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Marketing 4p for Big Companies

In: Business and Management

Submitted By mszanyi
Words 1111
Pages 5
The four P’s:
The two companies could only became successful and therefore could reach global recognition by the efficient use of the four P’s. Let’s see what the four P’s mean in the case of these firms.
Although toothpaste, shower gel, detergents are convenience goods, (these products are usually bought with little planning) Colgate-Palmolive and Unilever maintain a high level of quality. “Companies choose a quality level that matches target market needs and the quality levels of competing products”(Kotler, Armstrong, Saunders, Wong 1996, p. 551). Quality is not just a feature, but also a core philosophy and all members of the firm, even top management have to be dedicated to quality. Quality refers not only to products but also refers to the manufacturing, which is done without defaults. Quality also means the fact that the firm is involved in improving customer value and maintains the satisfaction of customers and participates in constant R&D (research and development). In the case of Colgate, it is easier to keep the level of quality because the firm’s products are deemed suitable for use and consumers have not complained much about the quality.
Unilever also struggles to maintain quality but is always tarnished by the constant criticism of the Greenpeace. Unilever, which makes the famous Dove product buys palm oil from suppliers who destroy Indonesia’s rainforests. This will result in forest destruction, extinct animals, and climate change. In Unilever’s “sustainable development report index, Unilever is promising to purchase all their palm oil from certified sustainable sources by 2015. By 2015, maybe there will not be any rainforests left, so this statement did not convince me at all. “In May 2008, following a public challenge from Greenpeace, we formalized our commitment to draw all our palm oil from certified sustainable sources by 2015.”...

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