Popular Searches
Useful Links
Marketing Strategies / Strategic Marketing Case Study
Case Title:
Unilever's Digital Media Strategy
Publication Year : 2008
Authors: Abdul Samad & Muthu Kumar
Industry: Home Appliances and Personal Care Products
Region:US
Case Code: MKS0113
Teaching Note: Available
Structured Assignment: Available
Abstract:
Unilever, one of the world's top FMCG companies, has been going digital in its product promotions. With the launch of its AXE line of deodorant body-sprays, in 2002, it realised that TV ads were not making the right impact on the target consumer group. Most target consumers spend more time on the Internet. So they started promoting their product online and it became a huge success. After tasting success with going online, they slowly started moving towards the use of digital medium for their product promotions.
Pedagogical Objectives:
- The case study could be used to help the students understand:
- Importance of product promotions and the significance of media in it
- Type of media used and the shift from traditional to digital media
- Influence of consumer preferences on the selection of media and vice versa.
Keywords : Unilever, Marketing Strategies, Direct Marketing, Viral Marketing, Online Promotions, Digital Media Strategies, Event Marketing, Industry Life Cycle, Incumbent Strategies, Marketing Strategies Case Study, Advertising, First Mover Advantage, Fast Moving Consumer Goods (FMCG)
Contents:
- Trends of Advertising Media and Changing Consumer Preferences
- Unilever Going Digital
Related Case Studies
- » Hindustan Unilever Limited’s Rexona: Repositioning ‘Rexona’ Deodorant
- » AXE Effect in the US: Success through Viral Marketing?
- » Rural Marketing – Indian Experiences
- » Lacoste in the US: The Alligator Returns
- » FIFA Worldcup 2006: A Kickoff for Advertisers
- View all Marketing Strategies / Strategic Marketing case studies »
Case Studies on Unilever
Recently Bought Case Studies
- Marketing New Vistas - Vol.I
Price: $25
Hardcover edition
ISBN 978-81-314-1665-5 - Emerging Giants from Emerging Markets
Price: $25
Hardcover edition
ISBN 978-81-314-1955-7 - New Age Marketing– Vol. I
Price: $35
Hardcover edition
ISBN 81-314-0489-7 - View all Casebooks »
Case Studies On
- Course Case Mapping For Marketing Management - I
Price: $Course Case Mapping For Marketing Management - I - I
Hardcover edition - Course Case Mapping For Marketing Management - II
Price: $Course Case Mapping For Marketing Management - II - I
Hardcover edition - Course Case Mapping For Quantitative Methods
Price: $Course Case Mapping For Quantitative Methods - I
Hardcover edition - View All Course Casemaps»
Course Case Mapping For
- An Interview with Personnel of Vaatsalya Group
Price: $Vaatsalya Hospitals (B): The Operational Model - An interview with Dr. Ashwin Naik & Dr. Veerendra Hiremath
Price: $Vaatsalya Hospitals (A): The Business Model - An Interview with Dr.Rajiv Malhotra & (Prof)Dr.M.P.Sharma
Price: $Managing a World-Class Hospital: The Rockland Story - View all Video Interviews»
Video Interviews
- Training and Development
Executive Brief with Anjali Mukherjee
Highly Recommended for Human Resource Management / Training and Development Course - You Can't Play by Rules, Always
Executive Brief with R.D. Prasad, Product Manager.
Highly Recommended for Organizational Behavior Course - New Recruit MBAs Attitudes
Executive Brief with Lopamudra Ray, Keya Gupta and Deepika Lingala.
Highly Recommended for Organizational Behavior Course - View all Executive Briefs»
Executive Brief
- Al Ries
Chairman of Ries, an Atlanta-based marketing strategy firm
Speaks on Brands and Branding - P Gopalakrishnan
is a Vice-President, CavinKare International Business.
Speaks on Brands and Branding - Richard Rawlinson
Richard Rawlinson, is a Vice President of Booz & Company
Speaks on Marketing in a Downturn - View All Executive Interviews»