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As the target market size is huge comprise more than 50% of the population of Latin America, so the objective would be to sell a large number of units at comparatively less price. However, it is suggested that before the full launch of the product, the market should be extensively researched and calculated in term of volume and value, so that the strategy evolved could be more successful and forecasting errors can be avoided. Furthermore, the new brand should have some kind of innovation so that it appears different from the competition. In other words, its positioning should convey the message of clear benefit to the customer because our target market is very much prudent about the cost and quality of the brand. Following is the recommended marketing mix for this new brand.
Price: As Unilever is targeting a low-income market and it has already a brand (camper) in the market, which also focuses on cost reductions, so I think, there exists a potential danger of cannibalization. Therefore, it is suggested that a new name should be introduced, having less price than a camper, many be in the range of 1$ to 1.5$, but with better quality in terms of cleanliness. The major competitor brand will be “pop” of P&G and “invicto” by ASA. To compete with these brands, Unilever has to focus on the value of the product i.e. delivering more benefits than the price paid for it.
Promotion: For targeting this market, the promotional mix should be such that it could easily target the market and the cost-effective as well. At the launch of the product, Unilever should go for below-the-line activities (BTL). In the beginning, it should introduce some schemes like giving free samples, discounts in terms of quantity, money-saving incentives, coupons, and personal selling, etc. These activities should be backed up by advertising on the radio, newspaper, and local TV channels. It should be considered that the communication message should be the same everywhere mainly focusing on the value for the customers, so that maximum output can be achieved. It should be kept in mind that words of mouth play a very important role in promoting the product. Unilever should also try to leverage its existing reputation for the quality of its brands in the market. It should appear as the extension of the existing family of detergent, carrying the same level of quality, but for the price-conscious customers.
Product: The brand should be new with a different personality and positioning. The packaging should also reflect the message of the product i.e.as it is focusing on the low-income segment, it should exhibit their preferences and taste. The convenience of buying (e.g. small packets) and using the product should also be considered. But the emphasis should be on the core features and benefits of the products like cleaning as well as protecting the fabric, rather than the extended product because our target market is very conscious about spending their bucks.
Place: It is suggested that in the initial phase, the product should be distributed through the specialized distributors because they are more focused on the area and their point of purchase activity like merchandising and category management is extensive. If some incentives are offered to them, they can themselves promote the products by suggesting and mobilizing the customers about trying the new brand which is specially designed for them by keeping in view their specific needs. These focused distributors can give Unilever, real-time feedback about the customer responses about the product, which later on can be used for handling their complaints and improving the product further. Once the demand rises, the product can also be offered to the generalist whole sellers for distribution to the more geographically dispersed areas and in the big supermarkets.
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