Marketing Essential: Role and Responsibilities, Comparison of Marketing Mix, Marketing Plan

This document discusses the role and responsibilities of marketing function, comparison of marketing mix, and marketing plan. It also includes a case study on Unilever and its competitor, Proctor & Gamble. The document provides insights into the strategies and measures taken by Unilever to compete in the market and increase its market share.

MARKETING ESSENTIAL

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
Role and responsibilities of marketing function..........................................................................3
LO 2.................................................................................................................................................3
Comparison of marketing mix.....................................................................................................3
LO 3.................................................................................................................................................8
Marketing plan.............................................................................................................................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
To having an influence on the sales, products and services of the business there are a set
of activities which are done by marketing. There must be a strong marketing department in the
business to be able to gain the profitability which the company has targeted for. There is a lot of
investment which the businesses are making in the market so that they can have a strong base for
themselves in the market. Unilever is belonging from the consumer goods industry which was
founded in 1929 and is currently having its headquarters in London, United Kingdom. The
organization is having a net income of €6.026 billion as of 2019 and the company has got in a lot
of changes to be able to compete in this competitive market. The report is going to consist of the
marketing mix of the organization with its competitor and the roles and responsibilities the
marketing function is having in the market. There is a business plan as well which is going to be
discussed in the further report.
LO 1
Role and responsibilities of marketing function
Covered in PPT
LO 2
Comparison of marketing mix
7 P’s of
marketing
Unilever Proctor & Gamble
People The employees of Unilever are
experienced which is why they have
the right knowledge and skills to be
able to make the company have the
right changes and productivity in the
market. The products and services of
There is a very good workforce which
is hired in P&G which is a great
factor for the organization to be able
to fulfil the needs and demands of the
customers which is increasing
rapidly. There are a lot of situations

the business is being well maintained
which is leaving the customers
satisfied and loyal with the
organization which is a great factor for
the company for a long run in the
market. The employees are motivated
which is why they are giving in their
best in the organization which is
making the company be able to have a
standard for themselves in the market
which is going to be very good for the
competitive advantage.
which rise in a business but these
workforces will not be able to operate
effectively in this situation which is a
major drawback of the business in the
market (Ihtiyar, Barut and Ihtiyar,
2019). The workforce is well trained
in the market which is why it is very
essential for the company to be able
to develop them further according to
the situations which P&G faces in
market.
Promotions There are a lot of promotional
strategies which the business has been
using from a long time so that they
can increase the brand value and name
in the market. The company has
expanded themselves globally which
is why there has to be a strong
technological use by the organization
to be able to provide the customers
with the right information and
discounts which the business is
offering them. Promotions are going
to attract more customers and that is
good for the sales and profitability of
the organization.
The business is operating
internationally which is why they
have to find out more attractive
methods to be able to promote
themselves. There are idols and
celebrities which are used by the
company to promote the brands and
products so that the sales increase.
There are social activities and NGO’s
which are supported by the
organization to be able to have a good
impact on the customers and that is
going to be very good for the
organization. P&G is focusing on
having a stable market for themselves
which is why the organization is
ready to invest in promotions of the
brand in the market.
Price The pricing of the products of There is a value pricing strategy

Unilever changes according to country
in which the organization has
expanded them because there is a wide
range of products which the
organization is having in the market
(Pantano, Bassano and Priporas,
2018). There are different techniques
which the organization have adopted
to which are value pricing, bundle
pricing, penetration pricing, etc. which
are different launching in different
products for the organization.
Different markets have different
methods of pricing which are being
used for example, when there is an
offer that time there is bundle pricing
strategy which the company used and
for entering a new market the
organization uses penetration pricing.
which is being used by this
organization which is giving the
value to the products so that the
quality of the products is maintained
which is going to be very good for the
organization. The company has
recently been trying different pricing
strategies in the market as well which
is according to the conditions of the
business in the market. There are a lot
of customers which are getting
attracted to this organization because
of the pricing strategies which the
organization has been shifting with
time which is a great advantage
which P&G is trying to create for
them.
Products There are a lot of categories in the
products which the organization is
having which are more than 400
brands. The customers need more
varieties in products which is going to
make the customers more satisfied.
Needs of the customers are personal
care, refreshments, foods, etc. The
brands which come under Unilever are
TRESmme, Ben and Jerry, etc. which
is making the company have a strong
base for themselves in the market.
There are a lot of products which the
company has expanded themselves
into which can be divided into three
categories i.e. household brands,
personal care and grooming and
health related brands. There are major
product names which are under this
Olay, P&G are Joy and Pantene, etc.
There are a lot of major brands which
are present in this organization and
are making the customers have a
loyalty as well towards P&G which is

