MKT 571 Week 3
Segmentation and Target Market Assignment
Stacie Okuda
MKT 571
July 27, 2014
William Riecken
Unilever
Unilever is an international conglomerate consisting of over 400 brands in several different markets. From creating brands to mergers with other companies, Unilever is dominating many markets by offering thousands of products to different consumers. This research will discuss the history, market segmentation, and the target markets of Unilever.
History
In the 1890's, William Hesketh Lever created an idea for Sunlight Soap, which became the revolutionary in England which promoted cleanliness and hygiene in households. During this time when Lever & Co. start to thrive, they start expanding into other countries. Many other companies, like Lever’s company, were well established brands that did well on their own during this time. In the 1920’s, after the First World War, many companies met with each other intending to stop production of similar products and competition amongst each other. Through these negotiations, these companies decide to merge to create a company that all brands will be able to take a larger piece of the market ("Unilever," 2014).
Unilever formed in the 1930’s and went through trials because of the Great Depression and the Second World War. During this time, Unilever rationalized its position in the market and started diversifying into different markets. In the 1970’s, the economy fell and inflation was high which made it difficult companies ("Unilever," 2014). The 1980’s became a reorganizing time for Unilever. Between the 1980’s and 1990’s, the company decides to focus on the core products and brands and sells or withdraws from two-thirds of the brands they incorporated. This time also allows Unilever to expand into other countries.
In the 2000's, Unilever created a five-year plan that focused on the needs of the consumers in the 21st century. According to "Unilever" (2014), the company changed its corporate vision to, "working to
Stacie Okuda
MKT 571
July 27, 2014
William Riecken
Unilever
Unilever is an international conglomerate consisting of over 400 brands in several different markets. From creating brands to mergers with other companies, Unilever is dominating many markets by offering thousands of products to different consumers. This research will discuss the history, market segmentation, and the target markets of Unilever.
History
In the 1890's, William Hesketh Lever created an idea for Sunlight Soap, which became the revolutionary in England which promoted cleanliness and hygiene in households. During this time when Lever & Co. start to thrive, they start expanding into other countries. Many other companies, like Lever’s company, were well established brands that did well on their own during this time. In the 1920’s, after the First World War, many companies met with each other intending to stop production of similar products and competition amongst each other. Through these negotiations, these companies decide to merge to create a company that all brands will be able to take a larger piece of the market ("Unilever," 2014).
Unilever formed in the 1930’s and went through trials because of the Great Depression and the Second World War. During this time, Unilever rationalized its position in the market and started diversifying into different markets. In the 1970’s, the economy fell and inflation was high which made it difficult companies ("Unilever," 2014). The 1980’s became a reorganizing time for Unilever. Between the 1980’s and 1990’s, the company decides to focus on the core products and brands and sells or withdraws from two-thirds of the brands they incorporated. This time also allows Unilever to expand into other countries.
In the 2000's, Unilever created a five-year plan that focused on the needs of the consumers in the 21st century. According to "Unilever" (2014), the company changed its corporate vision to, "working to