Marketing Communication Tools for Unilever

Marketing
Communication

TABLE OF CONTENT
INTRODUCTION.....................................................................................................3
MAIN BODY............................................................................................................4
A. Description of the company and its range of products and an analysis of
specific product and profiling of target market......................................................4
B. Critical evaluation of characteristics, features and effectiveness of the
marketing communication tools.............................................................................4
C) Strategic management communication plan to market the products in UK......8
D) Marketing communication strategy and evaluation of how all the elements of
communication process is applied within a global context..................................11
CONCLUSION.......................................................................................................14
REFRENCES..........................................................................................................15

INTRODUCTION
Marketing communication refers to a difficult and fundamental section of a company
which shows their marketing efforts. It is a process through which an organization able to
communicate at a marketplace to their potential customers. Along with this, company able to
communicate about products and brand in from of customers so that they get attracted and
encourage purchasing product and services in effective and appropriate manner. Organization
which is taken for this assignment is Unilever, which is established by William Lever in year
1929. Headquarter of respective company is in Unilever House, London, United Kingdom and
they are basically offering products in consumers goods industry. They served their variety of
products and services at worldwide market. Products which are offer by Unilever are Beauty and
Personal care, foods and refreshments and cleaning products. This file mainly explains about the
company and range of products they are offering. Along with this it will evaluate specific
product offer by respective company and profiling of the target market.
MAIN BODY
A. Description of the company and its range of products and an analysis of specific product and
profiling of target market
Unilever is a British Dutch transnational consumer goods organization. Its headquarter is
in London, United Kingdom. It was founded by Lever Brothers, Samuel Van Den Bergh,
Antonius Johannes Jurgens and Georg Schicht in year 1929 in UK. Currently the organization is
operating business all around the world. It deals in different types of products which includes
beauty, personal care, food, refreshment and cleaning. The business is operated with the help of
more than 155000 employees. There are various competitors of the company which are Nestle,
Procter & Gambler etc. In local market there several organizations that are giving tough
competition to it. These business entities are ConAgra, Danone, PepsiCo, Mars, Beiersdorf,
Johnson & Son etc. It is also having two holding enterprises that are Unilever N.V. and Plc.
Product range of Unilever: There are various types of products that are offered by
Unilever these are food, homecare, personal care and water purifier. Various types of brands are
served by the company which includes Blueair, Comfort, Dove, Domestos, Knoor, Lipton, Lynx,

Hellmann’s, Magnum, Persil, Sure, Surf, Toni & Guy, Badedas, Ben & Jerry, Carte Dor, Cif and
Brut. One of the specif product of the company is Avian water which comes from specific source
near Evian Ies Bains on the south shore of Lake Geneva. Currently it is owned by Unilever and
served all around the world. It is fresh mountain water which is sold in luxury and expensive
bottles to the clients. It is popular among Hollywood celebrities and drank by them.
Target market of Unilever is the people of upper class who can afford all its products.
The items that are offered by company are very costly and these are served to luxury customers.
Organization uses different promotional methods to attract large number of customers. Currently
products of Unilever are served all around the world.
B. Critical evaluation of characteristics, features and effectiveness of the marketing
communication tools
While launching products in the market for all the organizations it is very important to use
effective marketing communication tools so that customers get aware of items that are served by
company. In order to attain business goals such as profit maximization, customer satisfaction and
attaining competitive advantage it is very important to communicate with clients so that a
positive image of business entity can be established in their mind (Marketing communication
tools, 2019). Detailed discussion of such tools is as follows:
Marketing communication tools: For all the larger as well as small companies it is very
important to use marketing communication tools so that a proper interaction with customers can
be conducted and information regarding their demand, preference, requirements and needs can
be gathered. For Unilever it is also very important to use these tools in order to be in touch of its
clients and retain them for a long period (Blakeman, 2018). These tools are also known as
promotion mix in which organizations use different types of techniques that can help to promote
products and attract large number of customers. All of them that are implemented by Unilever
are as follows:
Advertising: It is one of the major marketing communication tool which is used by
Unilever in order to increase efficiency and visibility of the products that are sold by
organization. There are various types of methods that are used by Unilever to advertise its
products. These are magazine, television, commercials, internet advertising, newspaper, radio