Term Paper: Brand Strategy of Unilever

Sample Term Paper

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This is a random excerpt from a term paper on the brand strategy of Unilever. Unilever focused on the fact that the that 95% of population increase in the world will occur in the developing world, and even as 355% of all the revenues of the organisation came from the developing world, and since in this area Unilever had a strong presence therefore it stood to gain tremendously from it. Marketing more products in these countries not only boosted revenue but also led to customer loyalty that in turn led to a more strategic development.

Unilever focused on the fact that the that 95% of population increase in the world will occur in the developing world, and even as 355% of all the revenues of the organisation came from the developing world, and since in this area Unilever had a strong presence therefore it stood to gain tremendously from it. Marketing more products in these countries not only boosted revenue but also led to customer loyalty that in turn led to a more strategic development. To cater to the developing countries’ local requirements, the organisation searched for new alternatives in terms of packaging and pricing strategies like single use shampoo sachets and small sized soap bars. These items could be bought one at a time from a very limited budget. There was and still is a lot of emphasis on the local market surveys to understand the economic conditions in these countries and to make sure that the marketing strategy is in line with the local domestic needs. For example Organics was introduced initially in Thailand but today it is marketed in over 40 countries. Similarly Hindustan Lever—the Indian subsidy has been able to capture the Indian hair care market and become its market leader. (Data Monitor, 2008)

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