3.1 Introduction
In this section of the investigation, the findings and analysis of data are considered. It can be noted that qualitative findings are stated in the following section of the investigation. It can be noted that a qualitative analysis is stated in the following section. It can be noted that in the findings section of this investigation, the objectives are analyzed and evaluated in the current study. In this case of the investigation, three core objectives are evaluated in this case of the study.
3.2 Findings
3.2.1 Objective 1
Determining the major challenges faced by Unilever in China is the first objective of this study. In order to evaluate the challenges of Unilever in the mentioned region, a number of articles need to be considered. In the views of Cavale (2019), There has been a significant slowdown in the sales of Unilever in China. It is mainly because the government of China supports homegrown brands more than international brands like Unilever. It can be noted that there has been an overall decrease in sales of Unilever in China by more than 3.7% as of the year 2021 (Jevtić and Milovanović, 2023). As mentioned by Gowan et al. (2022), the
government of China has implemented a strict ban on Google-owned social media products such as YouTube, Hangouts and even Google Search to keep their residents' privacy safe (Chandra et al. 2020). In this consideration, reputed social media sites such as Facebook, Twitter and linked in are also banned. As a result of this, the management of Unilever needs to focus on the development of new social media strategies in order to target the consumers. As mentioned by Wang (2022), the management of modern businesses in China, like Unilever, is focused on using the traditional marketing approach. It is mainly due to the lack
of technical help and adequate social media strategies, which are inclined with the social media sites in China. Apart from that, the management of Unilever has faced challenges of low capital brand visibility due to improper technical inclusion in the modern business (Varadarajan et al. 2022). The competitors of Unilever in China are more accustomed to the local or national social media sites used. Hence it provided a better chance for the rival companies of Unilever to rack the consumers in an adequate manner. The other problem faced by the management of Unilever in order to develop strong social media branding is that the Chinese government has strict regulations and censorship policies (Song et al. 2020). As a result of this, the owners of Unilever in China need to ensure compliance with this regulation. Additionally, the company needs to develop a clear and
concise brand voice. As a result, the decision-makers of the mentioned company need to develop a new content strategy which further increases the company's expenses. The considered objective also is useful for understanding the additional problem or challenge of Unilever in China. As per Song et al. (2020), China's data privacy act has been implemented to prevent companies from storing consumers' personal data. Hence the decision makers of the mentioned company need
to focus on restricting their social media strategy and make their marketing algorithms in a fashion which does not store consumer data (Jevtić and Milovanović, 2023). It further increased the operative cost for the mentioned company.
3.2.2 Objective 2
The second objective considered in this investigation relates to the sources required for the consumer awareness problem of Unilever in China. This objective is also met with the help of a number of journals, books and articles. In this context, the decision-makers of Unilever need to focus on sources such as social media platforms, influencers and key opinion leaders, and content marketing. In the views of Song et al. (2020) Social media sites WeChat, Weibo, and Douyin (TikTok), among other Chinese social media sites, are very well-liked and influential. Utilizing these channels will enable Unilever to produce interesting content, communicate product details, and engage with customers directly. Using tools like live streaming, quick videos, and interactive marketing can help raise consumer and brand awareness. Iglesias et al. (2023) say collaboration with key figures in China's digital industry can greatly increase consumer awareness. Unilever is able to work with well-known KOLs or influencers who share their beliefs and have a large fan base in their target market (Monroe, 2023). These influencers can efficiently reach a huge number of potential customers by promoting Unilever's products, sharing their experiences, and making recommendations.
3.2.3 Objective 3
The third objective of this investigation is to evaluate the social media strategies that can be implemented by the decision-makers of Unilever in order to develop a global competitive advantage in marketing. As per Monroe (2023), Unilever actively listens to and engages with its audience on social media. They monitor conversations, comments, and mentions of their brand to gain insights into consumer preferences, needs, and feedback. Unilever responds promptly to customer inquiries, resolves issues, and acknowledges positive feedback, fostering a positive brand image and building customer loyalty. In addition to this, the other social media strategy can be used by spending money on focused web advertising. In order to target particular demographics and raise brand awareness. Unilever can make use of display adverts, search engine marketing (SEM), and social media advertising (Raj, 2023). Using these platforms, they can reach a larger audience with their brand message, product advantages, and promotions. As Bettencourt (2022) mentioned, Unilever's marketing department must concentrate on growing and encouraging happy consumers to share their positive experiences and testimonials, which can raise consumer awareness and establish credibility. Unilever may actively collect and promote customer feedback through its website, social media channels, and independent review websites. Social proof and positive word-of- mouth recommendations are potent tools for raising consumer awareness.
3.3 Discussion and Analysis
Objective 1:
According to the facts mentioned above, branding and social media in China need major help. According to Bettencourt (2022), cultural relevancy and localization of material are essential in China. By taking into account Chinese consumers' tastes, values, and cultural sensitivities, Unilever must ensure that its branding and advertising initiatives are effective. According to Sarbazvatan (2022), failing to adjust to regional tastes might cause a disconnect and reduce the efficacy of their social media initiatives. Quickly disseminating information on social media can enhance opinions about a brand, whether favourable or unfavourable. Unilever
needs to actively maintain and monitor its internet reputation, responding to customer comments immediately and minimizing any unfavourable events or controversies (Ng et al., 2023). As Setiyarini et al. (2022) mention, Neglecting to manage internet reputation
adequately can harm consumer trust and brand perception. Due to cultural barriers, fierce competition, the complexity of Chinese social media platforms, challenges with influencer marketing, the regulatory environment, localization requirements, and online reputation management, Unilever faces significant difficulties when branding and advertising on social media in China (Chandra and Jatmika, 2022). Effective communication, a thorough understanding of the Chinese market, adaptation tactics, and ongoing monitoring and adjustment of their social media branding and advertising plans are all necessary to overcome these obstacles.