For the case study, answer the following questions. 5. Over time, should Unilever combine the more germs
Fantastic news! We've Found the answer you've been seeking!
Question:
For the case study, answer the following questions.
5. Over time, should Unilever combine the "more germs" and "faster kill" claims into positioning Lifebuoy?
6. it is unlikely that competitors would let Unilever take market shares away from them in the liquid antibacterial handwash category. how can they fight Unilever?
Transcribed Image Text:
Lifebuoy/Unilever Asia Private Limited "Superfast Handwash" - rhree Lead Agency Lowe Lintas and Partners Target Markets The three markets chosen-India, Saudi Arabia, and Pakistan-were the most significant to Unilever because of their sizes and growth opportunities. If it did not "fire" in these markets, Unilever would not be a viable player in the global liquid handwash market. India: The largest and most valuable among all of Unilever's markets. Lifebuoy was an established brand in ladia in bar soaps, but the brand's closcat coumpetitor owned more than half the market in the liguid handwash category. Saudi Arabla: The largest market in the Middle East, where Unilever faced a domjnant competitor that was growing even larger. Pakistan: The second largest market in the Indian subcontinent, with two stng Unilever competitors. Strategic Challenges In the three countries, antibacterial handwash was widely used, but there were established antibacte- zial Jiguids that have been household names for ears. To illustrate the importance of consumers' need for the product and knowledge of its effective- ness, let's considek Argentina. Because of a swine flu outbreak, public messaging exhorted people to wash with soap but did not specify antibacterial soap. Hence, consumers questioned the necessity of an antibacterial soap. Because Lifebuoy Handwash was high-prioed, it was expected to appeal to higher-income groups. This was a difficult issue because, in India, he brand's bar soaps were popalar among lower- income groups. In cach of the three markets, competitors offered "all powerful" antibacterial solutions. Consum- ers perceived these products as "germ killers" that offered long-lasting, all seasons protection. In Pakistan, India, and Saudi Arabia. Lifebuoy had to create a unique image. It was anew, high- priced entrant to the liquid handwash category, and could not casily take on dominant competitors. Across the three countries, Unileyer wanted to target higher-income mothers who were potential handwash users and convince them to usa Litebuoy Handwash for-teir families. These mothers had kids aged-betwentand.12.years.and were using competitive brands, When if came to protection, the target mothers believed that their families deserved the best and were not willing to compromise. This gave Unilever a foot in the door opportunity. If the company could convince these mothers that Lifebuoy offeredrthe best protection, it had a chance to capture meaningful market shares. Objectives 1. Increase preference for Lifebuóy among higher-income segments (defined by a socioeconomic classification index). This would be tracked by a consumer household panel that Unilever commissioned through a retail aodit agency. 2. Establish the Lifebuoy proposition as unique and differentiate it from the competition. This would be tracked by using quantitative research among consumers after the communication had run for at lecast a month to measure recall of messaging. Insights Through lab research, Unilever could claim that Lifebuoy were better than competitors' products on germ kill: it.couuld.kill even manegerms During consumer research studies, when the results of the lab rescarch were shown to them consumers said this was unbelievable. Proof or no proof, they were upwilling to budge. That's when Unilever realized that beating competitors by going head to head against them would not work. Lifebuoy/Unilever Asia Private Limited "Superfast Handwash" - rhree Lead Agency Lowe Lintas and Partners Target Markets The three markets chosen-India, Saudi Arabia, and Pakistan-were the most significant to Unilever because of their sizes and growth opportunities. If it did not "fire" in these markets, Unilever would not be a viable player in the global liquid handwash market. India: The largest and most valuable among all of Unilever's markets. Lifebuoy was an established brand in ladia in bar soaps, but the brand's closcat coumpetitor owned more than half the market in the liguid handwash category. Saudi Arabla: The largest market in the Middle East, where Unilever faced a domjnant competitor that was growing even larger. Pakistan: The second largest market in the Indian subcontinent, with two stng Unilever competitors. Strategic Challenges In the three countries, antibacterial handwash was widely used, but there were established antibacte- zial Jiguids that have been household names for ears. To illustrate the importance of consumers' need for the product and knowledge of its effective- ness, let's considek Argentina. Because of a swine flu outbreak, public messaging exhorted people to wash with soap but did not specify antibacterial soap. Hence, consumers questioned the necessity of an antibacterial soap. Because Lifebuoy Handwash was high-prioed, it was expected to appeal to higher-income groups. This was a difficult issue because, in India, he brand's bar soaps were popalar among lower- income groups. In cach of the three markets, competitors offered "all powerful" antibacterial solutions. Consum- ers perceived these products as "germ killers" that offered long-lasting, all seasons protection. In Pakistan, India, and Saudi Arabia. Lifebuoy had to create a unique image. It was anew, high- priced entrant to the liquid handwash category, and could not casily take on dominant competitors. Across the three countries, Unileyer wanted to target higher-income mothers who were potential handwash users and convince them to usa Litebuoy Handwash for-teir families. These mothers had kids aged-betwentand.12.years.and were using competitive brands, When if came to protection, the target mothers believed that their families deserved the best and were not willing to compromise. This gave Unilever a foot in the door opportunity. If the company could convince these mothers that Lifebuoy offeredrthe best protection, it had a chance to capture meaningful market shares. Objectives 1. Increase preference for Lifebuóy among higher-income segments (defined by a socioeconomic classification index). This would be tracked by a consumer household panel that Unilever commissioned through a retail aodit agency. 2. Establish the Lifebuoy proposition as unique and differentiate it from the competition. This would be tracked by using quantitative research among consumers after the communication had run for at lecast a month to measure recall of messaging. Insights Through lab research, Unilever could claim that Lifebuoy were better than competitors' products on germ kill: it.couuld.kill even manegerms During consumer research studies, when the results of the lab rescarch were shown to them consumers said this was unbelievable. Proof or no proof, they were upwilling to budge. That's when Unilever realized that beating competitors by going head to head against them would not work.
