Brand Portfolio Management Basic Principles And Recent Trends Shown In Context Of Unilever A Consumer Goods Company

Author : Frank Piotraschke
Publisher : GRIN Verlag
ISBN 13 : 3638905853
Total Pages : 69 pages
Book Rating : 4.55/5 ( download)

DOWNLOAD NOW!

Download or read book Brand Portfolio Management, Basic Principles and Recent Trends Shown in Context of Unilever, a Consumer Goods Company written by Frank Piotraschke and published by GRIN Verlag. This book was released on 2008 with total page 69 pages. Available in PDF, EPUB and Kindle. Book excerpt: Diploma Thesis from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, Aachen University of Applied Sciences, 65 entries in the bibliography, language: English, abstract: This paper argues that brand portfolio management is an inevitable discipline in marketing and has to be applied in the business practice. It presents the current literature about this topic, beginning with the general branding theories, covering basics and first approaches to brand portfolio management, and also takes the international focus on brand portfolio management. It shows a case-study of the fast moving consumer goods producer Unilever. Its "Path to Growth" strategy, where Unilever went through the biggest restructuring efforts in its history, is presented and analysed. The Unilever "Path to Growth" strategy, was a five year restructuring plan launched in 1999, in which Unilever sold an disinvested many established and smaller brands, cut substantial amounts of costs, laid off thousands of employees and restructured their brand portfolio considerably. The weaknesses and the benefits of "Path to Growth" are shown, and also brand portfolio management in general is described in this context. The Unilever case is analysed in detail. The motivations for brand portfolio management in general, and the specific restructuring campaign are shown and explained. Financial and qualitative analysis is taken. The outcome of the restructurings is evaluated and conclusions are taken. Recommendations for further studies are made and an outlook is given.

Author : Frank Piotraschke
Publisher : GRIN Verlag
ISBN 13 : 3638900460
Total Pages : 63 pages
Book Rating : 4.61/5 ( download)

DOWNLOAD NOW!

Download or read book Brand Portfolio Management. Basic principles and recent trends written by Frank Piotraschke and published by GRIN Verlag. This book was released on 2008-01-28 with total page 63 pages. Available in PDF, EPUB and Kindle. Book excerpt: Diploma Thesis from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Aachen University of Applied Sciences, language: English, abstract: This paper argues that brand portfolio management is an inevitable discipline in marketing and has to be applied in the business practice. It presents the current literature about this topic, beginning with the general branding theories, covering basics and first approaches to brand portfolio management, and also takes the international focus on brand portfolio management. It shows a case-study of the fast moving consumer goods producer Unilever. Its “Path to Growth” strategy, where Unilever went through the biggest restructuring efforts in its history, is presented and analysed. The Unilever “Path to Growth” strategy, was a five year restructuring plan launched in 1999, in which Unilever sold an disinvested many established and smaller brands, cut substantial amounts of costs, laid off thousands of employees and restructured their brand portfolio considerably. The weaknesses and the benefits of “Path to Growth” are shown, and also brand portfolio management in general is described in this context. The Unilever case is analysed in detail. The motivations for brand portfolio management in general, and the specific restructuring campaign are shown and explained. Financial and qualitative analysis is taken. The outcome of the restructurings is evaluated and conclusions are taken. Recommendations for further studies are made and an outlook is given.

Author : William M. Pride
Publisher : Cengage AU
ISBN 13 : 017038618X
Total Pages : 632 pages
Book Rating : 4.80/5 ( download)

DOWNLOAD NOW!

Download or read book Marketing Principles with Student Resource Access 12 Months written by William M. Pride and published by Cengage AU. This book was released on 2017-09 with total page 632 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the printed textbook, Marketing Principles. Marketing Principles combines a thorough and engaging overview of essential marketing principles. The text provides you with the knowledge and decision-making skills you'll need to succeed in today's competitive business environment. Marketing Principles includes the most current coverage of marketing strategies and concepts with extensive real-world examples including social networking and digital marketing. You will find important topics drawn from the rapidly changing world of modern business including social and environmental responsibility, sustainability, globalisation, entrepreneurship, and marketing through transitional times. New, PRINT versions of this book come with bonus online study tools including animated activities and videos on the CourseMate Express platform.

Author : JOBBER, DAVID
Publisher : McGraw Hill
ISBN 13 : 0077139682
Total Pages : 980 pages
Book Rating : 4.81/5 ( download)

DOWNLOAD NOW!

Download or read book EBOOK: Principles and Practice of Marketing written by JOBBER, DAVID and published by McGraw Hill. This book was released on 2009-12-16 with total page 980 pages. Available in PDF, EPUB and Kindle. Book excerpt: EBOOK: Principles and Practice of Marketing

Author : JOBBER, DAVID/E
Publisher : McGraw Hill
ISBN 13 : 0077174151
Total Pages : 845 pages
Book Rating : 4.56/5 ( download)

DOWNLOAD NOW!

Download or read book EBOOK: Principles and Practice of Marketing written by JOBBER, DAVID/E and published by McGraw Hill. This book was released on 2016-03-16 with total page 845 pages. Available in PDF, EPUB and Kindle. Book excerpt: EBOOK: Principles and Practice of Marketing

Author : JOBBER AND ELLI
Publisher : McGraw Hill
ISBN 13 : 1526849542
Total Pages : 938 pages
Book Rating : 4.40/5 ( download)

DOWNLOAD NOW!

