Business Communication Strategies: Analysis and Application Report

This report provides an analysis of various business communication strategies employed by Unilever, a multinational corporation. The report examines Unilever's shift towards digital transformation to enhance customer relationships, emphasizing the importance of digital platforms for reaching a wider audience and improving customer service. It explores how Unilever leverages digital marketing, customer-centric approaches, and e-commerce to boost customer satisfaction and increase its customer base. The report also discusses Unilever's use of promotional offers, media partnerships, and customer service calls to effectively communicate with its customers. The analysis covers topics such as celebrating customer-focused days, utilizing local and global media, forming partnerships with media companies, and providing efficient customer service. The report highlights the significance of internal communication within the organization, including meetings, seminars, and employee motivation. It also references the importance of adapting communication strategies to different cultural contexts and leveraging social networking sites for effective marketing. Finally, the report emphasizes the crucial role of business communication in removing barriers, supporting marketing activities, and motivating employees, highlighting its impact both inside and outside the organization.

Reading Head: BUSINESS COMMUNICATION 0
Management
January 31
2020
This abstract shows different types of business communication
which business uses to communicate with people.

BUSINESS COMMUNICATION 1
Week-1
Business Communication skill used by Unilever is Digital Transformation Talent (Unilever, 2020).
Unilever is the MNC organisation and to become more agile in their business they have now moved
towards digitalisation. Digitalisation helps in building more deep and purposeful relationships with
millions of customers with a short span of time. Today’s generation is known as digital age and to
reach up to them company have to transform their way of working. Unilever also believes in faster
and simpler customer centric services. Not only for communication but for manufacturing,
innovations and marketing also company has adopted digitalisation. Hence, I will also apply this
method in improving my skills and for increasing customer satisfaction. This can also result in
improved communication with customers. This will also lead towards more customer centric
approach through data led marketing and sales models. This type of communication will not only help
company in reaching to their customers but it also helps company in reaching to their associate
partners.
By adopting this process customer base of the company has also increased. And there are several e-
commerce activities which have also increased in recent years. Company has also analysed that
quality of customer service is also improved as personalised solutions have been provided to
customers and customer satisfaction has also increased because of adoption of this process.
Week-2
Unilever is celebrating several days such as Making Purpose day (Unilever, 2020). The importance of
celebrating this day is because consumers are essential part for the success of company. It is also
important to deliver sustainable ambition. By this approach company is trying to communicate with
their customers. By making people aware about different types of day create a sense of belongings
amongst them. I will add this skill for creating better opportunities for having communication with
customers. By this way Company can also advertise their products in market and this can directly
reach to the minds of peoples. As a result sale of that product will increase. Company has found that
marketing and market research forces are responsible for their behavioural changes as they are

BUSINESS COMMUNICATION 2
initiating several campaigns to know the choice and preference of the customers. Company has also
distributed certain advertisement pamphlets and put hoarding by which people can be aware of their
new and existing products. Company choses this mode of communication mostly for remote areas
because there is lack of communication between company and people of that particular area. To
remove that Barrier Company is taking all these major steps.
Company is adopting all these policies to transfer the quality service as well as following the trend
and fulfilling the future requirements or needs of the people. The emotion company wants to deliver
to their customers is high quality experience and for that they are changing their mode of operations.
Week-3
Discount offers are best way to communicate with people and to attract more customers. Company is
giving discount on their products which are used by majority of people. So, that more people can be
attracted towards it and it will create a sense of awareness about company as well. By this way
customers will communicate with company and they will also get to know about the different
products company is dealing in. Creating awareness about discounts or offers is considered to be the
best way to communicate with customers. Hence, I will also preference this approach to communicate
with customers.
Company also launches their discount offers by doing online advertisements. Companies show
advantages of that product which can also attract customers. Because today customers wants product
which can benefit them and they are of good quality. Company also ensures to maintain quality and
they put standardisation marks on labels of the products so that customers can trust on them. And is
they get quality product in fewer prices than other companies it will be a great opportunity for
customers as well as for company to build a relationship.
And if customers are satisfied with the quality of product they will be loyal customers for the
company and this will also increase revenues of the company in future.
Week-4

