Strategic Marketing Management for Unilever's Love Beauty and Planet

Running head: STRATEGIC MARKETING MANAGEMENT
Strategic Marketing Management
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1STRATEGIC MARKETING MANAGEMENT
Executive Summary
Unilever is a British-Dutch company that deals with a vast range of consumer goods. Over the
decades, the company has launched food, beverages, beauty, wellness, cleaning and homecare
products under various brand names. Most of the products that the company offers fall under the
convenience and the shopping goods under an umbrella product namely the Love and Beauty
products. The primary focus of the company has always been to the mass consumer base having
mediocre buying capabilities. However, with changing times the company has been able to
understand the need to launch certain specialty goods to capture the elite consumer base as well.
Hence, the company has come up with a natural range of beauty and wellness products that
targets the millennial consumer base. This report will focus on the possible marketing and
communication strategies that are to be taken in order to capture the new consumer base of the
global market. Moreover, some recommendations have also been given regarding the
implementation of more fruitful marketing strategies. By using the Ansoff matrix, the company
can plan their strategies to increase future growth. In addition to that the company should take up
mobile defense strategy in order achieve constant product upgrade. By applying the model, it can
be understood that the brand needs to come up with the greater market penetration and product
development. The key recommendation made in this report are attracting new consumers as well
as decreasing the competition in the market.

2STRATEGIC MARKETING MANAGEMENT
Table of Contents
Introduction..........................................................................................................................2
Key Theories to Influence Marketing communication........................................................2
SWOT Analysis of Unilever’s ‘Natural’ line shampoo:..................................................2
Porter’s Five Forces Analysis for Love Beauty and Planet.............................................5
Strategic Brand Position Using Ansoff’s Matrix:................................................................6
Strategic marketing Plan Using Defensive Strategies.........................................................7
Recommendation.................................................................................................................8
Conclusion...........................................................................................................................8
Reference:............................................................................................................................9

3STRATEGIC MARKETING MANAGEMENT
Introduction
Unilever is one of the leading companies in the global market of the consumer goods and
businesses. The company has recently launched a new ‘Natural’ line of shampoo under their
brand Love Beauty and Planet. According to the R&D team of the company, the primary aim of
the brand is to attract women between the age group of 18 to 35 ("shampoo", 2018). Moreover,
the brand boasts of their new range of shampoos that have natural ingredients and are completely
vegan. Hence, in order to capture the market and have a successful marketing communication
strategy, certain factors are to be analyzed. This report will analyze new directions for the
product, with the help of SWOT analysis and Porter’s Five forces model. Moreover, a new
strategic brand position is to be identified by employing the Ansoff matrix for marketing.
Key Theories to Influence Marketing communication
SWOT Analysis of Unilever’s ‘Natural’ line shampoo:
As the product is already catching attention of the millennials, a SWOT analysis of the
brand will be helpful in order to understand the strengths, weaknesses, possible opportunities and
threats of the brand.
Strengths:
Unilever, as an organization enjoys global recognition. Over the years, the company has
launched multiple brands under their patronage. The Love Beauty and Planet range of products is
also becoming successful in grabbing the attention of the consumers (Machmud and Sidharta
2014). The following strengths can be seen in the brand’s convenience goods business: