Chapter 4 CONSUMERS AND STAKEHOLDERS

Current Consumers’ Characteristics

Demographics

a) Age : 10-65 years old

b) Gender: Male and female

c) Education: Primary school, secondary school, high school, colleges and universities

d) Occupation: Students, part-timer, working men and women

e) Income range : Students ( Allowance : RM300 – RM600 )

                          Part-timer ( Salary: RM600 – RM1500)

                          Working men and women ( Salary: RM1800- RM5000)

f) Race and ethnicity: Muslims, Chinese, Indians and foreigners

g) Geographical location: Rural and urban area

Psychographics

a) Perception:

Consumers feel that Magnum is one of the high class ice cream as it has elegant look and feel which are different from others. Consumers enjoy the Magnum ice cream a lot and they seems to forget any stress or problems bothering them. The feel when bites through the cracking chocolate and delicious smooth ice cream give consumers full satisfaction of what they desired. Overall, consumers feel happy after eating Magnum ice cream as ice cream are proven to make someone happy.

b) Learning:

Consumers learn the product through TV advertisements, TV commercials, internet, friends and even from family.

c) Motivations and Needs

Consumer will look for other flavor and taste of the product. They would like to taste something which is new. Consumer also want to feel elegant and high class and this is why they choose Magnum ice cream because it gives them the feel of it. Everyone wants to be happy, therefore consumers will look for Magnum ice cream which can provide them full satisfaction and bring happiness to them.

d) Attitude and Personality

Consumers mostly are from those who love to enjoy their life. Some of them eat ice cream just to spend their free time. Consumers want to bring happiness not only just to themselves, as well as their family and friends. These type of consumers are mostly optimistic in their life.

e) Lifestyle

Consumers live a healthy lifestyle as Wall’s ice cream are proven to be healthy in nutrition for consumers. Consumers also live an active lifestyle where they like to look for something to satisfy their needs.

Stakeholders’ Charateristics

Primary stakeholders

Chairman and Managing Director: Mr Andre Rompis

Directors: Mr. Nik Mustapha Nik Mohamed

              Ms. Julie The

              Mr. Joseph Tan Soong Ted

              Mr. Kong Wai Wei

              Puan Jamiah bte Abdul Hamid

              Tan Sri Datuk Dr. Hadenan Bin A. Jalil

Employees:

Unilever are currently restructuring their organisation, developing employee skills and looking at their behaviours. These are all crucial activities in a tough economic climate. Unilever Malaysia has about 550 Malaysian employees working at the company.

Secondary stakeholders

Suppliers:

Unilever continue to access their suppliers against our Business Partner Code , working with peers to create a common approach to supplier assessment. Since the publication of the Business Partner Code in 2004, Unilever have completed the process of its communication to all of their current 'first-tier' suppliers of raw materials and packaging. Unilever have also conducted preliminary risk assessments followed by more in-depth assessments in order to identify where gaps in standards may lie.There are basically around up to 1,00,000 suppliers overall who supply raw materials for their production.

Consumers:

In order to gain consumers’ trust and loyalty, Unilever have to build trust through responsible practices and transparent communications. Unilever also have to ensure their products are safe, providing clear information on their use and any associated risks. Unilever also uses a combination of channels, including product labels, websites, carelines, consumer leaflets to communicate openly with consumers.