Digital Marketing Strategy for Unilever's Beauty Products

This report discusses Unilever's beauty products and their digital marketing strategy to reach their target customers. It includes a product description, competitor analysis, target customer analysis, marketing strategy objectives, value proposition, marketing tactics, and metrics to evaluate their marketing strategy.

ABS306 ADVANCED
DIGITAL
MARKETING

TABLE OF CONTENT
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. Product description..................................................................................................................3
2. Competitor Analysis ...............................................................................................................4
3. Target Customers Analysis......................................................................................................5
4. Marketing Strategy Objectives ...............................................................................................6
5. Value proposition of the product.............................................................................................6
6. Marketing tactics and some digital channels to achieve marketing strategies objective.........7
7. Metrics to evaluate marketing strategy and some Key performance indicators......................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Digital marketing is a marketing strategy that takes place by digital means that is usually
by internet connected devices. Digital marketing is use by every business for promotive their
products and reach easily to the customers (Desai., 2019). Unilever Plc is British multinational
company located in London, UK. Company deal in consumer good and offer many products.
This report will highlight the beauty products of the company and some digital marketing
strategy. This report includes marketing strategy, and also includes a brief about the products.
This report will have some benefits, features, characteristics etc. of the products and the
competitive advantage of the products. Moreover, this report includes a key competitor of the
product and then analyses how they market their products. This report will also include some
different pricing strategies and then differentiate themselves from competitors. This report also
highlight the target market for the products and some methods to engage and reach to the
customers. And also discuss digital channels are used by the target market. Furthermore, this
report will elaborate some value proposition, market tactic and some key performance indicators.
MAIN BODY
1. Product description
The beauty and the personal care segment of the company primarily consists of the sales of some
of the well known products such as the conditioner, skin cleansing, soap. Hair care, shampoo and
much more other products related to styling. It also includes the products related to the skin care
like the hand, face, deodorants and the body moisturisers.
Characteristics and features of the product
 Most of the people use the fragranced products and in order to develop them the company
requires and use only the high quality of the ingredients that also fulfil the global
standards that are set by the International Fragrance Research Association (IFRA).
 The preservatives that are used in the products of the company keep the things fresh and
new. The company also uses the preservatives in order to protect the products from the

bacteria, moulds and the yeasts. If the company do not uses the preservatives then the
products will begin to smell unpleasant and change its colour or grow into the mould.
 The Silicon is also used by the Unilever company as it gives the silky effect to the hair
conditioners and also provides the smooth feel of the roll on deodorants that are made
only because of the silicones.
 The plastic scrub heads were not used by the company from the year 2014 because of the
relevance to the concerns about the creation of the micro plastics in the lakes, oceans
along with other water bodies (NEZAMOVA and OLENTSOVA, 2021).
 The parabens which is the family of the ingredients used in the form of preservatives in
the products related to personal care. Paraben is also known as the numerous other
different paraben forms from which some can be acquired from the nature.
 The aluminium salts have been used in the products of the company since half a century
because the active ingredient that are present in the antiperspirants helps in controlling
the sweat and the related body adour (Purwanti, 2021).
2. Competitor Analysis
The landscape of the industry of the consumer goods faces a cut throat competition. Most
of the big competitors competes for the market shares across the globe. Some of the names of
these players are the Proctor and Gamble, Johnson & Johnson, Nestle, Colgate Palmolive,
L'OREAL, Mondelez International and the Edgewell personal care. These all companies are in a
tough competition with the Unilever. Similarly, there are also some other companies that faces
the cut throat competition with the Unilever company that are the Tyson foods, JBS, Danone,
Kmberly Clark, Kellog, Henkel, Brasil foods along with the Estee Lauder. These companies
must be taken in consideration by the Unilever at the time of making the competitive strategies
of the company (Man and Yang, 2022).
The generic strategy of the Unilever creates the competitive benefit by the satisfaction of
the requirements along with the preferences of the consumers. The generic strategies used by the
Porter's model of the company are used in making sure that the organisational competitive
analysis is important for the resilience and the growth of the business organisation. When it
comes to the company of Unilever, the competitive benefit of the is totally made on the basis of
the approaches related to the development of the product which also integrate the research for
acknowledging the requirements of the market. Moreover, the Unilever company also maintains

