Applying Marketing Principles in the Global Environment: A Case Study of Unilever

This report analyzes how Unilever applied marketing principles in the global environment, including an exploration and analysis of their marketing mix. The report also provides recommendations for making marketing decisions in an international context.

Applying Marketing
Principles in the
Global Environment
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Background of Unilever.........................................................................................................3
Explore and analyse the 7P’s for Unilever.............................................................................3
How successfully has your organisation applied the key principles of marketing in an
international context...............................................................................................................6
Provide recommendations for making marketing decisions in an international context........7
CONCLUSION................................................................................................................................8
REFERENCES:...............................................................................................................................9
Books and Journals.................................................................................................................9
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INTRODUCTION
Marketing includes the actions of promoting the business and enhancing the sales of the
business organisation. There are various actions that are taken by the marketing department in
order to enhance the brand image of the business (Bonaparte, 2019). This report is based on
Unilever. It is a British Multinational consumer goods organisation with headquarters in UK.
The company was founded in 1929. The principles of marketing help the business to attain
effective position in market. There is evaluation related to marketing mix used by the business
organisation, At the same time, the use of marketing mix in international context is part of this
report. The recommendations based on internal audit are also mentioned in the end of this report.
MAIN BODY
Background of Unilever
Unilever was founded by Lever Brothers branch and Margarine Unie line in 1929. The
business has its headquarters in London. There is diversified product range offered by the
company such as food, ice cream, condiments, cleaning agents, beauty products, and personal
care. Universe is largest producer of soap in the world and their products are available in around
190 countries. There are more than 149,000 employees of the business. The company provides
huge importance to marketing and it helps them to develop the brand image and attract more
customers. It makes the business successful and attain their goals and objectives.
Explore and analyse the 7P’s for Unilever
The marketing mix is set of marketing tools that is being used by company to pursue the
marketing objectives in target market. The marketing principles help to analyse the best strategy
for the company and provide best to their customers (DeLong and Vander Schee, 2022). It
becomes necessary to carry on research related to market and provide the customers accordingly.
The marketing mix is necessary to take all the suitable business decisions and attain objectives
effectively. The marketing mix in respect to Unilever is mentioned below:
Product: The organisation deals in product and service. In regard to Unilever they offer
wide range of products to their customers such as food, beverages, personal care and home care.
The company provides quality products to the customers and this helps to create a brand image
in market. Unilever is largest producer of soap in the world and achieves their targets of sales
effectively. The company alters the products as per the needs and wants of the customers. The
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use of Kotler’s (1967) Product Levels Model will help to understand the different levels of
product offered by Unilever:
 Core benefit: It is the first level in which the products offered by the company satisfy the
basic needs and wants of the customers (Tuten, 2019). The food range satisfied the basic
needs of the customers and provide them core benefits.
 Generic product: These are the general products that have important characteristics.
Unilever maintains high quality to their products and are prefer by the customers.
 Expected product: The customers of the company have some expectations from the
product and the company has to satisfy them. In regard to Unilever, the products personal
care products offered by the company satisfy the expectations of the customers.
 Augmented product: The inclusion of additional features to products of company are
regarded as augmented product needs (Swenson and Rhoads, 2019). Unilever provides
after sales services to the customers and makes the customers loyal for them.
 Potential product: In this case, it becomes important to surprise and delight the
customers. Unilever provides discounts and offers to the customers in order to satisfy
their potential needs. This is necessary to retain the existing customers and to grow the
customer base.
Price: The pricing strategy used by company has direct impact on the sales of business.
Market penetration strategy is used by the company that helps them to offer high quality
products at low price to the customers. Nestle uses mix of price skimming strategy. This helps
Unilever to serve the needs and wants of customers in effective manner and low pieces. It
benefits the company to satisfy the customers in more suitable manner. This makes the business
successful and achieve better position in market. The target market of company is satisfied with
the pricing strategy being used by them and is beneficial for the overall success of the
organisation (Chakrabarty, 2018). This creates value for the customers and they are able to
manage their working in best available manner. Unilever is able to gain lead over the other
competitors present in the market and provide value to the customers.
Place: The area of operations that is being used by the company to reach the customers in
considered as place. In regard to Unilever, the company has their physical stores as well as they
serve the products through online channels. It helps to create better situation for the customers as
they can purchase products from the place that is more accessible to them. If the company will
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not open the stores at different locations, then it will be problematic for the customers to reach
the place. The availability of the products at different location is necessary for the high sale
targets of the company. The presence at different places helps to attract more customers and
make them aware about the products and services offered. Having presence at good place in
important for the overall success. It is seen that, supply chain management of Unilever is
effective and this helps them to manage the inventory in appropriate manner. The company is
able to satisfy the requirements of the customers.
Promotion: The promotional tools used by the company is important for achieving
marketing targets. There are various tools that are used by businesses in order to reach more
customers. In regard to Unilever they use advertising and sales promotion in order to attract more
customers. The company also uses digital platforms in order to reach more customers via social
media, SEO, e-mail marketing etc. This helps them to manage their working in most effective
manner and attain better position in market. Unilever uses promotional mix that includes
traditional as well as modern ways of promotion to attract more customers.
People: There are so many employees that are working in the company and they comprise of
people. In Unilever, there is strategic HRM process that is being used by the company and it
helps them to attain successful position in market (Vatandost, Namamian and Ghobadilemoki,
2021). The company provides proper training to the employees so that there is effective working
condition in the organisation. This helps to manage their working in most suitable manner and
the goals and objectives are achieving properly.
Process: There is a desired process that is followed by the company and it helps them to
attain the goals and objectives. It is necessary to use right process that will help to deliver the
products to the customers on right time. There is key role of supply chain management in the
organisation and using the same for success of organisation. This helps to reach the customers on
time and provide best products and services to the customers.
Physical evidence: The evidence offers tangible cues to the customers regarding quality.
The brand name of Unilever is a prove of quality products provided by the company. The
company has attained good brand image in the market. It is necessary to manage the working of
the business and have proper image (Nosalska and Mazurek, 2019). The services of Unilever
help them to enhance their image in market.
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How successfully has your organisation applied the key principles of marketing in an
international context
Unilever is a multination organisation and has its operations in various parts of the world.
There is key role of following the marketing mix principles in effective manner so that the
business is able to serve the international needs of customers. There is need of serving the
requirements of customers in most suitable manner. Unilever makes alterations in the product
offered by the company as per the needs of international market. The company also follows the
standards followed in international market so that they do not have to face any problem while
operating in international market. The pricing strategy of Unilever is market penetration and
they follow the same in International market as well. This strategy helps the company to serve
the requirements of customers on right time (Jobber and Ellis-Chadwick, 2019). The company
also analyses the economic situation of the nation so that they are able to satisfy the requirement
of customers in effective manner. In case of international marketing (place), Unilever launches
their own stores in international market and also use the option of online delivery of products in
effective manner. It is also important to decide right place for launching the product so that they
are able to reach more customers. The company provides the option of delivery of products at all
the time to the customers (Hashem, 2020). It helps them to engage the customers towards the
brand and serve their requirements at all the times. In case of promotion, Unilever uses effective
channels of promotion. The use of advertisements in local language is done by the company in
order to reach the customers and attract them. There is key role of promotion in attracting the
customers towards the organisation. They use more social media marketing helps the business to
attain better position in market. At the same time, they hire the persons of the international
market. This helps them to understand the needs and preference of the customers. The proper
working of employees is necessary to achieve goals and objectives of Unilever effectively. The
company uses the same process to manufacture the products and provide them to customers. It
helps to satisfy the needs of customers in international market as well (Gbadamosi, 2019). The
brand name of company is being used as physical evidence by the company and assist in
attracting more customers. The company has to analyse the requirements of the customers in
international market and take decisions related to marketing mix.
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Provide recommendations for making marketing decisions in an international context.
Recommendation for making marketing decisions in an international context of Unilever-
 Organisation should prepare the business plans first before entering into the new market
because it gives clear picture about the activities which need to perform in an effective
way.
 Should set a clear objective of the organisation and every individual in the organisation
should work for the same motive.
 Company should research about the market which includes the size of the market, needs
and preferences of consumers, what will be the rules and regulations and trade barriers
that can affect the position.
 Should prepare marketing strategies and budget for executing the plans because
marketing strategies are more crucial for leading growth of the product and attracting the
customers.
 Organisation should choose the mode of entry like through merger or acquisition, through
online platform and direct sales.
 Should offer the product and services which can create value to the customers as well as
for business also.
 Company should have analysed the competitor’s strengths and weakness in order to take
competitive advantage through creating different products as compares to its competitors.
 Organisation should study about the laws, acts and government policies and rules which
are applicable and also should follow them as well.
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CONCLUSION
From the above report, it has been concluded that there is key role of marketing in success
of an organisation. The marketing department of company helps to promote the brand and
enhance the sales of the business. It is necessary to know about the marketing mix strategy of the
company. The company has to manage the working as per the situation of the nation so that
better decisions take place. The company has to make alterations in the marketing mix in
international marketing. In the end of this report, marketing decisions beneficial for the company
and its success are mentioned.
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REFERENCES:
Books and Journals
Bonaparte, Y.L., 2019. Sustainable outcomes of an experiential learning project in a principles of
marketing course. Journal of Global Scholars of Marketing Science, 29(1), pp.7-14.
Chakrabarty, S., 2018. Principles of Marketing.
DeLong, D. and Vander Schee, B.A., 2022. Transitioning to remote teams in principles of
marketing: An exploratory psychometric assessment of team role effects on face-to-
face and online team performance. Journal of Education for Business, 97(6), pp.357-
364.
Gbadamosi, A., 2019. Contemporary issues in marketing: Principles and practice. Sage.
Gbadamosi, A., 2019. Contemporary issues in marketing: Principles and practice.
Sage.
Hashem, T.N., 2020. The Role Of Marketing Engineering Approach In Supporting Marketing
Decision Making: Mediating Role Of Marketing Creativity. International Journal of
Scientific & Technology Research, 9(09), pp.223-230.
Jobber, D. and Ellis-Chadwick, F., 2019. EBOOK: Principles and Practice of Marketing, 9e.
McGraw Hill.
Nosalska, K. and Mazurek, G., 2019. Marketing principles for Industry 4.0—a conceptual
framework. Engineering Management in Production and Services, 11(3), pp.9-20.
Swenson, M.J. and Rhoads, G.K., 2019. Engaging Students in Large Sections of Principles of
Marketing. Business Education Innovation Journal, 11(1).
Tuten, T.L., 2019. Principles of Marketing for a Digital Age. SAGE.
Vatandost, T., Namamian, F. and Ghobadilemoki, T., 2021. Principles of marketing ethics and
Internet banking service strategy based on perceived value of customers. Political
Sociology of Iran, 3(4), pp.1716-1732.
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