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Unilever’s Marketing Mix (4Ps) Search …

Analysis
UPDATED ON FEBRUARY 21, 2017 BY DANIEL KISSINGER S EE M O RE

Alphabetical List of Companies

Unilever implements a complex
marketing mix that considers Business Analysis Topics

product differences and variations

among markets around the world. A RECO M M ENDED

firm’s marketing mix or 4Ps

(Product, Place, Promotion & Price) Unilever’s Vision Statement &
Mission Statement (An Analysis)
Unilever produces Magnum ice cream reflects the combination of
under the Heartbrand product line. business strategies designed to Unilever’s SWOT Analysis &
Unilever’s marketing mix (4Ps) involves
capture the target market. In Recommendations
global distribution of a diverse product
mix promoted mainly through Unilever’s marketing mix, the
Unilever’s Generic Strategy &
advertising and priced based on product element and place element
consumer goods market conditions. Intensive Growth Strategies
are most significant. Still, the
(Photo: Public Domain)
promotion element and price Unilever’s Organizational Structure
element ensure the company’s for Product Innovation
profitability. As a leading firm in the consumer goods industry, Unilever
Procter & Gamble’s Marketing Mix
must maintain a marketing mix that addresses competition and other
(4Ps) Analysis
challenges in the global market.
Unilever’s Five Forces Analysis
(Porter’s Model) &
Recommendations

Unilever’s marketing mix (4Ps) involves a diversity of products and Unilever’s Corporate Social
markets, which dictate differences in pricing. Considering the scale of Responsibility & Stakeholders
its consumer goods business, the company has a complex approach to
its marketing mix. Unilever’s Operations
Management, 10 Decisions &
Productivity
Unilever’s Products (Product Mix)
Unilever’s PESTEL/PESTLE

Unilever expands its consumer goods business through the years, Analysis & Recommendations

resulting in a broadening product mix currently composed of over 400 Nike Inc.’s Marketing Mix
brands. This section of the marketing mix identifies the company’s (4Ps/Product, Place, Promotion,
outputs, collectively known as the product mix. Unilever has a wide Price) – An Analysis
variety of products under the following categories:
Sony Corporation’s Marketing Mix
(4Ps) Analysis
1. Foods
2. Refreshment (beverages and ice cream) Harley-Davidson Marketing Mix
3. Home Care (4Ps) Analysis
4. Personal Care
Procter & Gamble’s Generic
Strategy & Intensive Growth
Strategies

Unilever’s food products include Best Foods mayonnaise and sandwich Procter & Gamble SWOT Analysis
spreads, as well as Knorr stock cubes and sauces. The refreshment & Recommendations
category includes Heartbrand ice creams and Brook Bond teas.
Procter & Gamble Co.’s Mission
Unilever sells products like Surf laundry detergent and Sun dishwasher Statement & Vision Statement: An
detergent under the home care category. The company’s Close-Up Analysis
toothpaste, Vaseline lotion, and Dove soap and shampoo are sold under
the personal care category. These types of products indicate that Tesla, Inc.’s Marketing Mix (4Ps)

Unilever’s marketing mix is already highly diversified. Such Analysis

diversification partly results from the company’s acquisition strategy in Verizon’s Marketing Mix (4Ps)
the consumer goods market through the years. For example, the firm Analysis
acquired Best Foods in 2000. Unilever’s organizational structure
reflects the diversity of consumer goods in this product mix. Amazon.com Inc.’s Marketing Mix
(4Ps) Analysis

Place/Distribution in Unilever’s Marketing Microsoft Corporation’s Marketing

Mix (4Ps) Analysis
Mix
Walt Disney Company Marketing
Mix (4Ps) Analysis
The global operations of Unilever are a reflection of the extensive reach
of the business in the consumer goods market. The venues or places
where the company transacts with customers or target consumers are
identified in this section of the marketing mix. Unilever uses the
following places for distributing its products:

1. Retailers (primary)
2. Kiosks
3. Stores

Retailers are the primary places of distribution for Unilever’s products.

