Comparison between Nestle and Unilever with the support of marketing mix
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This report evaluates the comparison between Nestle and Unilever by applying the marketing mix framework. It analyzes the different elements of the marketing mix used by both companies and their tactics to achieve their objectives.
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MARKETING ESSENTIALS
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TABLE OF CONTENT INTRODUCTION...........................................................................................................................3 PART A...........................................................................................................................................3 Comparison between Nestle and Unilever with the support of marketing mix...........................3 Evaluation of different tactics that applies by Unilever to achieve framed objectives................6 PART B...........................................................................................................................................6 Business plan...............................................................................................................................6 CONCLUSION..............................................................................................................................10 REFERENCES..............................................................................................................................12
INTRODUCTION Marketing is the value and product exchanging process that use by company in order to promote it’s product or services in the business market. In modern world, most of the companies uses marketing functions with the support of marketers in order to create value-based product and services which encourages customer to pay extra for getting high quality product and services. There is an example of Unilever company which is Swiss multinational food and drink processing company. It operates in multiple countries and offers product to customer across the world. This report will evaluate comparison between Nestle and Unilever by applying marketing mix framework. To achieve marketing goal of the business will create marketing plan for the Unilever in this report. PART A Comparison between Nestle and Unilever with the support of marketing mix Marketing Mix is the marketing tool because it comprises seven p’s such as product, place, price, promotion, process, physical evidence and people (Jayde, 2018). This marketing tool uses by company to achieve all objective in efficient manner. With this marketing tool, lots of companies demonstrates perceived values of products in front of customer which encourages them to buy products. Marketing mix is used by Unilever and Nestle in order to demonstrates success of company in different terms. 7P’s marketing elementsUnileverNestle ProductProductmixstrategyhas followedbyUnileverplcin promotingdemandofthe customersinthecompany.It categorizes it’s product portfolio into4categoriesi.e.food, refreshment, personal, homecare Nestleisfamousasworld’s largest food company because it has more than 8000 brands along withwidefeaturesofproducts around market as compared other brands like Unilever. There is a reason such as it has implemented
and water purifier. It has more than 400 brands in it’s product portfoliowhichdemonstrate strong strength of the brand in it’sretailsector.Ineach categoryofproduct,ithas generated high turnover such as inhomecareproductcategory, Thus,withthisstrategy company has differentiated it’s productportfoliofromother brands i.e. Nestle in the business market. product mix strategy in order to differentiateproductssuchas dairyproducts,chocolates, beverages,instantfoodsand others and each product category posses’widefeaturesforthe customer. It will be quite simpler tosaythatNestleuseproduct strategymoreeffectivelyas compared Unilever. Price To gain competitive advantage has followed competitive pricing strategy by Unilever as resulted it has achieved success on this strategy. Thus, this strategy has provedsuccessfulforthe Unilever. Nestleusesvariouspricing strategyoverdifferentproduct categoryinordertogainhigh profit margin. For example, it has followedskimmingpricing strategysothatnocustomer switch the brand due to hike price. Competitive pricing strategy has adopted by Nestle for generating highrevenueonchocolate products. PlaceDistribution strategy has used by Unilever that supports to expand businessinmultiplecountries. For example, in modern world, Unilever runs it’ business around 190 countries by the support of it’s stores. Due to high presence Assamestrategyhas implemented by Nestle as well to improve presence of it’s physical stores in FMCG market across the world.Withthesupportof product and place strategy it has gainedgoodbrandimagein
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ofit’sproducthasachieved competitiveadvantageby Unilever across the world. different countries in respect of products. Promotion It has used various promotional and advertising strategy such as celebrity endorsement, hoarding digitalcampaign,marketing campaign and others, as resulted it has become one of the biggest FMCG company in the global market. Ithasusedmixpromotional strategytopromoteit’sbrand imageandproductsaroundthe world. It can see it has famed for multiple products such as Maggie that affiliated with 2 min snacks thatcanbeeasilypreparedby mothers (Lotfifard and Borojerdi, 2018). It uses both media online and offline like Unilever to aware customers about its product and services. Process B2CandB2Bbothbusiness modelfollowsbyUnileverto sellit’sproducttodifferent stakeholders.B2Cmodel denotes selling products directly tothecustomerwhileB2B model denotes selling product to the customer by involving third party. Both type models support companytogeneratehigh turnover in the FMCG market (Suganthi, 2016). Nestle also follows both business model like Unilever plc to sell it’s wide products among customers. PeopleIt always focuses on it’s staff and conducts training session in order to improve their working skills.Withthisstrategy Itmainlyconcentrateon customer’s needs and demands so that can give values to them by offeringdesirableproductswith
