BU352 Chapter Notes - Chapter 8: Shampoo, Marketing Mix, Market Segmentation
Document Summary
Once the target market was identified, unilever had to convince the targeted group that when it comes to hair care products, their choice should be sunsilk. It is achieving this task by defining the marketing mix variables so that the target customers have a clear, distinctive, desirable understanding of what the product or services do or represent, relative to competing products. To achieve its marketing positioning, unilever designed a life-style advertising campaign that has positioned sunsilk as the choice of women who need hairapy (therapy for hair). The idea is to get customers to recall sunsilk at the need recognition stage of the consumer buying process. It has also made sure that the shampoo is available almost anywhere its customers would want to buy it. The first step in the planning process is to articulate the vision/objectives of a company"s marketing strategy clearly.
