Unilever's Sustainable Marketing Strategy

This assignment examines Unilever's successful marketing strategies, particularly emphasizing the Dove 'Campaign for Real Beauty'. It explores how sociocultural factors influence consumer behavior and how Unilever leverages segmentation to target diverse audiences. The analysis also delves into Unilever's commitment to sustainability and its efforts to promote healthy and environmentally responsible practices.

CONSUMER
BEHAVIOUR

Table of Contents
INTRODUCTION...........................................................................................................................3
Unilever applying understanding of internal consumer processes in the psychological
dimension to market in accordance to products.....................................................................3
Socio-cultural consumer influences have been the most important to the success of Dove’s
Campaign for Real Beauty.....................................................................................................4
Unilever’s decision to link its brands with efforts to encourage healthy and environmentally
sustainable behaviours............................................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Consumer behaviour is the major factor which assist the business in attaining its
determined goals and objectives. Therefore, there are various strategy used by the enterprise to
influence the consumer behaviour for organisational products and services. Further, the report
will analyse the behaviours of buyers towards the product's and services of Unilever, the leading
and largest consumer goods firm selling its products across the globe. The products of company
comprise food, beverages, cleaning, agents, personal care and beauty products. Moreover, the
report will outline the socio cultural influence which assisted the success of Dove's Campaign.
Beside, it will evaluate firm's decision to link its efforts to encourage healthy and
environmentally sustainable behaviours. The enterprise uses every possible social media channel
like, Facebook, Instagram, Twitter etc. in order to create about its products and environmentally
practices.
Unilever applying understanding of internal consumer processes in the psychological dimension
to market in accordance to products
Applying the psychological dimension strategy when innovating and launching product
in market plays an important role for Unilever as it assist the enterprise in making effective
decisions to attract consumers and to increase sales. The strategy implemented by the company is
according to ongoing trends, emotions of buyers towards one particular product, and many more.
The physiological factors assist the business in enhancing the creativity of its product. For
instance, there are various products of the company which are universal and for those
commodities the ultimate objective of Enterprise is to promote awareness about healthy and
hygienic practices whereas there are some personal care products of the entity which are focused
on women and their beauty needs. The company understands the need of connection emotion of
buyers with products for which advertise its product according to generation by segmenting
buyers according to their needs and wants(Young, Hwang and Oates, 2010). Moreover, the
advertisement strategy and Unilever is also focused on Physiological factors like, the company
understands the feeling and emotion of getting discriminated therefore specially for women it
focused on promoting personal care regarding internal beauty of human being instead of Outer.
The firm has also focused on boosting the morale of Women's who feels isolated because of
anything that degrades them from other people. The concepts and idea of real beauty in its
products is the major physiological factor which comprise emotions and behavior of people.

Hence, social media plays a vital role through which Unilever create emotional connection with its
customers and understand their ever-changing needs and interests.
For this the company makes use of
appropriate psychological process which
demonstrates the consumer decision
making process. In this the company
focuses on collecting appropriate data
regarding consumers’ preferences. After
analyzing consumer problems the
company focuses on discovering solutions
and providing various alternatives to one
problem. The alternatives provide
consumer’s options to makes purchase
decision. Hence, at last the buyers make
post purchase has evaluation regarding
product efficiency which is offered by
Unilever.

Figure 1Internal consumer process Model
Source: (Karbasivar
and Yarahmadi,
2011)

The psychological process states that customers needs motivation to makes change their
perception for which Unilever organizes various types of attractive advertisement in order to
formulate the attitude of consumers towards the services of company.
Socio-cultural consumer influences have been the most important to the success of Dove’s
Campaign for Real Beauty
Buying behavior of consumers depends on the advertising technique used by the
organisation (Miller and Lammas, 2010).The advertising strategy of Dove focuses on promoting
equality among all the individuals across the globe regardless of race, caste, creed, sex, behavior,
religion and attitudes. Further, the success of Unilever is demonstrated by its Dove personal care
products for Women's in which the management focused on maintaining products according to
different type of women's but it did not discriminate. It considered all the major factors and
aspects for which its women consumer look for like, types of skin, quality of Hair, taste,
preference, fragrance etc. Further, the campaign for real beauty has focused on real emotion and
attitudes of Women about their personal choices. The advertisement revolutionized the beauty
and personal care products across the globe because of its one major socio cultural factor which
was age. The Advertisement stated that there is no age and no factor which force Women's to
compromise instead it states that every women across the globe has the right to choose products
according to its personal preferences and needs. It is important for the Women's to realize the
internal beauty lies within the body and heart. The factor influenced the buying behavior of
females worldwide and this the major factor which is the reason behind the success of real
beauty campaign and product.

