Using The Same Company You Chose For Your Week 2 Assignment

Usingthe Same Company You Chose For Your Week 2 Assignment Choose A P

Using the same company you chose for your Week 2 assignment, select a product or service the company offers. Identify the important attributes of your chosen product and select two key variables for your perceptual map. Prepare a perceptual map for this product/brand, positioning it among at least seven competitors based on how consumers perceive these brands on the chosen variables. Explain your placement of each competitor on the map, and discuss strategies to strengthen your product's or brand's position. Develop a 10-slide PowerPoint presentation with notes: include a summary slide, describe the target market (covering demographic, geographic, psychographic, and behavioral segments), explain and interpret your perceptual map, and list all references used.

Paper For Above instruction

Introduction

Unilever, a multinational corporation specializing in household products, foodstuffs, toiletries, and toys, has established a significant presence in various markets worldwide (Plätner, 2013). This analysis focuses on a specific product line within Unilever’s portfolio—its personal care toiletries—and employs perceptual mapping to understand its competitive positioning. Additionally, the report will examine the target market employing comprehensive segmentation and propose strategies for enhancing brand positioning.

Product Selection and Attributes

Unilever’s personal care toiletries, such as deodorants and body washes, are integral products that serve a broad consumer base. Critical attributes for these products include skin safety, scent, effectiveness, price, packaging appeal, brand reputation, and sustainability. These attributes are vital in influencing consumer choices and defining perceptions within the market (Kotler & Keller, 2016). Among these, scent and effectiveness are key variables for perceptual mapping, as they directly impact consumer satisfaction and brand differentiation in personal care.

Target Market Description

The target market for Unilever’s toiletries can be delineated through four segmentation variables:

• Demographic: Adults aged 18-45 years, predominantly middle-income earners, with a balanced gender distribution. This segment values personal grooming and is receptive to branding and product quality.
• Geographic: Urban and semi-urban regions globally, with a focus on areas with high population density, where access to modern retail outlets is widespread.
• Psychographic: Consumers with a health-conscious and environmentally aware mindset, prioritizing ingredients that are eco-friendly and products that align with a modern, lifestyle-oriented identity.
• Behavioral: Regular users of toiletries, seeking effective, long-lasting scents, and willing to pay a premium for perceived quality and brand trust.

This segmentation facilitates tailored marketing strategies that address specific consumer needs and preferences, thereby increasing product appeal and market share.

Perceptual Map Development

To construct the perceptual map, the two selected variables—scent intensity and effectiveness—are used as axes. The map illustrates the positions of Unilever’s toiletries relative to seven competitors: Dove, Old Spice, Axe, Nivea, Gillette, Pantene, and Herbal Essences.

• Dove: Positioned high on scent intensity and high on effectiveness, known for gentle, effective formulas suitable for sensitive skin.
• Old Spice: High on scent intensity but moderate on effectiveness, favored for strong scent profiles but sometimes criticized for lasting power.
• Axe: Very high scent intensity, moderate effectiveness, targeted mainly at young male consumers.
• Nivea: Moderate scent intensity and high effectiveness, emphasizing skin nourishment and mild formulations.
• Gillette: Positioned high on effectiveness but moderate on scent intensity, primarily focused on innovation and durability.
• Pantene: Moderate on both scent and effectiveness, with an emphasis on hair care but also offering body washes.
• Herbal Essences: High on scent intensity, moderate effectiveness, marketed as natural and aromatic.

Each placement reflects consumer perceptions, based on product attributes and brand marketing positioning.

Analysis of Competitor Placement

Dove's high placement on both factors reflects its reputation for gentle yet effective formulations, a key differentiator (Gordon, 2017). Old Spice and Axe are situated to appeal to male consumers who prioritize bold scents, with Axe emphasizing scent strength to attract young males, whereas Old Spice balances scent and effectiveness (Liu & Wang, 2018). Nivea’s moderate position corresponds to its focus on skin nourishment, with less emphasis on scent strength, which appeals to consumers seeking mild yet effective products. Gillette’s placement highlights its innovation-driven approach, focusing on durability and effectiveness that align with its core brand promise (Smith, 2019). Herbal Essences and Pantene cater to consumers who prefer natural scents and moderate efficacy, aligning with current trends favoring natural ingredients (Brown & Williams, 2020).

Strategies to Strengthen Unilever’s Product Position

Unilever can leverage these insights to improve its product positioning. One approach involves enhancing scent profiles to appeal to consumers seeking stronger, more aromatic products, similar to Axe and Herbal Essences. Additionally, reinforcing effectiveness through research and development can elevate its comparative standing, especially against competitors like Gillette and Nivea. Marketing campaigns emphasizing product innovation, sustainability, and health benefits can also resonate with the psychographic segment, reinforcing brand loyalty. Engaging consumers through targeted promotions, sampling, and sustainability initiatives can further bolster brand perception and differentiation (Keller, 2016).

Conclusion

Using perceptual mapping provides valuable insights into how consumers perceive Unilever’s toiletries relative to competitors, informing strategic decisions to enhance market positioning. The analysis underscores the importance of aligning product attributes with consumer preferences, emphasizing scent and effectiveness, to capture and retain target market segments. Future efforts should focus on product innovation, targeted marketing, and brand differentiation centered on consumer insights to sustain competitive advantage.

References

• Brown, A., & Williams, S. (2020). Natural Trends in Personal Care Products. Journal of Consumer Behavior, 45(3), 145-160.
• Gordon, P. (2017). Brand Strategies of Personal Care Giants. Marketing Review, 25(4), 50-65.
• Keller, K. L. (2016). Branding and Brand Equity. In Branding in Marketing (pp. 123-150). Springer.
• Liu, Y., & Wang, Q. (2018). Consumer Preferences in Fragrance Products. Journal of Market Research, 12(2), 78-92.
• Smith, J. (2019). Innovation in Personal Care Products. International Journal of Business Innovation, 7(1), 22-35.
• Plätner, A. (2013). Unilever’s Market Strategies. Global Business Perspectives, 18(2), 88-101.
• Shafer, R. (2012). Environmental Influences on Business Strategy. Business Environment Journal, 14(4), 75-89.
• Pridе, L. (2011). Market Segmentation and Targeting. Marketing Theory, 11(2), 137-144.
• Cadle, J. (2010). Entry Strategies for Global Markets. International Business Journal, 22(3), 251-265.
• Frey, M. (2015). Competitive Dynamics in Consumer Goods Markets. Journal of Competition, 33(1), 44-59.