Internet Marketing

MAKING FMCG BRANDS SIZZLE ONLINE

INTI University

By By: Kabiru Ahmed Shahir,

MD Rakib Hassan,

Dayang Najian Abg Ibrahim ,& Zain Ul Abideen

 INTI UNIVERSITY COLLEGE
Internet Marketing DIBMNI MAKING FMCG BRANDS SIZZLE ONLINE
By: Kabiru Ahmed Shahir, MD Rakib Hassan, Dayang Najian Abg Ibrahim , Zain Ul Abideen

Contents
Introduction.................................................................................................................................................2
Chapter1......................................................................................................................................................2
Chapter 2.....................................................................................................................................................4
Chapter 3.....................................................................................................................................................8
Communication Techniques of Magnum Ice Cream by Unilever Food...................................................8
 INTI UNIVERSITY COLLEGE
Internet Marketing DIBMNI MAKING FMCG BRANDS SIZZLE ONLINE
By: Kabiru Ahmed Shahir, MD Rakib Hassan, Dayang Najian Abg Ibrahim , Zain Ul Abideen

Introduction

Chapter1

Lynx says ‘spray more, get more ’

Unilever-owned male bodycare brand Lynx has been an enthusiastic adopter of digital. Their target
market is 16-25 years old men. That is why their advertisements are unique and different advertisements
which can attract the young customers . for example : Like they started their online lynx pulse campaign
to support a tv ad, which featured a ‘geeky guy’ dancing in a bar with the two attractive girls to the sound
track ‘make luv’, which was later released and reached number one in the uk charts. The online creative
used a series of dots to animate the dancer and featured the same music. The online creative was later
again ran as banner advertising and overlays, across the Europe which we can also say is the offline
promotional activity. The ad was so popular that it was advertised on a 30 second screensaver on the
microsite and was also advertised as viral email. The other advertising placements used were NME,
MTV, The sun, Kiss, Minsitry of sound, FHM and Student UK.

The reason for which the online campaign was actually launched was to raise the brand awareness, offer
brand interaction, promote trial and drive traffic to the pulse microsite. And yes the company was able to
attract the customers and over 1.4m unique online customers visited their website with the average
clickthrough rates on banners as high as 23%. The figure released by Dynamic logic, suggested that this
campaign rose the online advertising awareness by 326% among the customers. The campaign was also
appreciated by many customers and it was described as ‘clever campaign with strong creative’ by the
successful marketers. The judges ( marketers) also commented on the company’s high production quality,
and said that the site backed up well with what the brand is doing offline. So, before starting the
campaign, Lynx make it sure that what advertisement they were making should also match up with their
product directly and they were successful in this to. They were appreciated by most of their customers
and judges.

In 2005, in order to promote the campaign further, Lynx again created the microsite
www.lynxladspad.com with digital assests such as videos of the ads and screensavers. So, the site was
updated for this campaign again. Lynx usually keeps on updating their website for each campaign.
 INTI UNIVERSITY COLLEGE
Internet Marketing DIBMNI MAKING FMCG BRANDS SIZZLE ONLINE
By: Kabiru Ahmed Shahir, MD Rakib Hassan, Dayang Najian Abg Ibrahim , Zain Ul Abideen

Whereas, their associated microsite such as www.lynxgirlslive.com which was a spoof adult video
webcam game can still be used. The viral was seeded on viral and lads’ sites, including
www.contraband.co.uk, www.milikandcookies.com and various chatrooms.

PERSIL

Persil has used interactive communications to get closer to its audiences by creating an experience of
interacting with the brand.

Usually we common people are really not interested to visit the website of the products such as of
detergents, soaps. So, as persil is also a detergent company so they could also face such problems so that
is why they wanted to create a unique website which the customers will love. Their aim was to make
their website www.persil.com , a hub of information and to create their real identity online. Their target
market was the busy working mothers with children aged under 10, who have internet access both at
home and work. So, the website which they created focused on product information to two main sections :
time-in or product-related information and time-out which is about lifestyle and was divided into time for
mum such as relaxation, looking after skin and diet and time with the kids.

