University of Suffolk MBA: Marketing and Management Report - Unilever

This report provides a comprehensive analysis of the marketing strategies employed by Unilever for its Alberto Balsam product. It begins with an introduction to Unilever and the product, followed by an examination of Alberto Balsam's market position, including a brand positioning map and an analysis of its segmentation, targeting, and positioning (STP) strategies. The report then delves into the product life cycle and offers recommendations for the brand. It further explores the marketing communication strategies utilized, such as brand and customer alignment, advertising, public relations, sales promotion, internet marketing, and database marketing, with corresponding recommendations. The analysis extends to cross-functional activities within Unilever and examines the company's generic strategy, including market penetration, product development, and market development approaches. The report incorporates Porter's five forces model and marketing concepts to provide a holistic understanding of the product's market dynamics, concluding with a summary of key findings and recommendations.

MARKETING AND
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Running Head: MARKETING AND MANAGEMENT 0

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Table of Contents
Introduction......................................................................................................................................3
Market position................................................................................................................................3
Map of brand positioning.............................................................................................................4
Segmenting-targeting-positioning...............................................................................................4
Segmentation...........................................................................................................................4
Targeting..................................................................................................................................5
Positioning...............................................................................................................................5
Product life cycle.........................................................................................................................5
Recommendations............................................................................................................................5
Marketing communication strategies...............................................................................................6
Brand alignment...........................................................................................................................6
Customer alignment.....................................................................................................................6
Advertising..................................................................................................................................6
Public relations............................................................................................................................7
Sales promotion...........................................................................................................................7
Internet marketing........................................................................................................................7
Database marketing.....................................................................................................................7
Recommendations............................................................................................................................7
Cross-functional activities...............................................................................................................8
Unilever's generic strategy...........................................................................................................8
Market penetration...................................................................................................................9
Product development...............................................................................................................9
Market development..............................................................................................................10
Conclusion.....................................................................................................................................11

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References......................................................................................................................................12

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Introduction
Unilever is a British-Dutch customer goods organization. This organization has headquartered in
London. This was founded on 2 September 1929. This organization provides many good
products and services to its customers. In the following discussion porter's five marketing models
has been applied to identify the market situation for product Alberto balsam of Unilever. The
following discussion also covers marketing communication strategies, cross-functional activities,
and an intensive strategy of growth. Unilever has the product concept for Alberto balsam that
belief the most important priorities for the customers are functional characteristics and quality.
Unilever always believes in the product concept to review the needs of customers and execute
changes efficiently as quickly as possible (Peter, 2016).
Market position
Alberto balsam has a good strong culture in the UK. This product is also known for having a
wide range of fruity and fresh fragrances. This product includes a selection of conditioners and
shampoos, products of styling (Sparham, 2011). This product of Uniliver is a leading brand and
delights customers. I have chosen the porter's model and concepts to analyze the current
marketing position of Unilever product Alberto balsam.
Map of brand positioning
This is a visual method that presents the situation of the product. An organization like Unilever
uses perceptual mapping to know the product situation.
High Quality
Thierry Mugler Alberto balsam
Low price High price
Harmony Low quality

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The current market position of Alberto balsam describes this diagram that presents high price
and high quality. Alberto balsam is a high-quality product of Unilever. This is made of coconut
and litchi. It is a good product and contains has a good position among competitors. This product
has a quality to serve better to customers and provides good result to the skin of customers. It is
made of coconut and has a good result compared to competitors as repair to scalp very fast and
made them smoother, shiny, and strong. The range of Uniliver product Alberto balsam is high as
a compare to competitors.
Segmenting-targeting-positioning
This structure elaborates on the process of market segmentation. It is a frame of market
segmentation and a set of a purchaser in the market are divide according to the variables range.
Segmentation
The segmentation of Unilever product Alberto balsam present the conditions of the market. This
product is based on the segmentation of geographic, segmented in New York, London,
Liverpool, Birmingham, Glasgow, York, and so on. According to the demographic segmentation
of Alberto balsam, it targets all age of people. Male and female both use this product and
includes all occupation like professionals, students, workers, employees of the organization,
visitors, and so on. As per the behavioral segmentation, it has loyal customers and provide good
and high quality to customers by the product and serve the best (Drucker, 2016).
Targeting
As per the segmentation of Uniliver product Alberto balsam, it has a large number of profitable
sections. For increase the sale of Alberto balsam it targets all generation and offers a good result
after the use of the product. It has also added fragrance into products to provide a fresh feeling. It
targets all class of people and continuously works to provide the updated product with a
meaningful environment and deliver a high-quality product that is made by natural ingredients
(Holder, 2016).

