Marketing Mix Strategies of Unilever and Waitrose & Partners

Marketing and Business
Environment

Table of Contents
INTRODUCTION................................................................................................................................3
Section 1: Marketing Mix.....................................................................................................................3
1.1 Strategy .....................................................................................................................................3
1.2 Marketing Mix...........................................................................................................................5
Section 2: Factors in the Global Environment.....................................................................................6
2.1 BCG Growth market share Analysis..........................................................................................6
2.1.1 BCG Matrix (UNILEVER).....................................................................................................6
2.1.2 BCG matrix Of Waitrose........................................................................................................7
2.2.1 Porter five forces model of Waitrose .....................................................................................8
2.2.2 Porters five force model:.........................................................................................................9
Section 3 ............................................................................................................................................11
CONCLUSION..................................................................................................................................12
REFERENCES...................................................................................................................................13

INTRODUCTION
Marketing is a set of activity with the help of which a business aims to satisfy the needs and
wants of the customers efficiently. In includes a process with which the values are created for the
customer and are delivered to them by communicating them the benefits of such values from the
product and services so offered (Chhabra, 2020). For this it is important for the business to
formulate various strategies by analysing the business environment in which they are operating.
They management of the organisation must analyse both their internal and external market as on the
basis of this they can determine their capabilities and abilities for the prevailing opportunities and
threats in the market. The strategies so formulated by the organisation are based upon the strategies
that have been adopted by the competitors. For this report the two well known organisations that are
taken into consideration includes Unilever Plc and Waitrose & partners. Unilever is a UK based
consumer goods company while Waitrose & partners is a UK based supermarket chain. In this
report the marketing mix strategies of both the organisation will be analysed with the help of which
they can make necessary changes. Apart from this the global business environment of the
companies is analysed with the help of various models that facilitates in analysing the business
situation.
Section 1: Marketing Mix
1.1 Strategy
Unilever Plc: Unilever Plc is a multinational company that offers a wide range of consumer
goods to the customers. The product category of the company includes personal care items, home
care products, food items and many more. It has been operating in three regions which are Asia,
Africa and Central and Eastern Europe, the Americas and Western Europe. They have been growing
consistently year after year as they have adopted various strategies as per the prevailing situations in
the market (Xie, 2020).
 Branding Strategy: With the help of branding strategy of the company they aims to keep
their customers in touch with the customers and to keep them engage with the organisation.
Their branding strategy that they focuses upon is that they has complex portfolio of the
products and services due to which the customers do not have to move to other brand for
their basic goods as they offer almost all. Along with this they uses unique selling
proposition such as various emotional aspects to connect with the customers.
 Marketing Strategy: With the help of marketing strategy Unilever aims to increase their
customers base as with this they target as many people as possible. They target each and
every individual as their portfolio is quite complex in which the product ranges from babies

to an old person. They have divided the entire population into six category Poor, Average,
Rich, Children, Adults and Elderly (Hollenbeck, 2019). They provide products as per the
need of these people.
 Advertising Strategy: To be in touch with the customers they consistently advertise their
variety of products and services which helps them to create awareness about their products
and services. They advertise through television and online platform as they believe that
with these sources customers can be attracted in an creative manner.
Waitrose & Partners: Waitrose and Partners is a well know supermarket chain in UK that
offers a wide range of groceries in their store. They have employee a large number of employees in
their organisation making it as one of the largest employee-owned retailer. The headquarters of
Waitrose & Partners is in Bracknell and Victoria, England. The retailer have license to supply
groceries, wines and spirit to Queen Elizabeth. The market share of Waitrose & Partners is around
5.1% of the food market in the year 2015. Various other strategies of the Waitrose & Partners
include:
 Branding Strategy: With the help of various branding strategy the company aims to
provide attract more and more customers for their products and services. Waitrose &
Partners focuses upon the strategy of ‘Value for experience’ to the customer in which they
believes that they offer better services to the customers due to which they have better brand
image among customers. Also the reason for this strategy is that the discounted strategy for
promoting the brand is a sign of weak brand (Woods, 2020). Due to this they focus upon the
experience of the customer and values of money for the customers.
 Marketing Strategy: The marketing strategy of Waitrose & Partners includes their
segmentation strategy in which their target the middle income group for their product and
services which are of high quality and comparatively of low prices. With marketing strategy
of low prices products and services with better quality enable them to maintain their market
share even in the financial crises situation.
 Advertising Strategy: For promoting their products and services Waitrose & Partners has
adopted various advertising means with the help of which they make their customers aware
of their services. Various advertising sources that they use include television, radio, internet,
newspaper, direct mail to the customers about their offers etc. With the help of all these
media they can easily let their customers know about their innovative services and special
offers so that they can increase prompt sales for the company.