Reference no: EM133649413

If Unilever plans to undertake a survey with students at Western Sydney University's Campbelltown Campus, what type of a sampling strategy would you recommend? Why? (5 marks)

Make a 'sampling plan' for Unilever keeping in mind that the company wishes to undertake survey research across Greater Sydney? (5 marks

CASE STUDY-

Unilever is a British multinational consumer goods manufacturer which is headquartered in London, UK. It deals in several product lines including food & beverages, detergents, hygiene & personal care, and minerals & supplements. The company employs 148,000 people around the world. It owns over 400 brands in 190 countries. Household names such as Surf, Omo, Lipton, Knorr, Magnum, Dove, and Vaseline are all owned by Unilever.

Unilever has a history of over 100 years in Australia and New Zealand. Over 70% of the Unilever products sold in these countries are made locally. Like many other organisations, Unilever has set several goals which need to be achieved over a period. This is to ensure it demonstrates its responsibility to the society in which the company operates. One of these goals is to create a fairer, more socially inclusive world. Unilever aims to achieve this goal by ensuring that 5% of its workforce is made up of people with disabilities by 2025. Similarly, another goal for the multinational is to help put an end to 'throw-away' culture in Australia/NZ. This will be done by reducing the amount of virgin plastic in its packaging by 50% over the next three years. Unilever also plans to help its consumers transition towards healthier diets. As a result of this goal, it has decided that 95% of its packaged ice cream will contain no more than 250 kcal per serving.

Innovation is at the heart of Unilever's ambition to grow sustainably. The company is known as being a bold innovator. It invested over 800 million Euros in Research & Development in 2020 alone. It has eight key global R&D centres in six countries (US, UK, Netherlands, Italy, India, and China). As part of its innovation culture, Unilever's first online store "The Ice Cream Shop" has recently partnered with drone delivery company, Fkytrex. Buyers can place an order via an app and expect to receive their ice cream package (in their front/back yard) with a flight time of under 3 minutes. To prevent spillage-or melting-during delivery, Flytrex uses a wire-release system from its drones, carefully lowering items, such

as ice cream, rather than just dropping orders from the air. Flytrex packaging is designed to uphold the product's quality during flight and delivery. This service is currently being offered to consumers in North Carolina and Texas in the United States.

In 2017, Unilever brand Ben & Jerry's made the headlines by launching a range of cereal flavours (including Fruit Loot & Frozen Flakes) as an ice cream for breakfast. The company used Artificial Intelligence to reach this decision. It analysed publicly available information from multiple sources to see the content people post and reactions to it. Unilever found that there were around 50 songs that featured lyrics on "ice-cream and breakfast." The Insights Team at Unilever was able to employ and AI algorithm and sifted through tons of data. Metaphor analysis was undertaken on the unstructured, qualitative data retrieved from various platforms. It helped the team to understand how people process information and the type of unconscious needs which may exist. This insight came at a time when the company found businesses like Dunkin Donuts were already serving ice-cream for breakfast. It helped reveal an opportunity for Ben & Jerry's to create a sweet treat for consumers to enjoy first thing in the morning.