The paper "Launching the New Product by Unilever Company" is a great example of a case study on marketing. The purpose of this plan is to provide a detailed schedule of activities that will be committed in the process of launching the new product by Unilever Company. The plan will tackle various aspects including the company overview, the product concept, and the rationale behind the development of the product, the target market, and the value proposition and the process of commercializing the product as well as the process of managing the product growth.
The ultimate objective of doing this is to ensure that a detailed plan for launching the new product which is ‘ Axe’ for Unilever is developed. 2.0 Company overview Unilever Company has been in operation for over a century now since it was first founded in the 1980s in the United Kingdom by two families from the Netherlands namely Jurgens and Van Den Bergh. Since then, Unilever has grown to become a globally recognized brand. Unilever is currently associated with over 400 brands and which are provided in different product ranges including food, ice creams, a variety of soaps and luxurious shampoos as well as other family care products (Unilever 2012).
The company is known for producing the world’ s most respected brands which include Lipton, Dove, Hellmann’ s and Omo as well as Axe for men alongside other trusted global brand names like Blue Band and Purreit as well as Suave. Unilever is also very well because of its mission which pays very substantial attention to social wellbeing. For instance, in 2010, the company launched what it termed the Unilever Sustainable Plan that could him attain his goals and targets while minimizing the negative impact it causes to society (Unilever 2012).
In general, Unilever can be labeled as one of those view companies that have chosen to better the operating environment for sustained business growth. Given its long-term attention to innovation, Unilever has been at the forefront in developing new brands that have certain nutritional properties that are aimed at improving the health standards of the users and providing superior taste, fragrance, and functionality for the customer. It is with this respect that Axe for men was developed in 2010 which is a spray and grooming brand for men.
Following the development of this product and heat that it has caused in the market, the new Axe for ladies is being developed and this is where this plan is expected to show hoe Axe for women will be launched in the market (Unilever 2012). 3.0 New product development The product to be launched is called Axe for men. This is a product from ladies and it’ s a development from the commonly Axe for women which has really hit the market and has shown some potential for growth if it could be diversified so that it can also be used by women.
The idea for this product is that apart from Axe being developed for men and that as shown that it is a good spray and grooming product for men, it is the turn for women also to enjoy the same.