How Unilever’s Brands Connect with Consumers

In: Business and Management

Submitted By hayana
Words 334
Pages 2
How is Unilever applying its understanding of internal consumer processes in the psychological core to market its products?

Unilever is using several points of the psychological core to market their product in order to make customers loyal. For exemple, the brand Dove used internet's exposure and the comprehension of the use to make ads for their “campaign for real beauty”. A lot of different types of customer are target in this campaign and everyone will remember it.
For Ragù, they also used internet and therefore the exposure of the social media power to dialogue with their customers in order to get parent's opinion about getting children to eat to make a product that full fill the customers needs and also to create a relationship with them.
They also created a website for their latinos customers to provide them with brand-oriented products. It creates a relationship between the customers and the brand and gives also a good image of the brand, a brand who really care about his customers.
They are also trying to get more customers by explaining to them how and why they should use a product in order to make their lifes better and also to make them feeling good about doing that action. This one is a part of memory and knowledge in the psychological core
They also try to make the use of the product way easier and to fit with the environmental issues which is a part of attitude and formation changes in the psychological core.

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?

The most important external process in the consumer's culture to the success of Dove's Campaign for Real Beauty are phycographics values, personality and lifestyles. The aim was to touch customers by telling them that there is no norms for beauty, every women is beautiful…...

Similar Documents

Brands vs Consumer Behaviour

...PROPOSED TOPIC: Examining the influence of Brand Image on consumer buying behaviour. The Case of Apple I-PHONE in the UK. INTRODUCTION OF TOPIC: Nowadays firms in all segments are probing for a new foundation of sustaining competitive advantage because the competition in the marketplace is getting more rigorous. However brand image has stand as one of the powerful tool of gaining comparative advantage. It is certain that firms with powerful brand image make a momentous progress in the marketplace. A strong brand will project a picture of superiority of a firm’s product or service. Apple Inc is an American multinational corporation that market and design personal computers, electronics and computer software. Apple Inc was founded in April 1976 in Cupertino California by the late Steve Jobs. Apple Inc is the largest technology company in the word by profit and revenue. Apple Inc has built a reputation as a consistent and trustworthy electronic company. Apple aspires to become the world leader in electronics, computer software and personal computer. RATIONALE FOR THE TOPIC: The rationale for my topic holds on the fact that brand is becoming the tool for absolute advantage for business in the twenty-first century. It is a challenge for organisation to survive in the constant and fierce battle of brands in the wallets, heart and mind of consumers. Though this study was premeditated for a course work, it will go beyond the purpose, the result of this study will assist......

Words: 2284 - Pages: 10

Consumer Brand Behaviour

... Consumer Brand Behaviour Module introduction: a consumer society Consumption Ethic “Teach him to live rather than avoid death; life is not breath, but action, the use of our senses, our mind, our faculties, every part of ourselves which makes us conscious of our being. Life consists less in length of days than in the keen sense of living. A man may be buried at a hundred and may have never lived at all. He would have fared better had he died young.” (Rousseau 1762) Programme Book: Consumer Behaviour: a European Perspective (4th Ed) Solomon, M., Bamossy, G., Askegaard, S. and Hogg, M. Assessment: – Assignment (40%) – Exam (60%) Timetable Week 1 Theme Consumers Topic Introduction to the unit : What is Consumer Behaviour? A consumer society The self Motivation, values and lifestyle Learning and memory Groups and brand tribes Opinion leadership and WOM Family and age Culture and lifestyles Cultural change process Module review Reading Ch 1, 2 2 3 4 5 6 7 8 9 10 Consumers as individuals Consumers as individuals Consumers as individuals Behavioural influences Behavioural influences Behavioural influences Behavioural influences Behavioural influences Final thoughts Ch 5 Ch 6 Ch 7 Ch 9, 10 Ch 9, 10 Ch 11 Ch 13, 15 Ch 14 - What is consumer behaviour? ‘The study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires.’ Solomon et......

