Every the market growth and market share of


Every day, 2.5 billion people use products from the
Unilever brand. Unilever has more than 400 brands. The products of these brands
vary from food, ice cream, soap, shampoos and household care products. Unilever
is such a huge brand that seven out of every household around the word contains
at least one Unilever product. These products brands include Lipton, Knor,
Dove, Axe, Hellmann’s, Omo, Blue Band.

Unilever is a huge brand and they want their business
to grow but they also recognize that growth at the expense of people and/or the
environment is unacceptable and unsustainable. For this reason, Unilever
follows a sustainable business plan which states how they are growing their
business while reducing their environmental footprint and increasing their
positive social impact (Unilever, 2018).

We Will Write a Custom Essay Specifically
For You For Only $13.90/page!

order now

Unilever has more than 400
brands. The products of these brands can be categorized in 4 categories:


Category 1: Food & Drink

Category 2: Home Care

Category 3: Personal Care

Category 4: Refreshment  (Unilever,


According to the Unilever Annual
Charts Report, the are the numbers of the turnover and underlying sales growth
per product categories are the following


A brand and product line of Unilevers most successful category, the
Personal Care category (Unilever, 2018).
One of Unilevers brands that belongs to the Personal Care Category is especially
focused on little babies and this brand is very famous. It is Unilevers Zwitsal
brand. This brand will is a brand that will be discussed in the section below (Unilever, 2018).


1. BCG Matrix from one of Unilevers
product line Zwitsal


The numbers which are used in the
BCG Matrix are fictional since Unilever does not publish detailed information
about the market growth and market share of a product line, market share
largest competitor etc. Still, fictional numbers has been used to demonstrate
the students’ knowledge of the BCG Matrix (Zwitsal,





Market growth

Market share

Market share largest competitor

Relative market share

Zwitsal Bad & Wash Creme





Eu de Zwitsal





Zwitsal Massage Oil










Zwitsal Shampoo













for this SBU

Zwitsal Bad &
Wash Creme


The Zwitsal Bad
& Wash Crème has a low growth and low share. This means that this product
is a Dog. Dogs do not promise to be large sources of cash. Dogs may generate
enough cash to maintain themselves

Phase Zwitsal Bad
& Wash crème out and use the resource elsewhere. This product is
unprofitable and at this moment it does not fit longer in the overall

Eu de Zwitsal

Cash Cow

Eau de Zwitsal has
a low growth and high share. It means that this product is a Cash Cow. Cash
Cows need less investment to hold their market share and they produce a lot
of the cash that the company uses to pay its bills and to support other SBU’s
that need investment

Invest just enough
to hold the Eu de Zwitsals share at the current level as a Cash Cow

Zwitsal Massage Oil

Question Mark

Zwitsal Massage Oil
has a high growth but low share. Zwitsal Masage oil is a Question Mark, they
require a lot of cash to hold their sale, let alone increase it.

Invest more money
to build its share and to make a Cash Cow of Zwitsal Massage Oil

Zwitsal Diapers

Between Star &
Question Mark

Zwitsal Diapers is
in the middle of a Star and a Question Mark and is on it’s way to become a
Cash Cow.

Invest more money
to build its share to make a Star  of
the product.

Zwitsal Shampoo

Cash Cow (large

Zwitsal Shampoo has
the highest share and a low growth business. It means that this product is
the largest Cash Cow in Zwitsals product line. Cash Cows need less investment
to hold their market share and they produce a lot of the cash that the
company uses to pay its bills and to support other SBU’s

Invest just enough
to hold the Zwitsal Shampoos share at the current level of a Cash Cow







2. Environment analysis Unilever



Macro environment
The factors of the macro
environment are very important for Unilever considering the international scope
of its business (Kotler, 2017).


–       Demographic

The demographic environment of
Unilever is very broad. Unilever’s products are located all over the world. The
size, density, location, age, gender, race, occupation of people who buy
Unilever’s products are enormous. Unilever has so many products and brands that
everyone uses tem. Changes in the demographic environment have a major impact
on Unilever.  The changing age structure
of the populations, the changing (American) family, the geographic shifts in
population all have major impacts. A better-educated, more white-collar and
professional population is also a demographic factor that has impact on
Unilever worldwide.


Unilever is a very big company.
They have a lot of professionals who study the changing demographic environment.


–       Economic

Unilvers performance is depended
on the economies of countries. In economic developing countries there can be
increasing wages, there can be a high growth of developing countries and
economic stability of developed countries which is an opportunity for Unilever.


–       Natural


For Unilever it is important to
do business as sustainable as possible. The rising interest for more
sustainable business worldwide is an opportunity for Unilever to improve it’s
sustainable programs to attract more customers who are concerned about the


–       Technological

Unilever depends on the available
technologies to support their business. Some technological factors that are an
opportunity for Unilever are for example: More business automatization, more
investment on R&D, higher technological efficiency


–       Political

The impact of (local) governments
on Unilever and the political stability of most countries are important for the
for Unilever’s to grow on the markets.


