Unilever : Case Study Report
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Added on 2021-05-31
Unilever : Case Study Report
Added on 2021-05-31
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Case Study Report
Table of ContentsCase Study 2..........................................................................................................................................2How Unilever’s Brands Connect with Consumers................................................................................21. How is Unilever applying its understanding of internal consumer processes in the psychological core to market its products?...............................................................................................................22. Which of the four external processes in the consumer’s culture do you think have been the most important to the success of Dove’s Campaign for Real Beauty? Why?.............................................23. Do you agree with the Unilever’s decision to link its brands with efforts to encourage healthy and sustainable behaviours? Explain your answer.............................................................................3Case Study 2..........................................................................................................................................3Ikea’s Household Appeal.......................................................................................................................31. The Manland experiment lasted only one weekend in one store. What are the marketing advantages and disadvantages of expanding it to other stores? Do you think Ikea should do more with this idea? Why or why not?.......................................................................................................32. Would you classify Ikea’s products as suitable for conspicuous consumption or voluntary simplicity or compensatory consumption? Explain your answer.......................................................43. Ikeas’s ad targets gay couples have drawn criticism as well as acclaim. What effect do you think such controversy has on the retailer’s image and appeal?..................................................................54. Why would Ikea continue print millions of catalogues every year, while other retailers are eliminating printed catalogues in favour of online and in-store shopping?........................................6References.............................................................................................................................................81 | Page
Case Study 2How Unilever’s Brands Connect with Consumers 1. How is Unilever applying its understanding of internal consumer processes inthe psychological core to market its products?Unilever has been successful in maintaining its dominance over time. The company has madeuse of their understanding of the internal consumer processes that has undergone series ofchanges. The changes include the psychological processes that include the motivation,attitude, knowledge and perception of the consumers towards the brands and products (Fuchset al., 2010). Unilever emphasizes on marketing its products to attract more customers byproviding an explanation to how and why the consumers should purchase and use theirproducts. This is done by emphasizing on how the products of Unilever can make their livesbetter and make them feel good about performing the action that is promoted by Unilever.This can be considered to be a part of knowledge in the psychological core (Solomon et al.,2014). Unilever has also been successful in making the customers informed about how theycan make use of the Unilever products in an easier way and have also been successfulcommunicating the fact that the products of Unilever fit with the environmental issues tocreate a good image in the minds of the customers. This again can be considered to be a partof the attitude in the psychological core. 2. Which of the four external processes in the consumer’s culture do you thinkhave been the most important to the success of Dove’s Campaign for RealBeauty? Why?The four external processes in the consumer’s culture that has proved to be important to thesuccess of the Dove’s campaign include the ethnicity, religion, and social class and referencegroups (De Mooij & Hofstede, 2011). However, in my personal opinion, the most importantexternal process in the consumer’s culture that contributed to the success of the Dove’scampaign is the ethnicity. The Dove’s campaign can be said to be related to the stage ofbelonging to a social group that has a common cultural or national tradition. The campaignhas emphasized on touching the customers by communicating them that there does not existany norms for the beauty and promoted the fact that every woman is beautiful with her owncharacteristics and features. Unilever promoted the campaign without making any2 | Page
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