Marketing Report: Analysis of Unilever's Marketing Strategies in Malta

This report provides a comprehensive analysis of Unilever's marketing management, focusing on its strategies within the consumer goods industry. It begins with an overview of the consumer goods sector and Unilever's global market position, highlighting its diverse product portfolio and strong brand recognition. The report then delves into a marketing audit, utilizing SWOT and PESTLE analyses to evaluate Unilever's internal strengths and weaknesses, as well as external opportunities and threats, particularly within the context of the Maltese market. The analysis examines Unilever's unique selling proposition, market-specific positioning, and the adoption of a new marketing mix to address identified gaps between current strategies and the external environment. The report's findings emphasize the importance of adapting to consumer preferences, particularly the growing demand for organic products, and the role of digital platforms in enhancing customer engagement. Overall, the report underscores Unilever's commitment to innovation, quality, and customer satisfaction, with recommendations for refining its marketing strategies to maintain a competitive edge in the evolving market landscape.

MARKETING
MANAGEMENT

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................3
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
1) Background of Consumer goods industry and outline it markets position. ......................4
2.) Marketing audit to know the marketing attractiveness and market growth potential.......7
3) New marketing mix action to identify the gaps between present and external marketing
strategies...............................................................................................................................12
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................16

EXECUTIVE SUMMARY
In this report, the matter is related to the marketing management which is adapted by
companies to determine various marketing strategies. The management is to be undertaken on
the basis of planning, controlling and coordinating with various department so that they can plan
accordingly its various perspectives. In this report, the description is based on Unilever and its
unique selling proposition methods to fulfil the customer needs and demands at large scale.
SWOT and PESTLE analysis is undertaken to identify various internal and external factors
which is used bring barriers to Unilever to emerge into market. Through the process of new
marketing mix, it helps to identify the gaps between the company marketing strategy and
external environment strategy to attract the needs of users towards the products and services.
Thus, in this report the gaps are identified on the bases of PESTLE and than accordingly the
marketing mix is conducted to fulfil the gaps. The results arises in respective of choosing the
Unilever company is that as it carries the renowned brand name and previously deal in foods
products but after having huge demand of the organics products they mainly focused on
identifying the gaps through conducting PESTLE. Thus, after conducting PESTLE, the results
arises in respect of examining the needs of people regarding availing such organic products in
Malta. The marketing mix is to be conducted accurately and thus gaps can be achieved which is
interpreted from external environmental and bring more changes in working criteria in Malta.

INTRODUCTION
Marketing management can be done in respective of making pricing strategies,
examining competitors strategy regarding promotion of products and bringing innovative
services to attract the interest of customer. Organisation stability depends upon the marketing
strategy used by their marketing manager to retain the interest of customer for longer time period
(Olson and et. al., 2018). Thus, the main function of preferring the marketing management refers
to managing the overall activity of the company by planning, coordinating, motivating and
organising various activities to enhance the interest of marketing managers.
Present study is based upon Unilever which is consumer goods sector having headquarter
in London. Unilever is considered to one of the oldest multinational company which is operating
in 190 countries and they mainly deal in foods and beverages products, beauty products and
personal health care products (Unilever, 2019). This report will include the background of the
Unilever which deal in consumer goods products and also they are operating their business
worldwide. It also incudes the concept of marketing audit which is determined through internal
and external factors and also examines its potential growth in Malta. Lastly, the report ends up
with the examining gap which is identified in respect of external environment and same is filled
through implementing the new marketing mix.
MAIN BODY
1) Background of Consumer goods sector and outline the market position of Unilever.
Background:
Consumer goods sector are mainly used for the consumption of goods to satisfy the needs
and wants of the consumer. The goods which are covered under the consumer items are foods,
beverages, health care products, clothings and many more which satisfy consumer needs.
Consumer goods industry are mainly connected to the individual and buyer which purchase the
products according to their own preferences. As in this report, the project is outline with
Unilever company which is one of the oldest multinational companies having various operational
activities around the world (Jezowski, Thome and Calvert, 2018). Unilever was founded on 2nd
sept 1929 with the merger of the Lever brothers (Williams Lever, James Darcy Lever, Samuel
van den Bergh) and Dutch margarine producer Margarine Unie and the business is having
headquarter in London. It is examined that approx 1,55,000 people engaged with this business
and carrying it worldwide. They deal in over 400 brands which is also considered to be most

