Green University of Bangladesh

Course Name: Principle of Marketing

Course Code: BUS-201

Assignment On: Marketing STP ,Marketing MIX of Unilever

Submitted to
Rumana Ferdouse
Assistant Professor
Green University of Bangladesh
Name ID Signature

Ropuk Kumar Paul 213006024

Khandakar Ifteda 213006035

Alam Roza
Mohammad 213006048
Maskur Rahman

Submitted By
 Shohagee Khatun 213006008

UNILEVER

Unilever plc is a British multinational consumer goods company with

headquarters in London. Unilever products include food, condiments,
ice cream, cleaning agents, beauty products, and personal care.
Unilever is the largest producer of soap in the world[3] and its
products are available in around 190 countries. It has research and
development facilities in China, India, the Netherlands, the United
Kingdom, and the United States. In 2004, Unilever Bangladesh,
which was established in 1964 changed its former name Lever
Brothers Bangladesh Ltd to its present name in December 2004, is
owned 60.4% by Unilever and 39.6% by the Government of
Bangladesh. In 2007, Unilever partnered with Rainforest Alliance to
sustainably source all its tea.

Unilever Marketing Segmentation, Targeting,

Differentiation, Positioning
Marketing Segmentation-
The requirements, wants, and demands of consumers in the personal and
household products sector vary, as do their resources, locations, access
to technology, cultural preferences, attitudes toward purchases, and how
they intend to utilize the goods and services. Through the process of
market segmentation, Unilever decides to divide the whole market into
smaller segments and groups that have comparable characteristics,
purchasing patterns, socioeconomic backgrounds, etc. This is done to
more effectively and efficiently connect with the target audience of
consumers.
Geographic segmentation
The term "geographical segmentation" refers to the process of breaking
down the overall market into different geographic units, such as states,
countries, trading blocks, cities, and neighborhoods. Due to the diverse
cultures, preferences, and administrative systems of the prospective
clients, geographic segmentation is extremely effective for Unilever in
the foreign markets. Second, it is wise to undertake regional
segmentation if the cost of transportation is a crucial cost in the delivery
of the value proposition because the costs of providing clients in various
places would vary greatly.
Demographic Segmentation
Based on factors such as gender, income, occupation, age, life cycle
stage, ethnicity, religion, and generation, demographic segmentation
divides the mass market into smaller segments and groupings. Unilever's
products offer a higher value proposition, thus it should divide the
consumer base into groups according to two primary demographic
factors: potential customer income and life cycle stage. PRIZM is one of
the frameworks for demographic segmentation that is most frequently
utilized in the United States by different marketers.

Psychographic Segmentation

Psychographic variables are used in marketing to describe interests,

behaviors, and opinions that are lifestyle-oriented. Unilever can utilize
psychographic segmentation to separate potential customers into various
groups based on personality traits, purchasing habits, consumption
preferences, and social issue opinions. hobbies, pastimes, and numerous
more aspects. People in the same demography can have a variety of
psychographic traits depending on their particular life experiences and
upbringing, making psychographic segmentations effective. To do
consumer psychographic analysis, one of the most used frameworks for
customer behavior is -
The adult population of America is divided into eight separate subgroups
using the segmentation technique known as VALS: innovators, thinkers,
achievers, experiencers, believers, strugglers, makers, and survivors.

Segmentation/Base Segmentation -
Based on their views, product knowledge, product uses, and other
responses to a product, buyers are divided into groups by behavioral
segmentation. A lot of marketing professionals think that behavioural
factors are a smart place to start when creating consumer segments. For
any service, for instance: Freemium design To reach those people
successfully and efficiently, choose channels for both distribution and
promotion. To reach those people successfully and efficiently, choose
channels for both distribution and promotion.

Target Marketing-

Every individual consumer in the marketplace, from young children to

the elderly, is targeted by Unilever products. One of their five goods is
probably certainly a Unilever product. Unilever has accomplished this
by making investments in a variety of goods, including personal care
items, snacks and beverages and cleaning supplies. Their primary goal is
to provide for people's essential requirements while assisting them in
enjoying life by providing high-quality products. They have also been
effective in encouraging the mature client with their high-quality and
nutritious items. Thus, Unilever has a massive market that caters to
everyone with expenditure. With investments in strategy formulation
and implementation, Unilever's Personal Care, Foods, Home Care, and
Nourishment segments each have a portfolio of brands that seek to
generate cohesive, lucrative, sustainable, and conscientious growth.

