The marketing communications methods that the pure leaf lemon ice tea by Unilever Canada company use
Marketing communication methods are known as the ways in which an organization uses to communicate to the customers about its products or services (Camilleri, 2018). Unilever Canada is a branch of Unilever Global Company that has more than 400 brands in over 190 countries all over the world. Pure Leaf Iced Tea is one of the products that Unilever Canada sells and it has different methods that it uses to communicate about the product to the customers. The company uses many marketing communication methods with the aim of attracting as many customers as possible. The first marketing communication method is advertising.
Advertising is the placement of articles or content on the available media with the aim of reaching as many customers as possible (Sozinova & Fokina, 2015). Pure Leaf Iced Tea is advertised in different ways. The common way is through the mass media, and this includes the television advertisements. The company has placed some advertisements on the television with the aim of reaching all Canadians. The method of using the media is the primary method for Unilever to communicate to its customers about some of its products. This method of communicating with the customers about the product of the company is effective because a bigger percentage of the population in Canada has televisions at home. In this method of communication, the company tells the customers about the benefits of the product, its price, and the exact location to find the product (Camilleri, 2018). Therefore, it is apparent that many customers are reached through this method of communication.
The second method of communication that Unilever uses to communicate to its customers about its products is sales promotion. Sales promotion is a strategy that has proved to be effective, and this is because the method encourages the interactions of the customers and the sales teams (Sozinova & Fokina, 2015). The company plans for events where it avails its teams on the ground as well as its products. After doing so, the company sells the products to the customers. In sales promotions, the effectiveness of the method is promoted in two different ways. The company sells the products at a relatively lower price, or it offers additional products at no cost. Second, the company offers more information to the customers about its products and this affects the decision-making process of the customers. In most cases, the sales promotions are done in or outside supermarkets that sell the products of Unilever. Therefore, this method is used to tell the customers about the benefits of the product and the next place they can get the product when the current supply runs out (Sozinova & Fokina, 2015). The method is effective because it brings the customers and the company together thus encouraging them to buy more of the products from the company.
The third method that Unilever Canada uses to communicate to its customers about Pure Leaf Iced Tea is through the employment of a direct marketing strategy. In direct marketing, an organization uses different forms of media to reach customers (Valos, Haji Habibi, Casidy, Driesener, & Maplestone, 2016). Unilever Canada has a Twitter Account and an active website that help the company to communicate to the customers about the products. On the Twitter Account, the company tells the customers about all its products and other signs of progress that it makes. On the website, the company shows its businesses, location, and contacts. The information helps the customers to access the company and its products, and that is why the method is effective (Luxton, Reid, & Mavondo, 2015). At the same time, the world has advanced technologically and therefore reaching people on social media and the internet is a wise decision to make.
Camilleri, M. A. (2018). Integrated Marketing Communications. In Travel Marketing, Tourism Economics and the Airline Product (pp. 85-103). Springer, Cham.
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), 37-46.
Sozinova, A. A., & Fokina, O. V. (2015). Special aspects of studying the internet as a marketing communication channel of the service industry. Mediterranean Journal of Social Sciences, 6(4), 139.
Valos, M. J., Haji Habibi, F., Casidy, R., Driesener, C. B., & Maplestone, V. L. (2016). Exploring the integration of social media within integrated marketing communication frameworks: Perspectives of services marketers. Marketing Intelligence & Planning, 34(1), 19-40.