There are right strategies which are
being used in the organization and the
plan of the company is going to be
accordingly so that they can have a
stable economy for themselves in the
market.
a great factor for the organization to
be able to get a competitive
advantage (O’Keeffe, Ozuem and
Lancaster, 2016). These large brands
help P& to be able to get in the right
revenue which they had decided upon
and are going to be very good for the
organizations long run.
Physical
Evidence
There has been a lot of improvement
which Unilever has made in the
physical factor of the business which
is good for capturing the attention of
customers. There are long term goals
which are decided by Unilever so that
they can have a good functioning for
themselves. There is good targeting of
the customers and understanding as
well which is helping the company to
be able to get in the right changes
which are required and have made
them as well so that the sales increase.
The services of P&G are very
outdated and are not good for the
future which is why the business has
established a new plan for them to be
able to get a higher profit margin for
themselves. There are new
requirements for the company to be
able to compete with the others in the
market.
Process Unilever Company follow precise
process like conducting market
research, analysis of business
environment with support of PESTEL
Analysis and SWOT Analysis,
segmentation, targeting and
processing and other such related
process will follow to conduct the
marketing activities of company.
Company follow the precise process to
P&G Company follows the process
like external business environment
analysis, segmentation, targeting,
processing and channelizing
marketing strategies (Hill, 2017).
All these process allow company to
target the specific customer base for
the products offer by P&G Company.
Analytics also use by company to
assess the outcomes of all different

also assess the impacts of marketing
campaign has created over the sales of
company.
Company also follow the analytics to
assess the outcome of marketing
campaign and strategies.
The entire process company follow
allow company to achieve the best
level of outcome against the marketing
activities of company.
processes followed by company to
channelize the marketing campaigns
of company.
People Unilever Company carries the
business objectives of serving the best
products in the most effective prices.
Company carry the aim to meet the
needs and requirements of all types of
customers irrespective to any religion,
culture, economic background and any
other category (Gnizy, 2016).
This approach of company has
allowed the company to deal with the
needs and requirements of all different
customer category and group.
Customer portfolio of company is very
strong as compare to other companies
like P&G that also reflect that
company carry the strong dominance
in the market.
The diversified customer base of
company allows it to expand its
people aspect of 7 Ps of marketing.
P&G Company also cover all types of
customers but the pricing policy of
company charge more prices that
restricts the company in covering all
types of customers.
Due top high pricing as compare to
Unilever Company it do not cover all
types of people and customer
category to sale its products.
Customer portfolio of company is not
diversified in such a way that it can
compete in that context with the
Unilever Company.
This is an important aspect involve in
business and company requires to
overlook its people segment in its 7Ps
of marketing.

LO 3
Marketing plan
Executive summary
The competition in the market is huge which is why it is very essential for the
organization to have a stable and well planned strategy and measures for themselves so that there
is going to be higher market shares. There are new products and services which Unilever is
coming up with which are Clothing for women so that there is going to be a good functioning
and the organization will be able to get a higher reputation and standards in the market.
Objectives
 To increase sales of new product of Unilever by 35% till the end of year 2023.
 To enhance consumer experience by 30% in upcoming 10 months.
 To increase the profitability by 40% till the end of year 2024. To increase the market share by 50% till the end of year 2025.
STP
 Segmentation
The organization will have to focus on the graphic and demographic for the new product
which is going to be launched by Unilever so that there is going to be a good functioning and the
products will be able to capture the market effectively. There is going to be a gender and age
focus as well which is going to be very good for a long functioning of the company in the market
(Robertson, 2017). The age group with the company is going to go for is between 25 to 55 years
of age group because they are the most active group for shopping.
 Targeting
The trends and quality of the material is going to be focused on so that there is going to be a
higher satisfaction of the customers. Sportswear for the women is going to be a very good
product since there are limited designs which are available and the comfort of the women in

