Comprehensive Report: Marketing Management at Unilever

This report provides a comprehensive analysis of Unilever's marketing management, focusing on market positioning, unique selling proposition (USP), and industry background within the consumer goods sector. It delves into Unilever's strategies, including internal and external environmental analysis using SWOT and PESTLE frameworks. The report further examines the application of the 4Ps model for proposing a new product launch, offering insights into pricing, promotion, and placement strategies. By evaluating Unilever's current market position and competitor analysis, the report aims to provide a detailed understanding of the company's marketing approaches and their effectiveness in the competitive landscape, concluding with an overview of the findings and references used.

Marketing Management

Table of Contents
INTRODUCTION ..........................................................................................................................3
Part 1 ...............................................................................................................................................4
Background of industry...............................................................................................................4
Market positioning strategy .......................................................................................................4
Unique selling proposition .........................................................................................................5
Part 2 ...............................................................................................................................................7
Marketing audit ..........................................................................................................................7
Part 3..............................................................................................................................................12
Analysis by using 4Ps model to propose a new product. .........................................................12
CONCLUSION .............................................................................................................................14
References .....................................................................................................................................14

INTRODUCTION
Marketing management is an analysis of planning, implementation and control of
programmes those are designed to bring changes in market to achieve organizational goals.
Management help to introduce new product in market and increase overall productivity of
existing products. Marketing management reduce cost of sales and increase demand for goods by
customers. Unilever is a British transnational company of consumer goods, products like food
and beverage, beauty products, personal care, cleaning are provided by company to consumers.
Unilever is available around 190 countries. Report will prepare market positioning that help
company to sell their product in market easily. internal and external analysis with SWOT and
PESTLE help company in overall market attractiveness to grow business at a large scale. Using
4Ps model to launch a new product in market.
Part 1
Background of industry
Consumer product industry are those which provide quality products and services to their
customers to engage them towards organization effectiveness. Industry aim is to increase profit
and earn a market share that help them to earn a competitive advantage. Industry sell products
direct to consumers companies involved in food production, packaged goods, automobiles are
consumers good industry. Unilever is a multinational consumer goods company. Around 400
brands are working under uni levers name. Some of the brands are Axe, Dove, Lipton. Unilever
is one of the largest FMCG company all over the world. Unilever is an leading company with
Revenue around $50.982 billion in 2018 with number of employees working in organization is
155,000. companies beauty and personal care product are one of most important factor that help
them to earn a market share. Acquisitions with other big brand like Brooke bond, Lipton help to
expand their business at a large scale. Increase in sale of Dove help company to achieve their
goals easily. Due to companies high quality standards for their food products help them to
become one of most valuable food brand worldwide.
Market positioning strategy
Market positioning refers to companies ability to attract consumers towards their product
and brand(Keegan, 2017.). It help to earn a competitive advantage over competitor and develop
an image of brand in mind of customers. In context of Unilever company providing quality

products and services to their customers which help them to attract customers easily. Some of the
strategy that Unilever follow to achieve their goals and objectives.
Determine company uniqueness by comparing to competitors.
Comparing differences between company and other competitors help to identify
opportunities. In context of Unilever company aim is to develop business at a leading level. For
that organization analyze facilities provided by their competitors to know uniqueness of their
product that help them to attract customers easily towards their product. Unique quality of
product help company to grab a market share. Unilever sell products at high prices which are
able to satisfy their customers wants and desires and require. Company sell quality product at
high prices like dove to maintain effectiveness of brand.
Identify current market position
Unilever analyze their current market position to develop a new market position that help
to earn an advantage over competitors(Shaw, 2016.) . By developing new product and
acquisition with established brand help company to achieve their goals easily and to maintain
position in market. Current market position help company to set prices of their product according
to customers preference.
Competitor analysis
Unilever analyze their competitors position to know their strength that help them to
influence customers towards business. By analyzing competitors position Unilever is able
prepare plan for business that help company to attract more customers as compare to
competitors. Position strategy analysis help Unilever to know strength and weakness of
competitors company and develop plan for their business according to requirement of market.
Pricing strategy
Organization success largely depends on their pricing strategy which help them to engage
customers easily towards business. In context of Unilever company set prices by analyzing their
customers purchasing power and price set by competitors in market(Deepak and Jeyakumar,
2019.). Effective pricing strategy help company to get attention of customers towards business.
Middle class customers are target market of company and set prices of their product according to
their customers requirement.

