Unilever Global Marketing Analysis

TABLE OF CONTENTS

Unilever Company Profile 4

1.0 Introduction 8

1.2 Marketing Management for Unilever 8

1.3 Products of the Organization 8

1.4 Marketing Concepts at Unilever Global 9

2.0 Competitor Analysis for Unilever 11

2.1 Porters Generic Competitive Strategies 11

2.2 BCG Matrix for Unilever Products 14

2.3 Unilever Ansoff’s Matrix 17

2.4 Unilever’s Sustainable Competitive Advantage 19

3.0 Gathering Information and Environmental Analysis 21

3.1 Environmental Scanning 21

3.2 Unilever’s SWOT Analysis 24

4.0 Consumer Behavior 26

4.1 Factors Influencing Consumer Behavior 27

4.2 Types of Buying Behaviors 33

4.4 The Consumer Buying Process 35

5.0 Market Segmentation, Targeting and Position (STP) 35

5.1 Segmentation 35

5.2 Target Markets 36

5.3 Positioning 38

6.0 Product Decisions 38

6.1 Analysis of Unilever’s Products using Kotler’s 5 Levels of Products and Service 38

6.2 Types of Products Offered by Unilever 39

6.3 Product Strategy Adopted by Unilever 40

6.4 Branding Strategy for Unilever 41

6.5 Analysis of Unilever’s products Based on the Brand Personality Dimensions 41

6.6 Analysis of Unilever’s Product Life Cycles 42

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7.0 Pricing Decisions 45

7.1 Unilever’s pricing Objectives 47

7.2 Unilever’s pricing Methods 47

7.3 Unilever’s pricing Strategy 47

8.0 Distribution Decisions 48

8.1 Unilever’s Market Channels 49

8.2 Unilever’s Distribution Channels 49

9.0 Integrated Marketing Communication 50

9.2 Main Channels of Communication in the IMC Strategy 50

9.3 Determination of Unilever’s Promotional Budget 52

9.4 Evaluation of Unilever’s IMC Strategy 52

10.0 Conclusions and Recommendations 52

10.1 Recommendations for Improvements 52

10.2 Recommendations for Future Considerations 53

11.0 References 54

Unilever Company Profile

Unilever was founded in 1929, as a result of a merger between a Dutch margarine producer y the name Margarine Unie and a British soap maker Lever...