论文代写：联合利华营销战略
联合利华，在全球市场上的许多其他主要参与者，都有自己的营销原则和方法，直到真正的美容运动到来。该公司遵循传统的营销理念，必须依靠市场中的目标细分市场、流行的定价方法、促销和大众媒体传播。然而，竞争的加剧使得所有这些过程都是通用的，对消费者没有吸引力，这进一步导致了市场停滞不前(DuBrin,2013)。在这种情况下，联合利华想要绕道而行，制定一个创新的计划来对抗这种情况。作为联合利华的化妆品和化妆品品牌之一，多芬被选为一项公益营销活动。在许多情况下，公益营销的定义被认为类似于慈善活动。事实上，相关的营销策略暗示了联合利华品牌战略新时代的到来。人们知道一个品牌，喜欢它不仅是因为它的产品和服务的特点和好处。除了利益，品牌还必须与消费者建立即时联系，这可以通过CRM实现。坚持传统的营销理念有利于组织处理那些永远不能被修改或改变的产品，如水泥、书籍、水等。但随着化妆品的使用，竞争的力量，新的修改和产品的变化都是为了让消费者在竞争对手之前获得更多的消费者(Desmond,2003)。化妆品制造商总是推出新功能，以优于同类产品。如果化妆品产品不能达到消费者的期望，产品就很难忍受市场竞争的愤怒。建立一个庞大的消费者群体并不会发生在光鲜的广告或响亮的声明中。品牌只有在为消费者提供独特的价值时才会建立。随着市场营销策略的急剧改善，加上真正的美容运动的引入，联合利华为重新考虑品牌战略提供了一个完美的例子(Borkowski,2015)。
论文代写：联合利华营销战略
Unilever, alike many other major players in the global market, has had its own set of marketing principles and methods until the campaign for real beauty arrived. The company followed traditional concepts of marketing and must have relied on target segments in the market, prevalent pricing methods, promotions and mass media communication. However, the increase in competition made all these processes generic and unappealing to consumers which further resulted in a stagnant market (DuBrin, 2013). In such times, Unilever thought of taking a detour and devising an innovative plan to counter the situation. One of the cosmetic and toiletry products brand of Unilever, Dove was selected for a cause related marketing campaign. In many cases, the definition of cause related marketing was considered similar to a philanthropic activity. Actually, cause related marketing strategy implied the dawn of a new era of branding strategy for Unilever. People know a brand and adore it not only for the features and benefits of its products and services. In addition to benefits, a brand must also strike an instant connection with the consumers and that can be achieved by a CRM. Sticking to traditional marketing concepts is good for organizations to deal with products which can never be modified or changed, such as the cement, books, water, etc. But with cosmetic products, the competition forces, new modifications and changes in products are for gaining consumers ahead of competitors (Desmond, 2003). Cosmetic product manufacturers always introduce newer features in order to be superior to peers. If a cosmetic product fails to stand up to the expectations of consumers, it becomes difficult for the product to stand the ire of market competition. Building up a huge consumer base doesn’t happen with glossy advertisements or loud claims. A brand is built only when it offers a unique value for money of the consumers. With a drastic improvement in marketing strategy followed by the introduction of the campaign for real beauty, Unilever served a perfect example of rethinking branding strategy (Borkowski, 2015).
