Marketing Essentials: Roles and Responsibilities of Marketing Function in Unilever

This article discusses the roles and responsibilities of the marketing function in Unilever and how it interacts with other departments. It also explores the nature of marketing and the marketing mix. Additionally, it provides insights into the marketing plan of Unilever.

Marketing Essentials

INTRODUCTION
Marketing is a business action that plays a crucial function in the progress of a business
establishment. Although marketing consist of different actions, its actual motive is satisfying
customer desires. Thus, marketers must excel in understanding consumer behaviour in context of
execution a much more effective marketing plan than its competitors. In addition to this, there
are diverse marketing essentials such as endorsing, promotion and sales techniques which help
the company to provide data about its products and facilities in marketplace. For the
accomplishment of this report Unilever is the company which is included. It is a British Dutch
international customer goods company (Chernev, 2019). This company was established in 1929
and is headquartered in London, UK and Rotterdam, Netherlands. It specialise in food items,
sweets, energy drinks, baby food, soft drinks, ice cream, beauty products, personal care,
medicine and pharmaceutical healthcare commodities and many more. Current report will
include information about roles and duties of marketing function and this department interrelate
with other functions of company. Moreover, diverse elements of marketing plan will defines
through including different factors.
TASK 1
P1.
Definition of marketing- Marketing is an activity or procedure, set of organizations, and
procedures for making, conversing, bringing and trading providing that have worth for
customers, consumers, associators and culture at large. It indicates to processes an enterprise
commences to endorse the purchasing or selling of a company or facilities. It as a discipline
considers all the activities an organisation accepts to draw in consumers and manage relations
with them. According to Philip Kotler, “The knowledge and art of investigating making and
delivering worth to execute the strains of target marketplace at an earnings (Okumus and Cetin,
2018). Marketing finds out unsatisfied demands and wants. It explains methods and enumerates
the dimension of the found marketplace and income impending.”
Nature of marketing- Marketing is a complex function and does not sum up to sales only. The
nature of marketing can be acknowledged under the subsequent components:
Human activity- Basically, the phrase advertising is an individual process within human
requires is fulfilled through human effectiveness. It is a person activity for individual fulfilment.
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Consumer oriented- A commerce survives to fulfil individual demands, hence commerce
must identify the needs of buyer and therefore manufacture commodities and facilities according
the demand of target audiences. therefore, only those commodities should be manufacture that
fulfil customer demands and at an affordable income to the manufacturer.
Art as well as science- Marketing is the art and science o selecting target markets and
fulfilling target audiences by creating, delivering and sharing high consumer value (Balis, 2020).
It is a tool of making the products accessible at right time, right place, in right hands, with right
quality as well as using effective cost.
Exchange process- All marketing processes rotate around business trade activity. The trade
procedure involves transactions among purchaser and vendor. It also considers replace of
machinery, replacement of data and replace of feelings.
Starts and ends with consumers- Marketing is a customer familiarized and it is essential to
know about the concrete need of customer is. It is potential only when needed dataassociated to
the products and facilities is gathered from target audiences. It is potential only when needed
data connected to the products and facilities is gathered from the consumer. Therefore, it is
opening of advertising and the promotion end as soon as those products and facilities deliver in
the right hands of consumer.
There are diverse roles and responsibilities are executed through marketing division in an
enterprise such as Unilever. They are defined as beneath:
Gathering and analysing marketing information- It is consisted as a crucial function of
marketing division as it help in collecting information from marketplace about needs and
preferences of customer regarding goods and facilities which are provided through company. In
Unilever, the management of the venture gather information about consumer’s demand and
requirements so that they can recommend facilities accordant to them. When they are aware with
the individual’s needs then they obtain diverse choices concerning winning advertising of its
products and services (Bünte, 2018). In this form marketing play a crucial function in assembling
data so that the organisation can recognizable with the needs of marketplace and organisation can
manufacture commodities accordant to market or consumer demand.
Marketing planning- It is an important accountability of promotion function as it enables in
developing profits, producing and endorsing organisation. In Unilever, the administration of the
organisation designs and frames plans and strategies for the trading of products and services of
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establishment. They framed strategies to improve sales of the venture that are offered through the
corporation to its potential consumers. They formulate plan according advertising tools so that
they can alert with their products and facilities.
