Facebook Pixel Code
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Principles of Marketing Essay Example

Show related essays

Principles of Marketing

This is a preview of the 8-page document
Read full text

These are closely monitored and inspected at regular intervals. In countries where the company has a huge market share, it has established factories and manufacturing sites in order to enhance operations and distribution process. An optimised strategy for sourcing is selected for countries, where manufacturing operations are not established, taking into account factors such as, quality, innovation, cost, flexibility and service (Unilever, 2013c).At first, Unilever concentrated on expanding in Europe. However, after diversification and penetration, the European Market saturated. Current strategies of Unilever include worldwide expansion in selected product categories, disposal of all activities which no longer are profitable as well as considered core. It also planned to launch its business in various emerging countries so that its high dependence on Europe and South America is reduced and evenly distributed.In the year 1999, Unilever had declared that it will focus on few strong brands in order to promote quicker and faster growth. For this, the company would shred its brands to 400 from 1600. The latest marketing strategy involves concentrating on brand development and innovation of the focussed brands. The objective is to accelerate growth of the top line brands and increase the overall margin of improvement within a specified time (Balmer and Gray, 2003). Marketing activities also include a series of initiatives aligned with the organisational goals.The first marketing strategy includes revival of the top management with change in designation and roles. The company has been divided into two major sections; one is home and food and another is personal care. Any subsidiary businesses which make profits, that are less than required average, are being shelved off. According to the company, decentralising has been a useful strategy which helps in monitoring the profit levels and ensuring profit maximisation (Kotler, et al. It also implies various cost cutting measures, which are reflected in minimalistic pay for workers and lower level staffs.Another critical component included in the latest marketing strategy of Unilever is e-commerce. The current objective is to improve marketing and brand communication, online selling as well as simplifying the corporate and business-to-business transactions. The company has started investing heavily in digital marketing and capturing online media space. The company has made many recent

This is a preview of the 8-page document
Open full text



Balmer, J.M.T. and Gray, E.R., 2003. Corporate brands: what are they? What of them? European Journal of Marketing, 37(8), pp. 972–97.

Blaxter, L., Hughes, C. and Tight, M., 2006. How to Research. 3rd ed. New York: McGraw-Hill International.

Corporate Watch, 2013. Industry Area: Branded and packaged goods including foods and home and personal care products. [online] Available at < http://www.corporatewatch.org/?lid=257> [Accessed 10 January 2014].

Ferrell, O. C., and Hartline, M. D., 2010. Marketing strategy. 5th ed. Connecticut: Cengage Learning.

Haberberg, A. and Rieple, A., 2008. Strategic Management. Oxford University Press, New York.

Johnston, R.E. and Bate, J.D., 2003. The Power of Strategy Innovation: A New Way of Linking Creativity and Strategic Planning to Discover Great Business Opportunities. American Management Association, New York

Kotler, P., Armstrong, G., Saunders, J. and Wong, V., 2002. Principles of marketing. Harlow: Financial Times Prentice Hall.

Marieke, D., 2004. Consumer behaviour and culture: Consequences for global marketing and advertising. Thousand Oaks, CA: Sage Publications.

Pettigrew, A. M., Whittington, R. and Thomas, H., 2006. Handbook of strategy and management. California: SAGE.

Schultz, D. and Kitchen, P., 2000. Communicating Globally: An Integrated Marketing Approach. Chicago, Illinois: NTC Business Books.

Sophia, A. and Zyl, V., 2009. The impact of Social Networking 2.0 on organisations. The Electronic Library, 27(6), pp. 906 - 918.

Stuart, A. and Dubitsky, T. M., 1996. Changing Needs For Brands. Journal of Advertising Research, 1, pp. 21-29.

Unilever, 2013a. Introduction to Unilever. [online] Available at http://www.unilever.com/aboutus/introductiontounilever/ [Accessed 10 January 2014].

Unilever, 2013b. Brands in action. [online] Available at http://www.unilever.com/brands-in-action/index.aspx> [Accessed 10 January 2014].

Unilever, 2013c. Strategic science. [online] Available at http://www.unilever.com/innovation/strategic-science/ [Accessed 10 January 2014].

Unilever, 2013d. Unilever charts 2012. [pdf] Available at http://www.unilever.com/images/ir_Charts-2012_tcm13-348370.pdf [Accessed 10 January 2014].

Williams, J., and Cutis, T., 2012. Marketing management in practice. London: Routledge.

Wright, P., Gardner, T., Moynihan, L. and Allen, M., 2005. The relationship between HR practices and firm performance: Examining the causal order. Personnel Psychology, 58(2), pp. 409–446.

Close ✕
Tracy Smith Editor&Proofreader
Expert in: Marketing, Business, Management
Hire an Editor
Matt Hamilton Writer
Expert in: Marketing, E-Commerce, Human Resources
Hire a Writer
preview essay on Principles of Marketing
  • Pages: 8 (2000 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Ph.D.
WE CAN HELP TO FIND AN ESSAYDidn't find an essay?

Please type your essay title, choose your document type, enter your email and we send you essay samples

Contact Us