Discuss about the Marketing Strategy Development Unilever Group.
The present report will discuss about the management of the marketing for Unilever Group which is one of the most popular company. There is a huge difference in the marketing and management of a company but still they are deeply interrelated to each other. The marketing of a product refers to advertisement and promotion of the products and services to make it familiar to the existing and potential customers. While the management of company refers to a systematic arrangement of all the activities so that the company can minimize its input and maximizes its output. The management of marketing refers to a situation where a company decides to manage the marketing plans and strategies of a company. In this report, in-depth discussions will take place on Unilever Group and its marketing management.
As the business environment is changing, there is a need to update the marketing management of company like Unilever group which is an international brand for consumer goods. It is a leading company that has a huge number of customers all over the world. Due to this, the level of competition is also increased and the company is facing problems and issues in achieving competitive advantage against the competitors. The motive of this company is to sustain in the existing and also in the new markets of different countries. To achieve this target, the company has to adopt new strategies and policies to attract new customers. The focus of Unilever Group is to achieve big targets and make unique identity.
Unilever Group is one of the leading companies of consumer goods. This company is a British-Dutch company which is headquartered in London, Rotterdam, and Netherlands, United Kingdom. This company is dealing with a huge variety of consumer goods products like beverages, food items, milk products, cleaning, cosmetics, personal care products, etc. in the year 2012; it was found that this company is the world’s third largest company for the consumers good. At that time, the firms of the consumer goods that are also the biggest competitors of Unilever Group are Procter & Gamble’s and nestle. At present also, Unilever Group is the third largest but the company is trying hard to reach to first position.
However, Unilever Group is one of the largest companies who is manufacturing and producing foods and beverages items. It is also an oldest company for the consumer goods. Unilever Group deals in more than 190 countries and it has more than 40 brands that are working under this brand. The major focus of Unilever Group is on its main brands like Ice-creams, dove, Surf, Lux, Omo, Magnum, Flora, Sunsilk, Heart brand etc. These are the top selling brands of Unilever Group (Gummesson, 2002).
As discussed above, the industry of the present company is consumer good company that deals with the goods and services. The company that deals with the consumer goods produces such products that accomplish the daily needs of the customers. to have a better life style, consumers need consumer goods like daily soaps, surf, shampoos, eatables, etc. these are the most selling products present in the consumer markets. This company also belongs to the same group and manufactures beverages, foods products, packed items, clothing, and many more items that have a direct use to the customers to have a good and easy life style.
The slogan of Unilever Group is very attractive and nice it attracts a huge number of customers that is “Feel good, look good, and get more out of life”. This is a slogan that represent Unilever group as one of the favorite brand of many customers.
The focus of Unilever Group is to expand the markets of the company and increase the operations. The company also wants to reduce the impact of the company on the environment. In order to achieve this, Unilever Group has to increase the environmental and ethical awareness in the internal and external management of the organization. The focus of the company is to bring development through the motivation of the employees and also the other people related to Unilever Group (Kasi, 2011).
Motivation is a key factor that helps every organization to increase the performance of the employees. Unilever Group idea of doing business is to analyze the operations first and then apply strategies on the same. They analyze the market by using different approaches like SWOT analysis, PESTLE analysis, etc. In this way, they identify the internal and external environment of the company. A big difference can be made in the company through taking actions on a daily basis. In this way, the process of market orientation takes place in Unilever Group (Srinivasan, Vanhuele, & Pauwels, 2010).
The aim of the company is to accomplish the daily needs of every customers present in the market. This is the reason due to which company is trying to expand their business organization and presently it is operating in more than 190 countries and serving their customers. the product range for Unilever Group is very vast as it not only providing consumer goods but also goods that have become a part of people’s life like cosmetics, cleaning items, food items, household products, baby products, clothing, and many other goods (Elliot, and Larry, 2011).
1.Company
SWOT analysis
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POSITIVE |
NEGATIVE |
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INTERNAL |
STRENGTHS · Largest brand and leading organization · Worldwide body · leading the consumer goods market · share prove is too high · reformation plan is very unbeaten like “one Unilever” · effective research and development department · Development and growth of product and services · successful ad and make use of real life and real people |
WEAKNESSES · the company do not have any patent for the new and innovative technology used by the company · huge expenditure on the promotion and commercial ad |
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EXTERNAL |
OPPORTUNITIES · Unilever Group has an opportunity to expand in new and untouched markets · A vast impact on the customer’s perception · Increase in the demand of products · They can also deal in economies that are booming. |
THREATS · Competition · slowdown in the market of urban nations · The influence of government and authority is growing · There is boost in the position of brand |
2.Customers
There is a wide group of customers that spread almost in every country as this companies as captured the consumer goods market in a very effective way. Unilever Group tries to cater all age group of people by manufacturing products that can be used by everyone. The range for the products begins with baby products and ends with old age people. The largest market for Unilever Group is Asian market in which the company is selling products like dressings, ice creams, deodorants, cosmetics, health care, etc. (Vargo, & Lusch, 2004).
