Introduction to Marketing - Desklib

This report covers the meaning of marketing, explanation of 7Ps, SWOT analysis, Ansoff growth matrix, in what ways Ansoff matrix will be used by the organisation and how can digital marketing be used by the company. It also includes recommendations for the success of a business and ways in which Unilever can use digital marketing for improving its performance and growth.

Introduction to
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Define marketing.........................................................................................................................3
Marketing mix (7 P' s).................................................................................................................3
SWOT analysis............................................................................................................................4
Ansoff growth matrix..................................................................................................................5
In what Ansoff growth matrix can be used for making the analysis on growth strategies.........5
In what ways company can use digital marketing for improving its performance and growth. .6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
Books and Journals.....................................................................................................................8

INTRODUCTION
Marketing can be defined as the action which is performed by the companies in order to
provide information to customers about the products. They use different tools for displaying the
messages and information to the customers but those tools are used which will attract customer
and will make highly interested in company products (König, 2020). Unilever is a British
multinational company which is headquartered in London, UK and was established in the year
1929. This report will cover meaning of marketing, explanation of 7Ps, SWOT analysis, Ansoff
growth matrix, in what ways Ansoff matrix will be used by the organisation and how can digital
marketing be used by the company.
MAIN BODY
Define marketing
Marketing is the way or a tool for company in which they try to capture their target audience and
also works for building strong relationship with the customers.
Marketing mix (7 P' s)
Marketing mix can be defined as the tool which company uses to make the promotion of
their products or services. The respective marketing mix is discussed in context of Unilever are
as follows:
 Product- It means any tangible product which is developed by the company in order to
satisfy the needs of the customers. In terms of Unilever, it helps in making proper
understanding about what type of products or the services can be offered by the company
(Nangpiire, Silva and Alves, 2021).
 Pricing- It is the other strategy which needs to be focused by company in order to gain
competitive advantage in the market. In terms of Unilever, pricing plays an important
role because with that only the products will be purchased by consumers.
 Place- It means the location at which the products will be delivered to the customers.
When the products are developed then after this, there is a requirement of a place at

which it will be provided to consumers. In terms of Unilever, If the place is kept at that
location where it is impossible for customers to purchase the products, then the company
can lose the revenue.
 Promotion- It is the way which is used by the company in order to communicate about
the products. Promotion is a helpful tool which will create awareness about the
availability of products in the market.
 People- It includes the employees of company who are working day and night in order to
achieve the objectives of a company. In terms of Unilever, the employees in a company
are the assets which helps in achieving the objectives. (Sinha, Healey and Sengupta,
2020).
 Process- Process is the way by which products are being delivered to the customers. It is
important for the company that they make the design of products in such a way so that
good value gets delivered to the customers.
 Physical evidence- includes those things which can be seen or listened by the consumers.
In terms of Unilever, this is a kind of advertising and promotional strategy which is down
by the companies to promote their brand and its products.
SWOT analysis
SWOT analysis of marketing mix have been discussed below-
Strengths Weakness
The marketing mix is an important tactic which
is useful in providing the product offering to
the consumers and also helps in making the
proper planning of the products. Marketing
mix provides the ways as to how and what
method can be used by the companies in order
to launch their new product.
The marketing mix can be beneficial in one
stage but in other factor marketing mix is quite
costly and also consumes lot of time which at
times can create problem for the functioning of
the activities. It does not provide the focus on
making and establishing the relations with
consumers which has to be a major focus in
marketing.
Opportunities Threats

Marketing mix can be used efficiently by the
company in order to make the promotion of
their products and to also develop new
products in the market according to the going
consumer trends.
Marketing mix is a continuous process which
has to be followed by every company and if
any of the step is not being followed then in
this case it can be a trouble making for the
functioning of business.
Ansoff growth matrix
The Ansoff growth matrix is a strategy which is used by the companies in order to plan their
strategies for growth. Every company would like to choose those strategies which will help them
in achieving success and also with that providing them to gain competitive advantage in the
market (Lucas, Southgate and Tucker, eds., 2019).
Figure 1: The Ansoff Matrix

