Unilever Marketing Strategy Report: Detergent Innovation and Analysis

This report presents a comprehensive marketing strategy analysis for Unilever's detergent products. It begins with an introduction to marketing strategy and its importance for a multinational consumer goods company like Unilever. The report delves into a situation analysis using the PESTEL framework, assessing the political, economic, social, technological, environmental, and legal factors impacting Unilever's detergent business. A detailed SWOT analysis evaluates Unilever's strengths, weaknesses, opportunities, and threats, including its market share. The report then examines Unilever's competitive advantages, focusing on its Unique Selling Proposition (USP) and evaluating its current marketing strategies. Part 2 of the report analyzes Unilever's STP (Segmentation, Targeting, and Positioning) approach and outlines marketing strategies, including recommendations for future improvements. The report concludes with a summary of key findings and a list of references.

Marketing Strategy

Executive Summary
This marketing strategy is based on innovation of detergent of Unilever company. This examines
about all the best marketing strategy which helps company for becoming more successful in their
products with the external and internal analysis which could be best for understanding. Unilever
company will market their products in unique as well innovation for consumer who wants and
needs. It also analyses about current marketing strategy and targeting along with positioning,
segmentation, also competitive advantage including marketing evaluation. It clearly makes
marketing objective with the application of marketing mix in Unilever company.
Table of Contents
INTRODUCTION ..........................................................................................................................1
PART 1............................................................................................................................................1
Situation analysis.........................................................................................................................1

SWOT analysis of Unilever and its market share........................................................................3
Analysation of competitive advantages – USP and Evaluation of current market strategy........4
Part 2 ...............................................................................................................................................5
Analysation of STP at Unilever...................................................................................................5
Marketing strategies.....................................................................................................................6
RECOMMENDATIONS.................................................................................................................9
CONCLUSION................................................................................................................................9
.......................................................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing strategy defines as long term plan for business in organization which has
looking forwards approaches. Marketing fundamental strategy achieving goals for sustainable in
understanding customer needs and wants. This strategy lays out the largest markets along with
value proposition which offered on the basis of achieving best marketing opportunities (Hult and
Ketchen, 2017). Unilever is multinational consumer goods company which includes many
products such as food, detergents and soaps, ice cream, tea, beauty products, personal care and
consumer health care products. Hence, it is world largest selling of detergent as well soap across
various countries. The company have organized them into sub three division such as
refreshments and food, personal and beauty products moreover home care. This report analysis
of exterior and interior situation of products in marketing, that support chosen organization for
developing their more business as per market situation. Competitive advantage with the
supportive in unique selling price and current marketing strategy. Furthermore, this study about
market segmentation, targeting and positioning, objective for marketing mix strategy.
PART 1
Situation analysis
PESTEL is framework which is important for companies such as Unilever in
understanding dynamics along with improving business process.
Political:
Unilever has huge products for their business which makes more developed in various
different countries. Government has announced regulation towards food as well drugs
management, if they do not comply with that legal issues they have to pay fine and more risk can
be taken in their business. The company is also liable for all regional and local, as they required
to follow laws globally in each country where they are setting up business (David, 2019).
Unilever has involved in business for detergent making their products more popular and laws as
well government norms must be followed by them.
Economic:
Employmen buyers t is more important in economic but at present Covid-19 many
products in Unilever being gets affected with their employee incomes. If there are large number
of unskilled employee than, company would help them for reducing their costs and but it will
also mean that there should be less number of people buying their products. Consumer directly

affected to home products such as detergents and soap if they aren't in demand than profits and
cash flow will easily get negatively impacts
Social:
Unilever have started their business in various more products line and involved some
innovation with home products such as detergent (Matovic, 2020). As they use different
language for promoting their products like Hindi, Tamil and many their as per their countries
languages. Therefore, companies seems that there Is he scopes in beauty products and at their
age each people want more safety in health. They can prefer more companies detergents as well
soaps for looking more professionals with their beauty as well clothes.
Technological:
Company selling their products online and offline with their respective brands identities.
Unilever also developing them more in adopting advance technological which supports them for
having more business in various other countries. Minimum number of resources set up for
research and development so that they can easily launch new products and help company for
capturing place in market. This also means that company will produce more goods and services
at same time. Perpetually improving operating cognition for increasing in efficiency and
reducing costs.
Environment:
Organization is also able to make their project to become eco-friendly environment and
working towards sustainability objective which makes future brand images in its company. The
material which they are using in packaging for home products as well for beauty and some other
products are design according to benefits of environment (Pererva, Nagy and Maslak,2018).
Their products are designed in such ways that simply many customers are attracted towards them
for using friendly environment things.
Legal:
Unilever have big portfolio for their brands while taking care of government laws and
regulation. At some time they also confused their consumers for buying different product as they
have launch various goods at same time for making their market space. Along with that customer
should also being informed about their legalities and process so that creates trust in customer
minds and gains more customer loyalty. Companies make some use of their patents as for selling