Words: 1551 - Pages: 7

How to Connect Internet

...www.NetLiteracy.org | [PickP a date]| 1 the g e 1 Basic Computer Components Computers come in different shapes and sizes. However, there are several parts on a computer that are universal to all computers. Hardware vs. Software Hardware includes the parts of the computer system that you actually can touch (like the keyboard, mouse, monitor, or CPU). What’s a CPU? It’s explained below. Software refers to the programs that you use on your computer (like a wordprocessing program) or the programs that make your computer work (you physically cannot touch these). Programs are also called applications. CPU (Central Processing Unit): This box is the brain of a computer system. It processes, stores, and communicates information. Wires connect your CPU to your monitor and other devices. Computers are somewhat similar to people. They have memories just like us. The memory on a computer is stored in data on disks. Disks look like small heavy old style records. Disks function similarly like records. As the disk spins inside the computer, the data on the disk is accessed. The programs that you use (such as word-processing) and the program that runs your computer (the operating system) are stored on the CPU’s hard disk. Monitor: This part of the computer system that visually communicates with the user. It is somewhat like a television. Almost all information communicated from the computer to the user is through the monitor. (The monitor is also referred to as “the screen”) |......

Words: 5123 - Pages: 21

Effects of Brand Associations on Consumer Response

...of brand associations on consumer response A. Belen del Rõo   Facultad de Ciencias Economicas, University of Oviedo, Spain Rodolfo Vazquez  Võctor Iglesias  Facultad de Ciencias Economicas, University of Oviedo, Spain Facultad de Ciencias Economicas, University of Oviedo, Spain Keywords Brand image, Brand equity, Consumer attitudes Abstract This paper studies the dimensions of brand image, focusing on the functions or value of the brand as perceived by consumers. In this way, four categories of functions are identified: guarantee, personal identification, social identification and status. By way of hypotheses, it has been proposed that these functions have a positive influence on the consumer's willingness to recommend the brand, pay a price premium for it and accept brand extensions. The hypotheses have been tested in the Spanish sports shoes market and were partially supported. The results obtained confirm the convenience of analyzing brand associations separately and enable the ascertaining of the brand associations that are the most relevant in order to attain certain consumer responses. Introduction Over the last decade, firms have markedly increased their investments in the creation and development of brands. In fact, in most economic sectors a gradual brand generalization can be observed, even in those markets that have traditionally been more reluctant to use them (as is the case of food and agriculture or high tech product markets). A certain brand......

Words: 7837 - Pages: 32

How Unilever’s Brands Connect with Consumers

...How Unilever’s Brands Connect with Consumers How is Unilever applying its understanding of internal consumer processes in the psychological core to market its products? Unilever is using several points of the psychological core to market their product in order to make customers loyal. For exemple, the brand Dove used internet's exposure and the comprehension of the use to make ads for their “campaign for real beauty”. A lot of different types of customer are target in this campaign and everyone will remember it. For Ragù, they also used internet and therefore the exposure of the social media power to dialogue with their customers in order to get parent's opinion about getting children to eat to make a product that full fill the customers needs and also to create a relationship with them. They also created a website for their latinos customers to provide them with brand-oriented products. It creates a relationship between the customers and the brand and gives also a good image of the brand, a brand who really care about his customers. They are also trying to get more customers by explaining to them how and why they should use a product in order to make their lifes better and also to make them feeling good about doing that action. This one is a part of memory and knowledge in the psychological core They also try to make the use of the product way easier and to fit with the environmental issues which is a part of attitude and formation changes in the......

