Driving Brands for Results (DBR)

June 2015 Examination

Post Graduate Diploma in Marketing

Sri Lanka Institute of Marketing

Assignment

Topic

“Unilever – The Clean and Fresh Journey”

Student name A. Mohamed Azhar

Reg. No. 0000016630

Table of Contents

Table of Contents ................................................................................................................. 2

1. Executive summary .......................................................................................................... 4

2. Introduction ...................................................................................................................... 5

3. Task – 01 .......................................................................................................................... 6

3.1 Analysis the brand equity with the evidence of competitor via Survey (Qualitative

research) ........................................................................................................................... 6

3.2 Product level and Vision and Mission statements ..................................................... 7

3.2.1 Product level ....................................................................................................... 7

3.2.2 Vision and Mission statements ........................................................................... 7

3.3 Archetypes of brand ................................................................................................... 8

3.4 Color mythology with a meaning of each brand name, logo and symbols ................ 8

3.5 Brand personality ....................................................................................................... 9

3.5.1 Personality mind of consumer .......................................................................... 10

3.6 Brand Positioning..................................................................................................... 10

3.6.1 Market ............................................................................................................... 11

3.6.2 Mind of customers ............................................................................................ 11

3.6.3 Against the competition .................................................................................... 11

4. Task- 02 ......................................................................................................................... 12

4.1 Maslow’s hierarchy of needs model ........................................................................ 12

4.2 Kapferer’s brand identity prism ............................................................................... 12

4.3 Brand resonance model ............................................................................................ 13

4.4 Core relation of a brand consumer ........................................................................... 14

4.4.1 AIDA model...................................................................................................... 14

4.5 Architecture of each brand ....................................................................................... 15

4.6 Budget planning by using Porter five forces, BCG matrix and Ansofft model ....... 16

4.6.1 Budget ............................................................................................................... 16

4.6.2 Evaluation and control ...................................................................................... 16

4.6.3 Porter Five force model .................................................................................... 17

4.6.4 BCG Matrix ...................................................................................................... 18

4.6.5 Ansofft Model strategy ..................................................................................... 18

5. Conclusion ..................................................................................................................... 20

6. Recommendation ........................................................................................................... 21

7. Annexure ........................................................................................................................ 22

Questionnaire to the customer ....................................................................................... 22

8. References ...................................................................................................................... 23

1. Executive summary

The assignment was done in reviewing the marketing analysis of Uniliver’s four key

brands of Sunlight, Laojee, Lifebuoy and Bru.

In the first task, the three types of questionnaire were selected to recognize the brand

equity with the evidence of the market competition. Those questions are based on the

Market share, Availability and Consumer attitudes which were attached in the annuexter.

The product level was analyzed the part of Core product, Actual product and Augments

product. The company mission statement was analyzed to find out whether the mission is

possible to the product). Then, the archetypes types of brand was explained to with the

brand character by building the a logical background agent competitors. Other than their

four brands color methodology was explained with the meaning of the each brand name,

logo and symbols. Then, the set of human charatetices and that facts were analyzed in the

five personalities such as sincerity, excitement, competence, patience, shopohistcation

and ruggedness. Finally, the positinging map was used to show the three types of positing

such as the market, Mind of customers and against to the competition to above mention

four brands and those major each competitor.

In the second task, The Maslow hierarchy of need model was analyzed to those brands,

Lifebuoy brand still at the safety stage and other brands still belonging stage. Then, the

brand personality was analyzed with the comparison of competitors analyse from

Kapferer’s brand identity prism. Then, their core meaning was explained for these four

brands in the brand resonance pyramid. The IDEA model was explained to the core

meaning of those four brands. Then, the architecture analyst was reviesed the business

operation, product categories, brand and brand extension. Finally, the promotional budget

and monitoring control strategy were explained. The budget cost allocation was based on

the three key strategies of the porter five forces, Boton Consultancy group model and

Ansoft Matix.

2. Introduction

There were some kind’s Fast moving consumer goods to buy to the customer. Most of the

customers are involved in FMCG purchase with import brand and also multinational

company. Anyway, there is a change to improve the local product with high profit and

customer's peaceful mind.

In the word, Uniliver’s brands were used 160 million times a day, the brands proving a

feeling to keeping a clear your home, fresh. Actually, that brands are part of life of

everyone. In the global market, Uniliver offers 400 brands under the 14 categories. Only

the one company doesn’t touch with so many peoples but Uniliver.

