Marketing Strategy Of Unilever

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Since Unilever became on of the most succeed global companies in the world, thus, Unilever is likely to have many profit sanctuaries. Company with multiple profit sanctuaries like Unilever has competitive advantage over companies with a single or few sanctuaries. Unilever as the Company with multiple profit sanctuaries has the flexibility of lowballing its price in the domestic company’s home market and grabbing market share at the domestic company’s expense, subsidizing razor-thin margins or even losses with the healthy profits earned in its profit sanctuaries
D. Critically Assess the Performance of the major Marketing Strategies conducted of the MNC in host.
(Management concepts and frameworks like Porter’s Five Forces Model, etc..)
To straddle
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In India, Unilever dominates most of the product categories in which it competes. In all of these categories, Unilever markets at least one brand in each price tier. To develop the BOP market, HUL introduced the single-use, one Rupee sachet of shampoo. (Doing Well by Doing Good, 2009) The firm extended this so-called low unit price concept to other categories (e.g., detergents, tea, toothpaste).

To cope with India’s lack of water supply, HUL scientists developed a detergent powder (Surf Excel Quick Wash) that requires much less water than regular powders. Unilever plans to launch the brand in other markets where water scarcity is a major issue.

Diarrhea is a major disease among India’s poor. Almost twenty percent of India’s children suffer from diarrhea. In 2002, HUL initiated a campaign to combat this disease, which illustrates how the firm combines its business strategy with economic development. (Kotabe & Helsen, 2010) For its marketing strategy Unilever combines its strategy with social project in many countries. Educational campaigns have been important tools for raising awareness for Unilever brands such as Close-Up and Dove.

To spread the message of health and hygiene to India’s countryside, HUL launched the Lifebuoy Swasthya Chetana initiative in
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It puts considerable strategic emphasis on building a global brand name and aggressively pursuing opportunities to transfer ideas, new products and capabilities from one country to another.Since country-to-country differences in toiletries product are small enough to be accommodated within the framework of a global strategy, a global strategy used by the Unilever is preferable to localized strategies because Unilever can more unify its operations and focus on establishing a brand image and reputation that is uniform from country to country. It strategy implies to the Unilever success in building strong character brand such as Dove, Sunsilk, Rexona and Lux. Moreover, with a global strategy Unilever should coordinated its marketing, operational and distribution worldwide. (Fikri,

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