Unilever is one of the leading companies in the global market of the consumer goods and businesses. The company has recently launched a new ‘Natural’ line of shampoo under their brand Love Beauty and Planet. According to the R&D team of the company, the primary aim of the brand is to attract women between the age group of 18 to 35 (“shampoo”, 2018). Moreover, the brand boasts of their new range of shampoos that have natural ingredients and are completely vegan. Hence, in order to capture the market and have a successful marketing communication strategy, certain factors are to be analyzed. This report will analyze new directions for the product, with the help of SWOT analysis and Porter’s Five forces model. Moreover, a new strategic brand position is to be identified by employing the Ansoff matrix for marketing.
SWOT Analysis of Unilever’s ‘Natural’ line shampoo:
As the product is already catching attention of the millennials, a SWOT analysis of the brand will be helpful in order to understand the strengths, weaknesses, possible opportunities and threats of the brand.
Strengths:
Unilever, as an organization enjoys global recognition. Over the years, the company has launched multiple brands under their patronage. The Love Beauty and Planet range of products is also becoming successful in grabbing the attention of the consumers (Machmud and Sidharta 2014). The following strengths can be seen in the brand’s convenience goods business:
Weakness:
In spite of having a strong market presence, the brand has some weaknesses that can limit its potential growth. The following are some of the weaknesses that the brand should address for a better prospect:
Opportunities:
Along with the growing market and brand recognition, the brand has several opportunities to witness a significant growth. The future opportunities of the brand are as following:
Threats:
There are number of external factors that can be limiting the business of the product as well as the brand. Following are some of the threats and risk factors that can hamper the growth of the brand:
Porter’s Five Forces Analysis for Love Beauty and Planet
Considering the vast range of operation of Unilever in the global market, Love Beauty and Planet has to deal with a wide diversity of external factors. As shown by Porter’s five forces model, these external factors can affect the business of a particular brand (Dobbs 2014). The following are the forces that can create impacts on the Love beauty and Planet:
Competitive Rivalry (Strong)
Competitive rivalry is the biggest factor that can affect the business of the brand. As the ‘Natural’ range of shampoos is cost effective and user friendly, there is a high chance that the product will face rivalry from other brands. Moreover, Unilever faces high competition from the existing market. The factors that play influential role in increasing the competition are presence of higher number of firms, aggressiveness of these firms and lower switching cost. The presence of large number of firms and their aggressiveness can threaten the market of Unilever. In addition to this, the products have very low switching costs.
Bargaining Power of the Consumers(Strong)
The bargaining power of the consumers is another major issue that can affect the brand. It is commonly seen that the consumer base of the convenience goods are highly volatile and tend to shift their preferences frequently. However, the specialty consumer base does not tend to change unless the quality of a given product reduces. Hence, customer retention is a major issue that should be addressed by the company. The low switching costs of Unilever products make enable the consumers to switch easily to other products. Hence, customer loyalty is a big threat to Unilever. Hence, the buyers are capable of bargaining for these products. Moreover, the consumers have vast information regarding these retail goods. This is enabling them to decide whether to opt for another brand.
Bargaining Power of the Suppliers (Moderate)
The suppliers influence the market of Unilever moderately. The availability of the raw materials affects the overall production of the organization. In addition to that, multiple factors influence the bargaining power of these suppliers. Unilever has a large number of suppliers. Hence, there are fewer chances of depending on any particular supplier. As a result of this, the bargaining power of the suppliers pose moderate threats to Unilever.
Threats of Substitution (Weak)
The brand enjoys the wide recognition of the Unilever Company. Hence, it has very little to no chances of being replaced by any other brand. Although Unilever faces higher risks due to low switching costs of the products, threats of being substituted are low. The reason behind this is the lesser availability of products that can substitute Unilever products. Unilever products have higher rate of availability in the market; this makes them easier to be obtained. In addition to this, it is seen that the substitutes have lesser impact on the consumers along with insignificant difference in costs. Hence, threats of substitution is less for Unilever products.
Threats of New Entrants (Weak)
Threats of new entrants in the market can almost be nullified for the brand. The vast global market and the huge brand recognition elements any risk from new entrants in the market.
Summary
Ansoff’s Matrix
In consideration of the growth of a particular organization or brand, the Ansoff matrix is considered as highly effective of suggesting accurate and swift outcomes (Rawal 2013). Hence, in the context of Love Beauty and Planet, the model can certainly be helpful in finding new strategy for marketing communication.
