Blogging to Communicate: Marketing Communication Techniques Used by Unilever

This report highlights detailed description of the marketing communication technique used by Unilever to communicate with the target audience. It also analyses the importance of communication through blogging behind the success of business. This report helps in analysing the process of segmentation, targeting and positioning. Also the marketing mix strategies of organisation is also analysed in this report.

Blogging to Communicate

Table of Contents
Introduction .....................................................................................................................................1
Main Body.......................................................................................................................................1
Conclusion.......................................................................................................................................5
References ......................................................................................................................................6

Introduction
Marketing is defined as the essential process used by the business organisation in order to
promote and sell their product and services to their target consumers. It involves use of various
marketing techniques in order to make consumer aware of their brand image leading to attract
large number of customers as well as retain them for long period of time (Bărbieru, 2021). Use of
right marketing techniques helps the business organisation to enhance their overall performance
and gain competitive advantages in the marketplace effectively. It also helps company to boost
their sale. For this report Unilever is taken as the base company. Unilever is one of the well
established multinational consumer goods company, focused on offering quality services to their
target customers. It was founded in 1929, having their products in around 190 countries. It has
more than over 400 brands and is considered to be the largest producer of soap around the globe.
This report highlights detailed description of the marketing communication technique used by
company to communicate with the target audience. Also main elements of marketing theory in
context to the way communication is planned, developed and executed by the company is also
highlighted in this report.
Main Body
Marketing is defined as the essential technique used by the business organisation to sell
their products and services among the target audience and make them aware of the products.
Marketing helps the business organisation to enhance their overall performance and profitability
and enables them to gain competitive advantage in the marketplace (Chandra and Maydian,
2021). Marketing helps business organisation to make their consumers aware of their brand
image. In context to Unilever, which is one of the well established and growing organisation
effectively use marketing strategy in order to maintain their position in the marketplace and
continue to gain competitive advantage. One of the essential business strategy considered by the
Unilever is that it combines its global strategies with the local community in order to attract large
customers who are attracted towards product that are globally recognised and has local essence.
In order to effectively determine the marketing activity effectively the organisation can consider
three step marketing framework. In context to Unilever, the STP marketing framework is
mentioned below:
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STP marketing: It is one of the essential marketing framework used by the business
organisation to effective divide their target market (Cheng and Lei, 2021). It is considered to be
essential three step marketing framework used by the company like Unilever in order to divide
their large market into small segment and then effectively target their potential customers,
leading to positioning their offering to each and every segment. In case of Unilever, in order to
smoothly carry their marketing activity company first divide their segment and according to their
segment use the marketing techniques leading to achieve desired goals and objectives. In context
to Unilever, the STP framework is mentioned below:
Market segmentation:
Market segmentation assist business organization to effectively determine and analyse
how it is going to divide its customer base into a smaller segment based on characteristics such
as income, demographics, personality traits or behaviour. It enables business organisation to
effectively divide the target market into approachable groups. In case of Unilever, use market
segmentation to effectively split consumers based on the characteristics in order to optimize
services towards favourable clients by extensive market research. Company focus on certain
segments that company it can serve the best instead of fulfilling the needs of entire marketplace
effectively. The company divides its market segment on the basis of demographic, psycho
graphic segments.
Market Targeting:
After selecting the market segments, next companies work toward narrowing it down by
evaluating possible and commercial attractiveness of each segment rather than the whole
marketplace. This leads to ensuring that products and services reached desired customer base
who will finally buy it. In case of Unilever, the management of company use targeting to identify
potential segment based on age, gender , race, education,etc. Utilizing this information to gain an
edge over their rivals during the creation of a marketing strategy. In addition to this, Unilever
offers wide range of products from personal products, foods and beverages and cleaning products
(Eijkholt, Fisher and Jankowski, 2021). The company targets to satisfy the needs and wants of
each and every individual around the globe and helping them to enjoy life with quality products.
