Marketing Mix Of Unilever Indonesia Linking Business Strategy to Job Creation

Posted by Zander Henry on Aug-22-2018

1. marketing mix

1.1. Understanding the marketing mix

• The marketing mix is an important set of marketing tools and characteristics that a firm uses to increase penetration in the target market groups
• Using the marketing mix strategically includes focusing on seven important aspects of marketing and branding for an organization, namely: product, place, price, promotion, people, process, and physical evidence

1.2. Importance of marketing mix

• The marketing mix helps a company choose and decide on a suitable marketing strategy
• The marketing mix also helps a company in resource and budget allocation to different aspects of the marketing strategy and product development
• The marketing mix also allows a company to choose the right and effective marketing tactics for its promotional needs

2. Marketing mix for Unilever Indonesia Linking Business Strategy to Job Creation

Unilever Indonesia Linking Business Strategy to Job Creation makes use of the marketing mix strategically to achieve not only the marketing objectives but also the broader organizational objectives.

Marketing Mix Unilever Indonesia Linking Business Strategy to Job Creation is presented below:

2.1. Product

Product is one of the most important components of the Unilever Indonesia Linking Business Strategy to Job Creation Marketing mix. The distinctive characteristics of the product by Unilever Indonesia Linking Business Strategy to Job Creation are:

2.1.1. Quality

• Unilever Indonesia Linking Business Strategy to Job Creation maintains the high quality of products
• High product quality is maintained by adding value during different stages of the value chain
• Unilever Indonesia Linking Business Strategy to Job Creation procures raw materials from reliable and trusted suppliers only
• These raw materials are processed under carefully maintained environments to maintain high and consistent quality of the products
• High quality promise and delivery also provides Unilever Indonesia Linking Business Strategy to Job Creation with a distinctive competitive advantage

2.1.2. Ease of use

• The products manufactured and sold by Unilever Indonesia Linking Business Strategy to Job Creation are relatively easy to use
• All products come with a user manual, which is easy to understand and which provides simple instructions for product use
• The consumers can also call the 24/7 helpline to understand details about product usage
• Also, retail representatives provide detailed instructions and explanations regarding the use of the product at the time of the sale

2.1.3. Portfolio broadness

• Unilever Indonesia Linking Business Strategy to Job Creation has a broad portfolio of products
• The broad portfolio helps Unilever Indonesia Linking Business Strategy to Job Creation in reaching different target groups in the market
• Also, the broad portfolio allows financial strength to Unilever Indonesia Linking Business Strategy to Job Creation
• The broader product portfolio also adds more value for Unilever Indonesia Linking Business Strategy to Job Creation

2.1.4. Benefits of product consumption

• Unilever Indonesia Linking Business Strategy to Job Creation offers functional benefits to consumers of the product use
• These functional benefits are promised and delivered – however, they are also delivered by other similar products
• The distinguishing aspect of Unilever Indonesia Linking Business Strategy to Job Creation is its delivery of emotional benefits to the consumer
• Products manufactured and sold by Unilever Indonesia Linking Business Strategy to Job Creation promise consumers an ego boost, confidence, and security
• Unilever Indonesia Linking Business Strategy to Job Creation also promises fulfilment of psychological needs on product consumption
• These psychological needs include, for example, the need for empathy, the need for belonging, and the need of feeling loved.

2.1.5. Different SKUs

• The products by Unilever Indonesia Linking Business Strategy to Job Creation are available in different sizes
• Unilever Indonesia Linking Business Strategy to Job Creation has made use of different SKUs to increase market penetration
• Different SKUs can be brought and used as per the consumption needs of the consumers, and the target markets
• Through the production of different SKUs, Unilever Indonesia Linking Business Strategy to Job Creation has also increased the trial rate
• Different SKUs have also helped Unilever Indonesia Linking Business Strategy to Job Creation improve its product accessibility

