Unilever's Marketing Strategies: A Comprehensive Analysis

This report provides a comprehensive analysis of Unilever's marketing strategies, focusing on the four Ps: product, price, place, and promotion. The product section highlights the diversity of Unilever's offerings, including foods, refreshments, home care, and personal care products, with examples like mayonnaise, Surf, and Dove. The pricing strategy involves a range of approaches, including market-based pricing, premium pricing, and bundled pricing, tailored to different products and consumer segments. The place strategy focuses on distribution through retailers, kiosks, and company-owned stores like Ben & Jerry's. The promotion section examines various tactics such as advertising, personal sales, public relations, and sales promotions, all aimed at increasing consumer demand and enhancing brand image. The report also includes references to academic journals and books to support the analysis of Unilever's marketing practices.

Product
Unilever offer various products to the consumers over the years so currently company have more than
400 brands. Unilever deals in various range of products such as foods, refreshment which includes the
beverages and ices creams, home care products as well as personal care. Best product of Unilever is
mayonnaise sandwich spreads, knorr stock cubes and sauces. Home care products include Surf and
detergents and one of the known product that is Close-Up toothpaste, Vaseline lotion, Dove soap etc.
These products shows the diversity of Unilever company. Because of best strategy in the consumers
goods they acquired Best Food in 2000.
Price:
Unilever adopt a wide rage of price for their products and it is based on the diversity of their
products. There are some pricing strategies which followed by the company for their consumer's
goods such as Market Printed pricing, Premium pricing fir selected goods or product bundle pricing
for those goods which commonly sold by the organizations. Unilever uses competitive pricing to
determine the appropriate price for the products. For their products such as Dove, Unilever follow
the premium pricing where price is high in comparison to other products. Occasionally they offer
bundle prices where they set bundle of products with discounted price. Pricing of products also set as
per the targeted market or consumers.

Place:
Unilever target the customers on the basis different places so they select the mode which helps them
to make their products available to the consumers. Retailers, Kiosks and Stores are the places where
customers can buy Unilever's products. Retailers are the primary place of distributing goods for
example Walmart which is the responsible channel to distribute consumer’s goods. Company
occasionally use the Kiosks where they directly introduce products to the consumers by using
personal selling. Unilever collaborate with various retailers in order to increase the reach of their
goods to the customers. Business also offer their products by using stores where they use their
subsidiary company Ben & Jerry's.
Promotion
Unilever promote their products on high level because of high competition in the consumer goods
market. Promotion include the various strategies and tactics which used by the management in order
to increase the demand of their products through targeting customers. Unilever follow the various
promotional strategies such as advertisement which is an primary method, personal sales, public
relations and sales promotion. Company give their advertisement by using television or online
mode. Occasionally they use sales promotions by using bundle of goods such as 4 pack of Dove on
price of three. By using public relation, Unilever enhance their corporate image which maximise the
demand of consumer goods.
Global Business Environment
REFERENCES
Books & Journals
Bakopoulos, V., Baronello, J. and Briggs, R., 2017. How Brands Can Make Smarter Decisions in Mobile Marketing: Strategies for Improved Media-Mix Effectiveness And Questions for Future Research. Journal of
Advertising Research. 57(4). pp.447-461.
Hasan, M. M., 2015. Marketing Analysis of Unilever. Total Quality Management. 11. p.13.