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Marketing combination and strategies of Unilever

1. 0 Company Overview

Unilever N. V and Unilever PLC include Unilever group and both companies have the same directors. In Unilever PLC, their products contain food, personal maintenance systems and other household products that are respected by customers internationally. The very best 13 brands are for sale for the bank account of sales amounting to â23billion and relating to statistics their 25 brands symbolize up to 75% with their sales in the market. It is also a globalized business that has generated over fifty percent of its turnover in producing and other surfacing marketplaces in the regions of central and Eastern Europe, Latin America, Africa and Asia. Its excellent portfolio includes popular makes such as Dove, Lux, Magnum, Knorr and Lipton, Hellmann and Axe/Lynx. Moreover, Unilever committed to community tasks worldwide in the entire year 2009. (Unilever, 2010)

1. 1 Objective Statement:

Unilever's motive is to globalize on production and meet each and everyone's needs and desires every day. They have at least widened into 75 countries worldwide and 1 out of every 2 consumer products has their branding in them. They strive on committing themselves to the welfare of the consumer market. '

Unilever seeks to meet a consumer's needs in terms of nutrition, cleanliness and personal care with the merchandise which makes people feel good about any of it and looking great and getting more from life.

Unilever focused on their consumers and customers, the increase in global people and the requirements of more basic necessities led them to increase their boundaries around the world. They thought that with high expectations of good progressive behavior, being successful brands, attractive prices, community support and ongoing improvement, they can contribute pretty and endlessly with their market, especially with the near future expected market of a supplementary 1 billion customers.

1. 2 Financial Situation

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Overall synopsis of Unilever's earnings has been on the common net of 3. 8 with the highest in the entire year 2008. As shown from the graph, their total demand as proven through their Turnover has been steadily rising until the time 2008. The rapid fall in online profit, even though not much can be discussed due to more powerful competition and world market crisis, a rise in inflation and fall season in individual labor. Net cashflow from functioning activities has been steadily rising and this may be because of the fall in reduced labor and a result of higher cash flow.

1. 3 Market Share

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Unilever's major consumer lies in Asia where the majority of their suppliers are from Asia. Reason being is because labour, transportation and inventories are cheapest in Asia and therefore much more successful in Asia compared to Europe and America. Further support thesis is also obvious where America and American Europe is only a Billion in difference, very little when calculated on a yearly basis in turnover. Unilever being a Australia based mostly company is closest to Asia as well, so a knowledge in culture dissimilarities and market variations is much less different in comparison to America and European countries.

2. 0 Market Situation (PEST)


When there is a participation of an foreign company far away besides Unilever UK. Unilever is at the mercy of the local control of the imports of goods, occupation of expatriates and the prices set and more. This would require the local investors in taking part in the international investment. Furthermore, Unilever do not get involved with sponsoring in virtually any political parties. Currently, it uses their own tactical strategy and experience to gain ground in the politics environment. Additionally, Unilever is also an associate to numerous organizations around the world. Their goal is to accomplish an motivating business environment and in other ways in facilitate corporate reputation in the management. However, there was also fear that the foreign company would leak out the data and would then lead to reduce of trademarks. This might definitely be disastrous for Unilever as the adjustments over the market businesses are being reduced.


Unilever has highly competitive market conditions that are likely in Western Europe. Moreover, there a wide range of hindrances in the Western european market because of this from the European Union free trade procedures. The biggest competition in the Western european market as seen is Procter & Gamble (P&G) and that could pose as an undesirable influence on Unilever's earnings potentials. As for the FAST PACED Consumer Goods (FMCG) been asking the producers to lessen prices on the products as consumer would not be buying goods or brands that are charged higher as because of the current situation throughout the market tide.

In addition, the competition in the EU arena has increased and been strong thus making Unilever having difficulties in country like in France and Netherlands. It has been established in the years, Unilever has definitely managed to expanding countries such as with Asia even though there might be political instability. Luckily, Unilever is rolling out company strategies to ensure its profitability drive in sustaining its place.

Social / Cultural

Unilever has been maintaining its social cultural environment as they are working endlessly to boost in their hygiene and providing better nutrition for people globally especially to those in Africa, Latin America and Asia. Furthermore, Unilever helps in creating a self-confident future for those low self-esteem young ladies and increasing risk problems such as eating disorder. They have created The Dove Self-Esteem set a five yr goal to reach out to as many as 5million of young people by 2010 through activities, online and other resources. Furthermore, Unilever hires close to a 100 or even more nationalities. That is to ensure that there is a diversified working environment for employees and consumer as well. The best thing about Unilever is the fact that it is constantly on the build a special culture and promoting the difference and that lead to a soaring demand for its product in the growing and other appearing markets in the future.