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Positioning
Position of the product in each shelve covers a higher percentage of the overall market of Alberto
balsam product. This organization established a wider base of customers that gain higher net
profit and also inform about the expectations, taste, and needs that changes timely. This caters
the growth of the desired market. It uses social media like Facebook, Twitter, and Instagram to
update customers about the product and uses a large number of codes in its strategy to increase
the number of customers. This product is available online in many nations and has increase sale
in recent years.
Product life cycle
The process of the product is moved by many sequences of stages and it starts from beginning to
expansion, maturity and in the last at decline stage. It is known as the life cycle of a product. The
present stage of product Alberto balsam is at a maturity stage as a sale of this product is at large
number and organization is generating a large number of profits and announce to introduce new
products with new quality features and a good result as well (Symonds, 2019).
Recommendations
Unilever continues to introduce a new product to serve good to customers. This organization has
established a new range of product at a discounted rate and attract a good number of student and
earns a large number of outcomes. The organization should use a pricing strategy to keep product
price low and charge less compare to its competitors and attract a large number of customers. An
organization can also use many options like quiz and many more to attract more customers.
Marketing communication strategies
Alberto balsam is one of the leading producers of Unilever in terms of shampoo. This product
has a fragrant smell and an attractive logo. People use Unilever products for softer and smoother
results. This product has special day formula to moisturize the body and leaves a fragrant smell
after the showers. Marketing communication strategy used by the Unilever to reach a target
market by many types of the communication function. Marketing communication strategy
defines all activities to do the market of Alberto balsam. These all include everything from paid

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marketing to relations of media. This have guiding principles that are brand alignment and
customer alignment (Luxton, et al., 2015).
Brand alignment
This organization for Alberto balsam product has built the relationship with the supermarkets to
promote and alignment of product. Channels for this product also includes the same perceptions
to support the brand.
Customer alignment
Unilever has picked the channels for the customers to achieve active customer perceptions.
Unilever for Alberto balsam product target all customers by a method of advertising on platforms
like Instagram. Uniliver is known as a large organization and marketing plan of Alberto balsam
have several campaigns on many channels. These channels combination are social media, PPC,
advertising on radio, print, TV, etc.
Advertising
Unilever uses symbols and advertising images that differentiate Alberto balsam product. This
also creates and maintain equity of Alberto balsam. This is a strength that results in a favorable
image to enhance the awareness of the product and increase the efforts to change opinions and
attitude to generate sales. Advertising maintains the image, attributes, features, and services for
the Unilever and its product Alberto balsam (Catherine, 201).
Public relations
This is also known as a useful function that defines, maintains, and identifies mutually beneficial
relations between Uniliver and the public. That depends on its success or failure. This considers
numerous audiences and uses the method of two-way communication to observe feedbacks and
modify both actions and messages to maximize profits.
Sales promotion

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This is the direct encouragements that deal with extra incentives to increase and accelerate the
movement of Alberto balsam product from producer to customers. This may be directed by the
customer for trade (Martin, 2013). This Alberto balsam product produces more measurable
results than advertising. This also forces Uniliver product Alberto balsam competitors to offer
the same inducement.
Internet marketing
Internet marketing has become a main player for the Uniliver. Internet marketing delivers a new
method of conveying information and produced a new dimension for Alberto balsam. This is the
greatest asset to achieve in the process of information seeking for Alberto balsam.
Database marketing
This is a method of direct marketing of Uniliver product Alberto balsam. This is achieved by
reinforcing and gain transactions of sales at a similar time. This continually updates prospects
lists and identifies customers to develop product packages to improve and develop creative
media strategies to match customer lifestyles (Gregurec, 2011).
Recommendations
Unilever uses many techniques for exceeding marketing of product Alberto balsam and it targets
all generation of customers. It also focuses on marketing communication strategies for
developing public relations at a large number. To develop more engaged relations organization
should use techniques to increase public relations and Unilever can point out the young
generation by distributing brochures and catalogs at college about Alberto balsam with a
discounted offer. It will establish and increase the number of customers.
Cross-functional activities
Cross-functional activities in Unilever is done by a group of people to achieve a common goal
and includes all the members of all team like human resources, operations, marketing, and
finance. This also includes people from all levels of an organization. Companies are structured
by the areas of an organization that is vertical and performs many functions. Unilever has access