2.2. Price

Unilever Indonesia Linking Business Strategy to Job Creation marketing mix focuses on a hybrid strategy for pricing to obtain maximum value for its products. The marketing mix Unilever Indonesia Linking Business Strategy to Job Creation uses a combination of a number of techniques for pricing its products, which are detailed below:

2.2.1. Premium pricing

• By using premium pricing for some of its product ranges, Unilever Indonesia Linking Business Strategy to Job Creation encourages favorable brand and product perceptions in target consumer groups
• Premium pricing for products also encourages a favorable quality perception of Unilever Indonesia Linking Business Strategy to Job Creation products amongst consumers
• With premium prices, Unilever Indonesia Linking Business Strategy to Job Creation has successfully also made some of its product ranges exclusive by restricting sales and production. This, in turn, leads to a perception g luxury in consumption products
• Premium prices add a touch of privilege and high value in Unilever Indonesia Linking Business Strategy to Job Creation products
• Using elements of premium prices in other product ranges has also allowed Unilever Indonesia Linking Business Strategy to Job Creation to maintain significantly high profits and a consistent business growth

2.2.2. Psychological pricing

• Since Unilever Indonesia Linking Business Strategy to Job Creation has a number of different product ranges and product groups, the use of psychological pricing has been beneficial
• With the use of psychological pricing, Unilever Indonesia Linking Business Strategy to Job Creation also successfully adds more value to its products from the point of view of customers
• Unilever Indonesia Linking Business Strategy to Job Creation also gains higher sales with psychological pricing
• Consumer purchase a higher amount of Unilever Indonesia Linking Business Strategy to Job Creation products because of its use of psychological pricing
• Unilever Indonesia Linking Business Strategy to Job Creation is able to increase its target audience and broaden its target purchaser groups

2.2.3. Geographical pricing

• Unilever Indonesia Linking Business Strategy to Job Creation is able to penetrate different regional markets optimally with the use of geographical pricing
• For offshore locations, geographical pricing also allows Unilever Indonesia Linking Business Strategy to Job Creation to cover shipping and customs expenses
• Geographical pricing also allows Unilever Indonesia Linking Business Strategy to Job Creation to maintain consistent revenue growth by altering pricing in different markets based on local currency value

2.2.4. Bundle pricing

• For some product ranges, Unilever Indonesia Linking Business Strategy to Job Creation is also known to use bundle pricing strategy popularly
• Unilever Indonesia Linking Business Strategy to Job Creation also uses bundle pricing during sales
• Bundle pricing increases the trial rate for consumers
• Unilever Indonesia Linking Business Strategy to Job Creation experiences higher return on the cost of gaining a new customer
• With bundle pricing, Unilever Indonesia Linking Business Strategy to Job Creation is also able to control costs and prices by lowering marketing and distribution expenses
• The use of bundle pricing also adds value to the umbrella brand name of Unilever Indonesia Linking Business Strategy to Job Creation.

2.3. Placement

Unilever Indonesia Linking Business Strategy to Job Creation places high importance on the placement of its products because it directly relates to accessibility for consumers.

2.3.1. Company-operated stored

• The company maintains stores operated by the management of Unilever Indonesia Linking Business Strategy to Job Creation in all markets
• Company-operated stores give Unilever Indonesia Linking Business Strategy to Job Creation higher control over operations as well as store layout and design
• Unilever Indonesia Linking Business Strategy to Job Creation also interacts directly with the consumers and gathers important details regarding consumer behavior and consumer feedback through company-operated stores
• The company operated stores also give leverage to Unilever Indonesia Linking Business Strategy to Job Creation in terms of decisions regarding the stocking of different product items

2.3.2. Licensed stores

• Unilever Indonesia Linking Business Strategy to Job Creation licensed stores also allow consumers to enjoy the various product offerings by the company
• Licensed stores also decrease the risk of financial and physical investment for Unilever Indonesia Linking Business Strategy to Job Creation in unstable markets
• Licensed stores have also given Unilever Indonesia Linking Business Strategy to Job Creation high business growth, and a boost for rapid market expansion and penetration
• Through licensed stores, Unilever Indonesia Linking Business Strategy to Job Creation has also learned about local consumers and cultures
• Licensed stores and shops encourage sales of products by Unilever Indonesia Linking Business Strategy to Job Creation by aligning it with local cultural values
• Licensed stores also help Unilever Indonesia Linking Business Strategy to Job Creation in localizing its product offerings to enhance brand equity and band image

