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Sourcing

MArketing & Financing

2015

Budgets used per category:

Company Analysis

Introduction

Target Market

Strategic Plan

Team Members:

  • Yazan Mahayni
  • Mohamed Mekki
  • Raghad Al Ghazi

Balanced Scorecard:

Customer

Perspective

Financial

Perspective

Our strategy to reach them

SWOT Analysis

Target Market Profile

How we're going to beat them

  • Using a mix of marketing techniques we aim to reach and impact the target audience for each product of the Deodorant portfolio.

Geographics:

The United Arab Emirates

External Analysis

  • The Customer Value Proposition( CVP) is the keystone for effective product marketing activities.
  • Waqar A. Wahab

Its a major KPI, helps

with

  • Marketing
  • Financing
  • Sourcing
  • Customer Development

Learning/

Growth

Perspective

Internal

Process

Perspective

  • Mohamed Jeelan khan

Weakness

Internal Analysis

  • Dove is selling bad in aerosols
  • Rexona is selling bad in sticks

Axe: 18 -24 years old.

Strength

Threats

Opportunities

  • Competition from new entry products like Botanical's product.
  • Axe sells the highest volume of Aerosols
  • Rexona is selling the 2nd highest volume of Aerosols
  • Brand Dilution due to competition of Unilever Deodrants against each other.
  • Dove is selling the 2nd highest volume of roll ons
  • Dove sells the highest volume of Sticks
  • CVP brings together customer intelligence, competitive insight, and product valuation, therefore positions the product fruitfully.

Demographics:

  • Males (15-54): 2.94 Millions
  • Females (15-54): 1.10 Millions
  • Rexona sells the highest volume of Roll ons
  • Rexona is the most profitable selling product of the deodrants mix.

Total Population: 5,314,317

Rexona: 23 years old and above , and early teens " Early Adapters".

Dove: individuals who care about care and beauty.

15-24 years: 14% (Male 440,556/Female 301,147)

25-54 years: 61.6% (Male 2,497,606/Female 774,318)

Word of Gratitude

Three Project Objectives: The “Triple Constraint”

  • Time : Three Years

We thank the Unilever Family for giving us the chance to stand here today and combine our efforts to enjoy this experience and take part of such a superb competition.

  • Cost : A & M, Sourcing, HR
  • Scope: Double Turnover & Profit

Rexona: 2 x option 3 (5M)

1 x option 2 (2.5M)

Dove: 1 x option 1 (1.5M)

Axe: 1 x option 3 (5M)

1 x option 1 (1.5M)

Sourcing

Marketing & Financing

The Uni-C-lever:

Marketing & Financing

  • Cost expected: 0.5 USD x 3 millions cards (based on UAE demographics)=1.5 Million USD*

The Unileverage Campaign

The Uni-D-lever:

  • Redirects each person and household towards Unilever products

  • Each card holder is rewarded according to items bought : Returned ratio

3Rs concept: 1) reduce

2) reuse USLP achieved

3) recycle

  • Eliminating competition by reducing the in shop decision taken by shoppers
  • Gaining loyalty form the consumers’ point of view

  • Annual activity day organized to satisfy the need of belonging to a community
  • Becoming part of each home and each lifestyle
  • Delivery of products and reusing them is a win/win situation for both us and the customer.

Cost expected:

-500,000 USD (excess from A&P)

-130,500 USD cost of 9 cars

-8,900 USD cost of petrol/year

-200,000 USD cost of app used

-75,600 USD average salary for drivers

85,000 USD excess spent for flyers

  • Targeting non members through networking
  • Targeting clusters instead of individuals
  • Increase the customer value proposition

*this budget is deducted from each A&P category for 2014

MArketing & financing

Marketing & Financing

Sourcing

Marketing & Financing

MArketing & Financing

Marketing & Financing

2014

  • Dove: Advertisement regarding women shopping for their men in order for them to “care about care”. (option 2) (any time during the year)

Rexona: Men: Formula One use of sponsorship to offer tickets after created online Facebook game. (option 3) (October)

Weight

Lead Time

Price/Ton

Customer

Service

Level

  • Axe: Take advantage of world cup by providing an in store FIFA 14 competition, the winner gets tickets to the world cup. (option 2) (May)

Payment

Terms

Logistics/

Ton

Budgets used per category:

Rexona: 2 x option 3 (5M)

1x option 1 (1M*)

Dove: 1 x option 1 (1M*)

Axe: 1 x option 2 (2M*)

Women: Rexona-teen mobile, visiting schools and offering complete makeovers by Joelle Mardinian as prizes of activities. (option 3) (march)

Axe

100%

5%

35%

15%

35%

  • Rexona: "Abu Dhabi Film Festival" by sponsoring young talents and be present in the Louvre opening in Saadiyat island. (option 3)

10%

  • Dove: Dermatologists and beauty experts giving advices for both makes and females. (option 1) (any time during the year)

*these budgets have been modified for this year in order to launch the Uni-C-lever campaign

  • In store activation for both: Green shelves (symbol for environmental awareness, thus USLP). (option 1)

3*0.35

  • Rexona in Dubai Mall Aquarium during Eid vacation. (option 3)

L.A

2

4

2.3

1

  • Axe: Hosting a Vine competition in each city with PS4 as the reward with the privilege of using the winning vine on YouTube. (option 3) (any time during the year)

= 1.05

Turkey

3.1

2

4

3

4

2

  • In store activity: "The Axtinguisher" Wii game with packs of axe being a reward. (option 1) (any time during the year)

  • TV advertisements including “Abaya” fashion designers and “kandooras” and In store testing on samples both black and white. (option 2) (any time during the year)

Philippines

1

4

1

2

2.25

2

Leeds

4

3

1

2.3

1

3

Sourcing

Marketing & Financing

  • Regarding working capital, we would like to keep have it on a negative scale, since money paid will be reimbursed by the customers.

Marketing & Financing

Rexona:

Budgets used per category:

Dove :

  • Scratch and win vouchers
  • Dermatology consultation and services
  • Male grooming services

UAE national day Rexona walk : “Pimp your ride”

National day limited edition foam aerosols

  • Regarding the CVP, the image will be reimbursed with good relations with the supplier and the customer.

(option 3) November

2016

Rexona Village: In the heart of the Global village

Rexona: 2 x option 3 (5M)

2 x option 2 (2.5M)

Hosting stage acts and trivia questions

Rexona mobile (option 3) February

Dove: 1 x option 1 (1.5M)

  • Release of latest Samsung Note series:

TV advertisement

Axe: 1 x option 3 (5M)

  • In store posters and flyers (option 2) corresponding month

Marketing & Financing

Axe:

Weekend Axe-travaganza:

  • Beach activities and tournaments
  • Soap soccer, volley ball, beach football
  • Local artists: DJ Bliss & Soul singer Hamdan Abry
  • Amateur DJs’ competition
  • Winners hosts cruise and tournament winners invited

(Option 3) August

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