联合利华英文版.ppt

PRODUCT Strategy: Single brand Benefits: cost savings less propaganda enhance the brand image PRICE PLACE Direct account(直接客户) Key customer(主要客户) General trade-distribution(传统通路) DA KC都是通过大卖场、量贩店、大型超市、百货店直接购买，针对KC引入了主要客户管理（ KCM） GT通过分销渠道进行，即中小型超市、便利店、杂货店、售货亭、批发市场等。 Availability, Visibility, Everywhere, Everyday, Profitably * * 联合利华的中国之路 Introduction 4P SWOT Analysis Marketing Strategy A Brief Introduction In 1929, the British Lever company and the Holland Margarine Unie signed an agreement, forming the Unilever company. After 80 years of development, Unilever has become the worlds largest consumer products company in the world with 163000 employees in 100 countries and regions in the world. With 14 category amount to 400 brands sold worldwide over 170 countries and regions, Unilever is one of the worlds largest manufacturers handling ice cream, tea drinks, margarine and condiment,as well as cleaning products and hair care products. Everyday there are1.6 million trips around the world choose Unilever products. Kellogg, Lipton, mystery, lux, Dauphin, Shu Nai, and snow, ice cream etc. have grown into brands with sales of over 10 billion euros. Back low-price strategy reducing cost price advantage PROMOTION Differential strategy Introduction stage Advertisement( instant/adequate ) Mature stage Marketing mix Brand cooperation Back 联合利华的内部优势 Rich experience and advanced technology Brand popularity The good enterprise image Excellent human resources 联合利华的内部劣势 Loose management pattern High operating costs Brand awareness is not clear 联合利华的外部机会 The exit of Henkel The financial crisis The popularity of Chinese herbal medicine and natural products 联合利华的外部威胁 Political factors Strong competitor The developmen