For example, Walmart is one of the biggest retailers responsible for
distributing these consumer goods. Unilever occasionally uses kiosks
to introduce products directly to customers, while utilizing personal
selling. In collaboration with retailers, the company promotes a limited
selection of products through these kiosks. Also, Unilever offers some
of its products through stores, such as those of its subsidiary Ben &
Jerry’s. This section of the marketing mix agrees with Unilever’s generic
strategy and product development intensive growth strategy.

Unilever’s Promotion (Promotional Mix)

Unilever needs to promote its products, considering the high level of
competitive rivalry in the global consumer goods market. This section
of the marketing mix outlines the strategies and tactics in the
company’s approach to promote its products to target consumers.
Unilever uses the following promotional tactics, arranged according to
significance:

1. Advertising (primary)
2. Sales Promotion
3. Public Relations
4. Personal Selling
5. Direct Marketing

Advertising serves as the primary means of promoting Unilever’s

products. Many of the company’s brands have advertisements on
television and online media. The firm also occasionally uses sales
promotion, such as discounts and product bundles. For example, Dove
soap bars are sometimes offered in bundles of three at a discounted
price. In terms of public relations, the Unilever Foundation’s activities
enhance corporate image and brand strength (Read: Unilever’s
Corporate Social Responsibility & Stakeholders). The company
sometimes implements personal selling in collaboration with retailers
to operate kiosks for certain occasions or promotional events. Direct
marketing is the least significant promotional tactic in Unilever’s
marketing mix. This tactic involves directly engaging client
organizations to promote suitable products. Based on this section of
the marketing mix, Unilever heavily relies on advertising as the main
factor that influences consumer perception about the company’s
consumer goods.

Unilever’s Prices and Pricing Strategies

Unilever maintains a wide variety of price points, considering the level
of diversification of its products. Prices and corresponding pricing
strategies are determined in this section of the marketing mix. In
general, the most significant pricing strategies in Unilever’s consumer
goods business are as follows:

1. Market-Oriented Pricing Strategy

2. Premium Pricing Strategy
3. Product Bundle Pricing Strategy

The market-oriented pricing strategy entails setting price points based

on consumer goods market factors. For example, Unilever uses
competitors’ pricing to determine the most appropriate prices. On the
other hand, the premium pricing strategy involves prices that are higher
than competitors’. For instance, for products like Dove, Unilever applies
moderately high prices that correspond to the premium quality of the
brand. Also, the company occasionally offers products in bundles set at
discounted prices. This section of Unilever’s marketing mix shows a
mixture of strategies that suit the variations in the company’s consumer
goods and target markets.

References

Bahadir, S. C., Bharadwaj, S. G., & Srivastava, R. K. (2015). Marketing

mix and brand sales in global markets: Examining the contingent
role of country-market characteristics. Journal of International
Business Studies, 46(5), 596-619.
Brands – Unilever.
Goi, C. L. (2009). A review of marketing mix: 4Ps or
more? International Journal of Marketing Studies, 1(1), 2.
Hanssens, D. M., Pauwels, K. H., Srinivasan, S., Vanhuele, M., &
Yildirim, G. (2014). Consumer attitude metrics for guiding marketing
mix decisions. Marketing Science, 33(4), 534-550.
Rahmani, K., Emamisaleh, K., & Yadegari, R. (2015). Quality Function
Deployment and New Product Development with a focus on
Marketing Mix 4P model. Asian Journal of Research in
Marketing, 4(2), 98-108.
Unilever – Investor Relations – Annual Reports and Accounts
 Overview.

T A G S : C A S E S T U DY & C A S E A N A LY S I S , C O N S U M E R G O O D S I N D U S T R Y,
M A R K E T I N G , M A R K E T I N G M I X ( 4 P S ), U N I L E V E R

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