Marketing Report: Examining Unilever's Branding Approaches and Marketing Mix

This report examines Unilever's branding approaches and marketing mix, focusing on the 4P's. It discusses various branding strategies that can be adopted by Unilever, including personal branding, product branding, corporate branding, service branding, co-branding, online branding, and no-brand branding. The report also analyzes Unilever's current marketing mix, with a focus on product and place, and provides recommendations for improving the company's marketing strategy.

Marketing report

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Based on their branding approaches and positioning, examine their current marketing mix
focusing on the 4P’s.....................................................................................................................3
Provide recommendations on how Unilever Company can improve its marketing strategy......5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing-management is the organizational culture or discipline that focuses on the practical
implementation of the market orientation, methods and the techniques inside the enterprises and
the organization(Deepak, and Jeyakumar, 2019). This also focuses on the management of the
firm's activities of the management and the resources of the organization. Marketing-
management focus on the conversion of the potential customers in the actual customers. Unilever
is a multinational company that deals in the consumer goods. It operates with it head quarter in
London. Unilever product line includes the food, condiments, ice cream, cleaning agents, beauty
products, and personal care products. Unilever is the largest brand that includes the Axe/lynx,
ben & jerry, dove, Omo/persil, heart brand ice cream, hellmann's, Knorr, magnum, lux,etc. The
report further will be discussing the branding strategy of the Unilever. The report will be
discussing the branding approach of the company, positioning of the company. Report based on
the Unilever will be giving the brief output of the marketing strategies adopted by the company
and further on the marketing mix will be shown in the context of the company. The report will be
discussing the recommendation for the Unilever's marketing strategies and branding strategies
for the better performance in the near future.
MAIN BODY
Branding strategy in context with the Unilever:
Branding is the marketing practice which helps the individuals to differentiate between the
products and services offered by the business from the other. Branding involves creating the
elements such as mission statement, design and logo which works on consistent basis throughout
the marketing (Marinchak, and et.al, 2018). The Branding is the simple process, there is no
ambiguity and the dissonance in the further concept. For the strong understanding of the
branding, it requires the decent grasp about the business, it also requires the understanding of the
marketing and the human relationship. Branding is a vast concept that is defined by the
encompass-mint that it did not bring much clarity in the subject by itself. “Branding” is often a
perpetual process of the identifying, creating cumulative assets and managing the cumulative
assets. The business of the Unilever is greatly organized in the three main division: foods and
refreshments, beauty and personal care, and home care products. The firm is established in the

India, united kingdom, united states, Netherlands, and china. During the second half of the 20th
century the company is diversified in the making of the products made of oils and fats. This
expanded over the world (Kim, and Moon, 2021). The company made the numbers of
acquisitions. The company shifted its business to the health and beauty products as the foods
business was showing the low growth. So, for the business development and the increases in the
personal revenues of the company have adopted the branding strategies for sorting out the
problem. The Some branding strategies that can be adopted by the Unilever are as stated:
 Personal branding: personal branding describes that it is used for the individual not for
the whole business. This module of branding is used for establishing the person's
character, personality or the work as brand. The persons like celebrities, thought leaders,
athletes and politicians use this branding method to represent the best of them. Personal
branding is used to influence the people by positioning them as the authority in their
respective authority in the industry, it also elevates their credibility (Park, 2020). This
also differentiate them from the competitors and to ultimately advance their career. The
important factors of the personal branding are: expression, emotion, expertise,
engagement and interestingly everything else. The factors involved in the personal
branding are: discover, integrate, creating content and engage. By adopting this branding
strategy the Unilever can make it business successful using the main elements of the
branding model like authenticity, point of view, showing up consistently, expertising,
networking in the markets, and storytelling.
 Product branding: This is one of the best and the most popular type of branding
strategy. This strategy focuses on the producing a single product on distinct and
recognizable value. By providing the essential designs and logos on the product
packaging can easily help the business of the Unilever to make their products unique and
easily accessible for the customers to identify the product (Parsons, and Lepkowska-
White, 2018). By using this method of branding Unilever can create its new identity in
the market and can make their products stand-alone in front of their competitors. This
branding strategy can help the business of the Unilever to develop the brand image and
customer loyalty. Organization can use the tag-lines, slogans, visual elements logos as
well as the social media pages and other social media platforms to advertise their product

