Marketing Communication Case Study

The target market for the company is individuals who are seeking pleasure, or rather, customers who are ambitious, independent, and spontaneous. The key goal of the customers is to let go of the old responsibilities and seek more pleasure. They only want to live happy regardless of the many commitments and responsibilities. During campaigns, the company created awareness about new varieties and also modification and this translated to a greater inflow of customers. The slogan of the company encouraged people to let go or forget embarrassments and enjoy their life. In order to ensure their satisfaction, Unilever has come up with different strategies for improving the product. For instance, they have organized regular research with an aim of determining the different needs and expectations of the customers.

When their needs are met, they tend to increase their loyalty and also demand. They also contribute to the improvement of the brand's name due to the fact that they will always share positive comments about it. Through research, the company is also in a position to detect market changes such as a change in taste and preference, change in price, and even the emergence of new technology. Secondly, the company has been incurring a higher cost of advertisements and marketing. This has led to an increase in the final cost thus reducing profitability. The desire of every firm is to increase revenue and reduce cost so as to increase growth and profitability. However, marketing is inevitable due to the fact that it increases the market for products.

Without advertisements, customers will never know the existence of goods and will also not be aware of any modifications. Based on the case study, the product is consumed by people who want to forget their responsibilities and disappointments. This means the target market comprises of the busy and working individuals. The rich in the community are very few implying the small size of the company’s market. To increase the customer base and market share, the management should come up with a way to change the purpose of the product in order to incorporate almost everyone in the society. The unemployment rate in many countries is too high and this has a huge impact on the customer’s income. Only the financially stable or employed persons will afford such luxuries.

In terms of gender, women are the main customers of the company. The society believes that ice-creams are meant for women and children but not men. Political factors- businesses all over the world are affected by political factors such as government policies and tax laws. Some policies which are formulated by the government to guide economic operations are too strict and have a huge negative impact on performance. They have been interacting with customers at a personal level and also on social media platforms like Facebook and Instagram with an aim of understanding their demands. Secondly, they have been listening and responding to the concerns and complaints of customers so as to improve their satisfaction. When a company responds to the concerns of clients, they feel respected and valued and this can increase their loyalty.

Instant responses can also be motivating and can increase the rate of customer inflow which is responsible for high customer base and market share. During campaigns and marketing, the company has been using celebrities who are part of the target market so as to draw the attention of the customers. For instance, every company will strive to attain the best and modern technology and production techniques. Even though the strategy is meant for competition, the long-term outcome increases the performance of the business. The negative outcome of competition is a reduction in revenue and profitability. There are several harmful strategies which are implemented for the betterment of the customer and not the company. For instance, charge too low prices will reduce the revenue of the company.

If the process is well-conducted, the message will be received my large number of people and the outcome will be positive. Customers, both existing and potential, will strive to acquire it. If the quality is good, customers will increase and their loyalty will also be enhanced. The other objective is to increase the target market for the product. Since it is meant to restore happiness and pleasure, the company will try to communicate the benefits of the ice cream by highlighting different consequences of disappointments and discouragement. This is because customers will always be attracted by what they see or hear. They will purchase products from a company whose advertisement is persuasive and convincing or whose advertisements appear regularly on social media.

Magnum used Facebook and Instagram because they are the platforms with the largest number of active users (Kutthakaphan & Chokesamritpol, 2013). If all these people get information about the product, the size of the market is likely to increase. Through the platforms, the company can also communicate directly with customers and they will be able to address their concerns and complaints. The commonly used tool is informational videos where the company uploaded some videos on Instagram and YouTube for customers to watch. These videos described the benefits of the product produced by the Unilever Company. Just like other forms of advertisements, videos were very effective in marketing because they help clients to know the new products on the market (Hasan, 2015). The benefit of promotional items in business marketing is that they provide full information about a company and its products.

Social media was the main tool used by Unilever Company during advertisements and marketing. In 2017 new flavors of the Double Coconut and Double Raspberry were introduced to enhance client satisfaction. Cultural Issues The cultural issue portrayed in this case study is gender and in particular the role of women in advertisements. Unilever used beautiful women during their advertisements and campaigns with an aim of drawing the attention of the customers. However, the majority of these customers are women and, therefore, using their fellow women will make them more confident when purchasing the product. The beautiful women, red carpet, and expensive boats that were used as background during festivals portrayed the exclusive premium brand of ice cream that is needed by pleasure-seekers.

To be able to enhance the culture, recruitment of employees is done on merit and without discrimination. Having the best employees especially those interacting with the employees improves the company’s and brand’s image. CRM Policies and Processes In the Unilever Company, there are CRM (customer relationship management) policies and processes. For instance, they prioritize the needs of the customers and those of employees since they are the key determinants of success. With demotivated and unhappy employees and customers, the probability of the business to fail is too high. Relationship Marketing In the Unilever Company, there is evidence of relationship marketing. The company has been forming long-term relationships with its customers through a number of strategies such as communication, provision of quality and affordable products, and also regular marketing (Do, 2016).

Unlike other organizations, the company does not focus on a one-time sale. As a result of this, the loyalty of the customers has been improved. Based on studies, a good number of customers leave a company not because they don’t like the products but due to the fact that they were frustrated with the customer services. They led to the increase in total sales and performance of the business. The profitability of the organization also increased. During its operations, appropriate media, tools, and messages were used. For instance, they used social media platforms such as Facebook and Instagram during marketing. This strategy was very effective because almost all of their clients have access to the internet and smartphones. However, reduced sales was an indication that the services of the customers were not good and the company had a duty to improve them so as to enhance satisfaction.