Thảo luận nhóm TMU marketing analysis of unilever

Marketing Analysis of Unilever
Course: Marketing
Student: Nguyễn Phương Anh- 21K650005
Class: CN18-Krems
Date: 15/04/2022

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Table of Content
Executive Summary______________________________________________2
1. Vision:____________________________________________________3
3. Business plan:______________________________________________3
I.3. Business Plan of Unilever___________________________________3
4. Corporate Strategy_________________________________________4
I.4. Corporate Strategy of Unilever______________________________4
II. SWOT analysis____________________________________________4
III. PESTEL analysis of Unilever___________________________________5
IV. Marketing strategy____________________________________________6
IV.1. 3 Key Peelers of Marketing of Unilever______________________6
V. Unilever’s Marketing Segmentation______________________________6
V.1. The Marketing Segmentation of Unilever_____________________7
VI. Unilever’s Marketing Mix (4P+3P=7P)___________________________7
7P of Unilever________________________________________________7
4C of Unilever_______________________________________________8
VIII. The 5M’s of Advertisement___________________________________8
Conclusion_____________________________________________________9
References____________________________________________________11

Executive Summary
1

Through three tools: cost leverage with efficiency, marketing innovation, and
profitable volume growth, Unilever has ambitious plans for sustainable growth
and a strong sense of social purpose of contributing vitality to the lives of
people. Unilever's regional markets account for a large amount of its sales, and
the company is attempting to establish a stronger foothold in those countries
and double its business. Its strengths include a diverse brand portfolio, a strong
supply chain with short lead times and cheap costs, global brand recognition,
and great management and human resources. Its primary flaws include a lack
of direct contact with customers, poor sales development in emerging regions,
declining revenue, and a lack of presence in premium markets. The following
are some of the study's key findings about Unilever's significant threats: Local
and multinational companies are competing fiercely.
A more complex organizational structure and a more difficult business climate.
With these flaws and dangers, it also has some key possibilities to maintain and
expand its business using its strengths. These opportunities include: increasing
demand for healthy products, developing markets are likely to rise, and
increased demand for aging people products. Unilever owns around 400 brands
in nearly every country and area on the planet. Based on its features and value
propositions, each brand has its own market segmentation. To ensure TQM, it
considers all quality measures implemented at all levels and involves all firm
employees. Unilever is a well-known brand all around the world. Unilever's
brands have their own branding strategies, yet they all have the same logo,
design, ideology, and message.
Each of Unilever's 400 brands is represented by 25 icons in the logo. 2012 was
the year with the most marketing budgeting and spending. The total investment
in 2014 was $12.07 billion, with a 14.8 percent turnover. Because the majority
of Unilever's target customers are in the upper middle to lower middle income
bracket, most of their items are priced in the low to mid-range. Focus on ecommerce for Omni-channel efficiency, increase focus on digital marketing

and social media, create separate brands to enter the premium personal care
products Eco friendly product packaging, diversify its business to other
segments are some of the things that Unilever should do to become more
successful.

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I. Vision- Mission- Business Plan- Corporate Strategy
1. Vision:
Unilever has ambitious plans for sustainable growth and a strong social
commitment. According to Unilever’s vision is to:
“Double the size of the business, while reducing environmental footprint and
increasing positive social impact and determination to build a sustainable
business for the long term.
2. Mission:
Unilever’s mission is” To add vitality to life”. The legacy of Unilever - great
administration, item quality and long encounter of working with communities
offer assistance them to attain it. According to Unilever“Our vitality mission will focus our brands on meeting consumer needs arising
from the biggest issues around the world today– ageing populations,
urbanization, changing diets and lifestyles.”
3. Business plan:
The business plan of Unilever is to guarantee sustainable living for everybody
through its brands, individuals and operations. Unilever has 3 apparatuses for
achieving sustainable living. They are- cost leverage and efficiency, innovation
and marketing investment and volume development. Unilever wants to center
on R&D and innovation to create new and made strides items sponsored by
marketing to create indeed stronger brands which can drive the volume growth
of deals. Following is the business plan of Unilever.

I.3. Business Plan of Unilever

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4. Corporate Strategy
Unilever is attempting to make a more profound root in those markets. Through
its well-established dissemination organize in both the conventional and
modern retail outlets and with a great capacity to adjust successful worldwide
brand concepts to suit local markets, Unilever is in a great position to be able to
capitalize on the development forecast in these regions. The objective of
Unilever is to twofold the measure of its commerce with personal and domestic
care, nourishment and refreshment sector by superior deals through strong
brand inclination so that it can accomplish its sustainable living plan.

I.4. Corporate Strategy of Unilever

II. SWOT analysis
Strengths
1. Perceived worldwide brand by all
the consumers
2. Strong brand portfolio in several
segments
3. Strong supply chain to low lead time
and cost
4. Economies of scale diminishing cost
5. Huge speculation in R&D
6. Excellent administration and human
Resource
7. The Covid-19 dilemma is thwarted

by great diversity (2021)
Opportunities
1. Increasing require for healthy

Weaknesses
1. Less coordinate association with
customers
2. Difficulty in managing nearly 400
brands
3. Nonappearance within the premium
markets
4. Slow sales development in emerging
market
5. Fall in revenues Openings Threats
6. Natural-based products are
developing
7. Totally reliant on retailers.
Threats
1. Strong competition from
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products creating demand
2. Developing markets are
anticipated to grow
3. Personal Care portion may
gotten to be more customized
4. Item for maturing people may
see increment in demand
5. Investing in innovative

technology with financial
resources

neighborhood and MNCs
2. Competition in getting store
space increasing
3. Tougher Commerce Climate
4. Complex Organizational
Structure
5. Niche brands picking up favor
6. Industry consolidation

III. PESTEL analysis of Unilever
1.
2.
3.
4.
1.
2.
3.
4.
1.
2.
3.
4.

Political
Comply with any limitations
forced on usage of client
content

Publish a privacy policy in the
Unilever application.
Local governments impose a
new tax or tariff.
Political precariousness impact
business
Social
Demand rises as the population
grows
Improving one's health and
happiness
Consumer literacy in emerging
markets has an impact on
marketing campaigns
Changes in beauty and nutrition
perceptions
Environmental
Production of Unilever may
cause environmental damage
Climate alter may have
converse impact on tea
production
Polluted water may increment
request for Pureit
Failure to accomplish longterm objective

1.
2.
3.
4.

1.
2.
3.
4.

1.

2.
3.
4.

Economic
Economic
downturn
or
slowdown decreasing sales.
Inflation expanding COGS
Exchange rate variance causes
risk of low profitability
A higher interest rate on future
loans

Technological
Technological advancement
expanding sales
Change in innovation making
current innovation obsolete
Upgrade to modern innovation
requiring money

Improved cost effectiveness

Legal
Not permitting the select of
certain guarantees, confinement
of obligation for incidental
damage.
To the fullest extent
permissible under relevant
legislation
Tougher business rules
Trade Union causing
inefficiency

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IV. Marketing strategy
Unilever is the world's second largest advertiser, with two billion people in 180
markets. Collaborating on strategy creation with 7000 marketers and brand
partners throughout the world is a tremendous endeavor, let alone executing it.
For its marketing approach, Unilever uses three key peelers.

IV.1. 3 Key Peelers of Marketing of Unilever
People first: The first pillar is "Putting People First”. “Putting people at the
heart of everything Unilever does. " Unilever does not speak of shoppers or
customers; rather, they speak of genuine people with real lives, wants, and
goals.
Indispensable brands: Unilever's mission is to create brands that people can't
imagine not having. Unilever's brands have a distinct purpose and viewpoint.

Magical experiences: Harnessing emotion and sharing those magical brand
experiences across the entire buying route, across the entire customer journey.

