Unilever's Business Management: Marketing Strategies and Marketing Mix

This report provides an analysis of Unilever's marketing strategies, emphasizing the significance of effective marketing frameworks in a competitive business environment. It explores various marketing tools such as sales promotion, personal selling, and social media marketing, highlighting their roles in attracting customers and maximizing sales. The report delves into the concept of the marketing mix, focusing on the 4Ps: product, price, place, and promotion, and their application within Unilever's business model. It concludes that a well-developed marketing framework is crucial for Unilever to maintain a competitive edge, and it underscores the importance of modern machinery and advanced strategies to enhance efficiency and maximize revenue. The report also highlights the importance of understanding cultural nuances in the United Kingdom market to tailor products and services effectively.

BUSINESS
MANAGEMENT
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Table of Contents
Introduction................................................................................................................................3
TASK ...........................................................................................................................................3
Conclusion .................................................................................................................................7
References..................................................................................................................................8
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Introduction
The competition within the market place is very high as various kinds of
organizations are functioning in same industry and creating price war in the market. It
becomes very difficult for the management of organization to operate their business in this
competitive environment. The effective marketing channels is the only solution of this market
condition. The effective and attractive marketing of the organization helps the management to
attract the customers towards the product of the company. There are many techniques and
tools are present in the market which helps the organization to make their marketing
channels. These tools are sales promotion, advertisement, direct selling, social media
marketing and so on. Unilever is the organization which is stated here to conduct this report.
This report states brief discussion related to the marketing and other marketing theories
which helps the organization to develop effective and also the number of resources.
TASK
An explanation of marketing
The process of marketing is concerned with the stimulating the demand of the
products as well as services of the organization within the market place. This process plays a
vital role within the business which helps them to negotiate with various problems present in
the market in relation to the competition. Unilever is one of the most biggest organization of
the world which has conducted a business of consumer goods in the market of United
kingdom. The market of the United Kingdom are one of the most stable market of the world
which has many opportunities for business organizations. There only few companies are
present in this market which has operated their business retail industry such as Sainsbury,
ASDA and some many but these companies has huge market share and dominating marketing
(Benar and Goharostami, 2019) . This creates stiff competition in the market and creates
many difficulties in relation to this. Administration within the Unilever Plc has evolved
specialized marketing channels within organization that enables the respective company for
dealing with the competition in market. The various types of tools of marketing involves
personal selling, promotion, word-of-mouth and many others that are used by management of
the organization. The brief discussion related to these marketing tools of Unilever are give
below:
Sales promotion
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This kind of marketing tool helps the management of Unilever has provide extra reward to
the customer at the time of sale along with the product. It is one one of the important measure
of the company under which the management has provide many benefits such as buy one get
one free and gift on the purchase of the product. This measure of the company target the sale
and the main aim of company behind this tool is the maximization of sale
Personal selling
It is another tool of marketing through which the human resources of the organization
reached out to the doorsteps of the customers and advertise and persuade them to buy their
products or services. It is one of the most expensive marketing channel due to the
involvement of huge workforce which is not possible for any organization. The expansion of
Unilever's business are very high which makes the company to earn huge revenue in the
market which enables the company to use any measure in company. The employees of the
company has convey all the features and characteristics of the product in front of the
customer which attracts the customer to purchases the product.
Social media marketing
It is one of the successful and used method of the marketing which is operated by
many companies of the world. The popularity of social media marketing are very high due to
reach of large number of customers in this platforms and it also the reason of business
attraction toward social media platforms (Das and et.al., 2022) . The management of Unilever
has used this method for the marketing of their product and services. There are many pages
has created by marketing team of the company which provides features of the products of the
company to their customers so it becomes easy for the customers to operate their business
which has provided many benefits to the company.
An explanation of marketing mix
The process of marketing mix facilitates the management of a company for developing
effective strategies in order to sell out the products and services of the organization. It is one
of the most important framework of the organization which enables the management to
operate their marketing in effective manner. It refers to those actions and tactics of the
company which is used by them to promote their product as well as services in the
organization. This is very significant for the management of an organization to evolve
effective as well as efficient strategies of the marketing within the workplace. It becomes
easy for them to achieve success in their new innovative ways.
