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Showing posts with label Unilever. Show all posts
Showing posts with label Unilever. Show all posts

April 24, 2015

March 30, 2015

Selfies " are the heart of " Uniliver's consumer generated " product marketing strategy

How consumer generated strategies is powering Unilever marketing strategy

visual marketing strategy

Unilever's  new strategy is based on " inviting consumers to send in their selfies  and product related photos to instagram and Facebook and  syndicating that content for use by retail websites .Unilever is the first consumer brand to  tap into " user generated " strategy  and as a visual tool to help brands stand out from the clutter

Unilever’s Simple Skincare brand is using a new service from photo management vendor "Olapic" to pass on photos shoppers send it from social media to retailers selling the brand’s products. This helps  retail outlets to understand consumer behavior, and understand whats influencing certain skincare brands to sell more 

According to Unilever's North American  eCommerce head  Doug Straton "Consumers trust current users of a product more than something a brand may put forward through traditional assets,”. By sharing the content with four sites—Ulta.com, RiteAid,com, CVS.com and HarmonDiscount.com—more consumers are exposed to that content. 

June 23, 2014

Unilever India's Kan Khajura Tesan, Digital Campaign Goes Viral




Until a few years ago most companies looked at online as yet another platform to air their TV commercials. This is not the case any longer. FMCG companies are looking at digital media as a separate platform to engage with their target audience. 

  •  Perhaps the most successful digital campaign in the country by an FMCG company has been run by Hindustan Unilever (HUL). The consumer goods giant last year launched a free mobile radio entertainment channel called Kan Khajura Tesan, which can be loosely translated as Centipede Station, in Bihar and Jharkhand.
  •  To access the content, a mobile phone user gives a 'missed call' - the call here gets disconnected automatically after two rings - on a given number. The user is then called back and gets to listen to songs, jokes and, of course, HUL advertisements. The idea behind the campaign was to reach out to consumers who do not have access to TV, radio or the print medium but have a mobile phone. 
  • Over the past seven months the radio station has reached out to more than nine million subscribers and HUL ads have been heard 85 million times, the company says. HUL now plans to roll out the channel in other regions.



May 28, 2014

More soaps and beauty products sold online that insurance

consumer goods  to increase their online budgets by 20%

Consumer Goods Historical Spending  data


Consumer  Goods brands have traditionally been big spenders on TV and Print.. However that start changing from  2011 onwards, when CPG brands started moving online.. and very soon  Procter Gamble, Unilever, Colgate, General Mills  started to see amazing results as they started reaching consumers at a fraction of the cost what  they did earlier.. With Mobile web  Procter and Ganble could have access to consumers via video.. which could be played " with amazing clarity and faster"

Using impressions rather than clicks to measure digital campaigns was far more predictive of real-world results and increased the estimated ROI of Facebook advertising by as much as 75%, according to Ross Link, Nielsen's president of global marketing return on investment solutions. 

L'Oreal, the world's third-biggest ad spender behind P&G and Unilever,  is set to increase their digital budgets upwards from  12% . Last year 20% Loreal sales came from onlineGeneral Mills has almost doubled their digital marketing budgets from 8% in 2008 to 17% in 2008 Currently 79% of their ad dollars are spent on TV. 



  

Procter and Gamble to invests 30% of media spend in digital

Consumer Goods giant Procter and Gamble is   moving more of  its ad dollars into the digital medium, thereby investing almost a third of its media spend in digital, social and mobile as it looks for ways to improve marketing efficiency 



Search and Display to see high spending by Consumer Good  brands

 Executives of Procter & Gamble Co. and Mondelez International both said their companies now spend about a quarter of their U.S. media budgets on digital and plan to keep growing that share as they see improving return on investment. 


 P&G's global brand  head  ,Marc Pritchard  had recently explained about how it has shifted its mindset to “digital back” - campaigns that start in the digital world and build back into the rest of the marketing mix. P&G has previously said that is spends around 35 per cent of its US media budget on digital but has not released a figure for the business overall..


The focus on marketing efficiency comes as P&G, which owns Olay, Pantene and Duracell, saw  declining last quarter with .PG revenues were up by mere 5%YoY   to $22.28bn, down from 2 per cent growth in the previous two quarters. Profits were down almost 16 per cent to $3.43bn. 

September 22, 2013

Procter and Gamble Marketing Spends on Digital Medium exceed 35% of its budget

FMCG and Digital marketing



online media online Growth
Internet advertising Growth set to grow over 100% as compared to print, outdoor, TV and Radio

P&G global marketshare  vs a digital d budgets
PG Global Marketshare  by Segment


Procter & Gamble Co. PG -0.91% is now spending more than a third of its U.S. marketing budget on digital media, an aggressive shift consumer brands set to increase their Online Media budgets, at the cost of lowering their ad spends on print, radio and TV . Clearly web and mobile marketing are emerging as the ' most efficient" marketing  challenge in the uncertain economic times as these


According to  P&G chief executive A.G. Lafley procter and Gamble s giant's digital spending on things like online ads and social media ranges from 25% to 35% of its marketing budget and is currently near the top of that range in the U.S., its biggest market. In 2011 19% of FMCG Brands Marketing Budgets went the digital way in the United States

In  the year 2012, fiscal year  P&G spent $9.3billion on Marketing Including print, TV,Radio, Digital and Mobile Advertising.P&G recently told " that Online media budgets is only set to increase in the coming year " We have some business and brands where digital and online is incredibly brands effective and provides the right distribution channel for " engaging with brands 


By 2020 Unilever expects the developing economies to make 70% of global sales, as Consumer Good Giants led by PG and Unilever sweat it out in the marketplace where " consumers are increasing going digital led by Mobile web, Tablets and Connected Devices

P&G built its business on deep consumer research and premium products that it pushed through heavy advertising, much of it on television. That backdrop is changing, however. The recession has left consumers more frugal, and there are now many ways to influence consumers using the Web and mobile technologies