clothes is very essential so this is going to be a great advantage for the organization to have for a
long run.
 Positioning
There are a lot of stores which Unilever is having but the company is going to use the online
method as well to be able to reach out to a larger audience. The pricing is going to be according
to the GDP and the social factor being into consideration which is going to make the
organization have a good functioning and most the focus is going to be on the middle class of
United Kingdom since they want more varieties in the products and services (Achen, 2017).
SWOT
 Strengths
The company has expanded themselves in 190 countries which are making Unilever have a
lot of experience of different markets. The company has a strong portfolio and a strong brand
image which is good for the reputation and there is higher satisfaction level of the customers
which is a very good factor for the businesses long run (Berry and Stuart, 2020).
 Weaknesses
The weakness of Unilever is that retailers are making the products limited and the demands
for the products are high then the company can lose their reputation. Clothing for women is a
very good idea which the company is coming up with and financial investment is going to be a
good as well and the company is going to have a good functioning.
 Opportunities
There are a lot of strategies and measures which Unilever can take for them which would
help the organization have a good opportunity for themselves in the future. There is a good
research and development which is going to make new products and ideas are going to generate
and the productivity is going to be high which is a great factor for the organization to have in this
competitive market (Keegan, 2017).
 Threats

The company is having a strong competition in the market which will have to be evaluated
and measured only then the further planning and measures should be taken so that there is going
to be a good functioning. Nestle, P&G, etc which is going to be a great competition for Unilever
which is going to measure and make the organization lose their market share as well.
PESTLE
 Political Factors
There must be a stable government in the country so that there is going to be a better
functioning and the changes in the trade policies and laws are not going to take place. Unilever
has been able to follow the laws and policies effectively since there is stability in United
Kingdom which making the company have a competitive advantage.
 Economic Factors
The unemployment rates in United Kingdom are improving which is a great factor for the
lifestyle of the company. The organization will be able to increase the pricing of the products and
services which they are providing the customers and will attract more customers because of the
quality and products which Unilever invests in a lot. GDP of the country is increasing which is
good because the customers will be able to purchase the products that they need.
 Social Factors
It is very important for businesses to respect and follow the cultural values and beliefs of the
customers which are going to make the organization have a good loyal customer base (Waheed
and et.al., 2017). To increase the market share the organization will also have to follow the
trends and demands of the customers which is a very essential factor for the organization. There
are a lot of opportunities if Unilever uses the right skills and measures to be able to capture the
market.
 Technological Factors
There are a lot of technological changes which have taken place in Unilever like information
technology which has made the company have a good functioning and planning for themselves.

There is a requirement of a lot of changes which are there but there are going to be a lot of
investment which would be required so that the company can get a competitive advantage.
 Legal Factors
There are a lot of laws and regulations which must be followed by business in market for the
safety and security of customers and employees. When these are followed by organizations then
they have a loyal workforce and a loyal market share in the market which is a great competitive
advantage for a long run (Diez-Martin, Blanco-Gonzalez and Prado-Roman, 2019). The
employees have to be given the right wages and the customers the right information about the
product are the most essential laws which have to followed by Unilever to maintain their
reputation.
 Environmental Factors
There are a lot of non renewable resources which Unilever has minimised in the organization
and also focus on the satisfaction level of the employees as well (Juska, 2017). The zero carbon
footprints have to be present in the organization so that the standards and reputation of the
company can be maintained and more customers are going to be in favour of this company.
Investment technique
There are a lot of ways through which the organization can opt for but venture capital is
the right method which the organization is going to use so that there is going to be lesser risks
which are going to be involved for the organization. There is a lot of competition which is
present in the market which is going to make the organization be very careful which planning
and taking the right measures so that the organization will be able to compete effectively and
work smoothly in the market.
Budget
Particulars Amount
Direct Materials £750.00
Labour £550.00

Production £2,000.00
Marketing and advertising £400.00
Other costs £850.00
Total £3,550.00
Monitoring and evaluation
These changes or new products are not going to come in easily for the organization since
the employees are used to the old methods of working. Employees will have to be motivated and
also given training so that they can give in their best and the improvement and expansion of the
organization is going to be larger (Layton, 2019). The sales of the company are going to increase
and the organization will be able to have higher standards, reputations and profitability in the
market. There is going to be benchmarking which is going to be present so that the workforce
can evaluate and the changes will be able to come in easily.
CONCLUSION
From the above report it can be concluded that there is a requirement for the businesses to
have a good strategy and measures for themselves so that they can have a good competitive
advantage and a loyal set of customers as well. The competition in the market is increasing
which is why it is very essential for the organization to be able to have a good functioning for
themselves and stable profitability as well.

REFERENCES
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