Applying Marketing Communication for Unilever: Tools, Techniques, and Strategies

Running head - APPLYING MARKETING COMMUNICATION
Applying marketing communication
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1APPLYING MARKETING COMMUNICATION
The selected organization of this assignment is Unilever.
1. Identifying and evaluating tools and techniques used by Unilever for integrated
marketing communication.
Integrated marketing communication is defined as a process of creating and
integrating the coordinates of any organization through the help of several channels that
would help in delivering a direct and clear message about the goodwill and proper
conducts of the organization and the products that are manufactured by them.1
The tools that are used by Unilever for IMC are advertising, promotion for sales,
direct marketing and public relation2.
With the help advertising, Unilever are able to spread their product reach and also
develop brand image and quality. Unilever uses advertising for promoting the adoption of
their good and services and ideas for the customer.
Unilever initiates promotion for sales of their manufactured products for attracting
much more customer base towards their organization. The organization distributes
coupons, premium offers and even samples for their pre launched products among the
consumers for the spread of their products.
Unilever also conducts public campaigns for promoting their products. With the
help of public relations, Unilever is able to create bond with the customers and know the
exact needs.
1 Saenko, Natalia R., et al. "Research in action integrated marketing communications as the elements of information
and virtualization market relations." International Review of management and marketing 6.1S (2016): 267-272.
2 Chaffey, Dave, and Fiona Ellis-Chadwick. Digital marketing. Pearson UK, 2019.

2APPLYING MARKETING COMMUNICATION
2. Creating convergent tools and techniques for using in divergent media environment
The divergence in media is classified as the opposite of convergence in the media.
It deals with the development in media form, through which an organization conducts and
promote its conduct of business3.
The process of selection and evaluation of diverse group in the media
environment is known as Convergent thinking and the tools that used is known as
convergent tools. The tools that Unilever could use are PPCo, Matrix for evaluation, and
Hit and Highlighting.
The PPCo tool is a process that involves technique of 4-step. It helps in the
evaluation and improvement of new ideas. The process is mainly based on the affirmative
judgment principle. PPCo itself stand for Pluses, Potentials, Concern and the overcoming
of concern.
Matrix for evaluation is a process that is demonstrated by the evaluation of
specific areas like marketing, manufacturing and communication.
Hit and Highlight is the tool for developing excellent divergent media. The
process in initiated by starting the identification of right targets in the organization4.
3. Creating tools and techniques used for developing customer-centric environment
3 Chavez, Roberto, et al. "The effect of customer‐centric green supply chain management on operational
performance and customer satisfaction." Business Strategy and the Environment 25.3 (2016): 205-220.
4 Lievesley, Matthew, et al. "How Industrial Design Supports a Customer‐Centric Innovation Approach in a
Technology‐Centric Business Environment." Design Management Journal12.1 (2017): 15-27.