Words: 450 - Pages: 2

How to Connect with Genration Y

...How to connect with generаtion Y The right plаce to work Generаtion Y vаlues sociаl networks аnd contаct over sаlаries аnd positions Todаy’s young people аre not аs keen on stаying put in one work plаce аs eаrlier generаtions. They like to mix things аround аnd try different things, but thаt does not mаke them аny less cаpаble аs employees. For the new ‘Generаtion Y’, work isn’t something they will sаcrifice everything for; insteаd it is something thаt should be аn integrаted pаrt of their lives. If the job doesn’t mаke sense to them, they might be less hаrd working. They wаnt to feel thаt their work is meаningful, аnd thаt it contributes both to the compаny аnd their own personаl development. Money is not necessаrily the primаry issue аt stаke for this generаtion thаt hаsn’t reаlly experienced mаteriаl needs. The sociаl relаtionships with co-workers аnd executives аre just аs importаnt аs well аs the possibility of а vаriety of work experiences аnd а chаllenging every dаy, where these young people cаn use their аbilities аnd show thаt they аre cаpаble of lifting more difficult tаsks. Аttrаctions The concept аnd the аtmosphere of the compаny аre very importаnt for this generаtion in their choice of job. Young people of todаy аre аttrаcted to workplаces thаt cаn offer them а high level of flexibility аnd vаriаtion in their jobs, аs compаnies like KPMG аnd Price Wаterhouse Coopers do by providing а rаnge of different work experiences such аs sociаl-responsibility......

Words: 830 - Pages: 4

Brand Culture and Consumer Interaction

...Brand Culture and Consumer Interaction Brand culture is an integral component of our consumer culture. Consumers’ identification with certain brands influences their purchasing behaviors. As such, companies aim to develop an ethos and worldview through their brand that the consumer desires and identifies with. Once this is accomplished, the consumer “buys” into the brand. Harley Davidson, Apple, and Coca-Cola are examples of brands that have excelled in establishing this brand identification amongst its customer base. One method in which companies can further establish this brand identification is by engaging the customer with brand interaction. Nike is a contemporary brand that fully utilizes customer interaction and engagement to promulgate its brand culture. Customer interaction and engagement with the brand leads to effects that are echoed by the authors of this week’s readings concerning brand culture and user commodification. Lee and Klein identify that brands conjure up emotions in consumers and that is what influences their purchasing decisions, as a result of the brand identification established. Nike is able to emotionally tie its customers to its brand by allowing its customers to fully engage with its brand through the ways in which customers can interact with its products and product development. The NikeID program is an example of how Nike allows customers to interact and engage with its brand. Nike allows customers to design their own shoes and......

Words: 587 - Pages: 3

Http: //Www.Termpaperwarehouse.Com/Essay-on/How-Unilever-S-Brands-Connect-with-Consumers/295929

...Mahal kita pero Mahal kita pero Mahal kita pero [ Bridge ] Di pwede kay nanay, di pwede kay tatay Ayaw ni tito at ni tita Mapili si ate pati si kuya Strikto si lolo at si lola Mag-aral raw muna O mas bigyan ng oras ang pamilya Pero tandaan mo to Mahal na mahal kita [ Chorus ] Mahal kita pero Mahal kita pero Mahal kita pero Pero pero Bata pa tayo di ko pa kaya Marami pa tayong inaasikaso At baka rin posibleng sa iba ka pang magkagusto Ang oras muna ay hayaang palipasin Pag tama na ang panahon Pwede mo na kong lambingin Mahal kita pero Mahal kita pero Mahal kita pero Pero pero Alam mo naman ilang beses ko nang pinaramdam Ilang beses na rin kitang sinabihan Na ako ay babalik Nang handa kang mahalin at alagaan Yeah yeah Mahal kita pero Mahal kita pero Mahal kita pero Pero pero Woah Mahal kita pero Mahal kita pero Mahal kita pero Pero pero  Mahal Ko O Mahal Ako Dalawa kayo sa buhay ko At ako ngayon ay kailangan nang mamili Isa lang ang maaari Alam mong narito ako Lagi para sa iyo Mahal kita ng labis Ngunit iba ang iyong nais At siya'y narito Alay sa ki'y wagas na pag-ibig Nalilito Litong litong lito Sino ang iibigin ko Ikaw ba na pangarap......

