Marketing And Management : Sample Assignment
Added on 2021-06-14
24 Pages5845 Words178 Views
Running head: MARKETING AND MANAGEMENT Marketing and ManagementName of the Student:Name of the University:Author Note:
1MARKETING AND MANAGEMENTExecutive Summary: The report provides an insight into the marketing and management based on a selected industry,organization and market scenario. The industry and company selected for this report is theconsumer goods industry Unilever that operates under a competitive market structure. Forcarrying out the analysis, the report commences with a background statement with special focuson the industry and the company, market proposition and the unique selling proposition. Thereport also puts forward a marketing audit with special focus on the macro andmicroenvironment, product profile, packaging, target market, marketing strategy, marketingsystems and organizations, buying behavior of the consumers and marketing mix function.Through the report, one also gets an idea about the future growth of the company. There isfurther discussion on the competitor analysis of Unilever. There is also discussion on the newermarketing mix actions that helps in achieving the gap between the present marketing strategy andthe external environment.
2MARKETING AND MANAGEMENTTable of ContentsIntroduction:....................................................................................................................................31. Background Statement:................................................................................................................3a. About Industry and Company..................................................................................................3b. Market Positioning...................................................................................................................4c. Unique Selling Proposition......................................................................................................62. Marketing Audit...........................................................................................................................6a. Overall Market Attractiveness.................................................................................................6i. Marketing Strategy................................................................................................................6ii. Product Profile, Packaging and Target Market....................................................................9iii. Buying Behavior of Consumers..........................................................................................9iv. Competitors:......................................................................................................................10v. Micro Environment............................................................................................................10vi. Macro Environment...........................................................................................................12vii. Marketing Productivity....................................................................................................14viii. Marketing Function.........................................................................................................14ix. Marketing Organization....................................................................................................15x. Marketing Systems.............................................................................................................15b. Potential for Further Market Growth.....................................................................................163. Competitor Analysis of Three Main Industry Players..............................................................174. New Marketing Mix Actions for Achieving Gaps between Company Present Marketing Strategy and External Environment...............................................................................................18Conclusion:....................................................................................................................................20References:....................................................................................................................................21Appendices:...................................................................................................................................22
3MARKETING AND MANAGEMENT
4MARKETING AND MANAGEMENTIntroduction:The report aims at providing an overview of marketing and management in the context ofselected industry, organization and market scenario. The industry selected is the consumer goodswhereas the organization selected Unilever with a marketing strategy that helps it in achievingthe purpose of ensuring sustainable living and delivering benefit to all the stakeholders. Unileverrepresents British Dutch transnational consumer good firm with headquarter in Netherlands(unilever.nl 2018). The products of the company include beverages, food, cleaning agents andproducts of personal care. The report tries to provide an insight into the conditions that leads tothe building and sustenance of consumer loyalty. The report commences with a backgroundstatement for outlining the industry, market positioning and the unique selling proposition. Therereport also outlines the marketing audit consisting of the marketing plan, strategies, objectivesand the current activities that helps in defining the market attractiveness and the potential for themarket growth. The report also put forward a competitor analysis of the three main players of theindustry. There is also a critical discussion on how the newer marketing mix actions helps inachieving the gaps between the present marketing strategy of the company and the externalenvironment. 1. Background Statement:a. About Industry and Company Unilever belongs to the consumer goods industry that aims at creating and distributingproducts frequently bought by the consumers. In other words, products belonging to theconsumer goods industry undergo quick movement from the retailer shelf to the consumers(unilever.nl 2018). Unilever represents the largest consumer goods company in the world interms of the revenue. It is also the oldest multinational and holds the seventh position in terms ofthe ranking of the most valuable company. The company has close to four hundred brands andhas a turnover of more than 50 billion Euros. Out of which thirteen brands have sales close toone billion Euros. These include Dove, Axe/Lynx, Omo, Heartbranded Ice creams, Knorr,Lipton, Lux, Hellmann, Rama, Sunsilk, Surf and Rexona. The company has dual listing;Unilever PLC has headquarters in London while Unilever NV is located in Rotterdam,Netherlands. Both the companies operate as single business and share their board of directors.
5MARKETING AND MANAGEMENTThe company has four primary divisions that include home care, personal care, refreshment (icecreams and beverages) and food. The company has research and development facilities in UnitedKingdom, China, India, United States and Netherlands (unilever.nl 2018). The company emerged during the year 1930 because of merger between the Dutchmargarine producer, Margarine Unie and the soap maker from Britain, Lever Brothers. Thecompany diversified during the latter half of 20th century thereby expanding its operations(unilever.nl 2018). The company undertook various corporate acquisitions that included Lipton,Best Foods, Ben and Jerry, Alberto Culver and Dollar Shave Club. The company also venturedinto chemical business. The Unilever PLC has listing on London Stock Exchange and isconstituent of FTSE 100 Index while the Unilever NV has listing on Euronext Amsterdam and isconstituent of AEX index.b. Market Positioning Market positioning refers to the influence of the consumer perception about a product ora brand in relation to perception of the competing products or brands (Menkveld 2013). The aimof market positioning lies in occupying a unique, clear and advantageous position in the minds ofthe consumer. Unilever ensures the positioning of its soap brand Dove with aspect ofdifferentiation that beauty does not simply imply attraction but it refers to something beyond thethings and is about all women and their inner beauty. The concept so well furnished towards themarket segment of Dove that is women, where most of them relate their skin with the brand.Unilever introduced the brand Dove with a newer idea of skin moisturizing which did not existbefore. The company developed the product line of Dove through the careful examination ofbehavior and the traits of the women concerning personal care and beauty (Murray 2013). Theproduct line of the brand has various products ranging from body wash, skincare soaps and haircare products and moisturizing lotions along with the launch of the brand especially for men inthe year 2010. Unilever thus reached every individual through the production of varied range ofthe products as per the requirement of the prospective and current consumers. There are fivedifferent classes of products for Dove that includes products of hair care, men care, bodywash/beauty bars, lotions and deodorants. Each of the primary categories of Dove has a range ofsub products.
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Marketing Management Assignment | Unileverlg...
|16
|5183
|31
Marketing Management Assignment - Mark and Spencerlg...
|17
|5259
|326
Marketing Management Sample Assignment - Doclg...
|19
|5597
|111
Marketing Management Solution Assignmentlg...
|19
|6068
|50
Marketing Management Solved Assignmentlg...
|17
|5129
|35
Marketing Management of Tescolg...
|17
|5129
|19