Contents

1.0 1.1 1.2 1.3 INTRODUCTION ................................ ................................ ................................ ..... 1 About Unilever (M) Sdn. Bhd. ................................ ................................ ............... 2 Brands of Unilever (M) Sdn. Bhd. ................................ ................................ .......... 3 Competitive Analysis SWOT ................................ ................................ .............. 4 Strength................................ ................................ ................................ .......... 4 Weakness................................ ................................ ................................ ........ 5 Opportunities ................................ ................................ ................................ . 6 Threats ................................ ................................ ................................ ........... 7

1.3.1 1.3.2 1.3.3 1.3.4 2.0 2.1 2.2

MARKETING ................................ ................................ ................................ ........... 8 Target Audiences ................................ ................................ ................................ ... 9 Positioning ................................ ................................ ................................ ........... 10 Positioning Concept ................................ ................................ ..................... 11 Unique Selling Point................................ ................................ ..................... 11

2.2.1 2.2.2 2.3 2.4

Marketing Objectives ................................ ................................ ........................... 12 Marketing Mix ................................ ................................ ................................ ..... 13 Product ................................ ................................ ................................ ........ 13 Price ................................ ................................ ................................ ............ 13 Place ................................ ................................ ................................ ............ 13 Promotion ................................ ................................ ................................ .... 13

2.4.1 2.4.2 2.4.3 2.4.4 3.0 3.1 3.2

ADVERTISING ................................ ................................ ................................ ..... 14 Advertising Objectives ................................ ................................ ......................... 15 Advertising Planning................................ ................................ ............................ 16 Message Strategy................................ ................................ .......................... 16 Creative Strategy ................................ ................................ .......................... 17 Media Strategy ................................ ................................ ............................. 18

3.2.1 3.2.2 3.2.3

3.3 3.4 3.5 4.0 5.0 6.0

Designs ................................ ................................ ................................ ................ 19 Budget ................................ ................................ ................................ ................. 22 Timeline................................ ................................ ................................ ............... 24 Evaluation................................ ................................ ................................ ............... 25 Bibliography ................................ ................................ ................................ ........... 27 Appendix ................................ ................................ ................................ ................ 30

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1.0 INTRODUCTION

1.1

About Unilever (M) Sdn. Bhd.

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

Brands of Unilever (M) Sdn. Bhd.

1.3

Competitive Analysis SWOT

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 One of the opportunities for Unilever is to establish a supply agreement. Fluctuation in commodity prices does affect Unilever in their pricing competitiveness because they somehow need to lighten the burden by selling their goods at higher price to consumers. However, if Unilever is able to reduce such fluctuation they can easily maintain their pricing and at the same time gain a better competitive edge as compared to other players like Nestle and Danone. This is where the supply agreement comes in, where Unilever can establish a trade agreement with their suppliers to ensure long run of supply at a more stable rate(Five Potential Benefits of Strategic Alliance, 2007). Unilever has strong Research and Development team. They are the leading company in continuous Research and Development. According to Prof. Genevive Berger, Chief Research and Development Officer or Unilever, they are always looking for the best scientists and technologist to do researches on how they can innovate their products and continuously seek for improvement to add vitality to consumers life. Unilever spend an average of 1 billion on R&D annually. Besides, they also filed around 250 to 350 patents application annually as well. Currently they have more than 20,000 patents and patents application filed(Unilever (M) Sdn Bhd, 2011).

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

Unilevers target audiences are segmented based on psychographic segmentation. Unilevers mission is to add vitality to life and thus they are targeting on consumers who are health conscious and at the same time chasing for better taste in their foods. Hence, Unilevers target audiences are:
y y

Health conscious consumers. Consumers of all age.

2.2

Positioning

Using FCB Grid Model, a positioning concept is derived. THINKING HIGH INVOLVEMENT Informative strategies for Affective FEELING strategies that for

products that are technical in products

provide benefits cognition,

nature and purchased based on psychological rational thinking and motives (affect, (cognition, affect, and conation. For

example,

conation). For examples, cars, cosmetics, jewellery, fashion house, computers, etc. LOW INVOLVEMENT etc. strategies

Habit formation strategies for Self-satisfaction products that are

bought for products seen as "life's

repeatedly after researching first little pleasures" (conation, purchase decision routine affect, cognition). lollies, For

purchases (conation, cognition, example, affect).

biscuits,

For example tomato magazines, impulse items, etc.

sauce, soap, toothpaste, etc.

For Unilevers Walls Ice-cream, it is located at the 4th 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.

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2.2.1 Positioning Concept

y y y y

Healthy Tasty Fun Refreshing

2.2.2 Unique Selling Point

Price

Nestle Taste Wall s Ice-cream Nutrition Values

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).

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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

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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 Wallsis 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).

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3.0

ADVERTISING

14

3.1

Adverti i advertisi

Objectives objective, it is derived from t e AIDA model

As for t

Awareness

Interest

Desire

Action

Looki realms.

at t e movement towards action chart, we can simpl break the 4 steps into 3

Cognitive - Ads provides information and facts. Awareness

Affective - Ads change attitudes and feelings. I terest

Conative - Ads stimulate/direct desires and l ads to action. Desi e Acti

Objective: The advertising campaign held is to build consumers awareness towards Wall s Heart new ice-cream. Wall s would like to convey the message of a fun and loving lifestyle but at the same time healthy for consumers. Ultimately, Wall s want to create a idea of healthy snacks in consumers mind to encourage purchase.

