Business Communication Strategies and Analysis for Unilever

This report is a reflective analysis of business communication strategies employed at Unilever, a British-Dutch consumer goods company. It begins with an introduction to the concept of communication, highlighting its significance in organizational contexts. The core of the report comprises weekly journal entries that detail the application of various communication skills and tools. Week 1 focuses on clarity, discussing how Unilever communicates new product launches to stakeholders through verbal and non-verbal methods. Week 2 examines the use of friendliness in educating staff through training programs. Week 3 explores the role of empathy in gathering customer feedback for planning new retail outlets. The report concludes by summarizing the effectiveness of these communication strategies and their impact on the company's growth and stakeholder relations, referencing several academic sources to support the analysis.

Business
Communication

Table of Contents
INTRODUCTION...........................................................................................................................3
Weekly Journals..........................................................................................................................3
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Communication is a method of exchanging and transferring information from one person
to another. For having effective communication various systems, symbols, signs or behaviours
are used by individuals. Communication takes place between two or more individuals, or in other
words for starting a conversation two or more are important. There are two parties which are
involved in a conversation a receiver, for who the information is being exchanges and the sender,
who is exchanging the message. Communication can be of two types effective, where all data is
transferred in an appropriate manner and correct message is received by other person. Whereas
in ineffective communication the information which is exchanged is hindered. This report is
developed for Unilever, it is a British-Dutch consumer goods company. It is founded in 1929 and
headquartered in London, UK. Unilever is a public company which is traded on several stock
exchange such as New York Stock Exchange (Bannier, Pauls and Walter, 2019). In this
assignment, different communication skills are applied in organisational context for effective
flow of information. The role of effective communication is discussed. Along with it impacts of
different methods of communication are analysed within business and managerial context.
Weekly Journals
WHAT WHY WHEN WHERE HOW WHO
WEEK 1 Clarity As major
shareholder,
it is their
right to be
informed
Before
manufacturi
ng of new
product
once all
plans and
strategies
are
developed
In an
product
launch event
Through
verbal and
non-verbal
methods
Board of
Directors(B
OD) and
managers
Interpretation:
This is my first week at Unilever as customer service executive, the first job or role I
have performed is of developing a business report for addressing stakeholders about new product

launch. Communication is an effective and vital tool with every business owner, playing major
role in organisational success and growth. Effective communication channels and tools are
utilized in order to send and receive correct messages and information.
Know- In first week a new product launch is communicated to shareholders, through
conducting a launch event in which Board of Directors and my departments head that is my
manager addressed the audience.
Feel- These communication channels are most effective and has huge positive impacts on
the stakeholders of Unilever, they will get assurance about the effectiveness of the product and
its increase on their wealth. On the other hand non-verbal tool, the booklet will give them a
document and a proof for future to review the company's performance (Smith, Patmos and Pitts,
2018).
Do- Verbal and Non-verbal form of communication methods are used. The directors
verbally introduced the product and later on managers take over for explaining the impacts of
launch on company's growth as well as increase in stakeholder wealth. Also, a booklet is given to
every member who attended the product launch event in which the new product was thoroughly
introduced. All its features of the product are mentioned and most importantly, its effectiveness
for organisations and stakeholders growth is reflected.
These two communication tool were used by directors and managers for rendering
thorough information to individuals about the product which were effective enough for
informing the stakeholder and making them trust the organisation more and be confident about
what company is doing.
WHAT WHY WHEN WHERE HOW WHO
WEEK 2 Friendliness Educating
staff and
updating
their
knowledge
Implementat
ion of new
training and
developmen
t programs
Within the
organisation
at the
respective
regional
offices
Through
conducting
employee
meetings
Senior
manager
Interpretation:

Another important area where communication plays the most important part is while
addressing the staff or workforce of company. Communication is one methods which enables
people to develop good relations by knowing each other. Same is the case with business
organisation, they have to have effective communication channels in order to maintain healthy
relations with employees and vies-versa.
Know- Friendliness is an effective communication skill which is used by managers of
Unilever to communicate and make workforce understand the need for trainings and updating
knowledge. The customer service department is the representative of company, they
communicate with people and trough which they get understanding that staff needs to be trained.
The information which is rendered to employees is about the new training programs which entity
is introducing for employees (Killingsworth and Gilbertson, 2018).
Feel- The emotions which is showed here is of friendliness where staff is politely called
for a meeting, which is basically a communicative session. In this staff meeting, managers
addressed that workforce where they gave them the reasons for the need for conducting training
sessions. Also, importance of training programs are discussed in order to give thorough
knowledge to employees about the effectiveness and benefits of it for their growth and future.
Do- An informal and verbal meeting is conducted by managers, I was present there in the
meeting. Both staff members and managers were communicating effectively, everyone was
giving their opinions and sharing their viewpoints. Communication channel was informal, people
were talking in a friendly tone sharing their thoughts.
This informal and friendly form of conducting conversation has influence on the
relationships which people in an organisation develop. The friendly communicating skills enable
in resolving problems which generate internally in the organisation. Moreover, many challenges
can be removed and mitigating which are developing due to lack of communication (Hair Jr,
Page and Brunsveld, 2019).. The only scare of this communication approach is sometimes the
environment becomes too informal, there will be no hierarchy people will becomes over friendly
which will hinder organisations culture and structure.
WHAT WHY WHEN WHERE HOW WHO
WEEK 3 Empathy For
gathering
people
Planning
new retail
Existing
company
By
questionnair
Customer
service

