Roles and Responsibilities of Marketing Functions in Unilever

MARKETING ESSENTIALS

TABLE OF CONTENT
INTRODUCTION.......................................................................................................................................3
LO 1............................................................................................................................................................ 3
P 1 Roles and responsibilities of marketing functions.............................................................................3
P 2 Roles and responsibilities of marketing functions with other functions.............................................6
LO 2............................................................................................................................................................ 8
P 3 Marketing mix analysis.....................................................................................................................8
LO 3..........................................................................................................................................................11
P 4 Marketing plan................................................................................................................................11
CONCLUSION.........................................................................................................................................15
REFERENCES..........................................................................................................................................17

INTRODUCTION
Marketing essential is a basic need for any organization because they help the company
to promote their products and services worldwide. This can help the organization to get a
competitive advantage and make future plans accordingly which is going to be very beneficial
for business. Without having an effective marketing function the organization will not be able to
achieve their objectives on time and the market share of the business will fall. Unilever is a
public limited company which is having its headquarters in London, United Kingdom. There are
more than 155,000 employees working in the organization and the products which the company
is dealing are beauty & personal care, cleaning products and food & refreshments. This report
would consist of roles and responsibilities of marketing functioning in business, marketing mix
of the organization with comparison of Tesco and a marketing plan for the company to get a
competitive advantage globally.
LO 1
P 1 Roles and responsibilities of marketing functions
The roles and responsibilities of marketing functions are different from all the other
departments in the organization. The further report discusses the roles and responsibilities which
the marketing functions have in Unilever.
Roles
 Needs and demands of the customers
It is very essential for the marketing functions of Unilever to understand the customers and
the needs and demands of them so that they can be fulfilled by the company. Marketing team has
to make the production team alert and the research and development team understand the
demand of the customers so that the company can get in changes in the organization accordingly
which is a very important factor (Suh, 2016). This will help Unilever to get a better workforce

and have better competitive advantage in the market. The products packaging has been more
innovated so that it can attract the customers and increase profit margins.
 Development of products
The need of customers keep changing with the trends and it is very important for the
company to get in those changes as well so that they can maintain their market share. Designs of
products have to be changed and the products also have to be innovated so that they can match
the standards and expectations of the customers. Unilever takes care of that factor and makes the
company have a better functioning for them. The products of Unilever have been moulded
according to the customers due to the help of the marketing functions.
 Branding
Major role for branding of a company in the market is done by the marketing department by
using the right technique which will help the company to get a better market share. This requires
a lot of experience in this functioning so that the right measures can be taken for a company like
Unilever. The company wants to provide the customers with a sustainable living which is
making the company have a global recognition.
 Reputations and growth of organization
Productivity of the company is brilliant therefore the organization is being able to meet all
the needs and expectations of the company for the company’s competitive advantage. There are
more than 400 brands which are owned by Unilever and is still expanding themselves in other
departments. Unilever has a strong customer base for themselves which is a very important
factor and marketing functions help the company to meet the expectations of the customers from
time to time.
 Promotions
Marketing functions of Unilever use the best promotional methods for their products in the
market which are cost friendly and can attract a lot of customers in the company. The company
will get a lot of customers in the company and make the organization have a competitive