(TIỂU LUẬN) thảo luận nhóm TMU marketing analysis of unilever

Marketing Analysis of Unilever Course: Marketing Student: Nguyễn Phương Anh- 21K650005 Class: CN18-Krems Date: 15/04/2022 Table of Content Executive Summary Vision: 3 Business plan: I.3 Business Plan of Unilever _3 Corporate Strategy _4 I.4 Corporate Strategy of Unilever II SWOT analysis III PESTEL analysis of Unilever _5 IV Marketing strategy IV.1 Key Peelers of Marketing of Unilever V Unilever’s Marketing Segmentation V.1 The Marketing Segmentation of Unilever _7 VI Unilever’s Marketing Mix (4P+3P=7P) _7 7P of Unilever 4C of Unilever _8 VIII The 5M’s of Advertisement _8 Conclusion _9 References 11 Executive Summary Through three tools: cost leverage with efficiency, marketing innovation, and profitable volume growth, Unilever has ambitious plans for sustainable growth and a strong sense of social purpose of contributing vitality to the lives of people Unilever's regional markets account for a large amount of its sales, and the company is attempting to establish a stronger foothold in those countries and double its business Its strengths include a diverse brand portfolio, a strong supply chain with short lead times and cheap costs, global brand recognition, and great management and human resources Its primary flaws include a lack of direct contact with customers, poor sales development in emerging regions, declining revenue, and a lack of presence in premium markets The following are some of the study's key findings about Unilever's significant threats: Local and multinational companies are competing fiercely A more complex organizational structure and a more difficult business climate With these flaws and dangers, it also has some key possibilities to maintain and expand its business using its strengths These opportunities include: increasing demand for healthy products, developing markets are likely to rise, and increased demand for aging people products Unilever owns around 400 brands in nearly every country and area on the planet Based on its features and value propositions, each brand has its own market segmentation To ensure TQM, it considers all quality measures implemented at all levels and involves all firm employees Unilever is a well-known brand all around the world Unilever's brands have their own branding strategies, yet they all have the same logo, design, ideology, and message Each of Unilever's 400 brands is represented by 25 icons in the logo 2012 was the year with the most marketing budgeting and spending The total investment in 2014 was $12.07 billion, with a 14.8 percent turnover Because the majority of Unilever's target customers are in the upper middle to lower middle income bracket, most of their items are priced in the low to mid-range Focus on ecommerce for Omni-channel efficiency, increase focus on digital marketing and social media, create separate brands to enter the premium personal care products Eco friendly product packaging, diversify its business to other segments are some of the things that Unilever should to become more successful I Vision- Mission- Business Plan- Corporate Strategy Vision: Unilever has ambitious plans for sustainable growth and a strong social commitment According to Unilever’s vision is to: “Double the size of the business, while reducing environmental footprint and increasing positive social impact and determination to build a sustainable business for the long term Mission: Unilever’s mission is” To add vitality to life” The legacy of Unilever - great administration, item quality and long encounter of working with communities offer assistance them to attain it According to Unilever“Our vitality mission will focus our brands on meeting consumer needs arising from the biggest issues around the world today– ageing populations, urbanization, changing diets and lifestyles.” Business plan: The business plan of Unilever is to guarantee sustainable living for everybody through its brands, individuals and operations Unilever has apparatuses for achieving sustainable living They are- cost leverage and efficiency, innovation and marketing investment and volume development Unilever wants to center on R&D and innovation to create new and made strides items sponsored by marketing to create indeed stronger brands which can drive the volume growth of deals Following is the business plan of Unilever I.3 Business Plan of Unilever Corporate Strategy Unilever is attempting to make a more profound root in those markets Through its well-established dissemination organize in both the conventional and modern retail outlets and with a great capacity to adjust successful worldwide brand concepts to suit local markets, Unilever is in a great position to be able to capitalize on the development forecast in these regions The objective of Unilever is to twofold the measure of its commerce with personal and domestic care, nourishment and refreshment sector by superior deals through strong brand inclination so that it can accomplish its sustainable living plan I.4 Corporate Strategy of Unilever II SWOT analysis Strengths Perceived worldwide brand by all the consumers Strong brand portfolio in several segments Strong supply chain to low lead time and cost Economies of scale diminishing cost Huge speculation in R&D Excellent administration and human Resource The Covid-19 dilemma is thwarted by great diversity (2021) Opportunities Increasing require for healthy Weaknesses Less coordinate association with customers Difficulty in managing nearly 400 brands Nonappearance within the premium markets Slow sales development in emerging market Fall in revenues Openings Threats Natural-based products are developing Totally reliant on retailers Threats Strong competition from products creating demand Developing markets are anticipated to grow Personal Care portion may gotten to be more customized Item for maturing people may see increment in demand Investing in innovative technology with financial resources neighborhood and MNCs Competition in getting store space increasing Tougher Commerce Climate Complex Organizational Structure Niche brands picking up favor Industry consolidation III PESTEL analysis of Unilever 4 Political Comply with any limitations forced on usage of client content Publish a privacy policy in the Unilever application Local governments impose a new tax or tariff Political precariousness impact business Social Demand rises as the population grows Improving one's health and happiness Consumer literacy in emerging markets has an impact on marketing campaigns Changes in beauty and nutrition perceptions Environmental Production of Unilever may cause environmental damage Climate alter may have converse impact on tea production Polluted water may increment request for Pureit Failure to accomplish longterm objective 4 Economic Economic downturn or slowdown decreasing