The Way of PT Unilever Indonesia Tbk Makes Long - Term Loyalty Relationship

A. Introduction

PT Unilever Indonesia Tbk (IDX: UNVR) is an Indonesian company which is a

subsidiary of Unilever. This company was previously named Lever Zeepfabrieken N.V. As we
know, PT. Unilever Indonesia is a multinational company that manufactures consumer goods
in fulfilling daily nutritional, health and personal care needs with products that make users feel
comfortable, look good and enjoy life more. PT Unilever Indonesia is engaged in the
production of soap, detergent, margarine, vegetable oil and foods made from milk, ice cream,
food and drinks from tea and cosmetic products.

B. Unilever Business Principles

Unilever's Business Principles are the standard of behavior for all Unilever employees
throughout the world. The company is committed to continuously improving the way they work
to achieve long-term goals in developing environmentally friendly businesses.
Commitment in this business principle becomes a reference in partnership with decision
makers, addressing social and environmental challenges and contributing to environmentally
sound development.

C. PT Unilever Indonesia's Strategy in Maintaining Long-Term Customer Loyalty

PT Unilever runs Integrated Market Communication (IMC). This strategy is the

company's effort to integrate and coordinate all communication channels to convey its message
clearly, consistently and strongly influence the organizations of its products.

1. Product Differentiation

Unilever products continue to introduce the latest packaging while maintaining the
quality of its products. Whether it's glass bottles, sachets, small bottles and many more.
Unilever offers a variety of product lines such as soap, detergent, margarine, vegetable oil and
foods made from milk, ice cream, food and drinks from tea and cosmetic products.

2. Focusing on Market Opportunities

Unilever products use customer information systems that are different from others,
products enter the market by promoting their goods by plunging directly into the community
with real proof of quality, for example by holding competitions to the public. Comparison
between Unilever products and products - other competing products.
3. Strengthen Familiarity with Customers and Suppliers
Use information systems to facilitate direct access from suppliers to production
schedules. And even allows suppliers to decide how and when to send supplies to suppliers. In
addition, Unilever also conducts question and answer to consumers and makes a consumer
voice where consumers complain.
In PT Unilever Indonesia, the most promotion is done through electronic media. But in
daily life promotions carried out by PT. Unilever Indonesia not only through electronic media
but many also through print media, sponsorships, holding events that include products from
PT. Unilever such as Pepsodent, shampoo, detergent, cosmetic, even Walls as ice cream brand,
etc. Because if the promotion is carried out only through electronic media, PT. Unilever
Indonesia does not get optimal benefits. Society in Indonesia consists of various groups and
diverse social levels. If the company cannot touch the hearts of the people of all circles, the
company cannot develop rapidly. The meaning of advertising offered by companies must also
be understood by various groups, because advertising is one way of promotion that can be done
by companies in order to obtain optimal benefits.
Apart from electronic advertising, the marketing process conducted by Unilever also
uses various methods, including various marketing programs that can attract the attention of
customers. The free shopping coupon for Unilever products is one of the ways of promotion
conducted by Unilever, in addition to the discounts provided, it also attracts the attention of
customers from the middle to lower classes.
Large-scale marketing like this is only one of a variety of promotional programs
conducted by Unilever, direct inter-personal promotions to customers are also carried out by
Unilever by providing special benefits to loyal customers of Unilever products. With this
marketing program it is hoped that Unilever can cover a wide market share in the Indonesian
consumer market.

D. The key to Unilever Indonesia's success in maintaining customer loyalty and being
able to become a market leader in the consumer good industry is as follows:
1. Become Passionate with Vitality
Vitality is at the core of all Unilever activities. Vitality is found in Unilever's products,
employees and values. Vitality has a different meaning for each person. Some think of it as
energy, others think of it more broadly as a healthy body and mind condition - feel a meaningful
life. However they define it, millions of people around the world use Unilever products every
day to enhance the vitality of their lives - either by feeling confident in themselves because
they have shiny hair and bright smiles, have a home that remains fresh and clean, or by enjoying
a cup delicious tea, satisfying food and healthy snacks.
Vitality means what must be maintained: Unilever's values, what makes Unilever
different, and how Unilever contributes to society. Vitality is a joint bond that connects
Unilever products and is the core of Unilever that is second to none to operate worldwide.
2. Health and Nutrition
Unilever's vitality mission requires Unilever to grow its business by addressing health
and nutrition issues. Unilever focuses its attention on a number of priorities which include child
and family nutrition, heart health and weight control.
3. Culture
Unilever culture also portrays vitality. Adding vitality to life requires the highest
standards of behavior towards everyone associated with Unilever; the people Unilever touches
and the environment affected by Unilever.

E. Conclusion
The role of the brand is no longer just as a name or as a differentiator with competing
products, but has become a determining factor to be a "trend setter" in the industrial field. Many
companies are successful because they have a brand reputation, so they can open distribution
in other cities and even other countries by attracting target customers through the strengths of
the brand they have. A brand that has achieved high equity is a valuable asset for the company.
Therefore, maintaining and increasing brand equity is not an easy job, because what is
faced is customer expectations. Consumers will feel "familiar" with brand names that first enter
the market, even though brands that enter later perform better. This will lead to greater loyalty
to the first brands and manufacturers.
Customer loyalty is the key to success not only in the short term but sustainable
competitive advantage. Examples such as the Lux brand beauty soap, which is the first beauty
soap to enter the market in Indonesia. Lux brand beauty soap is expanding its bath soap
products, which are not only bath soap in the form of solid bars but also in the form of liquid
bath soap.
References

Vendriandinata. (2013, October). Strategi Pemasaran Produk PT. Unilever Indonesia Tbk.
Retrieved from https://vendriandinata.blogspot.com/2013/10/strategi-pemasaran-
semua-produk-pt.html

Icha. (2011,April). Strategi Teknologi PT. Unilever Indonesia Tbk. Retrieved from
http://strategik-icha.blogspot.com/2011/04/strategi-teknologi-pt-unilever.html
 Creating Long Term Loyalty Relationship
Case Study : The Way of PT Unilever Indonesia Tbk Makes Long - Term Loyalty
Relationship

Marketing for Southeast Asia

In order to fulfil the Assigment given by

Yulia Hendri Yeni, SE, MT

Created by:
Aisah Anugerah Qadri 1920522064
Donal Anry Jaya Sinurat 1920522065
Anjaka Ray Gucchi 1920522030

Magister Management
Faculty of Economic
Andalas University
2019