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for the services of infrastructure like application, database, portals, and service-oriented
database, IT operations and email that supports organization. Unilever requires a comprehensive
and holistic process to manage the business. This organization should encompass areas and
manage a single process for the set of tasks. Business process management is a focused
consulting process of business for functional or organizational view. This connects systems and
applications of people (Ashford, 2011).
It has cross-functional activities that are included in its generic growth strategy to serve
customers beneficially. These activities will build competitive advantages by satisfying the needs
and preferences of customers. These will ensure the marketing competitiveness for necessary
growth of Unilever that is based on the development of a product that integrates research to
address the needs of the market. This will maintain a suitable mixture of strategies to provide the
surety about the continuing success of Unilever for success in its worldwide operations. Uniliver
generic strategy will directly address the needs of the market and maintain a competitive benefit
in the global customer goods industry that competitive advantage allows Unilever to apply an
intensive strategy of growth that match requirements of the business by supporting growth.
Unilever's generic strategy
Unilever should use Unilever generic approach for competitive advantage. The main
concentration of this strategy should emphasis on characteristics or features that build the
Alberto balsam product stand out beside competitors. Using this strategy organization will attract
customers by designing products. This strategy is aligned with the vision and mission statement
of Unilever that support sustainability and enhance vitality in customer's lives. This strategy will
differentiate the generic competitive strategy to grow and enhance the revenues with high
opportunities for growth. This strategic objective will lead to competitive advantage and
reflected by the strong economic performance in the market of consumer goods (Ritika, 2013).
Market penetration
In this strategy of product, an organization should plan for product Alberto balsam as a primary
strategy to increase the volume of sales to expand revenues and continue the growth of a
business. The personal care market of Unilever should sell Alberto balsam product aggressively.

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This aggressive effort will expand the ability of Unilever to bring more consumers from
competing for home care firms. This tactical objective linked to an intensive strategy that will
grow the business of Alberto balsam product by aggressive marketing in the global customer
good market (Nandakumar, 2011).
Product development
This will be a secondary strategy for the growth of product Alberto balsam. This will be planned
to address the needs of customers. Alberto balsam product will be released by the new fragrances
to address the needs of customers. The new versions of personal care product will enhance and
maintain the market share of Alberto balsam product. This has a link with the Unilever to
differentiate generic strategy for the competitive benefit in the industry of customer goods. This
will include the uniqueness of product Alberto balsam with a strategic objective to grow the
organization by continue innovation of the product. Product development of Unilever is
depended on the marketing mix that includes a diversity of market and products that dictate a
difference in pricing (Svendsen & Mons, 2011).
Unilever's product
This organization expands its customer goods business by the years resulting in a broadening
product mix by composing over 400 products (Smith & Styris, 2019). This organization has a
wide variety of Alberto balsam product. This organization also has a variety of product like
foods, refreshment, and home care.
Place/Distribution
The operations of a Unilever product are a replication of the wide reach of the trade of Unilever
in the customer goods market. One of the biggest retailers of Alberto balsam product is Walmart
and responsible for the distribution of goods. This organization also uses a kiosk to introduce
product directly to customers by utilizing personal selling.
Pricing strategy