Unique selling proposition
Unique selling proposition (USP) can be defined as features of company or products that
makes the firm different from other competitors. Companies like to offer satisfied goods and
services to consumers that can motivate them to buy products on frequent bases. Customers like
to buy such items that fulfill their requirements no matter whether it is costly or not. Unilever is
the leading brand that serves consumers goods to wide range of audience. Recently company is
operating in more than 190 countries and serving the large audience worldwide.
Sustainable practices of Unilever are its USP, as enterprise take care of using the right
material that do not harm the buyers. It ensures that its practices do not affect environment as
well. It has strong relationship with suppliers and all its supplies provide the organization high
quality raw material which aids business in fulfilling its corporate social responsibilities to great
extent. Sustainable business model is followed by Unilever since longer duration, it ensures that
all its consumers receives the best products that can make them feel good. High brand recalls is
another USP of company, as firm is satisfying its buyers which makes them loyal customers.
Hence they like to spend money in its products to get satisfactory goods and services. This is the
unique selling proposition of firm because it attracts other buyers as well and they take interest in
its products. This is the reason that sales and revenues of the organization is increasing with the
rapid speed.
Diversify product portfolio is another unique selling proposition of company, as firm has
acquired Dollar shave club and many more brands. Now It is able to meet all kind of needs of
different consumers. Hence customers can get all range of items in its stores which is the major
strength or USP of firm. Mission statement of Unilever is to target people and add endurance to
lives of them by providing them high nutrition products. It takes care about health of people
which attracts people towards the brand. This quality or feature of business make it unique from
other brand hence consumers like to buy such kind of hygiene and high quality consumer goods
(Unilever SWOT Analysis, Competitors & USP, 2019).
Unilever’s research department is doing well, it conducts research time to time to get to
know about what is trending and what are the current demands of global consumers. Department
share information with the production unit and marketing team ensures to sell the same products
to the wide range of buyers. This USP of firm creates unique image of business in the mind of

consumers and that is the reason that customers are highly satisfied with the brand because it
meets their demand and make them feel happy. Unilever ensures to perform with innovative
ideas hence it always come up with some unique and attractive products that gain attention of
mass audience. All these features of business make it the leading brand in this industry.
Part 2
Marketing audit
Market audit is an analysis and evaluation of business marketing environment. Analyze
both internal and external environment of business. Help to prepare a plan for improving
marketing performance of organization. Unilever need to analyze both internal and external
environment of business that affect their overall performance.
External environment
Pestle analysis
Pestle analysis is a framework to monitor macro environmental factors that affect overall
performance of organization. Pestle analysis of Unilever is as follow
Political factor
Government interference affects overall working of a business. All influence of
government on business like Tax policies, trade restrictions, lab our laws, affect working of
business(Chonko and Hunt, 2018.) . Stability of government in an economy help in smooth
working of a business, corruption and government policies have a huge impact on growth of a
business. In context of Unilever government stability in most of countries help company ton
expand their business at a leading level. Facing problems with European and American laws due
to trade restrictions for which company need to face legal issues which affect overall image of
business. Free trade in countries like south Africa, Russia, china, India help company to develop
their business but also responsible to follow local rules and regulation set by government of
country.
Economic factors
Economic factors in an territory need to analyzed for overall success of business. Factors
like economic growth rate, inflation rate, interest rate by government have a huge impact on
running of a business. Income of consumers and unemployment rate in territory have a huge

