Unilever Case Study

Understanding consumer behaviour is essential to succeed in business. As Solomon et al. (2013) stresses, businesses exist to satisfy consumer’s needs. By identifying and understanding the factors that influences their customers, firms have the opportunity to develop a more efficient strategy, marketing message and advertising campaigns that is more in line with the needs and ways of thinking of their target consumers (Perreau, 2015).

Unilever believes in the sustainable growth and use of renewable sources of energy. It is also very watchful of employee health and has managed to bring down its accidental rate by a high margin. Unilever’s vision includes a better way for living for its consumers and better use of the products that they use. It maintains a high standard of its products by following stringent standards which helps in maintaining consumer satisfaction. Over the years, after working for different social projects like Water conservation and Food for all, it has grown its image as a socially aware and responsible

This report aims to analyse the financial position of Unilever PLC within its daily operating activities and it also compares the company’s performance with its key competitor, the Proctor and Gamble Company (P&G). The report also includes background of both the companies and an industry overview. To better understand the performance of both the companies, the segmental analyses have been done for both region and products. Due to the global crisis, Unilever and P&G both are facing price rise and inflation pressures, also instability in the Eurozone. All these factors are strongly impacting their operation activity and long-term growth decision plan. Finally After a careful examination of the financial ratios of both the companies, we recommend Unilever as a good company to invest as compared to P&G .The reasons for the following can be seen in the report below.

Unilever currently has three manufacturing plants in South Africa, located in Durban, Pietermaritzburg and Johannesburg. The factories manufacture a range of personal care and food products, such as ice cream, tea, and margarine spread. The country’s logistic infrastructure and ports are very well developed; in fact, 98% of its imports come in through port terminals. The roads in

They had accessed how clients were introduced to the company. Their findings made it apparent that most popular method of brand introduction stemmed from mobile devices. Therefore, the company has budgeted an excessive amount to its media spends. UBS is also using the marketing strategy of Advertising/Promotion. Thru multiple streams of digital marketing, the company is increasing new awareness about their services.

The main target market for the company is people of 15 and over years of the age, who represent healthy and luxurious lifestyle, and appreciate high quality product. Such people are mostly representatives of business who loves take care of their health and body: regular work out in gym, yoga, SPA, aroma therapies etc. Those people demonstrate elegant style in everything, starting from a coffee what they drink and finishing a shampoo or hand lotion what they use. Bright example of such group of customers can be those who prefer Starbucks coffee to Tim Horton’s one.

Kerstin Dunleavy, brand manager for Unilever’s Dove line, needs to create a marketing plan to roll out the second phase of the successful re-launch and bring it to the next level. Unilever needs to keep a close eye on the competition that may try to imitate Dove’s success by creating similar campaigns and ensure they set themselves apart from these companies.

Abstract. This paper focuses on leadership competencies in multinational companies. It displays culture-contingent nature of effective leadership and reviews the lessons learned from Global Leadership and Organizational Behavior Effectiveness (GLOBE) research that are applicable to the multinational companies. The authors analyze Unilever’s

Hindustan Unilever Limited which has a heritage of over 80 years of corporate existence in India is one of the largest Fast Moving Consumer Goods Company in India. It has a rich history, with a belief in values and an eye on growth. This approach has helped its business grow. They build their brands and develop products based on the customer insights, innovation and relentless marketing and design. The company is committed to reduce the environmental footprint and increase its positive social impact making sustainable living a commonplace.

The shared thoughts and beliefs of the customers influence the business operations. The culture, life style, norms and values force Nestle to deliver the specific product to the right segment. Nestle so far has considered the social perspective well. The company has well understood the concept that consumers changing attitude has immense importance.

Unilever is the corporation that produces wide variety of products such as Axe deodorant, Vaseline, Surf detergent, and Lipton tea, among many other products used every day.

Identify the key actors and factors in a company¡¦s marketing environment that affects its ability to serve its target customers effectively?

This helps product development as internal chefs can freely do experiments and explore new food solutions

Promotions in the marketing mix of Dove: Dove has strong brand awareness in the consumer market because of Dove’s branding and advertising. Marketing policies are the reason why Dove gets success. Campaigns and advertisement improve the brand image and build a positive impact on consumers’ minds (Bhasin, 2016). Dove’s advertisements are aired on various channels of television and radio. Dove has advertisements in newspaper, magazine, and billboards as well. Dove used an unusual promotional strategy for the products. Dove decided to use the ordinary women who look extraordinary after using Dove products in the advertisement rather than celebrity. Dove created a good customer base with the “Real Beauty” that the context about confidence in the advertisement (Bhasin, 2016).

Unilever is operating in a highly competitive and volatile environment. Current economic crisis have made it difficult for many businesses to operate with profitability. Legal requirements, technical changes, and change in the habits of the customers have created problems for businesses. Companies, including us, have to be updated, and continuous R&D is the key solution to many of our problems. An attractive business is one with higher margins and low competitions. Therefore, if the environment where we operate is with higher level of competition and low level of profit margins, our best strategy is to keep customers satisfied and loyal, continuous R&D, cost control, and responsive to our competitors.