Questions and Topics We Can Help You To Answer:
Paper Instructions:

CASE : “Unilever’s Knorr: Ways toward a Sustainable Future” p 107. (Kotler, 17e)
After reading the case, and making explicit use of the analytical frameworks provided by the “introduction do marketing” module
1. Please provide a general assessment of the macro trends shaping the fast moving consumer goods sector in Europe, paying special attention to Sustainability and Corporate Social Responsibility. Please consider in your assessment only the B2C markets. Make sure to reference adequately any source you are using for your report.
Moreover, referring to Unilever and its brand Knorr, please analyse:
2. What microenvironmental factors have affected Unilever decision to create “Knorr Partnership for Sustainability” initiative in 2010?
3. What customer target groups is it aimed at? Please describe them by demographic, psychographic and behavioural factors.
4. Critically assess Knorr’s current communication campaign and its appeal to a broad international food consumption market. Should we assume that last mile food production and distribution initiatives (fruits and vegetables going from local farmers straight to the consumers' homes without passing through the middlemen) are common the world over? Or is this type of Knorr campaign effective simply based on the idea of "sustainability" irrespective of whether such last mile initiatives are effectively taking place locally, wherever Knorr consumers reside?


1. The report should display a coherent structure: title page should include student name, module name, lecturer name, date and school name followed by contents page, introduction, body, conclusions, , referencing and appendices.
2. The report should be prepared as a neatly typed Word document (Times New Roman 12 points), with double spacing and page numbering.

4. Tables or work/data taken from other sources may be included in an appendix.
5. All sources must be referenced in the text and a full bibliography must be provided
(including visited websites) in the Harvard style referencing system. Paraphrasing or direct quotes taken from other sources must be clearly indicated with citations. No footnoting!
6. Students are reminded that depth, relevance and variety are the crucial elements of quality research. (Wikipedia is not considered to be a relevant source of information; any students referencing Wikipedia will be deducted marks! Alternatively if you find information on Wikipedia use the original sources listed at the bottom of the article)
7. Students are reminded to use valid and peer-reviewed references to support their work. Websites should only be used if they represent an established source and only for facts and figures. Students should make the most of academic and practitioner books and articles.

9. All work must conform to University regulations on Cheating, Collusion and Plagiarism’ as described in your program handbook. You are advised to use the Harvard referencing style and avoid plagiarism.