An Analysis of Marketing Strategies and Theories

The provided assignment is an in-depth analysis of marketing strategies and theories, covering topics such as social media marketing, big data analytics, content marketing, and the marketing mix. It includes a list of references from academic journals and online resources, providing a comprehensive review of the subject matter. The assignment is likely intended for students pursuing higher education in business or marketing-related fields.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
(Covered in PPT).........................................................................................................................1
TASK 2............................................................................................................................................1
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives.......................................................1
TASK 3............................................................................................................................................3
P4 Produce and evaluate a basic marketing plan for an organisation.........................................3
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is define as a process which is adopted by an organisation in order to promote
goods and services with the help of advertisement in magazines, social media and many more
(Baker, 2016). This help in reaching wide range of customers at global level. Marketing is one
of the important part of a company because with the help of effective marketing strategy, firm is
able to secure its position in a competitive marketplace. This report is based on Unilever which is
operating in consumer good industry . It is founded in year 1929 and its headquarter is in
London, United Kingdom as well as at Rotterdam, Netherlands. The respective company offer
variety of products ranges at worldwide level. This report explains about the roles and
responsibilities of marketing function and their relation with other departments such as finance,
production and many more. Along with this, there are various marketing mix strategies which a
company apply in order to achieve its goals and objective in effective manner. In order to expand
business, organisation formulate marketing plan through which they are able to determine
strategies and functions.
TASK 1
(Covered in PPT)
TASK 2
P3 Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.
Marketing mix is define as process of set of action or strategies that an organisation use
in order to promote goods and services in effective manner (Barrales, Martínez and Gázquez,
2014). Unilever and Nestle are two organisations which are compared on basis of 7Ps of
marketing mix that is explained as follows:
Basis Unilever Nestle
Product Unilever has wide variety of products and
brands. This company makes 400 brands
which has high level of popularity and
brand recognition (UNILEVER
MARKETING MIX, 2019). With the help
This company deals in various kind of
products such as beverages, milk and
milk products and many more. There
are two main brand that has high
contribution in brand equity is nescafe
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of product type divisional strategy, it
helps the respective company to produce
and distribute goods to customers.
Unilever serve their products and services
in 180 countries.
and Maggie. Along with this, it also
maintain quality of products due to
which there are less complaints of
products.
Price This company has adopted competitive
bases pricing strategy for distribution of
its products to customers. Along with this,
it also offers discounts which help them to
increase their sales. In case of premium
products whose prices are high as
compared to other products, they focus
more on maintaining their quality as well
as their image.
The pricing strategy of respective
company is competitive based. They
set price of their product as per the
competition level (Marketing mix of
Nestle – Nestle marketing mix, 2019).
The main strength of respective
organisation is packaging which helps
in making their product different from
competitors.
Place Respective organisation has adopted both
traditional as well as modern method of
distributing goods in different areas. The
company is investing more time on digital
transformation with the help of digital
sales in order to increase sales. Unilever
was the first company in India that
introduce shampoo at low price in rural
areas.
Nestle serve their products and services
in approximately 500 countries. In
addition to this, it also has its online
channel through which it provide its
goods and service to its potential
customer worldwide.
Promotion Unilever apply both traditional and social
media to promote its goods and services.
With the goals of enhancing brand
recognition, respective organisation run
their promotional campaigns frequently.
This company is one of top spenders who
invest more on their advertisement and
Nescafe is one of the strongest brand of
Nestle which has one of the best
advertising cafe. At the time of
promoting goods and services,
respective company focuses more on
quality and value of the product which
help them to increase their sales as well
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has the power of marketing to build brand
image and push sales (Beck and Reichert,
2012).
as profitability ratio.
Process Respective company make sure that its
products and services must be available at
the store at location where it is operating.
Along with this, it also provide online
delivery system so that its products can
reach its customers located in different
countries.
Nestle make effective use of advance
technology through which they are able
to improve quality of their goods in
proper manner. Along with this, they
also do marketing research in order to
determine needs and requirements of
customers.