2.3.3. E-commerce

• Unilever Indonesia Linking Business Strategy to Job Creation has developed a successfully operational website for online order placement and order tracking
• Unilever Indonesia Linking Business Strategy to Job Creation also encourages sales through social media portals, where the company takes orders through direct messages, as well as through a mini-shop model
• The company also stocks products with online retailers such as Amazon and eBay, as well as smaller local online retailers as well
• Online retailing, and using the internet to make sales has boosted the sales for Unilever Indonesia Linking Business Strategy to Job Creation and has also increased the accessibility of its products for consumers.

2.3.4. Supermarkets and hypermarkets

• Unilever Indonesia Linking Business Strategy to Job Creation also places its products in supermarkets and hypermarkets across the country
• A large number of Unilever Indonesia Linking Business Strategy to Job Creation target groups shop from supermarkets and hypermarkets
• Placement in supermarkets and hypermarkets also improve cost efficiency for Unilever Indonesia Linking Business Strategy to Job Creation

2.3.5. Partner agents

• In offshore locations, Unilever Indonesia Linking Business Strategy to Job Creation also makes use of partner agents for its products’ placement
• These partner agents are assessed and evaluated on strategic compatibility and reliance
• Unilever Indonesia Linking Business Strategy to Job Creation contracts with partner agents in other countries and markets for its product placement to ensure quality control and terms of negotiation

2.4. Promotion

The marketing strategy for Unilever Indonesia Linking Business Strategy to Job Creation also places high importance on the promotional tactics and strategies used. The promotional strategies allow the Unilever Indonesia Linking Business Strategy to Job Creation to interact with the consumers and influence them directly. Unilever Indonesia Linking Business Strategy to Job Creation uses a 360-degree approach in its promotional activities, and makes use of the following means of promotion:

2.4.1. Digital marketing

• Unilever Indonesia Linking Business Strategy to Job Creation has corporate profiles on all social media websites and portals
• Unilever Indonesia Linking Business Strategy to Job Creation uses its social media presence to directly, engage with consumers
• This direct engagement and interaction allows Unilever Indonesia Linking Business Strategy to Job Creation to understand the customers, their needs and demands
• Unilever Indonesia Linking Business Strategy to Job Creation uses this feedback and incorporates it in its broader marketing and organizational strategy
• Unilever Indonesia Linking Business Strategy to Job Creation also maintains a corporate website – which highlights company information, product information as well as information regarding any ongoing campaigns and sales

2.4.2. Reward Programs

• Unilever Indonesia Linking Business Strategy to Job Creation has a loyalty card program for its customers
• The loyalty card allows customers to redeem points in exchange for products or other exciting gifts, as directed by the company
• Each purchase is entered into the loyalty card by Unilever Indonesia Linking Business Strategy to Job Creation and is valued for points against the products’ monetary value
• The loyalty card can be purchased or is given complementary by Unilever Indonesia Linking Business Strategy to Job Creation on high valued purchases
• Frequent usage and purchase of products by Unilever Indonesia Linking Business Strategy to Job Creation also has rewards against the loyalty card

2.4.3. Community Influencers

• Unilever Indonesia Linking Business Strategy to Job Creation makes use of community influencers as its on-ground promotional efforts
• Unilever Indonesia Linking Business Strategy to Job Creation identifies strong and confident individuals to be brand ambassadors in their communities
• Unilever Indonesia Linking Business Strategy to Job Creation provides these brand ambassadors and community influencers with its product range and invites them to use it themselves to see benefits

