Marketing Essentials

Marketing Essentials

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
TASK1.......................................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function...............................3
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context....................................................................................................................................4
TASK2.......................................................................................................................................6
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives..................................................6
TASK3.......................................................................................................................................9
P4 Produce and evaluate a basic marketing plan for an organisation....................................9
CONCLUSION........................................................................................................................13

INTRODUCTION
Marketing can be defined as a department within the organisation which helps in
establishment of a relationship between customer and organisation by the use of different
marketing tools. In general, these tools are advertisement, sales promotion and many others.
In relation to the current report, chosen organisation is Unilever. It is a British multinational
organisation dealing in FMCG, cosmetics and food. This report is consisting of discussion
about the key roles and responsibilities of marketing function and fulfilment of these
responsibilities in relation to a wider organisation. There is also about the marketing mix of
Unilever in comparison of its main competitors. In the end of this report, there is discussion
on the marketing plan which can be followed by the organisation to achieve its marketing
objective within the target market.
MAIN BODY
TASK1
P1 Explain the key roles and responsibilities of the marketing function.
Covered in PPT
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context
Covered in PPT
TASK2
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives
Marketing Mix Unilever and P&G
Basis Unilever P&G
Price In relation to Unilever, the
current price strategy of
organisation is to set the prices
at the level which can follow
the competitive base price
strategies. The main reason
Pricing strategy of P&G is
greatly depending on the
quality and the brand value of
the product. Under the P&G
company use umbrella system
of pricing where the different

behind adoption of this price
strategy is because the data on
the computer is easily
available due to large number
of competitors within the
industry where organisation
also undertakes the cost to set
prices (Silberschatz, Galvin
and Gagne, 2014).
policies are adopted according
to the product offered by the
organisation which in the
market.
Product In relation to product mix of
Unilever, organisation salads
product under the five product
categories and each of these is
several as separated product
lines. All of these products are
sold under the common
branding of Unilever.
P&G header white product
range where company used to
produce shampoo,
dishwashing, family hygiene,
food, health care, men and
women grooming and many
more (William and Zikmund,
2012).
Place In relation to placements of
Unilever, organisation sells its
products through to marketing
channel. The first itself
directly to the customer
through online website and in
the second channel
organisation use social
platform where it sell its
product to different retailers
located all over the country.
P&G has worldwide network
for its product where its
distribution policy is directly
related to management of
products. Companies operating
its main channels in India, UK,
China and USA.
Physical Evidences In relation to physical
evidence mix of Unilever,
organisation sells its product
and distinct colour packing
P&G also used different kind
of products, packaging and
style for its products and
services so that it can maintain

which help in easily
identification of the product on
retail shelf. Company also use
marking as well as location of
busy retail stores for display
system.
our uniqueness with in the
market as compared to other
competitors.
Promotions Under promotion mix of
organisation use multiple
media channel to promote its
product. Company use
traditional media which
include advertisement and
television. It is beneficial for
the organisation because it
cover larger market and
attracts large number of
customer toward the
organisations products.
P&G also use promotional
strategies where company
use the traditional methods
of advertising like market
campaign and television
advertisements (Silver,
2012).
People In context of Unilever, it has
people working under it sales
team that play a vital role
within the organisation
especially in marketing efforts.
These are professionally
trained and have different kind
of techniques which helps
company in achieving its
objectives (Rossi, Allenby and
McCulloch, 2012).
In organisation, it always
focuses on employees where it
conducts different training
programs to aware the
employees about the current
trends within the market.
Process To make it permanent that
organisations product are
always available on the retail
Organisation follows proper
process which is related to
minimising the wastage of

stone Unilever follow a proper
system that install with
retailers and can notify the
organisation their inventory
levels. It also recommends first
in first out method to
customers so that inventory
can be managed in an
appropriate way.
resources and increasing the
product efficiency by
providing quality services.
TASK3
P4 Produce and evaluate a basic marketing plan for an organisation
Marketing plan
It is a set of different activities and actions which has to be done by the organisation
to implement the marketing strategy and the target market. Marketing plan is directly
associated with the achievement of goals and objectives related to marketing within the
organisation. Under these activities include the nation's objectives and vision of the
organisation which can be achieved by adoption of a proper approach related to marketing
and targeting the customer by using strength of the organisation (opolšek and Čurin, 2012).
Overview of Unilever
It is a British multinational consumer good organisation headquartered in London UK.
It operates in a variety of products which include food sweets energy drink baby food soft
drink ice cream cleaning agents and various others. The total turnover of the organisation in
2017 is 57 million euros. The major product of organisation is the heart brand ice creams,
Lipton, Lux, Magnum, Rexona. It was originally formed in 1929. Company is continuously
adopting strategies related to development its marketing function as well as using a variety of
product range to serve the customer in better way.
Mission: The mission of Unilever is "To add vitality to the life where organisation
can meet the everyday needs for nutrition hygiene and personal care with brands that help
people feel good look good and get more out of the life to enjoy it”