3.Collaborators
Collaborators refers to the people who are related to the Unilever Group like their partners, customers, suppliers etc. these people are either directly or indirectly related to the operations of the company.
4.Competitors
It is observed that there are large competitors present in the consumer gods market of the company like Unilever Group. The competitors that directly influence the position of Unilever Group are P & G, Nestle, L’Oreal, Kraft foods, Revlon, Nokia, Palmolive, Colgate, gamble co., etc. the position of Unilever Group is the consumers market is third due to P & G and Nestle. In order to be at a first and leading position in the consumer goods, the Unilever group has to change its policies and strategies of marketing. They should make timely changes and bring innovation. The industry of consumer goods is full of small companies of consumer goods. So, the threat of competition not only raise form the international organizations but also from the small companies and unmanaged companies. They provide goods at cheaper rates.
5.Context-
6.PEST analysis
Political factors- It is very relevant for a company to have stability in the government and political factors. Many times, Unilever Group has to face issues from the European Union. Unilever Group also has an opportunity in the other countries as there is a growth and development in the free trade relationships (Fikri, 2010).
Economical factors- As the economies are developing; the development is providing opportunities to the companies like Unilever Group. The growth of the economies helps in facilitating growth of this company. The company should identify the economies that are stable and highly growing (Parasuraman, & Grewal, 2000).
Unilever Group is an organization in which the growth and development takes place with sustainability. They care for the society and also very health concisions for their customers. In this way, they try to attract the customers by providing them opportunity to use the products of such company. Unilever Group always tries to improve the quality of the products to serve a mass of the people. Social factors that impact the sale of the company are
There is a tremendous growth in the technology of the production of goods. This is the biggest challenges for Unilever Group as the competitors are already adopting new techniques of production. The growths in automation, Research and development investments, etc. are the challenges faced by Unilever Group.
It is very important for companies to conduct a market research and identify the marketing intelligence for the company. The aim of doing so is to generate data and information regarding the competition present in the industry of consumer goods, collaborators’ role, change in the context of business, threat, opportunities, etc. hence, the companies like Unilever Group conduct timely research on the market (Okada, 2005).
It can be achieved through research and development department of Unilever Group where they apply approaches of marketing research. Then the data is collected for the same. They also collect feedbacks from the customers and internal department. It helps the company to cope up with the challenge ad issues that come in the way of growth and development (Wilkie, & Moore, 2003).
1.Customers want- To analyze the wants of the customers, it is very important to conduct a market survey. It is one of the efficient an effective way to understand the needs and wants of the customers. Unilever group can also take feedback from the customers directly or indirectly through forms, phone calls, emails, etc. in this way, Unilever group can identify the wants of customers.
2.Competitors who pose threat- There are few competitors who poses threat for Unilever group that are P & G, Nestle, etc. They are the major players in the consumer market as Unilever group.
3.Changing context of business- The context of business is changing as per the changing economies and business conditions. The world has now become global village and the companies who are international in nature have to tackle all the issues and challenges present in all those countries where they are doing business.
4.Role of collaborators- The collaborators of Unilever group plays an important role as they help the company to optimize the operations. They act as administrators, owners of the project takes place in Unilever group, editor and viewers. These are the major roles played by the collaborators of not only the Unilever group but also in every company.
The potential of the company depends on the target market chosen by the same as they are interrelated to each other. It is very particular in nature and depends totally on the needs and demand of the customers of that particular target market. The target and brand position of this company is basically the customers who are very health conscious as the company focus on the health of the customers. The products of this company are also related to health and beauty of the customers. The most famous brand for Unilever Group is dove which is a beauty care product (Elliot, and Larry, 2011).
The process for the development of strategies and market penetration help Unilever Group to value the position for the positioned and target market customers of the company. In order to achieve competitive advantage, Unilever Group tries to differentiate their marketing strategies and policies. This process is known as diversification strategy which is very focused in determining of dynamic products and services in the organization (Gummesson, 2002).
In order to maintain all the data and information related to the position and status of the company and its marketing condition, Unilever Group makes position statement. It is very helpful in recording the data (Sorescu, & Spanjol, 2008).
