Marketing Mix Of Unilever Platinum Stores Building a Brand for the Community

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 Platinum Stores Building a Brand for the Community

Unilever Platinum Stores Building a Brand for the Community makes use of the marketing mix strategically to achieve not only the marketing objectives but also the broader organizational objectives.

Marketing Mix Unilever Platinum Stores Building a Brand for the Community is presented below:

2.1. Product

Product is one of the most important components of the Unilever Platinum Stores Building a Brand for the Community Marketing mix. The distinctive characteristics of the product by Unilever Platinum Stores Building a Brand for the Community are:

2.1.1. Quality

• Unilever Platinum Stores Building a Brand for the Community maintains the high quality of products
• High product quality is maintained by adding value during different stages of the value chain
• Unilever Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community with a distinctive competitive advantage

2.1.2. Ease of use

• The products manufactured and sold by Unilever Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community has a broad portfolio of products
• The broad portfolio helps Unilever Platinum Stores Building a Brand for the Community in reaching different target groups in the market
• Also, the broad portfolio allows financial strength to Unilever Platinum Stores Building a Brand for the Community
• The broader product portfolio also adds more value for Unilever Platinum Stores Building a Brand for the Community

2.1.4. Benefits of product consumption

• Unilever Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community is its delivery of emotional benefits to the consumer
• Products manufactured and sold by Unilever Platinum Stores Building a Brand for the Community promise consumers an ego boost, confidence, and security
• Unilever Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community are available in different sizes
• Unilever Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community has also increased the trial rate
• Different SKUs have also helped Unilever Platinum Stores Building a Brand for the Community improve its product accessibility

2.2. Price

Unilever Platinum Stores Building a Brand for the Community marketing mix focuses on a hybrid strategy for pricing to obtain maximum value for its products. The marketing mix Unilever Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community encourages favorable brand and product perceptions in target consumer groups
• Premium pricing for products also encourages a favorable quality perception of Unilever Platinum Stores Building a Brand for the Community products amongst consumers
• With premium prices, Unilever Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community products
• Using elements of premium prices in other product ranges has also allowed Unilever Platinum Stores Building a Brand for the Community to maintain significantly high profits and a consistent business growth

2.2.2. Psychological pricing

• Since Unilever Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community also successfully adds more value to its products from the point of view of customers
• Unilever Platinum Stores Building a Brand for the Community also gains higher sales with psychological pricing
• Consumer purchase a higher amount of Unilever Platinum Stores Building a Brand for the Community products because of its use of psychological pricing
• Unilever Platinum Stores Building a Brand for the Community is able to increase its target audience and broaden its target purchaser groups

2.2.3. Geographical pricing

• Unilever Platinum Stores Building a Brand for the Community is able to penetrate different regional markets optimally with the use of geographical pricing
• For offshore locations, geographical pricing also allows Unilever Platinum Stores Building a Brand for the Community to cover shipping and customs expenses
• Geographical pricing also allows Unilever Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community is also known to use bundle pricing strategy popularly
• Unilever Platinum Stores Building a Brand for the Community also uses bundle pricing during sales
• Bundle pricing increases the trial rate for consumers
• Unilever Platinum Stores Building a Brand for the Community experiences higher return on the cost of gaining a new customer
• With bundle pricing, Unilever Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community.

2.3. Placement

Unilever Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community in all markets
• Company-operated stores give Unilever Platinum Stores Building a Brand for the Community higher control over operations as well as store layout and design
• Unilever Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community in terms of decisions regarding the stocking of different product items

2.3.2. Licensed stores

• Unilever Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community in unstable markets
• Licensed stores have also given Unilever Platinum Stores Building a Brand for the Community high business growth, and a boost for rapid market expansion and penetration
• Through licensed stores, Unilever Platinum Stores Building a Brand for the Community has also learned about local consumers and cultures
• Licensed stores and shops encourage sales of products by Unilever Platinum Stores Building a Brand for the Community by aligning it with local cultural values
• Licensed stores also help Unilever Platinum Stores Building a Brand for the Community in localizing its product offerings to enhance brand equity and band image

2.3.3. E-commerce

• Unilever Platinum Stores Building a Brand for the Community has developed a successfully operational website for online order placement and order tracking
• Unilever Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community and has also increased the accessibility of its products for consumers.