In Sri Lanka, Uniliver was established in 1938 with a brand of Sunlight, Pears Rose and

Lux. Uniliver is the market leader of FMCG good by proving 29 strong brands under the

03 operation as home care, personal care and Foods. The companies know the success of

this business by understanding the consumer’s ideal needs and wants.

Its product categories are Household care, fabric cleaning, skin cleansing, skin care, oral

care, hair care, tea, spreads, toilet cleaning, personal grooming, water.

Uniliver brands are Astra, Axe, Bru, Ceylonta, Clear, Close Up, Comfort, Domex, Dove,

Fair & Lovely, Flora, Knorr, Laojee, Lipton, Lifebuoy, Lux, Marmite, Pears, Ponds,

Pureit, Rexona, Rin, Signal, Sunsilk, Sunlight, Surf Excel, Vaseline, Vim and

Wonderlight.

3. Task – 01

3.1 Analysis the brand equity with the evidence of competitor via Survey (Qualitative

research)

Basically a marketing decision based on the two ways as past experience and information

gathering. The information gathering is called marketing research that defines systematic

design, collection, analysis and reporting of data and findings relevant to a specific

marketing situation facing the company or brand.

Marketing research can be divided as Qualitative and Quantitative Research. Quantitative

Research can be conducted via the way of as surveys, experiments and observation.

Surveys can be conducted via Face-to-face Interviews, Telephone, Interviews and Mail &

SMS, emails and online. Qualitative Research can be divided as Focus Group Discussions

In-depth studies.

I have selected the following three types of Survey techniques from Quantitative research.

Note – Questionnaires were attached in appendix

Brand Summary of market analysis via Questionnaire

Market share Availability Consumer attitudes

Sunlight Vs

Wonderlight

Sunlight – 55%

Wonderlight – 35%

Sunlight – 50%

Wonderlight – 35%

Sunlight – Favorable attitude

Wonderlight – Unfavorable

attitude

Laojee Vs

watawala zeasta

Laojee – 55%

watawala zeasta –

38%

Laojee – 58%

watawala zeasta –

30%

Laojee – Favorable attitude

watawala zeasta – Unfavorable

attitude

Lifebuoy Vs Dettol Lifebuoy – 40%

Dettol – 50%

Lifebuoy – 55%

Dettol – 40%

Lifebuoy – Favorable attitude

Dettol – Favorable attitude

Bru Vs Nescafe Bru – 30%

Nescafe – 55%

Bru – 40%

Nescafe – 55%

Bru – Unfavorable attitude

Nescafe – Favorable attitude

3.2 Product level and Vision and Mission statements

3.2.1 Product level

Product can be tangible, intangible service and idea which offer to satisfy the consumers’

need and wants. The product can be different via following stage.

3.2.2 Vision and Mission statements

3.2.2.1 Vision

Helping people to look good, feel good and get more out of life.

(Source - http://www.unilever.com.lk/aboutus/ourhistory/)

3.2.2.2 Mission

"Unilever's mission is to add Vitality to life. We meet everyday needs for nutrition;

hygiene and personal care with brands that help people feel good, look good and get more

out of life.”

3.2.2.3 Product level of each product

According to Mission statements, the company promises to people in by proving larger

collection of greater Uniliver’s brand collection. The four types of brand are represented

their mission statement as follows.

Brands Core product Actual product Augments product

Sunlight Cloths wash, hand

wash

Quality. Attractive

package

Availability

Laojee Taste Quality, Energy,

Active

Availability

Lifebuoy Protects (against

bacteria)

Quality

Attractive package

Availability

Bru Taste Energy, Available

differ sizes.

Availability

3.3 Archetypes of brand

Archetypes are meaning of the brand, which base on the twelve personality tools which

was created by Carl Jung. The archetype offers the short types of the power of the brand.

Archetypes represent the human desire, deep emotional and its real strength of the brand.

3.4 Color mythology with a meaning of each brand name, logo and symbols

According to research, the colors attract the target consumers quickly, an example, the

web page consumer can subside the advertisement page. This is clear impotence reason to

buy the particular products and they consume believes colors are increasing the brand

recognition. The following brands bring different meaning to this particular brand.

Brands How does Mission transform to each product Value

Sunlight Sunlight that represents the keeping consumers home’s freshly

and clearly

Quality

Laojee High quality of Laojee tea is enjoyed the tea as wells satisfy the

food and snack when drinking.

Fun

Lifebuoy Lifebuoy promotes the health of consumer by including the

hygiene products.

Trust

Bru A Bru that represents the happy moment of genius consumers Fun

Brands Brand character Competitor

brand

Brand character

Sunlight Explore Wonderlight Lower

Laojee Innocent watawala

zeasta

Create

Lifebuoy Hero Dettol Innocent

Bru Magician Nescafe Ruler

Products Brand Meaning of brand color

Sunlight

Yellow color is implied the meaning of sunny as well as

having the fewest green implies the natural color of this

sunlight brand. The brand loges created with sunny affecting

this this product package as well as the brand name as

Sunlight that directly indicate the meaning of sunny.

Laojee

Red color is suggested the passion, energy, aggression to

Laojee brand which Logo makes energetic feel.

Lifebuoy

The red is defined the energy, aggression, meaning of

Lifebuoy brand. Using the band logo of hospitality that

indicated the healthy safety brand.

Bru

Green is definited the natural taste of this brand and it has

meaning as increasing the freshness, as wells the red implies

the energetic and optimistic to this Bru brand.

3.5 Brand personality

Brand personality is a set of human characteristic associated with the brand. It is vital to

differentiate their brand from their competitors as well as building a good competitive

advantage. There are five dimensions, its facts and items as follows to those four brands.

3.5.1 Personality mind of consumer

Brand Personality Facts

Sunlight Competence Reliable

Laojee Excitement Spirited

Lifebuoy Competence Reliable

Bru Excitement Spirited

3.6 Brand Positioning

Positioning is the act of designing the company’s offering and image to occupy a

distinctive lace in the mind of the target market. The end result of positioning is won

current position in the consumer mind. In marketing positioning is all about creating an

image or identity in the minds of their target market for its product, brand or organization.

Uniliver brand has positioned the product by emphasizing product quality, affordability,

flavor, easy to use, fun and entertainment.

I have decided to show their different position as the market, Mind of customers and

against to the competition to above mention four brands and those major each competitor.

Following three positioning maps are below,

3.6.1 Market

3.6.2 Mind of customers

3.6.3 Against the competition

Hig

h M

arke

t gr

ow

th

Low Maket share

High Maket share L

ow

Ma

rket

grw

oth

Hig

h Q

uali

ty

Low Image

High Image

Low

Qu

ali

ty

Hig

h q

ual

ity

Low Maket share

High Maket share

Lo

w q

ua

lity

4. Task- 02

4.1 Maslow’s hierarchy of needs model

This is a theory that of extending the hierarchy of human needs which was explained by

Mr. Maslow. There are five stages as follows for those four brands.

The Lifebuoy brand still at the safety stage where it delivers the psychological and safety

to their consumers. Sunlight, Loajee and Bru Brands still at belonging stage where it

delivers psychological, safety and belonging to their target consumers.

4.2 Kapferer’s brand identity prism

Kapferer’s brand identity prism is into six tools which are discussed under the two sides

of the prism as externalization and internalization. The eternal prism is called social

forces of the brand and help in expressing brands physique, relationship and reflection

forces. The internal prism is called sprite of the brand and it explains the personality,

brand culture and self-image.

Personality describes what personality the brand will adopt if it were a person. Personality

includes character and attitude of the brand as follows.

Lifebuoy

Loajee Sunlightt Bru

4.3 Brand resonance model

The brand resonance model is very important to understand how brands work? It

emphasis it order to get the target customer. Resonance model defines four steps as Brand

identity, Brand meaning, Brand response and Brand resonance. Specifically, the brand

meaning can be divided performance and image as follows.

Brands Brand performance

Product

features &

ingredients

Product

performance

Service

delivery

Produce design Product

price

Sunlight Fat, alkali and

Lemon

Reliability,

serviceability.

Trusting, Yellow colur,

fresh feeling

Economical

price

Laojee Natural tea Reliability,

durability,

Caring, trusting Red colour, hot

feeling

Penetration

price

Lifebuoy Fat and alkali Reliability,

serviceability

Trusting, caring Red colur, safty

feel

Penetration

price

Bru Natural tea Reliability,

durability,

Caring, trusting Green & Red

colour, fun

feeling

Cost based

pricing

Brand Brand personality analysis Competitive

brand

Brand personality analysis

Sunlight Reliable Wonderligh Confident

Laojee Friendly Watawala

zeasta

Sentimental

Lifebuoy Honest Dettol

Reliable

Bru Cheerful Nescafe Friendly

Brands Brand Image

Usage and user

profiles

Purchase and usage

situation

Personality and

Values

Sunlight Housewife Supermarkets, small stores Reliability

Laojee House Maid Supermarkets, small stores Reliability,

Lifebuoy House, children Supermarkets, small stores.