Expert Answer:
Answer rating: 100% (QA)
5 Yes it should combine more germs and faster kill This will enhance its chances to defeat its compe... View the full answer
Related Book For
Managerial Accounting
ISBN: 978-0134526270
3rd Canadian edition
Authors: Wendy M. Tietz, Louis Beaubien, Karen W. Braun
Posted Date:
Students also viewed these accounting questions
-
The production possibilities for the United States and Saudi Arabia are given in Problem 1. Suppose now that each country specializes in the good in which it has the comparative advantage, and the...
-
If you were asked to advise a private company about its equal employment opportunity responsibilities, what two points would you emphasize as most important?
-
If contract promises were not excused because of acts of war, would the clearing and settlements clients of Bank of New York change their behavior? If so, how? What reliance behavior would be...
-
Aggie, inc. purchased a truck at a cost of $12,000. the truck has an estimate salvage value of $2,000 and an estimated life of 5 years, or 100,000 hours of operation. The truck was purchased on...
-
Visit www.sanofi-aventis.ca/live/ca/en/Jayout.jsp?scat=DD41F6DC1-2248-4193-8145- DDE77042A743, and click on Begin the tour. After viewing the manufacturing operations of Sanofi-Aventis, prepare an...
-
Two joint products A and B are produced in a process. Data for the process for the last period are as follows: Common production costs in the period were $12 000.There was no opening inventory. Both...
-
Find the LCM of 18,24 , and 40 using lists and prime factorization.
-
Buttercup Corporation issued 300 shares of $10 par value common stock for $4,500. Prepare Buttercups journal entry.
-
. Form 8829 Federal Statements 2021 Tax Rate Schedules InstrUCtionS Note: This problem is for the 2021 tax year. A David R. and Ella M. Cole (ages 39 and 38, respectively) are husband and wife...
-
A village has six residents, each of whom has accumulated savings of $100. Each villager can use this money either to buy a government bond that pays 10 percent interest per year or to buy a...
-
XYZ Company produces and sells three products. Information about these products for November is given below: Product A Product B $48 $74 selling price per unit variable costs per unit number of units...
-
How do organisms perceive and respond to environmental stimuli through sensory transduction mechanisms and neural processing pathways, and how are these sensory capabilities shaped by evolutionary...
-
How does the Society for Worldwide Interbank Financial Telecommunication (SWIFT) network facilitate secure and standardized messaging among financial institutions globally, and what are the key...
-
What are the mechanisms underlying reproductive isolation and hybridization barriers between closely related species, including prezygotic and postzygotic mechanisms, and how do these mechanisms...
-
Tamar owns a condominium near Cocoa Beach in Florida. In 2 0 2 3 , she incurs the following expenses in connection with her condo: Insurance $ 1 , 2 9 0 Advertising expense 8 2 5 Mortgage interest 5...
-
Gillman Company is forecasting sales of 62,500 units of product for August. To make one unit of finished product, 4 pounds of raw materials are required. Actual beginning and desired ending...
-
During 2016, Flossmoor Company had 50,000 shares of $20 par value common stock and 7,000 shares of 8%, $60 par value convertible preferred stock outstanding. Flossmoor Company's 2016 net income was...
-
If the amplifier indicated by the box input impedance of oo, which of the following statements are true ? has an open loop gain as well as Feedback factor (\beta = 1/ R_1\) The feedback is voltage...
-
Before reading Chapter 1, what did you picture accountants doing, day in and day out, at their jobs? From where did this mental picture come (e.g., movies, first accounting class, speaking with...
-
What are the four categories of quality-related costs? Name a cost in each of the four categories for each of the following types of organizations: a. Restaurant b. Hospital c. Law firm d. Bank e....
-
Describe two ways managers can use flexible budgets.
-
1.2 Pokmon GO. Crystal Gomez, who lives in Mexico City (as noted in Global Finance in Practice 1.2 in the chapter), bought 100 Pokcoins for 17 Mexican pesos (Ps or MXN). Nintendo of Japan, one of the...
-
1.3 Isaac Dez of Brazil. Isaac Dez Peris lives in Rio de Janeiro, Brazil. While attending school in Spain, he meets Juan Carlos Cordero from Guatemala. Over the summer holiday, Isaac decides to visit...
-
1.4 Munich to Moscow. For your post-graduation cel- ebratory trip, you decide to travel from Munich, Germany, to Moscow, Russia. You leave Munich with 15,000 euros (EUR) in your wallet. Wanting to...
Study smarter with the SolutionInn App