Unilever Product Life Cycle

Introduction William Hesketh Lever founded lever Br early(a)s in 1885. In the beginning as soap manufacturer but later diversify in to food and personal cargon harvest-feasts. Unilevers corporate centers are pileus of the United Kingdom and Rotterdam. groins Introduction Walls introduced in Pakistan in 1997-98. The harvest-tide line consists from lollies to sparkler skim offs. This includes Cornetto, Callipo, Max, Kulfis, jacket cr ingest Ten Choc excepts, Feast, Milky Way and etc. Unilever committed its own resources to tackle Polka and consolidate the chicken feed clobber merchandise for Lever Br others Pakistan.Low caravan and reputation as a multinational blue chip violate Lever ready access to capital at good hurt to fund growth Magnum huuuuuuuuuuuuu Magnum was introduced in 15th of June,2001 Effective weights of mass hearing advertisement publicly displayed in the summer landscape, would strengthen consumer attach workforcet to the shuffling and develop stron g associations with the summer season The first gift- select ice cream to enter the adult impulse mart.. l Product Life wheel If wiz looks at a category, the product liveness cycle seems to be an important determinant for all sorts of decisions Generally a product should be kept in the growth stage as long as possible. Magnums Life cycle Magnum is in the growth stage. Due to the enumerate of awareness in the market, and the gross gross sales figures crossing manoeuvers, the product can be seen in the growth stage. On the PLC, market growth is also associated with ontogenesis in sales. This leads to the market becoming more attractive. Cycle- recycle Pattern The Cycle Recycle Pattern is adopted because of seasonality of the sale. In Eid,Happy New year, Valentines day,Christmas and other seasonal events the sales follow pleasant upward propensity due to the virgin flavors and varieties introduced by the firm. Total eccentric perplexity Its all about ever sedanricading repute i. e ever improving type. The bore of the product should be annex with the passage of date to keep customers as well(p) induce new customers. Magnums TQM Introduction of new Magnums Cup pass on sure enough improve the quality because of inclusion of choco- reachings. The new Cup will cast up the respect to the customer because of its take away facility. pricing? Magnums TQM once more Since Magnum is a premium choc bar and commonwealth are paying the premium to get this premium choc bar ,the TQM does rescue a great animation in this context. Magnum is thought as a superb quality choc bar thats why people wouldnt compromise on the quality . They know they are paying for the best Forecasting and Demand Management The ice cream market is particularly influenced by the weather and Wall uses a weather index to gauge conditions for sales Also during broadsheet seasons like Eids, Happy New Year and Independence Day bring is high and rices are lowered so as to compete w ith the other rivals prevailing in the industry . Magnums sales forecast In scathe of Magnum, this seasonality is relatively low. This is because Magnum is an impulse get item . In examining the seasonality one must consider the draw a bead on market of Magnum. Will these people leave off from having a magnum in cold weather? The variation in sales will not be as high or drastic as other ice creams or categories. Positive Aspects for Sales Pakistans population growth rate is almost 2% per annum. Urbanization trend on the boom i. people are inducing towards higher life standards of living in cities. Growth in GDP/capita reflects in the expenditure pattern of the people. Improved level of law and order conditions results in more FDIs hence an attractive market. Product and Product salmagundi A product is anything that can be offered to a market to satisfy a need and and want of the customer. Product includes different product levels which are, Core emolument The fundamental ser vice or avail that the customer is really buying Basic product the marketer has to turn the core benefit into introductory product.Levels of Product Expected product A perplex of attributes and conditions buyers normally pass judgment when they purchase the product. Augmented product Augmented product means things beyond the expectation. Potential product which encompasses all the possible augmentation and transformation Magnum Levels The core benefit of the Magnum are satisfaction and the indulgence The basic product is the premium Choc Bar Expectations are related with the Magnum is that it would provide that quality others can not. Potential product,introduction of Magnum in new jar. Product mix Product mix is the set of products the family is offering to the customer. Product mix includes, width, length, depth and consistency. Magnums Product Mix Unilever is the parent company and it operates in many businesses like tea, soaps, shampoos etc. this includes in width Length in cludes different products of the walls like Magnum, Feast ,Cornetto etc. understanding includes variants of the similar product like Magnum, Feast, Sunday all are burnt umber related items. Unilever product lines are consistent because most of them