Marketing Mix of Unilever: A Comprehensive Analysis

This report provides a comprehensive analysis of the marketing mix of Unilever, covering the seven factors of the marketing mix: product, price, place, promotion, people, process, and physical evidence. It also includes a SWOT analysis and Porter's Five Forces analysis, along with recommendations for the management of the organization.

Contemporary
Issues in Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
Marketing mix of Unilever..........................................................................................................3
Recommendation.........................................................................................................................8
CONCLUSION ...............................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is related to those activity which is conducted by the management of organisation to
promoter their product and services in the market. Marketing is the most important aspect of
modern day business because it stimulate the demand of product and services in the market. It is
very important for the management of organisation that they develop effective marketing
strategies so that the organisation can be able to deal with the competition in the market. There is
a cut throat competition in the market and many companies are working in the same industry
which has created price war in the market. Marketing is the only option which protects the
company from the extensive competition of the market. There are different tools and techniques
are present in the market which has used by companies to conduct a marketing of their product
and services such as advertising, sales promotion, publicity, social media and many more. The
organisation which is chosen here to demonstrate this report is Unilever plc which is well known
and multinational organisation of United Kingdom. This report states brief discussion related
marketing mix and other key theories of marketing.
TASK
Marketing mix of Unilever
It is related to those framework which is used by the management of organisation for the
promotion of their product and services. There are seven factors are present in this framework
such as Product, price, place, promotion, people, place, process and physical evidence. All these
factors plays a important role in the success of marketing strategies so it is the duty of the
managers of organisation that they effectively develop their strategies on the basis of these
factors. The management of Unilever are the most dynamic management of the world which has
developed effective strategies and the brief discussion related to the same are given below.
Product
It refers to those factor of the organisation which is provided to the customers I exchange of the
price or amount. Product is one of the most important and valuable aspect of the company and
the success and failure of the organisation are depend upon their product and services. The
management of Unilever has conducted their business in consumer goods industry of the market
offer multiple range of products and services in the market. Unilever has huge range of products
which came under the heads such as food, refreshments, home care and personal care. There are

different type of personal care products are offered by the company such as mayonnaise, breads
and many, the personal care product of the company includes range of soaps, toothpaste and
many more.
Price
It is related to amount of money which the management of company has charges from their
customers in exchange of their product and services from the market. The pricing strategy of the
company are one of the most important and critical process of the company which has great role
on the success of the product in the market. The management of Unilever has used three pricing
strategies in their business which are Market oriented pricing strategy, premium pricing strategy
and product bundle pricing strategy. The market oriented pricing strategy helps the management
to deal with the competitors in the market because company offer their product in the market at
competitive prices. The premium pricing strategy of the company helps them to earn huge
revenue and product bundle pricing strategies helps the company to sell their product in whole
sale quantity. It is very important for the managers that they regularly evaluates the changes in
the market and make considerable changes in their marketing
Place
This factor of the marketing mix is related to the physical market and area where the business
organisation has operated their business. The management of Unilever has operate their business
in many countries of the world which makes huge revenue from their operations. The
management of the Unilever has developed effective strategies for analysing the target markets
from the world. The development of effective distribution channels in the market are also the
part of this factor. The management of the organisation has developed effective distribution
channels in the market so that they can provide right product at right time. The management of
Unilever has developed three point of distribution in the market soi that it becomes easy for them
to provide their product to their customers.
Promotion
It is related to those factor of the company which is used by them to promote their product and
services in the market. It is very important for the management of the organisation that they
develop effective promotional strategies so that they become able to pursue their effective and
efficient marketing in the organisation. There are different types of tools and techniques are
present in the market which can be used by the management of Unilever such as advertising,