Branding- It is a process of offering a brand name to commodities and facilities to make it
differ from its rivalry items and facilities. In Unilever, the management of the corporation utilize
diverse methods and equipments which are connected to branding of its goods so that customers
are alert with enterprise and its goods and facilities that are providing through it (Wilson,
McCabe and Smith, 2018). This corporation provide different commodities more than 400
brands by utilising the brand of it so that those goods are understood as the brand of this firm. As
it is well known establishment and it directed to maximising the earning of venture.
Promotion- It is an activity of providing data about the commodities and facilities that are
provided through respective enterprise by using diverse endorsement tools. In Unilever, this
function of marketing plays an essential role in creating awareness about the commodities and
facilities of the enterprise. For this, marketing division utilise different promotional channels
such as social media, news paper, TV and many more. It enable in maximising sales and number
of consumers as well as in Unilever, marketing division of respective establishment play an
efficient role in attaining business goal of it through utilising several publicity techniques.
P2.
There are diverse roles and accountabilities that are included through marketing division in
context of attaining objectives of Unilever, Along with this, marketing unction also interrelates
with other function of this company which defined as under:
Marketing with Human resource- Marketing division of Unilever interconnect with HR
function for diverse reasons. Marketing is all about branding and familiar customer about the
products and facilities of organisation. Marketing and human resource both functions are
associate to each other as when the promotion division require workers to fill the empty positions
of this division (Zahay and et. al., 2019). Then, HR administrator recruits skilled applicants
through utilising efficient methods of staffing. While marketing department is associate to HR,
when this department provide notification and data about post then they use marketing tools. So
that they can familiar candidates regarding job role and needs associated information. In such
form both divisions are connected to each other and make growth in business of establishment.
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Marketing with production- Marketing function also interrelates with manufacturing
department and take assistance of it in different manner and ways as marketing is a process of
selling, buying, endorsing, trading and providing goods and services to consumers. In Unilever,
marketing function provide data about the market trend and modification in customer’s demand
and preferences to manufacturing department so that this division produce goods according
market requirement (Eletxigerra, Barrutia and Echebarria, 2018). Marketing and production both
are crucial department of the organisation because when the management formulates sales target
then manufacturing function enable in accomplishing goals and hitting set targets through
manufacturing commodities accordant individual needs. It will help n achieving the set
objectives and business aims in well developed form.
Marketing and sales- Marketing and sales division both are connected to each other as
marketing division offer data about the items and facilities that are greatly liked by individual of
marketplace. So that sales administrator set its aims through considering the sales of those goods
and services. In Unilever, staff of sale divisions deal with target audiences and provide products
according their necessities that help in accomplishing sales goals of firm. Marketing function
make adequate endorsement wherein print, broadcast and digital so that customer aware about
gods and attract by promotional tools of items. This department design advertisement that are
emotionally connected with the feelings of customer with commodities and buy items that enable
in attaining sales aims of establishment.
TASK 2
P3.
Marketing mix refers to the amalgamation of factors used to endorse products and services.
These components contrast, supported to the explanation of the key components which create
impact on marketing that are relegated to because the P’s of marketing mix (Ivanov, 2019). The
explanation of marketing mix of P’s of Unilever and Nestle in comparison form is as below:
Marketing mix Description Unilever Nestle
Product It states to the activity of
conveying raw material
into finished products
that have some value
This firm has 4 major
classifications such
as food items,
refreshment, personal
Nestle provides an
extensive variety of
commodities such as
Nestea, Nescafe, Kit
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and worthy for people. care, beauty product,
home care and water
purifier etc. The
organisation provides
products more than
400 brands.
Kat, Maggie and
many others. They
have been providing
range or variety with
quality to the
consumers
(Poleschuk, 2019).
Price It mentions to the cost
that is set through the
administration of
company for selling the
products and facilities of
establishment.
In term of selling
products and services
of company, the
management of
Unilever consider
and follow several
pricing strategy such
as penetration,
premium and
competitive pricing
strategy.
In Nestle, the
management of firm
use several kind of
pricing strategies
according its
products like
skimming,
competitive and
packaging or
consumption based
pricing strategies.
Place Generally, it indicates to
allocation and
distribution tools by
which customers can
reach to goods and
services of company in
easier manner (Fill and
Turnbull, 2019).
