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

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