Product- This Company is providing a higher range of products to its customers as it is one of the major companies that is dealing with consumer goods (Webster, 2005).
Place- The distribution and supply chain of Unilever Group is very effective and dealing in many developed and developing countries. The target and brand position of this company is basically the customers who are very health conscious as the company focus on the health of the customers. The products of this company are also related to health and beauty of the customers. The most famous brand for Unilever Group is dove which is a beauty care product. The ways of distribution is through-
Promotion- Promotion and marketing of product splays an important role in the selling of goods and services. Unilever Group spends a huge amount on the marketing and advertising of their products (Lovelock, & Gummesson, 2004).
Pricing strategies- the company is adopting the most effective method of pricing in their company.
Conclusion
The conclusion for the preset report is that Unilever Group is one of leading brand that has an established management for its marketing. The b rand is enjoying a reputed and well established place in the consumer goods and markets. Unilever Group share has a very high position in the share markets of consumer goods. It is also observed that this company is competing with the major competitors like P & G, L’Oreal, and Nestle. In this report, there are various research has conducted on the Unilever Group like its customers, competition, position in the market, market segmentation, value of the brand, marketing mix of the company, etc. that has provide an in-depth information about the company.
Unilever Group is still a leading brand in the personal care and food products which is one of the biggest achievements for the organization. To achieve more in the consumer goods markets, the company must focus on the advertisement and marketing strategies that should includes some updated and innovative ways of promotion. It is noticed that Unilever Group is spending a huge amount of its investment on dove and Sunsilk which is already established and well known brands. Instead on investing in such brands, they have to invest in new products to uplift them and to make customers aware about the same. It is also recommended to Unilever Group that they can expand their market segmentation for the male customers and launch new products for men as they can become potential customers for Unilever Group.
References
Elliot, R., and Larry, P., (2011), Strategic Brand Management, Oxford University press, Oxford.
Gummesson, E. (2002). Practical value of adequate marketing management theory. European journal of marketing, 36(3), 325-349.
Gummesson, E. (2006). Qualitative research in management: addressing complexity, context and persona. Management Decision, 44(2), 167-179.
Han, Y. J., Nunes, J. C., & Drèze, X. (2010). Signaling status with luxury goods: The role of brand prominence. Journal of Marketing, 74(4), 15-30.
Kasi, (2011), Marketing Plan of dove, Marketing Mix, https://marketingmixx.com/marketing-plan-2/181-marketing-plan-of-dove.html
Kasi, (2011), Unilever Marketing Plan, Marketing Mix, https://marketingmixx.com/marketing-plan-2/201-unilever-marketing-plan.html
Lovelock, C., & Gummesson, E. (2004). Whither services marketing? In search of a new paradigm and fresh perspectives. Journal of service research, 7(1), 20-41.
Fikri, (2010), Unilever’s Strategies for Competing in Foreign Markets, Mohammed Fikri’s Blog, https://mohammedfikri.wordpress.com/2010/02/20/unilever%E2%80%99s-strategies-for-competing-in-foreign-markets/
Okada, E. M. (2005). Justification effects on consumer choice of hedonic and utilitarian goods. Journal of marketing research, 42(1), 43-53.
Parasuraman, A., & Grewal, D. (2000). The impact of technology on the quality-value-loyalty chain: a research agenda. Journal of the academy of marketing science, 28(1), 168-174.
Smithson, N., (2016). Unilever’s PESTLE analysis & recommendations, [Online], accessed on: 12 January 2017, Available at: https://panmore.com/unilever-pestel-pestle-analysis-recommendations
Sorescu, A. B., & Spanjol, J. (2008). Innovation’s effect on firm value and risk: Insights from consumer packaged goods. Journal of Marketing, 72(2), 114-132.
Srinivasan, S., Vanhuele, M., & Pauwels, K. (2010). Mind-set metrics in market response models: An integrative approach. Journal of Marketing Research, 47(4), 672-684.
Steenkamp, J. B. E., Van Heerde, H. J., & Geyskens, I. (2010). What makes consumers willing to pay a price premium for national brands over private labels?. Journal of Marketing Research, 47(6), 1011-1024.
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of marketing, 68(1), 1-17.
Webster Jr, F. E. (2005). A perspective on the evolution of marketing management. Journal of Public Policy & Marketing, 24(1), 121-126.
Wilkie, W. L., & Moore, E. S. (2003). Scholarly research in marketing: Exploring the “4 eras” of thought development. Journal of Public Pol
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