Unilever has ambitious plans for sustainable growth while reducing its environmental footprint. It aims to double its business size using 3 tools: cost efficiency, marketing-driven innovation, and profitable volume growth. Most of Unilever's sales come from regional markets, so it is trying to deepen its roots in those markets. Unilever has many strengths including a strong brand portfolio, global brand recognition, and excellent management, but also faces weaknesses such as slow emerging market growth and a lack of presence in premium markets. It sees opportunities in growing consumer interest in health and aging populations, but also threats like intense competition and a complex organizational structure.
• Project Scope: To evaluate the various aspects of Integrated Marketing Communication (IMC).
• Description: The project involved an official McDonald’s restaurant tour and a deep understanding of advertising, public relations, direct marketing, sales promotion and personal selling.
McDonald's uses a thorough marketing process to continually build its brand and meet customer needs. It identifies key audiences through market research and creates a marketing mix of product, price, promotion, and place to appeal to these audiences. McDonald's sets objectives to guide its marketing actions and measures their effectiveness to ensure it is successfully meeting the needs of its customers.
The document discusses the marketing mix of Coca-Cola, known as the 4Ps - Product, Price, Place, and Promotion. It provides details on Coca-Cola's various product lines, positioning and branding strategies, packaging considerations, pricing approaches including penetration pricing, and distribution channels. Coca-Cola has effectively utilized the marketing mix over time to build its brand equity and achieve worldwide recognition as the leading soft drink company.
This marketing plan summarizes Hester Beverages' strategy to launch a new fruit juice called Fruitose in Multan, Pakistan. The plan includes a situational analysis of the product market and competitors. The key competitors are identified as Shezan and Nestle. The marketing strategy will target customers of all ages and socioeconomic groups in Multan geographically. Promotional activities will include print, television, billboards and product sampling. The plan allocates a budget of 38.6 million rupees and establishes objectives to increase market share and sales over the competition. Performance will be evaluated through customer surveys and sales tracking.
This marketing plan summary provides an overview of Diva International Limited's plan to launch Diva lipstick in India. The plan outlines Diva's mission, objectives, product details, target market segmentation, distribution channels, and promotional strategies. Diva aims to capture 11.5% market share in its first year by offering a quality lipstick at a competitive price point and utilizing television, print media, and door-to-door selling to promote the new product.
Edited jay marketing plan yollies.editedAvik Naskar
The document provides a marketing plan for Kerry Foods to launch their new product "Yollies", a yogurt on a stick. The plan includes a situational analysis using PEST and Porter's 5 Forces models. Competitors like Westbury Dairies are identified. The plan sets SMART objectives to convince more supermarkets to carry Yollies, attract more consumers through advertising, and enhance market share. A SWOT analysis is conducted finding strengths in the product's innovation but weaknesses in low initial market share. The plan aims to integrate internal and external analyses to develop a strategic fit for Kerry Foods.
This document provides a marketing plan for a new product called Horizon Bag. It includes sections on production description, market research and analysis, market strategy, manufacturing and operations, financial plan, controls, and implementation. The target market is identified as women, students, and tourists. A SWOT analysis is conducted. Pricing will use a target costing method. Advertising, personal selling, and promotional tools will be used to promote the bags. Distribution will start solely and then expand through dealers nationwide.
Spanish food industry consulting firm born out of successful development of food and travelling in low intensity tourism areas and their tourist businesses in North-Spain. The firm, Foöd & Travel Thinking, is expert in product development and marketing. Foöd & Travel Thinking advices now also in Latin America and seeks to offer their service also in Finland (or elsewhere in Europe) through Spanish-Finnish relationships consultant Oscar Fresán
This document provides an analysis of Neutrogena Skin ID, a line of personalized skincare products by Johnson & Johnson. It discusses Neutrogena Skin ID's current marketing strategies, target market, and recommendations to increase sales. The recommendations include expanding the line to include cosmetics and perfume using the same personalized approach, and installing kiosks to promote the products in stores and allow skin evaluations onsite.
Sales force productivity in animal healthcareCLARAsteven7
Indian Animal Health industry started shaping up in the seventies, when major human health MNCs and
national players set up Animal Health Divisions, which later moved out of the shadows of their parent companies
to establish their independent identity and developed to become separate profit centres. It led to availability of a large number of me–too therapies, including anti–infectives, anti–parasitics, corticosteroids, tonics, hormones,
anti–coccidials, probiotics, enzymes, growth promoters..
1. The document outlines an integrated marketing communications campaign for a new organic egg brand called Eggsellent, launched by Organic Foods Pvt. Ltd.
2. The campaign aims to create awareness of the brand and educate consumers about the health benefits of organic eggs, including their protein, vitamin D, and vitamin E content.
3. Key elements of the IMC campaign include print ads, billboards, direct marketing, e-marketing, events, and limited time discounts to target health-conscious consumers, especially women in Lahore, Pakistan.
This was the IMC marketing plan that my colleague and I developed in my MBA program for Wendy's. It earned us the first ever 100% grade on an IMC plan for the course.
This report presents analysis of few companies in Sri Lanka that use marketing 1.0, marketing 2.0 and marketing 3.0 concepts. Furthermore in this report, the causes of the marketing evolution are also discussed. This analysis has been categorized under different marketing concepts for easy comprehension of how companies are following these versions separately and come up with the suggestions for what it could it be the next marketing concept.
This marketing plan summarizes Clinique's strategy to introduce and promote its Thermal Water skin care product line. Clinique is a leading prestige skincare brand established in 1968 that sells products in over 130 countries. The plan outlines the skin care market opportunities, product details and features, target demographic of women ages 25-50, and a marketing mix strategy including distribution through pharmacies and department stores, promotional campaigns using advertising, public relations, and direct marketing to customers. The objectives are to increase market share by 5% and profits by 2% while providing customer satisfaction at a lower cost.
Gira Dairy Club: Opportunities in Emerging Market DairyHMT18
The document summarizes strategies for dairy companies to successfully enter emerging markets. It discusses leveraging the nutritional benefits of dairy, creating new segments within dairy categories, and a functional foods makeover approach. The key strategies discussed are highlighting the intrinsic healthiness of dairy, fortifying dairy products, creating new flavored segments, and ensuring affordable, high quality dairy products to create brand loyalty. Brands are seen as important guarantors of safety and reassurance in emerging markets.
