Marketing Principles of Unilever: A Study on Marketing Mix, Rationale of Marketing Decisions, Segmentation, Targeting and Positioning

Sales and marketing
1

Table of Contents
INTRODUCTION........................................................................................................................ 3
Task.......................................................................................................................................... 3
Marketing principle of Unilever (marketing mix).................................................................3
Rationale of marketing decisions.........................................................................................6
Segmentation, targeting and positioning of Unilever..........................................................9
CONCLUSION.......................................................................................................................... 10
REFERENCES........................................................................................................................... 11
2

INTRODUCTION
Marketing is related to those process under which the organization try to increase the demand
of their product and services with the help of different marketing tools and technique.
Marketing is one of the most important aspect of the present business because it helps the
organization to develop effective strategies to achieve competitive advantage in the market.
There is a cut throat competition present in the market under which many companies operate
their business in same industry and creates price war in the market. The impact of price war
has negative impact on the profit margins of the company. It is very important for the
management of the organization that they develop effective marketing strategies in their
organization so that they can deal with these type of competition in the market. This report is
based on the company called Unilever plc which is one of the biggest companies of the
world. This report states brief discussion related to the different principles of market under
which all the factors of the marketing mix are clearly defined. It states brief discussion related
to rationale decision taken by the organization in regard to the marketing and also the
description related to segmentation, targeting and positioning.
About the company
Unilever plc is a British multinational organization which deals in consumer goods industry
of United Kingdom. All the decision of the company is taken from them headquarter which is
situated in London, United Kingdom. The management of the organization has provide
diversified product range in the market such as home care product, skin care and many more.
Unilever was founded in the year 1929 by the merger of Dutch margarine producer
Margarine Unie and British soap maker Lever brothers. It is one of the most successful
merger of the world. (Neeli,2020)
Task
Marketing principle of Unilever (marketing mix)
Marketing mix is related to those frameworks which is used by the management of
organization to advertise their product and services on the basis different factors. There are
seven factors are present in this framework such as product, price, place, promotion, people,
process, physical evidence. It is very important for the management that they actively
analyses all these factors so that the company can develop effective marketing strategies and
becomes success in their marketing plan. The management of the Unilever is one of dynamic
3

management which always try to invent new strategies of marketing and the brief discussion
related to marketing mix of the same are given below:
Product
It refers to those factor of the marketing mix which is related to the product and service of the
organization which they offer their customers in exchange of money. The product is one of
the most important aspect of the organization in the market because the success and failure of
the organization are depending upon the growth of the product. It is very important for the
management of the organization that they analyze the needs and preference of the customers
and then develops the product according to the needs of the customers so that the chances of
failure can be minimize. The management of the Unilever has offered diversified product
range in the market such as skin care, beauty care and home care products. All the products
of the company are of good quality and offered at reasonable cost. (Nasiri, Deymeh, and
Miandoabchi, 2021)
Price
It refers to those factor of the marketing mix which is related to the amount charged by the
company from their customers in exchange of their product and services. The pricing strategy
of the company is one of the important aspect because the success of the product in the
market are depend upon their price. It is very important for the management of the
organization that the develop effective marketing strategies so that the product becomes
popular in the market. The management of the Unilever has conduct deep research of the
market to develop their pricing strategy so that the possibility of failure can be minimize.
There are three strategy of pricing are followed by the management of the organization such
as market oriented pricing strategy, premium pricing and product bundle pricing strategy.
Place
It is related to the actual place or market where the business organization has operated their
business. The place of the business plays a major role in the success of the organization so it
is very important for the management of the organization that they analyze various potential
markets and positioned their product. The distribution channels are also covered in this
section. It is essential for the management of the organization that they develop effective
distribution channel so that the goods and services of the organization reached at right place
at right time. The management of Unilever has developed three point of distribution which is
used by them to distribute their products such as kiosk, retailer and stores.
Promotion
4