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  • Project Little Mermaid': What Is It?

    Transféré par

    Arun S Bharadwaj
    34 vues1 page
    The project aims to lead a cross-functional team called the Fabclean War Council to protect Unilever's 30% market share in the Fabclean category in Zimbabwe from competition by Ariel detergent. The council is responsible for executing plans to grow market share for OMO and SWP detergents while keeping Ariel's share below 5%. The project will be successful if Ariel's share remains under 5% and milestones for the other brands are met. It requires monitoring Ariel's activities and producing war council meeting agendas, minutes, and reports on competition. Key risks include Ariel increasing activities and achieving over 5% share.

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    Project_Charter_ULIP_2014__Juliet_Ziswa.pdf

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    The project aims to lead a cross-functional team called the Fabclean War Council to protect Unilever's 30% market share in the Fabclean category in Zimbabwe from competition by Ariel detergent. The council is responsible for executing plans to grow market share for OMO and SWP detergents while keeping Ariel's share below 5%. The project will be successful if Ariel's share remains under 5% and milestones for the other brands are met. It requires monitoring Ariel's activities and producing war council meeting agendas, minutes, and reports on competition. Key risks include Ariel increasing activities and achieving over 5% share.

    Droits d'auteur :

    © All Rights Reserved
    Téléchargez comme PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    34 vues1 page

    Project Little Mermaid': What Is It?

    Transféré par

    Arun S Bharadwaj
    The project aims to lead a cross-functional team called the Fabclean War Council to protect Unilever's 30% market share in the Fabclean category in Zimbabwe from competition by Ariel detergent. The council is responsible for executing plans to grow market share for OMO and SWP detergents while keeping Ariel's share below 5%. The project will be successful if Ariel's share remains under 5% and milestones for the other brands are met. It requires monitoring Ariel's activities and producing war council meeting agendas, minutes, and reports on competition. Key risks include Ariel increasing activities and achieving over 5% share.

    Droits d'auteur :

    © All Rights Reserved
    Téléchargez comme PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    sur 1

    Project Little Mermaid

    Tutor name:

    Juliet Ziswa, Brand Building Director Unilever Southern Africa

    Project aim & description:


    What is it?

    Lead & run the Fabclean War Council leading a cross functional team that is
    responsible for driving actions to avoid category share loss in the face of fierce
    competition.

    Project justification:

    Why is it important?

    Fabclean category contributes 30% of Unilever Zim Business and is currently under
    threat from Ariel therefore its important that robust plans are executed to ensure we
    grow OMO & SWP market shares and at the same time ensuring Ariel Market share
    doesnt exceed 5%.

    Success criteria:

    How will we know if it is


    successful?

    Ariel market share is still within less than 5%.


    Key actions from the Fabclean War Council being executed OTIF.
    100% Running of the Fabclean War Council Meeting on a fortnightly basis

    What is the project trying to


    do for the business?

    Deliverables/outputs:

    What do we have to produce?


    e.g. reports, analyses,
    methodologies

    Milestones

    What are the major


    achievement points?
    They will help us determine
    is the project is on
    schedule

    Key assumptions:

    What assumptions have we


    made?

    Protect the Fabclean category which contributes 30% of Unilever Zim Business.

    Think through key tasks/network of key activities you need to do to be able to run
    the War Council
    War Council Meeting Agenda & minutes.
    Monitor Ariel activities in the market and counter plans: clear report to be delivered
    post every trade visit

    Milestone
    1. Actions from War council completed OTIF
    2. Ariel Market Share shouldnt exceed 5%
    3. OMO Market Share should go below 30%
    4. SWP Market Share shouldnt go below 45%

    Responsibility

    Intern

    Tinashe Nyoni ABM Homecare Southern Africa


    Rufaro Masunda Category Manager Homecare Southern Africa

    Resources requirements:

    How many people?

    How much money?

    Risks:

    What could go wrong?

    Ongoing
    Ongoing
    Ongoing
    Ongoing

    Ariel will be very aggressive in the market due to their learnings from SA.
    OMO will be parity priced to Ariel.

    Key team members:

    Other key team members

    Timeline

    One (1)
    Part of the current BMI budget.

    Ariel could explode their activities & achieve a share higher than 5%.

    How will you minimise the


    risks?

    Running the war council and religious monitoring of the actions


    Staying in touch with the market, driving Brand ambassadors, FFM and internal UL
    team to appreciate that they have to do their part.

    What if we don't do the


    project?

    Ariel will grow their share & 30% of UL Zim business turnover and volume will be at
    risk.

    Project Charter: Summer Internship 2014

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