2.3.4. Supermarkets and hypermarkets

• Unilever Platinum Stores Building a Brand for the Community also places its products in supermarkets and hypermarkets across the country
• A large number of Unilever Platinum Stores Building a Brand for the Community target groups shop from supermarkets and hypermarkets
• Placement in supermarkets and hypermarkets also improve cost efficiency for Unilever Platinum Stores Building a Brand for the Community

2.3.5. Partner agents

• In offshore locations, Unilever Platinum Stores Building a Brand for the Community also makes use of partner agents for its products’ placement
• These partner agents are assessed and evaluated on strategic compatibility and reliance
• Unilever Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community also places high importance on the promotional tactics and strategies used. The promotional strategies allow the Unilever Platinum Stores Building a Brand for the Community to interact with the consumers and influence them directly. Unilever Platinum Stores Building a Brand for the Community uses a 360-degree approach in its promotional activities, and makes use of the following means of promotion:

2.4.1. Digital marketing

• Unilever Platinum Stores Building a Brand for the Community has corporate profiles on all social media websites and portals
• Unilever Platinum Stores Building a Brand for the Community uses its social media presence to directly, engage with consumers
• This direct engagement and interaction allows Unilever Platinum Stores Building a Brand for the Community to understand the customers, their needs and demands
• Unilever Platinum Stores Building a Brand for the Community uses this feedback and incorporates it in its broader marketing and organizational strategy
• Unilever Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community and is valued for points against the products’ monetary value
• The loyalty card can be purchased or is given complementary by Unilever Platinum Stores Building a Brand for the Community on high valued purchases
• Frequent usage and purchase of products by Unilever Platinum Stores Building a Brand for the Community also has rewards against the loyalty card

2.4.3. Community Influencers

• Unilever Platinum Stores Building a Brand for the Community makes use of community influencers as its on-ground promotional efforts
• Unilever Platinum Stores Building a Brand for the Community identifies strong and confident individuals to be brand ambassadors in their communities
• Unilever Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community also makes use of out of house hoardings
• Hoardings increase visibility for Unilever Platinum Stores Building a Brand for the Community and also work towards building stronger brand recall
• Unilever Platinum Stores Building a Brand for the Community also produces TV advertisements
• All TV advertisements have an emotional appeal to them
• TV advertisements by Unilever Platinum Stores Building a Brand for the Community have progressed to include a slice of life elements and characteristics
• TV advertisements by Unilever Platinum Stores Building a Brand for the Community also highlight the functional benefits of the product

2.5. People

The marketing mix of Unilever Platinum Stores Building a Brand for the Community also places an essential focus on people development and people building. This is because Unilever Platinum Stores Building a Brand for the Community realizes the importance of employees in building strong customer relationships. Unilever Platinum Stores Building a Brand for the Community develops its employee and people by focusing on the following aspects:

2.5.1. Training

• Unilever Platinum Stores Building a Brand for the Community makes sure that all employees undergo regular training sessions for skill development and enhancement
• Trainings at Unilever Platinum Stores Building a Brand for the Community are not the only field related, but also focus on essential management and organizational skills
• Training sessions and activities at Unilever Platinum Stores Building a Brand for the Community also identify with the employee's own needs of progression, development and growth
• All training sessions and activities designed and carried out by Unilever Platinum Stores Building a Brand for the Community take into consideration business goals and objectives, as well as employee's personal goals and aspirations
• Unilever Platinum Stores Building a Brand for the Community, 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 Platinum Stores Building a Brand for the Community works on strengthening the organizational commitment in its employees
• Unilever Platinum Stores Building a Brand for the Community builds employee loyalty so that people can reflect their optimal best at work
• Unilever Platinum Stores Building a Brand for the Community also understands that satisfied employees will lead to happy and satisfied customers
• Unilever Platinum Stores Building a Brand for the Community regularly shares different reward programs for employees, including stock sharing, so that their organizational commitment and ownership is enhanced
• Unilever Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community employees are the face of the organization
• Unilever Platinum Stores Building a Brand for the Community are motivated through the exciting and creative organizational culture
• Employees are also motivated through different reward programs and bonuses that Unilever Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community remains one of the leading players in the industry also because of its focus on succession planning
• Unilever Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community
• Strategic succession planning has allowed Unilever Platinum Stores Building a Brand for the Community to be prepared for different challenges, and also be resourceful enough to deflect them

2.6. Process

Unilever Platinum Stores Building a Brand for the Community has organized and systematic processes in place to make sure that the business experiences consistent growth.

2.6.1. Operations

• All operations at Unilever Platinum Stores Building a Brand for the Community are clearly defined and communicated to the employees
• Unilever Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community

2.6.2. People Management

• Unilever Platinum Stores Building a Brand for the Community has also defined clear processes for people management through streamlining its human resource management department
• Unilever Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community to keep its workforce motivated and happy – which reflects in satisfied customers

2.6.3. Quality maintenance

• Unilever Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community as it works towards influencing the consumers in favor of the brand and its offerings. The physical evidence for Unilever Platinum Stores Building a Brand for the Community include:

2.7.1. Store atmosphere

• The store design and management for Unilever Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community at ease
• The store design is also important for Unilever Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community has unique packaging, which is different from other players in the industry
• Unilever Platinum Stores Building a Brand for the Community 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 Platinum Stores Building a Brand for the Community
• The packaging of the products is sophisticatedly done and matches the brand image developed and maintained by Unilever Platinum Stores Building a Brand for the Community

2.7.3. Website design

• The website design is simple and easy to use
• Unilever Platinum Stores Building a Brand for the Community has a customer friendly user interface which allows easy navigation and understanding of its various product offerings
• The corporate website of Unilever Platinum Stores Building a Brand for the Community 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