Marketing Communication in the Digital Age: Unilever & Beverage Brands

This report provides an in-depth analysis of Unilever's digital marketing strategies, examining how the company leverages various digital communication methods to promote its products and services, focusing on social media, customer feedback, and content marketing. The report also investigates the digital marketing strategies of three beverage brands (Robinsons, Schweppes, and PG Tips) in the UK, comparing their positioning strategies and tactics to attract customers. Furthermore, it explores digital marketing approaches within the footwear industry, specifically examining brands like Foster and Son and John Lobb, and proposes future strategies for brands to consider. The report highlights the importance of digital marketing in influencing consumer behavior, enhancing brand image, and driving sales in a competitive market.

Marketing
Communications in
the Digital Age
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TABLE OF CONTENT
Task 1...............................................................................................................................................3
INTRODUCTION...........................................................................................................................3
Various digital communication method used by Unilever to market its Products and services..3
CONCLUSION................................................................................................................................4
Task 2...............................................................................................................................................5
INTRODUCTION...........................................................................................................................5
Three different beverage brand positioning strategies.................................................................5
CONCLUSION................................................................................................................................7
Task 3...............................................................................................................................................7
INTRODUCTION...........................................................................................................................7
Digital marketing strategies in the footwear industry..................................................................7
Future strategies that can be used by different brand..................................................................9
CONCLUSION................................................................................................................................9
REFERENCE..................................................................................................................................9
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Task 1
INTRODUCTION
Continuous development and changes in technologies has forced companies to use
innovative method to influence large number of customers to prefer products and service of
particular firm over other competitors. There are various digital marketing communication
principles that influence an individual to make purchase as most of the people make purchase on
basis of feedback of other customers. Development in technology has changed taste and
preference of individual thus forcing number of companies to use digital method to influence
younger generation. This report describe about digital communication strategy that is used by
Unilever to market its products and services to customers.
Various digital communication method used by Unilever to market its Products and services
It have been analysed and evaluated that Unilever sells has been increased as company
has used digital medium to market its varieties of products and services to end user. Most of the
younger generation spend their lots of time playing games and watching videos on social sites so
it has provide opportunities to company to use digital method to communicate various
information about products though use of social media. Attractive video and innovative message
on various social sites such as Facebook, Twitter and Instragram helps in effectively satisfying
needs and wants of number of customers. Most of the people use social sites to compare
between company on basis of price, products and quality offered by company to its customers
(Candelo, 2019). Various feedback and review of customers on official sites of Unilever has
helped customers to easily known experience of people that have used products and services of
company. Positive feedback and high rating of firm in social media has attracted existing as well
as new customers to make purchase of company products over other to effectively satisfy their
needs and wants. Unilever has increased its presence in various social sites and mostly used
digital method to communicate information about product through use of social media. Various
model of digital communication can be used to evaluate digital communication strategies of
Unilever that influence people to purchase its products. Such as race digital communication
model is used by Unilever to effectively communicate with customer through digital method
such as social media and sites. Company has effectively created its brand awareness among
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existing as well as new customer base through creating various videos, and uploading clear
images of products in which company deals (Srai and Lorentz, 2019). Act it is short term
interaction between customers and company thus Unilever through its own official sites and 24
hours customer care services continuously takes feedback from customers and resolve their
problem within limited time. Thus, such effective digital communication helps in enhancing
sales and profitability of company. Covert is the third stage that actual helps in sells of products
and service of firm so Unilever by effective creating is strong brand image through use of digital
communication techniques such as social media enforce customer to make payment through e-
commerce or offline mediums. Last stage of digitalisation is Engage that means the way
company retained its customers for long period of time to encourage repeated sales. Unilever in
order to build strong and long term relationship with its customers use innovative method to
communicate through digital techniques such as advertisement while using social site or
personally emailing to customer that purchase products in high quantity or regular basis. It also
makes aware customers about various offers on specific occasion through use of Content
marketing and social media. Mobile phone advertisement is also used by Unilever to make aware
customers about various products, special offers and discount for particular period of time.
Therefore, large number of customer in UK are satisfied, happy and influenced to chosen
products of Unilever as compared to other as it has use all visual, audio, content marketing
techniques. There are large number of younger generation in UK that prefer companies that uses
innovative technologies to satisfy needs of customers (Lee and Lee, 2017). Offline digital
marketing of Unilever has also attract customers as company have send message to its regular
customers about various offers thereby it helps in increasing sales of organsiation. Thus,
Unilever by using different media for digital communication has created strong relationship with
customers and expand its market share, satisfy need of customers beyond their expectancy.
