2. OMO Marketing Strategy. Name. Institution. Date. Exe

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OMO Marketing Strategy
Name
Institution
Date

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Executive Summary
This paper aims at analyzing the marketing strategies used by OMO, a Unilever brand in
marketing its products. OMO is an internationally known detergent which is in powder form,
manufactured by Unilever company. The study has conducted a market audit for OMO including
PESTEL analysis and SWOT analysis. The competitive advantage (USP) for OMO has been
discussed where OMO has been seen to operate in a market environment that is highly
competitive. For it to survive in this market the company has undertaken an initiative of building
its corporate reputation through corporate social responsibility thus giving OMO a competitive
advantage over other brands. The current marketing strategy used by OMO has been evaluated
with results showing that the company has managed to penetrate many countries globally. The
STP used by OMO has also been discussed including market segmentation, targeting and
positioning. According to Kotler et al, (2017), one of the suggested goals for OMO in relation to
their targeted market in the rural areas is to ensure that it has acquired an increased market share
of 23% in the rural and semi-rural areas by 2020. The study concluded that there is a need to
redesign the business process in order to ensure attainment of customers loyalty to the brand.
This will be enhanced by the extensive research in order to come up with a strategy which will
lead to excellent marketing

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Table of Contents
Executive Summary.......................................................................................................... 2
Introduction.................................................................................................................... 4
PART 1......................................................................................................................... 5
Marketing audit for OMO.................................................................................................. 5
PESTEL Analysis for OMO a Unilever Detergent Brand............................................................5
Political factors affecting OMO........................................................................................ 5
Economic factors affecting OMO...................................................................................... 6
Social factors affecting OMO........................................................................................... 6
Technological factors affecting OMO................................................................................. 7
Ecological factors affecting OMO..................................................................................... 7
Legal factors affecting OMO........................................................................................... 8
OMO SWOT Analysis...................................................................................................... 8
The Competitive advantage of OMO.................................................................................. 9
Evaluation of OMO’s Present Marketing Strategy..................................................................10
PART 2....................................................................................................................... 10
STP (Segmentation, Targeting, and Positioning)....................................................................10
OMO’s segmentation................................................................................................... 11
Targeting of OMO detergent.......................................................................................... 12
Positioning................................................................................................................ 14
Recommended Goals and Objectives for OMO (SMART Goal).................................................15
OMO’s Marketing Mix.................................................................................................... 15
Conclusion................................................................................................................... 16
References................................................................................................................... 17
MARKETING STRATEGY

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Introduction
A strategy is a blueprint or a tactic which denotes the methods that help an organization to be
able to meet its goals. Marketing strategy usually refers to the gathering of processes that are
geared in improving the sales of an organization, productivity and also earning the competitive
advantage to ensure that the detergent company is able to survive in midst of the competitors
(Peter et al, 2019). An organization should come up with strategies about marketing by
conducting research in the target market and also in the marketing mix to be used in a product in
order to attain market competitiveness and gains in a product. OMO is an internationally known
detergent which is in powder form, manufactured by Unilever company.