Pharmacies

Honest, Reliable

Bru Housewife Supermarkets, small stores Reliability

4.4 Core relation of a brand consumer

There are two options to answer this question as ADIA model or DRIP model, but I have

selected the AIDA model explain the core relation of those four brands. AIDA is a

significant strategy which can be used to sell effectively to the organization products and

services.

4.4.1 AIDA model

Brand Attention

Interest

Desire

Action

Sunlight Color, celebrity,

layout

Clearly wash cloths,

Effective promotion

campaign

Testimonial,

Communication

unique

character

Purchase

Order

Subscription

Laojee Color, size Relex feeling, Effective

promotion campaign

Endorsements Purchase

Order

Subscription

Lifebuoy Color, celebrity,

layout

Protects against

bacteria, Effective

promotion campaign

Proofing

evidence

Purchase

Order

Subscription

Bru Typography,

color, size

Feeling with the

situation

Communication

unique

character

Purchase

Order

Subscription

4.5 Architecture of each brand

Uniliver offers fast moving consumer goods with a manufacturing facility reporting to

regional business group for innovation and business result. The business operation can be

divided three forms as home care, personal care and Foods.

Operation Product categories Brand Product extension

Home care Fabric cleaning Sunlight Shop,

Detergent

Care

Food Tea Laojee Tea

Personal care Skin cleansing Lifebuoy Active fresh, Care soap,

Herbal shop, Total shop,

Care hand wash, Natural

cure, Handwaash, Total

Handwash, Care body

wash, Total, body wash

Food Tea Bru Bru sachet

Bru jar 50g

Bru jar 100g

4.6 Budget planning by using Porter five forces, BCG matrix and Ansofft model

4.6.1 Budget

Flowing promotional budget is recommended for four products in the next financial

years. The appropriate promotion campaign cost’ s allocation based on the Porter five

forces, BCG matrix and Ansofft model an which are explained under the budget.

Promotional budget plan for the financial year 2015/2016

4.6.2 Evaluation and control

Implementing budget proposal should be evaluated and controlled following action.

Conducting monthly sales review meetings

Building awareness among sales agents

If any drop in sales, corrective measures should be taken

Motivating the SLT customer service officers

Activities Sunlight Laojee Lifebuoy Bru

Total sales

100%

100%

100%

100%

Above the Line

TV

Radio

Outdoor

Newspaper

20%

6%

8%

4%

38%

19%

8%

6%

4%

37%

25%

8%

4%

4%

41%

19%

6%

8%

4%

37%

Below the Line

Sampling

Public relation

Sales promotion

Direct mail

10%

25%

10%

-

45%

8%

23%

12%

-

43%

07%

23%

10%

-

40%

12%

25%

7%

-

43%

Through the Line

Social media (YouTube,

Facebook)

Fair and events

0.2%

3.8%

4%

0.3%

7.7%

8%

0.2%

3.8%

4%

0.5%

3.5%

4%

Total advertisement cost 87% 88% 85% 84%

Profit before Tax

13%

12% 15% 16%

Tax 1.3% 1.2% 1.5% 1.6%

Net Profit 11.7% 10.8% 13.5% 14.4%

Conducting customer researches

Conducting a market share analysis

Stay in touch with competitor activities

4.6.3 Porter Five force model

Porter Five force model is one of the marketing strategies to analyze the competition via

the five forces as follows.

Brand Intensity of

competitive

rivalry

Threat of new

entrants

Bargaining

power of

suppliers

Bargaining power

of customers

(buyers)

Threat of

substitute

products or

services

Sunlight High-

Lower

competitors as

Wonderlight,

Diva, Pearlwite

High-

Available local

resource, free

finical loan

facility

High-

Enough

Supplier.

Lower-

Large sales,

network with dealer

and non-

organization player.

Positioning among

all segments.

High-

Existing substitute

product like a

washing powder in

a cheaper cost.

Laojee Low-

Faced the

competition by

watawala zeasta

High-

Having enough

local resources

and government

support.

Low-

Enough

suppliers in

local market.

Lowe–

Enough

distribution

channel, effective

promotional

campaign.

High-

Competition with

by substitute

product like mild

power, milk

packet, cool drink.

Lifebuoy Low-

Lesser

competitors as

Dettol soap

High-

Available local

resource free

finical loan

facility

High-

Enough

Supplier.

Low – enough

distribution and

effective

promotional

campaign.

High- Competition

with a beauty

shops like Lux.

Bru brnad High-

High market

competition

with Nescafe

High-

Having enough

local resources

and government

support. High

growth

industry.

High-

Enough

Supplier.

Lower-

Lager sales network

over the island.

High- Competition

with a tea & milk

powder.