Unilever has 13 brands with sales of €1 billion or above and a growing

number of Sustainable Living brands, such as
Axe
Dove
Heart brand
Hellmann’s
Knorr
Lipton
Lux
Magnum
Omo
Rama
Rexona
Sunsilk
Surf.
All of these better control the collection and provide noteworthy social
or environmental advantages. In addition, in 2015, researchers
introduced a Prestige skin care line to Personal Care through an
acquisition and concentrated several of existing Foods brands in a new
Baking, Cooking, and Spreads business.

Globally, Unilever is present in seven out of ten households and has

operations in more than 190 nations. Some geographical areas are very
recent, while others date back more than a century. Despite operating in
several risky and turbulent markets, the company's dimension and scale
enable diversification benefits and long-term yield predictability. Due to
scale, Unilever is able to benefit from worldwide production and
distribution, which offers economies of scale and lowers costs.
Now Unilever has 161 products in their product line.
Beauty and personal care-59 products
Home care- 34

products

Food and refreshment – 68 products

Concentrated Marketing and Positioning

Unilever has a sophisticated marketing mix that takes into account
product variances and regional market peculiarities. A company's
marketing mix, often known as the 4Ps (Product, Place, Promotion, and
Price), is a conglomeration of corporate tactics intended to snag the
target market. The product element and place element are the two most
important components of Unilever's marketing mix. Nevertheless, the
company's profitability is guaranteed by the advertising and pricing
elements. Unilever must maintain a marketing mix that meets
competition and other issues in the international market in its role as a
leading company in the consumer products sector. The possibility of
substituting Unilever's goods with significantly less expensive local
alternatives is one of the biggest threats the company confronts. As a
result, Unilever has had to spend a lot of money on marketing and
advertising to help keep its brands relevant to their client base.
Understanding the nature of one's competitors and using this knowledge
to improve one's offerings in line with the target market are essential for
effective positioning. As a consequence, Unilever invests a lot of money
in marketing initiatives and advertising while also constantly listening to
client feedback. Making sure that items are distinctive enough for
customers to discover value in them is known as competitive
positioning. Pricing, quality, service, packaging, and distribution are the
five main components of repositioning that Unilever has been successful
in meeting.
With a variety of goods and markets, Unilever's marketing mix (4Ps)
necessitates varying price strategies. The corporation takes a
sophisticated approach to its marketing mix given the size of its
consumer products division.

Unilever’s Products Customization

It is now simple to interact with people from other cultures because of

the rapid growth of many modes of transportation and communication in
the modern day. Additionally, major international firms maintain offices
in several states. In these circumstances, the personalization problem has
significant importance. The process of adapting an item to the unique
characteristics of the native customs and psyche is known as
personalization. It implies that a business should research its target
market and consider its key trends. A business should only debut a new
product following creating its advertising firm. It is apparent that large
worldwide corporations place a specific emphasis on personalization.
One such corporation is Unilever. Although it operates all around the
world and seeks new advantages each year, its headquarters are in
Rotterdam and London. Given that Unilever owns more than 400 brands
and conducts business in nearly every nation on earth, it is also possible
to state that product customization is a crucial component of how the
firm runs. Under these circumstances, it is crucial for this business to
consider the demands of customers from several continents. Numerous
businesses provide excellent opportunities for personalization. With the
aid of table, these regions are visible. Although the Unilever Group has a
large number of trademarks, customization is also possible.