in the market. It will help them to determine the differences between the products of
Unilever and products of their competitors.
 Corporate branding: This is the best branding strategy for the business like Unilever as
it helps the business to grow and present itself in front of the world and in front of its own
employees (Sutama, and Prasiwi, 2022). By using the corporate branding strategy the
firm can grow its business and can achieve the company's mission, personality and the
main core value, in the perspective of the different elements of the business like
customers, past customers and the current customers. By doing the corporate branding the
business can identify its own image and identity in the market and the way it is being
presented in front of their targeted customers. The company's brand typically represents
the value of the company and the brand voice and the message that company wants to
deliver in the targeted market that helps the company to grow its business. This is the best
suitable branding for the business of the Unilever. Corporate branding can help the
business to be consistent in the collateral way and as well as in the digital marketing
channels and marketing campaigns the company can create its brand value. By becoming
the corporate brand Unilever can position itself in the fields of their business apart from
their competitors.
 Service branding: The needs of the customers are leveraged by the service branding
method. Unilever can use method of branding to provide satisfactory service to its
customers as its aim is to provide people excellent services by adding value in the goods.
This particular strategy of the business can help the business of Unilever by providing
services in the form of products that can uniquely optimize the reach and the sales
(Eugenio-Vela, and et.al, 2020). The company by using the service branding technique
makes it contribute towards the value creation and economic growth of the company, but
unlike products are tangible and the services are intangible. Unilever can use the branding
service technique like the logo designing, brand messaging, brand positioning, style
guide, social media branding, and the brand voice to support the business to grow on the
rapid pace. By using the brand servicing model the business of the Unilever can built up
the brand equity and can increase the brand awareness and brand meaning.
 Co-branding: This branding method is used to connect the companies together. Co-
branding technique is to be used by the Unilever when it wants to do partnership with the

two or more businesses. This can help the firm to impact the brand positively and it will
result in the growth of the business and the brand awareness. This will also help the
business to break in to the new markets. The co-branding strategy will help the business
to encompass various different brand collaborations with involving the two different
brands of the different company. Firm can use the different branding strategy like
ingredient branding, same company co-branding, joint venture or the composite co-
branding and also the multiple sponsor co-branding. By using the co-branding strategy
the company can combine the strength of the different brands and make the business
grow. The firm will experiencing the various advantages by adopting the technique like
brands will be able to share the risks, big amount of sales incomes, joint advertising can
be done by the brands as it will give the wider scope to the business. This strategy will
also provide the technological advancement benefits to the company. The branding
technique will help in the utilization of the two or more of the brands to name a new
product. The brands with the ingredients help the organizations to achieve the main aims.
Under this branding the brand pairing and the products should be kept in the mind.
 Online branding: The other name for this branding is the internet branding, which helps[
out the business to position themselves in the online markets. The things that comes
under the online branding are the company's website, social media platforms, blogs of the
in context of the company, and other various online material. Most of the big companies
use the internet branding in the modern era of development. By adopting the online
branding strategy the company must focus on the competitiveness amongst the
competitors (Seraphin, and e.al, 2018). Branding for the growth of the business in
affectively important for the advancements of internet. This branding technique will
provide the firm brand loyalty in the market, as people will be able to see that what all
brand can do, and they will remain constant towards their brand. The company can
position itself under the online branding and the set of the customers will give their
contribution towards the organization on the basis of the experience they have in the prior
communication and the services they have experienced in the organization.
 No-brand branding: Minimalist form of the branding is the other name for the no-brand
branding. These technique focuses on the products rather than the other things for their
branding in the market. This idea of no-brand branding is to save the money for not