Unilever has been improving its business by enhancing its web presence in order to improve their brands communications and market as well as making business deal a lot more convenient along string. Currently, Unilever is also lessening the price through the IT efficiencies at a worldwide level. Besides that, Unilever technology collaborated with Unilever R&D in getting together with customers' needs. In 2003, Unilever given Bitto Storage space System Ltd, a UK based company that has been here since 1845 and had by Fritz-August bittmann as their main inventory supplier for their complete processing device. Bitto created machines which were specifically for storage space such as pallet racking, boltless shelving, plastic bins, containers, vast span and heave weight shelving, cantilever racking, multi-tier shelving systems. all these were specially made to cater to frozen products as Unilever has non-adaptable products as well. The crucial history and achievement of Bitto was the only reason that they were given the task.

Competitor's Situation

Procter & Gamble (P&G) is one their competition that provides the almost the same products ranging from hair treatment, food and household items a lot like Unilever.

SWOT Analysis


Quality of the merchandise having its reputation.

Enormous company.

Great contacts with other major marketplaces.

Strong promotional and online marketing strategy.

Creative strategies are provided by the organization.

A more developed company that has good syndication network internationally.

Decentralized decision making as it does not only confine to some top executives, it involves professionals at various level in decision making.


Slow in sales expansion as being set alongside the other challengers.

Due to remote areas in Western resulting in higher transporting fees.

Higher cost would therefore limit deals in the organization.

Competitors might be offering better substitute products.

Restructuring of cost is high.



Objectives - SMART


Dove has protected almost 30% in market share worldwide in '09 2009.


Unilever intends to increase total sales by 15% this year 2010 and this calls for heavy marketing promotions as well as reducing environmental impact.


With consistently strong marketing promotions, brands invention and constant improvement, the goal is achievable and ecological.


With an estimated increase demand of just one 1. bil consumer, the target is 100% possible and results will be better than expected.


Unilever will establish to increase its sales and consumer foundation every year by 10% per annum. Brand consciousness would have a specific time.


Unilever has forecasted a strong growth of consumers in the year ahead with around increase of 1 1 billion customers. Presuming next years' global overall economy to be growing with a increase in the next quarter, businesses in Asia and Europe will rise gradually in comparison to America's current economic climate fluctuations. Whilst taking into consideration of Value Exchange, Market demand, fluctuations in raw materials and rival activities, Unilever might be boosting sales and inventory turnover in the first 3 quarters, and slowing down at the previous quarter. These will reduce the risk of reduction in forex. Assumptions depends nearest to the activity of the existing year and this past year combined to give a standard picture of future expansion or loss depending on market activities.

Marketing Strategies

Dove is a one of the main brand in Malaysia in conditions of cleaning soap and shampoo. With their fragrant smell, attractive emblem and powerful marketing strategies, many women are employing their products for a softer and smoother skin area. Dove products come in various sizes and shapes, there are Dove Green Soap, Dove Shampoo, Dove Deep Wetness hydrating body rinse, Dove Energizing Products, Dove's special all day Formula, Dove Destruction Therapy Range, Straight and Silky, Anti Dandruff, Deoderant and Dove Edible Products ( Dove Almonds, Dove Candies, Dove Chocolate, Dove CHOCOLATES, Dove Tea and etc. ). Dove has been known in its tale as a 'beauty bar' where unlike similar soap pubs which leaves your skin layer dried and flaky, they moisturizes your skin and leaves a fragrant smell after the showers. In 1979, a Pennsylvania studies exhibited that Dove dried out and irritated skin significantly less than regular cleaning soap, and through this, Unilever went into a solid marketing promotion and today occupied 24% talk about of the whole market by 2003.

Dove purports to be "a realtor of change to teach and inspire young ladies on a wider meaning of beauty also to make them feel more confident about themselves (http://www. articlesbase. com/gifts-articles/the-dove-product-949435. html#ixzz17qhX9IzM)

Market Targeting

Unilevers market is based on every single person on the market. These consumers can be from babies to older people where everyone can benefit from their products. Almost 1 in every 2 products in homeowners are Unilevers and they're widening their marketing wider for more consumers. In UK, the population is divided into 6 categories, Low-quality, Average, Rich, Children, Individuals and Elderly and Unilever products is applicable, Usable and accessible from everyone. Positioning products and stores surrounding the world, and exhibiting their brands on products is very important. Their largest consuming market is AsiaThis reminds Users of the quality and reassurance of products whenever they purchase such products. Unilever programs to project into Deodorants, Savory, Dressings, tea, Glaciers Cream, Pass on, and Mass Skin.