the growth with the help of the appropriate combination of the intensive strategies. The company
also changes its priority related to its intensive strategies related to the growth on the basis of the
condition of the goods market of the consumer. The complete combination of this kind of the
competitive strategy along with the intensive growth strategies it helps in making the continuous
success of the company in the operational activities across the globe. With the help of using the
generic strategy the company acknowledges the market requirements directly and also maintains
the competitive benefit in the consumer goods industry at the global level. This kind of the
competitive benefit also let the company to implement the intensive growth strategies which also
matches the requirements of the business along with encouraging the growth (Kerdpitak, 2022).
3. Target Customers Analysis
The Unilever company have defined some of the principles that help in the
communication strategy with the consumers such as the company is committed in the creation of
the trust with the help of the responsible practices and also with the help of the transparent
communication. This is done directly both to the consumers as well as indirectly with the other
key leaders and the stakeholders. The company is responsible for making sure that the products
are kept in a safe way and that or can offer with the clear information and kind of the risks
related with their application. The company also encourages the rights of the consumers to let
them know about what is in their products along with being transparent in terms of the health and
beauty products, nutrition values and the ingredients of the products of the Unilever company.
Along with that the company also implement some of the channels in the marketing strategy to
reach the target customer such as the product labels, careline phone numbers, websites and the
consumer leaflets in order to communicate with the target customers in an open way. The
products of the Unilever mainly targets the single customer in the market starting from the small
children to the elderly people and in almost each household, one of the five beauty products are
of the Unilever. The digital channels which are being used by the Unilever company in order to
reach out to its customer are the social media marketing such as the Instagram, Facebook and
much more. The company also uses the search engine marketing, email marketing, display
marketing, partner marketing along with maintaining the relations with the public. The Unilever
company has been using their marketing strategies for the purpose of offering the meaningful
insights that has helped them in the determination of the creation of multiple ranges of the
product that they own. The company also has the extensive portfolio of its brands across the

personal care, home appliances and the food. They provide the customer with the different
products according to their requirements and wants (Prabhu, 2019).
4. Marketing Strategy Objectives
There exists a lot of time objectives which are made on the basis of the vision statement
of the Unilever that results in the big and vague objectives. The particular analysis of the
Unilever objectives can assist the managers in answering the queries such as Increase its sales
and profits of the company in the coming next three quarters, increase the sales from the last year
sales by 30% at the same time period by raising the budget of advertising. Increase the sales of
the same stores by 30 percent over a particular time period by implementing the same kind of the
budget of advertising (Madurapperuma and Wijayanayake). The first step in the organisation is
to plan to enhance the marketing objective and the specific objective is to do the market research
along with the competitor analysis through which the company can conclude about the
requirements for enhancing the spending performance of the market by 30 percent. Measurable is
about the 30 percent improvement in the performance and it also requires to figure out the
metrics which it will track on the dashboard. The attainable and the achievable objectives
includes the that if the target of the improvement is there in the company or not. Then comes the
macro targets made by the different segments achievable or not. In case if they are not then the
company is required to revise them so that the targets which are not achievable can not
demotivate the employees. The realistic targets are the ones which are being developed in the
online marketing space along with the physical advertising space that is achievable. The time
based goal setting is about whether the company is able to enhance the results on the marketing
spending in the coming three months. The achievement on the basis of time is complicated as the
company do not want to miss the main or the peak season (Kasemsap, 2018).
5. Value proposition of the product
Value proposition is a simple statement that compact why an individual would select
company services or products. This stands as promised by the company to its customers or the
market segment. The main purpose of value propositions to convince investors, customers or
stakeholders that a business or its services or products are worthwhile (De Mora., 2019). If the
value proposition of the company is unconvincing or weak then it may be lead company in
difficult to attract consumers and investor. Unilever company has positive beauty vision for
planet and people and their proposition is beauty product that not only harm less but also good

for the skin. By their beauty and personal care products they are taking action to operate a
positive changes. They are trying to transform the system that grip people back through
advocating new laws, policies, social norms etc. that will promote health and well-being for the
members of the society. Unilever is saying no to the normal, they challenge narrow beauty
products they are reducing the use of word “normal” over all their personal and beauty care
products. They build a global portfolio and by digital marketing strategy they attract customers
as they offer good quality beauty products. Unilever plc value proposition is to provide of quality
products at reasonable prices. They offer good quality products customers are attracted toward
products and customers are loyal to the company. Most of the ingredients in their personal and
beauty care products come from natural world. Thus, their aim is to not offer less harm products
but also offer good products. Company use 100% recycle bottles over the world, so they use less
or no plastic. They are working on reusable packaging and refillable too. Value proposition is
powerful tool to operate sales and create a customer base. A string vale proposition acknowledge
its target market, provide specific value and connects with customers (Olson, and et.al., 2021).
6. Marketing tactics and some digital channels to achieve marketing strategies objective
It is a set or series of strategic actions or methods drive to promote organization services
and goods. The main aim is to increase sales and maintain a strong competitive product or
services. Marketing tactics includes wide range of actions and strategies that marketing
executives take, by the use of digital platform. Unilever plc use social media marketing,
influencer marketing and email marketing to achieve objective. Social media marketing is very
vast platform by which company can achieve their strategies objective to promote product.
Social media platform is used to create brand awareness and customer engagement there are
many social media platforms such as Facebook, twitter, LinkedIn, YouTube, snap-chart,
Pinterest etc. this digital platform help company to build good brand awareness and company
achieve their objective effectively (Bala, and Verma., 2018). Email marketing is the most
effective digital marketing channel or tools. E-commerce sites and the retail brands such as
Unilever are get lot of success by pushing discounts and seasonal promotions like on mothers
day, birthdays etc. With the email list company stay in touch with their target customers so
company build string customer relationship. Influencer marketing includes partnering with the
influencers such as experts, authority figures, celebrities etc. who have existing audience.
Becoming associated with the popular personality can give a benefit especially with younger

