How Unilever's Brands Connect with Consumers & IKEA's Household Appeal

Running head: CASE STUDY QUESTION
Case Study Question
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1CASE STUDY QUESTION
Case Study Questions
How Unilever’s brands connect with the consumers
1. How is Unilever applying its understanding of internal consumer processes in the
psychological core to market its products?
Answer- Unilever is one of those companies that have maintained its dominance well
over time (Da Silveira, Lages and Simoes 2013). It is one of the leading multinational
companies that have many brands which inherent the customer products on a large scale and
are also involved in the manufacturing process of gigantic which are operating in hundreds of
countries globally. Multiple social media accounts like that of the You Tube, Facebook,
Twitters and other special websites have helped the company in reaching out towards their
Latino consumers. They make use of their understandings about the internal consumer
processes that are a long series of changes which took place within a person and that is
inclusive of the psychological processes such as the process of attitude, perception,
knowledge and motivation. Unilever are the ones who market all their services and products
in order to achieve more customers through explaining them why and how should they use
their services and products so that to make themselves feel good and make their life better,
and this indeed is one of the major part of knowledge in the psychological core. The company
believes that a profitable growth should also be a responsible growth. It is also to note that
Unilever also continuously try to make their products more easy to use for their customers
and they also take into consideration that all their products are environment friendly as well,
which too is a part of attitude in the psychological core.
2. 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?

2CASE STUDY QUESTION
Answer- The four external processes in the consumer’s culture are of the religion, social
class, reference groups and ethnicity. I think, to Dove’s Campaign for Real Beauty the most
important to their success is that of the ethnicity. This is because of the fact it is indeed the
state of belonging to a particular social group which has a very common cultural as well as
national tradition. The main aim of the campaign was to promote its dove range of personal
care product worldwide. The campaign of Dove has an objective to touch the hearts of the
customers through telling them that there is no standard for beauty and that each and every
woman is beautiful in their own way and with their own unique features (Murray 2013). It
was also conducted with a purpose of challenging the stereotypes that are set by the beauty
industries over these years. The company set up such campaigns without any categories of
the women so as to reach the women of all sizes, races and of all ages. Their idea is to target
customers of all kinds. Dove’s campaign worked out well because the customers recognized
themselves in the advertisements.
3. Do you agree with Unilever’s decision to link its brands with efforts to encourage healthy
and sustainable behaviours? Explain your answer.
Answer- Yes, I agree with the decision of the Unilever to link with its brands with an
effort to encourage healthy and environmentally sustainability behaviours. This is because I
think is an effective way to catch more number of customers and to spread good image about
the company. This decision of Unilever’s also reflects that the company really care for the
health of its customers. It not only just sell its products to them but it also make sure that all
its customers would be healthy, fit and satisfied after the use of their products. This is indeed
the best way for the company to keep their consumers and to build loyalty.