There are a number of primary causes. First and foremost, the capacity
to offer particular goods to the market more quickly should be
highlighted as the key benefit of customization. It is futile to disputing
the reality that it takes some time for the intended audience to grasp the
essence of a new offering. However, how this good is offered will
determine how long it takes. A product will not be well-liked in the East,
but rather the opposite, if its advertising business was established in line
with the expectations of Western civilization. Because of this, a smart
customization strategy might result in a reduction in the term.
Additionally, effective personalization can boost consumer loyalty in a
nation where a product will be sold. The problem is that certain items
frequently cause large-scale protests or even clashes because they fail to
take into account cultural quirks. There are a lot of examples in global
commerce that are related to it. Customers will acquire additional
information about the topic, and a corporation will profit. It is apparent
that Unilever likewise engages in this behavior. Every year, large
quantities of money are spent on advertising firms or special events
whose main purpose is to emphasize the unique qualities of a new
product. The following factor, which is among the most crucial for the
overall operation of the business, may best demonstrate the advantages
of customization. The fact is that a company's level of earnings related to
the distribution of this specific product grows when it pays close
attention to the creation of a good's clear and comprehensible image in a
given nation. In other words, a larger degree of income may be
anticipated the better organized the customization is.
This assertion is supported by the work of the Unilever firm. The fact is
that it is one of the most advantageous businesses in the world, with high
income levels and a promising future. The fact that Unilever has several
locations throughout the globe and that each one has a distinctive brand
with a different name or appearance made it feasible, nonetheless . The
advertising industry is also distinct. Nevertheless, even if a significant
sum of money is spent addressing these problems, the company's
revenues rise.

The Omo/Persil "Dirt is Good" ad encourages youngsters to embrace

being filthy as a normal and beneficial aspect of growing up since it
contributes to their learning and development.

The Comfort One Rinse ad educates customers about how much water
they can save by simply using one bucket to rinse their clothing rather
than three.

Global codes of self-regulation

Including all marketing and advertising, Unilever supports the creation
of worldwide self-regulatory norms and implements them throughout the
company.
Unilever has supported the development of broad principles in this field
and their incorporation into advertising and marketing self-regulatory
rules and systems globally by working with industry trade organizations
including the World Federation of Advertisers and the International
Chamber of Commerce.

Marketing mix
As one of the strong and healthy companies in the would with many
successful brands Unilever recognized that its product is commonly used
for food personal care products and cleaning agents. Apart from its large
array of brands and product, Unilever enjoy global popularity because of
innovation. Continuously for the past eight years the brand has
performed consistently and has enjoyed fast two years specially

Several of the 400 brands produced by Unilever are house hold name in
the various corners of the would. Like other FMGC brands. Unilever
also faces the challenges created by economic volatility. The brand has
some critical manufacturing and supply chain strengths that also enable
performance. Globally its products sell is more 190 countries. This is a
discussion of its marketing mix analyzing the four p’s (product, place,
price, promotion)

Product Mix: the product mix of Unilever is a large of brands and

products it makes 400 brands and most of them enjoy very high level of
popularity and brand loyality .The Unilever brands is organized inti four
chief product categories .They are personal care foods homecare and
refreshment .Personal care is the largest category followed by food
homecare and refreshment .Many of these brands have become
household names .The brands that no longer fit with its strategy are
disposed off immediately. 12 of its sustainable living brands showed
30% faster growth than the rest of the business in 2015 and again 49%
faster in 2016 and delivered half of the growth nearly for Unilever

Place Mix: Every company using some specific system for distribution
and sales as Unilever is using both the traditional and modern system
for distribution and sales . The proliferation of the direct to consumer
models had led to fast fragmentation of the traditional models. Its has
well established urban distribution system. However in the urban areas
the big box retaiers and the within market distributors have been
replaced by the new internet based business model like amazon .The
company is spending more to accelerate the digital transformation
meaning higher sales and marketing through the digital channels

Price Mix : The FMGC landscape has grown highly competitive and in
this competitive market it is important that the brands use the right
pricing strategy to remain competitive .Apart from its premium products
Unilever maintains competitive price on the best products .Their pricing
strategy is mainly competitive oriented and it also offers discounts from
time to time to push sales

Promotion Mix: Unilever uses both traditional and digital media for
the promotion of its brand .Its has used the television and print media for
the promotion of its brand .From time to time ,it has kept running
promotional campaigns aimed at building brand recognition .In the past
few years around a quarter of its advertising expense goes to the
digital .This spending is ever higher in the digitally advance markets like
USA or China .However Unilever has always one of the top spenders on
advertising and has used the power of marketing to build brand
recognition and push sales

Recommendation

In my opinion, Unilever company has used the market strategy very well
which we can see through its success. Since its inception the company
has been very well ahead of others in launching any brand or product
and their strategies have been right due to which they have achieved
success much faster than other companies.