Case report Unilever in Brazil‚ Part II (1997-2007) Marketing Strategies to conquer North Eastern market Group: NAKED Members: Nico Schwendinger Alexandra Klopf Konstanze Horak Elif Kurtulus David Muhr Date: 28 November 2009 Table of contents 1 Introduction 3 2 Problem Statement 3 3 Alternatives 3 3.1 Turn something old into something special 3 3.2 Mix & Mingle to form something new 4 3.3 Keep it simple! 5 4 Issues 5 4.1 How does the
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Every business has stakeholders involved. A stakeholder is anyone who has a claim in some way to a company’s products‚ operations‚ markets‚ industry‚ and outcomes (Ferrell‚ Fraedrich‚ Ferrell 31). Some stakeholders are more involved than others. Members that are needed for the company to maintain are referred to as primary stakeholders‚ whereas others are called secondary stakeholders. Primary stakeholders can be identified as employees‚ customers‚ investors‚ and shareholders and can also be governments
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Unilever Brazil: Case Write-Up on Marketing Strategies for Low-Income Consumers Questions 1.Should Unilever target the NE segment? Is the segment attractive and can Unilever compete? What are the pro’s and con’s? According to the Unilever Brazil case‚ Unilever already had an 81% share of the Brazil detergent market which far exceeds than its strong competitor Procter& Gamble’s 15% share. However‚ it is facing a real threat that P&G Brazil may draw on worldwide R&D and marketing
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Stakeholders A stakeholder is a person‚ group or organization that has interest or concern in an organization. Stakeholders can affect or be affected by the organization’s actions‚ objectives and policies. There is two different types of stake holders‚ these are internal and external. Internal stakeholders are people who are on the inside of the business that already serve the organisation‚ these include staff‚ managers‚ board members etc. external stakeholders are from outside of the company but
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Report Introduction and Overview Hindustan Unilever Hindustan Unilever is India’s largest FMCG (Fast Moving Consumer Goods) Company. It is working in India since 75 years. It has 35 brands with 20 distinct categories like soaps‚ detergents‚ skin care‚ toothpastes‚ tea and coffee‚ water purifiers‚ etc. It has around 16000 employees in the firm and its turnover was around ₹21‚736 crores in 2011-12. Unilever has 52% share holding in HUL. Some of its brands include Lifebuoy
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STAKEHOLDER THEORY: A LIBERTARIAN DEFENSE R. Edward Freeman and Robert A. Phillips Abstract: The purpose of this paper is to suggest that at least one strain of what has come to be called "stakeholder theory" has roots that are deeply libertarian We begin by explicating both "stakeholder theory" and "libertarian arguments " We show how there are libertarian arguments for both instrumental and normative stakeholder theory‚ and we construct a version of capitalism‚ called "stakeholder capitalism
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COMPANY’S INTRODUCTION HISTORY Unilever was created in 1930 by the amalgamation of the operations of British soap maker Lever Brothers and Dutch margarine producer Margarine Unie‚ a merger as palm oil was a major raw material for both margarines and soaps and could be imported more efficiently in larger quantities. In the late 19th century the businesses that would later become Unilever were among the most philanthropic of their time. They set up projects to
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Unilever is a solid leader in the Brazilian detergent powder market with an 81% market share. Laercio Cardoso must decide: (1) whether Unilever should divert money from its premium brands to target the lower-margin segment of low-income consumers; (2) whether Unilever can reposition or extend one of its existing brands to avoid launching a new brand; and (3) what price‚ product‚ promotion‚ and distribution strategy would allow Unilever to deliver value to low-income consumers without cannibalizing
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Hindustan Unilever Hindustan Unilever Limited (HUL) is an Indian consumer goods company based in Mumbai‚ Maharashtra. It is owned by Anglo-Dutch company Unilever which owns a 67% controlling share in HUL. HUL’s products include foods‚ beverages‚ cleaning agents and personal care products. HUL was established in 1933 as Lever Brothers and‚ in 1956‚ became known as Hindustan Lever Limited‚ as a result of a merger between Lever Brothers‚ Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd
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Executive Summary Unilever is assessing whether to enter the low-income NE market. Our analysis shows that there is a profitable opportunity to offer detergent powder to low-income customers living in Northeast Brazil and capture market share in a high-margin‚ high-growth market. We recommend that the firm keeps the existing brands but deploy a horizontal extension of the Campeiro brand - adding better scent / softness and utilizing specialty distribution network‚ thereby marginalizing Invicto
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