The respective firm
runs its business in
more than 190
countries. The
company provide its
commodities by retail
and direct shops. In
form of direct stores,
the venture is T2 and
Ben & Jerry’s Scoop
outlets.
Nestle operates its
business in estimated
189 nations. The
establishment has its
own sales and
distribution network
and displaying its
commodities in the
supermarkets and the
malls.
Promotion It indicates to the In respective In term of promotion
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activity and action of
creating awareness
regarding the
manufactured items and
services of company by
marketing tools (Plant
and et. al., 2019).
enterprise, the firm
utilise digital media,
e-commerce, digital
campaigns, celebrity
promotion, print
media, hoardings and
OOH media to
endorse its
commodities.
its goods, the
administration of
Nestle utilise
marketing campaign,
TV, video promotion
and also utilise
TVC’s and ATL
marketing etc. In
addition to this, the
administration of
Nestle utilise social
media, newspaper,
magazines and many
more to advertise its
commodities.
Process It indicates to the
process of producing,
allocating, promoting
and packaging products
that are produced by the
business organisation.
In Unilever, the
management of
organisation
distribute and publish
its products and
facilities through
utilising efficient and
adequate technology
(Pater and Cristea,
2018).
The respective
organisation has been
manufacturing the
product through
practising it using
effective technology.
The form Nestle has
been utilising its
vending machine to
serve the customers
easily shows that
they have understood
the demand of target
people.
People It refers to those people
who make their
In Unilever, workers,
retailer, distributors,
There are more
approx 339,000
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efficient
involvement in
manufacturing and
many more actions
(Šedík and et. al.,
2018).
labour and
consumers are main
individual who assist
in operating the
business of
organisation. There
are estimated
155,000 workers
make their
involvement in
enhancement and
growth of company
individual support
and provide their
contribution in
operating the
business of
establishment. In
Addition to this,
retailer, distributors
and customer play an
appropriate function
in it.
Physical evidence It indicates to the touch
ability, tangibility and
physical structure of
products, size, shape,
design and packaging
etc (Elrod and
Fortenberry, 2018).
The administration of
Unilever provide
goods in several size,
shape and utilising
packaging of
reusable material.
Along with this they
use distinct
packaging so that
product can be
recognising in easier
form by target
audiences.
Nestle has been
creating a effective
data connectivity
through establishing
coffee corners with
their logo of Nescafe
in vending machines.
They use distinct
colour packaging so
that goods of this
company can be
easily recognised by
target audiences.
TASK 3
P4.
Marketing plan
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It is a blueprint and report framework that considers different actions and factors that are
included through marketing department towards a company for the production of goods and
services. It is essential to the venture as with the assist of the management of the firm can set its
mission, vision, aims and objective so that it can accomplish its formulated aims in efficient
manner (Malhotra, 2018). This plan is framed in context of Unilever regarding the launching of a
new service as “Unilever Meal” that helps in food deliverance. The marketing plan in
perspective of respective enterprise is as under:
SOSTAC model
This conception is developed by P. R. Smith so that wider portion and part of commerce
establishment can formulate business plans and plan of actions for establishment. In Unilever,
this model can be execute and use through the administration of enterprise during the time of
making absorption on transform the unique communication and framing an overall marketing
plan for the enterprise. This conception can be utilised in Unilever in following way and style:
Situation- Within it, the appropriate situation determination of the company takes position. For
this interior and exterior commerce environment of the firm is measured. For the administration
of the enterprise can perform SWOT examination that is as beneath:
SOWT analysis- It is a tactical technique that is used organisations to analyse the
extrinsic and intrinsic factors of the venture that form impact over business of enterprise (Lu,
Poon and Weng, 2018). It can be a procedure of decisive ability, weaknesses, development
chances and threats of the firm. SWOT investigation of Unilever is as beneath:
Strengths Weaknesses
 It takes pleasure in its global presence
in more than 190 countries that
advantageous the market position and
brand image of being actually
international.
 The organisation uses data to develop
and for more effective segmentation of
the customers. It assists the company to
deliver more relevant and adequate
information.
 The key limitation of the company is
that its products can be substituted in
easier manner through substitutes in
rising marketplace in Africa and Asia.
 The company is greatly based on its
retailers for its business that generate a
instant impact on target audiences as
buyer is directly influenced through the
performance of retailers in this industry.
