School of Business, Semester 2: Sales and Marketing Report on Unilever

This report analyzes Unilever's sales and marketing strategies, focusing on relationship marketing, segmentation, targeting, and positioning (STP). It examines how Unilever utilizes current technologies to enhance customer relationships, including customer service improvements, loyalty programs, and feedback mechanisms. The report highlights the importance of digital marketing in integrating customer bases, encouraging customer retention, and leveraging social media. Furthermore, it explores Unilever's STP strategy, detailing demographic, geographic, psychographic, and behavioral segmentation methods. The report also considers factors such as size and profitability in targeting specific customer groups and offers recommendations for product changes and innovation to meet evolving customer needs. The conclusion emphasizes the importance of adapting to customer preferences and leveraging marketing tools for business growth and increased sales.

Sales and Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK ..............................................................................................................................................3
Role of current technologies to improve relationship marketing................................................3
Segmentation, targeting and positioning strategy.......................................................................6
Expansion of customer base with the help of new target group...............................................10
Recommendations on changing of current product..................................................................11
CONCLUSION .............................................................................................................................13
REFERNCES:................................................................................................................................14
Books and Journals:..................................................................................................................14

INTRODUCTION
Every organisation want success and growth in their business because they have a main
motive that is to earn maximum profits. It is very necessary for organisation that they use some
tools and techniques such as marketing. Every companies has certain aims and targets that they
want to achieve. It can be achieve only with the help of effective marketing. They can complete
their target with the help of increasing their sales (Pembi, Fudamu and Adamu, 2017). Sales
volume is one important factor which assist in increasing of profitability. Marketing helps them
to increase their sales so that they can achieve their target market. Moreover this there are
various tools and techniques which assist in accomplishment of their goals. In this context,
Unilever is undertaken for analysing the role of marketing in the organisation. Unilever is the
multinational company that deals in consumer good. It is one of leading company that run their
business very well with the help of marketing tools. This report focuses on segmentation of
market and target their market. The last step that they should positioning in the targeted market.
MAIN BODY
TASK
Role of current technologies to improve relationship marketing.
Marketing is the important tool that helps to every organisation to promote their products
in the market. With the help of marketing they can easily promote their goods and services in the
market so that very one knows about their products. It helps them to awakening about their
products in the market. But it is identified that relationship marketing is the best way for creating
customers loyalty in the company (Rontu, 2017). Customers are the king of market that means a
company can success only when they perform activities according to the taste and preference of
their customers. So that's why every organisation focusses on identification of customers taste
and preferences. It assists in taking further steps. Unilever is one of the organisation that focuses
on fulfil their customer need and wants. For that purpose they always looking for analysing the
customers taste and preferences so that they can make their products accordingly.
Relationship marketing is the most important word in the organisation because it helps in
achievement of targets and gaols. It is the strategy that assist in finding the ways that how
organisation can fulfil their customers needs and wants. The main objective of Unilever is to
satisfy their customers needs. It is not easy for Unilever because their taste and preferences are in

dynamic nature that means they are continuous change. The main reason of changing their taste
and preferences is competition. It is identified that day to day competition get rise at a high
speed. It becomes very tough situation for organisation that how they can deal with day to day
increase with competition (Heydari, and et. al., 2019). It is found that Unilever can beat
competition only with the assistance of customers loyalty. If they have higher customer loyalty
then they can easily beat with the competition. It is identify that relationship marketing is
different from traditional marketing because the traditional one just focusing on promotion of
goods and services. Whereas relationship marketing is focuses on building customer loyalty,
customer retention, customer satisfaction, etc. So that's why relationship marketing is important
for organisation. It should be improve in Unilever so that they can achieve their target market.
There are many ways that helps to improve relationship marketing in organisation that are
mentioned below:
Improve customer service
If Unilever can focus on improving customer services so that their customers get
permanent in their organisation. It is very important for organisation that they should focus on
improving customer experience (Shi, Karniouchina, and Uslay, 2020). If customers are facing
poor customer services then customer retention becomes a main issue. It is found that they are
doing not well for the customers which satisfies their needs and wants.
Implement a loyalty program
It is the program that focuses in rewarding repetitive customers. It is identifying that
Unilever try to improve their loyalty program so that they can raise their customer number. It is
very necessary for organisation that they should implement a loyalty program which assist in
increasing customer satisfaction. With the help of customer loyalty program, customers are likely
to purchase more from stores of Unilever.
Feedback
Feedback is the best way to identify and analyse the customers needs and wants. It is the
important method in which companies need to analyse the customers need so that they can
understand and take necessary corrective decision.
Apart from above methods that it is identified that customers can be retain in the
organisation with the help of internet marketing. Digital marketing is one of the important
method that helps to retain their customers. They can raise their number of customers with

increasing in sales (Weis, and von Walter, Anklam, S., 2020). It is very necessary for Unilever
that they should take necessary corrective actions in order to increase the customer satisfaction
and loyalty. Digital marketing plays a significant role in the organisation that are mentioned
below:
 Integrates customer base and web site: It is identified that digital marketing is very
helpful for relationship marketing as they increase the integration of customer base and
website. That means all customers tastes get updated by organisation on their website.
This impact on their customers as they can easily choose their products.
 It encourages customers that they can not go from their company. Unilever's website
always make sure that their customers know all information related to the products.
 Unilever's e-CRM make sure that it would be effective so that their customers get
attracted by the innovative methods
 It is very necessary for organisation that they innovate their website and use more digital
media for creating customers loyalty. It can be clear from the case of Unilever that they
advertise their products on social media.
 They use digital media in order to increase customers expectations. Social media such as
Twitter, Instagram, Facebook, etc. all of them are focusing on increasing customer
satisfaction. They used to give offers to their existing customers with the help of social
media.
 As compared to traditional marketing, it is identified that relationship marketing is more
effective because it focusing on increasing the time period of customers (Crittenden,
Crittenden, and Ajjan, 2020). Unilever can achieve their targets and gaols with higher
number of sales.
 Social media gives personal messages to their clients with some good quotes that helps
them to stay in their website. As they are feeling very important because of their personal
message.
From the above discussion, it is identified that relationship marketing can be improved
with the help of internet marketing. It can be more effective if Unilever takes all necessary data
and information from their customers. If they are collecting information from their customers
then they can easily understand the taste and preference. It is very helpful for taking action of

regarding products. It is identify that those companies which need to analyse the need of their
consumers they take feedback so that they can identify their wants.
Segmentation, targeting and positioning strategy.
STP strategy is the most effective targeting marketing as it segments the large population
into smaller groups. After that they choose their target market and lastly they position in the
market. It is the method in which every firm is focusing on use of effective strategy so that they
can achieve their target market (Flink, and et. al, 2020). It is not only accomplish the goals and
targets but also it helps them to increase their profits with focusing on their targets. It actually
give preference according to the priority of target group that they assigned during this strategy. It
is very necessary in the organisation because from that they can identify the needs of their
customers.
Segmentation
It is the first stage in which Unilever firstly divide their market into segments so that
same people are assigned in one group. Segmentation is the division of group into smaller units
which helps to make clear that which group need what products. It is identify that Unilever is the
organisation that segments their market into smaller group so that they take necessary corrective
actions (Naseri, 2018). They bifurcated their population into groups such as demographics,
geographic, psycho graphics, behavioural, etc. It is identified that theses groups become very
necessary as it helps in analysing the need of their customers.

Segmentation is divide in four parts such as: Demographic: It is concerned with age, gender, income, occupation, marital status, social
class, religion, education, etc. Unilever focuses on age that covers 15-50 years, both
gender, different life stages, both income group such as upper and lower. It is identifying
that they cover overall population which gives many varieties of products to the
customers. Geographic segmentation: Unilever distribute their goods and services to overall global
areas that means they are dealing in multinational business which has many stores all
across the world. There main clients are Europe, North America, South America, South
Asia, Middle East, etc. It is very necessary for organisation that they should perform
activities in order to focus on geographic segmentation. According to the geographic, all
areas are segmented accordingly and then they take actions. Psycho graphics: It is the another segmentation group in which all people are focusing
on the basis of lifestyle of people. It includes interests, social status, personality type
attitudes, opinions and values (Rana, M.SHSMAI, 2017). It gives that what people may
be like. It is noticed that higher class people are liking mostly expensive goods and
services so that's why organisation made products accordingly. Whereas middle class and
lower class family choose those products that are reasonable so that they can afford them
easily.

