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

Marketing Strategy and Sustainable Plan of Unilever

Marketing Strategy and Sustainable Plan of Unilever, 2020

As one of the strong and healthy companies in the world with many successful brands, Unilever recognized that its product is commonly used for all people worldwide. Supported by the strengths of its eight global brands-Dove, Sun silk, Clear, Pond's, Vaseline, Magnum, Rexona, and Lux Unilever firstly entered into the foreign market to compete internationally by entering just a few foreign markets. Once successfully introduced its product in several markets, Unilever expands its success brand to many other markets and starting to compete globally. In entering and competing in foreign markets a global strategy used by Unilever is preferable to localized strategies because Unilever can more unify its operations and focus on establishing a brand image that is uniform from country to country. It implies to Unilever's success in building strong character brands. This paper explores the marketing strategy of Unilever which made it's a most trusted name with high-quality products.

Strategic Product Sales Performance Analysis: The Case at Unilever Corporation in Indonesia

2022

Due to bigger demand in foreign goods, more brands and multinational companies are growing their market expansion to Indonesia to growth their sales and product innovations. A multinational , Unilever Indonesia has been known in the local eyes as they have its identity of being a worldwide brand. Unilever has created a business model that is structured to allow the business to compete with other well-known brands. This paper wants to explain how Unilever Company to maintain product sales performance through global marketing and consumer behavior. This study uses primary data through questionnaires distributed online. The number of samples is 198 consumers. The authors conducted validity and reliability tests to ensure that the data were valid and reliable. After that the Authors conducted regression testing, the results showed that global marketing strategy and consumer behavior affect product sales performance at Unilever Indonesia companies.

IJMH-International Journal of Management and Humanities MARKETING MIX OF UNILEVER AND P&G

The fast moving consumer goods industry is constantly moving forward. Thebrand, product are changing drastically. FMCG industry is able to beat recession hence it means FMCG products will always be needed by the consumers. The rural population has a huge potential to FMCG products.. Unilever and P&G are one of the leading FMCG companies. These both companies have a unique approach towards the market and consumers say, pricing policy and the promotion techniques.in today's competitive world these both FMCG companies are giving each other a though competition it is necessary to understand the marketing mix; product, price, place and promotion of unilever and P&G. the purpose of this paper is to explore the marketing mix strategies of unilever and P&G. this is a conceptual paper and secondary source of data is used. The paper reveals the similarities and differences of different marketing techniques and strategies of unilever and P&G.

International Review of Management and Marketing

International Review of Management and Marketing, 2023

The impact of the COVID-19 pandemic resulted in a shift in consumer behaviour, as there was an increase of 1 st-time E and M-commerce shoppers. This resulted in South African marketers adjusting to digitisation by creating clear communication and marketing strategies. The research objectives of this study were to understand how South African brand and marketing managers adapted to the COVID pandemic and to comprehend how marketing communication strategies in general have changed since. A qualitative methodology of structured interviews was conducted. A convenience sampling method was used to select the participants. The research findings indicate that the eight managers interviewed relied on face-to-face interaction with the customer through in store promotions and events before COVID-19. Several interviewees stated that communication on product benefits and features relied heavily on in-store activations. However, during the COVID-19 pandemic, all marketers who participated in the study revealed that they invested in digital communications. As more brands and businesses used digital platforms and social media to drive their products, marketers had to work on communicating to convert into sales, but they also increased customer engagement. The study highlights how innovative marketing communication strategies in the post COVID environment leads to an agile enterprise having a competitive advantage. The study also highlights the importance of understanding income and demographics of the South African customer in different regions of the country, as that influences the marketing strategies used.

The Effect of Marketing Effectiveness, and Consumer Behaviour on Consumer Purchase Preference for Unilever Products in Jordan

International journal of academic research in business & social sciences, 2023

This study explores the relationship between consumer behaviour and marketing effectiveness and preferences for Unilever products in Jordan. The study employed an online survey to collect data from a sample of 384 Jordanian customers of Unilever products. The study uses PLS-SEM to analyse the relationships between the variables and test the proposed hypotheses. To evaluate the success of marketing campaigns, three metrics-customer acquisition cost, return on investment, and customer lifetime value-are employed. Consumer behaviour is evaluated using social, personal factors, and psychological, the study helps local producers improve their marketing strategies to compete with global companies by providing perspectives into the factors influencing Jordanian customers' preferences for Unilever Products. The study's findings contribute to our understanding of Jordanian consumers' preferences for Unilever products, consumer behaviour, and marketing efficiency. The study's conclusions have implications for Jordanian marketing executives and politicians on a practical level, particularly in terms of developing strategies to boost domestic producers' competitiveness and promote the growth of the regional economy. These results emphasize the value of customer behavior analysis and effective marketing tactics for businesses in the Jordanian market.

Brand Strategy and Integrated Marketing Communication (Imc)

Journal of Advertising, 2005

By reviewing internal corporate documents publicly accessible through Canadian court proceedings, complemented by interviews of advertising practitioners and an assessment of deposition and trial testimony transcripts, the authors provide a case study of how Imperial Tobacco Limited (ITL), which is Canada's largest tobacco manufacturer, effectively employed three critical integrated marketing communication (IMC) practices: strategically consistent brand communication, cross-functional planning and monitoring, and data-driven targeting and communication. By utilizing in-depth consumer research and key IMC processes to construct brand and lifestyle imagery for its flagship cigarette trademark, Player's, ITL achieved greater brand equity and greater shareholder value. The legal and political environment facing the firm has further facilitated ITL's adoption of an IMC mind-set and structure.

Book Review: Nalin Abeysekera. Marketing Sinhalen, 2019, Sri Lanka: Sadeepa Publishers (Pvt.) Limited, pp. 1–51, `200 (paperback), ISBN: 978-955-661-965-2

Asia-Pacific Journal of Management Research and Innovation, 2019

The application of marketing has a long history, but it was considered as an academic discipline in the early twentieth century. People used marketing practices even in the era of product exchanges where the Barter system occurred in trading even without terming it ‘marketing’. The use of marketing is becoming essential for the success of every business in the global market. As a result, most organisations tend to have a separate function for marketing management. Understanding of marketing concepts and strategies is also becoming more essential in the current dynamic environment for every stakeholder, including marketers and customers. Hence, the dissemination of marketing knowledge is considered as a vital factor. The researchers and academics have taken different ways and means to disseminate marketing knowledge. How to disseminate marketing knowledge in an understandable level is becoming more challenging since there is a different absorbing capacity for every stakeholder. However, the book titled ‘Marketing Sinhalen’ discusses basic marketing concepts and strategies as a storytelling book using a different and novel approach. It could be considered as the first-ever marketing book published using a storytelling approach and the native language of Sri Lanka: Sinhala.

Marketing Strategies of Indian Automobile Companies: A Case Study of Maruti Suzuki India Limited

In today's competitive era the word 'Strategy' is very crucial for all business organizations. Presently organizations started realizing that customer centric and aggressive marketing strategies plays vital role to become successful leader. Though globalization has opened the doors of opportunities for all, the market is still crowded with some unknown risks and lot of competition. Because of this competition, a marketing strategy must aim at being unique, differential-creating and advantage-creating. To obtain unique and differential advantage, an organization has to be creative in its marketing strategy. Today due to innovative marketing strategies Maruti Suzuki has become the leading & largest seller of automobiles in India. Company has adopted various Brand positioning, Advertising, Distribution strategies to capture the market. Maruti's few unique promotional strategies include Teacher Plus Scheme, 2599 scheme, Change your life campaign. The objective of this paper is to focus on various marketing strategies of Maruti Suzuki India Ltd.