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Opportunities Threats
 The Asian market is growing rapidly
and tabooing in to these markets can
provide development chances for quick
growth and high revenue (Nikiforova,
2018).
 Range of people is progressing
towards the healthy products that are
again an area to development for
Unilever.
 High extent of rivalry and competition
is one of the main risks that influence
the business of respective
establishment.
 Modification in government rules and
laws as well as currency fluctuations
globally influences the monetary
performance of Unilever.
Mission- The motive of the organisation is to add legitimacy to life. The organisation meet each
day requires for nourishment, cleanliness and private care with brands which helps individuals
feel good, look good and obtain more out of life.
Vision- The main goal of the enterprise is to make sustainable living ordinary place. They
consider that it is the best long time form for their commerce to develop.
Objectives- It mentions to the aims that are framed and designed through the administration of
corporation so that the company build development in its commerce. The objectives that are
formulated through Unilever regarding food deliver facilities are described as under:
 To maximise the sales of the organisation by 4% within 8 months with the assistance of
providing excellence facility.
 To enhance the productivity and market share of the company by 5% within 8 months
through providing satisfactory food delivery service.
 To maximise the 7% of the consumer base in 10 months by its effective facilities and
goods.
Strategy- It mentions to that strategies which are framed through the management of the
company for attaining the set goals of the business organisation (Wirtz and Lovelock, 2018). In
Unilever, the administration of the firm will create strategy for its new delivery facility so that it
can appropriately accomplish its set goals. The plan of action that can be executed through this
venture is as beneath:
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STP- It states to segmentation, targeting and positioning of the customer accordant
facilities and goods as per their needs. The detailed information of this method is as beneath:
Segmentation- Within it, the administration will make concentration on the categorisation
of the marketplace in small section as per demographic, geographic, behavioural and psycho
graphic (Chernev, 2019). So that, the management of Unilever can determines the area to
provide the food deliver facility. On the basis of it, marketplace can be segmented as per
provided facilities.
Targeting- In it, the administration of Unilever can find out its customer in categorizing
teams that are interested in taking the benefits of this service. For its food delivery facility, the
management of the organisation can target college students, professionals, working individuals,
food lovers and youngsters etc.
Positioning- Within it, the administration of the venture can positioned its new food
delivery facility will be set in the mentality of target audiences through exclusive service similar
to offers on first 4 orders, cash back on first 5 orders and discount etc. It will assist in attracting
individual and encourage them to take advantages of its food delivery facility (Okumus and
Cetin, 2018). It will enable in increasing the sales and improving market share of the particular
organisation.
Marketing Budget
10

Tactics- It refers to those plans and tools that are used through the administration of the
corporation to solve short time problems. In Unilever, the management of the corporation can
utilize plans of action to accomplish the commerce aims and goals of the corporation. With the
utilisation of numerous strategies the administration of the organisation can conscious customers
with its goods and facilities (Balis, 2020). For instance, in Unilever, to aware the objective
audience with its new food delivery facility, the company can utilize diverse advertising
techniques such as social media, web ads, radio, newspaper, TV, magazines and websites etc.
Actions- This stage of this conception is included with several plans which are required to be
performed. In Unilever, the management of the venture chosen diverse responsibilities and roles
to dissimilar employees so that place aim of the organisation can be attained in set time frame. It
can be a structure and form through which a company can accomplish its set goals in easier form
with the assist of its workers.
Control- Within this stage, the administration of the corporation manage or unnecessary
processes of corporation. They examined that the plan of actions which are formulated through
them in perspective of establishment development with the assist of new food delivery app are
effective and work appropriately (Bünte, 2018). In Unilever, they can obtain response of their
target audiences on normal base so that they can manage on the problems if they are arisen and
experienced through its customers will enable in building manage and solving problems that are
influence organisation in diverse ways.
CONCLUSION
It has been summarised from the described data that marketing is an appropriate activity of
selling, purchasing, endorsing and trading products and services of enterprise. There are diverse
efficient roles and accountabilities are executed through marketing division such as branding,
endorsement and gathering data about marketplace. In addition to it, marketing department also
interrelate with other department of firm. Marketing mix is an appropriate technique that
explains data about goods, place, promotion and price etc. Marketing plan is an essential
document which includes information about diverse factors and features that play an adequate
function in attaining business aims and goals.
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