Unilever Research
When was unilever founded and who by?- Unilever was founded on 2 September 1929, by the merger of the Dutch margarine producer Margarine Unie and the British soapmaker Lever Brothers.
What are the core values of the company (based on opinion and research)- that to succeed requires "the highest standards of corporate behaviour towards everyone they work with, the communities they touch, and the environment on which they have an impact ”.
Always working with integrity- Conducting their operations with integrity and with respect for the many people, organisations and environments our business touches has always been at the heart of our corporate responsibility. Positive impact- They aim to make a positive impact in many ways: through our brands, our commercial operations and relationships, through voluntary contributions, and through the various other ways in which they engage with society. Continuous commitment-They’re also committed to continuously improving the way they manage their environmental impacts and are working towards their longer-term goal of developing a sustainable business. Setting out our aspirations- Their Corporate Purpose sets out our aspirations in running their business. It's underpinned by their Code of Business Principles which describes the operational standards that everyone at Unilever follows, wherever they are in the world. The Code also supports their approach to governance and corporate responsibility. Working with others-They want to work with suppliers who have values similar to their own and work to the same standards they do. Their Supplier Code, aligned to their own Code of Business Principles, comprises eleven principles covering business integrity and responsibilities relating to employees, consumers and the environment.
How many brands do unilever hold? - Unilever holds 45 brands, that are mainly in the food and self-care sectors.
Task 2
Magnum is a Belgian brand of ice cream, originally developed and produced by Frisko in Aarhus, Denmark. It is sold as part of the Heartbrand line of products and is owned by the Anglo-Dutch company Unilever in most countries and is available in tubs, sticks and bites. The ice cream today known as Magnum was developed in Aarhus, Denmark in the late 1980s by Mogens Vigh-Larsen (1935-2019), the then technical director of Frisko, which was an ice cream maker. It was put into production in autumn 1988.
Starting in 1992, the company added Magnum Almond, Double Chocolate, and White amongst other flavours. In 2002, Magnum branched into frozen yogurt with its raspberry fruit swirl covered in milk chocolate. Moments were introduced which were bite-size ice cream treats with caramel, chocolate, or hazelnut centres, followed later in the year by "mini", "crunchy" (with almonds), and "light". Late 2002 saw the launch of Magnum Intense, a chocolate truffle centre enveloped in ice cream and covered with chocolate, and the limited edition 7 Deadly Sins series of ice creams, whose flavours were named after the seven deadly sins. Sins was followed by another limited-edition range in 2005 in which each flavour was named after one of the senses: Magnum Aroma, Magnum Touch, Magnum Sound, Magnum Taste, and Magnum Sight.
Magnums primary demographic are people aged between 14-45. It has loyal customers who prefer premium ice cream hence making its target market upper niche class. The company focus on people who wouldn’t mind spending a bit more on ice cream to indulge in supreme quality ice cream. Magnum’s primary demographic is based of income, social status, economic class and esteem level. Magnum’s primary psychographic is people of middle class, this is due to the fact that the product is slightly more expensive compared to its competitors, yet people are still willing to purchase it. This suggests that these people are more likely to spend more on unessential items compared to the ordinary person.
I’m going to change the target audience to people with Gluten intolerances or people who don’t like eating Gluten, as there are currently only 10 brands in the UK that provide gluten free options. This will give them more options to purchase and will therefore allow my product to be available to a niche market. Due to changing my primary demographic, I’m going to change the name and design of the product. I’m going to change the name to Gluten Tag as it’s creative and immediately gives the audience an idea that this product revolves around Gluten. I’m also going to change the logo to incorporate ice cream as the previous logo didn’t really give much indication to the product.
https://www.coeliacsanctuary.co.uk/blog/gluten-free-ice-cream-list
Magnum’s release the beast advert was launched in 2016. The advert incorporates animals in order to relate to the beast theme and shows everyone and everything in the advert being in awe at the ice cream and pausing their lives to essentially swoon over it.
This is Magnum’s 1993 advert. Compared to its 2016 advert, this one is lacking in creativity, it simply focuses on people eating the ice cream. This could be a creative marketing technique as you’re not distracted by things happening in the background and your sole focus is on the product. The advert also uses quite a bland colour scheme compared to the more recent one, with dull colours like brown and cream being seen frequently, whereas the new one uses blues and greens.
To date Magnum has over half a million followers on Instagram. This platform enables them to promote their products to their secondary target audience more easily and to attract a larger customer base by engaging with the younger audience. Magnum also pays to promote their adverts on Instagram, this again allows them to reach a wider audience and to gain attention, they usually do this when they are releasing a new product.
Magnum has nearly 20 thousand followers on twitter. This may not be as big as other retailers on this platform, but it’s still a good audience to advertise and promote to. They also use celebrity endorsements in order to sell their products with people like Miley Cyrus appearing on their twitter page. These celebrity endorsements allow magnum to target a secondary audience, that they may not have been previously able to acquire. Celebrity endorsements also help to gain Magnum audience retention by keeping their audience curious to see if their favourite celebrities will endorse the product.
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