1960s UK Housing Policies & Unilever Case Study
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Questions and Answers

How did the UK government's planning in the 1960s address the housing shortage?

By focusing on the development of high-rise housing.

What major event during the 1960s contributed to public policy concerns regarding housing?

The population explosion.

What was the primary goal of building tower blocks in the 1960s?

To provide much-needed inexpensive accommodation.

In what period did the case study about Unilever's garbage bags take place?

<p>The mid 1970s.</p> Signup and view all the answers

What was Unilever's role in the context of this case study?

<p>To develop new capabilities and strengths.</p> Signup and view all the answers

What was the flawed perception regarding high-rise housing?

<p>That it could adequately address housing shortages.</p> Signup and view all the answers

What characteristics define Unilever as a company?

<p>It is an Anglo-Dutch international brand management organization.</p> Signup and view all the answers

What was one of the main challenges faced by public policy in the 1960s?

<p>The shortage of housing.</p> Signup and view all the answers

What were the three main areas focused on by Unilever's management of commodity products?

<p>Food products, personal care products, and cleaning products.</p> Signup and view all the answers

In what year was Unilever formed, and which two companies merged to create it?

<p>Unilever was formed in 1930 with the merger of Lever Brothers and Unie.</p> Signup and view all the answers

What initial consumer need did Unilever's research group uncover?

<p>A latent consumer need that later transformed into a significant business opportunity.</p> Signup and view all the answers

What type of housing projects did Unilever continue to develop into the early 1970s?

<p>High-rise tower blocks.</p> Signup and view all the answers

What traditional household role was highlighted during the mid-1970s regarding cleaning?

<p>Household cleaning was largely the responsibility of the female partner in a marriage.</p> Signup and view all the answers

What product categories does Unilever include under personal care products?

<p>Shampoo and toothpaste.</p> Signup and view all the answers

What historical context influenced the marketing and research methods used by Unilever?

<p>The use of the term housewife and the focus on female-oriented household tasks.</p> Signup and view all the answers

What was Lever Brothers' historical expertise prior to the merger that formed Unilever?

<p>Manufacturing soap and soap powders.</p> Signup and view all the answers

What consumer need was uncovered during discussions with housewives in high-rise tower blocks?

<p>The need to clean food remains from around the toilet was uncovered.</p> Signup and view all the answers

What method did some households use to avoid cleaning their kitchen wastebasket after each use?

<p>They placed plastic carrier bags inside the kitchen wastebasket.</p> Signup and view all the answers

Why was cleaning food waste particularly troublesome for some women?

<p>Cleaning food waste was troublesome because any leftover food had to be disposed of down the toilet.</p> Signup and view all the answers

What was one consequence of the oil crisis of the early 1970s on household products?

<p>The oil crisis made petroleum and petroleum-derivative products, like polythene, relatively expensive.</p> Signup and view all the answers

How did multiples like Sainsbury and Tesco affect consumer behavior regarding carrier bags?

<p>They charged consumers for carrier bags, influencing how households managed their waste.</p> Signup and view all the answers

What was the significance of the research conducted at Port Sunlight Village?

<p>The research aimed to explore consumer behaviors and frustrations in cleaning products.</p> Signup and view all the answers

From which socio-economic demographics were consumers involved in the research?

<p>A wide range of consumers from across the socio-economic spectrum was involved.</p> Signup and view all the answers

What were some of the well-known brands managed by the business at that time?

<p>Flash floor cleaner and Domestos lavatory cleaner were among the well-known brands.</p> Signup and view all the answers

What consistent approach does Unilever take in managing its brands?

<p>Unilever focuses on careful management and nurturing of successful brands.</p> Signup and view all the answers

What concerns arose regarding Unilever's potential entry into polythene production?

<p>Concerns arose due to Unilever's lack of knowledge and experience in the polythene sector.</p> Signup and view all the answers

How have Unilever's promotional campaigns contributed to its strategy?

<p>The promotional campaigns have built brand awareness and loyalty, essential for long-term growth.</p> Signup and view all the answers

Which brands are mentioned as part of Unilever's Household Cleaning Products division?

<p>The brands mentioned include Flash, Domestos, and Persil.</p> Signup and view all the answers

What was one example used to argue for Unilever's ability to create a new brand?

<p>The example of Bowater Scott successfully building a brand around toilet paper, specifically Andrex, was used.</p> Signup and view all the answers

What was the outcome of the initial market research regarding the new product concept?

<p>The market research results raised doubts about the new product concept fitting the company's brand-building strategy.</p> Signup and view all the answers

Why was there a discussion about diversifying into other areas?

<p>There was a belief that many companies have successfully diversified into new products and technologies.</p> Signup and view all the answers

What advantage did Unilever seek from developing international brands?

<p>Unilever sought added-value and long-term growth through its international brands.</p> Signup and view all the answers

What was the primary focus of the research team established by the R&D department?