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This organization maintains a wide range of price points by considering the diversification levels
of products. This strategy determined the section of the marketing mix. For a product like
Alberto, balsam organization relates moderately high values that relate to the best quality of the
product. This organization offers products in a bundled set of discounted prices.
Market development
This supporting strategy should be used as a supporting intensive strategy of growth for product
Alberto balsam. This will grow the market of this product of Unilever by entering new segments
or market. This can be grown by the supporting activity to address the needs in a specific
segment of the market like infant need. This organization has an important presence practically
for goods segments worldwide. This will support the role of Unilever business product Alberto
balsam. This will create a competitive advantage by the support of uniqueness of the product that
is necessary to successfully enter into the segments of the market. This will enhance the market
of Alberto balsam product by highlight other potential benefits (Gill, 2013).
The following discussion reflects many numbers of opportunities for the Unilever to product
Alberto balsam and must be prioritized in the growth strategies and global development in the
market of consumer goods. The strategies of Unilever will contain the external element of rising
care consciousness among customers. This will be taken by the Unilever as an opportunity to
improve the product. This is also recommended that Unilever must improve the program of
sustainability to address the opportunities regarding the sustainability of a business.
This organization has implied the desired condition to bring a sustainable living in the future life
of a customer as a strategy. This organization has a sound vision to contain the desired situation
of the future for the business. This is compulsory to specify the current position of the market in
the future to guide the development of Alberto balsam product and other products. This
organization should include additional information about the position of market or a role of
leadership in the industry of customer goods. Unilever enlarges vitality to life by-a product that
address customer requirements in personal care. This will satisfy the standards that are necessary
for general strategic approaches. This will add more information to strategically achieve the aims
to add vitality to the life of customers (Steyn & Holder, 2016).

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Conclusion
The following paper illustrates the market position of product Alberto balsam. This organization
maintains its position in the market by using techniques and model of marketing. This
organization also uses strategies for the alignment of products, customers and makes relations
with the public to maintain a good position in the market. Uniliver focuses on the development
of the product by the support of market penetration. Unilever has the production concept for the
Alberto balsam product that belief customers want affordable and accessible products. This
approach is based to enhance the supply and decrease the cost. Unilever for the Alberto balsam
product considers in the theory of publicizing that places the customer in the middle. All
activities are geared for the customers. Unilever has an objective to understand the customer
needs and execute them for the marketing strategy with market research.
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89-96.
Gill, A., 2013. Market of Unilever Product. Journal of Business Management, 66(05), pp. 78-84.
Holder, S., 2016. Targeting Sector of Unilever. Journal of Business Ethics, 36(05), pp. 20-22.
Peter, J., 2016. Unilever. [Online]
Available at: https://www.unilever.com/about/innovation/our-r-and-d-locations/port-sunlight-uk/
[Accessed 22 08 2019].
Smith, J. & Styris, M., 2019. Stages of Product. Journal of Business Management, 09(05), pp.
59-96.
Steyn, J. & Holder, P., 2016. Positioning. Journal of Business Ethcis, 89(08), pp. 59-96.
Symonds, A., 2019. Life Cycle of a Product. Journal of Stratgic Management, 09(01), pp. 63-89.
Ashford, C., 2011. Cross-Functional Activity. International Journal of Business and
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Behuria, P., 2016. Societal Marketing Concept. Journal of Eastern Studies, 10(03), pp. 434-451.
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Betts, J. W., Kelly, M. S. & Haswell, S. J., 2011. Competition. International Journal of
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Marketing Science, 45(03), pp. 377-401.
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Graham, M., 2014. Threats of New Substitute. Journal of Business Ethics, 16(03), pp. 369-373.
Gregor, I., 2011. Database Marketing. International Journal of Business Management, 13(04),
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Annexure
Task Start date End date
Durati
on
Gather information 25-Jul-19 31-Jul-19 6
Preparation of mapping 1-Aug-19 3-Aug-19 2
Segmentation-Targeting-
Positioning 3-Aug-19 15-Aug-19 12
Product life cycle
12-Aug-
19 17-Aug-19 5
Marketing communication
mix
17-Aug-
19 23-Aug-19 6
31-Jul-19
3-Aug-19
15-Aug-19
17-Aug-19
23-Aug-19
25-Jul-19 1-Aug-19 3-Aug-19 12-Aug-19 17-Aug-19
Gather
information Preparation of
mapping Segmentation-
Targeting-
Positioning
Product life cycle Marketing
communication
mix
0
4
8
12
Duration
The above annexure present that I gather the information of Uniliver product Albert Balsam. The
period taken as 25-July-2019 till the 31-July-2019, that is 5 days and it is the mixture of
ingredients used for Unilever to make the product and it presents the current market position of

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product and model has been undertaking for the positioning of the brand and it has taken 2 days.
This model elaborates on the product quality and price of Albert Balsam. The model used is
segmentation, targeting, and positioning its target audience and it consumed 12 days as it is
difficult to understand and took 5 days to understand product life cycle more. This information
present strategies are taken by Unilever and target more customer frequently and information
gathered by the support of the marketing mix for Alberto balsam.