BU354 Chapter Notes - Chapter 8: Mass Customization, Micromarketing, Sunsilk
Document Summary
Once the target market was ideniied, 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 deining the markeing mix variables so that the target customers have a clear, disincive, desirable understanding of what the product or services do or represent, relaive to compeing products. To achieve its markeing posiioning, unilever designed a life-style adverising campaign that has posiioned sunsilk as the choice of women who need hairapy (therapy for hair). The idea is to get customers to recall sunsilk at the need recogniion 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 irst step in the planning process is to ariculate the vision/objecives of a company"s markeing strategy clearly.
