Thảo luận nhóm TMU marketing analysis of unilever

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 p

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Marketing Analysis of Unilever

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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

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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 e- commerce 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

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

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

5 Fall in revenues Openings Threats

6 Natural-based products are developing

7 Totally reliant on retailers.

1 Increasing require for healthy 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

5 Niche brands picking up favor

2 Publish a privacy policy in the Unilever application.

3 Local governments impose a new tax or tariff

4 Political precariousness impact business

1 Economic downturn or slowdown decreasing sales

2 Inflation expanding COGS

3 Exchange rate variance causes risk of low profitability

4 A higher interest rate on future loans

4 Changes in beauty and nutrition perceptions

1 Technological advancement expanding sales

2 Change in innovation making current innovation obsolete

3 Upgrade to modern innovation requiring money

4 Improved cost effectiveness

3 Polluted water may increment request for Pureit

4 Failure to accomplish term objective

long-1 Not permitting the select of certain guarantees, confinement

of obligation for incidental damage.

2 To the fullest extent permissible under relevant legislation

3 Tougher business rules

4 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 areas- 1.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.

Tiêu đề	Marketing Analysis of Unilever
Tác giả	Nguyễn Phương Anh
Trường học	Thái Mạch University
Chuyên ngành	Marketing
Thể loại	essay
Năm xuất bản	2022
Thành phố	Krems

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Số trang	24
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