Essay written based on this questionary and check the attached file to be read .
CASE : “Unilever’s Knorr: Ways toward a Sustainable Future” p 107. (Kotler, 17e)
After reading the case, and making explicit use of the analytical frameworks provided by the
“introduction do marketing” module
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 its brand Knorr, please analyse:
2. What microenvironmental factors have affected Unilever decision to create “Knorr
Partnership for Sustainability” initiative in 2010?
3. What customer target groups is it aimed at? Please describe them by demographic,
psychographic and behavioural factors.
4. 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?
Instructions Format of the report:
1. The report should display a coherent structure: contents page, introduction,
executive summary, methodology, findings, analysis, conclusions, recommendations, referencing
2. The report should be prepared as a neatly typed Word document (Times New Roman 12
points), with double spacing and page numbering.
4. Tables or work/data taken from other sources may be included in an appendix.
3. All sources must be referenced in the text and a full bibliography must be provided
(including visited websites) in the Harvard style referencing system.
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