<p>The primary focus was to explore technical possibilities related to different wastebasket liner options.</p> Signup and view all the answers

What primary concern did the women express regarding solid food waste management?

<p>The women highlighted concerns about odours from food sitting in kitchen wastebaskets until weekly refuse collection.</p> Signup and view all the answers

What factor contributed to the decision not to develop a new business?

<p>The uncertainty regarding the investment required for the new business contributed to the decision.</p> Signup and view all the answers

How did the women in high-rise tower blocks respond to the idea of kitchen wastebasket liners?

<p>They expressed frustrations similar to those in households, indicating a potential market for kitchen wastebasket liners.</p> Signup and view all the answers

What were some of the technical possibilities identified for wastebasket liners?

<p>The possibilities included different sizes, colors, textures, sealing methods, and incorporating fragrances.</p> Signup and view all the answers

How did the NPG view the competition in the wastebasket liner market?

<p>The NPG anticipated that competition would be fast and fierce once the market opportunity was discovered.</p> Signup and view all the answers

What innovative product idea was generated from the researchers' discussions with the consumers?

<p>The idea of kitchen wastebasket liners to manage food waste and odors was generated.</p> Signup and view all the answers

What realization did the NPG come to regarding the future of the wastebasket liner business?

<p>The NPG realized that pursuing the wastebasket liner business was likely coming to an end due to investment uncertainties.</p> Signup and view all the answers

What role did the consumer research group play in the product development process?

<p>The consumer research group presented findings that spurred interest among brand managers to explore new product possibilities.</p> Signup and view all the answers

What was the initial reaction of the Household Cleaning division to the new product idea?

<p>The initial discussions were positive and generated enormous excitement about the new business idea.</p> Signup and view all the answers

What market characteristics did the managers discuss regarding the potential new product?

<p>They discussed market size estimates, manufacturing costs, and expected profit margins for the new product.</p> Signup and view all the answers

Why did the managers believe there was a huge market potential for kitchen wastebasket liners?

<p>They recognized that virtually every household in the country faced similar food waste management issues.</p> Signup and view all the answers

What key factors influenced the decision to establish a new product group for the kitchen waste solution?

<p>The encouraging market research data and the positive feedback about consumer needs influenced this decision.</p> Signup and view all the answers

Flashcards

Unilever plc

A multinational company specializing in international brand management.

Strategic Planning

The process of setting long-term goals and developing strategies to achieve them.

Business Opportunity

A chance for a company to grow or expand its operations.

Corporate Strategy

The overall direction a company takes to achieve its goals.

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High-rise Housing

Buildings with multiple floors designed to accommodate large numbers of people in a small footprint.

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Population Explosion

A rapid increase in the number of people living in a particular area.

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Shortage of Housing

Not enough homes available to meet the needs of the population.

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Flawed Planning

Decision-making processes that lead to poor outcomes or unintended consequences.

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Unilever's Business Focus

Unilever primarily focuses on managing and selling commodity products in three main areas: food products, personal care products, and detergents.

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Unilever's Formation

Unilever was formed in 1930 through the merger of Lever Brothers (UK) and Unie (Netherlands).

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Lever Brothers' Expertise

Lever Brothers had a long history of manufacturing soap and soap powders.

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Unie's Expertise

Unie specialized in the production of margarine.

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Unilever's Growth

Unilever built its businesses upon the combined heritage of Lever Brothers and Unie, expanding beyond soap and margarine into a wider range of products.

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Consumer Research at Unilever

Unilever employed consumer researchers to gather information from housewives, uncovering latent consumer needs.

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Latent Consumer Need

A need that consumers aren't aware of or haven't expressed yet, but which can be turned into a business opportunity.

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Multi-Million Pound Business Opportunity

Unilever's research revealed a previously unrecognized need that turned into a lucrative business venture.

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Food Waste Problem

The issue of unwanted food remnants accumulating in households, leading to unpleasant odors and hygiene concerns.

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Kitchen Wastebasket Liners

Disposable bags designed to line kitchen wastebaskets, containing and preventing leaks from food waste.

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Consumer Research

Gathering and analyzing information about consumer needs, preferences, and behaviors.

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New Product Development

The process of creating and introducing new products or services to meet market demands.

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Market Size

The total potential customer base for a product or service.

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Manufacturing Costs

The expenses involved in producing a product, including raw materials, labor, and manufacturing overhead.

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Marketing Requirements

The strategies and tactics used to promote and sell a product or service to the target market.

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Expected Margins

The projected difference between the selling price of a product and its cost of production, representing the profit margin.

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Unilever's Approach

Unilever used a variety of methods to gather insights from consumers, including visiting them at their homes, inviting them to their research labs, and conducting discussions with diverse groups.

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High-Rise Housing Issue

The research uncovered a specific cleaning challenge faced by residents of high-rise buildings, related to food waste disposal and cleaning around toilets.

