Marketing Essentials for Unilever: Application of Marketing Mix, Tactics, and Plans

This report discusses marketing essentials for Unilever, including the application of marketing mix, important tactics, and basic and strategic marketing plans. It also covers segmentation, targeting, and positioning strategies used by Unilever. The report concludes with a coherent evidence-based marketing plan.

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
TASK-2............................................................................................................................................3
Part-A...............................................................................................................................................3
Application of marketing mix to the marketing planning processes...........................................3
Important tactics..........................................................................................................................4
PART-B...........................................................................................................................................5
Basic marketing plan for an organisation....................................................................................5
Coherent evidence based marketing plan....................................................................................6
Strategic marketing plan..............................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing Essentials are said to be one of those principal formulations of marketing
which are used by various organisations in order to carry forward the factors of marketing. It is
said that there is a prospect that is followed by every organisation with regard to marketing and
the roles and responsibilities are therefore the factors that will analyse customers (Pike, 2020).
The entire report will explain about marketing essentials along with various components that are
necessary in order to start and process marketing. The organisation that is chosen in this regard
as Unilever. Unilever is a British multinational organisation with headquarters in London,
England. The organisation is more into bringing about products that are necessary for people and
the marketing prospects of the organisation are derived and affected in this report.
MAIN BODY
TASK-2
Part-A
Application of marketing mix to the marketing planning processes
Marketing Mix UNILEVER APPLE
Product There are many products that are
designed for the betterment of
people. Health care and personal
care products are being dealt
(Paurva, 2019)..
The organisation is into bringing
about the wide varieties of
electronic products. They
include mobiles, laptops,
systems, etc.
Price The pricing strategy of the
organisation is low to moderate
which is one of the important
speculation.
The price of the items that are
oriented is very high when
compared to the other gadgets.
Place The products are usually put for
availability in various channels
of distribution (Paurva, 2019).
They are also available in
The products are available in
physical stores and are also put
for sale online.

physical stores.
Promotion The organisation uses multiple
channels for promotion. The
traditional media is also been
incorporated in the promotional
aspect.
The organisation uses apt media
for promotion. The promotion
techniques are all vigorous
where the premium methods are
highlighted.
People The products are being used by
different people all around. And
the products suits all the classes
and demographics.
People of high class usually
prefer this type of gadgets that
are included (Paurva, 2019)..
Physical evidence Reviews that are brought about
by the customer perception are
marked
The usage of gadgets is the
spectacular approach to wards
the evidence based marketing.
Process The customer feedbacks are all
highlighted with various
inceptions.
The customer’s approach
brought about varied sales.
Important tactics
Tactics are a part of deriving the policies of marketing and organisation. Marketing activities are
brought about by different essentials that are to be incorporated in the organisation and will also
include flourishing results. In order to achieve the objectives of marketing within no time it is
necessary that the static will have to be employed by the organisation. Some of the basic tactics
that are being followed by the organisation Unilever in order to increase its marketing base
include those of value quality service Innovation and trust (Pike, 2018). These are the
formulations that are brought about by the functional unit of marketing in the organisation and
employed by a good deal of management. Marketing is a never-ending phenomenon that is
brought about by various speculation. In order to move ahead with the certain policies that the
organisation require and mainly the company Unilever which is known to be one of the most
reputed one marketing is an essential component of dreaming about the choice of products. The
tactics that are being applied by the organisation in order to emphasize upon marketing and its
formulations include those of determining value of the product that is further being evaluated

upon quality. There might be certain quality issues that are pertaining with regard to the products
and that might certainly impact marketing essentials. Innovation is one of the important
speculations that is pertaining in the industries now and then. The organisation Unilever is into
innovation and will bring about all the required essential that are necessary for the organisation.
This is brought about by a kind of trust that is being incorporated in the organisation and the
loyal customer base is also attend (Charlesworth, 2020). This is one of the biggest tactics where
the customers and their interests are prioritised. Once the customers are prioritised then the
organisation is in the pace of development and is also ready to sharpen every measure that is in
regard to attaining its objective.
Part-B
Basic marketing plan for an organisation
SWOT Analysis
Strengths: the strength of the organisation is its strong brand presence and how far it is operating
in the marketing world. It has an entire base of bringing about a competitive advantage with the
reputation it has gained through its brand.
Weakness: the weaknesses that are in regard to the organisation is done very minor change
where it have to get adapted to the change in policy is. Change management is required in order
to bring in the essence of establishments in the organisation.
Opportunities: the opportunities that are falling in regard to the organisation as its Global
presence. It has attained a good reputation and therefore it has a chance to expand into all other
countries throughout the globe.
Threats: the threats that are in regard to the organisation is competition. Competition is said to
be at the perks of being the best and therefore this is regarded to be one of the major threat that
the organisation will have to work upon.
Segmentation, targeting and positioning
Segmentation: like any other organisation Unilever is segmented into different demographics. It
brought about various personifications of customers and therefore it has segmented their base
into catering the needs of different age groups as well as different classes. It follows all kinds of
segmentation and mostly the demographic segmentation and based on this particular aspect it
brings about all its products.