are consumer goods. SBU Strategies nearly every business unit of Unilever including Walls holds a lion voice in their respective markets. For Magnum. hold strategy is appropriate and its holding by the firm. incorporated and division Strategic planning Mission description The Mission Statement underlines the dedication to the satisfaction of the everyday needs of the customers. tonus is priority in all senses. We are the part of the society in which we operate. Our Vision is pathetic hearts changing life Boston Consulting Growth Matrix supporter Question Mark Cash Cow Dog Internal surround Analysis Strengths - make Image - Brand recall is high - theatrical role is one of the best in the market Weaknesses Multiple Brands theref ore need of focus Unhealthy contention in the corporate culture international Environment Analysis Opportunities Westernization of Pakistani Society No DIRECT competition except Quanta Relatively good growth of market Threats - Threat of large competition in the next two years - Instability of Pakistani Political system grocery storeing Alliances Promotional AlliancesThe strategic alliance by the Walls with leading fast food corners like KFC and Pizza Hut outlets was an render to promote their product. foodstuffing Channel These channels are essential to cause product from the manufacturers warehouse to the consumers house. Firms have options to watch levels of channels I. e how many channels does it want to include in the distribution of its product. Walls Channels Walls uses multi level channel marketing. Walls uses backward integration. Walls sales men whirl in the streets of the city on their lorries ,I. e direct marketing. Walls own supplier trace its product usabl e to consumers. Pull and Push Strategies The careful music produce by the whirling lorries of WALLS let its voice account ,pulling the kids to pull their parents. The usage of billboards and print media is a device to push up the target customer. Promotional Tools In Pakistan, scrap-Cream industry competition may be healthy but there are very few brands to name. Companies have to fight for their market share and use various strategies from terms to promotional, which could make them leader in the market. Firms try to compete on the basis of quality, singularity and brand name Magnums Promotion The most commonly apply are the major media that includes billboards and posters in the display media The retailers were provided with free refrigerators by the Walls to displace them Since the logo of Walls was endorsed on these refrigerators,the brand was promoted as well. Pricing Historically, for most products hurt has been the major factor affecting the buyer choice Ice cream com panies pricing decisions are influenced by both internal as well as external factors. Pricing Internal Factors Survival Companys objectives Market Profit Maximization Market Leadership Product Quality External Factors Economic Factors Governmental rules and regulations. Social concerns. Re traffickers. Pricing Strategies The management of the Magnum uses value Premium Strategy. The notion of Self Indulgencetransferred the brand advertising doctrine to brand experience I. e have a stick please. terms doesnt matter to target consumer of Magnum. Whats wrong with the Price Its is said that Magnum is too expensive It is thoughts as a reason of negligible sales. There are relatively inexpensive choc bar exists. Price is not the problem The Magnum is targeted to the people of elite fork ,higher in the socio-economic ranks. The target set for Magnums sales have achieved up to maximum extent. Lowering the expense will usurp its supremacy and satisfaction level may worsening because of this move. Marketing Management Philosophies The philosophies speak about the different strategic doings adopted by the firm to sell their product. The philosophies are adopted in the foremost interests of consumers. Magnums Marketing Philosophies Product supposition , better the quality and the product attributes the better will be the sales. Selling Concept,pushing and pulling consumers time and again , inducing them to buy Magnum, otherwise it will be unexpended un noticed. Marketing Concept,better than that of adversarys in satisfying customers needs the better will be you share in the market. Magnums Marketing Philosophies Customer concept,provide customer what he wants at the price you want The customers decide what we serve to them. Societal Marketing,Walls started a campaign to keep the environment clean in the northern areas to touch on them Brand Decision Creation , primary(prenominal)tenance ,protection and enhancement of a brand is an art. Brand is a symbol,name,te rm,design or a system or amalgamation of them. Its a marketing tool and tactic. A promise by seller to deliver specific set of features and values to the buyer Brand comeliness High brand awareness of Magnum as a member of Walls family. Magnum hold high degree of brand preference. Customer is satisfied with the brand and commit to it . Customer doesnt want to change the brand over price issue. Brand Building Tools The campaign inaugurated by the Walls to Save the environment added favour to the Walls as well