Trends shaping the fast-moving consumer goods sector

Macro trends shaping the fast-moving consumer goods sector

  1. Please provide a general assessment of the macro trends shaping the fast-moving consumer goods sector in Europe, paying special attention to Sustainability and Corporate Social Responsibility. Please consider in your assessment only the B2C markets. Make sure to reference adequately any source you are using for your report. Moreover, referring to Unilever and it’s brand Knorr, please analyze:

With the increase in population, various companies have had to contend with numerous challenges that come with the ever-increasing population. Some of the challenges include poverty and the concerns of hygiene, as well as the concern of sanitation. Environmental issues and health concerns have been key to the current consumers as well as the marketing toolsthat are used. Many consumers are using online platforms to gain information and to order their products. These macro trends have shaped the way companies operate and are the same reason why uniliver have ventured into the brand of Knorr. The development changes have affected people globally through possing challenges in the market. This leads to market fluctuation because of instability as well as difficulty in getting raw materials. Unilever has launched the Unilever sustainable plan that has formed the Blueprint of doing a sustainable business through various objectives that are set to be achieved (Maguire and Stock  2015 ). This vision of Knorr and the sustainability program is to promote sustainable products and to access more people informing them of the initiatives. The environmental footprint has had an impact on the social strategies that are increasingly positive. This practice is supposed to promote sustainable products that create a bright future for every individual. Unilever is also exhilarating sustainability integration into all its brands, one which is known as Knorr.

Knorr is a large Unilever corporation that is known globally as a German food and beverage organization. Unilever has owned it since the year 2000. From the year 2012, it grew up in terms of its global sales. In  Europe, Unilever sells more than 10 million products from Knorr daily, which is made up of fresh vegetables and herbs. When it comes to sustainability, Unilever will like to reduce the ecological footprint that is created by corner partnership for sustainability in the year 2010. The widespread adaptation of agricultural products is crucial for the millions of people that are supposed to be fed without depending on the natural resources of the plants. Sources of sustainable innovation are focused on consumer preference changing with time. The public relations campaigns also have communication strategies that define the messages addressing consumers and non-governmental organizations.The consumers have also changed from demographics as the majority of them are concerned with their health. This is a factor that has to be used in maintaining the new strategies. As technological changes continue to affects the marketing landscape, the producers must involve the new technology to reach their consumers. The B2C  transactions are changing with the online market, as the companies have to adjust their strategies from the previous innovations. The goods within the industry have grown over the last 20 years, with companies launching innovative products that meet the array of human demands in Europe. The rapidly developing world built on the value of chain and strategies that have increased the market portfolio of the shareholders.

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The industry has relentlessly been given new product innovations, with companies expanding beyond traditional businesses. The rise of the digital consumer with the impact of consumption patterns has been key to the changes. The volatile input cost is driven by natural resources shaping the outcome of the majority of the goods. Also, technological changes have rapidly created new markets and opportunities where every technology has replaced the operations of past innovations. The other idea is their complications that come as a result of new legislation, and the public needs to know where the goods are safe or not. Consumers are more aware of what they are consuming that therefore there is the need to make adjustments.The companies are, therefore, paying special attention to sustainability and corporate social responsibility within the b2c markets. Unilever has successfully Incorporated sustainable innovations that are also taking care of the environment and giving consumers what they expect.

  1. What microenvironmental factors have affected Unilever’s decision to create the “Knorr Partnership for Sustainability” initiative in 2010?

Numerous macro-environmental factors have affected the Unilever’s decision to create the “Knorr Partnership for Sustainability” initiative in 2010. This project was the largest Unilever cooperation Project where food and beverage brands that were used and owned by Unilever acquire the best food throughout different parts of the political, social, and cultural environment include decisions that are strongly affected by the development of the political landscape. The political environment is made up of laws pressure groups as well as government agencies that have influenced and Limited different organizations and individuals who are concerned with their eating habits. There are laws that re governing the products that are produced. Such products should not affect the environment. When packaging, some legislations recommend certain types of products.

Legislation that regulates businesses advocate for market economies that agrees with the regulations that have been set for sustainability. Apart from sustainability, other regulations encourage competition that is showing that the goods and services are developed following public policies.

The other microenvironmental factor is consumer engagement. Many consumersare aware of environmental issues, and people are increasingly becoming concerned about sanitation, health, and the environment. Consumer engagement values and relationships are also geared towards marketing strategies and programs that encourage environmental integration. It is these initiatives that are used by Unilever that have proved to be more specific in their approach. Through the use of market segregation and targeting differentiation, the company has divided the market into different segments that it can serve excellently.s this makes it wants to bring value to the target consumers within the selected markets through designing an integrated marketing mix to produce products that are targeting the market.For a long time, issues of Environmental Protection have been raised by numerous NGOs and individuals around the globe. Many companies have to adhere to the set rules and regulations and ensure the environment is protected while also using products not having negative impacts on the environment. The packaging is one of these issues as it involves opportunities presented to the food producers such as Unilever to package their products in a way that they do not affect the environment. Before the decision to create a partnership for the sustainable initiative in the year 2010, products that were packaged had a negative impact on the environment because they were not environmentally friendly. This initiative ensures that the integration of the consumer into the decisions made in the market, such as Unilever, participates it better packaging strategies. Partnership for sustainability, such as the campaigns, is geared towards growing organic vegetables that are supplied in this campaign.