impact on performance of company. Purchasing power of customers help business to expand at a
large scale. In context of Unilever companies business largely depends on economic situation all
over the world. Growth in developing countries help them to expand their business to achieve
their goals and objectives easily(Perera, 2017.) . Increasing wage rate in developing countries
reduces overall profitability of business. Due stability in economy of developed countries help
Unilever in smooth working of their business. Increase in income of customers from developing
countries help to increase demand for Unilever products.
Social factors
Culture, values. Ethics in a territory play an important role in development of business.
Population trends and growth rate, age distribution are some factors that a company need to take
care while establishing business in a new economy. Health consciousness, lifestyle attitude and
cultural barriers play an important role when customers buy product or services of a company. In
context of Unilever increase in customers concern towards their health help Unilever to increase
sales and profitability for business. Unilever aim to develop a strong reputation in minds of
customers toward business. Effective gender division and developing products according to that
help to attract customers from each sector of society. Company provide personal care and beauty
products to satisfy customers and make them look good. Due to development of technology to
minimize energy waste help company to improve their overall environment impact. Increase in
development of their business due to female consumption product help company to attract
female customers. Looking good is an requirement of society, and dove help women to feel good
and increase their confidence.
Technological factors
Development of technology help companies to achieve their goals and objectives in an
economy. Companies need innovation in working of their business to achieve their goals easily.
Require research and development for developing technology in business. Companies need to
analyze awareness of technology in minds of customers in an new economy(Walsh,
Bhagavatheeswaran and Roma, 2019.). Development of business automation help Unilever to
achieve their goals and objectives their effective supply chain help them to link with all other
store location supply products easily and quickly. Due to development of online channels to sell
their product help company to grow their business and increase reach in market. Reduction in
cost of transportation help Unilever to expand business and increase profitability of company.

Environmental factors
Environmental factors in an economy need to be analyzed effectively before developing
expanding business. Companies need to take proper care of carbon footprints targets, pollution
targets set by government in an economy. Increasing scarcity of raw materials affect growth of
business in market. Change in weather climate effects overall working of business. Companies
need to take proper care about CSR activities to sustain in market. In context of Unilever
companies effort towards development of environment and provide quality products to their
customers help company to increase sustainability of business in market. Development of
environmental program mes help company to achieve their goals and develop a positive image
in minds of customers. Eco friendly products of company which are safe for customers help to
improve organization.
Legal factors
Companies need to analyze employment laws, consumer protection laws, copyright and
patent laws to work in an territory by following all rules and regulation set by government.
Health and safety laws need to taken care properly. Proper care of health and safety laws to trade
successfully in an economy. Every country has their own set of rules and regulations that need to
be taken care properly(Zahari and Romli, 2019.) . In context of Unilever Increasing
environmental regulations in territories help company to develop a positive corporate image,
development of patent laws in countries help Unilever to expand their business and reduce patent
related problems for organization. Strong consumer laws in developing countries help Unilever
to expand and improve quality of customers service
Internal analysis
SWOT analysis
Swot analysis help to develop a strategy for business to achieve goals and objectives and
expand company at a leading level in market. It is an internal strength and weakness of company
on which company have power to control. Analysis is applied on entire organization for growth
of business at a large scale. Swot analysis is done by leaders of organization to solve problems
and identify opportunities for business. It also help business to analyze their current situation and
require to achieve goal and objectives of business. Unilever is a leading company in providing

consumer goods, SWOT analysis help to analyze strength and ensure success of business.
Analysis help Unilever to guide for their global operations.
Strength
Strength are positive areas of company that help to achieve goals and objectives of
business. Strength means what area, process or department help company in their success. Skill
knowledge and abilities that a team have in their employees(Gürel and Tat, 2017.) . Technology
and equipment company is using to attract customers. Unique quality of business that help to
earn a competitive advantage. In context of Unilever companies strong brand name and positive
image in market help to attract customers easily towards business. Large number of product with
unique qualities help to satisfy wants of customers from every age group. Strong presence of
companies product and services at a global level help customers to reach easily. Regular
innovation in products with help of proper research & development improve customers
experience. Set prices according to abilities of customers to pay for product to make them
satisfied.
Weakness
Weakness are those which a business need to improve due to which competitors are
better than companies product. Some industries are unable to cope up technology, less
availability of funds affect smooth working of business, ineffective employees in a team take
more time to achieve goals. Unable to reach large number of customers due to lack of resources
those are weaknesses that an organization faces. In context Unilever company develops a strong
market for their business but due to weakness that affect overall growth of their business.
Competitors are able to prepare a substitute products as compare to Unilever to reduce their
market share. Due to substitute products at low prices reduces overall loyalty of customers
towards their business(Phadermrod, Crowder and Wills, 2019.) . Due to limited diversification
company is unable to develop their business in new sector and only able to provide consumer
goods. Companies largely depends on retailers which reduces their overall power to set prices for
products and services. Due to retailers company is unable to reach directly to customers.
Opportunities
Opportunities are those that help and contribute towards success of organization.
Growing market for business help them to achieve goals. Growth in market is an opportunity for
business to develop reach in market. Development of technology that an organization take as an

