Integrated Marketing Communication Plan

Running head: INTEGRATED MARKETING COMMUNICATION PLAN
Integrated Marketing Communication Plan
Name of the Student:
Name of the University:
Author note:

INTEGRATED MARKETING COMMUNICATION PLAN1
Table of Contents
1. Introduction............................................................................................................................2
2. Discussion..............................................................................................................................2
2.1. Context Analysis.............................................................................................................2
2.1.1. Company Background..............................................................................................2
2.1.2. Competitor Analysis.................................................................................................2
2.1.3. Environmental Analysis...........................................................................................2
2.2. SMART communication goals and positioning..............................................................3
2.2.1. Corporate goals........................................................................................................3
2.2.2. Marketing goals........................................................................................................3
2.2.3. Communication goals...............................................................................................3
2.3. 3Ps of communication strategy.......................................................................................3
2.3.1. Pull-Pull Strategy.....................................................................................................3
2.3.2. Target Audience.......................................................................................................4
2.4. Coordinated Communication mix...................................................................................5
2.4.1 Promotional Strategies..............................................................................................5
2.5. Budget.............................................................................................................................5
2.6. Schedule..........................................................................................................................5
2.7. Implementation and Control...........................................................................................6
2.8 Evaluation (the effectiveness of communication methods, media and tools)..................6
4. Conclusion..........................................................................................................................6
4. References:.............................................................................................................................7

INTEGRATED MARKETING COMMUNICATION PLAN2
1. Introduction
This report is on proposing an integrated marketing communication (IMC) plan for
Unilever by making use of Marketing Communication Planning Framework (MCPF),
introduced by Fill. The main aim of this report us to raise the profile of Hindustan Unilever’s
online offerings. The external stakeholders of the company that it would be targeting will also
be identified in this report. With the same, use of offline and online communication methods,
media and tools that would be used for driving he stakeholders to the online offering will also
be mentioned in this report.
2. Discussion
2.1. Context Analysis
2.1.1. Company Background
Hindustan Unilever Ltd. is a multinational consumer goods company that supplies fast
moving consumer goods founded in the year 1929 in 2nd of September (Pant and
Ramachandran 2017). The founders of the company are James Darcy Lever, William Lever
and Leverhulme. It owns more than 400 brands in total and very recently, it has also made its
online presence where it provides a large range of its product to its consumers online (Raj and
Aithal 2018). The product categories range from savoury, personal care, home care, dressings
and beverages.
2.1.2. Competitor Analysis
 Godrej Consumer Products- GCPL is one of the largest soap makers in the world.
As per the year 2019, the total revenue earned by the company is 96 billion dollars
(Singh 2019). With the same, having about 11 of market share in the value terms, it is
considered to be a major player in the FMCG market with having leadership in fabric
care segments, hair, household and personal care (Kelly et al. 2017). It is also one of
the largest marketers of toilet soaps with having leading brands including ALLCARE,
FAIRGLOW, CINTHOL etc.
 Procter & Gamble- it was incorporated in the year 194 after Procter & Gamble, U.S.
acquired Richardson Vicks, which was formerly known as Richardson Hindustan. It is
an Indian Subsidiary and was later named as P&G. In the year 2005, it had increase its
installed capacity of detergents and soaps along with the toilet preparations etc. by
about 36500 tonnes as per the report of (Eades and Eades 2017). With the help of this
expansion, the cumulative capacity of these product categories has increased to about
108500 tonnes. In the year 2018, the total revenue of P&G is 6683crores dollars (Jain
and Sharma 2018).
 ITC- Initially, ITC was the largest cigarette maker in India. It entered into the
segment in the year 2012 and has made very strong headway in a very short period of
time. As per the recent reports, the total share of ITC has increased to 1.75 within just
five months, although most of the products of it including Fiama Di Wills, Superia
and Vivel are sold in only Indian 7 states (Mitra 2019).
2.1.3. Environmental Analysis
PESTLE Analysis
Political Economical Social