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Marketing Communication Strategy of Unilever

   

Added on  2019-12-03

14 Pages4078 Words263 Views
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Analysis of the integrated marketingcommunications mix strategies of your chosenFMCG brand
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TABLE OF CONTENTSINTRODUCTION......................................................................................................................1LITERATURE REVIEW...........................................................................................................1MARKET ENVIRONMENT REVIEW....................................................................................5COMPANY STRATEGIES.......................................................................................................7RECOMMENDATIONS...........................................................................................................9CONCLUSION..........................................................................................................................9REFERENCES.........................................................................................................................11
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LIST OF FIGURESFigure 1IMC communication tools............................................................................................2Figure 2Integrated communication marketing mix....................................................................4Figure 3Different positioning of Bar Soap.................................................................................7
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INTRODUCTIONOne of the most essential tasks for every organization nowadays is to design beststrategies through which they can attain higher competitive advantage. For this, they arerequiring to select best promotional and marketing tools through which they can enhancetheir consumer base. The present report is study is based on the Unliever Plc. It is an Anglo-Dutch multinational FMCG and world’s oldest consumer goods in UK. It comes under thetop three FMCG companies in the world which has a wide spectrum of different productsincluding food and beverages, personal care products etc. This study analyses the integratedmarketing communications (IMC) mix strategies for the UK market of Unilever andrecommend future actions for them as well. With the help of selecting best integratedmarketing communication Mix Company can easily coordinate their marketing efforts acrossmultiple communication channels (Blas, 2013). The present report gives proper descriptionabout the market environment review and several strategies of FMCG Unilever as well.Further, it can be determine that segmentation, positioning and branding strategies are themost important points which helps in designing and implementation of integrated marketingcommunications mix. LITERATURE REVIEWNowadays, no company touches so many people’s lives in so many different ways.Unilever is a brand which serves nutritionally balanced food to indulgent ice creams andeveryday household care products. For them, sustainability is the main concept and for thisthey have set a sustainable living plan to decouple their growth. This plan helps them inpromoting their business and creating extraordinary movement for sustainable living.According to Finne and Strandvik (2012) integrated communication mix is one of the mosteffective concepts through which companies can easily achieve their target market.However, most of the companies are using different promotional methods that are intended toreinforce each other. Unilever can achieve all their corporate objectives by selling best foodand beverages products. A Concept of marketing communication planning includes mass advertising to nichemarket. Organizations are continuously using appropriate IMC marketing efforts acrossmultiple communication channels (Andersen, 2001). Unilever is trying to incorporate someof the best and cost-effective campaign that still delivers the consumer value. The company isvery unique with having a proud history and a bright future as well. They are highly focusedwith the sustainable growth and an intense sense of social purpose. The company is highlyPage | 1
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