product differentiationin Unilever

group 11Class 2

The top five of shampoos:• Head-Shoulders(P&G)

• Clear(Unilever)

• Pantene(P&G)

• Lux(Unilever)

• Vs(P&G)

The top five of bodywash:

• Johnson(Johnson & Johnson (China) co., LTD)

• Six GOD(Shanghai jahwa united co., LTD)

• LUX(Unilever)

• OLAY(P&G)

• Safeguard(P&G)

Unilever group is by the Dutch Margrine Unie margarine and UK Lever Brothers soap company merger in 1929. Headquartered in Rotterdam, the Netherlands and London, respectively responsible for the food and lotion supplies business management.with over 500 subsidiaries, the total number of employees nearly 300000 people, is the world's second largest consumer products manufacturers, the annual turnover of more than us $40 billion, is one of the profit of the best companies in the world

BrandingThe brand of Unilever:

The brand strategy:

Advertising strategy is a global strategyBrand ambassador always is the Chinese

and foreign famous female starsLocalization and repackage, positioning

eg:Hazeline( 夏士莲） packaged by the famous British design company Brown company production of new products, and melt in high style, fashion exquisite eye-catching.

The Unique Marketing Strategies

Product Strategy: adopt single brand strategy

Save communication cost New products are much easier to obtain c

ustomers’ trustCan manifest( 彰显） brand image

Price Strategy: low-price strategy More advantage in price,customers pay m

ore attention to products’ price than brand when they face low price.

Channel Strategy: adopt new channel pattern

• The products can be provided to the direct accommodate clients ( 直供客户） and major clients by Unilever, but other clients are in the charge of distributors.

Promotion Strategy: on the basis of PLC (product life cycle 产品生命周期 ) adopt different promotion ways

New products launch Advertisement

Mature stage （产品成熟期） Marketing Mix

New business opportunities: the market demand + high and new technology

Unilever r&d center's mission is to use gene, nano, market demand information and another high and new technology so that changing the market demand become new business opportunnities.Natla jie said that demand from business point of view that people need something, and how to from the technical point of view put forward a solution,which is a research and development center. The basic rule of company research and development of new products is to ensure "safety first", "practical first", "quality first".

• For example, in Asia mostly in the form of vertical washing machine, the water from above, the detergent with water there can be a certain amount of bubbles. But in Europe is generally horizontal washing machine, much bubble is not convenient to the clothes back, it need to develop low foam detergent.

• So, Unilever is according to market demand, the use of new technology research and development of new products, create new business opportunities.

Combination of "globalization" and "localization"• Along with the development of economic globalization,

the company in the 1990 s to adjust management strategy, the business gradually focus on competitive advantage of products and brands. At the same time, the company is very pay attention to the combination of "globalization" and "localization", new product formulation, ingredients, and even advertising and packaging will utmost to consider consumer's tastes and habits in different areas.

• Company headquarters decided to launch a new brand of ice cream, in the world will have a unified recipes, ingredients, manufacturing process, packaging and advertising. But the company will also according to different regional people's taste, ingredients or increase or decrease slightly changes to the recipe.

• Sales of ice cream in South Asia, for example, may need to add some more cocoa and coffee, sold in China is lower sweetness.

• In different areas, there may be local words on the packing of the products, may be covered by the local people in advertising.

• But the quality of ice cream manufacturing processes, product identification and standard is uniform around the world, not by the regional sales headquarters and r&d centers to grasp, only suggests, they didn't say.

Thank you ！