MN5006QA: How Unilever Connects with Consumers - Case Study

This case study analyzes Unilever's approach to understanding and influencing consumer behavior to successfully market its diverse range of products, from personal care to household goods. It examines Unilever's application of Shiffman's Consumer Behavior Framework, focusing on how the company leverages the marketing mix, communication strategies, and both socio-cultural and physiological factors to connect with consumers. The analysis includes a detailed look at the 'Campaign for Real Beauty' by Dove, illustrating how Unilever utilizes consumer research to counter stereotypes and build brand loyalty. The study highlights the importance of adapting marketing strategies to diverse consumer needs and preferences, particularly in global markets, and emphasizes the role of factors such as communication, marketing mix, socio-cultural and physiological aspects in shaping consumer decisions and behaviours. The conclusion underscores Unilever's success in identifying and adapting to consumer behaviour, and the importance of these factors in product marketing.

Case Study

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
“How successful is Unilever in applying its understanding of factors that influence consumer
behaviour to market its products?”.................................................................................................1
Shiffman’s Consumer Behaviour Frameworks......................................................................1
Three factors which could impact the consumer behaviour to market its products...............1
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Unilever is considered to be one of the most popular consumer goods companies which is
widely popular for being one of the biggest producer soaps in the world. In reference to
consumer behaviour, it basically comprises of the activities and different methods of the
individuals who basically buys services and goods for the individuals. Moreover the marketing
mix communication, physiological factors and social cultural factors which could impact the
behaviour of the consumers. In reference to report, the main objective is how the Unilever
organisation creates success after the use and application of the factors.
MAIN BODY
“How successful is Unilever in applying its understanding of factors that
influence consumer behaviour to market its products?”
Shiffman’s Consumer Behaviour Frameworks
As per the viewpoint of Taylor, the consumer behaviour basically means the companies,
teams and individuals who are attached and connected with the use of the services, commodities
or products and also comprises of how the choices, feelings and behaviours could affect the
purchasing power (Sivakumar, 2021). In addition to that generally, the consumers study their
end consumers and their behaviour basically refers to behaviour of the consumers and their
behaviour when they shop for a product to achieve satisfaction. For example, in case of
consumer decision making example, it basically comprises of knotting together the cost
behaviour and decision making thoughts. It is basically a identical and planned ideas into whole.
It basically indicates that these factors could be easily discovered at the output, input and process
level.
Three factors which could impact the consumer behaviour to market its products
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Communication and Marketing Mix: In context to marketing mix, it is basically the root
sample of the companies which are basically concentrated on the progress, goods, location and
values. In reference to marketing mix, it is considered to be the set of the different types of
marketing instruments which are used by the company for the purpose to research its motives in
relation the marketing in context of the target market (Checchinato, 2021). In context to
Unilever, the materials are considered to be the complicated marketing mix which helps in
finding out the alternatives and the varieties of the manufacturers among the market all over the
globe. When it comes to marketing mix, it basically comprises of the 4PS which is Price, Place,
Promotion and Product considering the business techniques conjunction for the purpose to
achieve the aim market. In reference to the marketing mix of the Unilever, the location material
and the manufacture plays a very important role. In context to communication, it is basically the
process of exchange of information among individuals for the purpose to reach common
understanding.
Also the value material and the progress material confirm the benefits of the organisation.
It is very important for the company to hold up a marketing mix which can easily conduct
challenges and the competition in the worldwide market. In case of the marketing mix of the
Unilever, it basically engages a variety of markets and manufactures which depicts the prices in
different varieties. In addition to that, it is very important for the organisation to develop
consumer goods in large varieties (Taufique and Vaithianathan, 2018).
Socio Cultural Factors: In context to organisation, the socio cultural factor can be basically
describes as the communities and the culture that could impact the attitudes, ideas, emotions,
thinking and various other factors. Moreover, it also results in affecting the lifestyle of a person.
It also comprises of the education level, accessories, purchasing manners, religion and family
size (Ionescu-Somers and Brassey, 2019). In case of Dove, it has basically earned trust and
respect of the customers in all parts of the world. In addition to that, Unilever also sells the
laundry manufacturers in developing continents where the water is highly rare. Also the
company has kept its manufacturers out in the market. In reference to company, it wants to
establish strong connections with the consumers through forming its brand in original and down
to earth manner (Kumar and Dholakia, 2020).
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Physiological Factors: In case of physiological factors, it basically comprises of physical body
of an individual and also these factors could result in impacting the thinking style of a person. in
case of the campaign of Dove, the company focuses on the large customers and also
experimenting with the feelings and the behaviour of the females and uses this campaign for the
purpose to break stereotypes and also creating actual beauty rather than skin thick. It is also very
important for the organisation to create the modern attitude and also focusing on maintaining a
positive attitude (Lawrence, Rasche and Kenny, 2019). In case of Unilever, the organisation has
also convinced various customers belonging to the different nations to take initiatives and
cleaning their hands and adapting hygienic habits and also promoting their Lifebuoy soap at the
same time (Yakut, 2022).
CONCLUSION
From the above essay, it can be concluded that how the organisation like Unilever is successful
in application and understanding the various factors which could result in impact the behaviour
of the consumers to market and promote its products. In addition, to that, it also helps in better
understanding of how the company is successful in applying the factors. The essay also helps in
deeper understanding of the Shiffman’s Consumer Behaviour Framework and also understanding
the three factors involving physiological factors, marketing mix, communication and socio
cultural factors that could impact the behaviour of the consumers to market its products. In
addition to that, it helps in deep understanding of how the company identifies these factors for
the purpose to understand the behaviour of its consumers and applying theories and frameworks
to develop new products to satisfy the need of customers.
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REFERENCES
Books and Journals
Checchinato, F., 2021. Technology is just an enabler of digital transformation: Interview with
Gianfranco Chimirri, HR communication director of Unilever Italy. In Managing Digital
Transformation (pp. 87-94). Routledge.
Ionescu-Somers, A.M. and Brassey, J., 2019. Unilever’s Super Stretch Goal for 2020.
In Managing Sustainable Business (pp. 623-635). Springer, Dordrecht.
Kumar, B. and Dholakia, N., 2020. Firms enabling responsible consumption: a netnographic
approach. Marketing Intelligence & Planning.
Lawrence, J., Rasche, A. and Kenny, K., 2019. Sustainability as opportunity: Unilever’s
sustainable living plan. In Managing Sustainable Business (pp. 435-455). Springer,
Dordrecht.
Sivakumar, S., 2021. Study of Internationalization Process of Unilever. Available at SSRN
3939738.
Taufique, K.M.R. and Vaithianathan, S., 2018. A fresh look at understanding Green consumer
behavior among young urban Indian consumers through the lens of Theory of Planned
Behavior. Journal of cleaner production, 183, pp.46-55.
Yakut, E., 2022. Effects of Technological Innovations on Consumer Behavior: Marketing 4.0
Perspective. In Industry 4.0 and Global Businesses. Emerald Publishing Limited.
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