sales promotion, publicity, social media and many more. The management of Unilever has used
television marketing in their organisation which has provided huge number of customers to the
company. Social media marketing is one of the most valuable tool of marketing which makes the
marketing framework of the company more competitive and valuable.
Process
It is related to the technique used by the company in the production of goods and services in the
organisation. It is very important for the management of the organisation that they used those
technique in the process of production and makes them able to develop quality product in the
market.
People
It is related to the workers and employees working in the organisation. There are large number of
employees are working in the organisation which has different needs and desires. It is the duty of
the managers that they satisfy these needs and desire.
Physical evidence
it is related to those thing which reminds the customers of the company after some time.
It is important for the management. It is important for the managers of Unilever to provide these
things to their customers.
The SWOT analysis is basically what a company have strength in the management to compete
the competitor in the market. Weakness is what company have weak point in the company which
may arise problem in future in the market. Opportunities is what company have opportunity to
have a large share in the market and growth of the company. Threats is what company have to
face a problem by the impact of external factor in the future in the market.
SWOT Analysis of Unilever
Strength of TESCO
 It has a large number of product in different sector in the market. It provide the good
quality product to the customer. It covers the huge number of customer by this it can
compete in the market.

 The Unilever make changes in the product according to the technology and need of the
customers.
 The Unilever has Patent and Patent Licence Agreement in the market for different sectors
of the product. The company's patent will increased and it helps the company to survive
in the market for long run and generate profits.
Weakness of TESCO
 The Unilever has to suffer problem in the market because in the market there many other
companies open like Unilever company which provide substitute product with the his
patent of the company.
 The Unilever company has generated revenue moreover 45% from North America in
U.S., Canada and Mexico. if any political or economic changes is done in this then
company has to face heavy losses in the future.
 If someone file a sue on the product of the company and it proved justice in the court.
then company has to face a big loss in brand image in the market and financial sector in
the market.
Opportunities of TESCO
 The Unilever company has doing research and development on regular basis so that they
become to know the needs and wants of the market and they manufactured the product
accordingly.
 The company's management has to innovate his existing product or make new product
according to the needs and wants of the market and customer. To sustain in the market
and compete the market.
 The company has to develop new technology for manufacturing of the product so that
they achieve the objectives effectively and efficiently.

 It is very important for the company in present to analyse the opportunities in the market
for the future development.
Threats of Unilever
 The company has to face a problem in future in economic and political factor because
they have to make changes according to changes in economic and political factor then the
company has to face the loss.
 The Unilever company product may not be used every where because some place have
winter season places and some have hot season places so that product is used only where
it is suitable to it season only.
 The Unilever company do production and exploration if any damages is occur in future
then the company has to face big loss because it production stop.
PORTER'S FIVE FORCES Analysis
It is related to framework of the company which is used by the company to develop effective
strategies in the market to deal with the competition. There is a cut throat competition in the
market which negatively impacts the profit margins of the company. There are five forces are
present in this framework which is required to be evaluate by the management.
Competition in existing market: There are different types of companies are operated in
the same industry such as ASDA, Sainsbury and many more which creates stiff
competition in the market. There are only few companies are present in those market
where the Unilever has operate their business so the force is low
Threat of new entrant: The threat of new entrant are always the big threat for the
management as the new player has get the new and innovative product in the market. The
threat of loss of customer base are very big in this department. The market of United

Kingdom are very flexible for the new entrant so it becomes very important for the
management of Unilever that it is the duty of the managers of the organisation that they
develop effective strategies for business.
Bargaining power of supplier: The bargaining power of the suppliers are very low in
the management of the Unilever as they have large of number of suppliers are present
with the organisation.
Bargaining power of buyers: The bargaining power of the customer of Unilever are
low as there are only few organisation are present in the market.
Threats of substitute products or services: There are some companies are present in
the market which has provided similar product to the company which has negative impact
on the company.
Recommendation
 It is recommended to the management of Unilever that they have used new and advanced
technology in their organisations so that the large number of customers are attracted
towards the organisation.
 It is recommended to the management of Unilever that they used effective process in
their production so that it becomes very easy for the management to develop quality.
CONCLUSION
It is concluded from this report that it is very important for the management of the organisation
that they develop effective marketing strategies for the business so that the company becomes
able to deal with the competition in the market. This report concludes brief discussion related
marketing mix and other key theories of marketing.

REFERENCES
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