GROUP ASSIGNMENT MKT304 TOPIC implementing of a promotional campaign for unilever

Like other fast-growing consumer goods companies, Unilever Vietnam's marketing strategyhas two main areas in its marketing strategy system: "Above-the-Line" and "Below the-Line”.new prod

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Table of contents

Contents

a) Unilever’s established history.

b) Unilever’s passion.

c) Version.

d) Unilever's development strategy.

e) Unilever’s product.

f) Unilever full year results 2021.

39 39

I Introducing Unilever company.

a) Unilever’s established history

Unilever was established in the 1890s It is a British multinational firm that manufacturesconsumer goods such as cosmetics, cleaning chemicals, toothpaste, sham-poo, etc The

company is rated sixth in Europe in terms of valuation With products marketed in over 190

countries, Unilever is one of the world's oldest global enterprises

b) Unilever’s passion

At the time of the company's founding, the founders of that time set out Unilever's mission as

"To add vitality to life." The meaning of this mission is that Unilever wants to bring a better life

to people through my product Until now, that mission has become increasingly evident ineach of Unilever's products when all products of this group are aimed at the same purpose,

which is to bring health, beauty and comfort to children Proof of this is that Unilever's famous

brands are very diverse from washing powder, shampoo, toothpaste to tea such as Omo,Dove, Close-up, Lipton Unilever’s

c) Version

Unilever's vision will vary from country to country but it is built on the common Unilever

global vision Regarding Unilever's global vision, it is to make sustainable living popular, ormore specifically, to develop in parallel between business and social activities on reducing

harm to the environment Unilever believes that doing useful things will help businessesbecome better and a business that thrives in the future must be a business capable of servingsociety This also explains the formation of the Sustainable Development Plan that Unileverimplemented 10 years ago, in which Unilever tries to separate the development of the

business from the impact on the environment, and at the same time positive influence onsociety

d) Unilever's development strategy

Like other fast-growing consumer goods companies, Unilever Vietnam's marketing strategyhas two main areas in its marketing strategy system: "Above-the-Line" and "Below the-Line”.new products, product manuals, etc It is thanks to the timely, appropriate and timely directadvertising campaign that Unilever Vietnam has made great strides in unilever's target market

type of distribution channel used and unilever's target customers Specifically, these are

common forms such as discounts, coupons, bundled gifts in many forms, exchange of oneproduct shell to receive another product, free trial samples for customers, lottery promotions

or rake in valuable gifts, sponsor contests and TV shows, etc Such activities have built the

image of Unilever's brand image among consumers

Along with diversifying production and business activities, Unilever always attachesimportance to human resource development as a qualitative breakthrough for long-term

sustainable development, even when society enters the "knowledge economy" knowledge” or

“Bioeconomy” In order to “understand the consumer thoroughly” and to develop the “root

system” to help the company penetrate deeply into the market, Unilever has built aprofessional team of local employees and regularly focuses on staff training programs

Unilever's point of view is "Development through people", so the company always cares aboutthe interests of employees and is ready to support them in all areas of work Currently, the

management team has replaced key positions previously held by foreign experts

e) Unilever’s product

Unilever's products include cosmetics and personal care, food and refreshment, and

homecare Lifebuoy brand hand soap, hand sanitizer, and shower gel are among the products

we chose from Unilever's product catalog Lifebuoy is one of the Unilever group's oldest

brands, a truly "global" brand long before the term "global brand" was born In 1894, Lifebuoy

Royal Disinfectant Soap was introduced as a product that could be easily purchased to improve

everyone's hygiene circumstances Throughout Lifebuoy's 110-year existence, the companyhas always prioritized consumer health protection through hygiene When your health is at

risk, Lifebuoy has always honored its basic promise of preserving your health and is committed

to supporting consumers' lives as an assurance Hand soap and hand sanitizer are essentialitems for keeping hands clean during the covid 19 pandemic The world's leading germicidalbrand Lifebuoy has created a hand sanitizer solution to satisfy the needs of washing hands atall times and thoroughly preserving users' health, especially in the absence of soap and cleanwater Furthermore, the new Lifebuoy shower gel with silver ion formula +, which containssilver ions, thymol, and terpineol, three of nature's most potent antibacterial compounds, not

