Marketing Audit and Evaluation of Ariel Detergent Brand

Individual Report

Executive Summary
There are different marketing activities are adopted by companies to stay in market for
longer period of time. For this, marketing audit is performed by internal as well as external
analysis tools such as PESTLE and SWOT analysis. In addition, there is USP of each brand
which differentiate it from other brands in market place. In addition, brands are required to
undertake timely evaluation of marketing approaches to make necessary improvements in current
market practices.

Table of Contents
PART 1.......................................................................................................................................................3
INTRODUCTION.......................................................................................................................................3
Main Body...................................................................................................................................................3
Situational Analysis:................................................................................................................................3
SWOT Analysis:......................................................................................................................................5
Competitive Advantage (USP):...............................................................................................................6
Evaluation of current marketing strategy:................................................................................................6
PART 2.......................................................................................................................................................8
Segmentation, targeting, positioning.......................................................................................................8
Recommended objectives and goals:.......................................................................................................9
Recommended marketing strategies on the basis of application of marketing mix................................10
CONCLUSION.........................................................................................................................................13
REFERNCES............................................................................................................................................14

PART 1
INTRODUCTION
In current business world, marketing is a vital function under which different activities
are performed in order to advertise as well as promote products at wide level. There is huge
competition prevailing in market so it is imperative to maintain unique selling point (USP) to
sustain in competitive market place for longer duration (Singh, 2016). There are a lot of
marketing tactics such as marketing mix, STP and more are used with an aim to generate huge
sales as well as profit margin. For current report, Ariel brand has been selected which is
renowned detergent product at global level. It was first introduced in UK in 1967. The brand is
owned by Procter & Gamble and has become a renowned brand in many countries such as India,
China, Brazil and more. The report includes internal as well as external analysis with the help of
appropriate tools such as SWOT analysis, PESTLE and more. In addition, different USP of
brand has also been discussed in the following report. Further, it also comprises STP approach
along with SMART goals to attain predefined objectives. Lastly, recommendation regarding
marketing strategies on the basis of application of marketing mix is also discussed in the present
report.
Main Body
Situational Analysis:
It is stated that each and every business is operated in a particular environment. It has
affected with external environment that comprise a lot of factors related to outside environment
which are beyond the control of managers. For this purpose, a model called PESTLE analysis is
discussed as under:
Political factor: It is concerned with political conditions, government policies that are
prevailing within country. It is stated that political conditions of a country significantly affects
business performance and profitability in various terms such as change in current government
policies will also bring change in existing business policies (Gunn, Kawada and Michas, 2019).
In context of Ariel, it is a renowned brand which is working in different countries such as Brazil,