Introduction to Marketing: Unilever's Strategy, Tools, and Analysis

This report provides a comprehensive analysis of Unilever's marketing strategies, employing various tools and techniques to understand the company's approach to competitive markets. It begins by defining marketing and exploring the 7Ps of the marketing mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence) within the context of Unilever's operations. The report includes a SWOT analysis, examining Unilever's strengths, weaknesses, opportunities, and threats, and applies the Ansoff matrix to evaluate the company's growth strategies, including market penetration, product development, market development, and diversification. Furthermore, the role of digital marketing, including email marketing and conversion optimization tools, is assessed in enhancing Unilever's customer base and market reach. The analysis concludes that these marketing tools are crucial for planning, decision-making, and achieving profitability and productivity.

Introduction to
Marketing

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................4
What is marketing?..........................................................................................................................4
7 Ps of marketing.............................................................................................................................4
Competitiveness in the environment...............................................................................................6
SWOT analysis of Unilever.............................................................................................................6
Ansoff matrix...................................................................................................................................7
Definition....................................................................................................................................7
Analysation of Ansoff Matrix...................................................................................................8
Digital marketing.............................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
There are various marketing tools and strategies to analyze different marketing conditions. This
report is about Unilever company which is known as a multinational company that provides
goods like wellbeing vitamins, supplements, minerals, cleaning agents, food, coffee, and
breakfast cereal. This report is the analysis of different marketing tools and techniques which
involves different marketing Ps which helps in the analysis of specific product in different ways.
This report also involves SWOT analysis which is considered as the tool which tells business
external and internal factors. This report also involves Ansoff’s growth matrix and it also
involves the usage of digital marketing. The analysis is described below.

TASK
What is marketing?
Marketing is known as the process which engages potential customer who is interested in the
company’s services and products. This is also known as the process which involves distributing,
selling, researching, and promoting business goods and services. This is a process that each
organization uses to expand and grow their business and uses it as the growth strategy. An
organization uses many marketing techniques to achieve its aim and objectives in an effective
form. This also helps in increasing the sales of their serving products. This is known as the wide
concept which can be used as a strategy that not only helps the organization but also helps the
company(Kostelijk, and Alsem, 2020). As marketing helps the Unilever company in many such
ways as it raises brand awareness which increases the customer base. It also increases the
revenue of the company and it also helps in tracking the metrics which help in redeveloping the
strategies. The marketing strategy of Unilever is to serve their products and services to potential
customers at a time and they promote their products effectively so that they can reach the
maximum market. The main goal of this company is fulfilling three main objectives which
involve environmental, health, enhancing livelihood, and wellbeing. These practices help in
effectively building the trust of customers.
7 Ps of marketing
The marketing mix is the tool that determines all the business strategies which are related to
Product, brand, or service. This is consist of 7Ps of marketing which involves price, place,
product, people, promotion, physical evidence, and process.
Product
This is known as the combination of any kind of product or service that a company is serving to
there potential customers and the public. Unilever is a company that involves four variety of
products which are food products which involve various products like ice-creams, tea, coffee,
jam and salt, etc which are of the various brand(Kilbourne, and Thyroff, 2020). It also serves home
range products which involve a variety of detergents and cleaning essentials which is considered
as dishwashing segment. This also involves the products which are of personal range collection

which involves soaps and variety grooming and skincare products and it also serves water
purifier.
Place
The place is known as the facilities which can be used in distributing and creating a product and
also a place where any product or service can be sold. Unilever has 2 million outlets all over the
world as they had a direct selling network regulated by Hindustan Unilever limited network.
Their main goal to export is to prioritize the reliability, quality, remarkable, and best customer
experience. As this company had an expanded and wider market they serve the best quality at
reasonable pricing(Breeding, 2022).
Price
This is considered as the cost which is asked by the customer in the return of the product or any
kind of services. As company’s main goal is to earn maximum profit from their products and
services as it can be judged by considering the value of valuable customers. This is known as the
need which should be balanced from both sides. As Unilever is served reasonable pricing all over
the world as they apply a simple pricing strategy as many of the products that this company sells
are used by middle-class families and are daily used products therefore they had turned there
costing less with keeping in mind the competitive pricing method(Kwak, Lee, and Chan-Olmsted,
2018).
Promotion
This is a process to increase the customer base of the company effectively as Unilever usually
builds a long-term relationship with the brands and spends 18% on the advertisement they
mainly target the potential customers and do it by television advertisement. Recently they are
following four marketing strategies that are shakti campaign, project Bharat, lifebuoy swasthya
Chetana(Deepak, and Jeyakumar, 2019).
People

This is considered as the main element of this 7ps of marketing as this involves the humans
which are involved in an organization. In Unilever, the human which is involved is employees,
stakeholders, customers, contractors, and subcontracts.
Process
This is a process in which a thing influences how can a product can be directed, delivered, or
developed. As it is a method that is used in each organization and is also used by Unilever as
they also involve various processes like business operations and production flow of a product in
an effective way(Alves, and Galan-Ladero, 2019).
Physical evidence
This is known as the overall look and layout which also involves branding. As Unilever involves
various physical evidence that is business cards, packaging, signage, receipt, and logo of the
company.
Competitiveness in the environment
A competitive environment is known as the dynamic external factor in which a business
functions and competes in the market. As it depends on the number of sellers of that specific
similar product in which a company is dealing(Pickton, Phillips, and Masterson, 2021). They are
also further divided into two competitors which are direct and indirect. Indirect competitors as
other competition are selling similar products and services and indirect competitors are known as
those who sell the substitute product in the market.
SWOT analysis of Unilever
SWOT analysis is known as the strategic tool that analysis the internal and external factors of an
organization in an effective manner. This involves the strength, weaknesses, opportunities, and
threats of the business.
Strength