only protects you from disease-causing germs, but also keeps your skin healthy

f) Unilever full year results 2021

The Group generated €52.4 billion in revenue, €8.7 billion in operating profit, €6.6 billion in

net profit, and €6.4 billion in free cash flow The turnover rate increased by 3.4 percent.Underlying sales increased by 4.5 percent, with a net positive impact of 1.3 percent from

acquisitions and dispositions and a negative currency impact of 2.4 percent due to currency

weakness in important areas such as the United States, Turkey, Brazil, and India Their

competitive growth was achieved by focusing on our strategic choices Our thirteen €1 billion

brands increased by 6.4% Three of our main growth markets, the United States, India, andChina, rose at 3.7 percent, 13.4 percent, and 14.3 percent, respectively In eCommerce(a), our

underlying sales growth was 44 percent The considerable increase in input costs was the key

challenge for 2021.We responded with pricing actions, resulting in 2.9 percent underlying pricegrowth The operating environment was still being impacted by Covid-19, with additionalversions causing limits in some of our important countries, affecting customer and channeldynamics

Acquisition and disposal activities contributed 1.3 percent to overall turnover Paula's Choiceand Onnit were among our 2021 purchases, helping to reshape our portfolio into the high-growth areas of prestige beauty and functional nutrition, respectively We agreed to sell our

worldwide tea business, ekaterra, to CVC Capital Partners Fund VIII for €4.5 billion on a cash-free,debt-free basis on November 18, 2021 Note 21 on pages 161 to 163 has more information on

acquisitions and dispositions Underlying sales in emerging markets increased by 6.7 percent, led

by India and China Latin America rose by double digits, led by price increases Throughout the

year, South East Asia suffered from severe Covid-19 restrictions The €8.7 billion operating profitcomprised €0.9 billion in non-underlying charges, notably restructuring and acquisition anddisposal expenditures Supply chain optimization programs to boost gross margin and network

agility, as well as organizational reform projects to decrease overheads, total €0.6 billion in

restructuring expenditures The underlying operating profit increased by 2.9 percent to €9.6 billion.This included a 4.3 percent negative currency impact The underlying operating

margin shrank by 10 basis points The gross margin shrank by 120 basis points due to globalraw material, packaging, and distribution cost escalation Overheads and brand and marketinginvestment each contributed 90 basis points to the underlying operating margin When currencyimpact is removed, the underlying operating margin improves We delivered in accordance withour multi-year financial plan

II Marketing strategy.

a) Unilever’s segmentation

All actions and programs designed and implemented by FMCG 1 marketers to provide value toFMCG consumers and win their loyalty are related to one or more of the components The

marketing mix in the FMCG industry can be defined as a mixture of the product, pricing,

distribution network, and promotional methods (Alhawsawi, 2016) Markets can be segmented

on the basis of demographic characteristics, psychographic characteristics, behavioralcharacteristics, income characteristics, and geographic characteristics (Wilson, 2009).Unilever'scustomers can be segmented into different categories in terms of demographic, behavior,geography, psychographics, and what Unilever can offer them Unilever's customers are of allages

1 Fast-moving consumer goods.

The individual and family segments have a 15-50 age group and a middle to high-income level.

Unilever's target segment is health and beauty-conscious people Most of Unilever's products

Unilever employs market segmentation to combat its competitors Unilever sells its products in

over 190 countries throughout the world as a global enterprise People in these countries have

varying levels of purchasing power and tastes Market segmentation allows Unilever to address

all of their needs Consumers in emerging markets, for example, are more concerned with the

product's pricing (Nisen, 2013) Unilever reacts by putting in place a strategy to ensure that their

products are affordable in these nations, providing them a competitive advantage (Mittal, 2013)

Unilever divides its market in a variety of ways For example, it introduced male toothpaste

(Perreau, 2015), while goods like Dove with a floral aroma are aimed towards women

