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Case study of unilever company
Marketing strategies unilever
Marketing strategies unilever
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Introduction
Unilever was the world's first packaged goods manufacturer, and is still one of the global leaders, and have strong profile in emerging markets. Unilever started its onshore operations in Bangladesh in 1964 when its soap factory was set up at Chittagong. Unilever Bangladesh is market leader in 7 of the 8 categories it operates in, with 16 brands spanning across home and personal care and foods. Unilever Bangladesh’s operation provides employment to over 10,000 people directly and indirectly through its dedicated suppliers, distributors and service providers. 99.8% of Unilever Bangladesh employees are locals. They also have a large number of Company employees working abroad in other Unilever companies as expatriates.
Unilever still believes that success means acting with 'the highest standards of corporate behavior towards the employees, consumers and the societies and world in which we live. Over the years they've launched or participated in an ever-growing range of initiatives to source sustainable supplies of raw materials, protect environments, support local communities and much more.
Here is discussed about Unilever’s selling strategy, monitoring strategy, advertising medium, selling department, sales force and distribution channel.
Prasasthi Chakma Id: 112011022
Selling Strategies
Planned approach to account-management guideline's structure, prospect identification, qualification and order creation is called the selling strategies. In essence, this is generally combination of sales tactics and procedures.To sell their products Unilever Companyis recruiting their sales representatives’ & following several marketing channel strategies. They follow both pull and push strate...
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...arul Islam Id: 112011069
Conclusion
By going through the broad analysis, this report focuses on the selling strategies and process, Selling department and sales force, advertising medium& distribution channels of Unilever. It is a globally successful company. For differentiate cultural people their creation and supply brands have to be taken seriously. Unilever Bangladesh is the market leader in home & core products. Their expanding and distribution is growing in great number. They will able to gain the satisfaction as well as the trust as a renowned brand.
Nazneen Sultana Id: 112011001
References
1.
Fundamentals of Selling by Charles M. Futrell 10th Edition, 2008.
Book
2. http://smallbusiness.chron.com/effective-selling-strategies-18480.html Web Page
3. http://www.unilever.com.bd/aboutus/introductiontounileverbangladesh/ Web Page
...riety of national tastes, the variety of sales channels is also a big challenge for United Cereal. For instance, as the sales channel of supermarkets dominates in Germany, its influence is relatively small in France and Italy. Therefore, to enhance the sales channel of each country is one of the major targets.
The business world is becoming more and more heated up as a result of the ever increasing levels of competition. Each and every industry is witnessing an alarming rate in the number of competitors that exist within it. This is further fueled by the increasing world population, which brings about the speculations that the future of the market is rather bright. It is interesting as to how many things are nowadays done based on speculations and future expectations. In the turmoil of it all, marketing has been established as a very effective tool used by various firms to gain competitive advantage over others. As such, each organization has been able to develop its own marketing strategy based on the various things that affect the industry and the nature of business undertaken. Theories and practical research are two major items that form the basis of development of marketing strategies. Rolls-Royce is one of the many organizations that have been in big business for a long time. As such, the company has been able to identify major areas of strength and weakness when it comes to marketing.
Kotler, p & Keller, K. (2006). Marketing Management (12th Ed). New Jersey: Pearson Education, Inc.
Over the last decade, product marketing and ways through which communication takes place between manufacturers and consumers has changed tremendously (Belch & Belch 2004). Due to the technological revolutions and the rise of innovations such as the mobile phones and the internet, control over information has shifted apparently from the manufacturer's hands to the hands of consumers (Belch & Belch 2004). The market environment has also changed due to globalization of marketing strategies, loss of confidence in media advertising, increased reliance on targeted communication methods, and media fragmentation and so on (Belch & Belch 2004).
By investing more in market research than any other company, conducting thousands of research studies and investing millions in consumer understanding every year, P&G has made a success out of articulating unspecified consumer wants and needs translating them into products. Not only is their a successful transition from idea to product, but P&G has also demonstrated global success in branding these products into household names with the logistics and distribution capabilities to translate it into meeting consumer and retailers needs satisfactorily. By translating these characteristics into continuously improving efficiency and productivity, P&G can give the best brand value to the Indian market by building relationships with consumers,businesses and retailers, making Oral B the toothbrush household name in India.
