UNILEVER FUTURE LEADERS PROGRAM 2011 BUSINESS CASE STUDY – FINAL ROUND
To prepare for the UFLP Final Round, you will be given a Case Study to finish within one week. As a group of 7‐8 members, you will be required to deliver a Team Presentation to Unilever Selection Panel after working on the case study. The duration for your group presentation is max 30 minutes and there will be a follow up Q&A session by the selection panel. In the presentation, each member of your team has to take turn to deliver different parts of the team presentation. The presentation session details are as follows: Date: The same as your assessment date Time: 8:00 AM Venue: Unilever Homebase 156 Nguyen Luong Bang St, District 7, HCMC Your group is required to send us your presentation to our email address as follows: Time: by 11:00 AM st 21 May 2011 Date: MS Powerpoint 2003 ‐ in English only Format: Email: Tran‐
[email protected] “Case Study Report – UFLP11 – Group No ‐ Function” Subject:
Case Study Background “Clear” is the biggest brand of Hair Care category of Unilever with high potential for further growth in Vietnam. Clear has been positioned as leading Anti ‐dandruff (AD) shampoo that targets at both men and women with its relevant portfolio. Clear is enjoying a leading market share among hair care brands. Some of the head ‐to‐head competitors include Head&Shoulders, Ramus (in general AD segment), X ‐men, Romano, Dr.Men (in Male hair care segment). In the past two years its key competitor, Head&Shoulders has been expanding quite aggressively in the market, which is a big threat to our brand. In April 2011, Clear has just landed its major relaunch for the whole range of products, with new proposition as a scalp care AD brand. With this renovation, Clear is expected to strengthen its position, expand the market and further drive the growth in hair care market. As a team, you are requested to go to supermarkets, hypermarkets, wet market stalls, convenient stores, street shops, etc. at your own choice to make a small research on how Clear is doing and especially how the relaunch of Clear is helping with its performance in the market.
Questions You are asked to do the following tasks: •
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The research should be around 4Ps: product, price, promotion and place of Clear’s against its competitors’ in hair care market in general and in AD segment and Male segment in particular. Observing or conducting direct interviews with consumers, shoppers and retailers at all channels for insights. After the visit, make a short presentation on your team's findings and give recommendations and answer the following questions 1. How should we segment Hair care category in Vietnam with current brands/product in the market? 2. Evaluation of the brands with the same segment as Clear? An overview on how those brands are performing in the market? 3. In general, what Unilever should do more of , and less of to fast track the sales growth of Clear (max. 5 suggestions for each aspect). Please make sure you give recommendations on in‐store activities (stock availability, merchandising, in‐ store materials etc.) Your group will have max 30 minutes for presentation and 10 ‐15 minutes for Questions and Answers.