points and develop confusion in mind of customer (Shtal and et.al., 2018). So to avoid this they
have legal department which are required to take care of action.
SWOT analysis of Unilever and its market share
SWOT analysis helps in understanding the internal environment of Unilever and assess the
conditions of business. The below paragraph will provide brief explanation:
Strength
Unilever is emerging in many parts of the world and create a global footprints. Its now
operates in nearly 190 countries all over the world with top brand that recall about consumers
products. Strength of Unilever is done on the basis of internal factors that include production or
distribution processes, structure of business and its investment. Since, Unilever has very strong
brand image so its easy for them to compete with other competitors in the market. Unilever also
has advantage of flexible pricing and expertise in distribution channel so it carries a distinct
competitive advantage over its biggest competitor for instance, P&G, Nestle and Henkel.
Another main advantage that Unilever has pursue with its global strategy that help in mark it
image in the mind of buyers (Neganova and Tonkikh 2019).
Weaknesses
In spite being the biggest market share, there are some weaknesses that Unilever has faced
and that's limiting its growth. The weaknesses covers those strategic factors that become the
barriers for the organisation and its development. Its very convenient to substitute the products of
Unilever because of its imitable nature of products for instance, Rexona may copy its products
even if the Unilever is heavily done the investment in its development production processes.
There are huge range of detergents in market that consumer attracted. Another main
disadvantage that Unilever face is that its business diversification is very limited, even if the
company has wide range of product mix.
Opportunities
Unilever has great opportunity to enter with the diversification of its businesses as because
with advent of globalization in global media, buyers are now attracting towards the western
lifestyles, so Unilever can grab this opportunities and make an effort to diversified its consumer
base that wants to match their taste or preferences to westerners. Unilever should also seize the
opportunity to market its products in the health segments with its existing and launched products
range that is specifically serve those consumers who are health conscious. Similarly, Unilver can

attract consumers by bring innovations in its products with more environment friendly and make
it business more sustainable so that it retain the environment friendly buyers.
Threats
There are various threats that limit the growth of Unilever, as competition is increasing in
market. Unilever also face tough competition that is become the threat which is based on other
firm's strength (L buyers estari,and Yunita, 2020). As a result of this, the competitors are
threaten to lower down financial performance and its market share. For instance, if Unilever is
producing detergents than it might possible that local firms can developed its own local soap and
detergents which is similar with Unilever's products and selling their products with least price.
The market share of Unilever :
Unilever is international brands that produces wide range of products like food beverages,
cleaning stuffs or personal care products. In 2020, Unilever has become one of the leading
companies in the world. Ranking in the most valuable brand in the year 2019. The estimated
revenue of Unilever in year 2018 is expected to be approx 60.41 billion US dollars, (Statista
Research Department 2021). In 2019, Unilever earned 12.12 billion US dollars particularly in
home care products. It generated the revenue from personal care products in year 2019 was
approx 24.5 billion US dollars.
Analysation of competitive advantages – USP and Evaluation of current market strategy
Unique Selling Brand commonly refer as USP is basically a strategy that make company
differ from other company and stand out its business in market. USP main aim is to be unique
and provide the strategy that make the company stand out in market. Unilever can advertise its
product through media marketing and brand marketing campaigns so that it become a good start
for company, if Unilever is planning to launch its product in market. Another important USP tool
is digital marketing in which USP is presented as a tag-line of a webpage or as a bulleted list on
all stores of online and digitalised business. Further, the strategy of Content Writing is also very
useful way to present USP as it is very good way to display a information by creating creative or
attractive content (Vlados, 2019). Unilever can make this technique work in their organisation
so that it provide relevant detail of their products and its related blogs so that consumer engage
more and more.
Unilever is committed and responsible for marketing and advertising. Unilever is using various
channels of brands communication in order to brand its products. As promotion is essential for a

