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Principles of Modern Marketing

   

Added on  2021-06-17

11 Pages2067 Words54 Views
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Running head: MARKETING PRINCIPLESMarketing principlesName of the studentName of the universityAuthor Note:
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2MARKETING PRINCIPLESExecutive SummaryThe report is based on the launching of a new tea product in Australia. The product selected isLipton tea manufactured by Unilever Company and sold in Australia through the differentdepartmental stores and supermarket stores. The report starts with a short introduction and arationale for the introduction of the product in the Australian Market. It continues with themarket segmentation of the product and then ends in the construction of a marketing mix. Theconcluding part of the assignment provides a detailed view of the different results gained fromthe report.
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3MARKETING PRINCIPLESTable of ContentsIntroduction......................................................................................................................................4Company Summary.........................................................................................................................4Product Segment Summary.............................................................................................................5New Product Rationale....................................................................................................................5Target Customer Description...........................................................................................................5Marketing Mix Strategy...................................................................................................................6Product:............................................................................................................................................6Conclusion.......................................................................................................................................8Bibliography....................................................................................................................................9
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4MARKETING PRINCIPLESIntroductionThe following report has been prepared to establish a new line of tea product that is soldin the large supermarkets of Australia, especially Coles and Woolworths. The product that hasbeen selected in the following project is Lipton Tea which is the one of the best products ofUnilever Company. The product already has its presence in the Australian market but the aim ofthe company is to ensure the modification of the product into a more sophisticated and effectivebrand. The modification of the following company will help the product to increase its sales andcompete in a totally new segment of the tea market of Australia. Company SummaryUnilever is a British-Dutch transnational consumer goods producing company that isheadquartered in Rotterdam, Netherlands. The products of the company vary from a lot ofdifferent ranges including food and beverages, cleansing products, personal care products toother kind of different products. The large number of brands owned by the organization cannotbe just listed down at one go. The company is a dual listed public limited company and wasfounded in the year 1930. Headquartered in London and Rotterdam, the annual report of thecompany shows total revenue of US$62.222 billion with a net income of more than US$6.9billion. With a total of more than 169,000 employees, the company is termed as one of thelargest global employers. Some of the main products of the company include the likes of theAxe/Lynx, Lipton, Lux, Sunsilk, TRESemme, Rexona, Magnum, Vaseline and many more assuch (unilever.com, 2018).
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