renowned brand in respect of food, health care products, beverages, cleaning products and other
refreshment products which is mostly demanded by customers. In 2010, with the partnership of
Paul Polman they mainly focus on bringing new and effective health care products. To start this
new project they focus less on food products which they are dealing before.
Market positioning:
Unilever is one of the oldest multinational companies carrying the tag of renowned brand
and also sustain in business with having the high turnover worldwide. It is considered to be
Europe seventh most valuable company and also had top most brand items in their company
which is available in among 190 countries. In 2017, it is examined that Unilever own 400 brand
and reach to turnover of 53.7 billion euros. Unilever mainly focused on its 4 main division which
is related to Foods, beverages, home care products and personal care beauty products which is
most demanding among the customers(Wagner and Eggert, 2016). They target the customer
according to the products demand and necessaries and then accordingly the marketing strategy is
used to promote their brand image. Unilever main objective is to run the business with honesty
and loyalty and also satisfy the needs of customer at large scale. They maintain the position in
market by innovating in their existing products and provide faster services to the clients and
customers.
Market specific positioning:
As Unilever celebrated 100 years in Malta regarding their personal and home care
products. This results in having huge demand of this products in Malta. Their market position is
certain as they mainly came up with different motivation techniques to secure market from
wastages. They came up with some amount of charity factors on purchase of particular products,
this attract the customer interest and also they feel participated in company internal matters. The
position of Unilever is strong as there main sales is to be committed from regional market and
thus there focus is to be determine the root regarding the needs of the customer. So that they can
reach to large number of customer to promote the products and services. Unilever is mainly
connected with the strong culture and adapting the unique employee brand. The main concept of
marketing the Unilever products is to fulfil the purpose and needs of the customer rather than
targeting the competitors to beat their strategies.
Unique Selling proposition:

In respect of matter related to present unique selling proposition, they sell the products by
keeping their own ideology in the products and services. For example in case of Dove, they
promote their products by imposing the presentable lines quoted on the products, that beauty is
not just for attracting someone but it sometime provides confident to face critical situation.
Similarly, to balance the selling proposition of products of Unilever, they also use the social
media platform to interact with customer personally. Uniqueness arises in respect of offering the
unique brand products in company and for that they use the digital platform to attract customer
through providing the innovative advertisement concept (Ingenbleek, Meulenberg and Van Trijp,
2015).In this respective it increases the sale in company by 15% as they interact with customer
personally and also resolve their issue if they face any problems in availing such products.
For specific market:
In Malta, the demand is raised regarding personal products this resulting in examining
more care regarding producing the particular products. As customer are specific regarding
availing such products and if it related to their skin they prefer organic products. Thus, in such
case Unilever use this strategies to deliver the quality product which is suitable to customer
needs. They are also targeting to innovate the retail stores so that the person which are not using
the online services can personally visit to retail store to purchase the product. Unilever main
target is to prefer such stores where they can reach to competitors at better place and also offer
unique products and services through their effective schemes. They motivate people to prefer
online as they provide special discount on product if they availing their products through online.
Unilever mainly uses the TQM approach so that they can improve the quality and performances
of the company to sustain for longer time period (Shahijan, Rezaei and Preece, 2016). TQM is
mainly covered under all the quality measure so that they can improve the performance of the
employees by motivating them to provide productive results. In respect of expanding the
business at global level, mainly customer are attracted to see the quality products at reasonable
prices. Thus, if they motivate the employees, there are more chances of retention and also it
results in having the loyal employees to attain the task.
Worldwide position:
Unilever is the multinational companies leading with products such as Lipton, Dove
which is famous in worldwide. In Malta also these products are in high demands and prefer the