audience. For beauty products are use by the younger and mid age people so such channels helps
to promote products. This type of marketing channels are less expensive so it gives benefits to
the company as well as customers. By digital channel company can easily achieve their market
objective in the effective manner. Unilever plc use such platform to promote their products and
services (Hanlon., 2021).
7. Metrics to evaluate marketing strategy and some Key performance indicators
Marketing metrics are an assessable way to track the performance and it is important
marketing measurement tool for measuring campaigns effectiveness. Marketing metrics are very
important because it helps brands to direct whether the strategies are successful and offer future
success. This helps marketing department to analysis they have achieved their goals in terms of
attracting new customers, sales, awareness, engagement and more. Digital marketing KPI and
metrics are values that the marketing teams used to track and measure the performance of a
marketing strategies. This marketing is use numbers of platforms to promote company products
and services offering and then tracking the result can be challenging and time-consuming. So
there are some KPI to track the performance of the marketing strategy (Hristov, and Chirico.,
2019). Key performance indicator is very helpful to know the actual performance of the plan
such as web traffic, conversion tare, customers acquisition cost etc. Web traffic sources metric or
KIP is used to measure the traffic sources are driving visitors to company website and offer a
comparison of each source. Visits per channel helps to determine most profitability or good
margin market channel. For organic traffic it can be improve or by improving company SEO by
interlinking their websites page and offer helpful content. By such KPI company can track their
performance and then match with the standard one if the performance not match with the
standard then company can take corrective action on time. Customer acquisition cost KPI
measure that how much a company spends to acquire new customers. Monitor social media KPI
as percentage of all follow and visits the monthly trend to understand the benefits of different
channels to company website traffic.

CONCLUSION
From the above report it conceded that the digital marketing is very important for the
company to promote their products and easily reach to the customers. Digital marketing strategy
includes assessment of particular goals that are achievable by online channels. This report
highlight the beauty and personal care products, and this also includes benefits, characteristic and
features of the products. This report also elaborate competitor analysis which involve key
competitors of the products and pricing strategies of the competitors. Moreover, this report
discus the target market of the products and some methods by which company engage their
customers. And above report includes marketing strategy objective (SMART) for the company.
The above report also includes value preposition of the product and marketing tactics and how
digital channel which help company to achieve their objective. Furthermore, report illustrated
some metrics such as Web traffic, Customer acquisition cost etc. to evaluate company marketing
strategy.

REFERENCES
Books and Journals
Bala, M. and Verma, D., (2018). A critical review of digital marketing. M. Bala, D. Verma
(2018). A Critical Review of Digital Marketing. International Journal of Management,
IT & Engineering. 8(10). pp.321-339.
De Mora, F., (2019). Biosimilars: a value proposition. BioDrugs,.33(4). pp.353-356.
Desai, V., (2019). Digital marketing: A review. International Journal of Trend in Scientific
Research and Development. 5(5). pp.196-200.
Hanlon, A., (2021). Digital marketing: strategic planning & integration. Sage.
Hristov, I. and Chirico, A., (2019). The role of sustainability key performance indicators (KPIs)
in implementing sustainable strategies. Sustainability. 11(20). p.5742.
Kasemsap, K., (2018). Enterprise Information Systems and Digital Marketing: Advanced Issues
and Implications. In E-Manufacturing and E-Service Strategies in Contemporary
Organizations (pp. 53-71). IGI Global.
Kerdpitak, C., (2022). Marketing EffectivenessModel of Tourism Business in Thailand. Journal
of Hunan University Natural Sciences.49(4).
Madurapperuma, K. and Wijayanayake, J., Readiness Factors for SMEs in e-Business to Adapt
Digital Marketing in Sri Lanka: A Systematic Literature Review.
Man, M.M.K. and Yang, L.R., (2022). The Future Prospect of Digital Marketing in the
Malaysian Context. International Business Research.15(1). pp.1-72.
NEZAMOVA, O.A. and OLENTSOVA, J.A., (2021). Improving the sales policy of agricultural
enterprises on the basis of advanced marketing technologies. Азимут научных
исследований: экономика и управление.10(3). pp.288-291.
Olson, and et.al., (2021). Business strategy and the management of digital marketing. Business
horizons. 64(2). pp.285-293.
Prabhu, J.J., (2019). A Study of Digital Marketing and Digital Boom for Creating Brand
Awareness: The Importance and Suggestions for Creating a Successful Startup.
Purwanti, Y., (2021). The Influence Of Digital Marketing & Innovasion On The School
Performance. Turkish Journal of Computer and Mathematics Education
(TURCOMAT).12(7). pp.118-127.