Professional Documents
Culture Documents
INTRODUCTION................................................................................... 1
1.0
1.1
1.2
1.3
1.3.1
Strength....................................................................................... 4
1.3.2
Weakness..................................................................................... 5
1.3.3
Opportunities................................................................................6
1.3.4
Threats........................................................................................ 7
MARKETING........................................................................................ 8
2.0
2.1
Target Audiences.................................................................................. 9
2.2
Positioning....................................................................................... 10
2.2.1
Positioning Concept.....................................................................11
2.2.2
2.3
Marketing Objectives..........................................................................12
2.4
Marketing Mix..................................................................................13
2.4.1
Product..................................................................................... 13
2.4.2
Price........................................................................................ 13
2.4.3
Place........................................................................................ 13
2.4.4
Promotion..................................................................................13
ADVERTISING................................................................................... 14
3.0
3.1
Advertising Objectives........................................................................15
3.2
Advertising Planning...........................................................................16
3.2.1
Message Strategy.........................................................................16
3.2.2
Creative Strategy.........................................................................17
3.2.3
Media Strategy............................................................................18
3.3
Designs........................................................................................... 19
1
3.4
Budget............................................................................................ 22
3.5
Timeline.......................................................................................... 24
4.0
Evaluation.......................................................................................... 25
5.0
Bibliography....................................................................................... 27
6.0
Appendix............................................................................................ 30
1.0 INTRODUCTION
1.1
In 1947, the Lever Brothers established their company in Malaysia with a soap and
margarine manufacturing plant located in Bangsar. All these year, the company has
been growing along with Malaysian economic, social and political development. In
1994, Lever Brothers finally adopted the global brand name, Unilever, with 70%
owned by Unilever PLC (UK), 23% by Pemodalan Nasional Berhad(PNC) and 7% by
Lembaga Tabung Haji.
All these years, Unilever (M) Sdn. Bhd. expanded their business into various
fields, ranging from nutrition to personal care products. Unilever has always been the
key player in the food and household industry. Today, Unilever is not just any brand
but a brand that comes first in the mind of any household consumers, in other words,
Unilever is a consumers first choice of purchase. In order for them to achieve such
success, they understand that understanding consumers needs is crucial and of course
the local markets culture as well, for their growth. However, in their effort in
understanding all these, Unilever faced difficulties in meeting the complex cultural
nuances and through their sensitive responds, they are able to reap what they sow.
Through their efforts they have gain brand awareness amongst consumers nationwide.
Unilevers effort brought some top brands in the market, such as, Dove, Lux,
Clear, Lifebuoy, Ponds, Breeze, Ekonomi Handalan, Sunsilk, Fair & lovely, Rexona,
Walls, Lipton, Knorr, Ladys Choice and Planta. All these brands have assisted them
in achieving their mission, Our mission is to add Vitality to life. We meet every day
needs for nutrition, hygiene and personal care with brands that help people look good,
feel good and get more out of life.. Unilever understands the importance and
multiple definitions of Vitality to various people and hence, they introduced these
products to the market where vitality is put at first and their unique selling point.
1.2
1.3
1.3.1
Strength
Unilever is a globally and locally known strong brand. In Malaysia, it has over 60
years of history and hence they gain consumers trust and reputation along the way.
They are one of the trusted names in nutrition, hygiene and personal care products
across 150 countries. Their products are now part of our daily life necessities in
home. Thus, with their reputations, they have gained household awareness status
(Unilever (M) Sdn Bhd, 2011).
For a manufacturing company, distribution and logistics are crucial factors.
For Unilever, they have good distribution channels. They are able to shelf their
products in big retail players like GCH Retail (M) Sdn. Bhd. (Giant), Tesco Sdn.
Bhd., Magnificient Diagraph Sdn. Bhd. (Carrefour). Big retailers like Giant, Tesco
and Carrefour, they have retail stores nationwide, and this hence makes Unilevers
products easily accessible. Apart from that, their products are also available through
wholesalers. They currently are working with several wholesalers from different
states, examples are, Teong Moh Trading Sdn. Bhd., Bee Seng Huat Enterprise Sdn.
Bhd., Fimmex Trading Sdn. Bhd., Sykt. Sima Trading, Penampang Enterprise Sdn.
Bhd., Victory Trading and more (Unilever (M) Sdn Bhd, 2011).
1.3.2
Weakness
Regardless of their brand strength, Unilever still has their own weaknesses, for
instance, their lack of competitiveness in the price wars among other mature players
in the food industry. This can be seen in their recent annual sales growth rate in their
food brand portfolio. Among players like Nestle and Danone, Unilever is ranked at
third with 3.8% of sales growth while the previous two has higher growth, 5.7%
(NSRGY.PK) and 7.0%(GPDNF.PK) respectively (Adam, 2010).
