Customers in Global Markets - PDF

Added on - 21 Apr 2020

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Customers in GlobalMarkets
Customers in Global Markets2ContentsIntroduction......................................................................................................................................21.How is Unilever applying its understanding of internal consumer processes in thepsychological dimension to market its products?............................................................................22.Which of the socio-cultural influences do you think have been the most important to thesuccess of Doves Campaign for Real Beauty? Why?....................................................................33.DoyouagreewithUnileversdecisiontolinkitsbrandswitheffortstoencouragehealthyandenvironmentallysustainablebehaviours?Explainyouranswer.........................................................4Conclusion.......................................................................................................................................4References........................................................................................................................................5
Customers in Global Markets3IntroductionUnilever is one of the most recognized brands in the consumer goods industry headquartered inUnited Kingdom. The company had gained huge brand visibility and recognition with itsinfluencing advertisements and ad campaigns. The purpose of this paper is to analyse the case ofUnilever and understand its use of psychological dimension for marketing of its products(Millard, 2009). The later part of the paper will present the benefit gained by the companythrough socio-cultural influences of ethnicity for the success of its ad campaign for Dove. Thepaper will also highlight the key reasons behind lining of Unilever brands with environmentsustainability behaviour and healthy behavioural aspects.1.How is Unilever applying its understanding of internal consumerprocesses in the psychological dimension to market its products?(Source: Schiffman, et al., 2013)According to the consumer decision making framework of Schiffman, Unilever is takinguse of a number of psychological dimensions (attitude, perception and motivation) in
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