Persil ran a $20 million integrated campaign ‘get creative’ which was customer centric rather than
product centric. Six sites were used to place the ads, including MSN.co.uk, Yahoo!, UK & Ireland and
AOL UK. Apart from it, Persil also included press, direct mail, radio, online and PR for the campaign. So,
their challenge ‘big mummy’ saw 15,000 children submit drawings of their parents. To drive more
entries, persil also used exapandable banners and tangozebra’s overlayz– a dhtml format that allows
highly animated creative to float across the screen. So, in this way persil was able to attract people and
their clickthrough rate for the online ads was 8.33%.

Another feature which they used in their website to build relationship with the customers, was the
monthly e-newsletter, then known as ‘messing about’. In 2003, there were about 75,000 subscribers. The
e-mail also contains content from the publisher partners such as IPC’S family circle magazine and a
 INTI UNIVERSITY COLLEGE
Internet Marketing DIBMNI MAKING FMCG BRANDS SIZZLE ONLINE
By: Kabiru Ahmed Shahir, MD Rakib Hassan, Dayang Najian Abg Ibrahim , Zain Ul Abideen

‘make and do’ feature at the bottom. Actually, the persil created this feature because in this customers
don’t have to visit the website for the information.

Persil aim was also to provide the experience of persil to customers wherever they are so that is why they
made their partner websites such as www.tesco.com, www.ivillage.com, www.schoolsnet.com. A
branded ‘ messing about ’application was also set up on these partner sites where the users can also
register and know about the persil. Another application which was also hosted on the partner websites
was ‘stain solver application’, through where users can get advice on the removal of range of stains.

The other approach which persil used was the sampling- sub brands such as persil capsules, persil silk &
wool, persilaloe veraaloe vera have been used to gain trial and to explain more about the product. For
example, persil aloe advertised an ad asking 46,000 unanswered questions from people. And to get
answer for those questions, customers need to visit their website.

The final approach of persil was to connect with the online ‘directed information seekers’. For example,
people look for advice on search engines so persil did the search engine marketing.

Chapter 2

Q2. Explain how Unilever can use specific online communications tools to reach different target
audiences and achieve different objectives.

EMAIL :-

What is email :

Emails are used for personal or business communication. Each email has a subject, content, signature and
one or more recipients. When you click on Send, the email travels to the recipient(s) inbox(es) within a
matter of seconds. As bandwidth increases, attachments to emails are also increasing in size with or
without the use of compression.

In an Australian study (2008), 75% of those who stated that they used email indicated that they checked
their email at least once a day.
 INTI UNIVERSITY COLLEGE
Internet Marketing DIBMNI MAKING FMCG BRANDS SIZZLE ONLINE
By: Kabiru Ahmed Shahir, MD Rakib Hassan, Dayang Najian Abg Ibrahim , Zain Ul Abideen

Email is also used to create distribution lists, marketing and so on.

Why use email?

Email was the first universally available online communication tool. Everyone could have an email
address even if they did not have Internet at home. They are provided by many clients on the web (e.g.
Gmail), schools, employers and Internet service providers. With email you have your own inbox and
address book - a place where you can go to privately manage your correspondence with others.

One of the foremost reasons for businesses using email is the paper trail that is created. This trail can be
used to verify that communication has occured and provide evidence of:

• Quotes for products or services

• Instructions being provided

• Questions being asked and answers given

• Idea development

• Decision being made

Unilever can use email to send mail to everyone who has email account about their product . this is very
cheap method to market about the product . it will not cost much and it will target all kind of audience .
through this Unilever can build awareness of the particular product .

What is chat?

Chat is one of the original communication tools. It was the only tool that provided Internet users with
almost instant communication as it is a synchronous tool.
 INTI UNIVERSITY COLLEGE
Internet Marketing DIBMNI MAKING FMCG BRANDS SIZZLE ONLINE
By: Kabiru Ahmed Shahir, MD Rakib Hassan, Dayang Najian Abg Ibrahim , Zain Ul Abideen

Each person uses a computer keyboard to type their ideas and responses to one other person or a group.
They read the reply on their monitor. The speed of the reply is dependent on the Internet speed and also
on the speed of the typing.