(Clements, 2013) Furthermore, Unilever makes its products appealing to local communities by

including a local touch that appeals to local people's interests Unilever has been able to

determine whether a product is appropriate for a specific group, age, gender, or ethnicity by

carefully considering each customer's wants and preferences (Unilever)

b) Positioning

Unilever is a long-standing brand with home care product lines such as Omo, domestic; or

personal care like Dove, Sunsilk, and also food Talking about Unilever's popularity, this is a

brand that appears in almost every home, a friend of local people Just as Unilever has shared its

mission: “To add vitality to life” ( according to Unilever ) as the focus in brand positioning,

they continue to research and launch products for home and personal care and especially

personal care The goal that they always aim for is the day-to-day needs of the environment that

anticipates their needs and fulfills their aspirations, typically the product of dry hand sanitizer,

when the epidemic occurs and becomes complicated The need for antibacterial hygienebecomes a problem leading topic Understanding that problem, Unilever focuses on developingand producing water and dry hand sanitizer products to meet the needs of users and once againposition its brand Unilever is a big brand and is segmented into many countries depending on

each country Unilever has different visions For example, when segmenting in the Vietnammarket, Unilever's vision is to "make Vietnamese people's lives better" but in general, in terms

of global vision, they focus on "making sustainable living popular" or developing businesses in

parallel with social activities to reduce harm to the environment

Every business, when doing business, cannot avoid competition from other competitors.Unilever is also the same, the competitor that is considered the most worrisome for Unilever isP&G Both are famous brands in the field of fast-moving consumer goods, so it can be said that

these are the two brands that appear most in every household today Back to water and dry hand

sanitizer products, as mentioned, although Unilever has grasped the demand and launched dryhand sanitizer and gel products, it still cannot avoid competition with other brands such as P&G

or Green gross hand sanitizer products in the Vietnam market To position its brand in the

market of water and dry hand sanitizer gel, Unilever has not forgotten to stick to the usage

criteria and the psychology of users such as not only cleaning and disinfecting hands to protect

the health of users but also moisturizing to keep hands soft and smooth does not dry the skinand has a pleasant scent derived from nature Unilever has gradually become the number one

brand in taking care of people's lives Not only that, they have gradually positioned their brandthrough campaigns, visions, and goals Currently, when it comes to Unilever, no one does notknow that this is a brand specializing in taking care of users' daily lives and being a companion

in customers' lives

One major issue that Unilever confronts is that its products can be replaced with considerablycheaper local alternatives As a result, Unilever has had to spend a lot of money on advertisingand promotions to keep its brands relevant to its customer base Understanding the nature ofone's competition and using that knowledge to improve one's offerings following the targetmarket is key to effective positioning As a result, Unilever spends a lot of money on campaignsand advertising, and they always pay attention to what their customers want Competitivepositioning ensures that your items are distinct in such a way that consumers will value them(Moderandi Inc., 2013) Unilever has been successful in promoting its brand and gainingdevoted customers who believe in its quality Pricing, quality, service, packaging, anddistribution are all major criteria of positioning that Unilever has met

c) Marketing mix 4Ps

Product.

The Unilever Group has a variety of different products in the Vietnamese market and always

focuses on improving the quality of its products At the same time, it expands and promotes its

products in the Vietnamese market Rands of all kinds of products are famous, attract customers,and are first considered when Vietnamese buy personal care and family care consumer goods

Some outstanding Unilever products such as:

● Food products for processing and consumption: Wall's Ice Cream, Knorr, Lipton.+

Hygiene and personal care products: Vaseline, Sunsilk, Lifebuoy, P/s, etc

● Line of detergents for clothes and household items: Omo, Comfort, Sunlight, etc.

In terms of product quality, Unilever has applied international product standards but adapted tothe needs of the Vietnamese Unilever has been buying well-known brands like Viso washing

powder and P/S toothpaste from its partners in Vietnam for many years, then the companyimproved its packaging and marketing formula to increase consumption of these brands.Furthermore, the company understands the needs of Vietnamese consumers and that its productsmust be "Vietnamese"

In particular, the company also focuses on anti-counterfeiting to protect consumer interests,intellectual property, and brand reputation The company's products now have an additional

"REAL GUARANTEED TEMPERATURE" or "AUTHENTICITY GUARANTEED FAKE LOGO" to help customers identify genuine fake products

Aware that 80% of Vietnamese consumers have relatively low incomes, Unilever Vietnam has

developed a pricing strategy that reduces production costs and provides consumers withreasonable prices The company has relied on small businesses to source materials locally rather

than importing them That helps the company reduce production costs and pay fewer tariffs

