hotel industry has taken a shift since the 1990s until now both in terms of consumers and marketplace. Hotel industry all over the world has taken a major shift since the 1990s. If we talk about the changes with respect to consumers, we can say that hotel industry has changes changed significantly. For example, earlier managers of the hotels used to prepare a limited range of food items that could satisfy the needs of local people. However, after the 1990s the trend of immigration started finding a strong place all over the world, which resulted in grouping different cultures together. This change forced managers of hotels to prepare a wide range of food items to satisfy the needs of people belonging to different cultures. Another change that has taken place is regarding communication with the customers. Earlier, managers hardly used to focus on maintaining a communication link with the customers. They only focused on providing some limited services to the customers. However, from the last couple of decades managers have started focusing on developing long-term relations with the customers. Therefore, they have started reaching the customers through different channels to establish a strong customer/hotel relationship. Changes With Respect To Marketplace Before 1990s, hotel industry was not so big and evolving as it is today. For example, at that time the idea of opening franchises in other countries was not very gripping and trendy. Managers of hotels used to focus their attention towards the consumers living in any particular area or location. They used to prepare the food of the choice of the consumers of some particular locations. Moreover, they used to market new food items and meals in some particular locations. After 1990s, the idea of opening international branches started to find a solid grip making managers of many hotels think towards going global. This idea also brought up many other changes in the hotel industry. For example, managers of hotels have started marketing their products and services to international consumers in order to attract them. â€Å"The 90s truly saw CRM technology and software evolve out of simple database marketing† (Koble n.d.). Answer B: Let us now discuss the ways the above-mentioned changes in the hotel industry with respect to consumers and marketplace would have influenced Summer Palace’s CRM strategy and practices. Meeting the Needs of Diverse Customer Base First major change in the hotel industry is the culturally diverse customer base. As Summer Palace hotels are currently operating in more than 50 countries around the world, its management authorities has implemented such CRM strategy, which meets the needs of all types of customers. The reason behind this strategy is to satisfy the