CONCLUSION
It can be concluded that advertisement through social media and positive feedback of
customers have influenced individual to purchase products and services of Unilever. Social
media and attractive image with special offer on social sites, content marketing has influenced
younger generation of UK to purchase qualitative products of Unilever to meet their needs.
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Task 2
INTRODUCTION
Company formulated various strategies and plan in order to gain competitive advantages
in the industry and earn maximum amount of profitability. There are three more beverages brand
in UK such as Robinson, Schwepps and PG Tips that have effective formulate different
marketing strategies to attract maximum number of customers and enhance its market share. This
report has analysis various digital marketing strategies of three different beverages brand in UK
to gain competitive advantages.
Three different beverage brand positioning strategies
Robinsons
It is most consumable beverage among youth and adult people of UK such as 73% of
people consume drink of Robinson. Company focuses on providing qualitative products to
customers so it can charge high prices and enjoy competitive advantages in the industry
(Natorina, 2018). It has formulated various digital marketing strategies to expand its market
share and customer satisfaction such as:
Positioning as Qualitative Products: Robinsons has gained competitive position in market
through effective digital marketing strategies thus it helps in enhancing brand image of firm.
Company is well known for its quality of products and services as customer comment positive
feedback on websites of Robinson. Therefore such digital marketing and positive review,
experience of customers helps company to get competitive advantages and earn maximum
amount of profitability.
Environment positioning: Robinsons beverages brand is knows for taking various steps to
conserve resource and environment in order to ensure better health and wellbeing of customers.
Company while marketing its products through digital platform has tried to inform people that it
has take numerous steps for provide better and qualitative service through effective utilisation of
resource and minimum amount of wastage.
Schweppes
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It can be stated that Schweppes is second famous beverage brand in UK that is consumed
by people in order to satisfy their needs and wants. As per research 70% people intake beverages
of Schweppes so company has planned to innovates its marketing strategies so that it can attract
more customers to prefer its products and services (Lekhanya, 2018). Factors that help
Schweppes brand in gaining strategy positioning within industry are as follows:
Differentiate products positioning: Schweppes brand has build strong image in mind of
customers by always trying to differentiate its products and services so that they can be
influenced to prefer companies products. Brand has also use digital marketing strategies to
influence large number of customers such as email and SMS to regular customers about various
offers and distinct feature of company drink. Therefore such strategy has help organisation in
satisfying needs of customers and gaining competitive advantages. Schweppes through content
marketing as inform people about various unique features of drink so that unsatisfied needs of
customers can be meet.
PG Tips
It is another beverage brand in UK which is consumed by 68% of people so it has not
such competitive positioning in the market as customers think that company offer high
qualitative products at reasonable rates (Munif, 2018). Thus, company in order to uplift its sales,
brand image and market share has planned to use digital marketing strategies as it helps in
attracting large number of customers within limited time and cost.
Price positioning: PG tips beverages brand has use low price strategies to expand its market
share and profitability. It has use mobile marketing and offline digital media to provide
information about various price discounts, offers at special occasion that are introduce by
company to influence large number of customers. Thus, effective price strategies and use of
digital media has helped company to easily share its information about products, attract
maximum number of customers staying at different countries.
Strong brand image: PG Tips is also have strong brand image to provide qualitative products at
reasonable rates thus promote growth and expansion of business. Digital marketing strategies
helped company to build strong price position in mind and heart of people thus help in long term
grow and sustainability of brand image among customers. PG Tips is well known for pricing
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strategies through analysis of various comment of customers in social sites such as Facebook and
Twitter.
CONCLUSION
From the above report it can be concluded that Digital marketing strategies of different
beverage brand helps in attracting wide range of customers within limited time and cost. Brand
can more expand its business through take various steps to improve their digital marketing
strategies to earn large amount of profitability. At last innovative digitalisation had lead to attract
younger generation to make purchase of various brand such as Robinson, Schwepps and PG Tips
thus maximising their market share.
Task 3
INTRODUCTION
Digital marketing is the way of making people aware about the products and services
through online channels such as social media, websites, web pages etc. This report is about
footwear industry that how the brands are using different strategies in digital way and also to
create a marketing plan for coming five years in the market.
