Unilevers marketing mix in the romanian market

Zafiu George

In the first chapter of the marketing-mix I talked about the important

components of marketing activity in the organization, I synthesized the main
theoretical concepts embodied in the marketing mix, namely pricing policy,
product placement and promotion. I also made a brief history of their evolution
in literature, and how these concepts were discussed by various authors.
At the same time, some classifications have been made exactly as they are found
in the work of specialists.
Chapter II The activity SC Unilever Romania SA-strong competitor in the
market of consumer goods in Romania, will present general information about
the firm, namely, a short history, the company address in Romania and the main
products offered.
In this chapter I will analyze the main economic indicators, according to the
data registered by the Ministry of Finance. As far as indicators, I opted for
turnover, income, expenses and profit level recorded. In this chapter I will
synthesize and main features of the target audience targeted by Unilever
Romania.
Chapter III contains a case study, namely marketing mix analysis at Unilever
Romania.
In the subchapter Policy, I will write the important companies that are included
in Unilevers portfolio and performed a brief description.

Next section will present the main criteria according to which Unilever
establishes its prices sales. An important role in this context has the places where
products are made, and thus, whether they are imported or not.
In the distribution policy I will list the main agents involved.
And finally, in subsection promotion policy I will present the main ways in
which Unilever draws its audience.

A suggestive definition of marketing is rendered by Philip Kotler, namely

"Marketing is a social and managerial process by which groups or individuals
get what they need and want through creating and exchanging products or values
with other groups and individuals"
Marketing wouldnt work without the marketing mix. This is a sum of
elements, consisting of the 4 Ps (promotion, placement, product and price). The
product must be the focus, whereas all other components are developed around
it, obviously, each having a particular importance on the role which is attributed
to them .Also between these elements there must be a harmony that can ensure
maximum efficiency.
The components of the marketing mix, consisting of the "4P" are also divided
into several categories that are named "submixes" product, price, distribution
and promotion which are presented in detail in the thesis.

Product:
The product is also defined as "everything a seller gives a buyer in exchange."
Another opinion is that the product represents everything the company sells or
proposes (in the case of services) to clients.
Product Policy is divided into three categories, namely product policy in the
strict sense, politics assortment and service and warranty policy. These
components are in a relationship of interdependence, product policy being
represented by all the decisions that are driven by them.
Price
Price is regarded as "the element of the marketing mix that generates profit."
The price is the mechanism that ensures balance of both supply and demand
forces. In other words, if demand is higher than supply then the price will
increase to the point where the demand volume of the people willing and are
able to pay that price is equal to the volume stock.
Making profit and ensuring cost recovery strategy is the fundamental objective
of price. It is classified in terms of time, namely: short term, medium term and
long term. Price strategies are subject to risks that is why there

are two

alternatives: high price strategy and market penetration price strategy.

Distribution
According to Virgil Balaure, distribution concept refers to "route" the products
make in order for them to reach th final consumers. The distribution channel
represents all producers, intermediaries and consumers.
Distribution channels is characterized by several items related to the channel
length, channel width, and depth:

 Length refers to the number of intermediate levels that a product goes

through .They can be direct channels (when there is no intermediate
levels, and the product is delivered directly from the producer to the
consumer), and channel intermediaries.
Channel width refers to the number of units that provide product
distribution.
Depth concerns the actual distance between distributor and consumer
items

Distribution policy has an important role in developing the concept of the

marketing mix, because if it is "well managed it can be a source of competitive
advantage over the competition.
Promotion
For a company to be successful on the market is not sufficient that only three
elements of the marketing mix, mentioned earlier, are properly implemented
.The public needs to know what the company has to offer therefore the
promotion policy is the way which the company notifies prospective consumers
on products offered and the benefits conferred by them.
The components of the promotional mix differ from author to author. For
example, Philip Kotler believes that it encompasses five elements: advertising,
direct advertising, sales promotion, public relations, personal selling. For J.C.
Dragan and MC Demetrescu, promotional mix contains only four concepts:
commercial advertising, specialized activities to promote sales, public relations
and advertising claims, personal selling.
Using the indicators explained above, the last chapter of my thesis will consist
of applying those terms in the Unileverss marketing strategy. I will take into

consideration the data I will gather about Unilever and tell all the companies that
are in their portfolio, as well as a brief description of all of them.
I will also present some advertising strategies they use for their clients and the
distribution routes they take for each of the biggest clients.
In the final part of the 3rd chapter I will compare prices and how they reach to
those prices and how they attract their target audience.