Market Segmenting

Segmenting products relating to inhabitants is one of Unilever edge over their challengers. With over 130 many years of experience, Unilever can know what products and populations' best corresponds to one another. They set up good consumer foundation and has among the best culturally diverse companies. In UK where most food products are milk centered, Unilever has widened their give attention to dairy based mostly products such as margarine, dairy, baking butter and other dairy based products. They will focus their products with healthier choices with more usage in something.

Market Positioning

Unilever will position their products in nearly every shelve there exists so that they can cover an increased percentage of the entire market. By building a wider consumer bottom, they can not only gain higher net revenue but also information on how population taste, goals, needs and desires changes every once in awhile. They penetrate these markets with the help of their lovers like Tesco, Wal-mart, Carrefour and Ahold, all large supermarkets that can focus on their desired market growth.

Marketing Mix


Through critics and huge issue, Dove shampoo has been categorised as a very cheap way for good hair maintenance and beauty motivated product. Their cleaning soap, which is very similar to other regular soap comes in pink and white, with their logo design imprinted in to the midsection. As their presentation is very similar to ordinary cleaning soap, it keeps the cost low. To increase their advantage of having better pricing, Dove has a community outreach/affiliate marketing group where customers get free products if they released friends and family to purchase the product. Before setting out on the marketplace, Dove has always examined on competitors costs strategies and hence, develops new charges strategies which suits the marketplace most but at the same time, maintain the brands interest and companies earnings. Their rivals such as Proctor and Gamble are one with their strongest competitors and produce similar goods such as Pantene. They need to, however, keep at a marginal price for many products so how they procure their prices in the long run establishes their competitiveness and revenue.


Dove has an extremely strong show in the entire market up to date. With many products that amounts from anti Dandruff, Anti Tangle to Dove For Men, they capitalized on every person in the market and focused their goals into learning what most expects in a shower and after bathtub. In UK where weather is very dried up and wintry, the users there largely purchase goods that moisturizes and soften the skin to prevent breakouts and dried up skin, and also enough natural vitamins and smell to include value to its products. From current figures, UK's population contain more feminine to male and age statistics shows that there can be an equal level between the elderly and infants. With these, Unilever can also section their target more on the population that demands on their products. Products such as Anti-tangle and Profound Moisturizer can suit better on UK's demographic statistics.


Dove has developed strong marketing strategies throughout the internet and also through pr. Their marketing promotions offers great great deal where sometimes purchasers could buy in volume and purchase only 25 % of the price, or sometimes be offered free showering products such as body mash, napkins, Dove imprinted storage containers and etc. Dove's promotional strategy is one of the most powerful on the market because customers are often bought by through their smell and price alone. Promotion booths, Advertising columns and copies of previous customer's testimonials each is marketing tools to catch the attention of more clients. Their strongest promotion strategy also will involve heavy TV and mag advertising. Their advertisements shows how epidermis can be gentle, white and soft, creating a brilliant picture of comfort and smell in the users mind. Celebrities and popular slogans are being used as well to promote their products better.


IN the EU, where trade is free around Germany, Poland, Britain, France and etc, Dove is being used and exported around. With around EU14 billion profit each year, logistics, safe-keeping, inventories and etc is vital. Most Dove products will be sold via large supermarkets in rows and also in smaller shops such as 7Eleven, Coles and etc. Some Dove products can be purchased through direct marketing where real estate agents introduce and display the huge benefits and use of Dove and how they can affect everyday life. These brokers earn through fee and their market coverage is much wider compared to long term stores.

Forecast and Implications


Overall, Unilever will seek to boost their customer foundation and strongly give attention to the changes in the forthcoming years in advance. With new inventories and business lovers, Unilever will soon capitalise in other sections of products to broaden their customer base. They seek to boost their R&D and customer knowledge over time, exploring new technologies and scientific discovery to boost their products, healthier, user friendly and more durable products to give a gratifying feel to existing clients and possibly new clients.

Research & development in Unilever ranges from considering emerging technologies, exploring possible applications and collaborating with exterior experts to projects prolonged around six to nine weeks that adapt products for local markets

http://www. unilever. com/aboutus/introductiontounilever/unileverataglance/?WT. LHNAV=Unilever_at_a_glance

mvoplatform. nl/publications-nl/Publication_617-nl/at. . . /fullfile

http://www. unilever. com/images/ir_Unilever_AR09_tcm13-208066. pdf

http://www. unilever. com/images/sd_UnileverSDReport170310_amended_tcm13-212972. pdf

http://www. codewit. com/Pestel_Analysis. pdf

http://www. corporatewatch. org. uk/?lid=259

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