companyenabletoretainit’s employees for long time in the company. good quality. Physical Evidence Itmainlyfocussesonproduct appearancebecauseitisthe majorfactorofcustomer attraction.Withthisstrategy company attracts wide number of customers towards company for buying perspective. Nestlealsoconcentrateon physicalappearanceofproduct and infrastructure of the company sothatcustomersliketobuy productandservicesfromthe physical stores. Evaluation of different tactics that applies by Unilever to achieve framed objectives Based on the above discussion can be analysed that Unilever has achieved number of objectives with support of marketing tool. For example, with the product mix strategy it has achieved 5thposition due to high turnover (Thabit and Raewf, 2018). it has developed prestige division strategy wherein retails premium personal care products and premium ice-cream to the customer that supports to generate high profit margin on each product. This strategy has generated high revenue on its product in the FMCG market. Promotion mix strategy has supported to influence brand image across the world. While place marketing mix strategy supported to achieve business expansion objectives. Thus, all elements of marketing mix helped company to gain all projected objectives within timeframe. PART B Business plan EXECUTIVE SUMMARY There are a lot of decisions which businesses have to take so that there is going to be a better functioning. The organization must have the right knowledge and skills to be able to make such decisions for a long run. The competition in the market is also increasing because of which there
has to be a change in the strategy as well so that there is going to be a better functioning. OBJECTIVES There is going to be an increase in the profit margins by 50% by the end of 2024. By the end of 2026 there is going to be an increase in the sales by 60%. By the end of 2024 there is going to be an increase by 50% of the market share which the company can have. By the end of 2025 the company is going to have a good objectives and better strategies for the company to have. Marketing MixPeople There is a transparency which the company provide the employees and customers so that there is going to be a better loyalty and trust between the two and the organization will be able to operate effectively.Price To increase the market share and capture of customer base the organization uses skimming pricing strategy for them so that they can provide the best products at lower price (Duffett, 2017).Products With the help of the right technology the organization is being able to maintain the services and products which is going to make the satisfaction and loyal of the customers increase.Promotions The company has a good communication with the customers by direct mails, offers, discounts which are provided to the customers and updated to the customers effectively.Process The company focuses on the satisfaction level of the customers by getting in the right changes which are required by the organization so that there is going to be a great competitive advantage for a long run.Physical Evidence The working environment for the employees is very good because of which the employees give in their best so that there is going to be a brand image which would be present.Place
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Online platform is really helping the businesses in the market grow which is a great factor for the company and the products improve automatically if the employees are satisfied (Wirtz and Lovelock, 2016). Marketing StrategySegmentation There are a lot of strategies which are present in the market and from them the organization must opt for the best strategy for them so that they can operate effectively in the market for a long run. Informative technology is having a great influence in Unilever currently and the company is trying to make the customers have better experience. Geographical segmentation- The Company is going to work on Culture, population density, etc so that the changes are according to it and the company can benefit from it (Lu, Poon and Weng, 2018).Demographic segmentation- Age, Gender, mental status, etc is going to be focused upon by Unilever to be able to operate effectively.Behavioural segmentation- The focus is on the satisfaction level of the customers and employees of the organization so that there is going to be better productivity in the organization.Targeting The company is going to target the customers who are going to be technological friendly so that they can gain the trust and loyalty of them. The society is shifting to the technological services which are why Unilever is adapting to this change so that they can make the customers have the best of services.Positioning The company will have to use online methods to promote their products and services which is going to make the profitability of the organization increase so that the company will be able to operate effectively. PESTPolitical Factors Due to Brexit the organization has applied a lot of employee policies so that there is going to be a good functioning and operations which are taking place. There is a well stable political power in UK which is helping the organization be able to maintain their productivity and portfolio in
