Essay About Male Teens Of Middle Class And K.Personal Care

About the Company – Case Study – MANUEL GONZÁLEZ
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About the companyIn 1890 in the United Kingdom, Lever Brothers, a company which specialises on the soap industry was founded. Over time, Lever Brothers increased its company size by acquiring several small businesses, but it was not till 1929 that Lever Brothers merged with Margarine Unie, a Dutch margarine company that was created just two years before this agreement, to create Unilever.The culture and the values of this firm were stated clearly since the beginning and have remained constant over time. “To make sustainable living something daily” is the common goal shared by all the goods that Unilever produces and sells every day.Product categoriesMore than 2000 people use Unilever products on a daily basis. The company produces and sells products under the name of more than 400 brands and it divides its product portfolio into the following categories:Food and drink: Hellmann’s, Knorr, Lipton, Maizena, Savora, Cica, McColin’s and Ri·k.Personal care: Axe, Dove and Dove Men, Lifebuoy, Lux, Moussel, Pepsodent, Rexona, Sedal co-creations, Clear, Impulse, Livopen, Pond’s, Suave, Vasenol and Williams.Home care: Comfort, Omo, Ala, Brilhante, Cif, Drive, Livopen, Rinso, Skip, Vim, Vivere, Cuñataí and Nevex.We will focus on the product category related to shower gels inside Personal care, so we will analyse the brands Axe, Dove, Moussel and Williams. Unilever is using different brands and varieties in this product category to satisfy the needs of the different segments of the market, combining “what’s needed” with “what’s possible”. They are reaching the maximum number of segments by aligning one brand with one segment, by doing so, they manage to target the maximum number of segments possible.Segments targeted and positioning strategy (STP – Segmentation / Targeting Segment / Positioning)PRODUCT LINESEGMENTATION TARGET SEGMENTPOSITIONINGAXEPsychographic (Lifestyle)Demographic (Age, Gender, Income)Behavioural (Frequency of use)Male teens of middle class who like to take care of their skin and feel identified with the identity of the brand: woman attractionThe leader gel for teen and modern menDovePsychographic (Lifestyle)Demographic (Age, Gender, Income)Behavioural (Frequency of use)Teens and female adults of middle class who like to take care of their skin and that look for a quality, affordable shower gelA product for all women to make them feel more confident about themselvesMousselPsychographic (Lifestyle)Demographic (Family structure, Income)Behavioural (Frequency of use)Families with a classic lifestyle and which prefer traditional productsA traditional shower gel for the whole familyWilliams IcePsychographic (Lifestyle)Demographic (Age, Gender, Income)Behavioural (Frequency of use)Early adults of middle-high class, who care about the protection of the skin and search the sensation of freshness.The perfect shower gel to take to the gym, as it is three in one (shampoo, body and face gel)        Targeting and positioning strategies implemented by the main competitors’ brandsPRODUCT LINEMAIN COMPETITOR’S BRAND AXEOld Spice Shower Gel (P&G)DoveNivea (Beiersdorf AG)MousselLactovit (AC Marca)Williams IceGillette Body Wash (P&G)The response of the different brands to the market trends done by Unilever and its main competitors is quite similar.The main competitor of Axe is Old Spice by Procter & Gamble. P&G has chosen to target teen and early male adults of low class who want to smell good but do not care a lot about the health of their skin, by implementing a positioning strategy based on becoming the shower gel for authentic, confident and successful young men.

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“About the Company” EssaysForStudent.com. 02 2019. 2019. 02 2019 < "About the Company." EssaysForStudent.com. EssaysForStudent.com, 02 2019. Web. 02 2019. < "About the Company." EssaysForStudent.com. 02, 2019. Accessed 02, 2019. Essay Preview By: MANUEL GONZÁLEZ Submitted: February 26, 2019 Essay Length: 1,050 Words / 5 Pages Paper type: Case Study Views: 299 Report this essay Tweet Related Essays Importance of Organizational Behavior, Affect on Company The Importance of Organizational Behavior and its Affect on the Company. Discuss how the study and practice of organizational behavior can make a difference, if 1,697 Words  |  7 Pages Suzuki Motor Company Market Strategy Analysis Analysis of marketing strategy of Suzuki Motor Company, Ltd. (Suzuki) Company Background: Michio Suzuki founded Suzuki Loom Works, a privately owned loom manufacturing company, in 3,163 Words  |  13 Pages Nike Marketing Strategies and Current Company Status Who would have imagined it? After years on top, Nike suddenly looks like a world-class marathoner who, in midrace, questions whether he's got what it 726 Words  |  3 Pages Style Analysis of "the Company Man" Style Analysis of "The Company Man" In "The Company Man," the main character, Phil, literally works himself to death after decades of hard work and 418 Words  |  2 Pages Revenue Recognition Policies - Aerosonic Corporation and Esco Electronics Company Justin Denman Accounting and Auditing Processes March 4, 2000 Writing Assignment #1 Revenue Recognition Policies The purpose of this paper is to compare the revenue 2,660 Words  |  11 Pages Similar Topics Foxmeyer Drug Company Case Nakamura Lacquer Company Get Access to 89,000+ Essays and Term Papers Join 209,000+ Other Students High Quality Essays and Documents Sign up © 2008–2020 EssaysForStudent.comFree Essays, Book Reports, Term Papers and Research Papers Essays Sign up Sign in Contact us Site Map Privacy Policy Terms of Service Facebook Twitter