powerful behaviour change in consumers. So its always preferable to attract the consumers in
issues that are matter to them or attract their attention by focusing on environment factors. Pesil
and Omo's used the tag line 'Dirt is good' campaign advertise and covey that getting dirt is just
natural part of growing up for children as a part of their learning. Comfort One Rinse's
promotion strategy explain the importance of water and present that only bucket of water is
enough for cleaning of clothes rather than using three. So,with the help of this type of
promotional tools, Unilever is gathering consumers attention with more important matter. With
those strategies Unilever can increase its overall growth and its profitability in the long run to
target large group of audience.
Part 2
Analysation of STP at Unilever.
In order to successfully survived, Unilever should need to analysis its market segment so that
its identifies its potential customers. Identifies the profitable segment of the market so that the
product development is successfully achieved. STP also clarifies that how the company can
communicate its product to its targeted audience.
Segmentation
Market segmentation is very important for Unilever so that it carefully divide its market as
per the preference of customer. Therefore, if the organisation is launching any product or
services so its not necessary that its products is used by all the people. That is the reason that the
company need to do its market segmentation. As this allows to carefully tailor all those
approaches that serve each group's requirements cost effectively, and this gives the company a
huge advantage over its competitors who is using the approach of 'one size fits all'. Unilever can
differentiates its segments in order to target its audiences. The following app roaches can be used
by Unilever :
Demographic – This factor is used to differentiates the person attributes like age, gender, martial
status, education or occupation etc. So, if Unilever wants to sell the detergents in the market, it
will target all women whose age is from 18 to 55 years (Lestari,and Yunita,2020).
Geographic – This factor is related with the country, region, city or areas. Unilever can target the
local areas, can be sell in foreign markets in selling detergents.

Behaviour – It divides on the basis of nature of product, how people use this, channels of
distribution, brand loyalty etc. In accordance with detergents, Unilever can sell this products on
malls, supermarket or to local distributors.
Targeting
After the segmentation is done, next step is to decide the target by finding the most innovative
ones. There are various factors in this to consider that includes :
Money: Unilever should decide that what group of customers contributes most of the bottom
line. For detergents, mostly the contribution is made with middle or higher income group.
Size : the market should be large enough in swelling products. The market segments for
detergents is large because it is basic necessity for household chores and every women should
use it.
Accessible : Every segments should be accessible to the team and those segments should be able
to get the messages that company wants to convey. If the Unilever is presenting the dirt in
clothes of children in its advertisement than its aim of this advertisement should be clear in the
mind of viewers.
Positioning
This is the last one in the processes of STP. The goal is to identify the most suitable position
of product to target the most valuable buyers segments. Unilever should consider its products
rather than those of those of competitors, and it can be done with the help of Unique selling
prepositions (Contador, and et.al 2012). Later, Unilever should need to consider the wants or
requirement of the customers. The product should solve the problems of all these people. If
Unilever claims that its detergents removes stains from clothes than it should fulfilled this
requirement.
The STP modal help Unilever to help in position of its products so that it efficiently target all its
customers. This also provides a brief of all that parts that the company should be able to earn
maximum profits.
Marketing strategies
Marketing objectives
To increase the sales by 20%
To increase the market share
To build customer traffic on social media.

Marketing Mix at Unilever :
Unilever is implementing marketing mix which is consider as complex that differences its
product and variations all over the world. Unilever's marketing mix reflects different strategies of
that is designed to attract the targeted market. As product or place elements are most essential
one while price or promotion is ensuring the company's growth or profitability. So Unilever
should need to maintain its marketing mix that help in addressing competition and face other
challenges in market globally.
Place
The place is refer as that factor that decides where the company is decides to sell its product
in market. As Unilever is operating globally, its reflection is extensively reach of the business in
the consumer goods or services (Dost,and et.al 2019). Unilever is using the following methods
in order to reach its customers namely through retailers, Kiosks and Stores. Retailers are primary
places of distribution for its products, the main example of this is Walmart, is the largest retailers
responsible for dist buyers ributing all these consumable products. Further, Kiosks are also used
by the Unilever so that it directly introduce its products to its target customer. Lastly, some of its
products also sold through stores.
Price
Unilever maintain a varied range of price points, after considering the diversification of its
products. In this method, various prices and its strategies are determine in this area of the
marketing mix. For its consumer good business, the different price strategies are determine by
Unilever. Market Oriented Price Strategy is consider in setting the price points that are based on
consumers goods. For instance, Unilever chooses pricing of its competitors so that it determine
most appropriate pricing for its goods. Additionally, the another one is premium pricing strategy
in which the price is set higher as compare to its competitors. For example, for goods like
detergents, Unilever is usually set high prices for its premium quality brands, and it also
occasionally offers its goods at discounted prices in bundles. All the strategies for pricing is set
in Unilever that suits the variations as per buyer's goods and market in which the company is
selling its goods.
Promotion
Unilever needs to adopt various methods for promotion to survive in the market, determining
the high level of competition that pertain in the market in which its mostly target. In this section,

