Marketing Essentials: Unilever Marketing Plan Analysis

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Covered in ppt.............................................................................................................................3
TASK 2............................................................................................................................................3
P3: Compare different organisations apply the marketing mix to achieve business objectives.
.....................................................................................................................................................3
M3: Evaluate different tactics applied by organisations to achi eve business objectives...........6
TASK 3............................................................................................................................................7
P4 Produce and analyse a basic marketing plan for Unilever ....................................................7
D2 design a strategic marketing plan with the application of 7ps to achieve marketing
objectives..................................................................................................................................10
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing can be defined as the activities a company does to promote product and
services by explaining their benefits and specialities for the purpose of buying and selling.
Marketing involves advertising, selling and delivering goods to the customers. Marketing is an
important function in an organisation (Perreault, 2018). For inviting customers to buy the
product, the company first need to introduce the products and services to the customers and then
need to explain them the product they are going to buy through the way of communicating to the
right customers at a right time and in a appropriate way.
This report is based on Unilever Plc which is a British multinational company
headquartered in London, England. The company produces food items, pregnancy test kits,
personal care & beauty products and is also indulged in pharmaceutical and health sector.
Unilever is the largest producer of soap worldwide.
TASK 1
Covered in ppt
TASK 2
P3: Compare different organisations apply the marketing mix to achieve business objectives.
7Ps of Marketing Mix
Marketing mix is defined as a set of action and techniques that a company use to promote
its brand and product at market place. This has associated with multiple areas of focus as a pert
of comprehensive marketing plan. Marketing mix is a model of foundation for businesses which
is centred around price, place, people, promotion, product, process and physical evidence. The
concept of marketing mix came into existence in 1960s (Campbell, Martin, and Fabos, 2018).
This is normally used by the marketing department for analysis of the current market scenario so
that organisation could formulate effective strategies which help company in to enhance it
competitive edge in the market place (Bünte, 2018). Further classification of marketing mix is
explained below in context to Unilever company.
Product: Unilever plc is a British based multinational consumers goods company. This is
consist of mainly three divisions, that are food and refreshment, home care and beauty and
personal care. This has been owns over 400 brands that reflects that Unilever's product range and

marketing mix is highly diversified. On the other hand The Procter and Gamble company (P&G)
is an American based multinational consumer goods corporation. This is specialise in selling
wide range of personal health, personal care and hygiene products which is further segmented
into beauty, grooming, fabric, health care and home care products. The company is reliable and
manufactures better production facilities in order to ensure best quality of products.
Price: Price is defined quantity of payment or compensation given by one party to
another in return to goods or services. In this Unilever maintains a wide range of price points
while considering the level of market diversification (Nirschl, and Steinberg, 2018). It has been
use market oriented pricing, premium pricing and product bundle pricing as per the market and
product range. In this element of marketing mix, price points, price ranges and price bases are
determined. P&G company has been use market oriented pricing in which pricing has been
determined by competitors and related trends of pricing along with this, it also use premium
based pricing that helps in maintaining perceived premium value for the premium brand of
company.
Place: This is a place in which company make their product available to consumers. The
global operation of Unilever is the reflection of extensive reach of the product and services in
consumers markets. It sale its product at retailing shops and at online stores. Through this it
make available its product in around 190 countries. This factor of marketing mix determine
venues for transacting goods with targeting consumers. They has been providing product to
consumers across the world. In this many entities evolves in the distribution of company's
product and services in which it includes retailers, authorized distributors and own P&G online
shops.
Promotion:Unilever is need to promote its product while considering the high level of
competitive rivalry within the global consumers market. The company offers low prices on a
fixed basis with the improves quality and wide range of products to consumers. With the
utilisation of advertisement, sales promotions and direct marketing in order to increase sales and
to attract potential consumers. Here company use communication tactics for reaching target
consumers. P&G has adopted different strategies to promote its product at a consumers market
place. They have assort their marketing campaign in form of advertisement on television, sales
promotion and through public relation so that sales can be enhanced in a effective manner.