UNILEVER
Transcript: Marketing strategies of Personal wash: soaps, Laundry: Surf, detergants, Skin care: Dove, Ponds, Hair care: Sunsilk, Oral care: CloseUp, Pepsodent, Deodorants: AXE, Lynx, Food and beverages: Lipton, PG Tips, R&D Company spend huge amount on R&D. Price, quality and variety. Unilever has 400 brands worldwide. Customer rely and believe in the quality of product. Competitive advantage Wide product variety Promotion, marketing and advertising Effective and attractive packaging Research and development Economy of scale Internal attributes of the organization that are harmful to achieving the objective. Unilever has the following weaknesses out of which the strong competitors like P&G, Nestle... OPPORTUNITIES: FINANCIAL SITUATION: New local products Assumptions Market Positioning ECONOMIC: Move operations to undeveloped countries Dove has a very strong share in the overall market up to date. With countless products that ranges from anti Dandruff, Anti Tangle to Dove For Men, they capitalized on every individual in the market and focused their goals into finding out what most expects in a shower and after shower. Unilever has strong competition worldwide by multinational. E.g. P&G, RackittBenckiser, Nestle, etc these are also the companies that operate worldwide, have big market shares, huge product line and millions of customers. UNILEVER MARKET SHARE: Marketing Mix Market targeting: Product legal effects TECHNOLOGICAL: SOCIAL/CULTURAL: New local products are introducing in the market. As the sizes of local companies are small they have fewer expenses and when they provide cheap product they can grab the market share of Unilever easily. Biggest threat nowadays are recession. POLITICAL: Procter & Gamble (P&G) is one their competitor that supplies the almost the same products ranging from hair care, food and household items similar to Unilever. Nowaday's people like to eat healthy food which contains fewer calories and use those products which will not harm their environment. This gives a good opportunity to Unilever to add more and more products in its product line. Price Market Segmenting External conditions those are helpful to achieving the objective. Company needs to focus to move their production operations in undeveloped countries. Their strongest promotion strategy also involves heavy TV and magazine advertising. Celebrities and popular slogans are used as well to promote their products better. Competitor’s Situation External conditions which could do damage to the business's performance. Through critics and huge debate, Dove shampoo has been classified as a very cheap method for good hair maintenance and beauty driven product. Their soap, which is very similar to other regular soap comes in white and pink, with their logo imprinted into the middle. Place Segmenting products according to population is one of Unilever advantage over their competitors. With over 130 years of experience, Unilever is able to know what products and populations’ best corresponds to each other. Health conscious products demand Increase production volumes Emerging new markets Threats: If the government introduces any sort of law for tax or it introduce new limits for production because the product is harmful for human use or natural environment Products of the company Unilever has forecasted a strong growth of consumers in the coming year with an estimated increase of 1 billion customers. Assumptions will be based nearest to the activity of the current year and last year combined to give an overall picture of future growth or loss depending on market activities. Company needs to focus on how to become environment friendly. It needs to focus on its environmental friendly products. Unilever can concentrate to increase production volumes and they can try to increase their availability in the market. By increasing production volumes and availability it is possible to achieve high demands of products. MARKET SITUATION (PEST): Changing life styles Unilever N.V and Unilever PLC comprise of Unilever group and both companies have the same directors. In Unilever PLC, their products consist of food, personal care products and other household products that are trusted by customers globally. The chances of Global competition are growing. New companies are coming with innovation. Unilever will position their products in almost every shelve there is so that they can cover a higher percentage of the overall market. Nowaday's new markets are emerging company can expand their business to cover these markets. Like Russia, Iran, Iraq and Afghanistan. Economic downturn Environmental effects SWOT Analysis: As Unilever operates in more than 100 countries and there are lots of substitute products available in the local market. Because of product quality and extensive R&D company charge higher prices for its products but the local products are much cheaper. Now people are more aware about innovations because of the media.
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