Marketing Management in Unilever

Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Industry Background................................................................................................................1
2. Company Background ............................................................................................................1
3. Current Position of the company.............................................................................................2
4. Unique Selling Proposition (USP)...........................................................................................3
5. Market Audit ...........................................................................................................................4
6. Potential Market Growth..........................................................................................................7
7. 4 P's Model...............................................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

Executive Summary
This report included discussion over marketing management and its related aspects in
Unilever company. Firstly, its background and industries in which Unilever operates their
background were explained. Unilever is a consumer goods company which operates in Beauty
and Personal care industry, Food and Beverages industry and Home Care industry. This report
included positioning of Unilever and what strategies companies including Unilever can use for
positioning and strategies that Unilever has used for positioning have also been included and
discussed in this report. USP of Unilever and strategies to create USP and its benefit have also
been discussed in this report.

INTRODUCTION
Marketing Management involves identification of opportunities in market and come out
with strategies and planning to use these opportunities for profitability. Marketing Management
can also be explained as management that facilitates activities and functions that are involved in
goods and service distribution. This report includes and discuss various aspects of marketing
management in context of Unilever. Unilever company which deals in various products in
various industries like Beauty and Personal Care, Cleaning products and food and refreshments.
Over 400 brands are owned by Unilever in these industries. Products of Unilever are available in
around 190 countries. To discuss the company and its marketing operations this report includes
discussion over present marketing condition of the company with brief detail of its industry and
what the unique selling proposition of the company that have enabled it to grow to such extent.
Later this report discusses internal and external environment analysis of the company. Unilever
which intends to launch its new product which is Organic Lipstick which have been introduced
in this report.
MAIN BODY
1. Industry Background
Consumer goods industry is made up of companies that related to items that are
purchased by household and individuals rather than by manufacturers and industries. These
industries produce and distribute products which are intended to use directly by consumer.
Companies that are involved on this industry are food production companies, clothing,
beverages, packaged goods and electronic and auto-mobiles. Consumer goods that can be
categorized in durable which do not need to purchased frequently and non-durable, which need
to be purchased frequently. This industry focuses to provide something new and innovative to
the consumers which are useful to them at affordable prices.
2. Company Background
Unilever is 90year old consumer goods company founded in 1929 and headquartered at
Unilever House, London, UK and co-headquartered at Rotterdam, Netherlands. Unilever
manufacture and distribute consumer goods and sectors in consumer goods industries in which
1