ASSIGNMENT 4 PS 25-01-2023

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Nov 24, 2024

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Assignment 1 4 Ps of Marketing Student name: Student id:

Introduction Hindustan Unilever Limited (HUL), is the largest manufacturer of fast-moving consumer goods, that is expanding internationally. Furthermore, with sales in more than 190 countries, Unilever, one of the top suppliers of food, home care, personal care, and refreshment goods, owns HUL. In this report, the 4 P’s of marketing are discussed for beauty products. The organization chosen is Unilever. The main product is soap, a type of skin care product. In addition to producing quality skin care products, Unilever is also a large producer of soap globally. Four P’s of Marketing Product The specific goods area is where Unilever provides its services. Over the years, Unilever has expanded its consumer goods business, resulting in over 400 brands today. The marketing mix describes the company's products, collectively referred to as the product mix. In addition to the products listed below, Unilever offers products in the following categories:  Food products  Beauty, and personal care products  Beverages

 Home care products  Supplements [ CITATION Uni22 \l 16393 ] As part of its successful integration of products across different categories, Unilever provides shampoos, post-shave products, and other personal care products. A wide range of fabric products is available, as well as detergents and other household products. Products for feminine care and baby care, including diapers and other related items, are also available. With a wide range of products and operating successfully in all segments, the company has expanded its overall business. As a result, Unilever can form a simpler and more streamlined organization. It is Unilever's soap, however, that I was looking for. Having excellent quality and wide availability has made soap a very popular household necessity. Place In addition to providing its services globally, Unilever is a global company. With a global presence, the company's strategy is shaped according to the specific market in which it operates. In the market for consumer goods, Unilever's global operations are an indication of its extensive reach. In this section of the marketing mix, the company identifies the venues or places where it transacts with customers or target consumers. To distribute its soap and other products, Unilever uses the following locations:

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1. Retailers (primary) 2. Kiosks 3. Stores Unilever's products are primarily distributed through retailers. Walmart, for instance, distributes these consumer goods among the biggest retailers. As part of its selling strategy, Unilever occasionally uses kiosks to introduce products directly to customers. These kiosks are used by the company to promote a limited selection of products in collaboration with retailers. Some Unilever products are also available through stores, such as those of its subsidiary Ben & Jerry's. The product development-intensive growth strategy of Unilever coincides with this section of the marketing mix. Furthermore, Unilever sells its products online on websites like Amazon and other collaborative websites. To sell its overall goods, Unilever depends mainly on retailers. Promotion As global consumer goods markets are highly competitive, Unilever needs to promote its products. The marketing mix outlines a company's approach to promoting its products to target consumers. Following is a list of the most significant promotional tactics used by Unilever:  Advertising (primary)  Sales Promotion  Public Relations  Personal Selling  Direct Marketing To promote Unilever's products, advertising is the most effective method. Television and online media are used to promote many of the company's brands. In addition to discounts and product bundles, the firm sometimes offers sales promotions. A discount is sometimes offered on Dove soap bars when purchased in bundles of three. Soap is advertised through a variety of channels including television, newspapers, and social media. Furthermore, in terms of advertising, soap is known for creating very intuitive ads[ CITATION Man20 \l 16393 ]. Moreover providing discounts such as 20% or 50% on bulk purchases is also a Promotion Strategy of Unilever.

Additionally, to promote and advertise its soap products, Unilever employs a variety of tactics. Unilever spends over 7 billion euros a year on promotional activities, according to studies[ CITATION Joe20 \l 16393 ]. As evidenced by its expenditure of 1.36 billion US dollars alone in the USA in 2017, it is a leading TV advertiser there. Only the Dove brand was advertised for 168 million US dollars in the same year. The advertising efforts of Unilever are massive, but they are also costly [CITATION Dan17 \l 16393 ]. Prices Due to the company's wide variety of products, Unilever offers a wide range of price points. This section of the marketing mix determines prices and corresponding pricing strategies. Unilever's soap products generally follow the following pricing strategies:  Market-Oriented Pricing Strategy  Premium Pricing Strategy  Product Bundle Pricing Strategy Consumer goods market factors are used to set price points in the market-oriented pricing strategy. Unilever, for instance, determines its prices based on the prices of its competitors. On

the other hand, the premium pricing strategy is a strategy in which higher prices are charged by companies as compared to their competitors. Unilever, for instance, applies moderately high prices to products like Dove, which are of premium quality. There are also times when the company offers its products in bundles at a discount. Depending on Unilever's consumer goods and target markets, this section of its marketing mix consists of a variety of strategies[CITATION Dan17 \l 16393 ]. As a general rule, Unilever uses market-oriented pricing strategies for its soap products in different markets around the world. Unilever is successfully generating huge revenues from the same markets by having different pricing according to the different markets and people's needs[ CITATION Rab16 \l 16393 ]. Distribution Strategy of Unilever In addition to pursuing an intensive distribution strategy, Unilever also deals with a variety of distribution channels, which is costly and sometimes challenging at the same time. As well as launching a distribution channel for small businesses across the world, the company is developing a digital distribution platform. Moreover, the company also provides affordable cleaning products to small and medium-sized operators such as hotels and restaurants. In addition, the company plans to launch a digital distribution channel, https://unilever- professional.com/, which will serve small business operators across the country [CITATION Arn22 \l 16393 ]. Conclusion and Recommendation As a result, it can be concluded that Unilever has a wide marketing reach for its skin care products such as soap. Furthermore, they use the 4 P's of marketing to appeal to their customers and continue their global expansion. The online presence of the company is really impressive. Unilever has used the four pillars of marketing in a way that leads to overall success. However, product innovation could be a significant opportunity to boost business performance for the company. However, for product innovation, the company should use its strengths, such as economies of scale, as a tool to safeguard against competition and imitation.

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References Alhawsawi, R., 2016. Marketing Mix in FMCG’s leading Companies: Four Ps Analysis. International Journal of Scientific & Engineering Research, 7(2), pp. 1-4. David, J., 2020. Marketing mix of Unilever (4Ps of Unilever). [Online] Available at: https://www.howandwhat.net/marketing-mix-unilever/ Dutta, A., 2022. Unilever Professional launches digital distribution network in India. [Online] Available at: https://www.businesstoday.in/business/story/unilever-professional-launches- digital-distribution-network-in-india-344972-2022-08-18 [Accessed 18 Aug 2022]. Kissinger, D., 2017. Unilever’s Marketing Mix (4Ps) Analysis. [Online] Available at: https://panmore.com/unilever-marketing-mix-4ps-analysis [Accessed 1 Feb 2017]. Reza, M. H., 2020. Marketing Strategy and Sustainable Plan of Unilever. International Journal of Scientific Research and Engineering Development, 3(4), pp. 1-14. Unilever, 2022. Unilever Brands. [Online] Available at: https://www.pakpedia.pk/unilever-brands-products-price-headquarter/ [Accessed 4 Jan 2022].

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