Unilever targets each and every single consumers from small kids to old people.
Market positioning:
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It is used by the organisation in defining the image of the organization in minds of
desired niche customer base with feature like as customer needs, product price, product
application and competition. It enables business organisation to use various marketing techniques
in order to make consumers aware of their product and services as well as brand image leading
them to create strong brand image the mind of the consumers. In context Unilever, practice
market positioning in order to differentiate their brand from the competition through offering
superior services with aggressive pricing that leads to ensuring attracting a loyal customer base
and surge in profitably relative to rivals (Foley and Deocampo, 2021). Unilever uses various
marketing techniques like advertising, social media marketing and blogging in order to create
strong position of brand in the mind of consumers. Blogging helps the company to communicate
with target audience, it is considered to be one of the essential and growing marketing strategy
used by the chosen company in order to share their ideas and viewpoints regarding any new
product and services in a creative and unique way. Blog are the post in written including features
of the product and services posted on various social media platform attracting large numbers
leading to enhance overall performance of the company. Unilever uses blogging technique in
order create strong image of the brand in the mind of the customers.
Marketing mix strategies
The marketing mix is one of the essential marketing strategy used by the business
organisation, which is an set of controllable, tactical marketing tool used by the business
organisation to get desired response from its target market audience effectively. It mainly
includes four elements such as product, price, place and promotion (Jan, Khan and Mehsud,
2021). It helps organisation like Unilever to capture desired market audiences and achieve
desired goals and objectives. In context to Unilever, the various elements of marketing mix are
mentioned below:
Product: It is refers to as the commodity offered by the business organisation to the target
audience to increase their productivity or revenue. Product is considered to be the major factors
which leads the business towards growth and success. Offering quality product helps the
business organisation to gain competitive advantage in the marketplace as well as increase their
customers base. In context to Unilever, company has expanded its consumer goods leading to
wider product mix composed of over 400 brands. The company's wide range of products comes
under the categories such as foods, refreshments, home care and personal care. Company's wide
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range of the products enables them to cater the needs of large number of customers around the
globe. Company's product mix is considered to be the highly diversified targeting the each and
every types of customers from all age group (Khan, and et.al., 2021).
Price: Another element of marketing mix is the pricing, it refers to the value offered by
the consumers in exchange of the product purchased by them. It helps business organisation to
enhance their performance and profitability. In context to Unilever, as per the level of
diversification of the products company considered a huge variety of price points. As per the
market and products the company sets its pricing, it helps them to attract large number of
customers base as well as easily satisfy their needs and wants. The various pricing strategy used
by the company includes market oriented pricing strategy, premium pricing strategy and product
bundle pricing strategy. Setting pricing as the needs and market requirement helps the company
to gain competitive advantage in the marketplace effectively, enabling them to attract large
customers base.
Place: It refers to the physical evidence used by the business organisation to offer
product and services to their target audience. Having proper place helps the target customers of
the company to easily find the company. In case of Unilever, company operates at the global
level which helps in determining the company's extensive reach in the global consumer market.
The main places used by Unilever in order to distribute its products includes retailers, Kiosks and
stores. Retailers are considered to be the primary places of distribution of the company's product.
Also company uses Kiosks to introduce their product directly to their target consumers. In
addition to this company also offers its product through stores. Proper place helps company to
attract large number of customers and enhance their performance in the marketplace (Priya,
Dinakaran and Valarmathie, 2021).
Promotion: The last element of the marketing mix is the promotion, it includes various
marketing technique used by the business organisation make consumers aware of the company's
brand image as well as company's product and services. There are various marketing tools that
can be used by the company to make their visible in the eyes of customers such as Advertising,
direct selling, online marketing, email marketing, blogging and so on. In case of Unilever, the
company uses various marketing tactics ion order to attract their target customers such as
advertising, sales promotion, public relation, personal selling and direct marketing. With the
changing trends and market the company is also effectively focused on using Blogging in order
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to attract their target audience and make them aware of the brand (Riedlinger, Schiele and
Barata, 2021).