buyers the various strategies or approaches to promotes its product so that it easy for them to
target its customers. Unilever uses the different tactics of promotional in its operations that
includes sales promotion, advertising, personal selling and direct marketing. The primary method
of advertising the products of the Unilever is through advertisement (Bahl and Chandra,2018).
Many of its brands have done its advertisement on social media or television. The company also
uses many other methods like sales promotion with discounts and offers. For example, with
purchase of detergents, the soap bar is free. Unilever also sometimes use the personal selling
method in collaboration with various retailers and set up kiosks at malls ans showroom for
occasions or promotional events.
Products
Unilever is extending its consumer gods business over many years, that results in composing
of the product mix of over hundred of brands. This method of marketing mix is help company to
identifies the outputs of company and it has diverse range of products that includes the
refreshments, home care, personal care and foods and beverages. Unilever's food products
incudes sandwich spreads, cubes and sauces, and the refreshments category includes ice-cream
and teas.
People
People in the context of marketing mix is not just include consumers but it also consider all the
management of company. Employees of Unilever, those who are responsible for selling,
marketing, designing. Others are those who manges team, representing customer, and all those
who is directly or i buyers ndirectly engaging in the business operations.
Physical evidence
Its important for the consumers to know about the brand that they are purchasing from and
sure that its exist in real life. Its often takes two forms firstly, proof for the existence of service
or brands or evidence that a purchase took place. For example, if Unilever is selling any
products so its important for them to provide any receipts, invoices and or any proof to its
consumers so that it become a proof later (Aras,and et.al 2017).
Process
The last part in marketing mix that includes all those processes that describers the series of
actions that take place in delivering the products to its consumes. Unilever should examine this
so that it assess aspects that is related with payments systems, procedures of distribution and

managing the relationship of customers. So that later company is not face any hindrance
regarding this matter and able to provide the proof if any fraudulent is made by people or at the
same time it also protect the buyers from any misconduct happening.
RECOMMENDATIONS
On the basis of above discussed strategies of Unilever it is found that company want to increase
sales and market share. It makes use of marketing mix strategy in which it provide detailed
information to customers about its products, services, pricing strategies and others. But here are
some objectives that should be added by this company such as:
 To approach global customers and increasing customers' retention rate.
 To improve brand awareness among people.
By accomplishing these recommended goals, Unilever can increase its sales and
profitability. Company should also focus on making use of social media platforms for
marketing washing powder and attracting its target market. It is stated that people spend a lot of
time in social media platforms so, by providing attractive ads on social media platforms it can
grab attention of global customers. In addition, it can make use of television for attractive
advertising of washing powder. Advertising by celebrities can also grab attention of target
people. There are some successful companies whose main key of success is marketing strategies
such as Tesco as it makes use of customized media and shifting towards digital marketing.
Apple is also successful company ans it has unique value proposition. It focuses on several
effective strategies, product as well as market development is main strategies. So, as per the
products line and aim of Unilever it can be recommended that it should focus on cost leadership
(Ze and et.al., 2018. ). By reducing prices or becoming cost leadership in the market it can
accomplish its goals. Along with this, it can take competitive advantages and can increase sales
of its main product detergent.
CONCLUSION
From the above report it had been concluded that for involving in market for product line or
selling single product company must have to keep in mind about their internal and external
situation from which they can easily set up business. Marketing is concepts where each and
every companies needs to analyze their customer needs and wants plus companies make good
decision for satisfying their customer needs. Organization also know about current marketing