Download or read book Principles and Practice of Marketing 10/e written by JOBBER AND ELLI and published by McGraw Hill. This book was released on 2023-02-21 with total page 938 pages. Available in PDF, EPUB and Kindle. Book excerpt: EBOOK: Principles and Practices of Marketing 10/e

Author : Jaywant Singh
Publisher : Kogan Page Publishers
ISBN 13 : 139861159X
Total Pages : 345 pages
Book Rating : 4.97/5 ( download)

DOWNLOAD NOW!

Download or read book Brand Management written by Jaywant Singh and published by Kogan Page Publishers. This book was released on 2024-05-03 with total page 345 pages. Available in PDF, EPUB and Kindle. Book excerpt: How are brands created? How can their value be measured? Explore these areas and more with this clear and concise brand management textbook. Brand Management combines practical and real-life applications with a range of perspectives and research insights into the theoretical, societal and socio-cultural contexts to cover all the key aspects of brand management. Exploring areas such as the key definitions and elements of branding, brand loyalty and positioning and brand communication, it offers an easy-to-follow operationalized focus on areas such as measuring brand equity, co-branding and brand architecture. Featuring case studies and examples from Uber, Guinness, Li-Ning, Arm & Hammer, Balenciaga and Netflix, Brand Management also examines new and emerging topics including managing brand crisis, brands' responsibilities and digital brand analytics. It is supported by a range of features such as learning outcomes, 'in practice' boxes, key concepts and discussion questions and online resources consisting of lecture slides, video links and an instructors' manual containing further case studies and exercises. This is an indispensable textbook for undergraduate and postgraduate students of brand management.

Author : Petra Molthan-Hill
Publisher : Routledge
ISBN 13 : 1351216481
Total Pages : 547 pages
Book Rating : 4.87/5 ( download)

DOWNLOAD NOW!

Download or read book The Business Student's Guide to Sustainable Management written by Petra Molthan-Hill and published by Routledge. This book was released on 2017-11-09 with total page 547 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Business Student’s Guide to Sustainable Management has become a core textbook for business undergraduates. With a full introduction to sustainable management, the textbook covers all subject areas relevant to business students. This second edition features fully updated chapters on how to integrate the Sustainable Development Goals into accounting, marketing, HR and other subjects in management and business studies. Furthermore, this second edition offers brand new chapters on how to teach the Principles for Responsible Management Education (PRME) in any business discipline, how to explore new business models designed to support sustainable development and how to crowdsource for sustainable solutions. The book contains over 40 ready-made seminars/short workshops which enable teachers and students to integrate the Sustainable Development Goals (SDGs) into every discipline in business, including economics, operations, marketing, HR, and financial reporting. Each chapter follows the same easy-to-use format. The Business Student’s Guide to Sustainable Management provides a true treasure chest of materials to support staff wanting to integrate sustainability into their teaching and provides support to effectively embed sustainability in the curriculum. The chapters also offer a starting point in developing teaching units for Masters and MBA students. The material is not just useful to people in business schools, but to those involved in wider scale curriculum change, and those looking to make links between different disciplines (for example, how to teach system thinking, corporate peace-making and the crowdsourcing of sustainable solutions). Online Teaching Notes to accompany each chapter are available on request with the purchase of the book.

Author : Richards Macdonald
Publisher : GRIN Verlag
ISBN 13 : 3656458693
Total Pages : 13 pages
Book Rating : 4.92/5 ( download)

DOWNLOAD NOW!

Download or read book Unilever. A Strategic Analysis written by Richards Macdonald and published by GRIN Verlag. This book was released on 2013-07-10 with total page 13 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, University of Cambridge, language: English, abstract: Unilever is a London-based fast-moving consumer goods company that sells its products in nearly 200 countries. However, it is neither the largest packaged consumer goods or food company as it has fiercely competitive rivals. In recent years, new corporate leadership has instituted changes, including a new mission and a new vision. These have resulted in a more positive relationship with consumers, a better public image, and an increasing presence in developing countries. Still, our strategic analysis of the company shows impending threats that can damage Unilever’s margin of profit and global stake in the fast-moving consumer goods industry. New brands, mounting competition, and an increase in taxation and regulations are mounting obstacles to Unilever's continued success. In order to overcome these and other future vulnerabilities, Unilever needs to continue its product and information technologies developments, introspection, campaigns, and external monitoring. Company Profile Unilever is an Anglo-Dutch company that consists of over 400 brands “focused on health and wellbeing” (Unilever, 2013a). Unilever sells its products to more than 190 countries and belongs to the fast-moving consumer goods (FMCG) industry. Specifically, it is the second largest packaged consumer goods firm after Proctor & Gamble (P&G), and it is the third largest food company after Nestle and Kraft Foods. While Unilever is based in London, England, it sells food, home, and personal care products over all major continents. Unilever was formed when the Dutch margarine company Margarine Unie merged with the British soapmaker Lever Brothers in 1930. The two companies decide to combine since they were often competing for the same raw materials, oils and fats, to make their products. Today, Unilever has adopted a new mission to

Author : Michael J. Baker
Publisher : Bloomsbury Publishing
ISBN 13 : 1137342137
Total Pages : 553 pages
Book Rating : 4.33/5 ( download)

DOWNLOAD NOW!

Download or read book Marketing Strategy and Management written by Michael J. Baker and published by Bloomsbury Publishing. This book was released on 2017-09-16 with total page 553 pages. Available in PDF, EPUB and Kindle. Book excerpt: The fifth edition of Marketing Strategy and Management builds upon Michael Baker's reputation for academic rigor. It retains the traditional, functional (4Ps) approach to marketing but incorporates current research, topical examples and case studies, encouraging students to apply theoretical principles and frameworks to real-world situations.