Contemporary Marketing Issues: Unilever's 4Ps Marketing Mix

This report provides an overview of contemporary marketing issues with a focus on Unilever, a multinational consumer goods company. It begins by explaining the concept of marketing and the marketing mix, highlighting the 4Ps: product, price, place, and promotion. The report introduces Unilever's products and services, particularly Magnum ice cream, and then applies the 4Ps of the marketing mix to Unilever's strategies. It discusses how Unilever manages its product offerings, pricing strategies, distribution channels, and promotional activities. The conclusion emphasizes the importance of marketing in business growth and success, highlighting the practical applicability of the marketing mix to Unilever's operations.

Contemporary Issues in
Marketing

Contents
INTRODUCTION....................................................................................................................3
MAIN BODY...........................................................................................................................3
Explanation of marketing.........................................................................................................3
Explanation of marketing mix..................................................................................................3
Brief explanation 4P’s of marketing mix..................................................................................3
Product:...................................................................................................................................3
Price:.......................................................................................................................................3
Place:......................................................................................................................................4
Promotion:..............................................................................................................................4
Introduction of products/services.............................................................................................4
Application of 4 P’s of marketing mix to organisation............................................................4
Product....................................................................................................................................4
Price........................................................................................................................................4
Place.......................................................................................................................................4
Promotion...............................................................................................................................5
CONCLUSION.........................................................................................................................5
REFERENCES.........................................................................................................................5
Books and Journals.................................................................................................................5

INTRODUCTION
Marketing is a very important concept is used by the businesses to promote the products and services are the market. It can also
be defined as getting the potential customers towards your business. It is a wide concept that includes advertising, selling and
delivering of the products and services to the ultimate consumers in the market (CHERUKUR and PRIYA, P.A.D.M.A., 2020). For
this report, Unilever has been taken into account. It is a British multinational consumer goods company that was founded in 1929 by
Lever brothers. Unilever has mainly operation in 3 segments first is food and refreshment, home care and beauty care. There will be
the discussion on the marketing in relation to the organisation. There was also be discussion on the marketing mix which helps in
understanding the various aspects of the business. 4 P’s of marketing will also be discussed in this report in relation to the
organisation. At last of the report there will be the practical applicability of the four P’s of marketing to the organisation.
MAIN BODY
Explanation of marketing
Marketing can be referred to as the actions that are undertaken by the business firms and organisation in order to promote the
products and services in the market. It is a very wide concept that includes components like researching, promoting, selling and
delivering the products and services to the ultimate consumers in the market. It is a very important concept that helps the business to
increase the sales by attracting huge number of customers in the market. It facilitates the business to find the needs and wants of the
customers in the market. Marketing helps to retain the customers by engaging them with the various tools. Advertisement is one of the
most common activities that come under the marketing (Mirror, 2019). It helps the business to increase their customer base in the
market. In today’s time, business cannot be run successfully if they are not conducting marketing activity. Now a day’s marketing
becomes necessary which helps in the survival of the business in the market. There are various types of marketing are present that are
influencer marketing, keyword marketing and content marketing. These marketing tools help the business to grow more in the market
by attracting lots of customers towards the business. Unilever is one of the famous multinational company that is has operations across
the globe. Company focuses on to use effective methods to promote their products and services in the market. Unilever use digital
marketing that helps in gaining the lots of customers. Along with that the also use traditional methods like billboards, television etc. in
order to get the customers from the remote areas.
Explanation of marketing mix
Marketing mix can be referring to as the tools and technique that the business firms or organisation uses to promote their
products and services in the market. This concept focuses on the important aspects that help in making the marketing plan. It mainly
includes four P’s of marketing that is product, price, placement and promotion. These elements helps the business to find out which
product is best for them to be served in the market and also facilitates them to a set reasonable price of that product for the customers.
It also facilitates the business to know about the effective promotion techniques that they can use in the market to gain customers
towards their business (Gbadamosi and Sharma, 2019). This helps the business to develop a new product and services in the company
which can attract lots of customers and it also involves the designing of the product. Sometime business faces issues in which area or
location they have to promote their product, so this concept helps the business to find appropriate place in which they can promote
their products and services. Marketing mix helps the business to analyse their strength and eliminate the unnecessary actions which
facilitates the business in the overall growth in the future.
Brief explanation 4P’s of marketing mix
It can be referred to as the process or a framework that helps in the process of marketing of a products or services in the
market. This is an effective tool that used by the businesses to influence the business in getting lots of customers towards their
business. It includes various elements like product, price, place and promotion. These tools help the business in various ways that are
discussed below:
Product:
It can be referred to as the goods or the services that are being offered by the business to the consumers in the market.
Product is made in the company in order to satisfy the needs and wants of the customers (Morah, 2019). In this various aspects
are considered by the business while deciding which products like features, branding, colours etc.

