Basic marketing functions involved are the same for both domestic and international markets, but what differentiates them apart is in implementing those functions. In the case of LG and Unilever Korea, their advertising strategy and distribution strategy was found to he very similar in spite of the idiosyncrasies in culture and tradition. The resemblance then can be interpreted as Unilever providing endless efforts in attempting to satisfy the needs of the customers it serves. They have been on a never en quest to search and com end the exact needs and desires of their audience and has also continuously struggled to be in accordance with the them.

Although majority of the strategies executed by both companies are similar, one very noticeable difference that came about while investigating the marketing methods was the way two company's advertisements were portrayed toward the audience. LG conducts most of its advertisements on the basis of Corporate management style. It emphasizes more on the image of the corporation rather than the product its trying to offer. In such ease, the audience recognizes the corporate name of the product rather than the brand name itself. On the other hand, Unilever's advertisements stress the brand and its quality that can be of benefit towards the audience. More often than not, consumers do not recognize the manufacturer of the product but just the product itself. One cannot judge as to which technique attracts greater interest. With two totally distinctive style, it's surprising to know that neither side have lost its position in the market.

The localization approach and decentralization organization structure proved appropriate in Unilever circumstances. As numerous academicians have professed, dissimilar economy, lifestyle and behavior, and physical, political, and legal environment it is nearly impossible to satisfy all the customers world over. Therefore, Unilever in its plan to serve a specific market with a specific strategy that earned interest is reason for their survival in a heterogeneous environment. Never seizing to cultivate the organization as a whole. Unilever will one day obtain a leading position not just in the detergent industry but also in the consumer-goods industry.