Fundamentals

Of Marketing

K A D Vishmini Kavindi – KD/HDBM/CMU/64/24

Nilufa Shabry – KD/HDBM/CMU/64/08
Hariharan Arjun – KD/HDBM/64/13
L.S.R Rathnayaka – KD/HDBM/CMU/64/19
Introduction
2
Unilever
History
• Unilever was established in 1938.
• Food, cosmetics, personal care and
pharmaceuticals were the products.
• Unilever is a global company with operations
in nearly 190 countries.

3
 Unilever’s corporate vision is “to make
sustainable living commonplace. We believe this
is the best long-term way for our business to
grow.” 

Unilever’s corporate mission is “to add vitality to life.

We meet everyday needs for nutrition, hygiene and
personal care with brands that help people feel good,
look good and get more out of life.” 

4
Unilever Core Concepts Of Marketing
Needs

 Meet a consumer’s needs in terms of nutrition , hygiene and personal care with the products

Needs Wants

 Options to satisfy a specific need. They are desire for specific satisfiers to meet specific
need.
Value and
relationships
Wants Demand

 Demand is the want for specific products that are backed by the ability and willingness (may
be readiness) to buy them

Market

 Consumers’ needs and wants are satisfied through market offerings.

Market Demand
Value and Relationships

 Overall capacity of product to satisfy need and want. It is a guiding concept to choose the
product and he practice of building long-term profitable or satisfying relations with key
parties like customers, suppliers, distributors, and others in order to retain their long-term
preference in business.
5
SWOT
Analysis
Of
HUL’S
REXON
A
DEODO
RANT
SWOT ANALSIS OF HUL.
 Same brand in different names
 Association with Unilever
 Wide variety

 Competition from internal brands:

 Scope for diversification

 Competition
 Usage of chemicals

7
PESTLE
Analysis
Of
Unilever
 PESTLE Analysis Of Unilever
• Unilever has regulatory restrictions and guidelines given by the European Commission and
Political
Factors
the Food.

• economic growth/decline, interest, exchange, inflation and wage rates, minimum wage,
Economic
Factors
hours, unemployment (local and national), credit availability, and cost of living. 

• Unilever mainly focuses on improving the health and the well-being of people.
Social Factors

• Unilever keeps producing new products and selling them online in their brand’s locations to
Technological
Factors
various people

• Unilever is subjected to many laws and legalities. They have over 400 brands in food,
Legal Factors health, personal care and many others.

• ensuring to promote sustainable and renewable resources. The materials they use for
Environmental
Factors
packing are eco-friendly.
 Conclusion
 The fundamental concepts and process of marketing as well as internal and external
marketing environment of Unilever have been thoroughly explained in this presentation
with key points.
 References
• UKEssays. November 2018. Marketing mix and strategies of Unilever. [online]. Available from: https://www.ukessays.com/essays/marketing/marketing-
mix-and-strategies-of-unilever-marketing-essay.php?vref=1 [Accessed 3 December 2021].
• Roger M. Pegram, "Selecting and Evaluating Distributors," New York: The Conference Board, Business Policy Study No. 116, 1965, p. 24.
• Louis W. Stem, and Ronald H. Gorman, "Conflict in Distribution Channels: An Exploration," in Distribution Channels: Behavioral Dimensions, ed. Louis
W. Stern, New York: Houghton-Mifflin Co., 1969, p. 156,
• . James L. Heskett, Marketing, New York: Macmillan Publishing Co., Inc., 1976, pp. 265-267.
• Betsy D. Belb, "Discovering the 65+ Consumer," Business Horizons,May-J une 1982, pp. 42-46.
• RonaJd Frank, William Massey, and Yoram Wind, Market Segmentation, Englewood Cliffs, N.J.: Prentice-Hall, 1972.