Malaysia Milk Sendirian Berhad was incorporated in 1969 to distribute products manufactured by Malaysia Dairy Industries Pte Ltd, and began manufacturing operations in 1977. It has since expanded its product range to include Vitagen, Marigold HL Milk, Marigold Milk, Marigold Peel Fresh Juice, Marigold Cup Yogurt, and others. The company's vision is to be a global leader in providing nature's ingredients for food and nutrition, while its mission is to enrich customers' daily experiences through the life-nourishing qualities of fruits and vegetables.
The document provides an analysis of the marketing operations of KHOMBA, a soap brand produced by SWADESHI PLC in Sri Lanka. It conducts a SWOT analysis, identifying strengths such as market leadership and brand recognition, while weaknesses include higher prices and lack of halal certification. Opportunities exist in expanding to new customer segments and product lines. Threats include increasing competition from multinational brands. The marketing mix for KHOMBA is described, covering product details, pricing of 38 rupees, nationwide distribution channels, and promotional activities including CSR initiatives. An analysis of the internal and external environment is also provided.
This document provides a summary of marketing research conducted on McDonald's brand image as it relates to health. The research utilized surveys, interviews, and data analysis to understand college students' perceptions of McDonald's and suggestions for improving its healthy image. Key findings included that some students limit McDonald's consumption due to health perceptions, advertising of healthy options was well-received but could be more effective, and students responded positively to the idea of a separate healthy menu in addition to current offerings. The report recommends focusing marketing on "light users," making health information more interactive, and introducing a dedicated healthy menu to satisfy more customers.
Unilever is a fast moving consumer goods company that manufactures and distributes home care, personal care, and food products. It owns over 400 brands and focuses on 13 "billion-dollar brands". Unilever follows a global strategy with a long-term focus on building local roots. It has a strong portfolio but also faces threats from intensifying competition and private labels. The company operates in nearly 190 countries and has traditionally enhanced value for consumers around the world through its global operations.
Unilever was formed in 1930 through the merger of Margarine Unie and Lever Brothers. It maintains two separate legal parent companies, Unilever NV and Unilever PLC, which operate as a single business entity through agreements between the companies. Unilever Pakistan Limited is a subsidiary of Unilever and manufactures over 50 brands in Pakistan. It has six factories located across the country and is a publicly traded company on the Karachi, Lahore, and Islamabad stock exchanges.
Unilever is a multinational consumer goods company that offers various training programs to develop employees' skills. These include leadership development, sales training, technical training, and diversity and inclusion training. Unilever uses different training methods like classroom, e-learning, on-the-job training, and workshops to provide soft skills training to employees throughout their careers. The training helps employees enhance their abilities and support Unilever's business goals.
Case Study: Unilever Social Media Strategy – Internal Digital Social Platform...Rajesh Prabhakar
Unilever launched an internal companywide social media campaign Project Sunshine that shifted from different marketing campaigns for individual products in different countries to a new strategy that promotes the brands' social-mission stories and urges consumers to make small changes in their own lives—changes that generally involve buying Unilever products.
Marketing Strategy of Unilever Bangladesh Ltd.MD Alauddin
This document provides an overview of Unilever Bangladesh Ltd's (UBL) marketing strategy according to their marketing mix and segmentation, targeting, and positioning (STP) model. It begins with an introduction and objectives of the report. It then provides details on UBL's company profile, mission, and vision. The bulk of the document discusses UBL's marketing mix, including their product lines, pricing strategies, placement strategies, and promotional activities. It also analyzes UBL's STP model, describing how they segment the market, target specific segments, evaluate segments, and position their products. The summary highlights UBL's major personal care, home care, and food brands and provides an overview of their 4P and STP
How does Unilever apply different strategies to gain competitive advantage?Tasmi Turin
Unilever is an Anglo-Dutch multinational consumer goods company that owns over 400 brands in foods, beverages, cleaning agents, and personal care products. It has a dual-listed structure with headquarters in both London and Rotterdam. Unilever was founded in 1930 from the merger of British soap maker Lever Brothers and Dutch margarine producer Margarine Unie. Today it is the world's third largest consumer goods company, employing over 173,000 people globally.
This document discusses Unilever's home care division and its detergent brands in Brazil's North East and South East regions. There are major differences between the regions in terms of wealth, culture, and consumer needs that impact Unilever's brand performances and sales. The document outlines Unilever as a company, its competitors in the detergent market, and presents a proposal for what Unilever can do in the North East region of Brazil to better target low-income consumers.
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GROWTH STRATEGY OF UNILEVER IN EMERGING MARKETS.
Nehbelle Cosmetics - New Generation Beauty StartupNency Makadia
Creative Beauty Brand with SkinSafe cosmetics and Brand Story, Marketing Methods adoption at Nehbelle Cosmetics and IMC- Integrated Marketing Strategy of Nehbelle Brand as a Startup. Best example of IMC Tools learning for Marketing/ MBA Students
This document provides information on Unilever Bangladesh Ltd's marketing mix strategies for several of their popular brands. It discusses Unilever's product offerings, pricing, placement, and promotion tactics for Lux soap, Dove body wash, Surf Excel detergent, and Close-Up toothpaste. Unilever aims their products at mass market consumers as well as middle and upper class segments. They utilize various advertising channels, sales promotions, and community programs to promote brand awareness and loyalty. The report also provides a brief overview of Unilever Bangladesh's operations and their contributions to the local economy and society.
The document is a marketing report submitted by a group of students to their professor. It includes the following sections:
1. An introduction and vision statement for National Foods, a food company aiming to reach Rs. 50 billion by 2020.
2. Details about the group submitting the report and an outline of the report's contents.
3. A company profile providing background on National Foods, including its product range, market coverage, and focus on developing products aligned with changing lifestyles.
4. Sections on planning strategy and goals, product development, SWOT analysis, product mix, brand identity, selection of brand, promotional strategies, distribution, and analysis/critical review.
Creating a corporate Responsibility Culture: Case of Unilever (HUL)Gaurav Singh Bisen
Unilever has developed a corporate culture focused on corporate responsibility through several approaches:
1. It considers core values and corporate culture central to its responsibility efforts.
2. It trains employees on responsibility issues but does not preach ethics, allowing them to use personal values.
3. Consistent communication about responsibility helps embed it in the company.
4. It recruits and develops leaders based on competencies like integrity and change rather than degrees.
5. Training programs educate employees on issues like sustainability and help them find responsibility in their roles.
This document discusses McDonald's marketing process and strategies. It explains that McDonald's evaluates market circumstances, develops marketing strategies and mixes, and executes and controls their plans. McDonald's orientation is focused on customers and satisfying their needs better than competitors. This benefits McDonald's but also increases some costs. The document also discusses how McDonald's considers micro and macro environmental factors that influence their marketing decisions, such as customers, competitors, suppliers, and economic, technological, demographic and political conditions in different regions.
