Promotional mix in unileve

1. PROMOTIONAL MIX IN
UNILEVER
Unilever uses its promotional mix through the following steps:
 ADVERTISING
 PERSONNEL SELLING
 SALES PROMOTION
 PUBLIC RELATIONS
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2. ADVERTISING:
 Presentation and promotion of ideas, goods, or
services by an identified sponsor.
 Examples: Print ads, radio, television, billboard,
direct mail, brochures and catalogs, signs, in-store
displays, posters, motion pictures, Web pages,
banner ads, and emails.
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5. Media strategy
Press media
PRINT ADVERTISING
 The print media have always been a popular advertising medium.
Advertising products via newspapers or magazines is a common
practice.
 The print media also offers options like promotional brochures and fliers
for advertising purposes.
 Unilever Nepal also very much involved in making the presence in
consumers mind by print advertisements.
 Unilever is using almost all methods to capture the consumer’s attraction.
Some are listed below
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7. Media strategy
Press media
News Papers:
 Unilever always go on top in ranking when it comes to deliver the
message effectively to the consumer.
 They use very handy tool “Newspaper” to deliver their message
for promotion their product or introducing new one in the market.
That would help in increasing the awareness of product ad also
makes the sales healthier.
 Unilever use many of the brands to advertise in newspapers like,
Himalayan times, Kantipur,etc . Etc.
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9. Media strategy
Press media
Magazines:
 Unilever is also using that tool to exchange the information
about the product to the consumers.
 It is quite obvious thing that people do read the magazines. And
goo advertisement can attract them.
 Unilever Nepal by keeping the target audience in mind actually
targets Females more.
 As house hold products are more rottenly used by females.
They advertise in “Saptahik, Saptahik Nepal, Himal
Southasian, New Business Age, Business 360
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11. Media strategy
Press media
Television/Radio:
 TV commercials are the most affective and easy way to deliver
your message to others.
 Unilever advertise through Broadcast media very aggressively.
 Every new product advertised on TV screen and Radio, to make
people aware of product and build the relationship amongst the
product and the people.
 Unilever approaches almost all TV channels for advertising. For
example “ABC,News24,Kantipur,Tv Today, Image and many
more
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13. Media strategy
Press media
Internet:
 Unilever use internet to advertise. And targets the audience
through different well known and well established websites.
 They place the Banner Ads aside the page or at Top of the
page. They are also using Social Networking sites to be in
touch with their consumers all the time. Like Facebook,
tweeter, Instagram, Orkut, YouTube etc.
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15. Media strategy
Outdoor
 Posters and wall paintings
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16. Media strategy
Outdoor
Hoardings
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18. • Focuses on Women
o. Of Age Group 18+
o. Using beauty products.
o. Of upper-middle class.
Using
.Ordinary Soaps/Shower Gels.
.Other BodyWashes.
.After shower moisturizers.
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19. Public Relations
For strengthening itself in relationship markets WALL’S is not only going for
customer satisfaction but also stressing upon building strong public relations.
 Customers
Price discounts
Quantity discounts
 Distributors
Shares 50% of the distributors' expenses
Off season discounts: 5%
 Retailers
Free freezers to retailers
Investment on each retailer: Rs. 22,000
Free freezers’ maintenance
 Street Vendors
Free Trikes
To strengthen its relationship with the various public and customers WALL’s
sponsors an Art exhibition.
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20. PERSONNEL SELLING:
 Process of helping and persuading one or more prospects
to purchase a good or service or to act on any idea through
the use of an oral presentation.
 Examples: Sales presentations, sales meetings, sales
training and incentive programs for intermediary
salespeople, samples, and telemarketing.
 Can be face-to-face or via telephone.
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21.  A direct Vendor Selling Activity was coordinated and
carried out during the summer months of June, July, and
August 1999 in Lahore.
 A team of vendors, clad in branded T-shirts, caps and
jackets, sold chilled 0.5 liter bottles to travelling customers on
all major intersections.
 The brand got great mileage out of this innovative idea of
personal selling in terms of brand awareness, paid trial, image
as well as real sales.
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22. SALES PROMOTION:
WALL’S has been going a number of sales promotion activities like
the:
 1- Cycling System:

 WALL’S started its cycling system for awareness but after that its
task was modified into doing sales promotions for the company.
And also cycling system has proved excellent in terms of sales
and promotion.

 2- Discount Coupons:

 WALL’S launches very low price products for the purpose of
both market expansion and sales promotion. Like Solo for Rs.2
and Liter pack for Rs.45 was also to boost sales.

 3- Discounts and Offerings:

 Wall’s offered 5% discount in off-season.
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23.  4-Free samples:
 Samples of shampoo, washing powder, coffee powder, etc
are provided In stores, markets for free.
 It consist of the same product like original but In lesser
quantity, packaging.
 5-Bonus offer:
 Increase in quantity is called bonus offer for the
consumer, which enables him to purchase more by giving
same amount. Unilever gives many bonuses in its existing
product time by time
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24.  6-Price-off offer:
 Under this offer, products are sold at a price lower than the original
price Rs 2 off on purchase of lifebuoy soap, Rs. 15 off on a pack of 250
grams of Tea, Rs. 1000 off on cooler etc. are some of the common
schemes.
 These schemes are designed to boost up sales in off-season and
sometimes while introducing a new product in the market.
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25. Budgeting
 One of the hardest marketing decisions facing a company is how much to
spend on promotion.
 How des a company decide on its promotion budget:
 WALL’s ice-cream uses Objective-and-Task Method to set its budget for
promotional activities.
 This budgeting method entails
1)defining specific promotion objectives,
2)determining the tasks needed to achieve these objectives, and
3)estimating the cost of performing these tasks. The sum of these costs is
the proposed promotion budget.
 Wall’s determine its specific tasks to achieve its objectives which are
defined by the company’s management, to achieve these objectives
WALL’s estimates the costs of different tasks, which are to be done to
promote its products.
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