Introduction to Marketing || Assignment

Running head: INTRODUCTION TO MARKETING
INTRODUCTION TO MARKETING
Name of the Student
Name of the University
Author Note

INTRODUCTION TO MARKETING1
Table of Contents
Introduction......................................................................................................................................2
Analysis of macro trends that shape fast moving consumer goods or FMCG sector of Europe.....2
Micro-environmental factors that have influenced the decision taken by Unilever to create
“Knorr Partnership for Sustainability” initiative in 2010................................................................4
Customer target groups of Unilever................................................................................................6
Critical assessment of current communication campaign and its appeal to food consumption
market..............................................................................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

INTRODUCTION TO MARKETING2
Introduction
Unilever is a British-Dutch global consumer goods based firm that has its headquarters in
London, England and Rotterdam, Netherlands. The products that are offered by the organization
mainly include energy drinks, ice cream, food, beauty products, cleaning agents, personal care
based products and beverages. Unilever is also considered to be one of the oldest organizations
in FMCG industry and the firm has its operations in 190 countries. Unilever offers more than
400 brands and produces a turnover of 53.7 Billion Euros (Unilever.com 2020). The case that has
been taken into consideration for analysis in the report is related to the sustainability strategy that
is implemented by Unilever in order to improve its processes in different parts of the world. The
macro trends in the industry and micro-environmental factors will also be analyzed in the report
in detail. The target groups of Unilever will be analyzed in the report along with the
communication campaigns that have been developed by the organization.
Analysis of macro trends that shape fast moving consumer goods or FMCG
sector of Europe
The ability of Unilever to address different external factors in the macro or remote
environment is able to offer key levels of contribution to the prominence of the organization in
the FMCG market of Europe. The PESTEL framework can be used for analyzing the external
aspects that have an impact on the different FMCG organizations like Unilever (Dollet et al.
2017).
Political factors – The political landscape in European countries has a major impact on
the performance that is depicted by Unilever. Political stability that has been developed in most
of the countries have supported the operations of Unilever in a huge manner. Political issues that

INTRODUCTION TO MARKETING3
have taken place in European Union however have a negative impact on profit margins and sales
of Unilever as well. The free trade based relations formed between countries have proved to be a
growth opportunity for Unilever in the FMCG sector (Laforet 2017).
Economic factors – The economic stability that has been developed in the European
countries is considered to be a major growth opportunity for Unilever in the highly competitive
FMCG sector. Manufacturing facilities of Unilever that are located in different parts of Europe
have supported sustainable operations of the firm (Gong et al. 2020).
Social factors – Unilever has the ability to grow with the help of different products that
can address interest of consumers in the industry. The rise in environmentalist behaviors in
European consumers can attract them towards the sustainable operations of Unilever.
Technological factors – Rise in the levels of business automation has an impact on the
growth of product line of Unilever in the FMCG sector of Europe. Competitiveness of the firms
have however increased in a huge manner due to improvement of technologies in the sector.
Unilever has implemented advanced technologies in order to improve the sustainability of
operations of the firm (Ma, Park and Moultrie 2020).
Environmental factors – The consumers have become highly aware of the environmental
impact that different organizations are able to develop with respect to their production processes.
The sustainability initiative that has been implemented by Unilever is considered to be a major
aspect related to reduction of its environmental footprint (Marinova, Larimo and Nummela
2017).
Legal factors – The environmental regulations have become highly complex in nature
and the organizations in FMCG sector have to strengthen the consumer rights based laws and the