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English to Spanish: UNILEVER CANADA: REDEFINING THE AXE BRAND General field: Marketing Detailed field: Marketing / Market Research
Source text - English UNILEVER CANADÁ
Unilever Canadá operaba como subsidiaria de Unilever global, cuya cede central se encontraba en Londres, Inglaterra. En 2014, Unilever se posicionaba como la cuarta compañía de bienes de consumo empaquetados más grande del mundo, con ventas netas por más de €48 mil millones . La compañía dividía su cartera de productos en dos categorías: (1) alimentos y (2) hogar y cuidado personal.
En Canadá, Unilever había posicionado marcas líderes en prácticamente todas las categorías del negocio. Sus marcas más fuertes en alimentos incluían Becel, Ben & Jerry’s, Hellmann’s, y Lipton. En las categorías de cuidado personal, Dove, AXE, y Tresemmé generaban la mayor parte del crecimiento de Unilever Canadá. El éxito de estas marcas contribuía al 27,6 por ciento de cuota de Unilever en el mercado de cuidado personal, lo cual posicionaba a Unilever como la segunda mayor fabricante de productos de cuidado personal en Canadá (ver Anexo 1).
A pesar de que Unilever Canadá operaba con autonomía, los equipos de desarrollo de marca globales controlaban gran parte de la estrategia general de cada marca. En consecuencia, Jacobs y su equipo podían decidir sobre la manera en que AXE interactuaba con sus consumidores canadienses en términos de mensaje de marca y targeting, pero no podían realizar cambios drásticos a la proposición de valor central de AXE, que se centraba en la atracción.
Translation - Spanish Unilever Canada operated as a subsidiary of the global Unilever, which was headquartered in London, England. In 2014, Unilever was ranked the fourth-largest consumer packaged goods company in the world, generating more than €48 billion in net sales. The company divided its product portfolio into two categories: (1) foods and (2) home and personal care.
In Canada, Unilever had established leading brands in nearly every category of the business. Its strongest food brands included Becel, Ben & Jerry’s, Hellmann’s, and Lipton. In the personal care categories, Dove, AXE, and Tresemmé generated the highest growth for Unilever Canada. The success of these brands contributed to Unilever’s 27.6 per cent share of the personal care market, which positioned Unilever as the second largest personal care manufacturer in Canada (see Exhibit 1).
Although Unilever Canada operated autonomously, global brand-building teams controlled much of each brand’s overall strategy. As such, Jacobs and her team could decide how AXE interacted with Canadian consumers in terms of messaging and targeting, but could not make drastic changes to AXE’s core value proposition, which centred on attraction.
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