Nivea developed a marketing plan to relaunch its Nivea For Men brand in the UK. The plan involved conducting a SWOT analysis to assess the brand's strengths, weaknesses, opportunities, and threats. Objectives were set to increase market share and sales. Strategies included developing new products based on consumer research, and promoting the brand through above-the-line advertising and below-the-line activities like sports sponsorships. The plan was evaluated using key performance indicators like increased market share, sales growth, and brand image ratings, showing it met its targets.
This document provides an analysis of Unilever, a multinational consumer goods company. It includes an external analysis using PEST and five forces models identifying opportunities and threats. An internal analysis uses a resource audit and stakeholder analysis to identify core competencies. The document also discusses Unilever's diversification strategy, mergers and acquisitions history, and corporate social responsibility programs like the Unilever Sustainable Living Plan. It concludes with recommendations to strengthen Unilever's brand and improve quality and local preferences while maintaining competitiveness.
Strategic analysis of unilever (USLP 2012-2013)Roukaya Issaoui
This paper provide a brief analysis of the competitive environment of Unilever then a strategic analysis of Unilever and it’s position in each industry.
Unilever is a British-Dutch consumer goods company that produces food and beverages, cleaning agents, and beauty and personal care products. It has a presence in around 190 countries. Unilever aims to double the size of its business while reducing its environmental footprint and improving its social impact. Its vision is to provide consumers with nutrition, hygiene, and personal care products through brands that help people look and feel good. Unilever seeks to achieve sustainable and profitable growth by committing to high standards of performance, collaboration, and corporate behavior.
This document is a thesis submitted by Milan Kanti Mahato to Integral University in partial fulfillment of an MBA degree. It examines the product promotion strategies of UPL, an agrochemical company, in Gorakhpur District, Uttar Pradesh, India. The thesis contains declarations signed by Mahato and his advisor, as well as acknowledgements, table of contents, and the beginning of the introduction chapter, which provides background on UPL, including its manufacturing, R&D, customer support, product development, and environmental practices.
Similar to Abid Hussain Sindhu. M14BBA036. Marketing analysis of_unilever (1) (20)
Abid Hussain Sindhu. HCBF. HRM of Descon Ingineering Presentation564251
Descon is an engineering, manufacturing and construction company founded in 1981 in Pakistan. The presentation summarizes Descon's approach to human resource management, including its units in HRM, processes for manpower planning and job analysis, recruitment and selection, training and development, performance management, rewards and remuneration, industry relations and communication systems. Recommendations are provided to improve employee training, relations, job rotation, and appreciation of good performance.
Abid Hussain Sindhu. BBA HCBF PU. Results Spss Chi Square564251
This document summarizes case processing data from a study of 20 respondents. It shows that 100% of respondents provided their gender and whether they drive aggressively. A cross tabulation found that of aggressive drivers, 6 were male and 5 were female, while of non-aggressive drivers, 5 were male and 4 were female. Chi-square tests found no significant association between gender and aggressive driving.
The document presents the results of a chi-square test of independence performed on survey data from 20 drivers classified by their gender (male or female) and opinion on aggressive driving behavior (yes or no). The null hypothesis is that there is no association between gender and driving opinion. The chi-square test results show a value of 0.002 and an asymptotic significance of 0.964, failing to reject the null hypothesis. Therefore, the analysis found no significant association between males' and females' opinions on driving.
ABID HUSSAIN SINDHU. HCBF. Research on Customer Behavior564251
This document provides an overview of research conducted on customer buying behavior. It begins with an acknowledgement of the faculty member who oversaw the research project. It then includes a table of contents outlining the various sections of the report. The sections cover topics such as the different types of customer buying behavior, who constitutes a customer, how to study consumer behavior, factors that influence consumer behavior including cultural, social, and personal factors. Maslow's hierarchy of needs is also discussed along with the consumer buying process and how technology is changing consumer behavior in the digital age.
Unilever Pakistan Limited (UPL) is the largest fast-moving consumer goods company in Pakistan. It was established in 1948 and is a subsidiary of Unilever Plc. UPL operates six factories around Pakistan and produces brands such as Wall's, Brooke Bond, Lipton, Blue Band, and Rafhan. Engro Foods is also a major food processing company in Pakistan, established in 2003 as a subsidiary of Engro Corporation. Both companies have strengths as leading FMCG producers, but also face weaknesses from competitors and external threats in the dynamic Pakistani market.
This document discusses customer buying behavior and factors that influence it. It covers the following key points:
1. There are different types of customer buying behaviors like routine, occasional, complex decisions, and impulse buys.
2. Customer behavior is influenced by cultural, social, personal, psychological, and other factors.
3. Maslow's hierarchy of needs theorizes that human motivations are based on unmet needs ranging from basic physical needs to higher psychological needs.
4. The consumer decision making process involves need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. Cultural, social, and psychological factors affect each step of this process.
Fiscal Policy. Abid Hussain Sindhu. M14BBA036, HCBF, PU LAHORE564251
Government spending can positively or negatively impact an economy. Productive government spending on infrastructure, education, agriculture and industry can increase productivity, boost living standards, and promote economic development. However, unproductive spending such as large debts and subsidies can reduce resources for productive sectors and slow economic growth. In Pakistan, both types of fiscal policy effects are seen. The government provides subsidies to the agriculture sector but high taxation levels also contribute to unemployment, poverty, and inflation. Overall, fiscal policy aimed at productive investment is important for Pakistan's economy.
Tiens is a multinational direct selling company founded in China in 1992. It uses a network marketing model to distribute its health, nutrition, and skincare products. Key aspects of Tiens' marketing strategy include:
1) Customers must first become members before purchasing products and building their own business by recruiting other members.
2) Members can earn retail profits from selling products and bonuses from recruiting other members into their network. Higher status levels provide higher bonuses.
3) Tiens has donated over $200 million to charity projects like schools and hospitals globally.
7 c's of effective communication. Abid Hussain Sindhu, M14BBA036,HCBF, PU564251
The document discusses the 7 C's of effective communication which are relevant for both written and oral communication. It then lists the group members for the project: Waqas Ahsan, Abid Hussain, Sher Afzal Khan, and Faraz Rafiq.