advantage to develop their business at a large scale. Changes in rules and regulation which help
organization to expand business. Factors that help to develop a positive image in mind of
customers. In context of Unilever diversification in business help company to enter in a market
of new industry(Stourm, Bradlow and Fader, 2017.). Innovative health products help to attract
customers who are conscious about their health. Development of market in developing countries
help company to grab a market share and increase their reach.
Threats
Threats affect overall working of business. Increase in competition or development of a
new or innovative product by rivals. Increase in prices of raw materials that a company is using
to manufacture finished goods. Changes in technology that an organization is using for their
development. Changes in consumers preference which reduces overall sales of an organization.
In context of Unilever Increasing competition from other well established companies like Nestle,
P&G affect overall growth of their business and reduce customers loyalty. Other companies are
able to imitate products of Unilever easily and sell them at low prices which reduces their overall
market share.
Vrio analysis
Vrio analysis help in overall evaluation of companies resources to earn a competitive
advantage.
Value
Value of organization and their products and services that are able to attract customers
engage them easily with organizations products and services. Overall brand image o Unilever
help company to stand in market
Rare
Organization need to develop rare product to bring uniqueness in their organization
products and services and satisfy customers easily. In context of Unilever Effective financial
resources of Unilever are rare and effective for overall development of business.
Imitable
Organization need to develop product that their competitors are unable to copy or
substitute. In context of Unilever companies product are not so unique and other competitors are
able to copy easily and develop a substitute.
Organization

Overall arrangement of all resources help Unilever to develop establish their business at a
large scale. Proper arrangement of all resources help company to achieve their objectives.
Part 3
Analysis by using 4Ps model to propose a new product.
Unilever is leading company in market of consumer goods and to attract customers easily
they develop an effective plans for their business to achieve their goals and objectives. Unilever
is going to launch a new organic food product which help to make people healthy and safe.
Organic product help to attract health conscious customers(de Jorge Moreno and Carrasco,
2016.) . And product help to attract customers easily towards product provided by organization.
Unilever use 4Ps model of marketing to establish their new product in market which help them to
increase their market share.
4Ps of marketing
Marketing is essential for each and every business to develop presence in market and
attract customers easily towards products and services. Organization success largely depends on
effectiveness of marketing department. 4Ps model help to understand marketing more better and
a unique quality of product and service that an organization is providing to their customers.
Companies need to think twice before offering a product to consumers and analyze product
effectively before marketing. 4Ps model for Unilever is as follows.
Product
Product means a good that an organization provide to customers. Product need to be
effective and able to satisfy customers wants. Organizations need to develop a plan for their
product to engage customers easily and to improve effectiveness of their business. Company
need to know a unique quality of their product that differentiate it from competitors and attract
customers easily. Analyze product and its features to know their ability to satisfy customers
wants. In context of Unilever is a big name in market and have around 400 brand working under
companies name(Jones and Annesley, 2019. ). Wide variety of companies product help them to
attract customers easily. Company provide food product, refreshment like ice cream, home and
personal grooming product that help them to attract customers from every age group. Strong

brand image in market help company to launch their new organic food in market, Organic
product is a unique product that help them to attract customers easily. New product innovation to
maintain health of customers and increasing consciousness towards health by customers help
company to increase overall sales of their product. Development of new market is an opportunity
to expand companies product easily. Business diversification and unique quality of organic food
help in growth of business.
Price
Price means a cost in market for product that a consumer pay to buy. Companies analyze
prices of their competitors and value that their product provide to customers to satisfy wants.
Before setting price companies analyze different discounts and offers provided to customers for
their product. Organization aim to make their price at minimum so that they are able to attract
more customers. Price need to be effective that help company to earn profit, price of product
affect overall marketing strategy of business. In context of Unilever company use premium
pricing strategy for their products to maintain quality of product in market and attract customers
easily towards business. Set prices according to demand in market by analyzing ability of
customers to pay for a product and effectiveness of product to attract customers easily.
Companies brand image help them to set price of their new organic product. Unilever does a
research on a market where they are going to launch new product and set price according to
research. Price set according to market condition of customers towards health consciousness.
Promotion
Promotion means advertising and other promotional strategy. Promotion help to make
customers aware about launch of new product in market. Promotion help companies to maximize
customers interaction with their products and services. Companies use social media marketing as
large number of people are online nowadays(Liu and Chang, 2017.) . In context of Unilever
company need to promote their product due to increasing competition in market. Advertising is
one of the most effective way of marketing to develop overall presence of product. Direct
marketing help to engage customers easily towards their product. Promotion help Unilever to
develop a customers view towards companies product. Strong global presence in market help
Unilever to promote their new organic product easily and help them to attract customers towards
organizations product. New market development help to advertise their product easily in those