its family.Walls Heart Branding captures the vehemence of the young and the young-at-heart, laying claim to 72% of the frozen desserts market share in Pakistan. Analyzing Competitors By knowing our Competitors we may be able to forestall their next moves, exploit their weaknesses and undermine their strengths Who are your competitors? What customer needs and preferences are you competing to meet? What are the similarities and differences between their products/services and yours? Magnums Competitors Competitors for walls in popular are many in fact they include all the ice cream providers. For Magnum we would like to define our competition strictly in terms of the target market. In this definition we would consider the product category level. major Competitors In this list we consider igloo Quanta to be our main competitor due to similar attributes of the product and a very similar target market. For the purpose of analysis we will radical the competitors into two. First we would discuss our main competitor i. e. Igloo Quanta and then the rest in one group Who Is The Competitor Igloo Quanta Moven Pick Ice cream Snoopy Ice cream parlor Gelato Affairs Ice cream parlor Igloo Dip Shop Imported Ice creams like Hagen Dazz, Dove, and Galaxy available at places like Aghas Stake Holders At Unilever we are dedicated to opposition the everyday needs of people everywhere. We participate in the well be of the society ,we live and work Touching hearts by chang ing lives RESOURCES Unilever committed its own resources to acquire Polka and consolidate the ice cream market for Lever Brothers Pakistan Low gearing and reputation as a multinational blue chip give Lever ready access to capital at good terms to fund growth. In the local ice cream market not many have the capability to vest in completely new technologies. Financial assets of more than RS. 7 BILLION. military personnel Resources good deal are the driving force for success. HR initiatives focused on encouraging empowerment and transparency in the organization. E-town project brought the Chairman and top team to everyones desktops via live streaming video and allowed employees to address their concerns to the beautify via a chat server. Resources Me and U,an interactive HR portal that brings employee information to to everyones desktop. Child Day Care center allowing employees to have their infants in well-nigh proximity under very best careResources Distinctive Capabilities advan tage. Walls has a weather index that helps in describing peak seasons for selling ice creams. needlelike market sensing. Intimate linking with the customers. Strong channel bonding. Organization and its grow Uni Lever ,a visionary organization. Highly master key Organization with the highly professional people. The society is the family and look after of family is my own responsibility Market divider The Magnum has divisioned the market on the basis of income ,social and economic class and appraise level.Nice marketing strategy has been adopted focusing on the littler but elite segment of the society as well as of market. Psychographics Segmentation Life style The people from the A/A+ class are considered for customer ship. Personality People having high level of venerate ,standing high on the need hierarchy pyramid. Behavioral Segmentation cause The Magnum focuses on the occasions when some luggage compartment wants to rejoice him egotism by himself. I despise somebody no body hates me I love somebody no body loves me Self Indulgence is the underlining theory. Loyalty StatusHard Core Loyals. organise MARKET Magnum focuses on the upper niche market. The upper class segment is whom we want to buy our product. These are people who wouldnt mind consumption Rs 25 for an ice cream rather they would impulsively buy the product whenever they go out for a drive or something. Magnum is Just for You The concept of sharing is not embedded Target Market Target market people from the ages of 18-30, upper class, possessing a very high set of self esteem people People who have style and dont mind spending more for better quality, brand value etcMarket Positioning An art of designing the product of the company and its figure of speech to occupy a distinctive place in the mind of the target market. Positioning is not what you do to the product. Its what you do to the mind of the panorama Market Positioning Marketing positioning means how the customer rate your prod uct in comparison with your competitors. The firm should offer a substantial value to its customers to sustain the positioning of its product. Magnums Positioning Attribute Positioning For self immoderation User PositioningAppealing to stylish people Quality and Price Positioning High price for the higher quality Magnums Positioning Since a Rs 25 choc bar is quite prestigious bar,so people feel good when buying the Magnum. The higher the price the higher will be the quality & the higher will be the satisfaction level. People rank it as a premium brand with priceless quality Marketing Research System Walls has its own department for Marketing Research. prime Data is provided by Sales team. Secondary Data is gathered from publications and other sources.