A Study on the Marketing Mix Development for Unilever Indonesia for Brand Minori

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"Knowledge without observation is nil"

Bandara, Udara and Bhola, Pooja Syal and Handajani, Yully and Wicaksono, Arief and Arini, Diah (2007) A Study on the Marketing Mix Development for Unilever Indonesia for Brand Minori. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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Abstract

This comprised primarily of our findings. This was to be an analysis of based on our detailed findings, which were quantified, We were told to analyze the concepts based on Unilever set Action standards, which varied from one point to another. Alongside we were to find the best-suited concept for further developmental work i.e, the concept that got the highest ratings among all 3 for Unilever among the 3. Unfortunately, none of the 3 concepts looked too promising when the results of the concepts were analyzed. The concepts over all scored extremely low on overall opinion, Intention to buy and uniqueness. These 3 attributes were to form a base for the decision making process to find the viability of one concept over the other. The intention to buy seemed positive only for 1 concept while the other 2 were even lower. All the 3 concepts were classified into an overall summary which consisted of the findings. Also a detailed analysis of the likes and disliked both tangible and intangible was done to assess the feel of the consumer for a product. Each of the likes dislikes was quantified and taken a% weightage on the total likes for that concept and over the number of respondent base to arrive at an accurate number. The same process was done for all 3 to get a feel of the% of likes and dislikes. The top 7 were thereafter analyzed. The smaller numbers were clubbed to an "other" category. (The detailed findings are mentioned explicitly in the subsequent pages of this report). Ironically when it comes to buying, a consumer is guided by his feel and perception of the product than just hard factual evidence. Our job was to catch the pulse and feel of the consumer and then quantify the same to reach a sound conclusion and keep it unbiased. Based on our findings, we devised our suggestions and recommendations for the company and findings that we unearthed during the process. The detailed findings of our summary are enclosed as part of this report in the following pages, which gives a comprehensive analysis of our findings and our subsequent analysis of the same, which leads to our conclusions and suggestions.

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor
Divisions: Library > GFP (Group Field Project)
Depositing User: Putri Lumithasari
Date Deposited: 16 Jan 2020 12:59
Last Modified: 16 Jan 2020 12:59
URI: http://repository.ipmi.ac.id/id/eprint/303

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