Marketing Management: Market Positioning and Unique Selling Proposition of Unilever

Marketing Management

Table of Contents
INTRODUCTION ..........................................................................................................................3
Part 1 ...............................................................................................................................................4
Background of industry...............................................................................................................4
Market positioning strategy .......................................................................................................4
Unique selling proposition .........................................................................................................5
Part 2 ...............................................................................................................................................7
Marketing audit ..........................................................................................................................7
Part 3..............................................................................................................................................12
Analysis by using 4Ps model to propose a new product. .........................................................12
CONCLUSION .............................................................................................................................14
References .....................................................................................................................................14

INTRODUCTION
Marketing management is an analysis of planning, implementation and control of
programmes those are designed to bring changes in market to achieve organizational goals.
Management help to introduce new product in market and increase overall productivity of
existing products. Marketing management reduce cost of sales and increase demand for goods by
customers. Unilever is a British transnational company of consumer goods, products like food
and beverage, beauty products, personal care, cleaning are provided by company to consumers.
Unilever is available around 190 countries. Report will prepare market positioning that help
company to sell their product in market easily. internal and external analysis with SWOT and
PESTLE help company in overall market attractiveness to grow business at a large scale. Using
4Ps model to launch a new product in market.
Part 1
Background of industry
Consumer product industry are those which provide quality products and services to their
customers to engage them towards organization effectiveness. Industry aim is to increase profit
and earn a market share that help them to earn a competitive advantage. Industry sell products
direct to consumers companies involved in food production, packaged goods, automobiles are
consumers good industry. Unilever is a multinational consumer goods company. Around 400
brands are working under uni levers name. Some of the brands are Axe, Dove, Lipton. Unilever
is one of the largest FMCG company all over the world. Unilever is an leading company with
Revenue around $50.982 billion in 2018 with number of employees working in organization is
155,000. companies beauty and personal care product are one of most important factor that help
them to earn a market share. Acquisitions with other big brand like Brooke bond, Lipton help to
expand their business at a large scale. Increase in sale of Dove help company to achieve their
goals easily. Due to companies high quality standards for their food products help them to
become one of most valuable food brand worldwide.
Market positioning strategy
Market positioning refers to companies ability to attract consumers towards their product
and brand(Keegan, 2017.). It help to earn a competitive advantage over competitor and develop
an image of brand in mind of customers. In context of Unilever company providing quality

products and services to their customers which help them to attract customers easily. Some of the
strategy that Unilever follow to achieve their goals and objectives.
Determine company uniqueness by comparing to competitors.
Comparing differences between company and other competitors help to identify
opportunities. In context of Unilever company aim is to develop business at a leading level. For
that organization analyze facilities provided by their competitors to know uniqueness of their
product that help them to attract customers easily towards their product. Unique quality of
product help company to grab a market share. Unilever sell products at high prices which are
able to satisfy their customers wants and desires and require. Company sell quality product at
high prices like dove to maintain effectiveness of brand.
Identify current market position
Unilever analyze their current market position to develop a new market position that help
to earn an advantage over competitors(Shaw, 2016.) . By developing new product and
acquisition with established brand help company to achieve their goals easily and to maintain
position in market. Current market position help company to set prices of their product according
to customers preference.
Competitor analysis
Unilever analyze their competitors position to know their strength that help them to
influence customers towards business. By analyzing competitors position Unilever is able
prepare plan for business that help company to attract more customers as compare to
competitors. Position strategy analysis help Unilever to know strength and weakness of
competitors company and develop plan for their business according to requirement of market.
Pricing strategy
Organization success largely depends on their pricing strategy which help them to engage
customers easily towards business. In context of Unilever company set prices by analyzing their
customers purchasing power and price set by competitors in market(Deepak and Jeyakumar,
2019.). Effective pricing strategy help company to get attention of customers towards business.
Middle class customers are target market of company and set prices of their product according to
their customers requirement.