2.4.4. Conventional marketing

• The company places advertisements in consumer-related magazines. This largely includes home decor, and home management magazines
• Magazine ads are not very frequent, but appear twice every quarter of the fiscal year
• In high-density locations, Unilever Indonesia Linking Business Strategy to Job Creation also makes use of out of house hoardings
• Hoardings increase visibility for Unilever Indonesia Linking Business Strategy to Job Creation and also work towards building stronger brand recall
• Unilever Indonesia Linking Business Strategy to Job Creation also produces TV advertisements
• All TV advertisements have an emotional appeal to them
• TV advertisements by Unilever Indonesia Linking Business Strategy to Job Creation have progressed to include a slice of life elements and characteristics
• TV advertisements by Unilever Indonesia Linking Business Strategy to Job Creation also highlight the functional benefits of the product

2.5. People

The marketing mix of Unilever Indonesia Linking Business Strategy to Job Creation also places an essential focus on people development and people building. This is because Unilever Indonesia Linking Business Strategy to Job Creation realizes the importance of employees in building strong customer relationships. Unilever Indonesia Linking Business Strategy to Job Creation develops its employee and people by focusing on the following aspects:

2.5.1. Training

• Unilever Indonesia Linking Business Strategy to Job Creation makes sure that all employees undergo regular training sessions for skill development and enhancement
• Trainings at Unilever Indonesia Linking Business Strategy to Job Creation are not the only field related, but also focus on essential management and organizational skills
• Training sessions and activities at Unilever Indonesia Linking Business Strategy to Job Creation also identify with the employee's own needs of progression, development and growth
• All training sessions and activities designed and carried out by Unilever Indonesia Linking Business Strategy to Job Creation take into consideration business goals and objectives, as well as employee's personal goals and aspirations
• Unilever Indonesia Linking Business Strategy to Job Creation, therefore, tries to develop the employee as an organizational member, as well as an individual
• All training is engaging, and hands-on so that employees do not only learn but also experience

2.5.2. Organizational ownership

• Unilever Indonesia Linking Business Strategy to Job Creation works on strengthening the organizational commitment in its employees
• Unilever Indonesia Linking Business Strategy to Job Creation builds employee loyalty so that people can reflect their optimal best at work
• Unilever Indonesia Linking Business Strategy to Job Creation also understands that satisfied employees will lead to happy and satisfied customers
• Unilever Indonesia Linking Business Strategy to Job Creation regularly shares different reward programs for employees, including stock sharing, so that their organizational commitment and ownership is enhanced
• Unilever Indonesia Linking Business Strategy to Job Creation also includes employees in decision making at different managerial levels, and regularly takes their feedback for different projects and products – which also work towards building organizational ownership

2.5.3. Motivation building

• Unilever Indonesia Linking Business Strategy to Job Creation employees are the face of the organization
• Unilever Indonesia Linking Business Strategy to Job Creation are motivated through the exciting and creative organizational culture
• Employees are also motivated through different reward programs and bonuses that Unilever Indonesia Linking Business Strategy to Job Creation distributes
• Another source of motivation is appreciation programs where management appreciates and acknowledges the work and performance of different employees

2.5.4. Succession planning

• Unilever Indonesia Linking Business Strategy to Job Creation remains one of the leading players in the industry also because of its focus on succession planning
• Unilever Indonesia Linking Business Strategy to Job Creation conducts succession planning for all managerial levels
• Succession planning is done through internal promotions as well as external recruitments to meet the needs and demands of the vacant job position at Unilever Indonesia Linking Business Strategy to Job Creation
• Strategic succession planning has allowed Unilever Indonesia Linking Business Strategy to Job Creation to be prepared for different challenges, and also be resourceful enough to deflect them

2.6. Process

Unilever Indonesia Linking Business Strategy to Job Creation has organized and systematic processes in place to make sure that the business experiences consistent growth.