Lipton products and it mainly covered with organic ingredients. Unilever also follow the
Government norms in respect of carrying the copyright and patent regarding the availability of
the products and services. As no company use the brand name of the Unilever or also not sale
any of the company products without its permission (Kotler and et. al., 2018). To increase sale in
company, they mainly concentrate on promoting the business through sponsoring various events
such as any sports, social events, artistic performances and many more. It is also examined that
Unilever company carries the CSR activity so that they engage in resolving the various global
issue which is faced by environment in respect of wastages of products. Unilever organise
various campaign to identify the issue personally and by this analysis they actively work to
protect the lakes in south Africa. Through these aspects, there are various achievement which is
mentioned in the advertisement regarding their promotional techniques to enhances the interest
of customer towards the company products.
2.) Marketing audit to know the marketing attractiveness and market growth potential
Marketing audit is defined as a systematic tool which is used in order to analyse and
evaluate the marketing environment that is both the internal and external environment within
which the company is working (Shahijan, Rezaei and Preece, 2016). This is important because of
the reason that the business environment is dynamic and keeps on changing therefore, it is
essential that Unilever focuses on the changes which are taking place within the business
environment. For conducting the marketing audit, it is essential for the company to conduct
SWOT analysis and PESTLE analysis. The current market scenario in Malta is of high
competition and also there are chances of high inflation. The SWOT and PESTLE of Unilever is
discussed in the following points below-
SWOT analysis- It is a tool which is used for analysing the internal strengths and
weaknesses of the company along with the opportunities and threats underlying within the
external environment. The SWOT analysis of Unilever is as follows-
Elements Description
Strength  The company operates in more than
190 countries which is a major strength
for the company as it has a large
market coverage and a greater number
of consumers at global level.

Therefore, this is a strength for
Unilever in Malta as it has a global
presence so this is a strength that the
consumers of Malta know the company
very well.
 Another strength for Unilever is that it
has a large and diversified product
variety which provides the consumers
to choose Unilever only for every
product type (Hin and Fuad, 2017).
This range of goods and services
provides a wide variety for consumers
of Malta attract more consumers to buy
the products and services of Unilever
Malta.
 The research and development
department of Unilever is very updated
and heavily funded which is a strength
because this helps company in time to
time conduct research relating to the
latest trends of the consumers.
Therefore, it is a strength because
Unilever Malta researches well in
respect of any change taking place in
the condition of Malta.
Weaknesses  The major weakness faced by Unilever
Malta is that there are many substitutes
being available within the market at a
cheaper cost which is mostly liked by
the consumers (Catherwood, Finlay
and McLaughlin, 2015). Therefore, this

is a weakness for Unilever Malta
because there are many substitutes
available for consumer of Malta.
 Another major weakness for Unilever
Malta is that the company is good in
researching but it involves a huge
amount of cost with the research work.
And this is not good for the company
as it increases the cost of company.
Opportunities  The increase of consumers trend in
Malta towards health consciousness is
a great opportunity for the Unilever
Malta to develop the products for
meeting the needs of this segment of
population.
 One more opportunity for the company
is marketing online. It is majorly
because of the reason that internet is
the latest sensation and company must
grab this opportunity and do its
marketing completely online.
Threats  The major threat for the Unilever Malta
is that there is intense competition in
Malta relating to consumers. Therefore,
the competitors of Unilever Malta pose
many threats for the company at the
global level (Brudermann, Mitterhuber
and Posch, 2015).

PESTLE analysis- It is a tool which is helpful for the company in analysing and evaluating
the impact of the changes taking place in all the external factors and their impact on the business.
The PESTLE of Unilever in accordance with the conditions of Malta is as follows-
Elements Description
Political factors These factors include any changes within the
political and governmental sector of Malta
which affects the working of company in the
country. It includes stability and instability
among the political parties, changes in
government, changes in taxation policies and
other policies. Unilever Malta has started a
new concept of organic green tea. For this the
government of Malta has provided for some
relaxation in the taxation rates. This reduction
in tax rate is an opportunity for Unilever Malta
because now it will have to pay less taxes.
This is a positive impact on the company
because now company can use this money to
invest somewhere else.
Economic factors Economical factor includes changes in the
economic conditions of the country which
impacts the business in either positive or
negative way. This has a major impact over the
operations of Unilever in Malta (Jezowski,
Thome and Calvert, 2018). It is because of the
reason that in Malta there is inflationary period
going on (Malta inflation rates, 2019). And in
this time people purchases fewer products as
they are costly. This is not a growth option for
company but it can reduce the negative impact
of this by reducing some prices of the products

and services as compared to the competitors.
This is done because of the reason that if it
will charge fewer prices as compared with
competitors then the consumers will like the
products more.
Social factors These factors include the beliefs, thinking,
attitude, behaviour of the people and the
society. It is very important for Unilever to
study the societal factors because of the reason
that if the company not studies the culture and
produce the products then it is not necessary
that the consumers lik e the products. The
current trend among the consumers of Malta is
shifting more towards the healthy products.
Therefore, this is an opportunity for the
company that its organic green tea product
concept will be a success because the
consumers of Malta are also in favour of
healthy foods and beverages (Mukhtar,
Williams and Shaw, 2017).
Technological factors These factors include the changes and
advancements in the technology and different
tools and techniques used to develop products
and services. In Malta there is much
involvement of digital marketing therefore,
Unilever has also adopted for digital marketing
in Malta. In this type of marketing Unilever
promotes its products and services with help of
different social media platforms such as use of
marketing with help of Facebook, Instagram
and other social media websites (Digital

