Unilever

INTRODUCTION

What we have here is a press article extract from a British famous newspaper: The Sunday Times. It was published on the 30 October 2005 and reports on a new breed for this marketing: the single person. Indeed firms take an interest increasingly of the single person who is supposed to be a future marketing

In a first part we will present the situation in the UK nowadays. Secondly we will describe the singles consuming habits. And finally we will focused on the adaptation to this new niche by the companies

PART 1 : SITUATION IN THE UK

Currently most of the household are family. Traditional family is composed by 2 children (average), a mother and a father. But this trend is going to reverse. If we focused on UK we can see that there is a huge increase in single person households and this trend is not going to reverse. Furthermore firms try to tap on this new market (e.g.: Unilever). Notwithstanding family buy for more members, they spend less gold than single-person. Besides inequality in British are increased.

All the same bachelor doesn’t buy all items more than a family. Thus we are going to analyze the singles’ consuming habits

PART 2: SINGLES’ CONSUMING HABITS

Single man is a new market for a lot of firms but they have to well fitted their products. By the way bachelor go through mostly alcohol, tobacco, recreational drugs, gas and electricity. However they don’t spend attention on promotion or discount. In addition Single people don’t buy “state of the art machine” and prefer DIY. As a matter of fact bachelor, prefer DIY because they live in smaller house than a couple

PART 3: ADAPTATION TO THIS NEW NICHE

As we saw in this text, single person population is going to growing up for the future year. More than a third of the UK population would live alone. Firms are forced to adapt to fit his new market. Much of the time companies try to appeal this potential buyers by satisfied her own willing. In addition they try to make new packaging adapt for bachelor. Companies are forced to tap in this new market to rise more gold. Indeed single person is going to be the future consumers.

CONCLUSION

To put in a nutshell, we can see that this press article highlights a burning issues of the future. Indeed to get more profit firms will decrease a lot the production destinated to the couple. In other words firms want to focused on single person consumption.

Thereby we can ask questions about the form of the consumption in the future. Is some products going to be removed in some years? do this new trends affect a lot hypermarket?

...