Unilever Canada: Marketing Communication Methods for Pure Leaf Ice Tea

This essay examines the marketing communication methods used by Unilever Canada to promote Pure Leaf Lemon Ice Tea. It identifies advertising, sales promotion, and direct marketing as the primary strategies. Advertising involves television commercials to reach a broad audience, highlighting the product's benefits and availability. Sales promotions encourage customer interaction through events and price reductions, often at supermarkets. Direct marketing utilizes Unilever Canada's website and Twitter account to provide information and engage with customers. The essay concludes that these methods effectively communicate the product's value and accessibility, leveraging both traditional and modern communication channels to maximize reach and impact. Desklib provides a platform for students to access this and similar solved assignments for their studies.

Running head: INTRODUCTION TO MARKETING 1
Introduction to Marketing
Student’s Name
Institution
Date

INTRODUCTION TO MARKETING 2
The marketing communications methods that the pure leaf lemon ice tea by Unilever
Canada company use
Marketing communication methods are known as the ways in which an organization uses
to communicate to the customers about its products or services (Camilleri, 2018). Unilever
Canada is a branch of Unilever Global Company that has more than 400 brands in over 190
countries all over the world. Pure Leaf Iced Tea is one of the products that Unilever Canada sells
and it has different methods that it uses to communicate about the product to the customers. The
company uses many marketing communication methods with the aim of attracting as many
customers as possible. The first marketing communication method is advertising.
Advertising
Advertising is the placement of articles or content on the available media with the aim of
reaching as many customers as possible (Sozinova & Fokina, 2015). Pure Leaf Iced Tea is
advertised in different ways. The common way is through the mass media, and this includes the
television advertisements. The company has placed some advertisements on the television with
the aim of reaching all Canadians. The method of using the media is the primary method for
Unilever to communicate to its customers about some of its products. This method of
communicating with the customers about the product of the company is effective because a
bigger percentage of the population in Canada has televisions at home. In this method of
communication, the company tells the customers about the benefits of the product, its price, and
the exact location to find the product (Camilleri, 2018). Therefore, it is apparent that many
customers are reached through this method of communication.
Sales Promotion

INTRODUCTION TO MARKETING 3
The second method of communication that Unilever uses to communicate to its
customers about its products is sales promotion. Sales promotion is a strategy that has proved to
be effective, and this is because the method encourages the interactions of the customers and the
sales teams (Sozinova & Fokina, 2015). The company plans for events where it avails its teams
on the ground as well as its products. After doing so, the company sells the products to the
customers. In sales promotions, the effectiveness of the method is promoted in two different
ways. The company sells the products at a relatively lower price, or it offers additional products
at no cost. Second, the company offers more information to the customers about its products and
this affects the decision-making process of the customers. In most cases, the sales promotions are
done in or outside supermarkets that sell the products of Unilever. Therefore, this method is used
to tell the customers about the benefits of the product and the next place they can get the product
when the current supply runs out (Sozinova & Fokina, 2015). The method is effective because it
brings the customers and the company together thus encouraging them to buy more of the
products from the company.
Direct Marketing
The third method that Unilever Canada uses to communicate to its customers about Pure
Leaf Iced Tea is through the employment of a direct marketing strategy. In direct marketing, an
organization uses different forms of media to reach customers (Valos, Haji Habibi, Casidy,
Driesener, & Maplestone, 2016). Unilever Canada has a Twitter Account and an active website
that help the company to communicate to the customers about the products. On the Twitter
Account, the company tells the customers about all its products and other signs of progress that it
makes. On the website, the company shows its businesses, location, and contacts. The
information helps the customers to access the company and its products, and that is why the

INTRODUCTION TO MARKETING 4
method is effective (Luxton, Reid, & Mavondo, 2015). At the same time, the world has advanced
technologically and therefore reaching people on social media and the internet is a wise decision
to make.

INTRODUCTION TO MARKETING 5
References
Camilleri, M. A. (2018). Integrated Marketing Communications. In Travel Marketing, Tourism
Economics and the Airline Product (pp. 85-103). Springer, Cham.
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), 37-46.
Sozinova, A. A., & Fokina, O. V. (2015). Special aspects of studying the internet as a marketing
communication channel of the service industry. Mediterranean Journal of Social
Sciences, 6(4), 139.
Valos, M. J., Haji Habibi, F., Casidy, R., Driesener, C. B., & Maplestone, V. L. (2016).
Exploring the integration of social media within integrated marketing communication
frameworks: Perspectives of services marketers. Marketing Intelligence &
Planning, 34(1), 19-40.