V. Unilever’s Marketing Segmentation
Unilever has nearly 400 brands in numerous nations and districts of the world.
All the brands have distinctive advertise division based on their highlights and
esteem propositions. The advertise segmentation can be done by 4 areas1.Geographic
2.Demographic
3.Psychographic
4.Behavioral

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V.1. The Marketing Segmentation of Unilever

VI. Unilever’s Marketing Mix (4P+3P=7P)
Unilever's brands are segmented into distinct market segments depending on
their attributes and value propositions. The cost varies depending on the
product kind. Unilever makes extensive use of practically every promotional
instrument available to marketers. Unilever's products could be available in
over 190 countries. Unilever's brands all have their own branding strategies,
but they all have the same logo, design, ideology, and message. Its logo
contains 25 icons that reflect the value of each of Unilever's 400 brands.
Unilever employs about 165000 people worldwide and has a broad network of
retailers and distributors (Unilever, 2016). The majority of Unilever's products
are packaged in plastic bottles or packs. They are available in retail stores,
shopping malls, and online, among other places.

7P of Unilever

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The customers of Unilever can be split into several categories. Unilever's
clients come to 50 with a medium to high income. The food segment's age
group begins at five years old, and they seek tasty and healthful foods. The cost
of Unilever's products comprises costs such as manufacture, packaging,
marketing, and distribution, among other things (Kalsoom, 2013). Unilever
utilizes a variety of communication channels and continues to research and
investigate new channels through which to communicate with clients
(Choudhury, 2013). Customers of Unilever buy items from retail stores,
supermarkets, and online stores, among other places, and Unilever actively
competes for better store locations than competitors.
4C of Unilever

VIII. The 5M’s of Advertisement
Various methodologies, such as Digital Ad Ratings, Consumer Neuroscience,
Radio Airplay, and Online Streaming, can be used to assess the impact of
advertisements. Unilever uses a range of methods, intermediaries, and
platforms to market and promote its products. Print, radio, television, POSM,
retailers, and distributors are examples of conventional mediums, whereas
ecommerce, social media, and search engine marketing are examples of online
means.

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VIII.1. 5M's of Advertisement of Unilever

Unilever's attention is shifting away from traditional media and toward
emerging phenomena such as social media. As more individuals become
involved in social media, it gives a fantastic chance for firms to communicate
with their customers. Unilever's main goal is to build an Omni-channel
marketing strategy for the corporation, in which customers may interact with
the brand from wherever they want to buy.
Unilever sponsors a variety of events, including sports, cultural performances,
community service projects, and social awareness campaigns. They also
organize a variety of events. Various brands of Unilever are frequently linked to
sponsorship of specific events. Unilever frequently collaborates with other
businesses to promote an event. All of Unilever's sponsorship must align with
the company's long-term development strategy and values (Parvin, 2017).

Conclusion
Unilever has adopted this marketing strategy since purchasers in emerging
markets are primarily concerned with cost. It can offer local competitors the
advantage, unless a company can figure out a way to entice customers with
lower prices and better products. The company recognizes that productive
development must also be responsible for development. Unilever's successful
image improvement effort is supported by a substantial amount of showcasing
and promoting activities across most media channels. Even though there are
various open doors in unfamiliar economic sectors, the risk of hazard remains
the same. In the coming years, Unilever will work to expand its client base and
place a significant emphasis on change. They will soon capitalize on additional
product areas to broaden their client base, thanks to new inventories and
business partners. They strive to increase their R&D and customer expertise
over time by investigating new technologies and scientific breakthroughs to
improve their products, making them healthier, more user-friendly, and longer
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lasting in order to provide a fulfilling experience to current and potential
clients. To maintain a more successful brand incentive, the brand chiefs in the
promoting division must work together brilliantly.

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References
Aditya Shastri, S., 2022. Detailed Hindustan Unilever Marketing Strategy 2022 Case Study | IIDE. [online] IIDE. Available at: < />strategy/#The_5M_of_Unilevers_Advertisement> [Accessed 12 April 2022].
Haque, S., 2022. marketing analysis of Unilever. [online] Academia.edu.
Available
at:
< />[Accessed 12 April 2022].
Swot Analysis Template. 2022. SWOT Analysis of Unilever | Unilever
Strengths
&
Weaknesses
2021.
[online]
Available
at:
< [Accessed
12 April 2022].

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_The End_

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