Soaps Survey

Topics: Soap, Unilever, Palm oil Pages: 17 (5558 words) Published: January 9, 2013
Marketing Mix of Unilever Soaps |
Product Category: Soap|
Three categories of soaps taken i-e LUX, Lifebuoy, DOVE.|

Table of Contents
Unilever’s Corporate Purpose5
Unilever’s Growth Priorities5
Consumer Product Market5
Unilever’s Products7
Target Market:9
History of Lifebuoy:10
Lifebuoy on a Mission10
The Way Forward10
History of Dove12
Dove Bar Ingredients:12
Unilever Promotion20


Unilever is one of the world’s leading suppliers of fast- moving consumer goods. We aim to provide people the world over with products that are good for them and good for others. Vision

Unilever’s Corporate Purpose
* Deep roots in local cultures and markets around the world gives Unilever a strong relationship with consumers and are the foundation for future growth. They hope to bring their wealth of knowledge and international expertise to the service of local consumers – a truly multi-local multinational. * Unilever believes that long-term success requires a total commitment to exceptional standards of performance and productivity, to working together effectively, and to a willingness to embrace new ideas and learn continuously. * To succeed also requires, Unilever believes, the highest standards of corporate behavior towards everyone they work with, the communities they touch, and the environment on which they have an impact. This is Unilever’s road to sustainable, profitable growth, creating long-term value for shareholders, our people, and our business partners. Unilever’s Growth Priorities

Ambition: To win share and grow volume in every category and country. * Winning with brands & Innovation
* Winning with people
* Winning in the marketplace
* Winning through continuous improvement
Consumer Product Market
By and large in the consumer product markets that prevail all over, products are defined in terms of the buying behavior of shoppers. Following three are the major categories defined; * Convenience goods

* Shopping goods
* Specialty goods
Convenience goods, usually the edible food items, are known to be purchased often, quickly, and with little comparison or effort. On the other hand shopping goods involve product comparisons on such bases as quality, price, style and suitability like for example if you go out to purchase a television set, you’ll definitely take into account whether you want an LCD or an LED or even Plasma maybe; other than this you would be making a mental analysis in your head as to whether your last reviews about a particular brand say Samsung or Song or LG was good or bad and likewise you would be narrowing down your list of choice. Lastly specialty goods possess unique attributes for which a significant group of buyers is willing to make a special effort; an example maybe of Mercedes or any sports car or any luxury item for that matter. These shopping characteristics, in turn, determine marketing mix emphasis for each product type. For example, in our case of the chosen product category soap which comes underneath the head of convenience good; the often impulsive nature of purchases puts stress on the “place” element to make sure these products are widely available and highly visible.

1. Product

Product: A product is more than something with physical characteristics. In a very narrow sense a product is set of tangible physical assembled in an identifiable form. From the perspective of a marketing manager a new product can be anything management believes to be new, usually categorized as a major...
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