MARKETING COMMUNICATION AT UNILEVER

Integrated Marketing Communication Plan

Introduction1

Discussion2

Brief Over-View of the Organization2

4 C's of Unilever3

Customer3

Cost3

Convenience3

Communication4

Integrated Marketing Communication Strategies of Unilever4

Advertising5

Direct Marketing5

Sales Promotion5

Personal Selling6

Public Relation6

Integrated Marketing Communication Objectives of Unilever7

Increase the Awareness of Consumers7

Changes Attitudes of People towards the Brand7

Influence Intent of Purchase8

Brand Loyalty8

Appropriate Marketing Communications Strategies of Unilever8

Push Strategy9

Pull strategy9

Marketing Communication Plan for Unilever9

Message10

Strategy for Marketing10

Advertising through Print Media10

Outdoor Advertising11

Advertising through Internet11

Direct Marketing Strategy11

Advertising through PR12

Sales Promotion Strategy12

Other Materials12

Recommendations13

Evaluation Plan14

Online Surveys14

Incentive-Based Surveys14

Focus Group14

Feedbacks15

Referral Incentives15

Marketing Communication Objectives15

Contingency Plan15

Evaluation and Control16

Budget and Timescale16

Conclusion16

References18

Integrated Marketing Communication Plan

Introduction

Integrated marketing communication is considered as one of the greatest ways of developing and advancing the businesses procedures. The integrating marketing communication significantly helps the marketers to fulfill the demands and requirements of the consumers by maintaining and creating long lasting relationships. It is often observed that the marketers or organizations uses different ways of promotion in order to develop and maintain the loyalty with their consumers, in order to retain their position in today's competitive market. Integrated marketing communication develops a sole and unified voice of the organization (Fill, 2002, pp. 222-224). The integrated marketing communication aims to inform their consumers about their services and newly launched products in order to fulfill the requirements of the consumers. Therefore, the integrated marketing communication (IMC) may greatly help the organizations in developing and maintain the long term relationships with the consumers by utilizing the two way communication. This two way communication may also allow the organizations to bring innovations and improvements in their products and services by analyzing the feedback of the customers (Doole & Lowe, 2008, pp. 64-66). The proceeding incorporates the integrated marketing communication plan for the Unilever. In this plan the SOSTAC framework (situation analysis, objectives, strategies, tactics, action and control) is used to create a plan. Furthermore, the marketing communication strategies of Unilever and their objectives are also incorporated in this study.

Discussion

Integrated marketing communication is one of the most effective and the most efficient strategies of the businesses and organization to develop and maintain their reputation in the targeted market while ensuring the customer satisfaction. The main purpose of the marketing communication is to efficiently inform the consumers about the values and benefits of the products and services of the organization. This may greatly enhance and improve their reputation by changing the buying behavior of the consumers. This study is based on the integrated marketing communication plans and the marketing communication strategies of Unilever.

Brief Over-View of the Organization

Unilever is considered as one of the greatest multinational organizations of consumer's goods, which is situated in London, United Kingdom. The organization owns approximately four hundred different brands. Unilever is considered as the world's 3rd biggest consumer goods organization according to the reports of 2011, (after Nestle and Procter & Gamble). The organization always aims to fulfill the needs and demands of their consumers, in order to retain their reputation in the targeted market (Fill, 2002, pp. 222-224). In this scenario, they develop and implement effective and appropriate integrated marketing communication strategies, in order to ...