Building An Insights Engines : How Unilever Got Essay
Building an Insights Engine: How Unilever Got to know its Customer
The need to attract more customers and to retain the already existing ones by a company is not only about production and distribution. The old firms always face the challenge of competition from the new and small firms that keep on growing. Market research has to be shifted from production and distribution oriented to customer centrality. Findings from the research market are only profitable to a company when it is converted to knowledge and finally to actions. As a costumer-centric, there is need to consider the changes in attitude, motivations and needs of the consumers in the market. A company that will focus more on the customer is likely to be a winner and achieve beyond the projected goals in the market.
From the findings of Insights 2020, a global study of about 100,000 business practitioners across the globe, a new concept of Insights Engine was realized. It was used by Unilever to gain expansion of her markets through consumer centrality. Unilever found out that most of her consumers were looking for products and brands fitting their cultures and lifestyle. The consumer centrality was the best remedy to meet consumers’ tastes and to compete with the new local firms in the market. To overcome every challenge in the market, Unilever had a specific and most effective…