Words: 1049 - Pages: 5

How to Develop Brands

...same brand name for products that are new. The brand name being well established, the firm will be able to spend less in developing consumer awareness of the brand and associations for the new products. If the original brand has a strong acceptance from consumer, the perception will translate to other products. When used for complementary products, an increase in overall sales is experienced since a synergy exists between the two products. Kellogg’s had to branch out from a company it was of cereals. It is through using this this strategy this strategy of branding those corporate names into names of actual products that make it possible for the company to introduce new products in a way that is very convenient since it is quick and easy. This process helps the company to develop awareness to their brands for the new product. Frilo-lay markets their chips and dips under several categories of brand names. When people tend to buy a certain product like chips, they might consider buying the dips as well since a certain synergy would exist between certain products that would increase sales. This occurs when brand extensions are used for complementary products. Decision to go back to Miller’s original packaging is a good idea. However, not all brand extensions are successful. There are several factors that ought to be considered in making the act of brand extensions successful. Marketers need to very much evaluate the fit between the product class of the core brand......

Words: 1242 - Pages: 5

How Dreams Connect to Wish Fulfillment

...How Dreams Connect to Wish Fulfillment Dreams are a very diverse subject in cinema because of the various ways they are portrayed and played out in a film. They are open to have anything happen in them, and the advancement in cinematography and postproduction makes it possible to take many different artistic directions when filming dream sequences in a film. It is also possible for a dream to have meanings and purposes, such as playing a role in fulfilling a wish that someone cannot normally achieve in reality on their own. This idea is represented well by the protagonist in Sherlock Jr., a projectionist who yearns to become a detective. Since Sherlock Jr. is a silent film, the protagonist’s feelings and emotions, as well as the emotions of all of the other characters, are heavily portrayed through their actions and facial expressions, as well as dialogue and backstory that are shown on the title cards. One of the projectionist’s desires is explained at the very start of the film, first written on the second title card and then in the first and second opening shot where he is seen reading a book titled “How To Be A Detective.” In the first shot where he is seen sitting by himself and the big empty theater can be perceived as representing how enthralled he is in his own world of wanting to be a detective. While reading the book, the protagonist shows more of his desire by taking out a magnifying glass and inspecting his own fingerprint, and by wearing a fake moustache......

Words: 1420 - Pages: 6

Consumer Influence on Brand Meaning

...MKTG203 Investigative Essay: Consumer Influence on Brand Meaning The marketing team or the end consumer: Who determines the underlying meaning behind an established brand? By design, the marketing of a brand or product is undertaken with the intention to stir a response within a consumer about the apparent value attributed to that product or brand, and ultimately result in the consumer making a purchase. With that in mind, one could assume that the definitive meaning of a brand would be formed as the general intention of the marketers who have either created the brand, or currently work on it. This essay will debate that it may indeed be consumers that have the capacity to determine a brand’s meaning, rather than the marketer responsible for the brand, and that this newly developed meaning may not even be remotely comparable to the marketer’s initial intended meaning. The underlying meaning behind a brand, whether intentional or not, can be conveyed and interpreted through the influence of multiple factors. From culture, religion, politics and travel exploration in an increasingly global landscape; to multiple media platforms including film and television; to internal factors such as past experience and memories revived from childhood; consumers can use their own awareness, surroundings and experiences to form their own interpretations on a brand’s meaning. Culture can often have a great influence on brand meaning. The addition of all the customs, beliefs and values......

Words: 2294 - Pages: 10

Does the Consumer Define the Brand or the Brand Define the Consumer?

...things to understand about a brand is that its value is highly individualized. A customer might grow tired of a brand, or more enamored [sic], independent of how other customers are responding to it. (Rust R.T et all, 2004).In this essay, there will be an analysis of how the consumer affects a brand and how the brands try their best in order to get consumers to buy their products and how that defines the consumers themselves. However, firstly what is a brand? It appears that ‘each expert comes up with his or her own definition of brand or nuances of definition’ (Mishra P, 2012). One view is that ‘a brand name is nothing more or less than sum of all the mental connections people have around it’ (Jacoby J et all, 1997) but the general definition is a unique design, sign, symbol, word or a combination of these, employed in creating an image that identifies a product that differentiates it from its competitors (Business Dictionary). Consumers define brands but brands also define consumers. When people see certain brands, they associate it with specific statuses or lifestyles. A study showed that when shown a video of a person and asked for their first impressions. Their judgements of qualities such as friendliness and assertiveness differed depending on whether the video depicted the person with expensive material possessions or not. People use materials/ brands to express who they are and construct a sense of who they would like to be (Dittmar H, 2004). Brands have become an......