Since its inception, the company has implemented a flexible pricing policy according to marketfluctuations, in line with competitors The pricing strategy and in the direction of fallingprices.Example: To compete in supplying laundry detergent to the market before PandGreduced the price of Tide laundry detergent products by 20% From VND 14,500 for a 1.5kgpacket to VND 11,000, Unilever Vietnam immediately reduced the price of 1/2 kg of itswashing powder from VND7,500 to VND 5,500

Prices are subject to change based on market conditions Unilever has a wide range of productsfor all cost segments, from low prices to high prices They have created a prestigiousdepartment that sells high-quality personal care products In addition, the company alsodistributes the production and packaging of satellites in the North, Central, and South regions toreduce transportation and storage costs Unilever has also implemented a financial supportpolicy to help local businesses modernize production facilities, transfer technology and organizeproduction training programs

According to MBA SKOOL (2021), Unilever's global activities demonstrate the company'sextensive consumer product footprint The venues or locations where the company transactswith clients or target consumers are identified as part of the marketing mix Unilever's productsare distributed through the following channels:

company offers a limited variety of products through these kiosks Several of Unilever'sproducts, notably those created by its subsidiary Ben & Jerry's, are also available in stores Thispart of the marketing mix is aligned with Unilever's general strategy and product developmentintensive growth goal

According to DBAV (2021) Unilever - is a company with more than 350 major distributors inVietnam and over 300,000 retail stores nationwide, a name that is no longer too unfamiliar toVietnamese consumers At the retail points, the company will provide the display cabinets everyyear to partly promote the brand but also make the most of the space The warehouses will be

located in different locations In an important strategic position, then the agents will transportthe goods to the warehouses and finally to the retailers Not only that, but Unilever also supportsthe distributors with a loan to buy services for travel, management training, and salesorganization, which are also the reasons for the success of Unilever's distribution marketing

strategy

Given the fierce rivalry in the global consumer goods market, Unilever must sell its products

aggressively The company's strategy and strategies for advertising its products to targetcustomers are detailed in this section of the marketing mix The following promotionalmethods are used by Unilever, in order of importance: purpose

Unilever's products are mostly promoted through advertising Many of the company's brands

have television and web commercials The company also uses sales promotions like discountsand product bundles on occasion Lifebuoy soap bars, for example, are occasionally sold inthree-packs at a reduced price The Unilever Foundation's initiatives improve business imageand brand strength in terms of public relations Personal selling is also used in partnership withmerchants to run kiosks for special occasions or promotional events In Unilever's marketing

mix, direct marketing is the least important promotional approach This strategy entailsworking directly with clients to market appropriate products Unilever heavily relies onadvertising as the primary component that drives consumer perceptions of the company'sconsumer goods

1 Unilever business market

According to the economic time (Sagar Malviya,2021), Unilever's global chief executive AlanJope remarked that while the Indian business is recovering from the pandemic, mobility and

consumer sentiment remain poor "We are emerging stronger from the pandemic with over75% of the business winning market share and household penetration continuing to grow well.Mobility and consumer sentiments remain below 2019 levels but are strongly positioned togrow as the Indian economy continues to recover, "Alan Jope(2019) After the United States,

India is Unilever's second-largest market, accounting for roughly 9% of global sales According

to the firm, the United States, India, and China account for roughly 35% of its revenue and arepredicted to contribute to 60% of global economic growth by 2030 Unilever plc, located in

London, and Unilever NV, headquartered in Rotterdam, are both publicly traded companies.The two businesses are run as one and have the same board of directors It has facilities in the

United Kingdom (two), the Netherlands, China, India, and the United States for research anddevelopment.