Uniliver is a world leading FMCG Company, where its brand is a good competitive

advantage by having market research, financial strength; brand identity, customer loyalty

and etc. there are no major competitors for this company’s brand however the

organization has to follow some strategy to stay in the first positioning.

4.6.4 BCG Matrix

The Boston Consulting group’s product portfolio matrix (BCG) is desired the extensive

strategic plan of the brand. It is based on the observation that a company's business units

can be classified into four categories based on combinations of market growth and market

share relative to the largest competitor.

Those four brands have high market share and high growth market in so those brands still

at Star stage. However, the organization have to same market positing.

4.6.5 Ansofft Model strategy

This is on the growth strategy which is usually help to determine the product in the

market and products. It explains the product is new or existing and whether the market is

exciting or new. The state is divided into four different strategies as Market Penetration,

product market development, development and diversification.

4.6.5.1 Market development

This is the market extension strategy. I recommend the market development strategy to

target more to new potential customers with streanthfull existing products. Then, we

have to find the new appropriate market segment as a new customer segment, new

distribution channels, new product packaging, and different pricing policies.

5. Conclusion

Unbelievers brand is top of mind of the Sri Lanka consumer it has three major operations

such as as home care, personal care and Foods. Uniliver’s several brands are market

leaders in FMCG in Sri Lanka into the 29 strong brands. unilver’s brands have several

competitive advantages over other products with high percentage of market share.

The company mission is successfully followed by caring, personal life of each consumer

by proving different categories of FMCG products. The company brownies are very

familiar with humans because the product the basic need of the consumer.

The Sunlight, Laojee, Lifebuoy and Bru are good confident brands in the Sri Lankan

market where It is a value added product. Above discussed four brands have a good

competitive advantage in internal and external competitors. Sunlight faced a competition

with internal and external brand of Wonderlight, Diva, Pearlwite, Loajee faced

competition with a local manufacture of Watawala zeasta, Lifebouy faced competing of

Dettol shop and also, the Bru brand faced competition with Nescafe. Those competitive

advantages analyzed by several strategy tools such as Porter five forces, BCG matrix,

Ansofft model, brand identify prism.

6. Recommendation

According to the marketing analysis, I recommend some key areas for those four key

brands as Sunlight, Laojee, Lifebuoy and Bru.

We identified the most attractive segment is household segment based on the quality,

price, availability. When you are marketing your FMCG, Your product should be targeted

mostly household segment.

Preparing proper marketing plan elaborates the all the marketing strategy to market their

product in the local market where it clearly implements among employees. It should

monitor and evaluate of all the steps.

Existing marketing mix is good competitive to this company, however our objective to

continually market leader in the FMCG sector, So, the company implements proper

strategic to all the areas.

Every sales organizations face challenges of managing competitions, custom and internal

management systems. Those three types of challenges should be clearly manner by the

company internally department.

7. Annexure

Questionnaire to the customer

Dear brother/sister,

I am conducting a research in research about the following 8 brand with brand equity via

fowling question and I will appreciate your kind support in giving information. Thank

you

Tick (√) your answers or preferences

Brand Market share Availability Consumer attitudes

Sunlight Vs

Wonderlight

What is the market

share of following

Brand?

Sunlight

Wonderlight

What is the

availability of

following brand?

Sunlight n

Wonderlight

What is your attitude

towards Sunlight

Wonderlight?

Favorable attitude

Unfavorable attitude

Laojee Vs

watawala zeasta

What is the market

share of following

Brarnsd?

Laojee

watawala zeasta

What is the

availability of

following brand?

Laojee

watawala zeasta

What is your attitude

towards Laojee

watawala zeasta?

Favorable attitude

Unfavorable attitude

Lifebuoy Vs Dettol What is marekt share

of following brand?

Lifebuoy

Dettol

What is the

availability of

following brand?

Lifebuoy

Dettol

What is your attitude

towards Lifebuoy

Dettol?

Favorable attitude

Unfavorable attitude

Bru Vs Nescafe What is the market

share of following

Brand?

Bru

Nescafe

What is the

availability of

following brand?

Bru

Nescafe

What is your attitude

towards Bru

Nescafe?

Favorable attitude

Unfavorable attitude

8. References

Brand management principles and practices, kirthi Dutta,

http://www.unilever.com.lk/our-

brands/detail/Sunlight/324542/?WT.contenttype=view%20brands

http://en.wikipedia.org/wiki/Unilever

http://en.wikipedia.org/wiki/List_of_Unilever_brands

http://www.watawalatea.com/

http://www.dettol.co.uk/products/bar-soaps/

https://www.nescafe.com/