Unilever ghana pdf

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This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information. Marketing budgeting and investment was highest in In the investment was As most of the Unilever target consumers are from upper middle to low income status the price range of most products stays under low to mid-price range.

For Unilever to become more successful are: focus e-commerce for Omni-channel efficiency, increase focus on digital marketing and social media, should focus to create separate brands to enter into the premium personal care products Eco friendly product packaging, diversify its business to other segments. Table of Content Content Page No 1. Effective marketing management will use a company's resources to increase its customer base, improve customer opinions of the company's products and services and increase the company's perceived value.

Marketing management is very critical to understanding, creating and building demand. The marketers are responsible to identify where consumers are and where they are going so Unilever can involve with them where they are witnessing and engaging with different brands. With major growth in developing and emerging markets, increasing consumer interest in sustainability and the dawn of the digital revolution, the challenge for marketing management is to identify trends, pattern in consumer behavior, and opportunities to innovation to reach the consumers in real time and remain the brands stand out.

They have ambitious plans for sustainable growth and an intense sense of social purpose. The heritage of Unilever - good governance, product quality and long experience of working with communities help them to achieve it. Unilever has 3 tools for attaining sustainable living.

They are- cost leverage and efficiency, innovation and marketing investment and profitable volume growth. Following is the business plan of Unilever. Diagram 1. Through its well- established distribution network in both the traditional and modern retail outlets and with a good ability to adapt successful global brand concepts to suit local markets, Unilever is in a good position to be able to capitalize on the growth forecast in these regions.

The goal of Unilever is to double the size of its business with personal and home care, food and refreshment sector by better sales through strong brand preference so that it can achieve its sustainable living plan. It is the way of monitoring the external and internal marketing environment. Recognised global brand by all the consumers 1. Less direct connection with 2.

Strong brand portfolio in different customers segments 2. Difficulty in managing almost 3. Strong supply chain to low lead time and brands cost 3. Absence in the premium markets 4. Economies of scale decreasing cost 4.

Slow sales growth in emerging 5. Excellent management and human 5. Fall in revenues Resource Opportunities Threats 1. Strong competition from local and 1.

Increasing need for healthy products MNCs creating demand 2. Competition in getting store space 2. Developing markets are expected to grow increasing 3. Personal Care segment may become more 3. Tougher Business Climate customized 4. Complex Organisational Structure 4. Product for aging population may see 5. Niche brands gaining favour increase in demand 6. Political Economics 1. Comply with any restrictions imposed on 1. Economic downturn or slowdown usage of user content decreasing sales 2.

Disclose in Unilever application through a 2. Inflation increasing COGS privacy policy 3. Exchange rate fluctuation causes risk 3. New Tax or tariff imposed by local of low profitability governments 4.

Higher rate of interest for future debt 4. Political instability effect business Social Technological 1.

Technological advancement increasing 1. Population growth increases demand sales 2. Improving health and well-being 2. Change in technology making current 3. Upgrade to new technology requiring 4. Change of perception of beauty and money nutrition 4. Better cost efficiency Environmental Legal 1. Not allowing the exclusive of certain 1. Production of Unilever may cause warranties, limitation of liability for environmental damage incidental damage.

Climate change may have inverse impact 2. To the maximum extent permitted by on tea production applicable law 3. Polluted water may increase demand for 3.

Tougher business rules Pureit 4. Trade Union causing inefficiency 4. Price increase by suppliers 2. Creating false scarcity 3. Complexity in supply chain 4. Substitute product by 1. Increasing of switching new entrants possibility 2. Cost advantage by new Rivalry 2. Price competition results entrants in decreasing price 3. Higher competition 3. Decreasing sales 4. Unilever losing core 4. Competition in mind adventure positioning 5.

Low exit barriers 1. Consumers preferring 2. More industry growth better quality products 3. Different product 2. Customer more offerings knowledgeable now 4. Competition for store 3. Customer preferring space new buying method 5.

Difficulty in creating 4. Unilever follows 3 key peelers for its marketing strategy. They are- Diagram 6. Indispensable brands: The goal of Unilever is to build brands that people cannot live without. Brands of Unilever are with a clear purpose, with a clear point of view. Magical experiences: Unlocking the emotion, sharing in those magical brand experiences across the whole path to purchase, across the whole consumer journey is the process by which Unilever builds brands.

With so many different products and so many different brands touching so many different markets, it would be easy for each one to have their own distinct culture and marketing, with little overlap in-between. And the HR of Unilever plays a big part of it. Unilever has a really simple philosophy: when you bring people and brands together under the banner of purpose, ordinary people can achieve some extraordinary things.

The market segmentation can be done by 4 areas- 1. Geographic 2. Demographic 3. Psychographic 4. Behavioral Diagram: 8. The price varies depending on the type of products. Unilever uses almost all the promotional tools available to marketers. The products of Unilever are found over countries. Unilever has over employees all over the world with large network of retailers and distributors. Most Unilever products come in plastic pack or bottles. They can be purchased in retail store, shopping mall, online etc.

The customers of Unilever are of different ages. The personal and home care segment has age group of , income of medium to high. The cost of the products of Unilever includes production, packaging, marketing, distribution etc. Unilever uses various communication mediums and also explore and considers new mediums though which communication with customers can be made.

The customers of unilever purchases products from retail stores, super shop, online shops etc. This can be achieved by improving processes, products, services, and the culture in which they work by all the members of the organization. It takes into account all quality measures taken at all levels and involving all company employees. Unilever uses the three words together as a phrase Total Quality Management has the following meanings- Total - involving the whole company, Quality - with all its complexities has to be defined Management - the structure of managing the process by following some steps like Planning, Organizing, Controlling, Leading, Staffing.

In Unilever TQM requires a new process thinking mindset. They realize that everything they do is part of a process. Their focus shifts from managing outcomes to managing and improving processes; from what to do to how to do the processes better. Quality performance expands to include how well each part of the process works and the relationship of each part to the process.

Also, process improvement focuses on continuously achieving the greatest potential benefit for their customers. Followings are the main factors which influences and ensures Total Quality Management in Unilever. Executive Management: Their Top management acts as the main driver for TQM and creates an environment that ensures its success.

Training: Employees of Unilever receive regular training on the methods and concepts of quality. Customer Focus: Their improvements in quality that increase customer satisfaction. Decision Making: Their quality decisions are made based on measurements. Methodology and Tools: They use appropriate methodology and tools ensure that non-conformances are identified, measured and responded to consistently.

Continuous Improving: Unilever continuously works towards improving manufacturing and quality procedures. Company Culture: The culture of the Unilever aim at developing employees ability to work together to improve quality.

Employee Involvement: Employees of Unilever are encouraged to be pro- active in identifying and addressing quality related problems. Unilever is a worldwide well-known brand by everybody. This is because Unilever maintains a strict rules and use of its logo and other symbols, patterns etc.

All the brands of Unilever has separate branding strategy but each has Unilever logo, design, ideology and message. Logo: Unilever is committed to making sustainable living commonplace and their logo is a visual expression of that commitment. Each icon has a rich meaning at its core, and represents some aspect of our effort to make sustainable living commonplace. It has 25 icons, each of which represents something important to Unilever. From a lock of hair symbolizing our shampoo brands to a spoon, an ice cream, a jar, a tea leaf, a hand and much more, the little icons all have a meaning.

Brands of Unilever Unilever has around brands operating in different parts of the world.