Targeting: the major target of the organisation is every class of people. There is not a single
class that it is unique in targeting but there are a lot of factors that fall in regard to the
organisation because it brings about its products that will be best suitable for kids and elders.
Positioning: the positioning of the organisation is on a valuable term because it is incorporating
all the policies in order to bring about the products that are useful for customers. In this regard it
is standing at a highest place in the market race and with a consistency towards growth prospects
it is arriving at standards.
SMART Objectives
Specific: true specific objective the organisation is more oriented with what kind of goals that it
will have to incorporate in order to move ahead with the product strategies.
Measurable: The goals that are separated by the organisation are always oriented in terms of
measuring their value. Their goals are so much incorporated that they can be within the limits as
well as the stipulated cost analysis.
Achievable: the organisation is more focused upon the driving it goes to be the most achievable
because it is not until when the goals are achieved that the organisation is more into profitable
terms.
Realistic: the decision making of the organisation is term to be one of the realistic aspect where
it brings about all the formulations in order to eradicate speculations.
Time bound: the organisation is more oriented with the time bound analysis that every objective
that is being derived is being achieved within no time.
Coherent marketing plan
Marketing strategies: the kind of marketing strategies that are being employed by the
organisation include advertising and promotional activities that are a part of marketing mix.
These are essential because in order to take products into the customers it is necessary that they
will have to identify the products that the organisation is presenting. In this regard the kind of
marketing strategies include that of promotional activities which will bring about customer
infection such that the required customer base can be attained.
Current business marketing position: Unilever is regarded to be one of the reputed brand and
it is brought about by various mechanism that will provide customers with the right amount of
product that they require. This allocation is such that the resources that are a part of bringing
about the customer Inception are more oriented and left the organisation on terms of

development. It has attained a good name and fame and brought about by the marketing position
it is a leading producer of the required customer products.
Strategic marketing plan
Products
Unilever need to make their additional benefits towards the products and service while by
including delivering, warranties, credit and having after sales service, helpline services etc. It
should also introduce with having the latest trends in market and that could also help them for
knowing about their customer (Petrů, Kramoliš and Stuchlík, 2020). Organization required for
test market before going to commercialization of these offering new products lines and fulfil
customer needs.
Price
Organization needs to introduce their products with having offers, discount and lower
prices for short time period while in order to attract the customer towards goods and services.
The price about their products and services while by providing towards the online that could help
them for taking their better results in completion about goals and objective. Price penetration
strategy in offer initial lower price than having the competitors to gain high market share.
Place
Unilever allow to generate the more sales and that could also help them for taking the
better things in market position and try to make sure for having the easy navigation to its users.
Organization need to focus for improving the online websites that could easily become about the
user-friendly and that could be easy to use.
Promotion
Organization need to improve their websites through which they can easily create the
social media platform for which they can easily make their connection with people (Kolesnik,
2020). Bloggers can content about their social media pages and that might be important for them
in communicate for their wider people. These should incorporates the latest social media trends
while by using the hash tags, memes and so on.
People
Company needs to take their training for its sales force, purchasing people and customer
services those who can play their effective role for delivering products for their customer
(Jamshidian, Babooei and Rostami, 2020). These should be hire with having some of the

rewards, committed and respect towards their customer. While having such things this could also
led them for keeping their employee for working with highly effective manner.
Process
Unilever use computers access to handle an make their process for working with more
easer and also increasing efficiently and time for delivery to customer. Along with this also help
for knowing about how this could help them for taking high advantage and look various ways for
being innovative and improve its process in terms with cost and price.
Physical evidence
Organization must be required for collecting feedback from its customer regarding the
packaging and various other things (Opute, 2020). While through which this could led them for
knowing about how set up its shares and provides a shopper friendly environment and that could
also led them for knowing about how encouraging its customer to purchase to products.
KPI that could be required with having the proper estimation for using the online application.
Hiring the highly effective employee and make sure for having their various sources. While also
help them for knowing about how usually this could work and make the surety about budget and
sales volume. While this could help the Unilever for knowing about their better annual report and
sales for year. Innovation and creativity that could be used for the organization for which they
can easily complete their goals and objective. In such kind of things this could also led them for
working with high sources and make their business to be having the employee with competitors
in market.
CONCLUSION
The report concludes up on highlighting the aspects of marketing essentials. Through this
report one can easily understand the various formulations that are a part of marketing Essentials.
The chosen organisation is Unilever and the necessary formulations that call in regard to the
marketing mix as well as the planning process are explained in the report. The important tactics
that are being included in the organisational marketing plan are also portrayed with regard to the
quality of service that is being offered. The never ending phenomenon that is brought about by
various speculations as a derived by the policies of marketing. The basic marketing plan for the
organisation that will bring about situation analysis, target audience, goals, people-oriented in

marketing competitive advantage related to the place promotion profit everything is being
derived in this report. The coherent evidence-based marketing plan is also brought about by
various factors like that of income physical evidence products and services.

REFERENCES
Books and journals
Berkowitz, 2021. Essentials of health care marketing. Jones & Bartlett Learning.
Blythe and Martin, 2019. Essentials of marketing. Pearson UK.
Charlesworth, 2020. Absolute Essentials of Digital Marketing. Routledge.
Jamshidian, H., Babooei, M.R. and Rostami, M., 2020. The Strategic Plan of Revolutionary
Discourse from Imam Khamenei's Perspective. National Security. 10(35). pp.205-230.
Kolesnik, T.V., 2020. Marketing communication strategies are in agricultural business
management. Annali d’Italia, (10-4), pp.25-35.
Larson and Draper, 2020. Digital marketing essentials. Stukent, Inc..
Opute, A.P., 2020. Small and medium enterprises marketing: Innovation and sustainable
economic growth perspective. In Entrepreneurship Marketing (pp. 13-30). Routledge.
Paurva, 2019. Essentials of marketing research.
Petrů, N., Kramoliš, J. and Stuchlík, P., 2020. Marketing tools in the era of digitization and their
use in practice by family and other businesses. E & M Ekonomie a Management.
Pike, 2018. Destination Marketing. The SAGE Handbook of Tourism Management: Applications
of Theories And Concepts to Tourism. p.129.
Pike, 2020. Destination MarketingDestination Marketing: Essentials.
Online
Marketing essentials: [Online]. Available through < Marketing Essentials | Home >

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