National differences in consumer behaviour

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Reference no: EM1384781

Q. 1. Historically Unilever has had a reputation for customizing its product offerings and marketing messages to local market conditions. Illustrate what are the benefits of this approach? Illustrate what are the drawbacks?

2. Explain why do you think Unilever chose to move away from its local customization strategy and tried to position Dove as a global brand? Illustrate what emerging conditions in the global marketplace mad this strategy feasible?

3. Do you think Unilever could have pursued the same basic strategy 30 years ago? If not, explain why not and illustrate what has changed to make it possible today?

4. Despite being globally branded, Unilever still tweaked the Dove campaign from nation to nation. Explain why did it do this? Illustrate what does this tell you about national differences in consumer behaviour?

Reference no: EM1384781

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