 Behavioural segmentation: It is relatively according to the behaviour of person. They
need to identify their customers nature and behaviour because it is analysed that many
customers choose products according to their nature. Many customers has different
thoughts as they think that they want best brands with best prices.
Targeting
It is the second steps that focuses on targeting the segmented group. It is concerned with
those groups that are more preferable by companies. For example, Unilever focuses on lower and
middle income group so that's why they are using cost effective approach. They identify that
higher pricing is not accepted by low and middle class family because of that reason they are not
push their prices high. It is identify that it is very necessary for organisation because they find
their target group. It is the function in which they are analysing the target and they perform all
actions so that they can achieve their target market. There are some factors that should be
consider in the process of STP strategy. All those factors are mentioned below: Size: It is the first stage in which they are deciding all strategies according to the basis of
size of population. In this stage they are targeting population size. Unilever has large
number of population that they are targeted. Size is very necessary when Unilever target
their group because it depends on their products. It is identifying that they have to make
strategies according to the population size that means if they have less number of people
in their target market then strategies are changing accordingly. Profitability: Every organisation want that they earning higher profits so that they can
expand their business very well. The first and foremost aim of Unilever that they want to
earn maximum profits with sustainability growth in which they focuses on each and
every sector (Givee, M., 2018). Their target is to earn profits so that they can take
necessary actions in order to achieve their targets. Unilever choose their target group on
the basis of calculating return from them. It can be more analysed with the help of
example, they introduce their new product in the new market but the new market is not
accepting their products and because of that they are reducing their profits. Due to
decrease in pricing of products, it is identify that their profit margin also decrease that
becomes another issue. Unilever wants to earn more and more profits so that they can
survive in the market for longer period.

 Ease of reach: They should be make sure that their target market is easy to reach. If they
are easy to reach then they can achieve their target market. It is identifying that Unilever
should be easy to reach in their target market so that they can apply their strategies
accordingly. It is very necessary because it assists in reducing cost of transportation and
advertisements. It is identified that Unilever can approach to their market easily if they
are have not face difficulty.
Types of targeting Niche marketing: It is the market in which Unilever try to focus on those areas that are
highly profitable but small in size. It is the concentrated market which gives higher
profits to the organisation with lower population. It is analysed that this type of target. In
this target they need very expertise products that other company doesn't provide them. It
is vary tough for Unilever that they have to study the market and find the needs and
wants so that they can take necessary further steps. Undifferentiated marketing: This type of targeting is based on large customer base
because they are providing higher customer products that are already similar. This
market is most competitive because every organisation provide similar types of products
to their customers which can be give cost advantage to the public. Due to higher
competition they are not increasing the price of products and their profits marketing get
low. But they don't need high expert knowledge that what they want to do for attracting
customers (Popp, N., and et. al., 2020). All prices of products are same that reduce the
cost of extra marketing. It is very necessary for organisation that they make strategies
accordingly.
 Selective marketing: This type of marketing is focusing on providing different types of
products to different consumers.
Positioning
It is the step in which Unilever focuses on allowing their products that sets competition in
the market. It is very important for organisation because it sets the different positioning in the
mind of their target audiences. Positioning is very necessary for organisation's success and
growth because it sets the different position in the market. It is analysed that they are performing
actions which focuses on achievement of targets with the help of bets strategies and policies.

Expansion of customer base with the help of new target group.
It is identifying that Unilever can expand their business if they expand their customer
base. It is analysed that customer base is very important for the success and growth of business
because if it is increased it assist in increasing in profitability. Customer base is the important
concept that refers to the group of people in which company provide goods and services to their
clients. Company provide goods and services to this group in order to make profits and increase
sales volume. It is very important for organisation if they want to expand their business. It is
identified that their business can expand with the help of expansion of customer base. There are
some advantages that are mentioned below:
Profitability: Every company needs to earn maximum profits so that they can achieve
their target. Their target is to earn profit which could be maximise with the help of expanding
their customer base (PegahJOSEPH, 2018). Customer base is very important to expand because
it attracts new customers which assist in achievement of organisational objective.
Economies of scale: Unilever focuses on expansion of customers base then they directly
or indirectly expand their products in order to increase the customer base. It is very helpful
because it spread all the risk that occurs due to the focus on only one product and less number of
person. It is necessary for organisation that they should take corrective actions so that they can
expand their customer base. Unilever wants that they can run their business for longer period so
they need high number of customers which assist them to accomplish their desires.
Apart from advantages there are some disadvantage because it requires lots of money for
expanding their customer base. They need to invest on more and more customers so that they can
provide high number of products and services. It can be understand with the help of practical
application of this strategy. It is very important for organisation because it assist in achievement
of desired result. For that purpose Unilever need new target market so that they can expand their
customer base. Now they are focusing on the products which covers kids portion to the
organisation. It is identified that Unilever is just focusing on age group of 15-50 years. This age
group shows that they are just focusing on above the age of kids now they are trying to introduce
the products that are focusing on fulfilment of children requirements. This new target group
gives a great help top their organisation as it helps to increase the number of customers. There
are some suggestion that helps to increase the number of customer with the help of new target
group which assist in effective strategy that are mentioned below:

 It is suggested that if Unilever wants to increase the customer base then they should take
necessary corrective actions such as they need to generate those products. They need to
launch new products which fulfil the requirements of their kids. They need to make those
goods which satisfies their customers' needs and wants (FRIMPONG, 2017). It is
identifying that customers can purchase their goods and services if they feel that their
needs are fulfilled by organisation.
 They should advertise their new launch so that they can promote their new goods and
services. Unilever should use digital marketing method so that they can spread the
information about their new launch. Digital marketing method is very impressive method
for customers because every customers is now running apps on social media. Social
media is a very effective approach id Unilever want to attract customers for children
products. So it is the one that helps them to achieve their target market.
 They also use some promotional tools which helps them to effective promotion of their
goods and services.
 They launching new products so they should be use some offers and discounts which
offer to their existing customers. Existing customers get motivated towards purchasing of
their new products. It is very necessary for organisation because existing one can attract
because of their new offers.
 It is identified that they should also provide some offers to new customers so that they get
best experience with the products and services of Unilever.
Recommendations on changing of current product.
According to the brief discussion of new target group it is analysed that Unilever need
some recommendations so that they can provide maximum satisfaction to their customers. Every
customers has some expectations which should be met by organisation so that they can satisfy
their need and wants. It is very necessary for organisation that they should take some suggestions
that are mentioned below:
 It is recommended that they firstly need to announced that organisation are going to
expand their business with the help of introduction of new products in the market. If they
do that then their existing customers can actively hear their announcements so that they
can purchase their products and services from the stores of Unilever.

 Unilever should use advertisement method so that they can promote their goods and
services in the new market. It is very important for the organisation that they should use
advertisment method in which they use traditional as well as new marketing method.
 It is also recommended that they should use traditional marketing method which includes
newspapers, mass media for promoting their goods and services in the market. It can be
suggest because there are many people who are not aware about new marketing method
that means they are still purchasing newspapers for taking information about the city and
country that what is happening.
 Due to day to day increase in competition it is recommended that they should modified or
innovate their products in such a way that helps to make brand recognition. If they do that
then they will be easily achieve their target market and take competitive advantage.
 Their products should be differentiated from existing ones' and also should be cost
effective so that every group is used to approach them or to buy that products.
 They should provide some quality products so that their customers are ready to use their
new products. It is very important for organisation if they want success and growth in the
market. They can grow their business very well if they provide quality products to the
customers with reasonable prices.
 Pricing is one of the factors that affect on decision making process of customers so
Unilever should make sure that they decide the prices according to their target market. If
they provide higher prices at initial stage then it may be possible that every customers is
not able to afford them. This reason becomes the factor of product failure.
 One most important thing that should be consider by organisation when they are deciding
to launch new target group or changing their products i.e. market research. Market
research is very important for organisation because it helps organisation to identify and
analyse the needs or requirements of customers. If organisation can successfully identify
the needs then they take decision for products.
 It is identifying that they also should a practical test of their products so that they can
analyse that market can accept their new or modified products. If they find that products
are not accepting then they should take necessary corrective actions. They can be change
or modified their products according to their need and also they can be change their
product.

The above recommendations are very useful for organisation because it helps Unilever to
change their products strategy. They can successfully launch their products which assist in
achievement of target and gaols. Unilever can use this recommendations if they want to achieve
their target market.
CONCLUSION
It is concluded that marketing is very important for organisation as any company can
promote their goods and services in order to achieve their targets and goals. In nowadays
companies can marketing for enhancing customers loyalty so that their sales get increase. This
type of marketing is known as relationship marketing which focuses on building relationship
with their customers. They use relationship marketing in order to increase their trust on the
company. For that purpose they are looking to collect all data and information from their
customers so that they can understand their taste and preferences. It is identified that company
need to segment their population so that they can take decision of targeting. Then they target
their market and lastly they focuses on positioning. To attract their customers company need to
update their products through introducing some innovation in their products. It assist in attracting
customers and increase customers awareness. With the help of innovation they can easily
accomplish their targets and desired goals.

REFERNCES:
Books and Journals:
FRIMPONG, F. K. S., 2017. THE EFFECT OF MARKETING COMMUNICATION TOOLS
ON CUSTOMER SATISFACTION AND BRAND PERFORMANCE IN THE
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SALES PERFORMANCE OF STATE OWNED CORPORATIONS IN KENYA: THE
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Pegah, H., 2020. The Relationship Between Salesmen’s Emotional Intelligence and Sales Skills
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HSMAI, K.C., 2017. Build Your Business Acumen: An HSMAI Sales Glossary.
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