Unilever is the topmost company in Uk with an expansion in 190 countries all over the world
and also has global footprints. This company has flexible pricing and they are also experts in the
distribution channels. Their products are all over famous for their local flavors. This company
also has effective and strong marketing and advertising which an appreciate CRS initiatives.
Weakness
Unilever has cutthroat competition in the market as it also leads to price wars which are constant
and always lead to lower margins. As substitute products of this company are now highly
emerging in the markets of Asia and Africa where the customers are preferring them over natural
products(Zibani, and Kalusopa, 2019).
Opportunities
Unilever has a perfect track record of environmental and social which increases the
responsibility of other organizations and customers are nowadays preferring the products and
services which is made a deserved in a sustainable manner and by using sustainable measures.
This company works for the emergency for the health-conscious customers.
Threats
Unilever can be affected by various threats like the ongoing economic global crisis and it can
also get affected due to the local substitute products in the market with a competitive loss. As
they had major and 6 effective competitors which are P & G, Kimberley Clark, Henkel, Loreal,
Nestle, and Colgate.
Ansoff matrix
Definition
Ansoff matrix is known as the strategic tool which is used by firms to analyze organisation’s
strategy for expansion and growth. This involves four strategies that helps in growing the
organization in an effective way(Chalise, 2021).

Analysation of Ansoff Matrix
Market penetration
This is the strategy that is adapted by Unilever to get success in an existing market and industry.
As Unilever is penetrating the product magnum globally at the new market to get success in the
organization and to expand the customer base.
Product development
Product development involves creativity and innovation which help in increasing the product
quality effectively. As this company is started selling soap as they had developed their product
with detergent and shampoos(Boyd, and Koles, 2019). This involves that is the product is
according to their recent taste and requirement, comparing with the competitive products and
interaction in between the product and a customer.
Market development
This is known as the strategy in which a company enters into a new geographical location. As
this company is serving more than 150 countries and is desired to serve worldwide, therefore,
making effective strategies to make it successful and profitable.
Diversification
This is a strategy that is used in entering a new market with a new product as Unilever is trying
to enter with the new product which is a refreshment brand in the industry and it can be done by
effective strategies to diverse it into a new market.
Digital marketing
Digital marketing is the medium of connecting business to the customers at the right place and
right time. These marketing channels are social media through which customers can easily
connect to the business effectively. As there are basic four tools that are used by Unilever as a
marketing tool that is social media, SEO, Affiliate marketing, PPC which is pay per click,
landing page tools are used by this company to increase customer base(Foltean, 2019).
Tools of Digital marketing
Email marketing tools

This is the modern digital marketing tool that helps in growing the organization and in
developing new marketing channels. As it is further divided into send grid as it offers a full suite
in email marketing service as nowadays people mainly focus on email as this is a flexible
platform which designing, edit, and code to calculate and expand the market effectively. Next is
lemist which mainly focusses on deliverability which helps in emphasizing the time of sending
advertisement messages to the customer ad it also involves a personalization tool that does not
send the message in spam and this tool is also used by Unilever.
Conversion optimization tool
A small change can make a difference to covert it on the site and just by changing it and making
it innovative by changing colors of action buttons and these tools help in optimizing the software
conversion tool and it also helps in increasing the revenue of the organization. As it further
involves Unbounce which includes tweaking, new landing pages to build quickly.

CONCLUSION
This report has concluded that these tools also help in the planning and decision-making process
which further gives better results in the future by increasing the rate of profitability and
productivity. These tools and techniques also help the organization to expand its customer base
effectively and efficiently. It has also been concluded that SWOT, Ansoff matrix, and 7Ps of
marketing are the effective tools that can be used to get success.

REFERENCES
Books and Journals
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Boyd, D.E. and Koles, B., 2019. An introduction to the special issue “virtual reality in marketing”:
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Chalise, D.R., 2021. Relationship Marketing: Tools for Ensuring Return on Equity. Nepal Journal of
Multidisciplinary Research, 4(4), pp.81-87.
Zibani, P. and Kalusopa, T., 2019. E-resources marketing in African academic libraries: Contexts,
challenges and prospects. In Handbook of Research on Advocacy, Promotion, and Public Programming
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Pickton, D., Phillips, N. and Masterson, R., 2021. Marketing: An introduction. Marketing, pp.1-552.
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Breeding, M., 2022. Introduction: Technologies Supporting Library Marketing and Outreach. Library
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Kwak, D.H., Lee, J.S. and Chan-Olmsted, S., 2018. Athlete scandals and endorsement marketing:
Research trends and introduction to topics. Journal of global sport management, 3(2), pp.99-106.