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I.
I.
Marketing Mix
Product : There are four flavors of Knorr Soup variants namely Nido
Oriental, Crab and Corn, Chicken Mushroom, Asparagus. As part of our
product strategy we will be launching an addition to our four variant this
will Kalabasa and Malunggay. We aim to capture a new target market with
this new variant. Another product strategy is the developing a new
packing for our product. The new package will be in a cup this way we will
be able to capture a new market. Traditionally Knorr soup is available only
in a packing that is design for household consumption. The product is easy
to prepare so we taught of making it an on the go soup by modifying its
marketing.
Price: In case of price setting Knorr has adopted cost based share so
knorr needs to attract the large number of buyers in order to enlarge its
market share. In doing this, the price of Knorr will be lower from its
competitor. Earlier in the characteristics of market segmentation it has
been showed that average usage rate is 4 packs per week, So, UBL should
adopt the product-mix pricing strategy like product bundle pricing
including 4 packs together which will cost 100tk and which is 20tk. lower
than its competitor.
Place: For making Knorr Soup available Unilever Philippines will intensive
distribution strategy which means the product will be available in the target
district town. Afterwards for distribution channel organization Unilever
Philippines Incorporated should adopt a distribution channel structure in
which producers, wholesalers and retailers act as an integrated system. In
doing so, Unilever Philippines Incorporated should concentrate on
establishing distribution channel in the regions by the following way:
Unilever
Philippines
Whole sellers
in the target
market
Distributor
Retaile
rs
Consumers
Promotion:
Philip Kotler (2003, p.18) has the following to say about promotion:
II.
III.
HISTORY
Known until the early 1990s as Philippine Refining Company (PRC), Unilever Philippines
started as an oil milling business which at its peak produced nearly 100,000 tons of coconut oil
annually.
Today, the company is a leading manufacturer of home and personal care products, foods, and
ice cream. Its roster of brands include Axe, Best Foods, Block & White, Breeze, Clear, CloseUp,
Cream Silk, Domex, Dove, Eskinol, Master, Ponds, Knorr, Ladys Choice, Lipton, Rexona,
Selecta, Sunsilk, Surf, Tresemme and Vaseline.
Recognised annually amongst the Top 20 Tax Payers in the country, Unilever Philippines
employs over 1,000 people directly, as well as provides jobs for 10,000 indirectly (i.e.
distributors and suppliers), as a result of its business presence in the country. Employees and
business partners recognise that energy, creativity, the resilience to face changes and make things
better are all needed for business and people to grow together.
Unilever is known to be one of the few companies in the industry that has succeeded in keeping
majority of its manufacturing base in the Philippines. Its Personal Care unit made news by
securing the right to manufacture deodorant mini-sticks for local and export markets. It has
succeeded in entering the US market and achieved the milestone on producing its 100 millionth
stick in 2004.
The company has been a leader in introducing new technologies into the country since the early
days of its existence - margarine production in the 1930s, non-soap detergents, shampoos and
toothpaste in the 1960s and 1970s and state of the art sulphonation technology and cogeneration
power plant in the 1980s. The nineties has seen the company focusing on several improvements
in the Environment front one of which was the introduction of the first 100% biodegradable
detergent bar in the Philippines. Unilever works closely with the community and other NGOs to
protect and improve the environment. Unilever Philippines is also a leading company in the area
of Human Resources Management and Development. Unilever has for decades also been known
in the industry as a sound training ground for young Filipino graduates. Some of its managers
have progressed to senior levels in government and public life.
Unilever seeks to manage and grow its business sustainably, focusing on three pillars as set out
by the Unilever Sustainable Living Plan Health & Well-Being, Environmental Impact and
Enhancing Livelihoods. We will develop new ways of doing business if we are to meet the needs
of the billions of people in the developing world who are yet to become consumers and deserve a
better quality of life.
Market Segmentation
Is defined as the process of grouping customers in markets with
some heterogeneity into smaller, more similar or homogeneous
segments. Kotler defines segmentation as: The act of dividing the
IV.
Product Mix
Product features, benefits, emotional offerings
Growth strategy mix
Packing (retail, bulk/wholesale.)
Pricing for Brand superiority
Pricing strategy - In case of price setting Knorr has adopted market penetration
pricing strategy because the competitor has already grabbed 83% market share so knorr
needs to attract the large number of buyers in order to enlarge its market share. In doing
this, the price of Knorr will be lower from its competitor. Earlier in the characteristics of
market segmentation it has been showed that average usage rate is 4 packs per week, So,
UBL should adopt the product-mix pricing strategy like product bundle pricing including 4
packs together which will cost 100tk and which is 20tk. lower than its competitor.
V.