Fiscal Policy and its effects of Economy.Eop Abid Hussain Sindhu, M14BBA036,...564251
Government spending can positively or negatively impact the economy of Pakistan. Productive government spending on sectors like agriculture, industry, education and services can increase productivity, boost living standards, and promote development by creating jobs. However, unproductive spending like large debts and subsidies can reduce resources, hinder productivity and lead to high inflation. Additionally, taxes can negatively impact the economy by reducing productivity, investment, GDP and causing unemployment, poverty and income inequality if not implemented carefully. While foreign aid and loans provide some benefits, they also reduce self-sufficiency and future taxation may be required for repayment. Overall, both government earnings and spending must be balanced and directed towards productive sectors to positively impact Pakistan's economy.
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1. Marketing Analysis of Unilever
Submitted to:
Dr. Usman Yousaf
Hailey College of Banking & Finance
BBA – Program
Submitted by:
Group Members:
Name ID
ABID HUSSAIN M14BBA036
WAQAS AHSAN M14BBA041
MUHAMMAD RIZWAN M14BBA042
Date: 14 February 2017
2. Acknowledgement
At first we must show our gratitude to the almighty Allah for giving us enough
courage and strength to prepare the report in due time. Then we would like to extend
our sincere thanks and deepest gratitude to our honorable faculty ‘Dr. Usman Yousaf’
for providing us a wonderful opportunity to work in this term paper. Without his
excellent guidance and invaluable support throughout the semester and for the
preparation of the term paper it would not have been possible to complete the term
paper. The topic of the term paper was also wisely chosen by the honorable faculty so
that we get the firsthand experience of real life application of different marketing
models and analysis in one of the leading global fast moving consumer goods
company ‘Unilever’ We would also like to thank all the people who gave their
valuable opinion on the products, marketing campaign, advertisement etc. of
Unilever which helped us to reach the conclusion of the term paper including users
and prospective users of the company.
3. Executive Summary
Unilever has ambitious plans for sustainable growth and an intense sense of social
purpose of adding vitality to life of the consumers with 3 tools- cost leverage with
efficiency, innovation in marketing and profitable volume growth. A major portion
of the sales of Unilever comes from the regional markets and Unilever is trying to
create a deeper root in those markets and double size its business. It strengths are
the strong brand portfolio in different segments, strong supply chain to low lead time
and cost, global brand recognition, excellent management and human resources. Its
major weaknesses are: less direct connection with consumers, slow sales growth in
emerging market, falling revenue and absence in the premium markets. From the
study some findings about major threats of Unilever are: strong completion from
local & MNCs, Complex organizational structure & tougher business climate. Having
these weaknesses and threats it also has some major opportunities to hold and
expand its business with the help of its strength these opportunities are: increasing
need for healthy products, developing markets are expected to grow & increase
demand for aging people product.
Unilever has almost 400 brands in many countries and regions of the world. All the
brands have different market segmentation based on their features and value
propositions. It takes into account all quality measures taken at all levels and
involving all company employees to ensure TQM. Unilever is a worldwide well-
known brand by everybody. All the brands of Unilever have separate branding
strategy but each has Unilever logo, design, ideology and message. In its logo it has
25 icons of representing each importance of Unilever’s all 400 brands. Marketing
budgeting and investment was highest in 2012In 2014 the investment was 12.07
billion USD and the turnover was 14.8%.As most of the Unilever target consumers
are from upper middle to low income status the price range of most products stays
under low to mid-price range.
For Unilever to become more successful are: focus e-commerce for Omni-channel
efficiency, increase focus on digital marketing and social media, should focus to
create separate brands to enter into the premium personal care products Eco friendly
product packaging, diversify its business to other segments.
4. Table of Content
Content Page No
1.0 Definition of Marketing Management
1.1 Definition of Marketing Management (Theory 2000 – 2011) 1
1.2 Definition of Marketing Management (Theory 2012 – 2016 ±) 1
1.3 Marketing Management in Unilever 1
2.0 Vision-Mission-Business Plan-Corporate Strategy
2.1 Vision 1
2.2 Mission 2
2.3 Business Plan 2
2.4 Corporate Strategy 3
3.0 SWOT Analysis 4
4.0 PESTEL Analysis 5
5.0 Michael Porter’s Five Forces 6
6.0 Marketing Strategy 7
7.0 Marketing Concept 7-8
8.0 Market Segmentation 8
9.0 Marketing Mix (4+3 =7P) and the Customer 9-10
10.0 Value Chain Model 11
11.0 Total Quality Management 11-13
12.0 Brand & Branding 13
13.0 Box Analysis of brand Elements 14
14.0 Brand Dynamic Pyramid 15
15.0 The Five M’s of Advertisement 15-16
16.0 Mass Communications
16.1 Marketing Mediums 16-17
16.2 Events, Experiences and Sponsors 17
16.3 Public relation/ Government Lobbying 17-18
5. 16.4 Corporate Social Responsibility 18-19
17.0 Marketing Budget & Expenditure 19
18.0 Pricing Strategy of Unilever 19-20
19.0 Break-even analysis of Unilever 20-21
20.0 Recommendation
20.1 More focus on digital marketing and Social media 22
20.2 Ecommerce website for Omni-channel efficiency 22-23
20.3 Premium personal care products 23
20.4 Marketing change of Knorr to increase growth in South Asia 23-24
20.5 Eco friendly Product Packaging 24-25
21.0 Conclusion 25
22.0 Reference 26
Table of Diagrams
Content Page No
Diagram 1.1: Business Plan of Unilever 2
Diagram 1.2: Corporate Strategy of Unilever 3
Diagram 6.1: 3 Key Peelers of Marketing of Unilever 7
Diagram: 8.1: Market Segmentation of Unilever 8
Diagram 16.1: Marketing Medium of Unilever 17
Diagram 16.2: PR Agencies of Unilever 18
Diagram 17.1: Brand and Marketing Investment of Unilever 19
Diagram 19.1: Break-Even Point 21
Diagram 20.1: Top Social networks used by businesses 22
6. Page | 1
1.0 Definition of Marketing Management
1.1 Definition of Marketing Management (Theory 2000 – 2011)
Marketing management is the art and science of choosing target markets and getting,
keeping, and growing customers through creating, delivering, and communicating
superior customer value.