The message at the top of the screen is the latest message written. Old messages move down the window
and eventually disappear.

Unilever can use chat option in their website to answer all their site visitor instantly . this will help to
attract more potential customer . Many potential customer may get diverted from the product because of
less information about the product . If there is chat facility in their website and find someone on the other
side to answer all their question , they will feel more secure about the product and will buy the product . it
will help in building good public relation . here number of audiences will be less but they all will be
potential audiences and this method will be more efficient than email .

What is video conferencing?

This is one of the newer communication tools. Its popularity has grown with increased speeds of the
Internet becoming available.

Each person in the video conference call has access to a video camera and microphone that can transmit
both moving images and sound across the internet. The NSW Department uses two methods of video
conference:

• a Polycom camera

• Adobe Connect and a webcam.

Particularly with the Polycom system in a one on one video conference, it can feel like being in the same
room.

Unilever can use video conference to market their product . a 30 second tv ad can’t provide all the
information about a product and buying newspaper space to inform about any product is very expansive.
Unilever
 INTI UNIVERSITY COLLEGE
Internet Marketing DIBMNI MAKING FMCG BRANDS SIZZLE ONLINE
By: Kabiru Ahmed Shahir, MD Rakib Hassan, Dayang Najian Abg Ibrahim , Zain Ul Abideen

Use video in their website so that thay can provide detail information about the product and show the
world in real time.

What is VoIP?

Voice over the Internet Protocol (VoIP) is one of the newest communication tools. It allows Internet users
to make telephone calls. Modems allow computers to use telephone lines to communicate data. VoIP
allows users to talk to others using the computer.

VoIP uses the network structure of the Internet and transmits voice. It is becoming more popular as it
provides low cost telephony.

Many company use telemarketing to promote their product but Unilever didn’t start practicing it yet. With
the popularity of the mobile phone this became more popular marketing tool. Unilever should practice
this telemarketing , as it focuses only a small audience
 INTI UNIVERSITY COLLEGE
Internet Marketing DIBMNI MAKING FMCG BRANDS SIZZLE ONLINE
By: Kabiru Ahmed Shahir, MD Rakib Hassan, Dayang Najian Abg Ibrahim , Zain Ul Abideen

Chapter 3

Communication Techniques of Magnum Ice Cream by Unilever Food.

Celebrate your pleasure with the tempting Magnum range – combining thick, cracking chocolate and
smooth delicious ice cream

What are Online Communication Techniques?

Online communication techniques are those methods or techniques companies use to get the attraction of
their consumer to either purchases advertise ,promote or sell their product and the awareness of the
products as well. “Today, of course, trying to work without Internet access is nearly unthinkable,
especially in an area like communications, where ease of distribution and cheap bandwidth made possible
by technology are revolutionizing the discipline”.(Web Source.com,1997-2010)

Unilever is one of the world's leading suppliers of fast-moving consumer goods. Here are some recent
highlights from our three global divisions - Foods, home care and personal care. (Unilever.co.UK
2010)No matter who you are, or where in the world you are, the chances are that our products are a
familiar part of your daily routine. Every day, around the world, people reach for Unilever products.
(Uniliever.my) Magnum is one of the world most famous ice cream brand from Unilever foods under the
big red hearts products Wall’s, As one of Unilever leading brands, Wall’s has always added vitality to
your life this is one of the methods in which Unilever use to grab the attention of their customers like
providing information about the products.

A powerful ad is one of the most important aspects of your success on the internet. The secret to a
successful ad is your HEADLINE. You only have a split second to grab your targets attention. Your
 INTI UNIVERSITY COLLEGE
Internet Marketing DIBMNI MAKING FMCG BRANDS SIZZLE ONLINE
By: Kabiru Ahmed Shahir, MD Rakib Hassan, Dayang Najian Abg Ibrahim , Zain Ul Abideen

potential customer will most likely scan the ads and only read one if it catches their attention. Write your
ads with passion, excitement, and benefits. Giving it that WOW!!! Factors

In this chapter we will explain how Unilever use the following online techniques to communicate to their
consumers, using the following steps

 Attention Grab your targets attention

 Interest Create curiosity
 Detail Provide details
 Action -Call for action

Attention
Attraction is very important because all you have is the first few seconds or minuets to make your
customers comeback, to that website we have identify the first technique magnum uses the attract their
customers via techniques like online interactive games , online health calculator ,they provide information
online about the healthy products nutrition facts about the products, as shown below
Healthy information about ice creams include
Nutrition Enhancement Programs

2005 saw us reducing fat across major Heart brand ice creams in Europe, including Carte d'Or, Solero
and kids' ranges. We're now looking at other brands, including those in Asia. Find out more about our
Nutrition Enhancement Programme.