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Food Waste Disposal

The housewives in high-rise buildings disposed of uneaten food waste down the toilet, leading to a recurring cleaning issue.

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The Cleaning Chore

The primary cleaning chore identified was the need to clean food residue from around the base of the toilet.

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Plastic Bag Solution

Some households used plastic carrier bags inside their kitchen wastebaskets as a temporary workaround to avoid cleaning the bin.

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Oil Crisis Impact

The oil crisis of the early 1970s impacted the cost of plastic carrier bags, making the bag solution a luxury for many.

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Multiple Stores

Large grocery chains like Sainsbury, Tesco, and Co-op charged consumers for carrier bags.

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Cost of Bags

The price of carrier bags in 2002 was equivalent to approximately 22p.

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Technical Leadership

The ability to innovate and create new products or processes that are superior to competitors. It involves research, development, and expertise in specific fields.

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Market Potential

The size and growth potential of a market for a particular product or service.

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Competition

Businesses trying to attract the same customers by offering similar products or services.

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Investment Required

The amount of money needed to start and operate a new business, including costs for research, development, production, and marketing.

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Unilever's Brand Strategy

Unilever's core strategy is to build and develop international brands that generate long-term growth through added value.

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Brand Awareness and Loyalty

Unilever invests heavily to build brand awareness and loyalty through various marketing campaigns, ensuring long-term consumer preference.

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Diversification into New Markets

Unilever explored expanding into the manufacture of polythene, a new area for them, seeking new opportunities for growth.

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Building a Brand: Core Strategy

Even with potential new ventures like polythene, Unilever recognized that brand building remained central to their success.

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Product Concept Alignment

Unilever's new product concepts are evaluated to ensure alignment with their existing brand strategies and portfolio.

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Doubt about Brand Building

Some expressed doubts about Unilever's ability to build a brand around a new product like wastebasket liners.

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Building a Brand from Unexpected Products

The example of Andrex toilet paper, a seemingly ordinary product, successfully building a brand inspired confidence in Unilever.

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Unilever's Risk-Taking Approach

Unilever was willing to consider diversifying into new areas even if it involved unfamiliar technologies, showing their willingness to adapt and grow.

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Study Notes

Unilever Garbage Bags Case Study

  • Unilever, an Anglo-Dutch company, manages worldwide brands in food, personal care, and detergents.
  • The 1970s saw significant UK government investment in high-rise housing, generating concern about housing shortages.
  • Unilever research revealed a consumer need for convenient waste disposal in high-rise apartments.
  • Housewives in high-rise buildings, especially, expressed frustration with cleaning food residue around toilets.
  • Consumer research revealed dissatisfaction with cleaning food debris from around toilets and kitchen wastebaskets in high-rise apartments.
  • Plastic carrier bags were used as a solution to avoid cleaning inside kitchen wastebaskets.
  • The oil crisis in 1970 made using polyethylene expensive, making this a luxury for many.
  • Consumer research explored this issue and the need for a solution in high-rise homes.
  • Lack of convenience with cleaning up waste was identified as significant in high-rise homes.
  • Alternative wrapping solutions for solid waste were suggested as a potential solution.
  • Initial discussions focused on potential margins and profitability.
  • The production of polythene became a point of concern as it was an area Unilever lacked expertise in.
  • The ability of Unilever to build a brand around the product was questioned.
  • The meeting evaluated the market size estimation, manufacturing costs, technical input, and marketing requirements for the product.
  • Unilever subsequently rejected the new wastebasket liner product opportunity.

Corporate Strategy

  • Unilever's successful brand strategy focuses on consistent brand management and nurturing of brands.
  • The Household Cleaning Products division considered how the new product idea would fit with existing brands.
  • The company considered whether existing brands like Persil, Domestos, and PG Tips could be incorporated with the new product.
  • The new wastebasket liners idea did not meet their existing product strategy or corporate strategy.
  • The discussion moved to technical possibilities, such as different sizes, colours, and textures.
  • Discussion of potential competitors in the market.
  • Potential competitors were noted to be chemical and polythene manufacturers.

Evaluation of the Opportunity

  • Market research highlighted the need for waste disposal liners in high-rise buildings.
  • Concerns about market competition and manufacturing cost were discussed.
  • The inability to obtain a new technological edge in the production of polyethylene was a factor.
  • The initial research findings into the new product were encouraging.
  • The idea of developing a "business opportunity" failed to become a reality due to factors like cost, competition, and technology concerns.
  • Deciding not to pursue the new product idea was the final outcome of the meeting.

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Description

This quiz explores the housing shortage in the UK during the 1960s, examining government planning, public policy concerns, and the development of high-rise tower blocks. It also delves into Unilever's role during this period, including the case study of their garbage bag marketing strategies and the challenges faced in public policy.

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