Strategic Marketing Management of Persil Brand

[STRATEGIC
MARKETING
MANAGEMENT]
2019
Persil

MARKETING 1
Part 1
Executive Summary
The intent of this paper is to discuss the marketing strategies of Persil Brand which is one of
the best sellers of Unilever and Henkel, the parent companies of the brand. The paper has also
highlighted the present internal and external situations of the brand. The analysis of the report
highlights that, company offers environmental-friendly products to the customers at a higher
cost. In addition to this, the brand has used advanced technology in the procedure for
maintaining the goodness of the product. However, due to the higher cost, there are many
customers who prefer products of Persil's rivals, this impacts the brand sales and revenue.
Hence, to overcome this, the report has suggested the company to make use of e-marketing
campaigns to increase the intensity of the promotion and must adopt penetration pricing
strategy must get involve or attracting an increasing number of customers.

MARKETING 2
Table of Contents
Part 1..........................................................................................................................................1
Executive Summary...................................................................................................................1
Introduction................................................................................................................................3
Overview of Persil..................................................................................................................3
Situational Analysis...............................................................................................................4
PESTLE Analysis...............................................................................................................4
SWOT Analysis.................................................................................................................6
Competitive Advantage..........................................................................................................8
Evaluation of Current Marketing Strategy.............................................................................8
Marketing Objectives.........................................................................................................8
Mission...............................................................................................................................9
Strategies............................................................................................................................9
Part 2........................................................................................................................................10
Segmentation, Targeting, and Positioning...........................................................................10
Segmentation....................................................................................................................10
Targeting..........................................................................................................................11
Positioning........................................................................................................................12
Recommended objectives and goals....................................................................................12
Goals and Objectives........................................................................................................12
Marketing Mix.....................................................................................................................13
Product.............................................................................................................................13
Price..................................................................................................................................14
Place.................................................................................................................................14
Promotion.........................................................................................................................14
Recommend marketing strategies........................................................................................15
Conclusion................................................................................................................................16
References................................................................................................................................17

MARKETING 3
Introduction
Strategic Marketing Management implements the mission of the company through a focused
procedure in order to gain maximum benefits from the existing marketing plan. It is
comprised of recognizing the company's target market. Strategic marketing management
supports the management of the company to find other opportunities for marketing (Andaleeb
and Hasan, 2016). Strategic marketing management is also comprised of creating plans that
help in attaining competitive advantage in the market. This concept supports the team
members to create a marketing plan that is focused on improving results by enhancing the
competitive advantage of the company (Chernev, 2019). The intent of this paper is to present
the strategic marketing management of Persil Brand manufactured by Unilever Company.
The strategic marketing management report of Persil is all about thorough examination of the
company's external and internal environment, along with its current adopted marketing
strategies implemented in the market to increase the sales of the business. Based on the above
information the report is presenting the segmentation, targeting and positioning strategies of
Persil Brand for increasing the brand awareness, growth, and market share. In the end, the
report has provided recommendations for the marketing strategies depending on the use of
the marketing mix.
Overview of Persil
Persil is one of the well-known brands of laundry detergent produced and marketed by
Henkel across the world excluding Latin America, New Zealand, China, Ireland, United
Kingdom, France, and Australia, where it is produced and marketed by Unilever (Henkel,
2019). Persil Brand was established in the market in the year 1907 by the company Henkel.
At that time it can consider being the self-activated detergent (Unilever, 2019a).

MARKETING 4
Situational Analysis
Before the development of the marketing strategy, it is very essential for marketers to
conduct a situational analysis in order to define business health. This analysis works as an
essential tool for defining the strength and weakness of the business and any available
opportunities and threats that can have a major influence on the health of the business
(Clarke, Friese and Washburn, 2015). The results from the situation analysis could be eye-
opening of the business concerning what is taking place in the business and support in
defining the strategy of the business in the industry. Some of the common elements of
situation analysis are 5Cs Analysis, SWOT Analysis, and Porter Five force framework
(Mortimer, Brooks and Smith, 2012). This report is providing a detailed analysis of two
elements that is PESTLE and SWOT Analysis.
PESTLE Analysis
Political Force
As Persil is operated under two famous organizations, the brand has to deal with diverse
political situations. Operating business at international level also influence the business as a
diverse nation has diverse laws as well as political issues. As the political system of British is
dealing with a number of issues and the political system of Dutch is presently unstable,
hence, Persil is dealing with issues in operating business in these nations. During Elections in
these nations and the alliance are resulting in raising obstacles in the business. In addition to
this, as it is known that the Netherlands is one of the member states of the EU it has been
enabling trading (European commission, 2019). Operating business with any of the member
state of the EU, results in reducing the trade barriers. On the other side, the exit of Britain
from the European Union is influencing the nation's economy and the productivity of the
business.

MARKETING 5
Economic Force
In the European region, the market is yet dealing with the influence of the post-war period.
These are influencing the customers' behavior and the consumption level of the household.
The increasing the rate of unemployment is impacting majorly the wages and the activities of
the business. An increasing number of rivals in the market of Europe have a negative
influence on the profit potentials. Increasing the rate of unemployment and low wages are
reducing the demand of the customer (The National Bureau of Economic Research, 2004).
Because of the present economy tide, the customers of the European market are evading
costly products. This results in impacting the brand majorly in placing products in the market.
However, emerging markets such as Asia and China are offering business opportunities.
Social Force
The increasing trend and awareness among people related to hygiene, the brand Persil has
also adopted this trend by persistently enhancing hygiene standards. The increasing aging
population is also influencing the product’s demand (Bunzl Catering Supplies, 2018). Besides
this, the low rate of literacy among the population is also influencing the marketing strategy
success of advertisements in print media.
Technological Force
Increasing use of technology particularly among the young generation is enforcing brand to
install modern technologies. Interaction with the customer is also done by the company
through modern and advanced technologies. Persil brand has adopted contemporary
technologies in the procedure of production in order to enhance the effectiveness and
improve quality. Persil brand is engaged in involving innovations and different technical
aspects in the production procedure for gaining excellence in the system. The brand is also
enhancing brand communications by internet and e-business strategies. With the expertise of
information technology, the operation cost is reduced by Persil (Unilever, 2017). However,