Answered: 3. Unilever is one of the world’s top…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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3. Unilever is one of the world’s top suppliers of food & refreshment, homecare products, personal care products with sales in over 190 countries and reaching 2.5 billion consumers a day. In 2018 Hellmann’s newly launched ketchup sweetened only with honey was available under the banner of unilever. Kraft- Heinz has already their Heinz ketchup which is market established and strong market position. Consumers are also familiar with Heinz. However, Heinz introduced a combination of ketchup and mayonnaise and named the new one as Heinz Mayochup. In the ketchup competitive market Hellmans has only their ketchup and mayonnaise. Now think of Hellmans market position and which product differentiation strategy should be followed here for strong market positioning. (150 words) (4) b.One of the organic farm producers has developed one level channel where from manufacturer, the products go to retailers then to customers. During this one level channel when manufacturers select the retailers what channel management decision they follow. Explain briefly within 150 words max.

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