Unilever Consumer Behavior

Unilever Consumer Behavior

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  www.companyname.com Table of Contents 2 Executive Summary Issues KeyInsights Recommendations Conclusion Q&A
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  www.companyname.com3 This focus groupand subsequent report was commissioned to examine how Unilever could work with grocery chains to improve loyalty with their customers through advertising and promotions, while also increasing their own ACV and loyalty with grocery food chains. The research draws attention to the fact that consumer attention is a scarce resource, and that attracting and maintaining attention is becoming increasingly competitive. Overall, our research found that consumer loyalty within the grocery segment is declining. The focus group discussions revealed that participating consumers were more loyal to branded products than to specific retail chains. The focus group also determined that many consumers select their grocer of choice based on specific branded products they carry or location and convenience. However, commodity products such as gasoline and fruit commanded virtually no loyalty among participating consumers. The report concludes that increasing brand awareness and direct knowledge about products and sales promotions will improve customer loyalty and ACV within grocery food chains. It is recommended that Unilever: ❖ Creates a Unilever loyalty app. ❖ Creates branded in-store experiences. ❖ Focus primarily on brand awareness in the personal care and food & beverage categories. Executive Summary
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  www.companyname.com Two Problems 4 A studyconducted by the market research firm Yankelovich, estimates that today a person is being exposed to about 5000 advertisements per day. Consequently, consumers don’t pay attention to some brands anymore. The rise in digital technology has allowed consumers to access information from virtually anywhere. Retailers have taken advantage of this situation when introducing the private label brands that pose a serious threat to branded consumer packaged goods. Customer Attention Decline in Consumer Loyalty “At Unilever, we believe influencers are an important way to reach consumers and grow our brands. Their power comes from a deep, authentic and direct connection with people, but certain practices like buying followers can easily undermine these relationships.” Unilever CMO, Keith Weed, 6/17/2018
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  www.companyname.com Verbatims Total Loyalty Branded Products ‘I’vealways known that brand… and I don’t want to waste time looking into what other brands have to offer.” - Focus Group Member Retaining Existing Customers “Convenience is the consumer’s number one priority, and they are willing to neglect certain needs in order to satisfy others.” - Focus Group Member
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  One major factoramong the products the focus group were most loyal to was the nostalgia aspect. These products were introduced to the consumers at an early age, either in the home or through traditional advertisements. Total Loyalty Branded Products The focus group had absolutely no loyalty to a number of products. These products tended to be household basics, that had little to no difference in final result if purchased from a reputable brand. The Non-Loyal Products The focus group, for the most part, was indifferently loyal to retail stores. While they were a part of loyalty programs, some even using store credit cards, the loyalty programs didn’t particularly influence grocery purchases. The Retail Stores Key Insights
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  The Unilever LoyaltyApp will be a key part to our strategy to create more customer loyalty across our vast brand portfolio. The app can be used both in-store and at home, and allows the customer the ability to interact with new products as well as learn more about the products they currently love. Global Solution Mobile Recommendation A driver for customer interaction. Once downloaded from the App or Play Store, customers will have the ability to scan the barcode of any Unilever product, and be taken to a product page which will explain where the ingredients in the product where sourced from, applications for the product, ability to connect with the product/brand on social media, reviews from other customers about the product,
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  The Unilever LoyaltyApp will be a key part to our strategy to create more customer loyalty across our vast brand portfolio. The app can be used both in-store and at home, and allows the customer the ability to interact with new products as well as learn more about the products they currently love. Global Solution In-Store Recommendation A driver for customer interaction. In-store, displays with QR codes that can be scanned on the Unilever app will be next to the featured products for the week. Examples of interactive experiences could be a video, contest, Snapchat filters or ability to continue the rest of time in the grocery store through an augmented experience on your smartphone.
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  www.companyname.com Unilever Mobile’s Value 9 Customer Interaction Retailer Shop Customer Groups BuyMe Sign End Profit
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  Q&A Consumer Behavior FocusGroup | Unilever