Making our food healthier

Related sites

Less fat, more fruit

The new ingredient is called ‘ice structuring protein’. This protein allows us to make ice cream and ice
lollies which are lower in fat, sugar and calories and at the same time include more fruit. We can also
now make ice creams and ice lollies which better hold their shape and are less messy to eat. Combining
ISP with stabiliser technology allows us to make products that additionally don’t melt so easily – great
for small children and for hot countries.( Unilever .co.uk).
 INTI UNIVERSITY COLLEGE
Internet Marketing DIBMNI MAKING FMCG BRANDS SIZZLE ONLINE
By: Kabiru Ahmed Shahir, MD Rakib Hassan, Dayang Najian Abg Ibrahim , Zain Ul Abideen

Interest

Global: try our online games

Global: lick global warming
Ben & Jerry's global site

Our care lines around the world can help answer your queries.

The detail above is an example of the techniques Magnum use the information will help the consumer
know more about their products to attract their customers.

Details

To create curiosity the website give the some links to download information summary
downloads
Annual Report & Accounts 2009 - 3.5 MB Q4 2009
Results highlights - 66 KB Sustainable Development Overview 2009:
Creating a better future every day - 5 MB
Unilever Quarterly Dividends Background Information - 26 KB

This is because not most companies give their annual reports most which could help student to do their
research.

To keep their customers inters high they have join the social net working tools like facebook twiter and
my space page.
In these social website are details about their products

Action
 INTI UNIVERSITY COLLEGE
Internet Marketing DIBMNI MAKING FMCG BRANDS SIZZLE ONLINE
By: Kabiru Ahmed Shahir, MD Rakib Hassan, Dayang Najian Abg Ibrahim , Zain Ul Abideen

Magnum pleasure campaign

Magnum Ice Cream has launched a pleasure campaign, in all participating Spar stores nationwide from
now until 15 November 2009, offering one winner a week one of the six luxury Discover South Africa
holiday packages for two people valued at Rm20 000 (with a Rm3000 travel allowance).
Entrants into the draw will also qualify for the pleasure card promotion in which R1000 can be won every
day until 28 February 2010. Headerboards will communicate promotions in-store with the top 100 stores
having fridge talkers and leaflets will be made available at ice cream freezers.

This is an example on how they take action because the only way to take part is to apply on their website.
 INTI UNIVERSITY COLLEGE
Internet Marketing DIBMNI MAKING FMCG BRANDS SIZZLE ONLINE
By: Kabiru Ahmed Shahir, MD Rakib Hassan, Dayang Najian Abg Ibrahim , Zain Ul Abideen

Conclusions
To conclude on this case study we have lent the even if Unileve does not sell online products but it has a
way of using the marketing tool communication technics and methods to attract buyer and keep them that
is why today Unilever is the largest FMCG producer in the world and has the largest market share over
the internet.
 INTI UNIVERSITY COLLEGE
Internet Marketing DIBMNI MAKING FMCG BRANDS SIZZLE ONLINE
By: Kabiru Ahmed Shahir, MD Rakib Hassan, Dayang Najian Abg Ibrahim , Zain Ul Abideen

Referencing

Unilever,2010, Product innovations, http://www.unilever.co.uk/innovation/productinnovations/ [accessed

30/06/2010].

Unilever malaysia,2010,DID YOU KNOW?, http://www.unilever.com.my/brands/foodbrands/walls.aspx

[accessed 1/07/2010]

Bizcommunity,2010,pleasur Campaign, http://www.bizcommunity.com/Article/196/179/41081.html

[accessed 1/07/2010]