1.2 Definition of Marketing Management (Theory 2012 – 2016 ±)
Marketing management depends on the size of the business and the industry in
which the business operates. Effective marketing management will use a company's
resources to increase its customer base, improve customer opinions of the company's
products and services and increase the company's perceived value.
1.3 Marketing Management in Unilever
The scope of marketing management in Unilever is huge. Marketing management is
very critical to understanding, creating and building demand.The marketers are
responsible to identify where consumers are and where they are going so Unilever
can involve with them where they are witnessing and engaging with different brands.
At this moment Unilever’s yearly sales is excess of €1 billion with 400 brands globally
covering foods, home and personal care having long-standing social missions. With
major growth in developing and emerging markets, increasing consumer interest in
sustainability and the dawn of the digital revolution, the challenge for marketing
management is toidentify trends, pattern in consumer behavior, and opportunities to
innovationto reach the consumers in real time and remain the brands stand out.
2.0 Vision-Mission-Business Plan-Corporate Strategy
2.1 Vision
Unilever is a unique company, with a proud history and a bright future. They have
ambitious plans for sustainable growth and an intense sense of social purpose.
According to Unilever there vision is to-
{Roy, S. Id: 1512969660}
7. Page | 2
“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.”
2.2 Mission
The aim of Unilever is to add vitality to life of the consumers. The heritage of
Unilever - good governance, product quality and long experience of working with
communities help them to achieve 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.”
2.3 Business Plan
The business plan of Unilever is to ensure sustainable living for everyone through its
brands, people and operations. Unilever has 3 tools for attaining sustainable living.
They are- cost leverage and efficiency, innovation and marketing investment and
profitable volume growth. Unilever wants to focus on R&D and innovation to create
new and improved products backed by marketing to create even stronger brands
which will drive the volume growth of sales. Following is the business plan of
Unilever.
Diagram 1.1: Business Plan of Unilever
8. Page | 3
2.4Corporate Strategy
A major portion of the sales of Unilever comes from the regional markets and
Unilever is trying to create a deeper root in those markets. Through its well-
established distribution network in both the traditional and modern retail outlets
and with a good ability to adapt successful global brand concepts to suit local
markets, Unilever is in a good position to be able to capitalize on the growth forecast
in these regions. The goal of Unilever is to double the size of its business with
personal and home care, food and refreshment sector by better sales through strong
brand preference so that it can achieve its sustainable living plan.
Diagram 1.2: Corporate Strategy of Unilever
{Tasnim, T. Id: 1531414060}
9. Page | 4
3.0 SWOT Analysis
The Overall evolution of a company’s Strengths, Weakness, opportunities, Threats is
called SWOT analysis. It is the way of monitoring the external and internal
marketing environment.
STRENGTHS WEAKNESSES
1. Recognised global brand by all the
consumers
2. Strong brand portfolio in different
segments
3. Strong supply chainto low lead time and
cost
4. Economies of scale decreasing cost
5. Huge investment in R&D
6. Excellent management and human
Resource
1. Less direct connection with
customers
2. Difficulty in managing almost 400
brands
3. Absence in the premium markets
4. Slow sales growth in emerging
market
5. Fall in revenues
Opportunities Threats
1. Increasing need for healthy products
creating demand
2. Developing markets are expected togrow
3. Personal Care segment may become more
customized
4. Product for aging population may see
increase in demand
1. Strong competition from local and
MNCs
2. Competition in getting store space
increasing
3. Tougher Business Climate
4. Complex Organisational Structure
5. Niche brands gaining favour
6. Industry consolidation
{Siddique, R. Id: 1521726060}
10. Page | 5
4.0 PESTEL Analysis
A PESTEL analysis is a framework or tool used by marketers to analyze and monitor
the macro-environmental (external marketing environment) factors that have an
impact on an organization.
Political Economics
1. Comply with any restrictions imposed on
usage of user content
2. Disclose in Unilever application through a
privacy policy
3. New Tax or tariff imposed by local
governments
4. Political instability effect business
1. Economic downturn or slowdown
decreasing sales
2. Inflation increasing COGS
3. Exchange rate fluctuation causes risk
of low profitability
4. Higher rate of interest for future debt
Social Technological
1. Population growth increases demand
2. Improving health and well-being
3. low literacy of consumers in emerging
markets affects marketing campaigns
4. Change of perception of beauty and
nutrition
1. Technological advancement increasing
sales
2. Change in technology making current
technology obsolete
3. Upgrade to new technology requiring
money
4. Better cost efficiency
Environmental Legal
1. Production of Unilever may cause
environmental damage
2. Climate change may have inverse impact
on tea production
3. Polluted water may increase demand for
Pureit
4. Failure to attain sustainable goals
1. Not allowing the exclusive of certain
warranties, limitation of liability for
incidental damage.
2. Tothe maximum extent permitted by
applicable law
3. Tougherbusinessrules
4. Trade Union causing inefficiency
{Jahan, Y. Id: 1521140660}
11. Page | 6
5.0 Michael Porter’s Five Forces
Porter five forces analysis is a framework that attempts to analyze the level of
competition within an industry and business strategy development.
SUPPIER’S POWER
1. Price increase by
suppliers
2. Creating false scarcity
3. Complexity in supply
chain
4. Increase in lead time
THREAT OF NEW
ENTRANTS
Rivalry
THREAT OF
SUBSTITUTES
1. Substitute product by
new entrants
2. Cost advantage by new
entrants
3. Higher competition
4. Unilever losing core
adventure
5. Lower switching cost
1. Increasing of switching
possibility
2. Price competition results
in decreasing price
3. Decreasing sales
4. Competition in mind
positioning
BUYER POWER DEGREE OF RIVALRY
1. Consumers preferring
better quality products
2. Customer more
knowledgeable now
3. Customer preferring
new buying method
4. Brand loyalty needs
more time to develop
1. Low exit barriers
2. More industry growth
3. Different product
offerings
4. Competition for store
space
5. Difficulty in creating
unique brand
{Haque, S. Id: 1530286660}
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6.0 Marketing Strategy
With 7000 marketers, brand partners around the world, collaborating on strategy
development is a mammoth undertaking for Unilever, not to mention executing
considering it’s the world’s second largest advertiser, with two billion people in 180
markets. Unilever follows 3 key peelers for its marketing strategy. They are-
Diagram 6.1: 3 Key Peelers of Marketing of Unilever
People First:“Putting people first,” is the first pillar. “Putting people at the heart of
everything Unilever does. Unilever doesn’t talk about shoppers or consumers; they
talk about real people with real lives, needs and dreams.
