Case study analysis of the marketing strategy of Unilever Sri Lanka (original) (raw)

This case study provides an in-depth analysis of the marketing strategies employed by Unilever Sri Lanka, a dominant force in the fast-moving consumer goods (FMCG) sector, where it has maintained a significant market presence since 1938. The study explores the multifaceted challenges that the company currently faces, including severe market saturation, heightened competition from both local and international players, and a notable shift in consumer preferences toward health-conscious and environmentally sustainable products. Additionally, the study considers the impact of ongoing economic instability in Sri Lanka, which has significantly affected consumer purchasing power, particularly for premium product lines. These challenges necessitate a strategic reevaluation of Unilever Sri Lanka's approach to maintaining its market leadership and continuing its legacy of success in a rapidly changing environment. To analyze Unilever Sri Lanka's strategic positioning, the study applies several key strategic management frameworks. The Resource-Based View (RBV) is central to this analysis, highlighting how the company's internal resources; such as robust brand equity, extensive distribution networks, and a strong capacity for innovation; serve as critical assets in sustaining a competitive advantage. Additionally, the study employs frameworks like Market Segmentation and Targeting to examine how Unilever effectively tailors its marketing efforts to different consumer segments. The Integrated Marketing Communications (IMC) framework is also utilized to assess the consistency and effectiveness of Unilever's brand messaging across various channels, enhancing consumer engagement and loyalty.