market. Online advertising of organic food help company to spread awareness towards health
consciousness.
Place
Place means a location or market where company sells product. Company choose place
where they are able to reach customers easily. Place is important for overall growth and to attract
customers easily towards business. Large number of companies are selling their product online to
attract reach large number of customers easily. In context of Unilever company is working at
global level in large number of countries. Due to their effective distribution and supply chain
help them to introduce their new organic food product easily. Large number of retailers are
available in market to expand their new product. Overall global presence help them to attract
customers from every group in a market and improve effectiveness of their organizations
products and services. Retailers are one of the most important factor to develop their business at
a large scale and attract customers easily.
CONCLUSION
Marketing is essential for each and every company to develop business at a large scale
and to improve effectiveness of their goods and services. Marketing help to increase overall
reach of business and help to develop business in new market and improve effectiveness of
organizations products and services. Unilever is an leading company which provide consumer
goods and have a global presence all over the world which help them to attract customers easily
and improve effectiveness of their products and services. Report provide different ways that help
company to develop a position in market and also that help to attract customers. Market position
help Unilever to grow at a large scale and improve effectiveness of product. Unique quality of
companies product help them to engage customers. Pestle analysis help company to know
external environment that affect overall working of business, pestle analysis help company to set
plan for future development of organization. Swot of Unilever shows the strength and
opportunities of organization for overall development of their business. Overall development of
organization largely depends on effectiveness of their products and services. 4P's model help
company to launch new product and analyze its effectiveness in market to achieve their
objectives.

References
Books and Journal
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Chonko, L.B. and Hunt, S.D., 2018. Reflections on ethical issues in marketing management: An
empirical examination. Journal of Global Scholars of Marketing Science. 28(1). pp.86-
95.
de Jorge Moreno, J. and Carrasco, O.R., 2016. Efficiency, internationalization and market
positioning in textiles fast fashion. International Journal of Retail & Distribution
Management.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Ellram, L.M. and Murfield, M.L.U., 2019. Supply chain management in industrial marketing–
Relationships matter. Industrial Marketing Management, 79, pp.36-45.
Gürel, E. and Tat, M., 2017. SWOT analysis: a theoretical review. Journal of International Social
Research, 10(51).
Jones, L. and Annesley, P., 2019. “Part of being human”: evaluating the 4Ps model to support
inpatient staff teams in reflecting on interpersonal dynamics. The Journal of Mental
Health Training, Education and Practice.
Keegan, W.J., 2017. Global marketing management. Pearson India.
Kotabe, M. and Helsen, K., 2020. Global marketing management. Wiley.
Liu, H.Y. and Chang, C.C., 2017. Effectiveness of 4Ps creativity teaching for college students: A
systematic review and meta-analysis. Creative Education. 8(06). p.857.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Perera, R., 2017. The PESTLE analysis. Nerdynaut.
Phadermrod, B., Crowder, R.M. and Wills, G.B., 2019. Importance-performance analysis based
SWOT analysis. International Journal of Information Management, 44, pp.194-203.
Quelch, J.A., 2017. Global marketing management: a casebook.
Shaw, S., 2016. Airline marketing and management. Routledge.
Shiu, E. ed., 2017. Research Handbook of Innovation and Creativity for Marketing Management.
Edward Elgar Publishing.

Stourm, V., Bradlow, E. and Fader, P., 2017. Market Positioning Using Cross-Reward Effects in
a Coalition Loyalty Program. HEC Paris Research Paper No. MKG-2017-1242.
Walsh, K., Bhagavatheeswaran, L. and Roma, E., 2019. E-learning in healthcare professional
education: an analysis of political, economic, social, technological, legal and
environmental (PESTLE) factors. MedEdPublish, 8.
Zahari, A.R. and Romli, F.I., 2019. Analysis of suborbital flight operation using PESTLE.
Journal of Atmospheric and Solar-Terrestrial Physics, 192, p.104901.