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3.2

Advertising Planning

3.2.1 Message Strategy Message: Love your Heart by Walls

The message strategy is created based on rational and emotional appeals. Rational Appeals Feature appeals Emotional Appeals Joyous and love appeals

The execution of the above mentioned appeals are through slice-of-life, lifestyle and dramatization execution techniques.

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3.2.2 Creative Strategy As mentioned earlier, the three execution technique is slice-of-life, dramatization and lifestyle technique. These will be the core concept for our creative strategy.

3.2.2.1 Combination of Slice of Life and Dramatization Slice of life is defined as a cut out sequence of ones life and re-portrays them on screen. Dramatization execution technique creates a suspenseful situation or scenario in the form of a short story. Dramatizations often use the problem/solution approach as they show how the advertised brand can help resolve a problem. Message to be conveyed: Somethings missing in your life, have a taste of Heart by Walls.

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.

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3.2.3 Media Strategy

3.2.3.1 Combination of Slice of Life and Dramatization

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.

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3.3

Designs

Packaging for new Walls Heart Yogurt ce -cream

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Walls Heart Printed Ad for Trains

(Lifestyle concept)

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7-11 Ads (Wall Sticket on Fridge)

Floor stopper design for Tesco.

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3.4 No.

Budget Item Price per Unit (RM) Quantity Total (RM)

1.

Floor Stopper

400/cycle

2 cycles x 40 stores

32,000

2.

In-Train Panels (STAR LRT)

85/month

3 months x 20 trains

5,100

3.

In-Train Overhead Panels (PUTRA LRT)

130/month

3 month x 20 trains

7,800

4.

7-11 Advertising ( Wall sticket on fridge)

250/month

2 months x 50 stores

250,000

5.

TV Commercials (NTV7/20secs)

700/filmlet

15 filmlets x 7 days

73,500

6.

TV Commercials (8TV/20secs)

700/filmlet

15 filmlets x 7 days

73,500

7.

TV Commercials (9TV/20secs)

700/filmlets

15 filmlets x 7 days

73,500

8.

TV Commercials (TV3/20secs)

700/filmlets

15 filmlets x 7 days Subtotal

73,500

588,900 35,334 624,234

+) Govt. Tax (6%) Grand Total

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Additional Cost (Estd.): Creative idea Inclusive of actor/actresses RM 100,000 fees, filming, props and designs. Printing PR Events ** Printing for printed ads. Booth preps for Roadshows Grand Total RM 120,000
** Road shows held at: Taylor UC, nti UC, Sunway UC, Segi College, Monash University and UTAR.

RM 15,000 RM 5,000

Hence, total for overall promotion and advertising equivalent to RM 744,234.

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3.5

Timeline

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4.0

Evaluation

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The measurement of the effectiveness of a media plan can be conducted by the advertising agency or by independent research services, using methods such as surveys, feedback, tracking, and observation. In order to evaluate the effective of both the TV ads and printed ads, we are going to place a feedback cum contest forms in 7-11 stores and retail stores. Consumers will pick up the form and tell us what they think of the TV commercial and why they love our new product.The feedback form will be seen as a contest form for consumers but from Unilevers perspective, it is a feedback form to gather consumers opinions of the advertisement and what attracts them into buying the new launch product. Another method use to evaluate the effectiveness of ads is through the sales figure by end of 2012. We shall compare the figure from 2010 til 2012 to see if we have achieve our objective, that is to achieve 8.0% of increased sales volume by 2012. We will also set up a Facebook fan page to perform a likeability test. We shall post our TV ads on the page and have them to click on Like if they like the ads. The likeability test will help us to know whether we are able to reach the desire stage in the AIDA model in consumers mind. As for our website, we will use tracking services provided by 3rd party ad agencies. We will track based on page per view to see how many users actually visited the page.

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5.0

Bibliography

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Five Potential Benefits of Strategic Alliance. (2007, March 6). Retrieved March 11, 2011, from Infosky - Business Multi-info: http://infosky.wordpress.com/2007/03/06/five-potential-benefits-of-strategicalliance/ 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, ngredients, 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). James, S., M. Ali, H., Priscilla, A., Savithiri, S., & Vani Sri, R. (2010). Media 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 Khas. (n.d.). Khas. Retrieved March 2, 2011, from http://www.khas.com.my/khas/index.php?categoryID=240

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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: http://www.scribd.com/doc/22274938/Swot-n-Pest-Analysis-of-Nestle-andCoca-Cola 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 Introduction to Unilever: http://www.unilever.com.my/aboutus/introductiontounilever/ Unilever. (2010). Wall's Product. Retrieved March 15, 2011, from Wall's Malaysia: http://www.walls.com.my/products.htm Wiggins, J. (2006, May 5). Unilever's weakness disappoints FOOD PRODUCERS. LONDON 1ST EDITION, p. 21.

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6.0

Appendix

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Sample car f r road shows to Uni ersities and Colleges