Price:
It can be defined as the deciding the prices of the products and services that is being charged to the customers. It is the
most important factor that is to be considered. Pricing directly affects the operations of the business. This is one of the most
crucial parts of the marketing mix that helps the business to stay ahead from the competition. This involves all the decision
related to the prices, discounts and credits of the products and services.
Place:
Place can be defined as deciding of the location or the area in which the products and services are to be made available
for sale. This part of the marketing mix also includes that which type of distribution channels have to select in order to deliver
the products even in the remote areas.
Promotion:
It can be referred to as the decision that is related to the advertising, marketing, customer engagement etc (Aslam,
Karjaluoto and Varmavuo, 2021). It is one of the main components of the marketing mix that helps the business in promoting the
products and services in the market through various methods.
Introduction of products/services
Unilever is one of the major consumer goods brands that are present across the world. Company is dealing in variety of
products like food, ice cream, and beauty care, health care and cleaning agents etc. Unilever have divided there operations mainly into
three divisions that is foods and Refreshments, Home care and Beauty and personal care etc. Company is operating all over the world.
Their one of the main products is Magnum ice-creams. This product of the company comes under the foods and refreshments. It is a
Belgian brand that is owned by the Unilever. They provide various flavours of ice-cream to their customers (Shambare and Donga,
2019). They keep on introducing the new flavours in the market after analysing the new demand of the customers. Unilever regularly
innovate the new flavours in the company in order to attract the new customers towards their business. Company also provides sugar
free ice-creams to the health-conscious customers in the market. Their one of the main flavours is Magnum almond that is the most
selling ice cream of the company. They provide this ice-cream through various stores that they have set up across the globe. Company
ensures that they provide the best quality inc-creams to their customers which do not affect their health. They focus on all the segment
of the market which helps them in increasing the sales of the business. Company ensures that they should make the ice-cream
according to the demand of the customers in the market. They provide these ice-creams to the customers at very reasonable prices
which help in attracting the customers of lower level also.
Application of 4 P’s of marketing mix to organisation
Marketing mix are the tools and the factors that helps in the marketing and promotion of a products and services in the market.
This helps the business to attract the customers towards the business which helps the business in increasing the sales (Crabtree and
Zhang, 2022). This concept also facilitates the business to stay ahead from the competition in the market. It also involves the
engagement of the customers with the business. 4 P’s of marketing mix in relation to the Unilever is as follows:
Product
Product can be referred to as the goods and the services of a company that is offered by the companies and the business firms
to fulfil the needs of the customers in the market. It includes the overall aspects of the products and services that are designing,
branding. There are various ways from which a products and services can be purchased. Unilever is one of the most famous
brands that is dealing in the consumer goods across the globe. They are providing the various products to the customers like
food and refreshments, home care and personal care. Company deliver the products and services in the market after analysing
the demand of the product. Their one of the most selling products in Magnum ice-creams. Company make delicious ice-creams
in the market which helps in increasing the sales of the company.
Price
It can be defined as the deciding the effective prices of the goods and services that are to be charged form the customers. There
are various factors that are to be considered before finalising the price of the products and services in the market. This directly
influences the customers in the market as attractive prices help the business to gain more customers (Amjad, 2020). Unilever
brand set very reasonable prices of their products and services in the market in order to attract large number of customers
towards their business. Company have range of ice-creams products in which they are dealing. They have ice-cream of low
range as well as of expensive one which facilitates the business to get customers of every class.

Place
It can be defined as choosing the location and the place in which the products and services are to be sold. The main purpose of
this element is that to focus on that the customers should get the right product at right time (Gbadamosi, 2019). It also includes the
distribution of channels through which the products are to be delivered to the customers. Unilever always set an effective price
of the products which helps them in getting the good number of customers. Company have collaborated with the various
distributors and agents through which they made the products and services easily available for the customers.
Promotion
It can be defined as the advertisement of the products and services in the market. It is done in the business to attract the
customers and to give the knowledge about the products and services (Saarinen, Rogerson and Hall, eds., 2019). There are various
methods through which products can be promoted in the market that are as social media marketing, advertisements etc. Unilever
uses traditional as well modern methods of promotion to increase the customer engagement. They mainly use social media to
promote their ice-creams products in the market.
CONCLUSION
From the above report, it can be analysed that marketing plays an important role in the growth and overall success of the
business. It can be evaluated that marketing is a key concept that helps the business to find the potential customers for their
business and helps in increasing the sale of the company. Concept of marketing mix has also been discussed in this report which
helps the business to better understand the products that is to be offered to the customers. Four piece of marketing have briefly
evaluated. Introduction of the products and services have been discussed in relation to the company. At last of the report, practical
applicability of the 4 P’s of marketing have been undertaken which helps to find the importance of marketing mix in relation to
the company.
REFERENCES
Books and Journals
Gbadamosi, A., 2019. Marketing ethics, green and sustainable marketing. Contemporary Issues in Marketing: Principles and Practice, 185.
CHERUKUR, R.B. and PRIYA V, P.A.D.M.A., 2020. A Study On Impact Of Digital Marketing In Customer Purchase In Chennai. Journal of
Contemporary Issues in Business & Government, 26(2).
Mirror, B., 2019. Advances in the Technology of Managing People: Contemporary Issues in Business. marketing, 135, p.136.
Crabtree, R.M. and Zhang, J.J., 2022. Challenges and opportunities of contemporary sport marketing: Strategic perspectives. In Sport Marketing
in a Global Environment (pp. 1-13). Routledge.
Gbadamosi, A. and Sharma, A., 2019. THE CONTEMPORARY CONSUMER. Contemporary Issues in Marketing: Principles and Practice, p.121.
Morah, E.I.M., 2019. BUSINESS-TO-BUSINESS (B2B) MARKETING. Contemporary Issues in Marketing: Principles and Practice, p.280.
Shambare, R. and Donga, G., 2019. Religion and consumer behaviour. Contemporary Issues in Marketing: Principles and Practice, 420.
Amjad, T., 2020. Contemporary challenges in entrepreneurial marketing: Development of a new pedagogy model. Journal of Entrepreneurship
Education, 23(3), pp.1-22.
Saarinen, J., Rogerson, C.M. and Hall, C.M. eds., 2019. Tourism planning and development: contemporary cases and emerging issues.
Routledge.
Aslam, B., Karjaluoto, H. and Varmavuo, E., 2021. Data obstacles and privacy concerns in artificial intelligence initiatives. Contemporary Issues in
Digital Marketing, pp.130-138.