Market Penetration:
As it is widely known, market penetration is the safest option to influence in marketing strategy of a newly launched product (Saaty 2013). The primary strategy taken by Unilever, regarding the natural range of shampoo is the inclusion of eco-friendly and ethically retrieved natural ingredients, the company should focus more on this factor. Hence, an expansion of sales of this product is possible by employing vigorous advertising campaigns. By applying proper marketing strategies, Unilever can gain significant consumer base for their natural line of products.
Product Development:
The natural range of shampoo boasts of user-friendly ingredients. Moreover, it comes with a variety of essence, hence at present there not much need of product development (Zeriti et al., 2014). However, the company can work towards minimizing the chemical ingredients.
Product Diversification:
As the brand has launched a new range of products, it can also come up with a variety of homecare products under this brand name.
Market Development:
The unveiling of the natural line of products is the companies endeavor to address the fragmented marketplace (Huang and Sarigöllü 2014). Moreover, the company aims at shifting towards high growth sectors in the market. As a response to this endeavor, the company is aiming the millennial customer base.
By analyzing all these factors, that might influence the marketing strategy of the Love Beauty and Planet brand, it can be said that the brand needs to focus on the marketing strategy of attracting a consumer base that has a comparatively higher buying capabilities. The ‘Mobile Defensive’ strategy will be more helpful in this regard (Mintz and Currim 2013). To keep the loyal consumer base, the first and foremost strategy that the brand needs to follow is the process of constant up gradation of their natural shampoo and soap. Moreover, in order to grasp a new market, flexible adaption is highly important.
In lieu with the analysis, it can be suggested that the brand must look forward to attracting a new consumer base of its own. Unilever has launched the Love Beauty and Planet brand so that it can fill the void that of their premier consumer base. Hence, the brand must work towards reducing the competition in their market, with utmost importance.
Conclusion
To conclude the report, it can be said that the natural range of shampoo is likely to be enjoying the brand awareness of the Unilever. This will definitely be helpful in their advertising and marketing strategies. However, the brand must focus more on their strategy of aiming at the targeted market base. As the company is opting for the market of specialty goods, it should be more careful about the preferences of the consumers. Moreover, the products are claiming to be free of Parabens, a product that a huge number of customers are unwilling to use. Hence, the brand should focus more on these aspects and build a marketing campaign so that the new changes in their products grab the attention of the consumers.
References:
Amaral, A.C. 2017. Dove Real Beauty Campaign: A Local Perspective (Doctoral dissertation).
Dirisu, J.I., Iyiola, O. and Ibidunni, O.S. 2013. Product differentiation: A tool of competitive advantage and optimal organizational performance (A study of Unilever Nigeria PLC). European Scientific Journal, ESJ, 9(34).
Dobbs, M. 2014. Guidelines for applying Porter’s five forces framework: a set of industry analysis templates. Competitiveness Review, 24(1), pp.32-45.
Hasan, M.M. 2015. Marketing Analysis of Unilever. Total Quality Management, 11, p.13.
Huang, R. and Sarigöllü, E. 2014. How brand awareness relates to market outcome, brand equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132). Springer, New York, NY.
Machmud, S. and Sidharta, I. 2014. Business models for SMEs in Bandung: Swot analysis. Jurnal Ekonomi, Bisnis & Entrepreneurship, 8(1), pp.51-61.
Mintz, O. and Currim, I.S. 2013. What drives managerial use of marketing and financial metrics and does metric use affect performance of marketing-mix activities?. Journal of Marketing, 77(2), pp.17-40.
Nacchia, F. and Massaro, V. 2017. A joint linguistic-marketing analysis of brand and product names: the case of Unilever. Lingue e Linguaggi, 22, pp.169-186.
Rawal, P. 2013. AIDA Marketing Communication Model: Stimulating a purchase decision in the minds of the consumers through a linear progression of steps. International Journal of Multidisciplinary research in social & management sciences, 1(1), pp.37-44.
Saaty, T.L. 2013. Analytic hierarchy process. In Encyclopedia of operations research and management science (pp. 52-64). Springer, Boston, MA.
shampoo. (2018). Retrieved from https://www.lovebeautyandplanet.com/us/en/hair/products/shampoo.html
Zeriti, A., Robson, M.J., Spyropoulou, S. and Leonidou, C.N. 2014. Sustainable export marketing strategy fit and performance. Journal of International Marketing, 22(4), pp.44-66.
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