marketing, 2019). This is an opportunity
because of the reason that there is a huge rise
in the use of internet and social media website
by the consumers of Malta. Therefore, this has
a positive impact that more of the consumers
see the advertisement done by the company
with help of these social media websites.
Legal factors It includes the factors such as the laws and
regulations which guides the business and its
ethical working. Therefore, the company has
to more focus on the legal requirements
(Ouenniche, Boukouras and Rajabi, 2016). It is
majorly because of the reason that every
country has its own specific legal
requirements. For this Unilever Malta follows
the standard process of manufacturing. Also,
for this the company has followed all the
guidance in accordance with the laws
applicable. This is an opportunity for the
company because by following these laws the
company mentions all the necessary details
relating to the products on the packaging and
on the official website of the company. This
opportunity has a positive impact on the sales
of the company as the sales increases because
the fact that consumers likes the thing that all
the correct information are mentioned on the
packing of the product. Therefore, the sales of
the products of Unilever Malta increases.
Environmental factors It includes the fact that the company must take
care of the environment as well. For this

Unilever complies with all the requirements of
the corporate social responsibilities required
by Malta (Song, Sun and Jin, 2017). For this
the Unilever Malta for its physical evidence
that is the infrastructure of the company uses
all the environmentally friendly products and
the products which do not harm the
environment. This is an opportunity for the
company which has a positive impact on both
the company as well as the environmental
conditions of the Malta. This is because of the
reason that with the use of eco-friendly
products of the company will not degrade the
environment of Malta. For the company it has
a positive impact that the products and services
of Unilever Malts will be liked by the
consumers of Malta as they are
environmentally friendly.
3) New marketing mix action to identify the gaps between present and external marketing
strategies.
Marketing mix action is controlled by company in respect of its 7 factors such as
products, price, place, promotion, process, people, physical evidence etc (Marketing mix of
Unilever, 2019). As Unilever carry the 400 brand and its biggest brand are named as Dove, Lux,
Surf Excel and Lipton green tea which is mostly liked by customers as well. In such perspective,
the gap is achieved by conducting the new marketing mix in which the products and services is
compared with the external environment and then the gap is overcome. In this perspective the
gaps is identified in respect of bringing the organic products in market. The following new
marketing mix includes such as:
1. Product: Product refers to such items which satisfy the customer needs at large scale. It
can be tangible and intangible goods which is covered with innovative ideas, thoughts

and belief so that its success criteria are increased. In respect of matter related to
identifying the gap, the external environment is more focusing on personal care related
products which is hygienic and organic and didn't carry any side effects (Olson and et.
al., 2018). As previously Unilever company is not focusing on personal care products,
they focus on providing the best quality foods products to their customer. Thus, if
Unilever focus on providing the organic products at low range so that they can reach to
large customer base.
2. Price: In this marketing mix, customer prefer such product which they can easily
afford and also, they approach for further procedure. In case if identifying the gap
between the existing and external environment, competitors are using the penetration
marketing strategy to attract the customer. As in this case they increase the prices once
the product become famous (Möller and Parvinen, 2015). As there are low taxes it
means that the company can go for penetrating pricing as with the help of this pricing
strategy the company will penetrate in the market. This will be helpful in case when the
taxes will be high or there will be inflationary situation. It is because of the reason that
if company penetrates in the market then a slight rise in the prices of the product not
affects the buying habit of the consumers.
3. Place: As it is necessary that products must be promoted at right place, right time and
with right marketing techniques (Homburg, Jozić and Kuehnl, 2017). Unilever is
promoting their product globally and also, they reach to 190 countries worldwide. Thus,
in such perspective the organic products are to be available at online sites and also
available at physical stores. So that they can be easily reachable by every person. In
such case the gap is identified that most of the companies are upgrading their system to
attract customer through online services but in case of Unilever company they are
promoting their services offline too. They are opening the retail stores of Unilever in
posh areas where they can beat competitors and also customer can easily avail such
products at any time. But the company also needs to focus in the online food stores by
way of delivering food on just one click by customer. This is because of the reason that
this is the latest trend in the market and if company does not focus on these trends then
it will become obsolete in the market.