Indispensable brands:The goal of Unilever is to build brands that people cannot
live without. Brands of Unilever are with a clear purpose, with a clear point of view.
Magical experiences: Unlocking the emotion, sharing in those magical brand
experiences across the whole path to purchase, across the whole consumer journey is
the process by which Unilever builds brands.
7.0 Marketing Concept
Unilever is an organization built around a strong culture and employer brand. With
so many different products and so many different brands touching so many different
markets, it would be easy for each one to have their own distinct culture and
marketing, with little overlap in-between. And yet, that isn’t the case, as every brand
in Unilever is constructed around one key tenet: purpose. The marketing of Unilever
13. Page | 8
is highly purpose driven rather than target driven. And the HR of Unilever plays a big
part of it. Unilever has a really simple philosophy: when you bring people and brands
together under the banner of purpose, ordinary people can achieve some
extraordinary things. That means making jobs less about the what and the how –
what the person will be doing, how much money they’ll make – and instead about the
why, as in why they are doing what they do each do.
8.0 Market Segmentation
Unilever has almost 400 brands in many countries and regions of the world. All the
brands have different market segmentation based on their features and value
propositions. The market segmentation can be done by 4 areas-
1. Geographic
2. Demographic
3. Psychographic
4. Behavioral
Diagram: 8.1: Market Segmentation of Unilever
{Roy, S. Id: 1512969660}
14. Page | 9
9.0 Marketing Mix (4+3 =7P) and the Customer
Unilever has almost 400 brands in many countries and regions of the world. Some of
the Biggest brands are dove, Lux, Knorr, Surf excel, Rexona, Lipton etc.All the
brands have different market segmentation based on their features and value
propositions. The price varies depending on the type of products. Unilever uses
almost all the promotional tools available to marketers. The products of Unilever are
found over 150 countries. All the brands of Unilever have separate branding strategy
but each has Unilever logo, design, ideology and message. In its logo it has 25 icons
of representing each importance of Unilever’s all 400 brands. Unilever has over
170000 employees all over the world with large network of retailers and distributors.
Most Unilever products come in plastic pack or bottles. They can be purchased in
retail store, shopping mall, online etc.
7P of Unilever
15. Page | 10
The clients or customers of Unilever can be divided into various categories in terms
of ages, income, what they want from Unilever. The customers of Unilever are of
different ages.The personal and home care segment has age group of 14-45, income
of medium to high. The food segment’s age group starts from 5 and preference for
tasty and healthy foods. The cost of the products of Unilever includes production,
packaging, marketing, distribution etc. cost which are also included into the pricing
of the products. Unilever uses various communication mediums and also explore and
considers new mediums though which communication with customers can be made.
The customers of unilever purchases products from retail stores, super shop, online
shops etc. and Unilever actively participate to get better store location than
competitors.
4C of Unilever
{Tasnim, T. Id: 1531414060}
16. Page | 11
10.0 Value Chain Model
Value Chain is the process or activities by which a company adds value to an article,
including production, marketing, and the provision of after-sales service.
11.0 Total Quality Management
Total Quality Management (TQM) is a management approach that seeks to improve
quality and performance so that the company can achieve long term success by
meeting or exceeding customer expectations. This can be achieved by improving
processes, products, services, and the culture in which they work by all the members
of the organization. Total Quality Management in the Unilever seems at the overall
quality measures used by a company including managing quality design and
development, quality control and maintenance, quality improvement, and quality
Facilities &Services
M
A
R
G
I
N
Talent Resourcing &Development
Regulatory &Compliance
Support
Activity
Business Intelligence
IT Integration
Revenue Assurance &Fraud Mgt.
CorporateFinance &Accounting Reporting
Communications &CorporateResponsibilities
Integrated Planning&Strategy
Regional Business Management
Business
Partnering
& MO
Buy ing
Central
Operations
Warehouse&
Distribution
Enterprise
Project
Manageme
nt
Operations
Channel
Dev elopme
nt
Brand &
Market
Communi
cations
Customer
Experience
M
A
R
G
I
N
Primary Activity
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17. Page | 12
assurance. It takes into account all quality measures taken at all levels and involving
all company employees.
Unilever uses the three words together as a phrase Total Quality Management has
the following meanings-
Total - involving the whole company,
Quality - with all its complexities has to be defined
Management - the structure of managing the process by following some
steps like Planning, Organizing, Controlling, Leading, Staffing.
In Unilever TQM requires a new process thinking mindset. They realize that
everything they do is part of a process. Their focus shifts from managing outcomes to
managing and improving processes; from what to do to how to do the processes
better. Quality performance expands to include how well each part of the process
works and the relationship of each part to the process. Also, process improvement
focuses on continuously achieving the greatest potential benefit for their customers.
Followings are the main factors which influences and ensures Total Quality
Management in Unilever.
1. Executive Management:Their Top management acts as the main driver for
TQM and creates an environment that ensures its success.
2. Training:Employees of Unilever receive regular training on the methods and
concepts of quality.
3. Customer Focus:Their improvements in quality that increase customer
satisfaction.
4. Decision Making:Their quality decisions are made based on measurements.
5. Methodology and Tools:They use appropriate methodology and tools
ensure that non-conformances are identified, measured and responded to
consistently.
6. Continuous Improving: Unilever continuously works towards improving
18. Page | 13
manufacturing and quality procedures.
7. Company Culture:The culture of the Unilever aim at developing employees
ability to work together to improve quality.
8. Employee Involvement:Employees of Unilever are encouraged to be pro-
active in identifying and addressing quality related problems.
12.0 Brand & Branding
A brand is a name, term, sign, symbol or design, or a combination of them, intended
to identify the goods or services of one seller or group of
sellers and to differentiate them from those of competitors.
Unilever is a worldwide well-known brand by everybody. This
is because Unilever maintains a strict rules and use of its logo
and other symbols, patterns etc. All the brands of Unilever
has separate branding strategy but each has Unilever logo,
design, ideology and message.
Logo:Unilever is committed to making sustainable living
commonplace and their logo is a visual expression of that commitment. Each icon
has a rich meaning at its core, and represents some aspect of our effort to make
sustainable living commonplace. The big blue ‘U’ of our logo stands for Unilever. It
has 25 icons, each of which represents something important to Unilever. From a lock
of hair symbolizing our shampoo brands to a spoon, an ice cream, a jar, a tea leaf, a
hand and much more, the little icons all have a meaning.