advertising and not to deliver the similar quality of products and the services at the lower
prices. In this branding strategy the brands become popular and people trust their
services. This competes with the brand value of the brands in the local markets and the
strong brands in the market. This includes the product produced by the firm in the way
that the generic goods which are not associated with the brands. These products are
mainly low quality products (Byrd, 2018). The products also have the low value as they
are not affiliated to the brands which can guarantee them the quality and the durability.
The business can appeals up with the unique group of the consumers who are ready for
the alternative of the traditional branded products.
Based on their branding approaches and positioning, examine their current marketing mix
focusing on the 4P’s.
Marketing mix is a type of tool used by the organizations for promoting and selling the products
and services into the target market.it is the process in which the product is positioned and sell at
the right time, at the right place and to the right cost. The products and services of the company
sell into the market based on the marketing approaches and promotional strategies (Borden,
2019). The marketing mix is a great strategy used by the companies for creating right plans for
marketing and implementing those strategies by the help of tactical planning. There are four
major components of marketing mix and which are product, price, place and promotion. All
these elements are interrelated with each other and are beneficial for each other.in the Unilever’s
marketing mix approach the two elements are most significant and which are product and place.
Still the promotion and price element of the marketing mix strategy of the Unilever Company
helps in making the profitability.
Unilever’s Product: At present Unilever company is delivering almost four hundred brand
across the world. This element will focus on the output provided by the company and this is
known as Product mix. There are multiple products offered by the company like food items,
beverages and ice creams, home care and personal care.in the food category the company include
best foods mayonnaise, sandwich spreads as well as sauces. The refreshments include heart
brand ice cream and brook bond tea. Under the home care category the unilever company sell
detergent powders and dishwashers. Shampoo, face wash, soap and body lotions comes under the

personal care category (Thabit, and Raewf, 2018). This shows that the company uses the concept
of diversification in the product mix element of marketing mix strategy.
Unilever’s Place: this involve the venue or places where the company is selling their products.
The Unilever Company is selling their products in various places like retailers, kiosks and
multiple stores. Retailers are the most common place of selling the products like Walmart is one
of the example for delivering the products of the company. Unilever also sell products in stores
like Ben & Jerry. Unilever also use kiosks for selling the products directly to the customers.
Unilever’s promotion: this is the third element in the marketing mix strategy of the Unilever
Company. Promotional strategy is used for increasing the brand awareness of the product and
also for increasing the sales. Overall this helps in expanding the profit margin and productivity of
the organization (Hanaysha, Al Shaikh, and Alzoubi, 2021). The Unilever Company uses many
tactics for promoting the products like advertising, sales promotion, public relations, personal
selling and direct marketing. The company promote their products by the use of social media or
advertising the products on social platforms. One of the best promotional strategy used by
Unilever is they sell package of three with the Dove soap at a discounted cost. The company also
sell their products by using the concept of buy one get one free and this highly influence the
customers for purchasing the products.
Unilever’s Price-pricing strategy is one of the most important strategy of the marketing mix and
it is the cost provided by the customers for buying the products. There are three types of
strategies used by Unilever Company and which are market oriented pricing strategy, premium
pricing strategy and product bundle pricing strategy. For example for the soap like dove the
company chooses premium pricing as compared to the competitors and sometimes sell products
in a bundle at a discounted price (Zafar, and Habil, 2020). The company always choose the price
of the products as per the customers’ needs and the aim of the company is to provide quality
products with the most reasonable and affordable prices.
Provide recommendations on how Unilever Company can improve its marketing strategy
A marketing strategy is defined as a strategic planning for achieving the goals and meeting the
objectives of the organization by understanding the needs and requirements of the customers and
creating a unique and justifiable competitive edge. The marketing strategy in the company
decides everything from who your customers are and what tools are required for reaching to the

customer’s .marketing strategy is all about connecting with the customers and provide the way
for the products and services. Having a good marketing strategy within the organization helps in
keeping track of all the marketing related activities (Morgan, and et.al, 2019). Marketing strategy
helps in defining many factors of the company like target audience, value proposition , product
mix , brand messaging , promotional initiatives and content mareking.by creating a good
marketing strategy in the organization the company is able to provide a direction to the business
and supports in having a synchronization with the customers, developing right products for the
customers and determining how the company is communicating the information about the
products and services to the customer base.in the same way the Unilever also have a very good
marketing strategy that helps the company in growing the business in a more effective manner.
Unilever is considered to be the top five most valuable companies in India and have made
itself as one of the most loving brands by the customers across the world. The reason behind the
success of Unilever Company is its relationship with the middle class standards and old
fashioned spirit (Reza, 2020). The marketing Strategy of the Unilever Company is “A brand with
purpose” which means the company used to participate the international strategies with the local
community for influencing and attracting the customers. The Unilever Company also focus in
communicating with the customer for the promotion of the products like in the Surf Excel the
tagline used is “dirt is good “and represented this in multiple ways. The Unilever Company have
been using the sustainable living plan from last ten years and this becomes a game changer for
the company. Unilever focus on gender equality and in 2020 the company offer job to 50%
female staff employees which was earlier 38%.the company is considered to be a customer
centric business strategy by diversifying its products in multiple ways and also taking initiatives
in the research and development in the product's development. The company is creating a
successful marketing strategies by setting definable goals of the business, by identifying and
researching the target market like knowing the market size, trends, competitors and customer
behaviour, by focusing on the 7P’s which are product, place, promotion, price, people, packaging
and process, by developing the plans of the product, by identifying the benefits, by crafting the
messaging and positioning and the last one is by defining the marketing mix(Mothersbaugh, and
et.al, 2020). The company can create a very good and efficient marketing strategy by following
the above steps and can make the company more productive and growing.

