FIGURE 1.0 SPACE MATRIX
In the SPACE analysis, Unilever ought to continue to occupy the Aggressive position because of the strong Financial Strength (FS) and Industry Strength (IS). The financial position is strong and sales have increased although the slim fast product has not been performing well as it still is profitable and can support this position. This is a good position to maintain for them to continue as market leaders in food and home-care industry.
Competition – The core values of Unilever quality, affordability and service came under the greatest attack, not from critics, but from competitor, Danone, Novartis, Nestles and Kraft Foods Marks and Spencer’s MARKETING MIX AUDIT
Price – Unilever has concentrate on all classes of customers, it has continued value-pricing strategy and the company uses a similar ‘outstanding value’ campaign across America, Europe and Latin America.
Products - Unilever a multi-brand names, such as Knorr, Birds’eye, Dove and several others. The brand names have a wide range of products and reputation of high quality products. By selling only one brand, Unilever is in the unique position of being able to insist on the same high standards. Unilever has a wide range of frozen foods, teas, ice-creams laundry soaps, bathing soaps to name but a few. It is also dedicated to providing people with access to the best information about food and nutrition so they can make informed choices about their diet, which is vital to well being.
Promotion – Currently promotion at Unilever is by advertising basically on assumption on TV and online and bill board. There is limited to Word of mouth. Emphasis is on quality and values alone.
Unilever distribute their products through intermediaries which range from retailer large super stores like Asda, Boots, Safeway now Morrison, wholesalers and various corner shops as well as off licence stores on the streets of cities of various...
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