sales Inflation expanding COGS Exchange rate variance causes risk of low profitability A higher interest rate on future loans Technological Technological advancement expanding sales Change in innovation making current innovation obsolete Upgrade to modern innovation requiring money Improved cost effectiveness Legal Not permitting the select of certain guarantees, confinement of obligation for incidental damage To the fullest extent permissible under relevant legislation Tougher business rules Trade Union causing inefficiency IV Marketing strategy Unilever is the world's second largest advertiser, with two billion people in 180 markets Collaborating on strategy creation with 7000 marketers and brand partners throughout the world is a tremendous endeavor, let alone executing it For its marketing approach, Unilever uses three key peelers IV.1 Key Peelers of Marketing of Unilever People first: The first pillar is "Putting People First” “Putting people at the heart of everything Unilever does " Unilever does not speak of shoppers or customers; rather, they speak of genuine people with real lives, wants, and goals Indispensable brands: Unilever's mission is to create brands that people can't imagine not having Unilever's brands have a distinct purpose and viewpoint Magical experiences: Harnessing emotion and sharing those magical brand experiences across the entire buying route, across the entire customer journey V Unilever’s Marketing Segmentation Unilever has nearly 400 brands in numerous nations and districts of the world All the brands have distinctive advertise division based on their highlights and esteem propositions The advertise segmentation can be done by areas1.Geographic 2.Demographic 3.Psychographic 4.Behavioral V.1 The Marketing Segmentation of Unilever VI Unilever’s Marketing Mix (4P+3P=7P) Unilever's brands are segmented into distinct market segments depending on their attributes and value propositions The cost varies depending on the product kind Unilever makes extensive use of practically every promotional instrument available to marketers Unilever's products could be available in over 190 countries Unilever's brands all have their own branding strategies, but they all have the same logo, design, ideology, and message Its logo contains 25 icons that reflect the value of each of Unilever's 400 brands Unilever employs about 165000 people worldwide and has a broad network of retailers and distributors (Unilever, 2016) The majority of Unilever's products are packaged in plastic bottles or packs They are available in retail stores, shopping malls, and online, among other places 7P of Unilever The customers of Unilever can be split into several categories Unilever's clients come to 50 with a medium to high income The food segment's age group begins at five years old, and they seek tasty and healthful foods The cost of Unilever's products comprises costs such as manufacture, packaging, marketing, and distribution, among other things (Kalsoom, 2013) Unilever utilizes a variety of communication channels and continues to research and investigate new channels through which to communicate with clients (Choudhury, 2013) Customers of Unilever buy items from retail stores, supermarkets, and online stores, among other places, and Unilever actively competes for better store locations than competitors 4C of Unilever VIII The 5M’s of Advertisement Various methodologies, such as Digital Ad Ratings, Consumer Neuroscience, Radio Airplay, and Online Streaming, can be used to assess the impact of advertisements Unilever uses a range of methods, intermediaries, and platforms to market and promote its products Print, radio, television, POSM, retailers, and distributors are examples of conventional mediums, whereas ecommerce, social media, and search engine marketing are examples of online means VIII.1 5M's of Advertisement of Unilever Unilever's attention is shifting away from traditional media and toward emerging phenomena such as social media As more individuals become involved in social media, it gives a fantastic chance for firms to communicate with their customers Unilever's main goal is to build an Omni-channel marketing strategy for the corporation, in which customers may interact with the brand from wherever they want to buy Unilever sponsors a variety of events, including sports, cultural performances, community service projects, and social awareness campaigns They also organize a variety of events Various brands of Unilever are frequently linked to sponsorship of specific events Unilever frequently collaborates with other businesses to promote an event All of Unilever's sponsorship must align with the company's long-term development strategy and values (Parvin, 2017) Conclusion Unilever has adopted this marketing strategy since purchasers in emerging markets are primarily concerned with cost It can offer local competitors the advantage, unless a company can figure out a way to entice customers with lower prices and better products The company recognizes that productive development must also be responsible for development Unilever's successful image improvement effort is supported by a substantial amount of showcasing and promoting activities across most media channels Even though there are various open doors in unfamiliar economic sectors, the risk of hazard remains the same In the coming years, Unilever will work to expand its client base and place a significant emphasis on change They will soon capitalize on additional product areas to broaden their client base, thanks to new inventories and business partners They strive to increase their R&D and customer expertise over time by investigating new technologies and scientific breakthroughs to improve their products, making them healthier, more user-friendly, and longer lasting in order to provide a fulfilling experience to current and potential clients To maintain a more successful brand incentive, the brand chiefs in the promoting division must work together brilliantly 10 References Aditya Shastri, S., 2022 Detailed Hindustan Unilever Marketing Strategy 2022 Case Study | IIDE [online] IIDE Available at: [Accessed 12 April 2022] Haque, S., 2022 marketing analysis of Unilever [online] Academia.edu Available at: [Accessed 12 April 2022] Swot Analysis Template 2022 SWOT Analysis of Unilever | Unilever Strengths & Weaknesses 2021 [online] Available at: [Accessed 12 April 2022] 11 _The End_ 12 ... Strategy of Unilever II SWOT analysis III PESTEL analysis of Unilever _5 IV Marketing strategy IV.1 Key Peelers of Marketing of. .. of Unilever V Unilever? ??s Marketing Segmentation V.1 The Marketing Segmentation of Unilever _7 VI Unilever? ??s Marketing Mix (4P+3P=7P) _7 7P of Unilever. .. Haque, S., 2022 marketing analysis of Unilever [online] Academia.edu Available at: [Accessed 12 April 2022] Swot Analysis Template