A study of the impact of the sustainable market orientation on brand identity; A case study to Unilever, UK

Harvard, 12000 Words


The report has been prepared on critically analysing the impact of sustainable marketing strategy on brand identity of Unilever, UK. It is very much known that today’s marketing strategy should be developed by the preference of customers. As brand means trust so people love to pick the brand which is very much trust worthy. Unilever is one of the best brands in UK but they need to apply some strategic marketing practise to gain the customer loyalty and increase the retention rate. Through the report I have discussed and showed several points and factors regarding to sustainable marketing strategy of Unilever to make their brand recognised. I have also discussed the promotional plans that would attract the people very much. Most importantly I have mentioned some digital marketing techniques to catch the customers’ lifetime value.

Keywords: Marketing Strategy, Digital Marketing, Brand Awareness, Brand Identity













Table of Contents




Table of Contents


1.1        Introduction:

1.2        Background of Unilever:

1.3        Rationale of the Study

1.4        Research Aim and Objectives

1.5        Research Questions

Chapter-2: Literature Review

2.1 Sustainability and Sustainable Marketing

2.2 Brand image and Sustainability

2.3 Sustainable Marketing and Ecological Balance

2.4 Sustainable Marketing Mix

2.5 Competitor objectives

2.6 Conceptual Framework

Chapter-3: Research Methodology

3.1 Research Philosophy

3.1.1 Justification of research philosophy

3.2Research Approach

3.2.1Justification of research approach

3.3 Type of Research

3.4Research Methods

3.4.1 Justification of research method

3.5Data Collection Techniques

3.5.1Primary Data Collection of primary data collection

3.5.2Secondary Data Collection of secondary data collection

3.6 Sampling Technique

3.7Data Analysis

3.8Accessibility Issues

3.9Research Reliability and Validity

3.10Ethical Issues

3.11Research Limitations

Time Budget of the Research

Chapter 4: Analysis and Findings

4.1Analysis and Findings

Demographic Information of the Clients:

4.2Cronbach’s Alpha Test of Reliability:

4.3Data Analysis & Discussion

Chapter 5: Conclusion and Recommendation


5.1.1 Objective 1: To comprehend practical marketing procedure of Unilever

5.1.2 Objective 2: To investigate maintainable creation capacity for promoting technique

5.1.3 Objective 3: To assess manageable marketing technique of Unilever in creating brand personality.

5.1.4 Objective 4: To suggest option procedure for manageable marketing of Unilever



Appendix – A: Blank Questionnaire

Appendix – B: Qualitative PRA Questions

1.6        Appendix