Sample Assignment on psychological core
11 Pages3381 Words79 Views
Added on 2021-05-31
Sample Assignment on psychological core
Added on 2021-05-31
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CONSUMER NEEDS 1Consumer NeedsStudent’s NameCourseDate
CONSUMER NEEDS 2How is Unilever applying its understanding of internal consumer processes in thepsychological core to market its products?Ranging from personal care products, foods, and household cleaners, Unilever has been able to market these products all over the world (De Mooij, 2013). The organization enjoys a large audience of consumers of about 2.5 billion customers all over the world. The success of the company has been attributed to the continued research on its consumers so as itcan learn more about the needs of the customers. Through these researches, Unilever is able to identify small changes that can a huge difference in the day to day lives of people all over the world (Kotler, 2011). So as to ensure that the customers remain loyal to the organization, Unilever has been able to apply its awareness intern consumer processes in the marketing of its products. To increase the sales of a company's products and services, it is required that the marketing team of the company be able to understand the various needs of its customers. By doing this, Unilever makes an annual revenue of 62 billion dollars from the 2.5 billion customers who buy its products daily. The company has made a great use of social media to advertise its products. As technology evolves day by day, more people are joining and using social media in their daily activities. Just like other companies, Unilever has been able to tap a lot of customers on social media. It has carried out campaigns on Facebook, Twitter, YouTube and other special websites in the marketing of its products.The company has applied its awareness of internal processes through its marketing its product called Dove. This campaign was known as the Dove's Campaign for Real Beauty. The campaign involved the use beauty messages to market its product. Unilever started by carrying out a thorough consumer research into women's attitudes and emotions. To facilitate this, the company employed the use YouTube videos, special events, and ads to spread their message campaign that beauty is more than skin deep (Kaur, 2013). Through the campaign, the company was able to reinforce positive self-esteem of women of different races, ages,
CONSUMER NEEDS 3shapes, and sizes. They were to win the hearts and loyalty of new and old consumers all over the globe. Ragu food, one of Unilever's brands, did carry out a campaign on Facebook and YouTube tutoring parents on how to feed their kids. To gain more attention from their audience, they added a sense of humor to their campaign and they have received a lot of positive responses. Through their Facebook page which has over a million likes, they were able to start a dialogue with their customers about getting children to eat. Their fans responded positively, and they were to give the company more ideas on the campaign. The company used its Spanish language website and Facebook page to reach out to its Latino's customers (Piercy, Cravens & Lane, 2010). To make this a success, the multicultural consumer marketing research team aided a lot in giving them guidance to carry out the campaign. They provide coupons, brand-oriented recipes, holiday ideas and household hints that are useful for Latino families. They hold special events outside supermarkets to engage its Latin American customers. Unilever has been able to understand the importance of social media to market their products and through this, they have been able to establish a connectionthat is emotional with its customers and get a glimpse of their ever-changing needs and interests (Christopher & Peck, 2012).Which of the four external processes in the consumer’s culture do you think have beenthe most important to the success of Dove’s Campaign for Real Beauty? Why?The four external process in the customer's culture includes ethnicity, religion, social class and reference groups (Sherman, 2016). Ethnicity has been proved to have an effect on how consumers from different cultural groups will buy products such as foods, drinks and beauty products. Religion also affects consumers such as the Muslim community do not feed on pork products. Social class means that the high-income families will not feel an effect when purchasing expensive goods compared to the low-income families. Reference groups
CONSUMER NEEDS 4include those individuals or groups that will influence our opinions, attitudes, and behaviors when it comes to buying something.Unilever has focused more on the ethnicity part to carry out Dove's campaign for real beauty. By understanding that its customers are from different natural or cultural traditions, Unilever focused on the ethnicity to ensure that the Dove campaign was a success. The Dove's campaign for real beauty influenced customers by telling them that each woman is beautiful with her own features. It linked its soap products with the messages that reinforced positive self-esteem for its consumers mostly women (Petala, Wever, Dutilh & Brezet,2010).Through the use of ads, special events, and YouTube videos, they were able to reach customers from different ethnic groups who responded positively from the campaign. The success of the campaign enabled Dove to win a lot of admiration and loyalty from a lot of customers all over the world.Do you agree with Unilever’s decision to link its brands with efforts to encouragehealthy and sustainable behaviours? Explain your answer.Through its campaigns, Unilever is encouraging its consumers to observe healthy and sustainable behaviors. Unilever has understood that creating a sustainable future needs crucialchanges in altitudes and behaviors across the society from the industries to the consumers. Unilever's products have run successful campaigns that focus on health and hygiene behavior change to reduce diseases through the regular washing of hands with soap and improve oral health through regular tooth brushing (Epstein & Buhovac, 2014). The company is also focusing on environmental conservation through their one time rinsing campaign. They have introduced fabric softeners that only require one rinse. This conservation is aimed at water conservation especially in areas where water is a scarce commodity. Regular fabric softeners require two to three rinses to get clothes clean. Not only have they put into consideration
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