CONSUMER BEHAVIOR CASE How Unilever's Brands Connect with Consumers From soap to soup, Unilever markets a wide range of Beauty." Based on extensive consumer research into personal care products, foods, and household clean- women's attitudes and emotions, the campaign uses ers under popular brands like Dove, Bertoll, Lipton, ads, YouTube videos, special events, and other commu- Lux, Axe, Sunsilk, Surf, and Omo. Two billion consum- nications to counter beauty stereotypes and make the ers buy its products every day, adding up to annual point that real beauty is more than skin deep. By link- revenue of $62 billion. The Anglo-Dutch company Ing its soap brand to messages reinforcing positive self- constantly conducts research to learn more about what esteem for women of all ages, races, sizes, and shapes, consumers want and need, Identifying even seemingly Dove has won the admiration and loyalty of consumers small changes that can make a big difference in the In many countries. daily lives of people worldwide. Unilever's Rag food brand has been courting par- One of the company's most memorable market- ents with Facebook and YouTube communications that Ing Initiatives has been Dove's "Campaign for Real encourage ongoing conversations with marketers and among its brand fans. For example, marketers recently to make consumers feel good about doing this action used the brand's Facebook page (which has more than (for themselves, their family, and society). Finally, find one million "likes") to start a dialogue about getting a way to continue the behavior over time (ask children children to eat. Its Facebook fans responded with dozens to wash before every meal). With these five steps, of additional Ideas, which Ragu's ad agency tumed into Unilever convinced millions of consumers in devel- helpful online videos that dish up tips with a sense of hu- oping countries to adopt the healthy habit of washing mor. Hoavy use of social media is one way that Rag alms their hands promoting the company's Lifebuoy soap to create an emotional connection with its customers and brand at the same time. understand their ever changing needs and interests. Unilever also sells taundry products in developing Campaigns combining Facebook, YouTube, Twit- nations where water is a scarce resource, yet consumers ter, and special websites have helped Unilever market are accustomed to rising clothes several times to get its food and personal care brands to highly targeted them clean. To address both consumer needs and en- segments such as Latino families in the United States vironmental issues, CEO Paul Polman explains "We've Unilever's www.vivemejor.com, the Spanish-language put products out in the market-fabric softeners-that website, and Facebook page provide brand-oriented only need one inse. Even then,"consumers were still recipes, coupons, holiday Ideas, household hints, and doing two or three rises, so we had to be very creative other Information that Latino families can use. The in educating them," he says. Clearly, Unilever wants to company also holds Disfruta la Pasin de la vida events build strong relationships with its customers by making outside supermarkets to attract and engage Latino sure its brands are down-to-earth and "real" consumers. In planning such events, the company turns to its Multicultural Consumer Marketing Insights research team for guidance. CASE QUESTIONS Unilever is looking beyond immediate acquisition 1. How is Untlever applying its understanding of inter- behavior to encourage healthy, environmentally sus nal consumer processes in the psychological core tainable behavior all over the world. Through research, to market its products? it has determined that the first step is to help consum- 2. Which of the four external processes in the con- ers understand why they should do something (such sumer's culture do you think have been the most as wash with soap to prevent the spread of disease). Important to the success of Dove's Campaign for The next step is to show them how easy it is to take Real Beauty? Why? action (buy bars of soap and use them). Then, they 3. Do you agree with Unilever's decision to link its brands must make the new behavior desirable (washing can with efforts to encourage healthy and environmentally keep the family safe from germs). Next, it is important sustainable behaviors? Explain your answer. CONSUMER BEHAVIOR CASE How Under Armour Gets Noticed The Nike Swoosh may be one of the most recognized "Universal guarantee of performance in a conspicu- logos in the world of sports, but the Under Armour ous position, offering a full refund if customers are logo (an Interlocking U and A) Is Increasingly in the ever dissatisfied with a product for any reason. The spotlight as the company gets noticed on and off the diversity of models and athletes on the Under Armour field. Founded in 1996 by Kevin Plank, once a member site and in its ads, often shown participating in a of the University of Maryland's football team, Under sport, Invites a broad range of consumers to identify Armour designs apparel and gear to help athletes feel with the brand. and do their best in hot or cold weather, in sports The close ties between Under Armour and the Uni- arenas or on the track. How can a latecomer to a fast- versity of Maryland have led to additional opportuni- growing industry dominated by global glants such as tles for brand and product exposure. To grab attention Nike get noticed? and sell more team merchandise, college and profes- A little-known brand name was only one of Under slonal football teams are switching to more fashion- Armour's early challenges. Another was that many of able uniforms and gear, with flashler colors and styles. its first products (such as undershirts that wick away As part of this trend, Under Armour has designed moisture) were not actually visible to onlookers. In 32 different items for football players at the University contrast, the logos of competing brands were visible of Maryland to wear. Fans, competing teams, and the and often prominent on athletic shoes, shirts, and media can't help but notice the eye-catching com- caps. So the company Initially positioned itself as "a binations of shirts, pants, and helmets worn by team brand for the next generation of athletes." Whereas members on different dayswith Under Armour's Nike was sponsoring well-known, established athletes, now-familiar logo on each item. Under Armour's sponsorships went to up-and-comers What's ahead for Under Armour? The company is known for their dedication and athleticism. Its first expanding into Europe and beyond, relying on distri- endorsement deal was with a Dallas Cowboys football bution and marketing communications to reach more player who had been at University of Maryland with consumers, both casual and serious athletes. It is using Under Armour's founder. More recently, the company's social media such as YouTube, Twitter, and Facebook performance apparel has been spotted on endorsers to engage consumers, showcase its sports endorsers, such as Heather Mitts (soccer), Cam Newtown (foot- and increase brand and product visibility. Just as ball), and Derrick Williams (basketball). Important, new products are in the pipeline, along As its sponsored athletes do well, and their teams with new technology that enhances Under Armour's win games and even championships, Under Armour's differentiation, 151 brand gains attention and visibility. Although not every rising star becomes a sports legend, the brand still gets exposure as these athletes receive media cov- CASE QUESTIONS erage, become established in their sports, and appear 1. What is Under Armour doing to make its brand per- In Under Armour ads. Now that the company rings up sonally relevant, surprising, and easy to process? more than $1 billion in yearly revenue from the sale of 2. What role do objective and subjective comprehen- clothing, footwear, and accessories for men, women, sion play in Under Armour's ability to market its and children, It can also afford some high-profile deals, products by sponsoring up-and-coming athletes? such as being endorsed by Tom Brady of the New 3. Why would Under Armour want to be sure that England Patriots. consumers can clearly see different models as The Under Armour website features the brand well as its mission and guarantee on the brand's mission-"Make all athletes better" and puts its website