Like in the market in other countries Unilever is also facing a huge challenge in how to

compete successfully with this company With the entry into the Vietnamese market earlierthan P&G, it means a deeper understanding of the Vietnamese market and a deeper business

environment With the advantage of the first mover, the company believes that it will win thebattle with P&G Another point that makes the company confident that it will win the battle

with P&G in the Vietnamese market is that P&G pursues a strategy of serving higher-income

market segments, while as the company has analyzed is that this market segment in Vietnam isnot much and the company pursues the strategy of serving the vast majority of consumers insociety, which is something that P&G does not realize in the Vietnamese market In addition to

P&G, the company also has to deal with many competitors

needs of people all around the world and to help them enjoy life through good products They

have also succeeded to tap into the healthy market with their high-quality, healthy products

Unilever thus has a broad market that includes everybody with spending power (Nisen, 2013)

In recent years, when Vietnam joined the WTO, the competition between Vietnamese

goods and foreign goods took place very fiercely, especially products originating from national

companies today present and dominating the Vietnamese market Unilever Vietnam is also

one of the big "giants" in the consumer goods market, annually providing a large amount ofessential goods for daily life of Vietnamese consumers such as: omo washing powder,

toothpaste,P/S, lifebuoy, etc This is not only a threat to domestic manufacturers but also an

example for domestic enterprises to learn from the marketing experience of famousenterprises like Unilever Here are the channel that unilever uses to advertise their products

a) Television

Since TV appeared in Vietnam, TV advertising quickly occupied a unique position, becomingthe preferred type of advertising to this day Over time, advertising has been developed intomany different types with different prices, giving businesses more options TV advertising is

commercial images, banners, movies, TVCs, and commercials Promote products and brands

shown on TV When shown on television, ads can quickly reach all audiences who are watching

TV channels at the same time Advertising content is very diverse, can be business information,

products, services, production processes or related stories Currently, this type is not only

popular in Vietnam, but many developed countries such as the US, UK and China still apply it

For potential customers that Unilever targets, TV advertising is a very important thing

important According to the Q&Me website, they conducted a survey and said that 50% of

respondents spend more than 1 hour a day watching TV, mainly the elderly group watch more

TV than the younger group Only 33% of people watch TV likes to watch commercials on TV

However, up to 44% of people agree that TV advertising is a good source of information to

refer to 64% of respondents have talked about advertising in the past 3 months and 52% of

people found out more information about advertising on websites/internet Older people and

people who watch a lot of TV (more than 1 hour per day) prefer watching TVC People who

don't like watching ads still talk about ads, which shows the strong influence of TVC

❖ The advantages that advertising on TV:

● REACHING MANY POTENTIAL CUSTOMERS: The TV audience is very accessible becauseeveryone has a need to watch entertainment movies every day If the program is for children, you are notonly reaching children, but also parents and grandparents who see the ad This is very beneficial toinfluence their purchasing decision

● HELP TRANSFER MESSAGES EFFICIENTLY, FAST: Try to imagine at the same timehundreds of thousands of other people are watching your ad (especially during peak seasons like WorldCup, Tet, etc., the number will be even more again) Then, a large

number of audiences are hearing about your message as soon as the ad pops up This

will be faster and more effective than distributing leaflets, catalogs, etc

● APPEAR WHEN THE AUDIENCE IS MOST CONNECTED: The purpose of advertising thatalways appears after an attractive TV program is to attract the attention of the audience When they arenervously watching the plot of the movie, your ad appears Unknowingly or not, they will notice your adand will remember a few basic information

● REPETITION MAKES IT EASY FOR THE AUDIENCE TO REMEMBER: As a rule, the morepictures and information are repeated, the easier it will be for people to remember When you broadcastads in multiple time frames a day, the audience will remember the brand longer

❖ The most common forms of advertising on TV are:

● POP-UP ADVERTISING: This type of advertising is displayed in the form of a small window thatparallels the TV program Viewers can watch the program while watching the ad below Therefore, theyare not interrupted, do not feel uncomfortable when watching ads

● ADVERTISING TVC: This is a form of advertising film with attractive images, vivid sound, andcatchy ears Each promotional video has a very short duration, only 15-30 seconds The longer theduration, the higher the cost In order for TVC to be most effective, businesses often buy repeat screeningpackages in many time frames

● SPONSORING TV PROGRAMS: In programs, game

shows, sponsors are needed to organize the program If the business sponsors, the

business will be able to introduce themselves or run ads and display the logo when the

program takes place

b) Social media

Social networking is one of the important sales and brand development channels for many

businesses and sellers, not only in traditional business but also in online business However,

building and developing a brand on social networks is not an easy thing Sometimes, the best

way to find inspiration is to learn from the online marketing strategies of big brands These

brands, through sharing information or quickly grasping user trends by research, all have