1.3.3
Opportunities
1.3.4
Threats
Like any other companies, regardless of their industries, Unilever does face their own
threats. Earlier this year, Unilever is threatened by the fluctuation in commodity
prices. According to Mr. Polman, CEO of Unilever, they can withstand the burden of
increasing commodity price if they pass on the inputs cost is passed on to consumers
(The Hindu Business Line, 2011).
Another threat for Unilever is the increasing number of players in the market.
In the past few decades, Unilevers competitor might only be big firms like Nestle and
Danone, however, recent years, private labels are introduced. The emergence of
private labels is a threat to all players of their own respective industry. Private label
products are priced so low and soon become consumers preferences. Hence, now
Unilever is not only competing with the aforementioned competitors but also strong
retailers like Tesco, Carrefour, Giant and more (Nigel, 2008).
2.0
MARKETING
2.1
Target Audiences
2.2
Positioning
HIGH
INVOLVEMENT
THINKING
Informative
strategies
FEELING
for Affective strategies
that
for
provide
benefits
affect,
and For
example,
cosmetics,
that
are
strategies
decision
routine affect,
cognition).
lollies,
For
biscuits,
etc.
For Unilevers Walls Ice-cream, it is located at the 4 th quadrant of the grid, where
consumers gain the final self-satisfaction after consuming the ice-cream and whereby
involvement is very low, in other word, theres not much decision making required
prior to the consumption.
10
2.2.1
Positioning Concept
Healthy
Tasty
Fun
Refreshing
2.2.2
Nestle
Nutrition Values
Taste
Walls
Ice-cream
Quality Control
The current new Walls Hearts Ice-cream will be positioned as the most preferred
choice by consumers which focus on Nutrition Values and Quality Control.
Quality is the vital ingredient of Walls brand. Walls has been performing well due to
their high quality standards. The ice-cream can either be consumed as leisure food or
party food snacks. The plus point of this new ice-cream is that consumers will not
have to worry about their health while consuming this ice-cream. Few of the benefits
of this ice-cream is that its low in fat, high in carbs, and rich in probiotics (Anne,
2010).
11
2.3
Marketing Objectives
Increase Unilevers food products sales volume and market share from 3.8% to 8.0%
and strive to be the leader among competitors like Nestle and Danone by end of 2012
12
2.4
Marketing Mix
2.4.1
Product
Walls ice-cream can be categorized into a few categories, premium, kids, family
oriented and affordable. In terms of flavours, they focused on three main flavours,
chocolate, vanilla and fruits (Unilever, 2010). The introduction of Walls Heart is an
ice-cream with vanilla and fruits flavouring. The product is supposed to give a
tropical and refreshing feeling.
2.4.2
Price
Walls can use a combination of value-based and psychological pricing method. The
value given to consumers is the nutritional value. As for the psychological pricing
method, we are going to price the new Walls Heart at a range par with Cornetto icecream.
2.4.3
Place
Walls distribution network is wide and easily available in major retail store, sundry
shop and hypermarkets. Walls distribute their products through their mother
company, Unilever. This made distribution easier as retailers can also purchase Walls
products at the same time (Food & Beverage: Foodstuff, Drinks, F & B Supplies,
Ingredients, Cutlery, Crockery & Catering Equipment, 2011).
2.4.4
Promotion
Walls is going to promote their product through mass-media such as TV, Out-ofhome media and adverts. In addition, Walls will also use free sampling to promote its
product. For its new product, Walls uses promotion tools such as magazines, radio,
retail media and newspaper.
Besides, we are also going to do road shows in Universities and Colleges to promote
our new ice-cream to youngsters (Please refer to appendix for image sample).
13
3.0
ADVERTISING
14
3.1
Advertising Objectives
Awareness
Interest
Desire
Action
Looking at the movement towards action chart, we can simply break the 4 steps into 3
realms.
15
3.2
Advertising Planning
3.2.1
Message Strategy
Emotional Appeals
Joyous and love appeals
The execution of the above mentioned appeals are through slice-of-life, lifestyle and
dramatization execution techniques.
16
3.2.2
Creative Strategy
3.2.2.2
Lifestyle
Lifestyle execution technique shows how well the product will fit in with consumers
lifestyle.
Message to be conveyed: Walls Heart, your heart-loving ice-cream.
17
3.2.3
Media Strategy
For this execution method, we are going to use video clips, and media to be used are
website and TV commercials.
3.2.3.2 Lifestyle
For lifestyle execution method, we are going to use printed ads. For this strategy we
are going to use the advertisement mounted in 7-11 stores and trains.
