Chapter 4 - The Marketing Environment

           TRESemmé's Target Market is known to be a professional and affordable salon standard brand which tends to attract a buyer's attention, especially for those who have "damaged hair". Their goals are to build and maintain successful relationships with their customers. 

           In order for this company to plan for the future, they need to understand the way an External Environment works. TRESemmé has to collect and evaluate data from people like us. They need to know what their customers like and what they do not like and try to sell a product that people will most likely buy to make sure that they are ahead of the competition.

           There are a few Social Factors that effect this company. They know how to influence consumers to buy the products that they make and how to sell them for a great price at the same time. This brand has been gaining share for a long time that it has become the number 2 brand in a crowded $6 billion United States mass hair-care market this year. They have achieved this goal because they know the values that Americans want in order to be satisfied for what they buy. A lot of their shampoo bottles use less plastic now to help the environment since consumers are also pursing ways to become more self-sufficient.

           TRESemmé's Demographic Factors are included in many of their products. They sell products that are significant for people's statistics such as age, race, ethnicity, and location. They sell a shampoo and conditioner that is tended to make your hair stronger so it doesn't fall out easily. As you get older, your hair falls out more due to stress, etc. so consumers who are aging and stressing out are more likely to buy this shampoo. They also have a hair spray that helps tame the frizziness of a person's hair due to humidity which usually occurs during the summer time. People with frizz will most likely buy this product since it says it's salon professional.

           You may see that sometimes a product is way more expensive than a different product that is way more cheaper. If you see a shampoo that is $40 and a shampoo that is only $10 which are you most likely to get? Many will get the $10 shampoo because it is cheaper and people can afford it. This is where the term Economic Factors comes from. You have to focus on the consumers' incomes, inflation, and recession. This is another reason why TRESemmé's products are great because they are CHEAP, affordable, and they work just as likely as a professional product works. Why spend a lot of money on a product if you can but one that works just the same and the other but costs less?

           Having Technological Factors is very important for a company. In order for TRESemmé to know what is going on in our society, they would need to apply research to develop new or improved products to keep on track of the competitive advantage. They create better products this way and it may render existing products. They have already done this with many of their hair products, which explains why they are still ahead of the game.

Citation: http://adage.com/article/news/marketing-tiny-tresemme-rising-top-hair-care-heap/145573/

Chapter 3 - Ethics & Social Responsibility

           Ethical behavior is very important to have in every marketing company. It is the pure fact to what is the right thing to do and what is the wrong thing to do for a marketer. When a product is sold by Unilever, they do not lie about the reasons to why it may be good for you, that would lead them to have a bad moral and will make consumers dislike them. They are wise about selling their products to others, this company has more of a conventional mortality. Unilever's code of ethics "applies to the senior executive, financial and accounting officers, and it comprises the standards prescribed by the U.S. Securities and Exchange Commission (SEC); it provides the provisions of Unilever's code of business and the more detailed rules of conduct that goes with it." They have their own way of ethical decision making and they are pretty good at having consumers by their products. 

Quoted Citation: http://www.unilever.com/investorrelations/corp_governance/unileverspolicies/index.aspx

           Unilever has a sense of sustainability since it demands that "human resources should be managed in a way that maintains workforce capabilities and employee satisfaction and it excels in their sustainability philosophies. " (as quoted from the book on Chapter 3, page 41). Unilever's sustainability mission is to create better futures for the customers, retailers, economy, and the environment. The diagram above shows how this is possible. The critical involve process for the sustainability of Unilever has to do with raw material, manufacturing, producing, and the supplier. They also go by what the people want because they know that is how they will keep their company alive since they are listening to the people, which is a very wise thing to do.

Citation: http://prezi.com/mhd-fwgjqsqd/ethical-unethical-of-unilever/           

  

            My company's main focus is going to be on the brand TRESemmé. Unilever manufactures and sells this product. This product makes shampoos, conditioners, hairsprays, gels, etc. It is also not expensive and gives you professional hairstyle looks. The information that I have written above relates to this product because they come from the same company. They make sure that their company is satisfied and deserve the best-looking hair. Who needs to spend hundreds of dollars when you have
My company's main focus is going to be on the brand My company's main focus is going to be on the brand  My company's main focus is going to be on the brand TRESemmé?

Chapter 2 - Strategic Planning for Competitive Advantage

            Like every other Marketing company, Unilever goes through a strategic planning process in order for their products to be sold. Since this company owns many of the world's consumer products, they have to advertise their products as much as they can so people can be convinced in buying them. They are already ahead of the game since they are a very well-known brand.
        Unilever does all this in order for their company to grow and expand more throughout the world. They need to advertise in order to keep their company alive and working. This company has to have basic key components that will influence customers to buy their products more, some examples that they need to have are: vision, mission, values, and strategy. A sales person can't just go up to a customer and try to influence them to buy something that they DO NOT want to buy, which explains why they have to evaluate the situation first as if the person is interested in the product or not. Then they have to target that specific individual who is interested and try to get them to buy the product.
        Unilever's basic strategic planning is advertising, this is how they get their customers to buy products that they are selling.