–       Cultural

A cultural
factor is for example gender equality in countries. Unilever can grow through higher sales based on improving incomes among
female consumers worldwide(Kotler, 2017).



Micro environment


–       Company

Unilever’s departments share the
responsibility for understanding customer needs and creating customer value.
The Communications, Finance, Information Technology, Legal, R&D, Workplace
Services, Customer Development, HR, Information Analysis, Marketing, Supply Chain
departments all work closely together


–       Suppliers

Unilever does business with
suppliers who do sustainable business. Unilever has a worldwide supplier
network. Unilever’s supplier network is divided in more than 100 countries


–       Marketing intermediaries

Unilever’s products are available
in (almost) all the retail stores. Marketing intermediaries play an important
and effective role to help Unilever promote, sell and distribute its goods to
final buyers


–       Competitors

Unilever’s top competitors are
P, Nestle, Kimberley Clark, Henkel, L’oreal, Colgate Palmolive


–       Publics

There are a lot of groups who
have an actual interest in or impact on Unilever’s performance on the market
and ability to archive goals


Financial publics, media publics,
government publics, citizen-action publics, internal publics, general public,
local publics


–       Customer markets

Unilever is a multinational and
has to do with consumer markets business markets, reseller markets and international
markets (Kotler, 2017).


When speaking of the consumer
market, Unilever focuses on customers who are interested in the following
products of the following markets:


Food market, Home care market,
Personal care market, Refreshment market


Evaluation: Unilever is an
enormous succesfull company and the market leader in this branche. They respond
excellent to changes in the micro and macro environment.



3. Customer satisfaction questionnaire of Magnums new product line

The Doubles a velvety smooth ice-cream
covered in a chocolate layer, sauce and extra Belgian chocolate coating. It is
a new product line from Unilever’s famous Magnum brand.


Customer satisfaction questionnaire of ‘The Doubles’ of Magnum Ice


Dear Sir/Madam,


Please help us by taking a few minutes of your time to tell us more
about your experience with telling us what you think about Magnums new product
line ‘The Doubles’. This information will stay confidential; this questionnaire
is only to make sure to better meet your expectations.


We appreciate your effort. Thank you very much for your time.



Magnum Marketing Team


1. What is your gender?





2. Overall, how satisfied were
you with buying a box of the product line ‘The Doubles’

           Not at
all satisfied





(please specify)


3. In the box, there were the
following flavors: Double Coconut, Double Raspberry, Double Peanut Butter. Was
there one flavor that was your favorite? If yes, which one?

           Double Coconut

           Double Raspberry

Peanut butter

           No, I
did not like them

(please specify)


4. Which flavor was your least


           Double Raspberry

Peanut butter


5. Please, specify why the ice
cream you mentioned in question 4 was you least favorite

           I did
not like the taste

           I did
not like the structure

           I did
not like the single packaging of this particular ice cream



6. Based on your experience with the
Double ice cream line from Magnum, how likely are you to buy it again?





will not

will not

(please specify)


7. Please share with us a few things of a product from
‘The Double’ product line could do better.




4. HOPO HOTPOT market segmentation, targeting, positioning and


Hopo Hotpot is a
(fictional) Chinese Hot pot restaurant and this hotpot restaurant, together
with the ‘hot pot’ concept will be launched in the Netherlands, Limburg
province in the city of Maastricht. For more information about Hopo hotpot
and the hotpot concept (my project for digital marketing) go to www.hopohotpot.com)


A. Market segmentation


Market segmentation stands for dividing
a market into distinct groups of buyers who have different needs,
characteristics, or behaviors and who might require separate marketing
strategies or mixes


Geographic segmentation:
Maastricht, Province of Limburg,


Psychographic: People who
love Asian fusion restaurants and are excited to explore new cultural dishes


Benefit segmentation:
Loyalty status, people who already know the Chinese Hopo Hotpot brand and live
in Limburg province


B. Target market

Hopo hot pot I chose concentrated (niche) marketing: a market-coverage strategy in which a firm goes after a large share of
one or a few segments or niches


The target
group of Hopo hotpot: People who are living the province of Limburg and who
like to eat out in new Asian fusion restaurants and love to have new taste


C. Positioning and differentiation strategy


hotpot will be launched in Maastricht city. Maastricht city has a lot of
international people, international students, Chinese students, business people
and also local citizens who enjoy to eat out in Asian fusion restaurants. In
Maastricht there is one Korean restaurant and there are two sushi restaurants
and a few Chinese (non-traditional) restaurants.

city of Maastricht has a partnership with the Chinese city Chengdu which is
located in the province of Sichuan. Hot Pot comes from the province of Sichuan.
In the city Chengdu and the city Chongqing, one can find the best hotpot
restaurants in the world. The people of Maastricht are very open-minded and
interested in China and Asia. There is no hotpot restaurant in Maastricht. In
fact, there is no hot pot restaurant in the province of Limburg or even in the
south of the Netherlands.