In what ways Ansoff growth matrix can be used for making the analysis on growth strategies
 Market penetration- In this technique companies uses their existing product in the
existing market so that their market share can be increased. In context of Unilever, they
use this strategy on their specific product line as they have captured a good market share
in few products and they want to continue the same level of operations so that they can
further acquire more market share in the industry.
 Product development- The main aim in this strategy is to develop a new product which
will be sold in the existing market. In context of Unilever, they do not follow much of
this strategy as they have a set product line where they enhance the current product line
according to the market needs. However new set of product line in groceries is offered
by Unilever now and then but the major reason behind offering new line of products in
the market is to survive with the competition.
 Market development- This growth strategy is used by the companies in which they
enter towards the new market but with the existing products (McDaniel Jr and Gates,
2020). In context of Unilever, they do not follow this strategy as their target market is
fixed and they are not looking to experiment with their product line and target market in
the near future.
 Diversification- In this new products are launched in the new market and this is done on
the basis of gaining new market. Also, when the company have made research and they
are confident then such strategies are used by them. Unilever has a diversified portfolio
of products in groceries currently and they are not looking to expand their services and
products in to new areas.
Recommendations- For the success of a business it is important that market development
strategy is used by them in which they have to enter to new market with the existing products.
The reason for this will be as they will know about the which products have made success then
with this they will make the entry in that market where the chances of growth will be more.
In what ways company can use digital marketing for improving its performance and growth
Digital marketing can be termed as online marketing in which companies use different
promotional tools to make the branding of their products and services. Examples- E-mail, social
media, mobile marketing and etc. There are different ways in which Unilever can use digital
marketing which have been discussed below-

 Developing brand reputation- Unilever have also developed their products with the
help of using social media and digital marketing channels which is why they have gained
so much of popularity (Marino, Resciniti and D’Arco, 2020). Through digital marketing,
Unilever can run several set of marketing campaigns on their social media pages so that
they can make the general audience well aware about their products and campaigns.
 Online advertising is cost effective than traditional- Unilever have used different
strategy for making the promotion of their products which has reduced their cost and
make it helpful for them. Online advertisement campaigns help in targeting the right
segment of market due to which Unilever can save good cost that they use in their
traditional marketing approaches.
CONCLUSION
From the above report it can be concluded that marketing is an important tool which
helps the company to provide information to customers about their new products or the existing
one. If the company will focus on different strategies to gain customers, then this will ultimately
help them in increasing their sales.

REFERENCES
Books and Journals
König, J.C., 2020. The Never-Ending Story Teller–A Narratological Genealogy of Storytelling
in Marketing and Management. International Review of Management and
Marketing. 10(5). p.127.
Lucas, J.S., Southgate, P.C. and Tucker, C.S. eds., 2019. Aquaculture: Farming aquatic animals
and plants. John Wiley & Sons.
Marino, V., Resciniti, R. and D’Arco, M., 2020. It’s all about marketing! Exploring the social
perception in the Italian context. Italian Journal of Marketing, pp.1-17.
McDaniel Jr, C. and Gates, R., 2020. Marketing research. John Wiley & Sons.
Moussa, S., 2021. Citation contagion: a citation analysis of selected predatory marketing
journals. Scientometrics. 126(1). pp.485-506.
Nangpiire, C., Silva, J. and Alves, H., 2021. Customer engagement and value
co-creation/destruction: the internal fostering and hindering factors and actors in the
tourist/hotel experience. Journal of Research in Interactive Marketing.
Sinha, M., Healey, J. and Sengupta, T., 2020, July. Designing with AI for Digital Marketing.
In Adjunct Publication of the 28th ACM Conference on User Modeling, Adaptation and
Personalization (pp. 65-70).