Hybrid Assignment (2%)

Product Decisions & Branding

Chapters 8 & 9

MKT1100 S300

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 Answers

1. Identify what stage of the lifecycle the product/service is in. Provide a rationale

for your selection.

The product, i.e., non-dairy ice cream by Unilever, is at the market growth stage of the

product life cycle. This is because the product was launched a few years ago and has been

in the UK market for some time now. Customers love the goods and believe the

company's advertising (Deshwal and Panjagari, 2020). Competition is increasing because

of the company's rising demand and earnings. Companies' marketing efforts have shifted

from attracting new customers to growing an existing customer base and strengthening

the company's reputation as an industry leader.

2. Based on the product/service lifecycle phase, how does this impact packaging

information?

This marks a shift in Unilever's marketing focus from just drawing in more customers to

making a name for itself in the marketplace. Packaging has become a crucial tool for the

corporation in convincing consumers to prefer Unilever products over competitors

(Deshwal and Panjagari, 2020). The company's expansion means it must adapt. Hence, its

ice cream packaging now bears a new name and distinctive characteristics designed to

increase sales and improve the brand's reputation among consumers. Creating more sales

outlets for the new packaging services now available on the market has become

necessary. Unilever's marketing will prominently promote all of these initiatives.

3. Include brand and packaging information for the product/service. Include

samples and also provide rationale on the packaging.

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 When it comes to packaging, the firm will always utilize recycled plastic, never new

plastic. New inventions from Unilever, such as reusable paper-based ice cream tubs, will

save around 4,500 tonnes of plastic annually (Unilever, 2020). Unilever continues

collaborating with various partners to assist collect and recycle plastic packaging,

including projects in several countries. People recognize that recycling is essential in

reducing plastic waste in the environment, but they also realize that recycling alone is not

a sufficient solution (Unilever, 2022). To reduce its reliance on virgin materials, the firm

has begun to utilize more post-consumer recycled (PCR) plastic in its packaging.

Figure 1 Sample of packaging by Unilever

4. How would you classify the product/service ((i.e., Convenience, Shopping,

Specialty, or Unsought)? Provide a rationale for your selection.

The non-dairy ice cream can be classified as a specialty product. A kind of frozen

dessert known as "non-dairy ice cream" does not include any dairy products at any

stage of its manufacturing process (Unilever, 2020). People who are allergic to gluten

or lactose may still be able to eat it, and in most situations, vegans will be able to do

the same (Unilever, 2022). Vegans interested in purchasing non-dairy ice cream should

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examine the product's label to ensure that it was not manufactured in a facility that also

processes eggs.

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 References

Deshwal, G.K. and Panjagari, N.R., 2020. Review on metal packaging: materials, forms, food

applications, safety, and recyclability. Journal of food science and technology, 57(7),

pp.2377-2392

Unilever, 2020. Unilever makes progress on its sustainable packaging goals [online]. Unilever.

Available from: undefined [Accessed 9 Nov 2022].

Unilever, 2022. Why isn’t all your packaging recyclable? [online]. Unilever. Available from:

undefined [Accessed 9 Nov 2022].