4. Promotion: This is the basic tool which is used by company in respect of promoting
their new products in international market. As through effective promotion techniques,
they can reach to large customer base. As Unilever company mainly uses the upgrade
internet services such as promoting business online and offering discount and special
offerers to customers. In such cases the external environment is using the social media
platform to fulfil the customer needs and demands. Thus, the gap is identified in
respective of adapting the advertisement procedure to promote their products and
services globally. Thus, Unilever choose the best promotional technique to attract
customer in respect of advertisement concept (Weinstein and Pohlman, 2015). They
offer special discount to customer on products and also at the time of delivery of
products, they can avail discount in respect of using the referral code in case of
reference given to any person. The gap is identified in respect of using the best
technique to promote the services globally.
5. People: As people before availing the organic products needs proper concern regarding
the procedure to use this product. In such factors, the gap is analysed on the bases of
not getting proper reviews. In such case, Unilever prepared their effective sales team to
handle the queries and also resolve issue which is faced by customer after availing the
products and services. In such case, the gaps arise in respect of external environment as
they had effective team to handle the issue which is faced by customer regarding
getting information about the products but in case of Unilever, the customer is not
satisfied with such perspective (Gummesson, 2017). They had to appoint the skilled
person to handle the queries raised by customer. So that they get to know about the
customer needs so that they can fulfil in better perspective. As in respect of external
factors they are focusing more on heath products and for that the gap identified in
respect of providing organic and hygienic products.
6. Process: As to promote products in market, it requires standardised procedure so that
there is no lack in any of the information which is necessary to be disclosed to public
before choosing such products (Möller and Parvinen, 2015). Thus, the gap is identified
as external environment deal with public directly and also take review from customer
after availing such products. In case of Unilever they are not using such methods which
distract the customer needs and also their demands are not fulfilled regarding availing

such products. Thus, to recover the gap, proper strategies is to be adapted in case of
choosing the right techniques which fulfils the customer needs. As Online technology is
also one of the major aspects which play important role in such they had to upgrade the
system so that they can reach to customer through online faster. With this perspective
they can save time and cost in better manner (Olson and et. al., 2018). The gap
identified in respective of not upgrading the digital platform as Malta people use the
advanced technology. In such perspective the gap is to be overcomes by upgrading the
system so that products can be promoted on continuous bases. Upgrdation can be done
on the bases of implementing more secured codes so that customer details are not
hacked if they purchase the products online.
7. Physical Evidence: It refers to the aspects which is physically present in case of uni
liver company, the products which can be seen, touched, feel, used and also can sell the
products easily. The gap is identified in respect of using the eco friendlily products as
external environment is mainly covered with this perspective but Unilever company
still selling the products in plastic (Wagner and Eggert, 2016). In such manner, they
are causing harm to environment and for that the gap is identified in respect of packing
the products in plastic paper. In respect of external environment, the need arises in
respect of preferring the organic products and to prepares organic products raw
materials are to used must be organic. This helps them in attracting customer as the
procedure is disclosed in products packaging and thus, by this procedure it results In
getting more customer.
CONCLUSION
From the above study the report is concluded that marketing management is mainly
conducted to manage the overall activity of the company. As without having unique marketing
techniques, company cannot retain in market for longer time period. Thus, management can be
done on the bases of controlling the techniques which is used by company in respect of saving
global environment. Unilever company is one of the oldest multinational companies which
carried the renowned brand name in global market. Thus, in this report it is also examined that
by using the total quality management approach, they can undertake the best quality products to
their customers. Through this approach, they can attract the interest of the customer at the time of
promoting their products.

In respect of applying the SWOT and PESTLE analysis, the gap is identified in respect of
not focusing more on organic related products which is mainly adapted by Malta people. Thus,
in such perspective the gaps is examined by conducting the PESTLE which determine the actual
position of company. Through this internal and external aspects, it helps to determine the overall
integrity of the Unilever. Lastly, the report is covered with the marketing mix in which organic
products is identified and also their availability in market. Thus, it helps in managing the
company overall integrity to bring organic products to fulfil the gap and also distract the
customer interest towards this product for longer time period.

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