EXECUTIVE SUMMARY

I.

Overall Brand Marketing Strategy

II. Marketing Objectives
To achieve 80% customer awareness in the target market within first 6
months.
To establish distribution channel in within Metro Manila with the first 12
months.
To accomplish annual growth rate of at least 15% by the end of second year.
To achieve 45% market share by the end of three years

I.

Marketing Mix
Product : There are four flavors of Knorr Soup variants namely Nido
Oriental, Crab and Corn, Chicken Mushroom, Asparagus. As part of our
product strategy we will be launching an addition to our four variant this
will Kalabasa and Malunggay. We aim to capture a new target market with
this new variant. Another product strategy is the developing a new
packing for our product. The new package will be in a cup this way we will
be able to capture a new market. Traditionally Knorr soup is available only
in a packing that is design for household consumption. The product is easy
to prepare so we taught of making it an on the go soup by modifying its
marketing.
Price: In case of price setting Knorr has adopted cost based share so
knorr needs to attract the large number of buyers in order to enlarge its
market share. In doing this, the price of Knorr will be lower from its
competitor. Earlier in the characteristics of market segmentation it has
been showed that average usage rate is 4 packs per week, So, UBL should
adopt the product-mix pricing strategy like product bundle pricing
including 4 packs together which will cost 100tk and which is 20tk. lower
than its competitor.
Place: For making Knorr Soup available Unilever Philippines will intensive
distribution strategy which means the product will be available in the target
district town. Afterwards for distribution channel organization Unilever
Philippines Incorporated should adopt a distribution channel structure in
which producers, wholesalers and retailers act as an integrated system. In
doing so, Unilever Philippines Incorporated should concentrate on
establishing distribution channel in the regions by the following way:

Unilever
Philippines

Whole sellers
in the target
market

Distributor

Retaile
rs

Consumers
Promotion:
Philip Kotler (2003, p.18) has the following to say about promotion:

Promotion is that part of communication that consists of company messages

designed to
stimulate awareness of, interest in, and purchase of its various products and
services.
For Knorr Soup Unilever Philippines should emphasize on Integrated
Communication Approach which means a management idea where all
characteristics of marketing communication will effort in a combined way.
Wilson and Gilligan (2003, p.589) has identified: when a product is at
introduction stage needs heavy spending to build awareness and encourage
trial among early adopters and distributors. So, For Knorr Soup Unilever
Philippines should conduct the following promotional activities: Advertising,
Sales promotions, Merchandising, Personal Selling, Public Relation e.g.

II.

The marketing and managing market opportunity

The Marketing Environment, Opportunities and Threats
Consumer behaviour patterns
Competition
The Market, a description of the market and consumers
The company Strengths and weakness

III.

Brand and Product Strategies

HISTORY

Known until the early 1990s as Philippine Refining Company (PRC), Unilever Philippines
started as an oil milling business which at its peak produced nearly 100,000 tons of coconut oil
annually.
Today, the company is a leading manufacturer of home and personal care products, foods, and
ice cream. Its roster of brands include Axe, Best Foods, Block & White, Breeze, Clear, CloseUp,
Cream Silk, Domex, Dove, Eskinol, Master, Ponds, Knorr, Ladys Choice, Lipton, Rexona,
Selecta, Sunsilk, Surf, Tresemme and Vaseline.
Recognised annually amongst the Top 20 Tax Payers in the country, Unilever Philippines
employs over 1,000 people directly, as well as provides jobs for 10,000 indirectly (i.e.
distributors and suppliers), as a result of its business presence in the country. Employees and
business partners recognise that energy, creativity, the resilience to face changes and make things
better are all needed for business and people to grow together.
Unilever is known to be one of the few companies in the industry that has succeeded in keeping
majority of its manufacturing base in the Philippines. Its Personal Care unit made news by
securing the right to manufacture deodorant mini-sticks for local and export markets. It has
succeeded in entering the US market and achieved the milestone on producing its 100 millionth
stick in 2004.
The company has been a leader in introducing new technologies into the country since the early
days of its existence - margarine production in the 1930s, non-soap detergents, shampoos and
toothpaste in the 1960s and 1970s and state of the art sulphonation technology and cogeneration
power plant in the 1980s. The nineties has seen the company focusing on several improvements
in the Environment front one of which was the introduction of the first 100% biodegradable
detergent bar in the Philippines. Unilever works closely with the community and other NGOs to
protect and improve the environment. Unilever Philippines is also a leading company in the area
of Human Resources Management and Development. Unilever has for decades also been known
in the industry as a sound training ground for young Filipino graduates. Some of its managers
have progressed to senior levels in government and public life.
Unilever seeks to manage and grow its business sustainably, focusing on three pillars as set out
by the Unilever Sustainable Living Plan Health & Well-Being, Environmental Impact and
Enhancing Livelihoods. We will develop new ways of doing business if we are to meet the needs
of the billions of people in the developing world who are yet to become consumers and deserve a
better quality of life.
Market Segmentation
Is defined as the process of grouping customers in markets with
some heterogeneity into smaller, more similar or homogeneous
segments. Kotler defines segmentation as: The act of dividing the

market into specific group of consumers who share common needs

and who might require separate products and/or marketing mixes
There are a number of reasons organizations undertake
segmentation.
To Meet consumer needs more precisely
To increase profits
To segment leadership
To retain customers
To focus marketing communications
So, it could be said that segmentation is about categorizing explicit
groups of customers to which an organization could realize demand
with its products or services. As the chosen product is a FMCG
product, so it is necessary to use segmentation variables for the
consumer market.

IV.

Product Mix
Product features, benefits, emotional offerings
Growth strategy mix
Packing (retail, bulk/wholesale.)
Pricing for Brand superiority
Pricing strategy - In case of price setting Knorr has adopted market penetration

pricing strategy because the competitor has already grabbed 83% market share so knorr
needs to attract the large number of buyers in order to enlarge its market share. In doing
this, the price of Knorr will be lower from its competitor. Earlier in the characteristics of
market segmentation it has been showed that average usage rate is 4 packs per week, So,
UBL should adopt the product-mix pricing strategy like product bundle pricing including 4
packs together which will cost 100tk and which is 20tk. lower than its competitor.

V.

Price structure, discounts, allowances

Prices of competitor
Prices to different levels (prices, trade, margins to wholesalers
retailers)
Integrated marketing communication strategy
Integrated Creative message Strategy
Advertising the creative and media strategy : Broadcast TV, Radio,
print, outdoor, transit
Sales and promotional aids, literature presentation kits
Point of sale promotion and advertising, merchandising
Sales promotion
Publicity/PR
Special events and sponsorships
Digital marketing electronic /Viral, online, social networking,
mobile marketing

Strategy integrated corporate social responsibility

VI. Sales and distribution strategies
Sales management, personal selling, sales force org. incentive
program.
VII. Budgets and controls
Profit loss Statement
Marketing expense budget
Performance monitoring system
VIII. Timelines
Market Data Research data
Program Details
Attachments