Blog marketing id defined as the content marketing strategy which includes using of
blogs to target potential customers directly and individually, leading to get customers loyalty for
their company. This kind of marketing includes use of viral marketing method where a particular
interest group is created based on a blog. It helps the business organisation to directly
communicate with their target audience and create brand loyalty effectively. It is also considered
to be one of the essential mechanism used by the companies in order to engage with their target
audience as blogging is created for the individual allowing company to focus on the individual
for set of customers base. In case of Unilever, the company uses blog marketing in order to
attract their target audience and increase their own performance and profitability. The company
uses social media platforms like Instagram, Twitter and Facebook in order to post their blogs
related to their product and services. Additionally, company also use their own company's
website in order to post their blog. The create team of the company is responsible for positing the
blogs. It helps company to communicate with their target audience and make them aware of the
company's brand image. In addition to this use of this marketing communication technique help
the company to enhance their overall performance and increase their profitability and
productivity as well (Zou and Hyland, 2021).
Conclusion
From the above report, it has been concluded that use of marketing techniques helps the
business organisation to effectively communicate with their target audience and make them
aware of the company's brand image and product and services. It is also analysed that it also
helps business organisation to enhance their overall performance and profitability. Through the
report it is analysed that blog posts plays an essential role in creating awareness regarding the
product and brand image, also helps organisation top effectively communicate with the target
audience. This report focus on determining the importance of communication through blogging
behind the success of business. This report helps in analysing the process of segmentation,
targeting and positioning. Also the marketing mix strategies of organisation is also analysed in
this report.
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References
Books and Journals
Bărbieru, M., 2021. Election campaign and political communication through social media.
Revista de Stiinte Politice, (70), pp.96-105.
Chandra, Y.U. and Maydian, N., 2021, August. Factors Influencing Disinformation on Social
Media: A Systematic Literature Review. In 2021 International Conference on
Information Management and Technology (ICIMTech) (Vol. 1, pp. 287-291). IEEE.
Cheng, J. and Lei, J., 2021. A description of students’ commenting behaviours in an online
blogging activity. E-Learning and Digital Media, 18(2), pp.209-225.
Eijkholt, M., Fisher, M. and Jankowski, J., 2021. Patient Rights to Publicity versus Provider
Rights to Privacy: Striking a Balance When Blogging in the Medical Setting. The
American Journal of Bioethics, 21(7), pp.77-80.
Foley, J.A. and Deocampo, M.F., 2021. Posting Your Thoughts: A Pedagogical Perspective of
Blogging. In Transforming Pedagogies Through Engagement with Learners, Teachers
and Communities (pp. 203-215). Springer, Singapore.
Jan, A., Khan, T.A. and Mehsud, M.I., 2021. GENESIS OF SOCIAL MEDIA AND THE
NATURE OF ITS USERS. Pakistan Journal of International Affairs, 4(3).
Khan, B.U., Wei, S., Shah, S.N.A., Gul, R., Ullah, S. and Mehmood, S., 2021. Role of blogging
in perceived learning and satisfaction of students. Journal of Public Affairs, 21(1),
p.e2120.
Priya, K., Dinakaran, K. and Valarmathie, P., 2021. Multilevel sentiment analysis using domain
thesaurus. Journal of Ambient Intelligence and Humanized Computing, 12(5), pp.5017-
5028.
Riedlinger, M., Schiele, A. and Barata, G., 2021. Emerging Practices in Science Communication
in Canada. In Science Cultures in a Diverse World: Knowing, Sharing, Caring (pp. 91-
109). Springer, Singapore.
Zou, H. and Hyland, K., 2021. A tale of two genres: Engaging audiences in academic blogs and
Three Minute Thesis presentations. Australian Journal of Linguistics, pp.1-21.
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