Digital marketing strategies in the footwear industry
FOSTER AND SON
This brand manufactures formal shoes for men in UK which provide best quality and
service in the market. Company promotes its products digitally by Facebook page, Instagram
page, and official website of the brand to make people aware about the products. Brand has its
self-owned online promotion pages to generate the sales in the market. These websites and pages
are the tools to make a great success of the company in coming years. Foster and son has its own
created network of people in UK to achieve the goal (Vassileva, 2017). Network of people are
strongly build on the social sites, so as to generate sales from the current network. Company
updates its shoes images time to time on the websites so as to attract the people towards the
product and make it a deal by selling the pair of shoes to the customer. Digital media such as
website of the FOSTER AND SON are bettering its products delivery services more convenient
to the people of UK which results in increase of satisfaction level of customers. Thus it had leads
to generate loyal and permanent customer in coming year’s which results in growth of the
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company.
JOHN LOBB
John Lobb is a brand which manufactures shoes for men and women. John Lobb deals in
a luxury brand of the boots and shoes in the UK. Brand digitally makes the promotion of the
products between the people of the country. Digital promotion refers to sending emails, links and
advertising videos to the people for generating the sales to achieve the goal. Advertising videos
play a major role in making mind of the customer while choosing the brand and products of a
particular brand. By connecting through mails by the customers will helps in the growth of the
company in future. Future is all about connection of the company with the customers by
satisfying the actual needs of the customer. This connection will help in increasing of sales of the
footwear between men and female. Links are created by john lobb to find the actual demand of
the products within the customer which results in generating profits by supplying according to
need. Brand emails focuses on generating of review of the customer thus it helps in actual
growth of the company in future. Review is the real outcome from the sales made by the
company to achieve the goals.
BARKER SHOES
Barker shoes use traditional methods to produce handmade shoes in the market.
Handmade shoes are the unique product of the brand which provides advantage in the
competitive market. Barker shoes also uses unique methods and strategies to market its products
within the customers. Brands connect with people by sending messages on the phones and by
application which is already inbuilt in the smart phones. As phones are the demand of the
modern world this will increase the viewers of the brand application (Grassi, Cassidy and
Wigley, 2017). Application is easy to use by the user of the smart phones. Launching of
application in the smart phones by the company has results in increase of sales of the barker
shoes and it also helps in generating of customers data. As application is only used by getting
registered thus Barker shoes update its application by uploading new products ranges. Sending of
messages to the generated data by the application will also help in generating leads of the
customer. People are being made aware of the products by the messages sanded to the people.
This also helps in creating of brand name in the market to achieve the goal.
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Future strategies that can be used by different brand
Thus, Brand of shoes can use different digital technologies such as content marketing,
social media, offices digital communication to create awareness among customers and expand its
market share (Lee and Falahat, 2019). Customer are getting more towards the online shopping
by trusted application, brand will gain the advantage of having business by application. In
coming years customer will only shop through the application. Thus, use of social media, mobile
phone are some of the method through which different brand can earn large number of profit
margin.
CONCLUSION
From the above contents we can conclude that digital marketing helps brands in making
sales, brand value, profits in the market. Digital marketing is the latest version of marketing to
reach to the targeted customers. Digital marketing not only helps company but also helps
consumer to have easy shopping by just having a click over the transactions. This is the best
platform for brand getting connected with consumer to complete the chain of demand and supply
in the market.
REFERENCE
Book and journals
Lee, Y. Y. and Falahat, M., 2019. The Impact of Digitalization and Resources on Gaining
Competitive Advantage in International Markets: Mediating Role of Marketing,
Innovation and Learning Capabilities. Technology Innovation Management
Review, 9(11).
Vassileva, B., 2017. Consumer Activities and Reactions to Social Network
Marketing. Management (18544223), 12(2).
Munif, F., 2018. The Role of Social Media in Building Value for the Reseller in B2B
Marketing (Doctoral dissertation, Auckland University of Technology).
Lekhanya, L. M., 2018. The digitalisation of rural entrepreneurship. In Entrepreneurship-Trends
and Challenges. IntechOpen.
Natorina, A., 2018. Online retailers’ management system of marketing commodity
policy. Економічний часопис-ХХІ, 174(11-12), pp.69-72.
Lee, J. W. and Lee, S. H., 2017. ‘Marketing from the Art World’. the Journal of Arts
Management, Law, and Society, 47(1).
Srai, J. S. and Lorentz, H., 2019. Developing design principles for the digitalisation of
purchasing and supply management. Journal of Purchasing and Supply
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Management, 25(1). pp.78-98.
Candelo, E., 2019. Digital Technologies are Rewriting the Old Rules of Marketing. In Marketing
Innovations in the Automotive Industry (pp. 141-154). Springer, Cham.
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Grassi, A., Cassidy, T. D. and Wigley, S. M., 2017, July. Luxury fashion brands ownership of
private art foundations: A new way of conceiving marketing. International Marketing
Trends Conference.
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