A marketer doesn’t just have a plan. Marketers now open up to a wider strategic plan and it’s based on steps that balance out what the market is offering consumers. These marketers must analyze their production with these steps, then make a portfolio of the growth and even their down falls therefore this keeps these marketers to continuously innovate and create even a greater amount of value for their customers. Marketing management functions are discussed along with the marketing mix and strategy.
Elliot, L. (2003, July 4). Cleaning agentInterview Niall FitzGerald co-chairman and chief executive Unilever. theguardian. Retrieved from http://www.guardian.co.uk/business/2003/jul/05/unilever1?INTCMP=SRCH
Unilever Indonesia, Tbk is one of Indonesia’s largest consumer goods producers which produce household products, personal care products, foods and refreshment products that contains various well known brands, such as Wall’s, Lifebuoy, Vaseline, Pepsodent, Rinso, Blue Band, Dove, Rexona, and Clear. This company was established in Indonesia on December 5, 1933 as Zeepfabrieken N.V. Lever, a subsidiary of Lever Brothers at Angke, Jakarta. On July 22, 1980, the name was changed to Unilever Indonesia and on June 30, 1997, it was renamed again into PT. Unilever Indonesia, Tbk. PT. Unilever Indonesia, Tbk has two subsidiaries, PT Anugrah Lever (in liquidation), and PT Technopia Lever, a joint venture company with Technopia Singapore Pte.
The case looks at prescriptive strategy as applied to multi-product group of companies. Unilever is based in over a hundred countries where multiple products are being made in each. However, the market is mature which means that growth is stagnant and innovation is almost non-existent. In order to improve on growth and sales, the strategies that are needed look at how to come up with new products that have high profit margins and penetrate new markets. The prescriptive approach was used to come with a strategy to improve growth and profit. In order to improve on innovation, both the prescriptive and emergent strategies can be used since both support innovation. From the case study, not much profit was made when the ‘Path to Growth’ strategy was first implemented (2001-2004). The strategy was initially based on cost cutting. There was a need to also build volumes through existing portfolio of branded products through innovation and marketing. By focusing on increasing sales in developing countries where growth prospects were high and increasing investment in personal care products where profit margins were higher, it was possible to improve the profit portfolio.
Unilever’s Dove is part of the consumer goods company’s many brands which have historically lacked global identity amongst its many products. The lack of global identity resulted in issues such as diverse marketing standards, varied product development, and lack of brand recognition by consumers worldwide. Unilever’s solution to this problem was to group similar product lines under a few recognizable umbrella corporations. This initiative gave birth to the one of the most controversial marketing strategies in the history of business.
Service: Unilever works quite closely with the customer to ensure customer satisfaction and also to understand the trending needs of the customer.
Unilever’s steady underlying improvement in Europe has continued, with 2.8% growth in the year. The fourth quarter was particularly strong, at 5.5%, against a weaker comparator. The Americas were up by 4.1% in the year, with Brazil and Mexico improving through the year, while the US grew solidly at 3.2%. Asia Africa has shown consistent, broad-based growth across countries and categories throughout the year, up by 11.1%. This demonstrates that merging with globalised technologically advanced companies such as SAS, and using their expertise, is paying dividends for Unilever. (Unilever’s Annual Report, 2007) (Drinks Business Review, “Unilever selects SAP as standard for global IT Strategy”, May 2007)
This strategy is very much about the business which is carried out as usual. In this strategy the marketer is focusing on both the product and the market opportunity.
Kotler, J., & Keller, K. (2012). A framework for marketing management. Essex: Pearson Education Ltd.
Unilever is a multinational consumer goods company, which includes products like food, beverages, cleaning agents and personal care products. Unilever is the world third largest customer goods company. The brands of Unilever are trustworthy worldwide and because of the feedbacks given by the people, Unilever is stated as one of the most successful customer goods/products companies. Unilever have more than 400 brands which focuses on health and wellbeing, and this is the reason why Unilever has touched so many people lives in many different ways. Unilever collection of varieties varies from nutritionally composed foods to permissive ice creams, inexpensive soaps, comfortable shampoos and everyday domestic care products and goods. Unilever also produces world-leading brands such as Lipton, Knorr, Dove soap, Axe, Blue Band and many more. Unilever is a responsible business as their supportable living strategy sets out to decouple their development from their environmental influence, and at the same time growing their social encouraging influence as well. Their plan has three main aims to achieve by 2020 which are as follows: