Congratulations! You have recently been appointed as Marketing Coordinator at Un
ID: 338967 • Letter: C
Question
Congratulations! You have recently been appointed as Marketing Coordinator at Unilever. Unilever is a leading consumer brand company and manufactures some of the best known brands, which are used by more than 2.5 billion people every day. It provides products to markets globally in the Food and Drink, Home Care and Personal Care categories. Your role is within the Personal Care division, specifically for haircare products. Unilever owns haircare brands such as Sunsilk, Tresemmé and VO5.
Your Marketing Director is also new to her role and has commissioned some market research to collect data on people’s shampoo buying behaviour. As you are a recent Marketing graduate from UniSA, she asks you to analyse and interpret the data and share your insights on shampoo buying behaviour with the team working in the Personal Care division.
4. Your Marketing Director is worried with the results in Table 3. She says, “We must be doing something wrong, because the proportions for the total sample group are always lower than the proportions for the users only group. Surely, the numbers for the total sample group should be the higher ones...” Is your Marketing Director correct in her way of thinking? Comment on whether Sunsilk is performing as expected within the total sample and within its customer base (i.e. users only), and why. (400 words approx.)
Section 3: Attitudes Table 3: Attitudinal responses Attitudinal Responses It smells nice It's my favourite brand Total sample Total Users only sample Users only Brand L'Oreal 75 74 65 Sunsilk 45 54 64 61 Pantene 35 69 Herbal Ess 29 45 53 69Explanation / Answer
The marketing director is not correct in the thought process. The results are mentioned as a percentage. Let's assume that total sample size was 100, 59 people mentioned that it smelled nice. However, let's assume only 50 people actually use Sunsilk in the sample, in that case around 36 (71%) users said it smells nice. The user group is a sub-group of the sample population and the percentage numbers need not be higher for sample group always.
Performance of Sunsilk
Total Sample
Overall, the performance is as expected and in-line with penetration data.
Users only
I would say Sunsilk's performance in the user group is below average when compared to the competition.