views and
opinions
outlets outlets es executives
Interpretation:
Another major stakeholder of every organisation is customers or buyers, they are the key
drivers of organisation who takes entity towards success and growth. Communication is effective
when both the parties opinions are considered that is the sender and receiver are both involved in
an conversation (Kingsley Westerman, Reno and Heuett, 2018). The flow of effective
communication is both ways that is both the parties or group of people are communicating and
everyone's view points are being heard by one another.
Know- Communication skill which is used empathy, it states that everyone's opinion and
views counts. Unilever is planning to open a new retail outlets in number of locations, for which
they need suggestions and feedbacks from their customers. The point of view of consumers is
important as they are the major stakeholders and ultimately company is operating to serve them
the best goods and services in order to fulfil their needs and desires. Therefore, trough this
communication the company ill take their feedbacks and ideas to implement them in their new
outlets. Also, these opinions of individuals will give them an idea about how customers are
responding and organisational image in the mind of public (Kim, 2019).
Feel- Through this practice the emotion which is served is of sense of belongingness,
consumers will be more attached to organisation. The buyers openly communicate about their
problems, they will make suggestions and more importantly they will become or convert into a
loyal customer of Unilever. The managers of entity will get better understanding of the nature
and behaviours of their customers base which render them more clarity while developing
strategies and ideas in relation to products and services which are offered by firm to the end
users.
Do- This form of communication takes place through a formal and informal manner. In
formal method, Unilever is using questionnaires which are being distributed to existing
customers and public who is visiting the stores. As customer service executive I am responsible
for distributing feedback forms and questionnaires to customers. Also, it is my duty to collect
them from respective individuals. These questionnaires and feedback form will be containing the
view points and suggestions of users and general public. These feedbacks can be collected

informally by just generally communicating with the visitors and asking them pre-determined
questions.
This communication method has huge impact on the customers they will openly give
their suggestions as these feedbacks and questionnaires are anonymous (Braun and et. al., 2019).
The privacy of individuals is maintained which has a positive impact as true information is
served by individuals. These communication tools or methods assist Unilever in developing most
effective plans and strategies which are according to the public and their requirements.
CONCLUSION
The above assignment is a reflective report, in which a weekly journal is developed for
three consecutive weeks. This assignment is based on the effectiveness of communicate skills
and the tools which are used by the organisation. Different types of communication skills and
tools are used for conducting a effective conversation with major stakeholder of which are
associated with entity. These communication channels are most important, impacting in both
positive and negative manner. The influence which it renders on the company decides the growth
and success of entity and enables them to mitigate the challenges and potential risks.

REFERENCES
Books and Journals
Bannier, C., Pauls, T. and Walter, A., 2019. Content analysis of business communication:
introducing a German dictionary. Journal of Business Economics. 89(1). pp.79-123.
Braun, S. and et. al., 2019. Emails from the boss—Curse or Blessing? Relations between
communication channels, leader evaluation, and employees’ attitudes. International
Journal of Business Communication. 56(1). pp.50-81.
Hair Jr, J. F., Page, M. and Brunsveld, N., 2019. Essentials of business research methods.
Routledge.
Killingsworth, M. J. and Gilbertson, M. K., 2018. Signs, genres, and communities in technical
communication. Routledge.
Kim, S., 2019. The process model of corporate social responsibility (CSR) communication: CSR
communication and its relationship with consumers’ CSR knowledge, trust, and
corporate reputation perception. Journal of Business Ethics. 154(4). pp.1143-1159.
Kingsley Westerman, C. Y., Reno, K. M. and Heuett, K. B., 2018. Delivering feedback:
Supervisors’ source credibility and communication competence. International Journal
of Business Communication. 55(4). pp.526-546.
Smith, S. A., Patmos, A. and Pitts, M. J., 2018. Communication and teleworking: A study of
communication channel satisfaction, personality, and job satisfaction for teleworking
employees. International Journal of Business Communication. 55(1). pp.44-68.

1