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something in common in their strategies It is a strategic choice that aligns with customers,

values, and brand image

Unilever uses attractive and eye-catching images in all social media updates This creates aviral effect in the online community every time Unilever posts their information and products

With each campaign preparing to launch, a series of media images will be released, from coverphotos, avatars, articles of various sizes Unilever will focus on providing valuable contentthrough posts and through customer service Therefore, we will respond to customers'contributions and feedback in a friendly and warm manner to receive favors from customers

Taking advantage of social media (social network) is also an effective Marketing strategy of

Unilever to attract customers and advertise its products Contests will be created for youngpeople to tell their stories and show off express their creative thinking directly on the

packaging of products that are already familiar to every household such as OMO laundry

detergent, P/S toothpaste, Unilever's Lifebuoy shower gel bottle Participants can then share

their designs on social media to spread the message more widely Especially, with each

like/share for the designs, Unilever will contribute to the funds of Vietnam By attracting youngpeople to participate in the contest as well as taking advantage of the social networking

platform, Unilever's campaign has further strengthened its brand awareness to attractcustomers, while also being associated with life everyday life of Vietnamese people, while

helping to spread humane and positive life values

IV SWOT

a) Strength

One of the largest global brands Unilever is present in more than 190 countries and it would

be impossible to find a single consumer who is not using the brand's products According to

the financial report for 2020, Unilever is proud to be one of the largest companies globally

with strengths in expertise and production capacity in the field of consumer goods Unilever is

the only company with an incredibly diverse portfolio of brands and products The top 13brands accounted for more than 1 billion euros in revenue as of 2016 More than half of

Unilever's growth came from brands such as Dove, Lifebuoy brands that have a strong impact

on the environment and society festival

Unilever is one of the brands that bring many deep impressions to users At Unilever,

consumers can find all the products to suit their needs It is the satisfaction in terms of quality

as well as product variety that makes Unilever always the first choice of consumers Unilever is

also in an extremely strong financial position to invest heavily in research and development

(R&D) of new products Unilever always strives to research and come up with innovative

products, in line with the changing requirements of customers, helping this brand become one

of the most loved companies by consumers worldwide As a retailer of consumer goods,Unilever is able to develop its distribution channels to every geographical corner around the

world It can be said that every geographical area in the world covers Unilever brand products,

this is really a great strength of this brand

With a large product portfolio, Unilever has the right to apply pricing policies flexibly, from

time to time, depending on the willingness to pay the cost of products of all classes ofcustomers This helps Unilever never lose market share to competitors who are "thirsty" formarket share, ready to cut prices to win customers Unilever is a major brand in the world and

is leading in consumer products This gives Unilever the power to create trends for consumers

In other words, the popular trends in society that consumers are aiming for are in Unilever's

business plan, making this brand stronger than ever Unilever has been famous for its global,macro-strategies But even with business strategies targeting each local area, Unilever tries toresearch thoroughly, trying to incorporate cultural values into products This makes allUnilever products very close to consumers

Unilever's growth is fully dependent on both internal and external analysis The company'sdominance in the consumer products sector may be attributed to its internal strengths and

ability to capitalize on external possibilities Diversification of consumer products in marketsthroughout the world is a significant strength for Unilever's worldwide market penetration

Diversification is the manufacturing of a wide range of products with the goal of expanding to

capture the majority of product customers in various places (Graham, 2007)

The concept of diversity empowered product managers in various locations to make

judgments on product marketing strategy This allowed for effective product distributionbecause the managers on the ground were aware of the most popular goods, hence improvingsupply in the regions Unilever's capacity to anticipate customers' product buying andconsumption habits is another source of strength for the corporation This allows them todeliver items based on market demand and client wants

b) Weaknesses

Despite its strong position in the market, Unilever also has weaknesses that limit the

company's development potential such as products that are easy to imitate, limited marketdiversification, and dependence on retailers Let's analyze each issue in detail Like othermanufacturers of consumer goods, Unilever is dependent on a network of retailers to

distribute its products So buyer behavior, buyer's decision is heavily influenced by the advice

of retailers Unilever provides consumer products, so its products are easy to replace