2.6.1. Operations

• All operations at Unilever Indonesia Linking Business Strategy to Job Creation are clearly defined and communicated to the employees
• Unilever Indonesia Linking Business Strategy to Job Creation makes sure that employees are well trained, and knowledgeable of all processes relates to operations
• All stages of operational processes focus on maintaining a high quality level and standard of the products
• Systematic process re in place for all operation – from procurement to the final sale of the products
• All operational processes are maintained, checked, and uploaded through the internal portal of the organization for supervisory purposes
• The use of online portals for operational processes also builds a strong backup for managerial purposes at Unilever Indonesia Linking Business Strategy to Job Creation

2.6.2. People Management

• Unilever Indonesia Linking Business Strategy to Job Creation has also defined clear processes for people management through streamlining its human resource management department
• Unilever Indonesia Linking Business Strategy to Job Creation has defined guidelines regarding recruitment, training, compensation management, and performance appraisal of employees
• All people related processes are not only communicated to the management and supervisors, but also to employees to create a sense of transparency, and an environment of trust
• Progressive people management systems and processes have allowed Unilever Indonesia Linking Business Strategy to Job Creation to keep its workforce motivated and happy – which reflects in satisfied customers

2.6.3. Quality maintenance

• Unilever Indonesia Linking Business Strategy to Job Creation also has defined policies and processes for managing and maintaining quality
• All products undergo triple quality checks to ensure that customers receive the best product
• In addition to quality checks at the production and distribution level, the management has also placed separate quality maintenance and quality check department
• The quality maintenance department has experts who make sure that not only the final product but also the processes involved in producing the product were infused with quality

2.6.4. Store management

• Unilever Indonesia Linking Business Strategy to Job Creation manages store management through stringent and closely monitored policies and processes
• These processes relate to not only the floor and space design but also to the performance of the employees at the store
• The processes for store management also regularly monitor footfall and work on strategies to increase footfall through different tactics, and changes in the store design and store management
• The company also has a systematic process for customers who interact with the products and feel them before making the purchase
• The final sale at the store is also clearly defined – for the employees and the customers both
• Processes and policies are important for Unilever Indonesia Linking Business Strategy to Job Creation for maintaining quality of the products, and for ensuring that the company does not experience any unnecessary expenses and costs

2.7. Physical evidence

The physical evidence is also important in the marketing strategy for Unilever Indonesia Linking Business Strategy to Job Creation as it works towards influencing the consumers in favor of the brand and its offerings. The physical evidence for Unilever Indonesia Linking Business Strategy to Job Creation include:

2.7.1. Store atmosphere

• The store design and management for Unilever Indonesia Linking Business Strategy to Job Creation is exciting and creative
• The store atmosphere makes the customers feel relaxed and comfortable –so that they can interact with, and enjoy product offerings by Unilever Indonesia Linking Business Strategy to Job Creation at ease
• The store design is also important for Unilever Indonesia Linking Business Strategy to Job Creation because it controls the level and nature of experience and interaction that the customers have with the product and the brand
• With company-operated stores, it is easier for Unilever Indonesia Linking Business Strategy to Job Creation to control and manage the store atmosphere to be able to positively influence customers and to be able to appeal to them emotionally

2.7.2. Packaging

• Unilever Indonesia Linking Business Strategy to Job Creation has unique packaging, which is different from other players in the industry
• Unilever Indonesia Linking Business Strategy to Job Creation also has a vibrant touché to its packaging, which is regularly changed in terms of colors and patterns
• The logo for the company is simple, and recognizable by the consumers easily
• The brand logo has also become a symbol of confidence, ambition, and aspiration for consumers who use products by Unilever Indonesia Linking Business Strategy to Job Creation
• The packaging of the products is sophisticatedly done and matches the brand image developed and maintained by Unilever Indonesia Linking Business Strategy to Job Creation

2.7.3. Website design

• The website design is simple and easy to use
• Unilever Indonesia Linking Business Strategy to Job Creation has a customer friendly user interface which allows easy navigation and understanding of its various product offerings
• The corporate website of Unilever Indonesia Linking Business Strategy to Job Creation also has the brand logo, and is packaged similarly to the products offered by the company
• The design patterns, and color change on the website with changes to the product packaging to match various campaign needs and sale offerings