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A brief theoretical explanation of 4Ps marketing mix
Marketing has four factors which is called four p's of marketing. It is concerned with such
factors that the company can use to promote its products and services within organization.
These determinants of the marketing mix facilitates the administration of Unilever to develop
marketing strategies in their business (Faria and Ferreira, 2021) . The four factors of
marketing mix are Product Place, price and promotion. All these factors of the marketing has
separate importance in the business which has to be understand by the marketing department
of the company.
Introduction of product/service
Product is related to the thing which is provided by the company to its market share in
conversation of price or amount in the market. The product is considered as an essential
aspect of a business which deals with the success and failure of organisation in the market.
There are many external factors are present in the market such as legal and social which
impacts the success of the product in the market. It becomes essential for the organization
that they analyses the needs as well as desires of the market share and introduce their
products and services as per them so that the possibilities of failure of the product can be
reduced. There are different types of culture are followed in the market of United Kingdom
by the customers because they belong to different types of cast and religion so it becomes
compulsory for the management of organization to analyses these needs and try to use them
in the development of their product so that it becomes easy for the management to develop
effective measures in the organization.
Application of 4Ps marketing mix to the selected product/service
Product
They provide huge variety of products to the customers in the marketing mix product
strategy. They always focus on to innovate his existing products or develop new products
according to the market needs and wants of the customer (FERREIRA and CARVALHO,
2020) . They also maintain and provide good quality of the products to the customers in the
market. They have 2 formats of product in the market like Local market products and
Supermarket products. Inn this they offer more than 30,000 products line in which they have
20% have own product of their own brand. They provide products to the customer in the
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market like Ready to eat meal products, Bakery products, Organic range food products, they
take care for the low-fat content for health conscious customers. They provide home
collection products and offer kitchen products and furnishing. Administration of Unilever has
developed effective ranges of the product in the market which has provided huge revenue to
the company.
Price
This is defined as an mount that is paid a customer in the exchange of the product or service
that is sell by the organization. The pricing strategy of an organization is considered as one of
the significant strategy which decides the failure or success of products and services within
the market place. There are different factors are present which impacts the price such as cost
of the product, cost of raw material and many more (Fraser-Arnott, 2020). It is the duty of the
managers of the organization that they evaluate the impact of all the factors and develop
effective pricing strategy in their business so that it becomes easy for the management of the
organization to deal with the competition in the market. Administration of Unilever Plc is
dynamic within the world that has developed many strategies in their organization and
becomes a success within market. The management of Unilever has developed three pricing
strategy in their organization to operate their business. These strategies are premium pricing
strategy, product bundle pricing strategy and market based pricing strategy. All these
strategies of the management are very essential for organization to develop effective business
and marketing strategies. Such pricing strategy of organisation facilitates the management to
earn and maximise the revenue in the business. The pricing strategy that is based on the
market of company aids the business concern to deal with the competitors in the market. The
product bundle pricing strategy of the business are provided those customers which has
purchased the product of the company in bulk quantity.
Place
This is concerned with the actual place or the market of the business organisation in order to
buy the products and services of company. It plays a important role in the management of
company because it helps the company to expand their business in new markets and areas.
Effective strategies within business helps the company to operate their business effectively.
The selection of distribution channels are also the part of this factor of marketing mix. This
becomes significant for organization that they provide the right product at the right time
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which can only be possible on the development of effective distribution channels (Kim and
Kim, 2018) . The management of Unilever has developed three distribution points in their
business such as Kiosk, Retailer and stores to distribute their products in the market.
Promotion
It is related to the promotion and advertisement of the product and services in the
organization in order to enhance the sales operations of the business. This is crucial for
Unilever to develop effective marketing channels within business so that it becomes easy for
the business to achieve success in the market. The management of Unilever has used
multiple marketing framework in their organization such as social media marketing and
personal selling.
Conclusion
It is concluded from this report that it becomes very important for the management of the
organization to develop effective marketing framework in their organization which helps the
company to operate their business in this competitive world. The brief discussion related to
marketing mix and their concept are concluded in this report (Mahmydi and et.al., 2018) .
The four factors of marketing mix such as product, price, place and promotion are briefly
concluded in this report. It is very important for the management of the Unilever that it uses
the modern and advanced machinery in their management so that the efficiency in work can
be minimize.
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