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    Management Decision Case1

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    ana jole
    Unilever provides value to its Indian customers through small, affordable product sizes of its Wheel cleaner that make the product accessible. To differentiate itself from competitors, Unilever could focus on raising product quality by adding more active ingredients while keeping prices low. When determining if a product is suitable for a bottom of the pyramid market, factors to consider include appropriate sizing and packaging, a distribution method to keep unit prices low, and whether the product aligns with consumers' limited incomes. While marketers aim to make a profit, they must apply ethical values and ensure products for subsistence communities are affordable and meet basic needs.

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    Management Decision Case1

    Uploaded by

    ana jole
    487 views2 pages
    Unilever provides value to its Indian customers through small, affordable product sizes of its Wheel cleaner that make the product accessible. To differentiate itself from competitors, Unilever could focus on raising product quality by adding more active ingredients while keeping prices low. When determining if a product is suitable for a bottom of the pyramid market, factors to consider include appropriate sizing and packaging, a distribution method to keep unit prices low, and whether the product aligns with consumers' limited incomes. While marketers aim to make a profit, they must apply ethical values and ensure products for subsistence communities are affordable and meet basic needs.

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    MANAGEMENT DECISION CASE

    Original Title

    MANAGEMENT DECISION CASE1

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    Unilever provides value to its Indian customers through small, affordable product sizes of its Wheel cleaner that make the product accessible. To differentiate itself from competitors, Unilever could focus on raising product quality by adding more active ingredients while keeping prices low. When determining if a product is suitable for a bottom of the pyramid market, factors to consider include appropriate sizing and packaging, a distribution method to keep unit prices low, and whether the product aligns with consumers' limited incomes. While marketers aim to make a profit, they must apply ethical values and ensure products for subsistence communities are affordable and meet basic needs.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    487 views2 pages

    Management Decision Case1

    Uploaded by

    ana jole
    Unilever provides value to its Indian customers through small, affordable product sizes of its Wheel cleaner that make the product accessible. To differentiate itself from competitors, Unilever could focus on raising product quality by adding more active ingredients while keeping prices low. When determining if a product is suitable for a bottom of the pyramid market, factors to consider include appropriate sizing and packaging, a distribution method to keep unit prices low, and whether the product aligns with consumers' limited incomes. While marketers aim to make a profit, they must apply ethical values and ensure products for subsistence communities are affordable and meet basic needs.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
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    of 2

    MANAGEMENT DECISION CASE

    Selling to the Bottom of the Pyramid Marketing Unilever Products in Rural Villages
    Around the World - page 49-50

    Questions:

    1. Is Unilever providing value to their Indian customers? In what ways? Consider the four
    types of utility when forming your answer.

    Yes, Unilever offers value to its Indian customers through the small size of the Wheel
    Cleaner product and the meager price; these play an essential role in valuation. Referring to the
    definition of value, it is defined as a percentage of the interest package that the customer receives
    from a presentation compared to the costs borne by the customer in obtaining this set of benefits.
    Therefore, Unilever offers value to its customers.
    Unilever relies on the conversion of raw materials to finished products and is considered an aid
    but not unique in the context of BOPM. The time factor is not essential in evaluating the value
    since it assumes the availability of the product throughout the year. The use of the ownership
    utility is based on the provision of small, low-cost products to keep product ownership possible.
    The place is one of the essential tools of assistance in providing the product in the villages where
    people live.

    2. Considering the competition Unilever is receiving from Procter & Gamble and other
    companies, in what creative ways could Unilever change their Wheel detergent product
    offering to differentiate it from competitors’ offerings?

    The higher the value, the more significant the differentiation between the competitors. When
    Unilever cuts its product price as far as possible, I think it will need the focus to raise the quality
    of the product with more active ingredients so that it has a competitive advantage over other
    companies.

    3. What principles should be used to determine if a product is a good fit for a BOPM market?
    Are there products that should not be offered to BOPM consumers? Should this issue be
    decided by marketers, governments or consumers?

    In order to "fit a good BOPM" there are possible principles that can include:
     Conduct marketing research to determine the size and price of the product to suit the
    ability of consumers to spend some of their limited resources to obtain it.
     The size of the packaging must be practical and meaningful.
     A method of distribution is available or can be developed to support the organization cost
    necessary to maintain unit prices at the appropriate level.
     The product should be produced and packaged in small units, and the product and
    distribution costs should be considered in order to reach BOPM consumers at the lowest
    possible price.

    BOPM products should be considered in terms of whether the product is the appropriate use of
    the estimated income. The primary responsibility of the marketer is to provide a product that
    delivers value and then delivers that value (product attributes/benefits and costs) in a precise,
    clear, and complete manner.

    4. Is it ethical for marketers to try to make money off people who are living at a subsistence
    level? Should companies only market their products to people in certain income classes?
    What factors should a marketer take into consideration when trying to answer these
    questions?

    Although the world is becoming connected and people living in small villages are familiar
    with products in the other world that cannot be reached because of high prices, marketers must
    apply a policy of values in marketing their products to BOPM markets and provide their products
    in very small quantities that fit estimated income for these people.

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