Adding value assignment on Lynx
Table of Contents
Abstract
The following report aims to add value to a product of Unilever, Lynx. Prior to this the company, its market place and customer base will be briefly discussed with an extensive analysis on one of its products through the use of the value chain diagram. Implementation of the changes to be made, costs of the product and costs to the company will be discussed. Upon completing this the overall perceived value of the changes will be forecasted.
Introduction
The Unilever Company is a worldwide company with estimated value shy of £74 billion [1]. The company is primarily a consumer goods company (third biggest in the world [2]) with over 170,000 employees [3] and a 2013 annual turnover of just over £41 billion [3]. With over 400 brands, the company has branched out into numerous marketplaces ranging from food, to domestic cleaning to personal healthcare. Some of the more well-known brands include PG tips, Persil, Lynx (known as AXE in the US), Hellmann’s and Slim-fast [4]. With such a wide variety of products the customer base depends entirely on the chosen brand and sales location and it is expected that the customer base for the company are both genders all ages and backgrounds. With relation to the Lynx product in the UK, as shown below in figure 1, the male to female ratio usage of body sprays is nearly two to one, with females exceeding the use in deodorants, most likely due to the use of perfumes in place of body sprays. It should be noted that Lynx also has a 52% of the body-spray market [5]. Additionally the use of deodorants is mostly common practice amongst people aged 25 and below, with less use in increasing age [6].
As previously mentioned Unilever is a worldwide company which turnover billions of pounds in multiple countries. The greatest increase in market over the past has been in Asia with the most turnover in terms of product being in personal care as shown in figure 3 below.
Abstract
The following report aims to add value to a product of Unilever, Lynx. Prior to this the company, its market place and customer base will be briefly discussed with an extensive analysis on one of its products through the use of the value chain diagram. Implementation of the changes to be made, costs of the product and costs to the company will be discussed. Upon completing this the overall perceived value of the changes will be forecasted.
Introduction
The Unilever Company is a worldwide company with estimated value shy of £74 billion [1]. The company is primarily a consumer goods company (third biggest in the world [2]) with over 170,000 employees [3] and a 2013 annual turnover of just over £41 billion [3]. With over 400 brands, the company has branched out into numerous marketplaces ranging from food, to domestic cleaning to personal healthcare. Some of the more well-known brands include PG tips, Persil, Lynx (known as AXE in the US), Hellmann’s and Slim-fast [4]. With such a wide variety of products the customer base depends entirely on the chosen brand and sales location and it is expected that the customer base for the company are both genders all ages and backgrounds. With relation to the Lynx product in the UK, as shown below in figure 1, the male to female ratio usage of body sprays is nearly two to one, with females exceeding the use in deodorants, most likely due to the use of perfumes in place of body sprays. It should be noted that Lynx also has a 52% of the body-spray market [5]. Additionally the use of deodorants is mostly common practice amongst people aged 25 and below, with less use in increasing age [6].
As previously mentioned Unilever is a worldwide company which turnover billions of pounds in multiple countries. The greatest increase in market over the past has been in Asia with the most turnover in terms of product being in personal care as shown in figure 3 below.