This report describes the global branding strategy of Unilever Plc. and Nestle companies. It shows the importance of cultural differences and problems that might arise if they are omitted in advertising. It explains why to adapt the products locally rather than standardize and the way how each company perform it. The report sets the recommendation for both companies to focus on emerging markets with high demand for basic products and to try to gain their share on mature markets again, which offer a big potential due to the changing socio and economic patterns.
Introduction
The world has become increasingly globalized, a term that Levitt (1983) used in his work, to point out that firms can be using the same standardized products all around the world, where both parties, the firm and the consumer would benefit. The power of technology and similar social behaviors would allow this idea to be adopted resulting in economies of scale and bringing cheaper products to customers. However, the world of international marketing is not that straightforward and to succeed, different strategies might have to be applied to extend the same message, vision, names or logos. Brands have to figure out whether standardization is the way forward, which is offering an efficient and economical way of managing a product portfolio or on the other hand, the idea of a specific brand to link to a deeper meaning for the customer. Even though people might be the same around the world; since their needs, habits and beliefs are not, brands such as Unilever or Nestle have to choose carefully whether to standardize or adapt and the way how to perform it.
[...] Global branding of Unilever and Nestle 1. Executive summary 2. Introduction 3. Overview of Unilever and Nestle 3.1. Company Facts-Vision and Mission 3.2. Company Facts-Core Business Sectors 3.3. Company Facts- Business Strategy 4. Global branding 4.1. Standardization vs. regional adaptation 4.1.1. Language 4.1.2. Cultural differences 4.2. Advertisement 4.2.1. Religious issues 4.2.2. Comparative advertising 4.2.3. Innovation 4.2.4. Ethical issues 5. Conclusion 5.1. Swot analysis 6. Recommendations 6.1. Emerging markets 6.2. Mature markets 7. Appendix 8. Bibliography 1. Executive Summary This report describes the global branding strategy of Unilever Plc. [...]
[...] Global Branding 1. Standardization vs. regional adaptation To create a strong brand identity with right meaning and getting positive responses from the customer is a hard task. (Keller, 2001) Global branding is an excellent way to spread the brand name internationally and to promote the name of the products ensuring that will not get unnoticed. One product is marketed across the globe in the same way, but for instance packaging, price or distribution could be adapted to local markets and specific conditions. [...]
[...] Swot Analysis Unilever [pic] Nestle [pic] 5. Recommendation 1. Emerging Markets The most important opportunities for both companies can be in emerging markets, especially in China and India. The population is increasing and giving more potential to their food divisions to cover the demand for consumption. More people are getting better education which leads to the demand of better quality of products and will put pressure on food safety as well. People would become more ethical conscious perhaps looking for organic or fair trade food, no animal testing etc. [...]
[...] Global Branding. In: Global Marketing and Advertising: Understanding Cultural Paradoxes. SAGE, p.29. NESTLE (2010). About Nestle. [online]. Last accessed 15 12 2010 at: HYPERLINK "http://www.nestle.co.uk/AboutNestle/" http://www.nestle.co.uk/AboutNestle/ O'GUINN, et al. (2008). Advertising and Integrated Brand Promotion. Cincage Learning. REPORTLINKER.com. (2008).Baby Food Market: Opportunities in Emerging Markets. [online]. Last accessed 10 01 2011 at: HYPERLINK "http://www.reportlinker.com/p096672/Baby-Food-Market-Opportunities-in- Emerging-Markets.html" http://www.reportlinker.com/p096672/Baby-Food-Market- Opportunities-in-Emerging-Markets.html UNILEVER (2010). About Us. [online]. Last accessed 16 12 2010 at: HYPERLINK "http://www.unilever.co.uk/aboutus/?WT.GNAV=About_us" http://www.unilever.co.uk/aboutus/?WT.GNAV=About_us ----------------------- [1] Corporate Focus: Unilever Annual 2002, Making Time Marketing Ltd. [...]
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