Vision: Unilever corporate vision is "To make sustainable living commonplace where
organisation believes that this is the best long-term way for the organisational growth and
surviving within the market for longer period of time. This also focus on sustainability for
retaining the customer longer period of time"
Marketing objectives
 To increase the sales of FMCG products by 20% in the current financial year.
 To promote the goods and services by using cost effective techniques to minimise the
cost by pulling it down by 10%.
 Launching new products including sanitizer and disinfectants spray under the brand
name the dove.
General objectives
 Deliver long-term superior value to reshaping the portfolio of the organisation and
being a fast and low cost police digitalize company.
 Serve people everywhere through data dual relationships and channel availability for
managing better relationships and achieving the goals related to marketing.
 Using the scale for building the trust through transparency and you purpose to lead the
business models.
For achievement of goals and objectives related to marketing, organisation has to use
a proper strategy which is capable of using all the resources together towards a particular
direction of goals and objectives. In relation to current scenario of Unilever, the best suitable
approach to the firm is adopting STP approach. This approach is discussed below:
STP approach
STP approach can be defined as an approach which is used by the organisation to achieve its
marketing objective. Include division of marketing strategy in three segments segmenting
targeting and positioning (Lovelock, 2011). Under these three step organisation has to divide
each and every strategy of marketing in three categories will it can easily implement a proper
plan and achieve its goals and objectives. In relation to Unilever, STP approach is discussed
below:
Segmentation:

Segmentation is a process related segmenting the market according to the production
service of the organisation which helped the firm in using the marketing concept. In relation
to Unilever, organisation can also use the process of segmentation where it can implement the
marketing strategies to achieve marketing objective. it will used to divide the market in
demographic, psychographic and lifestyle basis. All these distributions are discussed below:
Demographic segmentation: Under the demographic segmentation, Unilever can use
to divide its market according to income gender education level and age of different
individuals live in the target market. Unilever is a multi-good organisation so organisation
will target the customer according to each and every product. In the current situation of
covid-19, organisation will target the customer for its sanitizers and disinfectants spray. For
this organisation will forget the age group of 10 to 60. In relation to gender, organisation will
target both male and female genders. There is no division according to education level of
individual because organisation of the products which can be consumed by both educated and
non-educated individual.
Psychographic segmentation: In the segmentation the major focus of Unilever is
toward personality and emotion of the individuals. Real the organisation to focus on attitude
lifestyles hobby and risk aviation factors included in the products of the organisation. there is
no risk involved mint within the products of Unilever because organisation is operating in
consumer goods which does not involve high cost. Organisation is also use differentiated
price strategy where quantity buying is the main focus of the firm to attract the lifestyle and
emotional customer.
Targeting
In the stage of targeting, organisation has to follow the process of segmentation where it
determine and select the market and planned advertising media which has to be used by the
organisation to appeal the customers. In relation to segment customer, organisation can use
different kind of tools and techniques like online advertisement and data collection which
will help in targeting the potential segmented customers. In relation to the Unilever,
organisation has three choices to cover the market which are undifferentiated differentiated
and niche marketing. Organisation head and choose a particular strategy to target the choice
to purchase the dependent on the products and services which been offered to the customer.
In addition to the current scenario and differentiated marketing is the best option which can

be focus while targeting the customer in whole and promoting the products that have wide
target segment (Joshi, 2012)
Positioning
It is the last stage in the process of STP. Under this stage organisation has to focus on
the reviews of a customer after implementation of a particular strategy. It is important stage
in gaining competitive advantage in the market. Under the stage of positioning organisation
in use three types of key positioning structures within the brand to achieve the competitive
advantage. These are functional positioning symbolic positioning and experiential
positioning. In relation to functional positioning Unilever can focus on the aspect of products
and services that can be full fill the customer needs and desire. In symbolic positioning
organisation has to focus and characteristics of brand that fulfil the customer self-esteem and
in experiential positioning, organisation has to focus around the characteristics of the brand
that stimulate the sensory of emotion the connection with customers.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year
Investment 11000 20000 6500 5000
Initial money 11000 7000 5500 5000
Total 22000 27000 12000 10000
Marketing
outlay
15000 2000 3000 5000
Sales
publicity
2200 1000 1000 1000
Direct selling 4800 3500 1000 1000
Promotion 5000 1500 5000 2000
Total 27000 8000 10000 19000
Monitoring and feedback

It is the last stage under the marketing plan where marketing team has to regularly
monitor the performance of overall team. In relation to Unilever, marketing manager within
the team has to review the performance by using appropriate frameworks as well as monitor
the complete progress so that decisions can be taken towards the achievement of goals and
objectives. Hear the approach of regular feedbacks and analyzing the customer behavior can
be used.
CONCLUSION
It can be concluded from the above mentioned information that it is important for an
organisation to identify different factors related to marketing strategy so that it can establish a
relationship between marketing and other function of the organisation for a better and
cooperative environment. it can also concluded that using a proper marketing plan will help
firm in achieving its objectives related to marketing and developing a separate image within
the market by achieving the goals and objectives in relation to the marketing mix.

REFERENCES
Joshi, M., 2012. Essentials of marketing. Bookboon.
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Rossi, P. E., Allenby, G. M. and McCulloch, R., 2012. Bayesian statistics and marketing.
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Silberschatz, A., Galvin, P. B. and Gagne, G., 2014. Operating system concepts essentials.
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