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Kimani G.
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case study
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  1. Introduction
  2. Unilever Company and Proctor and Gamble
  3. Justification for Drastic Actions
  4. Marketing Tools of Analysis
  5. Information for Research
  6. Strategic Marketing Choices
  7. Conclusion

This study analyses the marketing strategies of two multinational companies: Proctor and Gamble and Unilever. Proctor and Gamble has been in the global market for a long time and its products are sold to millions of people globally.

The company started as a privately owned business but it quickly grew into a publicly owned company with millions of shares floated in the New York and Paris stock markets. The company deals in the sales of more than 300, high quality branded products to several consumers worldwide, with the aim of improving their lives (Peng 219). Some of these products are: ?Braun, Gillette, Old Spice, Lacoste, Hugo Boss, Max Factor, Pringles, Olay, Fairy, Ariel, Daz, Bold and Duracell batteries and IAMS dog food? (Peng 219). Though Proctor and Gamble is centrally located in the US, its operations span more than 180 countries, with an employee base of more than 135,000 people (Peng 219).

Unilever Company almost shares the same profile with Proctor and Gamble because it deals in the production and sales of several products worldwide. The company started in the 1890s when its founder William Hesketh Lever developed several products to improve hygiene in the household environment (Peng 219).

[...] Some of these marketing tools include PEST, SWOT, and Boston consulting group matrix. These marketing tools are further analyzed below: PEST analysis would analyze the political, economic, social and technological forces of the market, as part of the wider macro-economical framework of analysis for the development of sound marketing mix strategies (Young 204). These marketing tools would be used to analyze the marketing potential for growth; business position and the potential and direction to be undertaken by company management in sustaining existing products, or in introducing new products in the markets. [...]


[...] Such information would be useful when using the marketing tools to determine the branding strategy. Task Strategic Marketing Choices The strategic marketing choices for both Unilever and Proctor and Gamble have been to focus on their strongest brand by re-launching the products (for Proctor and gamble for example) and fuelling the growth of their highest growing products (for Unilever for example). Since both companies have refocused their energies on the re-assertion of their soap brands, Unilever seems to be in favor of a market growth strategy, where it seeks to secure the future of its products through supporting its highest growing brand. [...]


[...] Often, companies produce products which complement their company goals but in the same respect, companies often review their goals and objectives to be in line with the business environment (Stuff4Beauty 1). This means that companies are often subject to changing strategies and this change warrants a change in product strategies as well. This is one reason why Unilever and Proctor and gamble may find the strategy of reducing their product portfolios useful. This means that the companies will eliminate brands which do not complement new business strategies because they will act contrary to the realization of organizational goals. [...]


[...] In this regard, several pieces of information ought to be pooled together to come up with the right marketing and brand mixes to be adopted by the companies. One major piece of information I would need to come up with the right decision making framework about the products in question would be the function and purpose of the products (BBC 2). The function and purpose of the product will almost always be augmented with the business or company objectives because products designed by companies are often developed so that they complement the company's goals. [...]


[...] The move to reduce their product portfolios is however supported by this study, based on the fact that, the companies would be seeking to gain a lot, from making their business processes leaner. However, for this strategy to be a success there ought to be favorable utilization of several marketing tools. Comprehensively, this dynamics define Unilever and Proctor and Gamble's marketing strategies. Works Cited BBC. Product Analysis and Design. Nd July Peng, Mike. Global Strategy. [...]

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