Comparison of Unilever and PG Marketing Strategies

Unilever has experienced quite a rollercoaster of marketing success and failure over the last 5 years. Originally its new 5-year strategic plan entitled ‘Path to Growth had special promise and forecast for success. The primary objective of this plan was to cull Unilevers ‘tail brands and place extra emphasis on those which were market leaders. Niail Fitzgerald believes that too many brands often confuse the customer and thus lead to poor purchasing decisions. The paradox of choice between Unilevers products had to be addressed. This meant a dramatic reduction of over 1200 smaller brand names, the closure of 138 production facilities and the loss of 51,800 jobs. The key financial targets of this plan were to improve sales growth of the†¦show more content†¦Unilever hasnt really innovated at all. It may have introduced brand extensions for household names like Dove which used to only be soap, but they failed to proportion the advertising backing that these brands neede d and innovate further. Magdalene Miller states that despite having a decent range of brands, they fail to produce products that the consumer really needs or desires. Now investors in Unilever are worried about the decline of sales growth and poor advertising affecting the companys profitability and future reputation. The company also seems to have a lack of market awareness and fails to identify key trends. The Atkins diet had a devastating impact on the performance of its Slim-fast product lines, yet this could have been avoided if thorough research into the market conditions had been undertaken. The company is also taking a lot of heat from its closest rivals. Both PG and Reckitt Benckiser have experience formidable sales growth over the last few years and their organisational restructuring has proven to be of great success. The pressure is clearly on and Unilever has had to adopt a new strategy. Unilever has recently had a shake-up and its 5-year ‘Path to Growth plan has now been axed. Now Unilever will focus on more prominent corporate advertising and brand association with a newShow MoreRelatedComparison Of Unilever And PG Marketing Strategies Essay1607 Words   |  7 PagesUnilever has experienced quite a rollercoaster of marketing success and failure over the last 5 years. Originally its new 5-year strategic plan entitled Path to Growth had special promise and forecast for success. The primary objective of this plan was to cull Unilevers tail brands and place extra emphasis on those which were market leaders. Niail Fitzgerald believes that too many brands often confuse the customer and thus lead to poor purchasing decisions. The paradox of choice between UnileversRead MoreUnilever Marketing Essay1507 Words   |  7 PagesA theme Unilever expounds on is a â€Å"Brand Love Key.† They are differentiating themselves from competitors like P G by focusing on conn ection between the individual and the brand. In regards to marketing, it is a vital technique that corporations need to adhere to since it is crucial to gain consumer recognition. The method Unilever utilized was rooted in immersions, where â€Å"marketers learned how to use empathy, to be touched by people they visited, and understand how their lives were motivated byRead MoreTaking a Look at Procter Analysis1005 Words   |  4 PagesIntroduction Procter and Gamble (P G) is one of the renowned and well-known firms in the world and specifically America and it was originated in 1837.This firm was founded by William Procter and James Gamble. In the beginning, they used to manufacture only soap and candles but as the time passed their growth in business was the remarkable effort. Procter and Gamble has become one of the biggest consumer goods company in the world. Their products are sold in over 180 countries, which include severalRead MoreUnilever Project10819 Words   |  44 PagesContents Section 1 Introduction 3 1.1 Introduction to the topic 3 1.2 Introduction to UNILEVER 4 1.3 Project objectives 5 1.4 Research Questions 5 1.5 Research approach 6 Section 2 Information Gathering 7 2.1 Sources used and reasons 7 2.2 Description of method used to collect information 8 2.3 Limitation of gathering information 9 2.4 Ethical Issues 9 2.5 Ratio Analysis 10 2.5(a) Limitation of ratio analysis 11 2.6 SWOT analysis 13 2.6(a) Limitations of SWOT analysisRead MoreSwot Analysis Of Procter Gamble1181 Words   |  5 PagesIntroduction Procter Gamble started as a small soap and candle company in 1937. Since then, Procter Gamble (PG) has grown to be a global leader in the manufacturing and selling of household products. Over the years, PG has been instrumental in the innovation of common corporate practices, such as employee profit-sharing programs, market research, and brand-management systems. The multinational corporation sells its products (at least 250 household products) through a well-structured systemRead MoreMarketing Planning for Surf Excel in Pakistan3791 Words   |  16 PagesAcknowledgment Table of Contents 1. Synopsis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 4 2. Mission Statement †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦............†¦Ã¢â‚¬ ¦. 5 3. Current Marketing Situation†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦6 o Market Description..........................................................................6 o Product Review†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦11 o Review of Competition†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦12 o Review of Distribution.....................................................................14 o Market Potential†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Read MorePG Swot Analysis10435 Words   |  42 Pagesaids, including cosmetics, fragrances and over the counter medications; and diapers and feminine hygiene products. Other items range from cat litter to automotive additives. The top worldwide producers include Procter and Gamble, Kimberly Clark, Unilever, Colgate-Palmolive, Church and Dwight, Clorox, and Ecolab. Industry Trends and How It Operates Given the low growth rates of population and household formations in the developed nations, it has become more difficult for consumer productRead MoreMarketing Planning for Surf Excel in Pakistan3781 Words   |  16 PagesAcknowledgment Table of Contents 1. Synopsis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 4 2. Mission Statement †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦............†¦Ã¢â‚¬ ¦. 5 3. Current Marketing Situation†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦6 o Market Description..........................................................................6 o Product Review†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦11 o Review of Competition†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦12 o Review of Distribution.....................................................................14 o Market Potential†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Read MoreStrategic Management Practice and Theory of Uniliver Bangladesh Ltd.6578 Words   |  27 Pageskind of full consideration. Thanking You Executive Summary Unilever Bangladesh Ltd is one of the world’s most successful fast moving consumer goods manufacturing companies with local manufacturing facilities, reporting to regional business groups for innovation and business results. This report was formulated based on a strategic management practice of Unilever Bangladesh that helps the company to run their business more appropriately. By this strategic managementRead MoreForethought Behind Procter Gamble s Organization1441 Words   |  6 Pagesstatement specifies the present direction a firm is going, while a vision statement advocates the future course in mind. PG defines their mission and vision statement with a statement of purpose to reflect upon building products that provide a benefit, and grant prosperity for all. Almost two decades the company has progressively grown; whereas, recently, the company has developed a strategy to alleviate inefficiencies within its organizational structure, which makes them more convoluted compared to its