Words: 1067 - Pages: 5

How Unilever’s Brands Connect with Consumers

...require soldiers, Builders and health workers to rebuild. This rebuilding can increase economic activity and boost GDP. Finally, GDP doesn't account for quality of goods by which GDP would grow as a result of inefficiency and waste when consumers spend money on replacing cheap goods rather than buying a higher-quality goods in the first place. Q1 B- ISEW is one of the alternative measures of national welfare. It adds the missing factors in GDP such as inequality, household productions and cost to the environment to the national expenditure in order to better peoples quality of life. ISEW is a complicated system that adds components such as the public sector non defensive expenses and the value of services from labour and then subtract the negative factors such as the costs of environmental degradation and the depreciation of the natural capital where all of these factors are very important for country development. The main advantage of ISEW is that it covers a boarder variety of categories thus showing the growth sustainability more clearly by which governments can see how much of their growth need to be changed regarding to the unsustainable means they currently employing. Another advantage for ISEW that it allows governments to see how to meet the social targets along with the economic one's in order to improve the overall welfare. However, some ISEW factors have no apparent monetary value, this may result in differences in construction and lead to inefficiency......

Words: 1755 - Pages: 8

Consumer Behaviour Model of a Brand

...(3593) Wasim Akhtar (3588) Ateeq-ur-Rehman (3582) Muzammal Shahzad (3623) Consumer Behavior Model Of Consumer Behavior Model Of Table of contents | * Introduction * Marketing Stimulus * Sociocultural Environment * Psychological Field * Buying Decision Process * Purchase * Post-Purchase Evaluation Introduction Tea is an aromatic beverage commonly prepared by pouring hot or boiling water over cured leaves of the Camellia Sinensis, an evergreen shrub native to Asia. After water, it is the most widely consumed drink in the world. As evident by its name the blend consists of well-made premium quality Tibetan BP1s (granules). Each component of Tibet blend is carefully selected to provide a lovely looking leaf appearance that is neat, black, grainy and fairly even. Tibet blend is an excellent combination of lively taste and distinct, which produces satisfying cup of tea for the consumers who like aromatic/flavor tea. The most important feature of this brand is that the characteristics of a brewed cup remain intact even after a long time. Simply, Tibet is a new brand that provides a great value product. Marketing Stimulus: The marketing stimuli are consist of four groups of variable are Known as Four P’s (Product, Price, Place, and Promotion). * Product: Product line of TIBET tea is not lengthy like other products because it’s a new brand in market so it contain only two type of tea, brown tea and green tea. We also......

Words: 2462 - Pages: 10

Building Brands - of the Consumers, by the Consumers, for the Consumers

...Building Brands - Of the Consumers, By the Consumers, For the Consumers In July 2006, HUL (then HLL) launched India’s first community portal exclusively belonging to a brand – The Sunsilk “Gang of Girls”. The initiative was an instant success with the number of members crossing the half million mark within six months of launching. It was HUL’s attempt to revive the Sunsilk brand. Today with a member base of 7.5 lakh users (a mere 2.5 lakh users in four and a half years), the success of Sunsilk’s brand building exercise is debatable. But, what cannot be denied is HUL’s early recognition of a marketing channel – Conversational Marketing - that is moving towards becoming the trend for marketing and brand building in 2012. The launch of Orkut in 2004 (later in India in 2006) and the rise of Facebook’s usage as everyday’s must activity, paved the way for a new kind of a marketing channel which we all know as “Social Media”. Today almost each brand has their own Facebook page which is “liked” by fans, where the brand gets promoted each time the target segment logs onto Facebook. But, not all brands have sufficiently leveraged the true value of social media. Social Media have been extensively used for advertising and sales promotion. So much so that the value of communities like Facebook to marketers has been questioned as to whether it is the right place to reach your consumer. The regular argument is the fact that Facebook advertisements have critically low......

Words: 2212 - Pages: 9