Figure 2 Marketing strategies of Dove
The real beauty advertisement of Unilever is also based on this model which focuses on
strategies which make high consumer appeal and bind with consumers. Secondly by delivering
best quality it attains competitive advantage. The performance of company is demonstrated by
the gentle and moisturizing quality of its products like the real beauty soap. Relevancy of
organization is denoted by its content which is environment and skin friendly and is healthy.
Hence, at last the success and presence of its products and services is represented by its
availability and performance in approximately 80 countries across the globe.
Unilever’s decision to link its brands with efforts to encourage healthy and environmentally
sustainable behaviours.
The decision of complying with healthy and environmentally sustainable is the best decision
and strategy of the organisation to attract consumers towards its products and services. It is the
technique which has increased the demand of consumers for its some specific products. Moreover,
advertising plays a vital role in supporting the decision of Healthy sustainable environment as it
helped the company in making buyers aware about its decision to support environmental growth.
(Newson, Lion and Pradeep, 2013). Apart from this every consumer these days are acre about the
healthy and safe practices therefore the decision is the technique which is beneficial for the enterprise
in developing strong and loyal consumer base (Schiffman, O'Cass and et.al., 2013). Further,

Unilever has launched various kinds of healthy and hygienic personal care and edibles to support its
decision which has assisted the business in accomplishing its target according to determined goals. In
addition to promote the awareness about hygienic practices the most valued and current leading
product is Soap that is Lifebuoy, in which the company has launched the very attractive advertisement
in which the management focused on making people understand about the practices which assist in
preventing disease. For instance, the Advertisement focused on 4 basic steps of using soap and to
develop the understanding of people about the healthy practices. The steps are as follows:
 Wash hands with particular soap that is Lifebuoy as it kills bacteria and germs.
 How easily the bar can be used.
 Washing hands from Lifebuoy will assist the families and individuals in implementing safe
practices.
 The advertisement also focused on making kids understand the importance of washing hands
before and after every meal.
Figure 3: A virtuous circle of growth
Source: (Unilever Sustainable Living Plan helping to drive growth 2013.)

The Virtuous cycle demonstrate the efficiency of company which is focused on sustainable living.
The cycle comprises and focused on cost efficiency, innovation, marketing investment, profitable
growth. Further, the cycle aims its own branding of products, with its own specific business operations
unique from others in order to satisfy the need and wants of customers
Hence, the advertisement of Unilever has created a revolution for implementing hygienic practices at
all place across the globe for families, society, etc. However, in contrary the company is focused on
environmental friendly products and practices due to which it launched the laundry products and
advertised that the product need one rinse to clean clothes but on the other hands consumers claimed
that even after 3 for washes the clothes were not come out be clean which further created a revolution
for business growth therefore for this Unilever stated that we focus on building strong relationship
with buyers and sells the real product to maintaining the healthy and safety of consumers and
environment. The company believes that the beauty of people lies in them and not at their outer body
and the motive of the organization is created awareness among people about their equality regardless
of color, age health issues etc.
CONCLUSION
The report summarized that the importance of consumer behaviour in success of
companies products and services. It evaluated Socio-cultural consumer which influences the
success of Dove’s Campaign for Real Beauty in which the organisation focused on needs of
various types of Women's. It analysed the strategy used by Unilever to attract more and more
buyers which is advertising products by segmenting consumers according to their needs and
wants. Further, the report outlined the decision of Unilever which was to link its brands with
efforts to encourage healthy and environmentally sustainable behaviours Thus, the report concluded
that Unilever has created a revolution for implementing hygienic practices at all place across the globe
for families, society, etc.

REFERENCES
Books and journals
Young, W., Hwang, K., and Oates, C.J., 2010. Sustainable consumption: green consumer
behaviour when purchasing products. Sustainable development. 18(1). pp.20-31.
Miller, R. and Lammas, N., 2010. Social media and its implications for viral marketing. Asia
Pacific Public Relations Journal. 11(1). pp.1-9.
Newson, R.S., Lion, R., and Pradeep, B.V., 2013. Behaviour change for better health: nutrition,
hygiene and sustainability. BMC public health. 13(1). p.S1.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: effects
on consumer decision–making process. International Journal of Marketing Studies. 4(2). p.121.
Schiffman, L., O'Cass, A and et.al., 2013. Consumer behaviour. Pearson Higher Education AU.
Karbasivar, A. and Yarahmadi, H., 2011. Evaluating effective factors on consumer impulse
buying behavior. Asian Journal of Business Management Studies. 2(4). pp.174-181.
ONLINE
Unilever Sustainable Living Plan helping to drive growth 2013. [Online]. Available through:
<https://www.unilever.com/news/news-and-features/Feature-article/2013/Unilever-Sustainable-
Living-Plan-helping-to-drive-growth.html>.