Especially in African and Asian markets, in localities, consumers tend to use cheap, traditional,natural products Unilever is a big company, but it operates within the reach of a host of other

giants like P&G and Nestle Not to mention a host of other local companies, which are

challenging Unilever's dominance in small and retail markets

c) Opportunities

In terms of opportunities, Unilever is constantly taking advantage of every growth

opportunity in consumer markets around the world Factors such as business diversification,environmental and consumer health protection, emerging markets are factors that Unilever

is still considering seriously and cautiously Unilever is one of the companies As the world'slargest company in consumer goods, Unilever can utilize its financial strength to carry out a

strategy of diversification, mergers and acquisitions to seek new opportunities as well as

reduce risks replace The process of globalization, the penetration of global media has led tothe promotion of western lifestyle in Asia This means Unilever can use its position to become

a successful brand, giving locals access to internationally branded items On the other hand,China and India, emerging markets that are trying to imitate consumerism in the West, will

become potential "promising lands" for multinational corporations like Unilever

Consumers in the developed world are becoming more conscious than ever about their own

health, as well as the trend towards healthy, environmentally sustainable products Thismeans that Unilever can seize the opportunity to market this emerging market segment,especially the market for health conscious consumers and green products During the dayswhen the SARS-CoV-2 virus pandemic was still spreading on a large scale, Unilevercollaborated with Microbac laboratory to conduct research and create a mouthwash that can

reduce the load by 99.9% virus With pioneering health products for consumers, Unilever will

surely become even more famous in terms of brands and products Unilever has long been

known as a brand with responsible activities with society and the environment This hasbecome a business opportunity for Unilever when this brand can have marketing strategiesaimed at consumers who prefer to buy products from manufacturers that are responsible forenvironmental protection and development sustainable development

The global ready market for consumer goods purchases provides a huge potential forUnilever firm items According to Fletcher (2010), new markets offer a higher opportunity for

massive expansion in product sales As a result, the introduction of Unilever products into newareas gives the chance for future sales development Such chances provide the benefit of

having the product's worldwide market share before other firms in the same category

d) Threats

Besides opportunities, there are still many external factors that can limit Unilever's businessperformance Counterfeit products, competitive markets, independence of retailers… are allfactors that Unilever has to face in the near future The global economic crisis is unfolding and

made worse by the presence of the COVID-19 pandemic This seriously affects many

companies, including large corporations like Unilever With global consumer incomes falling,

Unilever is facing pressure from declining revenue and increasing costs This is a potential

danger called “Double Whammy” Large retail stores are tending to build their own brands

instead of depending on many suppliers Unilever depends on these retailers to generateprofits so this is a big threat for the company in the near term

Unilever's competitors such as Nestle or P&G are still continuously researching and

launching new products at competitive prices It is this that makes Unilever constantly race on

the way to conquer the world market Although Unilever has been paying great attention to

environmental and social aspects However, the increasing awareness of global consumers hasturned into spearheads and attacks on every strategic move that the company makes So in

any situation, Unilever must ensure to maintain its focus on environmental awareness andturn it into a safe fulcrum but also a lever for the company's development

With a globally competitive operating area, Unilever also faces Asian multinational

companies in the global game to dominate the consumer goods market segment This means

that Unilever is not only facing financial downturns, but also emerging threats from new

corporations that are starting to expand internationally

Unilever's SWOT matrix analysis provides four elements of the analysis of the internal and

external characteristics of the global consumer goods group Unilever Despite its strong brand

names, financial resources, and product coverage in all geographical locations in the world,Unilever is still facing many challenges from competitors, retailers and consumers These are

inevitable threats to any company, and Unilever is no exception Therefore, making a SWOTmatrix analysis will help Unilever take firmer steps in the future

To carry out a campaign to promote products for unilever company, we offer a budget

ranging from 700 million to 1 billion dong In terms of budget allocation for this campaign, weallocate 50% to product advertising on platforms such as TV and on social networking sites forthe purpose of attracting customers and increasing brand awareness brand Next, we allocate

20% to strategies to expand sales, reach more customers By implementing activities for

consumers to join hands with the brand to build 1 brand sustainably and further develop Forexample, customer-co creation strategy or generated content

10% of the total budget will focus on sponsoring activities for programs that are loved and

desired by everyone The purpose of this is to increase brand recognition for customers, createtrust for customers The remaining 20% we will allocate to product testing activities With the