The central part of the sustainability program is to create brand ambassadors that implement communication measures and to promote Environmental Protection. Adopting sustainable agriculture is a key part of the people who are concerned about depleting natural resources. Sustainable farming methodologies can easily increase the yields mitigating the effects of climate change as providing economic and social benefits.s sourcing sustainability is important in securing Unilever supplies and reducing volatility and risks in the supply of raw materials. Sustainable measures open opportunities and Innovations that focus on the needs of the people through enhancing brand equity.


  1. What customer target groups is it aimed at? Please describe them by demographic, psychographic, and behavioral factors.

This initiative is aimed at consumers who were concerned with the environment and those that care about the goods that they consume.  The company is also targeting social media influencers who can take part in promoting the products to the consumers. The young generation is well aware of the foods that they consume and have health conscience about the produced goods. Many consumers are concerned about the depletion of natural resources affecting the people in the future. Such people re excellent targets for Unilever because they have the same strategies and objectives. The other target group is individuals who are aware of the impacts that the packaging of products have on the environment. They also have experience with brands that are not healthy and therefore are too much concerned about what they consume. When it comes to demographics, the initiative is targeting both male and females. The other demographics are people of the urbanregions that are concerned with environmental pollution. Consumers’ shopping habits have changed, with many people ordering items online, shaping a different perspective for the Producers and suppliers. These are the other target groups. It is this reason that Unilever has learned innovative strategies that are precise for different markets and have created a state of our various global places around the globe. Products that are improving health and well-being it is consumers because millions of people are concerned about hygiene and nutrition. Reaching the social impact requires innovation for programs that consider health and hygiene created through the use of mass media and digital marketing. Reducing the environmental impact requires activities that are principally geared towards saving water and energy as well as land while at the same time, reducing greenhouse emissions. Supporting environmental policies requires products that can be disposed of easily without affecting the environment while also reducing products that go to waste. The most circular model in manufacturing operations results in the disposition of land without the ability to recover from the wastes.

  1. Critically assess Knorr’s current communication campaign and its appeal to a broad international food consumption market. Should we assume that last mile food production and distribution initiatives (fruits and vegetables going from local farmers straight to the consumers’ homes without passing through the middlemen) are common the world over? Or is this type of Knorr campaign effective simply based on the idea of “sustainability” irrespective of whether such last-mile initiatives are effectively taking place locally, wherever Knorr consumers reside?

The current communication strategy used by Knorr relies on corporations as well as suppliers in farmers. The company is using campaigns that aim at meeting the supplies to give the brand a face that addresses is complex issues. There are other instruments, including dialogue on the social media that are used as additional strategies to create proximity and improve on transparency for the brand experience. The consumers and employees turned into ambassadors for the brand to ensure that they spread the brand of Unilever. This is done while focusing on sustainable Environmental used by Knorr also communicates its focus and commitment to the high product quality and a continuous emphasis on agriculture by comprehensive measures. Apart from the use of social media and other strategies, there are TV commercials that are you still promoting the point of sale online market. This type of Knorr campaign effective simply based on the idea of “sustainability” irrespective of whether such last-mile initiatives are effectively taking place locally, wherever Knorr consumers reside. The current market has group moved online, and their form every organization has to adjust its strategies so that it reaches online send us through using social media and point-of-sale method. Setting up a separate website for specific initiatives has also been a key where the organization describes the services that they offer so as to reach large customers who wanted to get further information about Unilever and their campaigns. The brand also introduced a logo the year 2012 so as to help the consumers make wise choices, but those who support sustainable sauce ingredients. There are PR marketing campaigns that are included in the communication manuals. These campaigns focus on messages of sustainability geared towards the customers. The non-governmental ideas are some of the target groups that Unilever would like to reach the marketing campaigns. These people also include journalists and consumers who are also teen environmental sustainability and health consumption. At the beginning of the campaign, numerous events Drew attention and engagement as consumers had to apply the growth of vegetables in numerous gardens supplied by Knorr. The central point of these campaigns is to target chefs as Ambassadors of the brand and to integrate communication measures, which are the key roles in Theknorr marketing campaign.When the market day was staged in the Unilever house in Germany, there were journalists who invited as well as opinion makers and stuffed members who are introduced to know of the known chefs so that they could showcase their cooking skills. This was one of the strategies that allowed guests to obtain information about the products cultivation and processing four ingredients during the employee talk. Word of mouth is the best to allow the consumers to spread the message, and tests are done on packages to generate a buzz around the products. Comprehensive press pack usually start their initiative as well as press releases that are also subject to product development. The emphasis is on the media work has also been part of the market day campaign where the representatives and owners of different companies, together with suppliers and farmers come together so as to promote Unilever products.

Reference List

Analyzing the marketing environment:UniliversKnorr: the way towards a sustainable future pp 107-109

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