On the other hand there are some recommendations which have to be followed by the
Unilever Company for improving the marketing strategies. In this competitive environment
every company is fully dependent on the technology factor as by the help of technology it
becomes very convenient for the companies to promote their products and therefore increasing
the sales. There are some technological recommendations that can be adopted by the company
for improving the marketing strategies.
 The company can use the concept of digital marketing for promoting and advertising
their products like search engine optimization, video marketing, promoting products on
social media, email marketing and many more. The company can use Artificial
intelligence for provide end to end solutions to the customers. The digital marketing done
by the members include some incentives for posting the products advertisements on
social media the company can use the social media platforms like instagram, facebook,
and other platforms to develop the business by going online.
 The company can also invest in the Block chain process for tracking the functional and
operational efficiency of the products. This helps in managing the inventories, supply
chain and also build a trust in the company. There are many benefits of using block chain
like compliance management , reduces the need for a internal man , cross boundary
transaction can be easily controlled and offers an end to end responsibility(Nozari, and
et.al, 2021).
 Artificial intelligence is allowing the companies to remove the gaps between the
company and the customers and provides the facility of giving an end to end solution. For
instance the company can provide some chat bots for interacting with the customers and
customers can ask their queries over there and this increases the efficiency and
productivity of the company as well.
 The Unilever Company can provide some online apps for ordering their products and also
the retails can take contact less orders from the app and help them in seeing the fulfilment
of the orders by the help of logistics tie-up and instinctive edges.
 Digitising the stores and building automatic storerooms for the products for revealing the
sizes and making the processes agile. All the process can be done by intellectual data and
analytics by confirming smooth and improved operations.

 The Unilever Company can use many platforms for interacting with the customers like
Indian start-up Gland minds is a platform used for connecting with the customers and this
acts like a two way communication channel between the company and the customers.
This platforms is allowing the companies for leveraging the product knowledge and
generating standards for the consumers (Fu, Yang, and Han, 2021). This platforms helps
the customers in connecting with the customers and provide creation maintenance and
engagement.
 The company can use the big data technology for the storage of the data as it will provide
the business of the company numerous benefits, like: automation, in-depth insights,
identification of the end goals. It will help the company to capture the right data and it
will apply proper analytics for the further assessments of the data. Big data will change
the way that how the firms do business on the data collection and the interpretation
become accessible. Adopting the innovative technology and the constantly emerging
technology will improve the organization's stability and will create ease for the
organization to implement the big data solution.
 The emerging era of the modernization, adopting the robotics in the machines which can
lift heavy will improve the ware house and manufacturing plants. Adoption of the robots
are beneficial in the numerous ways as they are programmed to do repetitive activities
and the time taken by them for the completion of task is less than compared to the human
labour. After the pandemic, the demand of the robot in the workplace have increased and
the business of the Unilever to grow on the rapid pace and the business will experience
the strong growth after the pandemic. The outcome for this will be increase in the
produced products and the industry should need to be creative to meet the demand.

CONCLUSION
The report have concluded that marketing management is one of the very important concept used
by the companies for increasing the productivity, growth rate of the organization. For increasing
the efficiency of the company there are some marketing mix strategies in which the company set
some tactical plan for selling the products into the target market. The Unilever company also
have a very great Marketing mix strategy which focus on the four basic elements like product,
price, place and promotion. By acknowledging the marketing mix the company is able to sell the
product at the right time, to the right people, at the right place. The report have also discussed all
the branding strategies of the Unilever Company and how the company is positioning themselves
in the target market. For sustaining in this competitive environment it is very essential to have a
good marketing strategies for selling the products and advertising them to the customers. Some
technological based recommendations have also been illustrated in the report in order to improve
the marketing strategies of the Unilever Company.

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