BUSINESS COMMUNICATION 3
Communication is not only required outside the organisation. It is also an integral part of the
organisation. In organisation communication can be done by many ways such as in business meetings,
seminars, office parties, in motivation of employees and many more. Communication can be done
either in written or oral form. Communication with other employees is also equally important.
Therefore, I will communicate with other employees to build a professional relationship amongst us
as it will also helpful in enhancing teamwork.
Communication in organisation can also be done directly or indirectly. In MNCs there are large
numbers of employees in the organisation and it is not possible for the employer to personally
communicate with each employee so general communication can be done through emails or notice.
But if there is need of motivation among employees managers will communicate directly with
employees or team members to boost their confidence.
In organisation communication is also done through award functions, incentives, bonus or other
benefits. Because if organisation recognize the efforts of their employees and gives them recognition
this will boost up their confidence and it will also give them a sense of loyalty for the company. And
in future also they will work hard to achieve goals of the organisation (Roebuck & Raina, 2014).
Week-5
For effective communication with people company has decided to mix global and local media
(BROWNSELL, 2015). Since Unilever is MNC Company its branches it located in many countries.
And people of every country have different mind-sets and to change their mind set proper advertising
and media coverage is important. Local Medias know how to show the news in market which can
influence the people. And media is the best way to communicate because people of all age groups
watch television and so information about product can reach to maximum number of people.
But it is all about getting the right mix. As Unilever has an international partnership with social
networking sites such as Google, Facebook and Twitter. But there should a twofold strategy required
to reach the right customers. Companies have to keep in mind the beliefs of the people while

BUSINESS COMMUNICATION 4
advertising because it should not hurt intentions of people otherwise it will create a problem of
communication.
Week-6
Business communication can be enhanced by developing partnerships. Recently Unilever has done
partnership with VICE media (BROWNSELL, 2015). This has helped company in gaining lot of
popularity because it is in headlines. And company has also done advisement of their product and they
reach people by saying that they are open for more innovative ideas and ways of learning. By this
partnership both the companies are getting advantages. As VICE is the media company advertising of
Unilever will become more effective and man people trust media and this will ultimately results in
increase in customer base of Unilever.
And media can reach to rural areas as well. This also eliminated the communication barrier of the
company. Company can also show their technology advancements this may also influence the minds
of the people as they will trust brand as they are using latest technologies.
Company is also launching many programmes on media which can also create an opportunity for the
business. For example, In Brazil the company’s Axe brand trialled a programmatic project. And by
this project they analyse the demand and supply of the product. Programmatic project gives great
opportunity for companies to make sure that they are delivering right product or not.
Week-7
Effective Communication can also be done by customer service calls (Taylor, 2017 ). As a customer
wants that they should be priority for organisation. And if they have any complain or query related to
product organisation should be answerable for that or at least organisation can provide any solution to
that problem.
Every organisation has customer service department so that problems of customers can be solved
easily. And proper training is provided to customer service executive so that they can provide high
quality service to their customers and they can understand the requirement of customer. It is found in

BUSINESS COMMUNICATION 5
a survey that most of the people dose not buys goods from the organisations which do not provide
quality service to its customers and it may affect the sales of the company.
While talking with customers employees should give more realistic solutions rather than having a
scripted conversation. Then only customers will be satisfied with the answers of the employee. Hence,
I will also try to improve my customer service skills by giving customers personalised solutions rather
than scripted ones.
Business communication is very important as it is the most integral part of the organisation. Business
organisation can remove many barriers and it also helps in supporting marketing activities of the
organisations. It is also proven helpful in motivating employees of the organisation. Business
communication is required outside as well as inside the organisation to share the information with the
employees. There are many changes in the field of communication because of digitalisation because
social networking sites are biggest source of promoting any business product.

BUSINESS COMMUNICATION 6
References
BROWNSELL, A. (2015, 09 10). Everything you need to know about Unilever’s approach to media.
Retrieved 02 03, 2020, from MMG: http://mandmglobal.com/everything-you-need-to-know-
about-unilevers-approach-to-media/
Roebuck, D. B., & Raina, R. (2014). Exploring Cultural Influence on Managerial Communication in
Relationship to Job Satisfaction, Organizational Commitment, and the Employees’ Propensity
to Leave in the Insurance Sector . International Journal of Business Communication.
Taylor, M. (2017 , 05 30). 4 Simple Ways to Communicate Better With Your Customers. Retrieved 02
03, 2020, from Entrepreneur: https://www.entrepreneur.com/article/293994
Unilever. (2020). Consumers and sustainability. Retrieved 02 03, 2020, from Unilever:
https://www.unilever.com/sustainable-living/our-strategy/consumers-and-sustainability/
Unilever. (2020). DIGITAL TRANSFORMATION. Retrieved 02 03, 2020, from Unilever:
https://www.unilever.com/careers/digital-transformation/