Unilever

Introduction – Unilever is a multinational consumer goods company operating over 190

countries with more than 400 brands. It’s headquarter is in London, England. The company was
founded on 2 September 1929, by the merger of the Dutch margarine producer Margarine
Unite and the British soapmaker Lever Brothers. Unilever has a huge variety of products
including food, cleaning agents, wellbeing, ice cream, water and air purifiers, beauty products,
personal acre products etc. [CITATION Our \l 1033 ]

Unilever is devided into three main divisions. They are - Foods and Refreshments, Home Care,
Beauty and Personal Care. It has research and development facilities in different countries all
around the world like China, India, Netherlands, United Kingdom and United States. The
current Unilever corporate logo was introduced in 2004 and was designed by Wolff Olins, a
brand consultancy agency. The 'U' shape is made up of 25 distinct symbols, each icon
representing one of the company's sub-brands or its corporate value. The brand identity was
developed around the idea of adding vitality to life. Some of Unilever’s most popular brand are
Lux, Dove, Tresemme, Lifebuoy, Lipton, Knorr, Axe, Magnum etc. Over the past years Unilever
has established itself as one of the most trusted and loved brands by the consumers. In India,
Bangladesh, Pakistan Unilever is among the top brands that are easily available and have huge
demand in the market. [ CITATION Our \l 1033 ]

Topic 1. Market Intelligence – Unilever uses Market Information System to collect information
and data as well as it helps the management to take appropriate decision for the betterment of
the brand.

Topic 2. Research Plan – Unilever considers it’s research and development division as
investment. They have established many successful and popular brand worldwide throughout
the years with their constructive and powerful market research.

Topic 3. Data Collection Method – Unilever collects it’s data through different sources like,
store audit, retail data, existing market analysis, public review or statement, building
relationship etc.

Topic 1 - Market segmentation of Unilever

Geographic Segmentation – Unilever segments it’s market like most FMCG does. For instance –

1. Location - Unilever divides the target market into continents, countries

and cities. That’s why in European and American countries Unilever
products are sold in various types but only basic varieties are available in
the under developed countries.[ CITATION Man20 \l 1033 ]
 2. Density – Unilever segments its market based on rural, metro and urban
areas.
3. Climate – Based on weather like hot, cold or humid Unilever segments
the market. [ CITATION Man20 \l 1033 ]

Demographic Segmentation -

1) Age – Unilever segments it’s market based on different age groups

like young target customers and older generation customers.
[ CITATION Man20 \l 1033 ]
2) Income – Market is segment based on upper class, middle class and
lower class.[ CITATION Man20 \l 1033 ]

Psychographic Segmentation – Similar to other FMCG organizations Unilever also does

segmentation based on people from different lifestyles.[ CITATION Man20 \l 1033 ]

Topic 2. Behavioral Variable on Segmentation – How Unilever divides it’s market based on
different behavior and knowledge toward the consumer products. For example –

1. Status of the users

2. Rate of usage
3. Loyalty status[ CITATION Man20 \l 1033 ]

Topic 3. Effective Segmentation Criteria for Target Market –

1. Identifiable
2. Accessible
3. Differentiable

Topic 1. Brand Dynamics Pyramid – It has five different levels that define how much strong the
brand is. The levels are Presence, Relevance, Performance, Advantage, Bonding. For instance,
Lux which is one of the most popular products of Unilever worldwide maintains all the levels of
the pyramid.

Topic 2. Brand Positioning – Unilever has established its brand as one of the most trusted,
widely used and has variety of choices for different group of consumers. For example, Dove
defines beauty as glow and softness of the face.

Topic 3. Means of Differentiation – there are four factors that differentiates a product from
another. They are design of the product, marketing strategy, packaging and the pricing strategy
of the product. For example, Unilever follows different types of strategies for Lux and Dove
sopad even though they fall under the same product line.[ CITATION Hit18 \l 1033 ]
Topic 1. Three Perceptual Process – How a consumer identifies, organizes and interprets a
product or a brand.

1. Unilever is perceived by consumers as a brand that offers a wide range of products to

groups of people.
2. It is widely available and also has good acceptancy among the consumers. For example,
Lux is common household item in India, Bangladesh region.

Topic 2. Buying Decision Process - The five steps of buying decision process are

1. need recognition,
2. information search,
3. evaluation of alternatives,
4. purchase and
5. post purchase behavior. For example, Unilever has different types of Detergent powder
that has different value and need to different group of people which trigger them to
purchase from this brand.
References
Bhasin, H. (2018). Marketing Strategy of Dove. Strategic MArketing Article.

Our History & Archives: Uniliver. (n.d.). Retrieved from Uniliver: https://www.unilever.com/our-
company/our-history-and-archives/

Reza, M. H. (2020). Marketing Strategy and Sustainable Plan of Unilever. nternational Journal of
Scientific Research and Engineering Development-.