18
3.3
Designs
19
20
21
3.4
No.
1.
2.
Budget
Item
Floor Stopper
In-Train Panels (STAR LRT)
3.
4.
(PUTRA LRT)
7-11 Advertising ( Wall sticket
5.
on fridge)
TV Commercials
6.
(NTV7/20secs)
TV Commercials (8TV/20secs)
7.
8.
TV Commercials (9TV/20secs)
TV Commercials (TV3/20secs)
Price per
Quantity
Total (RM)
Unit (RM)
400/cycle
2 cycles x
32,000
85/month
40 stores
3 months
5,100
130/month
x 20 trains
3 month x
7,800
250/month
20 trains
2 months
250,000
700/filmlet
x 50 stores
15 filmlets
73,500
700/filmlet
x 7 days
15 filmlets
73,500
700/filmlets
x 7 days
15 filmlets
73,500
700/filmlets
x 7 days
15 filmlets
73,500
x 7 days
Subtotal
+) Govt. Tax (6%)
Grand Total
588,900
35,334
624,234
22
Inclusive of actor/actresses
RM 100,000
designs.
Printing for printed ads.
Booth preps for
RM 15,000
RM 5,000
Roadshows
Grand Total RM 120,000
** Road shows held at: Taylor UC, Inti UC, Sunway UC, Segi College, Monash University and UTAR.
23
3.5
Timeline
24
4.0
Evaluation
25
26
5.0
Bibliography
27
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Demographics of Malaysia. (2010). Retrieved March 21, 2011, from International
Osteoporosis Foundation IOF:
http://www.iofbonehealth.org/download/osteofound/filemanager/publications/
pdf/Asian-audit-09/8-2009-Asian_Audit-Malaysia.pdf
Food & Beverage: Foodstuff, Drinks, F & B Supplies, Ingredients, Cutlery, Crockery
& Catering Equipment. (2011). Retrieved April 5, 2011, from MALAYSIA
CENTRAL: http://www.mycen.com.my/malaysia/food_beverage_02.html
Adam, V. (2010, September 8). Unilever: Even With Transformation, Weaknesses Still
Exist in Product, Pricing and Earnings Arenas. Retrieved March 23, 2011,
from Seeking Alpha: http://seekingalpha.com/article/224274-unilever-evenwith-transformation-weaknesses-still-exist-in-product-pricing-and-earningsarenas
Anne, J. (2010, May 10). Benefits of Frozen Yogurt. Retrieved March 20, 2011, from
Livingstrong.com: http://www.livestrong.com/article/120017-benefits-frozenyogurt/
Fleck, L. (1997, May-June). Malaysias diverse cultures offer challenges to importers.
AgExporter, 9, 21(3).
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Planning Guide Malaysia 2010. Malaysia: Perception Media Sdn. Bhd.
Kashmira, L. (2010). Culture of Malaysia. Retrieved March 21, 2011, from
Buzzle.com: http://www.buzzle.com/articles/culture-of-malaysia.html
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http://www.khas.com.my/khas/index.php?categoryID=240
28
Lowyat.NET. (2011, Jan 7). Jusco vs Carrefour vs Giant vs Tesco V1, Which you visit
most? Retrieved March 20, 2011, from lowyat.NET:
http://forum.lowyat.net/topic/1703633
MarketingTeacher.com. (2011). Pricing Strategies. Retrieved March 3, 2011, from
Marketing Teacher.com: http://marketingteacher.com/lesson-store/lessonpricing.html
Nigel, H. (2008). The threat of private label. Retrieved April 2, 2011, from The
Global Brand: http://www.theglobalbrandonline.com/localsuccess/retail/private-label/
Organization, W. H. (2004, May 24-27). Food Safety Legislation in Malaysia.
Seremban, Seremban, Malaysia.
sam4suchi. (n.d.). Retrieved March 4, 2011, from Scribd:
http://www.scribd.com/doc/918211/Maggie
Subhavna. (n.d.). Nestle SWOT analysis. Retrieved March 3, 2011, from Scribd:
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The Hindu Business Line. (2011, March 8). Unilever unfazed by increase in input
costs. Retrieved March 20, 2011, from The Hindu Business Line:
http://www.thehindubusinessline.com/industry-andeconomy/marketing/article1520663.ece?homepage=true
Unilever (M) Sdn Bhd. (2011). Unilever. Retrieved February 22, 2011, from
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http://www.unilever.com.my/aboutus/introductiontounilever/
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http://www.walls.com.my/products.htm
Wiggins, J. (2006, May 5). Unilever's weakness disappoints FOOD PRODUCERS.
LONDON 1ST EDITION, p. 21.
29
6.0
Appendix
30