1. identifying a set of
differentiating competitive advantages on which to build a position /
identifying possible value differences and competitive advantages

hotpot simply has a perfect competitive advantage since the South of the
Netherlands does not have any Hot Pot restaurant (chain) yet. The service of Hopo
hotpot will be identical with its own unique features, performance, traditional
and modern mixed style and design with a high quality service. Employees will
be chosen carefully and will be well trained. The brand image of Hopo hotpot will
be very unique since it is the first hotpot restaurant in the South of the
Netherlands and the first Hot Pot Chain from China that establishes a
restaurant in the Netherlands. For people who are familiar with Hopo Hotpot
China, the image and symbol of Hopo hotpot will even be from greater value.  Furthermore, the image and branding of Hopo hotpot
will be communicated through a perfect website, social media, advertising
campaign and worth of mouth information


2. Choosing the right competitive

hotpot is going to promote all the differences but is specifically going to
focus on it’s unique selling proposition: the first authentic hotpot
restaurant, all the way from China and the first one in the south of the Netherlands.

hotpots differences are important, distinctive, superior, communicable,
preemptive, affordable, profitable


Selecting an overall positioning

Hotpot is the only original Chinese hot pot restaurant in the South of
Netherlands and it is established in Maastricht city. Hopo hotpot’s value
proposition is going to be: more for the same. Even though it is the
only hot pot restaurant, Hopo hotpot could follow the more for more value
proposition but Hopo hot pot does not want to operate in the luxury and
prestige lifestyle segment. This could make Hopo hotpot vulnerable because it
invites imitators who claim to have the same quality but at lower prices.
Imitators are most likely to follow since Hopo hotpot is the first hotpot

hotpot is going to use the more for the same value proposition in order
to give everyone the opportunity to eat at the restaurant and to enjoy hotpot. Hopo
hotpot will have a nice atmosphere service, stylish
merchandise, classy brand image but the prices will be comparable to others or
other Asian fusion restaurants.


D. Draw a positioning map
Hopo Hotpot


E. Positioning statement Hopo hotpot


Hopo Hotpot is an original Chinese restaurant and is
opening its first doors in the Netherlands, it provides traditional Chinese
hotpot with a wide variety of side dishes out of the Asian cuisine than any
other Chinese hotpot restaurant offers in the Netherlands. We do this by offering
high quality of products for a reasonable price, an all-you-can-eat menu, with
taking your with us in the total traditional Chinese dinging experience.






Analyze the latest version of the company’s produce or service, identify
the three levels of the product/service. Discuss the brand strategy that the
company has for this product, including brand positioning, brand name selection
and brand development.


Hopo Hotpot Restaurant


1. Core product: a night out for


2. Actual product: have Chiese dinner


3. Expected product: wide variety
of choice, good quality ingredients, nice venue, atmosphere, excellent service,
Chinese / Asian fushion



Brand strategy Hopo Hot pot:



Brand positioning


The brand name of Hopo hot pot is
positioned by associating its name with a desirable benefit


In China hopo hotpot is already a
lovemark since it is well-known. In
the Netherlands, in Limburg province we will strive to develop the Hopo Hot Pot
brand to a lovemark as well.


Brand name selection


The brand name ‘hopo hotpot’ has
been chosen because it clearly suggests something about the service benefits
and qualities. It is easy to pronounce, recognize and remember and ‘Hopo Hotpot’
is distinctive. The name ‘hopo hotpot’ is easily translated into foreign
languages and actually comes from the Chinese language. The name is also
capable of registration and legal protection


Brand development


Brand development consists out of
line extension, brand extension, multiband or new brands. Hopo Hotpot is a new
brand in the Netherlands, therefore the brand does not need to be developed
yet. For now, it is important that the brand becomes well-known and recognized
in the Netherlands. On the long term, if the brand ‘Hopo Hotpot’ is a success
in the Netherlands, I would advise Hopo hotpot to do the following brand
development activities:


–       Line extension: extend the brand to new forms, colors,
ingredients, flavors to keep everything updated and to follow the trends

–       Brand extension: extending the existing brand to new
product categories. Think of actually selling ‘hotpots’ via a web shop. Special
‘hopo hotpot Hot Pot pans’ for use at home or selling chopsticks in the web
shop with the ‘hopo hotpot’ brand on it. Hopo hotpot could also start to sell
Chinese kitchen gear or t-shirts with the logo on it.