Sustainable Marketing Plan for Unilever Australasia (Case Study Sample)

Sustainable Marketing Plan for Unilever Australasia
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Sustainable Marketing Plan for Unilever Australasia
Introduction
With more than four hundred brands, Unilever Australasia focuses on the general wellbeing and health of the people of Australia. According to the Unilever website (2015), the Company has the aim of creating products that keep pace with the current changes of people’s lifestyles and ensuring sustainability of good living. The company produces products ranging from nutritionally balanced foods to indulgent ice creams, soaps at a reasonable price, luxurious shampoos and other household care products. The major concern of the company is holding a responsibility to their esteemed customers and the communities in which they are present. The company is developing different skills in people both locally and around the world (Unilever 2015).
Triple Bottom Line Analysis
For any given company, sustainability has been an often mentioned goal. Unilever Australasia’s interest in the triple bottom line accounting has been growing in the profit making of the organization. The company has adapted the TBL sustainability framework to evaluate its performance. It has been done by focusing on the comprehensive investment results with regards to the performance of the company along dimensions of profit people and the planet. Such a tool has been important in sustaining the different goals of the company.
Profits
According to (Lozanova 2015), profits have to be sacrificed to help people and the planet. Unilever Australasia in particular ensures sustainability by shaping its actions and the methods it uses to communicate to its brand. With this the company has been able to meet up to two billion customers annually who have managed to save a total of €200 million annually and at the same time creating over one thousand jobs. The profits are from the drip irrigation projects for the soybean farmers. By the year 2014, the company has been able to generate total revenue of $1,660,122,000 which include sales as well as other revenues (Unilever 2015). With this figures, it is clear that the company is performing well and is able to achieve the designed goals and objectives easily.
Planet
The company progress proves that the brands can be the major catalysts behind a bid to improve the lives of people, healing the planet and boosting its profits. Internally, the marketing plan strategy has had the major role of engaging the company’s employees, the clientele and the management as well towards better profitability. With this plan, the company has managed to inspire a greater sense of resourcefulness, empowerment and creativity in the company workforce. Therefore, the organization performance has been net positive since the company’s portfolio has been able to offer opportunities for a much deeper and more meaningful as well as positive impact on both the people and the planet. The company has been able to educate over seven million customers about the ethical ingredients. The company has played a major role in teaching on the general health habits that Unilever Australasia insists will be able to save millions of lives. The company has also certifies farmers so that they may be able to grow crops to be used in sustainability.
People
Unilever Australasia as a company has managed to reach up to two billion consumers on a yearly basis. There are over 172,000 employees working in all the branches of the company across Australia and over 76,000 suppliers. With this is a huge responsibility of the company, there has been an enormous local and global impact on the people living both outside and within the country. With this figures, it clearly shows the company is performing well on the global scale. In the present volatile world, there is a growing inequality from the rising population. Therefore, developmental challenges and climate changes has made the company adapt well for the benefits of the people it serves. The major plan was to adapt the transformational approach across the whole value chain for the company to continue growing.
Company Stakeholder Analysis
The external management of Unilever Australasia is not confined to the senior management only but to all the managers who have an outside facing element. The management therefore has the duty to communicate with the present stakeholders. The stakeholders form images of the company as a result of what is being said, the impact of what is being said about the company and how it is being said. The key stakeholders typically come from the inside of Unilever Australasia and there are those who have put in contributions to the day to day activities of the company. The major stakeholders in Unilever Australasia are the government and other intergovernmental organizations such as Oxfam and save the children. Customers, suppliers and investors are also the other stakeholders of the company. The intergovernmental stakeholders have the duty of creating a supportive environment for business and facing any challises with the aim of strengthening sustainability. The government on the other hand has the duty of actively protecting the reputation of the company by implementing a sustainable living plan that enables the company to take position in the world’s most sustainable business. Therefore, it ...