the market effectively.Economic Factors The GDP of UK is improving which is why the pricing of Unilever can be improved accordingly which going to be very helpful for a longer is run. The unemployment rate is improving in the country which can be a great advantage for the profitability of the organization for a better performance level in the market (Omar, 2017).Social Factors The culture of the customers has to be considered by the organization so that there is going to be a better demand satisfaction of them which is going to help the company be able to have loyal customers. Unilever is having high profitability for themselves which has to be well maintained and understanding the customers is the advantage which the company has in the market.Technological Factors There are a lot of technological changes which are coming in Unilever which is good for higher profitability and improvement. Innovation and inventions in Unilever are easily taking place which is a great factor for the company and in the market the organization will be able to develop them effectively. SWOTStrengths Unilever has a good experience in the market which is why the knowledge is high which can be very helpful for a long run. The organization has been able to select the right measures and strategies for themselves so that the organization can continuously get competitive advantage in the market.Weaknesses The company is not being able to maintain their employee turnover which is not good for the productivity for a long run (Waite and Pérez-Vega, 2018). The company has lost a lot of skilled and knowledge employees which is not going to help the organization be able to achieve their objectives and goals on time.Opportunities There have to be a lot of improvements which the businesses have to do so that Unilever can have more opportunities for a better competitive advantage. Technology is makes the companies have a good functioning and the organization will be able to achieve their objectives and goals
faster with a well maintained portfolio as well.Threats The competition in the market is high which a great threat for large organizations is like Unilever because they lose their market share therefore the companies will have to select the right measures and strategies for them to be able to operate effectively. Finance BasisAmount Technology€5,000 Labour€4,000 Components€3,400 Total€12,400 Sourcing Finance The company is going to use Capital loans for changes which are coming in the organization so that there are going to be a good growth of the organization in the market (Nieminen, 2017). The decisions have to be appropriate so that the company can have a stable economic factor in the market and for a longer run in the bazaar. Monitoring and Controlling Improvements in the products and services are present in Unilever and they are even monitoring the changes in the company as well so that they can maintain their productivity in the market. The organization used benchmarking methods to monitor the employees who get in the changes in the company so that the customers are having a better satisfaction level with Unilever. The competition in the market is increasing therefore these measures have to be taken effectively. CONCLUSION The brief study has summarized role of marketing mix in different companies like Unilever and Nestle which have practiced it’s elements in order to gain projected goals and differentiated band image in the business market. Marketing plan included organization’s objective, marketing goals, situational analysis, tactics, implementation and monitoring and controlling which have used for Unilever and it has achieved all objectives within timeframe etc. has been concluded in this report. The organization will have to change their strategies and
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measures for making the company operate effectively in the market. The competition in the market is increasing and to maintain the market share it is very essential for the organization to be able to have better decisions for themselves to have a longer functioning for themselves.
REFERENCES Books and Journals Duffett, R.G., 2017. Influence of social media marketing communications on young consumers’ attitudes.Young Consumers. Jayde, G.S., 2018. A Study of Consumer Preference towards Marketing Mix of HUL Food Brands with special response to Amravati district. Lotfifard, S. and Borojerdi, P.N., 2018. Study and evaluate the effect of marketing mix on export performance(casestudy:NestleCorporationinQazvinProvince).International Review. (1-2). pp.73-82. Lu, C.S., Poon, H.Y. and Weng, H.K., 2018. A safety marketing stimuli-response model of passenger behaviour in the ferry context.Maritime Business Review. Nieminen, R., 2017. Key elements of outbound and inbound marketing: Digitalization in the world of marketing. Omar, A.A., 2017. Extensive knowledge in marketing management.Economic and Social Development: Book of Proceedings. pp.314-321. Suganthi, V., 2016. Marketing strategy of FMCG product: A case study of Hindustan Unilever limited.Marketing.1(9). Thabit,T.andRaewf,M.,2018.Theevaluationofmarketingmixelements:Acase study.International Journal of Social Sciences & Educational Studies.4(4). Waite, K. and Pérez-Vega, R., 2018. Essentials of Digital Marketing. Wirtz, J. and Lovelock, C., 2016.Services marketing: People, technology. World Scientific Publishing Company.