Brands of Unilever
Unilever has around 400 brands operating in different parts of the world. All the
brands can be divided into four categories. They are-
Category Major Brands
Personal Care
Lux, Dove, Lifebuoy, Axe, Fair & Lovely, Rexona, Sunsilk,
Aviance etc.
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Home Care Surf Excel, Comfort, Vim, Cif, Drive, Puro, Persil etc.
Food & Drinks Flora, Bule Band, Becel, Lipton, Magnum Knorr, Pure It etc.
13.0 Box Analysis of brand Elements
1. Memorable
(Unilever)
2. Meaningful
(Unilever)
3. Likable
(Unilever)
4. Transferable
5. Adaptable 6. Protectable
1. Memorable:How easily do consumers recall and recognize the brand element,
and when—at both purchase and consumption? Unilever is very well known and
recognized by everybody. Short names such as Dove, Lux, and Rexona are
memorable brand elements.
2.Meaningful:Is the brand element credible? Does it suggest the corresponding
category and a product ingredient or the type of person who might use the brand?
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20. Page | 15
Brands like Fair & Lovely, Pure it perfectly describes what the brand offers to the
customers. Thus they are meaningful.
3. Likability: How aesthetically appealing is the brand element? Unilever spends a
lot to make its brands likable and as the customers can feel the attachment of the
brand proposal and their needs they are very likable.
14.0 Brand Dynamic Pyramid
Bonding:Bonding happens when a company is doing business at least for 20 years
and well received by the customers. Now there are many products of Unilever which
are new. But as a Brand Unilever itself has been around for such a long time and
constantly stay as a market leader so it is in the bonding section.
15.0 The Five M’s of Advertisement
The following Five M of advertising is for a new product launch proposal of Unilever
in Bangladesh which is of an ice cream brand “Ben & Jerry”.The ice-cream industry
of Bangladesh is already 2ooo million BDT a year.
Which is also expected to grow in future with a good
rate?“Ben & Jerry” is a famous ice-cream brand of
Unilever which has a long success and loyal customer base. Its tagline is “Ice-cream
makes you happy” and its point of differentiation is real ingredients like fruits in the
ice-cream. The target is gain 20% market share by 1 year and 50% market share by
3rd year. It will approximately take 80 million BDT marketing cost including 40
million BDT for TVC and print media, 30 million for event sponsoring and 10 million
for other costs. The effectiveness of advertisement can be measured by various
{Roy, S. Id: 1512969660}
{Tasnim, T. Id: 1531414060}
21. Page | 16
methods like Digital Ad Ratings, Consumer Neuroscience ,Radio Airplay and Online
Streaming etc. by Neilsen.
16.0 Mass Communications
16.1 Marketing Mediums
Marketing and promotion of Unilever takes place on a variety of mediums,
intermediaries or platforms. The traditional mediums include print, radio,
television, POSM, retailers, distributors etc. while the online mediums include
ecommerce, social media, search engine marketing etc. The focus of Unilever is
shifting from traditional medias to new phenomenon like social medias. As more and
more people are getting involved with social medias it provides a great opportunity to
engage people with the brands. The main focus of Unilever is to create a Omni-
channel marketing for the company where customer can engage with the company
from wherever they want to purchase from anywhere.
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Diagram 16.1: Marketing Medium of Unilever
16.2 Events, Experiences and Sponsors
Unilever is involved with sponsoring a lot of events including sports, artistic
performances, community and social awareness raising programs. Many events are
created by Unilever as well. Generally different brands of Unilever are associated
with sponsoring particular events. Many times Unilever jointly promote an event
with other companies too. All the sponsorship of Unilever must match with its
sustainable development plan and core values.
16.3 Public relation/ Government Lobbying
The public relation of Unilever is managed by various Public relation agencies.
GolinHarris, a large public relations firm operating for more than 50 years, has taken
over the PR functions of Unilever’s most brands across the world. It is responsible for
Lipton worldwide; Clear and Lux in China; Lux, Cornetto and Magnum in Singapore.
Halpern are the retained Global PR Agency for Dove Men+CareDeo all key markets,
including South America, Europe, Asia, North America and ASIA. M-Booth and
associates, Fenton etc. handle different brands of Unilever in USA.
Diagram 16.2: PR Agencies of Unilever
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Unilever Actively hires lobbyist too to lobby on various issues on agriculture,
chemical industry, consumer product safety and taxes. In the UK its main lobbing
groups are Confederation of British Industry (CBI), British Chamber of Commerce
(BCC) etc. In Europe its other lobbying groups are European Roundtable of
Industrialists, European Association for Bioindustries etc. Transatlantic Business
Dialogue arguably is one of the most far-reaching and influential international
corporate-state alliances of Unilever. Other than that Unilever also has alliance with
Bilderberg Group, International Chamber of Commerce etc.
16.4 Corporate Social Responsibility
Unilever is involved in various CSR activities to address various global challenges by
taking local approaches which they call a “Multi Local Multinational Approach.” The
CSR activities of Unilever is closely attached to their sustainable development as they
continue to work on sustainable agriculture, fisheries, water stewardship, and
reducing carbon footprint. Unilever Lifebuoy Campaign Reduces Diarrhoea from
36% to 5% in many villages of 14 countries. In 1996, Unilever joined with WWF to
find a solution to the global fish crisis. Unilever South Africa actively works to protect
lakes in Africa. Thus Unilever is always helping society which as a result boosts it
positive brand image.
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17.0 Marketing Budget & Expenditure
Unilever is one of the top five expenders on advertisements in the world. The
advertisement expenditure of Unilever is mostly dominated by the TV ad segment.
Then comes the print media expenditure. In 2012 the global advertising expenditure
of Unilever was increased by almost 20%. But at the same time Unilever focused on
reducing cost but reaching more consumers with the use of social medias, economy
of scale, more effective use of media etc. In 2015 the core operating margin rose by
0.4 percentage points despite maintaining brand and marketing investment at 14.8%
of turnover, as overheads were reduced by 0.6 percentage points.
Diagram 17.1: Brand and Marketing Investment of Unilever
18.0 Pricing Strategy of Unilever
Most of the products of Unilever fall under low to mid-price range. One of the main
strategies of Unilever is to attract buyers by offering low price products like Fair &
Lovely in the emerging markets. In entering the emerging-country market Unilever
prepare to compete on the basis of low prices. Unilever pursued this strategy because
consumers in emerging markets are often highly focused on price, which can give
low-cost local competitors the edge unless a company can find ways to attract buyers
with bargain prices as well as better products. But recently for well stablished brands
Unilever is increasing price by offering new values in the products especially for their
personal care brands.
