Sourcing
MArketing & Financing
2015
Budgets used per category:
Company Analysis
Introduction
Target Market
Strategic Plan
Team Members:
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
- The Customer Value Proposition( CVP) is the keystone for effective product marketing activities.
Its a major KPI, helps
with
- Marketing
- Financing
- Sourcing
- Customer Development
Learning/
Growth
Perspective
Internal
Process
Perspective
Weakness
Internal Analysis
- Dove is selling bad in aerosols
- Rexona is selling bad in sticks
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”
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
Marketing & Financing
- Cost expected: 0.5 USD x 3 millions cards (based on UAE demographics)=1.5 Million USD*
The Unileverage Campaign
- 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)
- Rexona in Dubai Mall Aquarium during Eid vacation. (option 3)
- 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)
- 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)
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
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.
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:
- In store posters and flyers (option 2) corresponding month
Marketing & Financing
Weekend Axe-travaganza:
- Beach activities and tournaments
- Soap soccer, volley ball, beach football
- Local artists: DJ Bliss & Soul singer Hamdan Abry
- Winners hosts cruise and tournament winners invited