Unilever case study

Thèmes abordés

Unilever - Price - Promotion - lower market segment - lower incomes - TV commercials

Résumé du document

-Leave existing brands as it is
-Coupons for larger packaging
-More affordable, lower costs for Unilever
-Penetrate the lower market segment without falling prey to the "cheap" perception
-Clean, clear, consistent message with product
-Cheaper option backed by technologies of higher end -Unilever products
-Cheaper option aimed at lower incomes with all the technologies used in high end products
-TV message needs to match in-store message
-Use key observations to appeal to low income customers in TV commercials
-Pleasurable activity
-Smells great
-Removes stains with absence of residue
-Treat it almost as a separate brand