19.0 Break-even analysis of Unilever
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The break-even level or break-even point (BEP) represents the sales amount—in
either unit or revenue terms—that is required to cover total costs. Total profit at the
break-even point is zero. Break-even is only possible if a firm’s prices are higher than
its variable costs per unit. The main purpose of break-even analysis is to determine
the minimum output that must be exceeded in order to make profit. For Unilever,
data of three years- 2012, 2013 and 2014 will be considered. Break-even point will be
calculated in terms of units.
Assumption,
Price per unit in 2014= $6.25
Variable cost per unit in 2014= $3.13
Fixed cost = $3000 million
So, Break even Volume in 2014 = fixed cost/ (price-variable cost)
= $3000 million/($6.25-$3.13)
= 3347 million units
2010 2011 2012 2013 2014
Total Fixed cost 30000 30000 30000 30000 30000
Total Variable cost 10017 12123 14340 12270 10460
Total cost 20034 24246 28680 24540 20920
Variable per unit 2.50 2.63 2.75 3.00 3.13
Price per unit 5.00 5.25 5.50 6.00 6.25
Break Even Sales Unit 4007 4618 5215 4090 3347
***Values are in million
Diagram 19.1: Break-Even Point
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It can be seen that to reach break-even point Unilever had to reach 3347 million
units to sell which equals to the $20920 million in sales revenue. As Unilever
reached over 5000 million USD in revenue in 2014 it got passed its breakeven point
in 2014 and stood in the revenue zone.
20.0 Recommendation
Followings are the recommendation on different issues where Unilever can either
improve or takes new initiatives to grow further.
20.1 More focus on digital marketing and Social media
With the change of technology it is important that Unilever adapt with different new
digital medias for their marketing approach. The CMO of Unilever Keith Weed
himself admitted that lesser people are following the traditional medias now a days
and it is getting for difficult to reach customers through traditional medias. It is very
important that Unilever focuses more and more on new digital medias like mobile,
social networks, blog etc. What Unilever needs to do is to engage people in various
activities with separatebrands of Unilever through social networks. Unilever should
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create different events which will encourage people to participate in them. The
themes of the events must match with the core brand values of a particular brand.
Unilever did great promotion of World hand wash day in social media and gained
positive feedback. In Bihar, a region in India with the lowest access to media and yet
has high mobile phone penetration. It created a radio station that gave people 15
minutes of free entertainment along with ads for Unilever brands when they missed
call a number. The service proved popular with more than 8 million unique visitors
in six months and the ads were heard more than 50 million times. Unilever should
have country wise verified pages for all its brands and operate them separately.
Diagram 20.1: Top Social networks used by businesses
20.2 Ecommerce website for Omni-channel efficiency
To foster the Omni-channel marketing and distribution strategy for Unilever should
open country specific ecommerce sites for its brands. In the ecommerce site
customers will be able to order any item and they will have the option to choose a
place where they want to purchase the product. In that case Unilever will be able to
manage their distribution channel more efficiently. This will be more effective for
higher end products as higher end products are not always available to any local
stores where other Unilever products may be found. This ecommerce ordering
process will be able to drive sales growth for these products and reduce holding time.
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20.3 Premium personal care products
There is a vacuum for premium personal care products of Unilever. Many countries
including emerging markets are facing increasing demand for premium personal care
products for specific needs. Unilever should create separate brands to enter into the
personal care products. They should market it separately and make it available in
high end stores only. The packaging should also reflect the quality of the products are
being sold.
20.4 Marketing change of Knorr to increase growth
in South Asia
The food section is very important for Unilever to grow. And
South Asia is a big market for Knorr including India,
Bangladesh, Sri Lanka, Pakistan etc. But the sales of Knorr in
this region are not as expected for Unilever. In the same
region Nestle has achieved great success with their brand
“Maggi”. On the first few months Knorr had a good sales but that was due to Maggi’s
supply chain problems. Once Maggi solved their problems, Knorr’s sales begin to
decline. Most people found Knorr soups’ taste to be bland and tasteless especially
people of Bangladesh likes spicy or Thai flavors more and Knorr is European savory
biased which did not suit the sub-continent people’s taste. Also there was lack of
awareness for the idea of real chicken and vegetable which did not get set in
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consumer minds that strongly. Eventually they have introduced the Thai flavor but it
was quite late and Maggi has already returned. Even with their advertisement in
Bangladesh Knorr was not successful much. Knorr tried to attract the mother section
by focusing on real ingredients and children section by make funny advertisement.
But following things Knorr can do to increase sales.
Knorr should hire Bangladeshi well known nutrition expert or cooking expert
to act in the ad which would be more accepted by the mothers in Bangladesh.
Knorr has associated itself with “Kung Fu Panda” and promotes “Kung Fu
panda” cartoon in TV. Knorr can introduce special kung Fu Panda designed
noodles packets and offer stickers with small packets or small toys with the
family size packets of Knorr. This will attract the children a lot.
Knorr should introduce new foods like “Knorr Momo” or “Knorr Spaghetti” in
the countries where these are absent from competitor brands.
20.5 Eco friendly Product Packaging
One important goal of Unilever sustainable living goal is to reduce the carbon foot
print and doing more ecofriendly business. To achieve the goal or foster the idea
Unilever can introduce ecofriendly product packaging for their products which will
not be indestructible like plastic and harmful for the environment. It will also create
positive image of Unilever among general public.
Eco Friendly Packaging
21.0 Conclusion
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Unilever is one of the greatest brands which is occupying and stands gallant position
through the whole world. Unilever Bangladesh Limited (UBL) is very well-known to
us like the common people but there are some pros and cons those we come to know
through this analysis. From the overall study over the renowned Unilever we’ve got
an idea about its strengths, weakness as ion a word SWOT and the PESTEL. They
maintain a value chain which has a unique role behind the successful. They also
maintain successful campaign. Based on the analysis done above we can reach the
decision that Activation campaigns do have an impact on the purchase behavior of
the consumers. These campaigns not only create help to create awareness amongst
the specified target group but also helps to pass on a newly or modified positioning
statement. To maintain a more successful brand value there must be an excellent
coordination and integration between the brand managers in the marketing team.
Actually all the member of this family maintains a friendly relationship in a friendly
environment.
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22.0 Reference
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