COMMUNICATION STRATEGY
consumers insights
Company: UNILEVER.
Position: R&D - Consumers Technical Insights (CTI). Being part of the CTI team means to bring specific European needs into global innovation projects and to make sure that our products land in the best way in European markets.
Website: www.unilever.com
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RESEARCH |
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We start every project by collecting EU consumers insights. Together with our local teams, we conduct market and users researches (qual & quants). The outcome from the research will give us information such:
Our goal is to get to know European needs and make sure that they are included in the innovation development. * The data showed in the illustrations is not real. It is an example with explanatory purpose.
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PRODUCT PROMISE |
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Once the project´s proposition is defined, and the technologies/formulas to be used are decided, we start the communication co-creation process. Together with the marketing teams, we create the messages that best fit to each channel and country. Here, it comes in handy our expertise in EU consumers to know how to target specific local markets.
Our R&D responsibility is to make sure that the promises we make to our consumers are true. To do so, we test our products to verify that our products will meet consumers expectations. |
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MARKET ACTIVATION |
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Another of our CTI responsibilities is to make sure that consumers understand the technologies behind our products. We translate technical information into consumers friendly language.
One of the best ways to explain our technologies in an easy way, is to create demos that will resonate to consumers. |
