Unilever mini case
Mini Case Study
Mike Lancaster Tuesday April 22, 2013
Professor Shultz
BUAD 3010-002
Table of Contents 2
Case question & Executive Summary 3
History 5
Situation: Media document company 2015 website 6
Discussion of Alternatives 7
Media Composition 10
Issues Moving Forward 12
Conclusion 14
Case Question
What should Unilever’s Integrated Marketing Communication Goals and Media Strategy be for 2016 – 2020 ?
Executive Summary Unilever is a multi-national consumer goods company. Its products include total wellness from food and drink to personal hygiene and care products. It has won numerous awards, is one of the top three consumer goods companies and is the face of a company which has embellished the new age of digital media. Its products and marketing strategies have become known world-wide because of Unilever's constant dedication and connection to its consumers through the use of combining marketing tactics of the past, present as well as trying to predict the future. Marketers are always concerned with the future. Marketing agencies ask themselves the question of what will consumers want tomorrow and the next day. Always catering to the needs of others can be an incredibly complex endeavor and with the emergence of social and digital media, marketers need to be careful of which tool they use to make consumers aware of their products. To much digital media makes completely saturates the selling of the brand, to little does not combat other strategies from other products and companies with no integration of the old marketing strategies like TV and magazines fails to connect with the roots of marketing communication. Unilever has proven so profoundly that integration of all of these strategies proves to be the new route in connecting with consumers.
Unilever creates something with digital media and backs it up with traditional forms of media and
Mike Lancaster Tuesday April 22, 2013
Professor Shultz
BUAD 3010-002
Table of Contents 2
Case question & Executive Summary 3
History 5
Situation: Media document company 2015 website 6
Discussion of Alternatives 7
Media Composition 10
Issues Moving Forward 12
Conclusion 14
Case Question
What should Unilever’s Integrated Marketing Communication Goals and Media Strategy be for 2016 – 2020 ?
Executive Summary Unilever is a multi-national consumer goods company. Its products include total wellness from food and drink to personal hygiene and care products. It has won numerous awards, is one of the top three consumer goods companies and is the face of a company which has embellished the new age of digital media. Its products and marketing strategies have become known world-wide because of Unilever's constant dedication and connection to its consumers through the use of combining marketing tactics of the past, present as well as trying to predict the future. Marketers are always concerned with the future. Marketing agencies ask themselves the question of what will consumers want tomorrow and the next day. Always catering to the needs of others can be an incredibly complex endeavor and with the emergence of social and digital media, marketers need to be careful of which tool they use to make consumers aware of their products. To much digital media makes completely saturates the selling of the brand, to little does not combat other strategies from other products and companies with no integration of the old marketing strategies like TV and magazines fails to connect with the roots of marketing communication. Unilever has proven so profoundly that integration of all of these strategies proves to be the new route in connecting with consumers.
Unilever creates something with digital media and backs it up with traditional forms of media and