Data-Driven Marketing for Lyons: Unilever- Dunnhumby- Marketing Assignment Help

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Marketing Assignment Help:

Task: The Client Your client is Unilever, a key client for Dunnhumby and one of the largest FMCG suppliers to Tesco. Unilever are a trusted player in the tea market with the well-established Lyons tea brand. Lyons is the number 1 tea brand in volume in Ireland and Barry’s is the number 1 in value. The black tea market where Lyons sits is a slightly older shopper and this segment of black tea is in decline. While the FGH (fruit, green and herbal) sector is seeing strong growth in the Irish market it is still black tea that drives 90% of the market volume with Lyons being a core brand within the Unilever Irish portfolio. Unilever want to drive growth back into the black tea market by focusing on two different consumer groups; A) Older consumers (i.e. Empty nesters) B) Online consumers Focus on: Target Market The target Lyons shopper aged 45+. They tend to live in smaller households with most of their children having now left home. They are more brand loyal than their younger counterparts but as time goes on, they are open to trying Discounter brands, generally based on referrals from friends and family. Answer: 1) Utilize the Dunnhumby data to identify and understand the above described target market, present your findings to show the future of tea consumption within the above mentioned consumer groups. 2) Link the DH consumer profiles to the data presenting how “online” and “the older generation” are the two biggest growing segments for Unilever.