People Unilever has people which work under
sales team has a major role in marketing
efforts. These people are provided
training and development programme so
that they can perform their activities in
effective manner. This will help them to
achieve goals and objectives of
organisation in a given period of time.
In order to handle customer feedback
and their needs and requirement,
respective company provide training so
that they can deal with their customers
in effective manner. Along with this,
they also indulge their employees in
advertising campaigns for the motive
of sales in different countries.
Physical
Evidence
Unilever sell its products in different
packaging so that it will easy for
customers to recognise it. It also has its
online website which is user friendly
through which its customer is able to view
high quality images from various angles.
Respective company is creating
connectivity of coffee with logo of
Nescafe at different location (Bigat,
2012).
TASK 3
P4 Produce and evaluate a basic marketing plan for an organisation.
Marketing plan is define as a advertising strategy that is formulated by the company in
order to expand its business or introduce new product at competitive marketplace (Biggemann,
2012). This helps in generating leads as well as reach target markets.
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Objective:
This is the first stage of marketing plan in which all activities as well as strategies of a
company is formulated on the basis of objectives set. The objective must be clear and specific
and it must be achieved within the time set. Objective of Unilever company is:
 To launch biodegradable packaging at Mongolia within 6 months for enhancing their
profitability ratio and market share by 20% more.
Mission:
The mission statement of Unilever is to add vitality to life. Along with this, to meet needs
for nutrition, hygiene and personal care in order to help people to feel good, look good and
improve standard of living.
Vision:
The vision statement of Unilever is to make sustainability at a common location. In
addition to this, to believe in the long term which will help business to grow
Situational analysis:
Strength:As Unilever has a strong brand image as well as customer base, it will help the
company to create a positive impact in the minds of customers. This is because Mongolia is
polluted country and by implementing such objective will help in decreasing pollution which in
turn will create less health problems.
Weakness:As the respective company is dependent more on their retailers, so in order to
formulate this objective effectively they require their support (Chang, Yu and Lu, 2015)
(Constantinides, 2014). Without this, they wont be able to implement it in effective manner.
Opportunities: With the help of the objective set, Unilever can gain the opportunity of
business enhancement for environmental conversion through which pollution of Mongolia will
decrease which will result in less health problems.
Threat:As the respective company has large number of competitors, so there may be
possibilities that they may copy of the objective for increasing their brand image which can
create threat for Unilever.
Strategies Development
Segmentation:Respective company must target geographical location which is polluted
so that they can reduce pollution and make the environment healthy and diseases free (Du,
2015).
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Targeting:Unilever must target the polluted areas which will help them to enhance their
goodwill as well as increase number of investors.
Positioning:Respective organisation must launch campaigns before implementing the
objective so that they can teach customers about the way to use packaging of product as a
biodegradable source.
Market analysis:
Product:It consist of biodegradable packaging which will help in reduce pollution in
Mongolia by adopting eco friendly method. This will also aid them to increase their sales,
profitability ratio as well as market share.
Price:The pricing strategy will be dependent on the quality that will be bought by
customers (Erevelles, Fukawa and Swayne, 2016). Along with this, product of respective
company will be easily affordable to middle and upper class income group.
Place:In order to formulate the objective successfully, Unilever must target most polluted
country where they can reduce pollution and make environment diseases free.
Promotion:Unilever can promote their packaging with the help of campaigns, running
advertisement on newspaper, television, social media and many more.
Marketing budget:
Marketing budget helps firm to survey the cost in developing marketing plan and its
procedures so that Unilever can get knowledge regarding the expenses which can be incurred in
each step related in order to launch :
MARKETING BUDGET
PARTICULARS I Year II Year III Year IV Year V Year
Initial amount 6000 8000 12000 16000 16500
Investing 9000 9500 20500 28500 17000
TOTAL 15000 17500 32500 44500 33500
MARKETING OUTLAY
Promotion 5500 2900 3100 3600 3500
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Sales advertisements 2500 1850 3050 1600 1600
Direct selling 4000 1650 4550 2600 5100
TOTAL 12000 6400 10700 7800 10200
Evaluation and Control:
There are different methods that can be adopted by Unilever to evaluate and control
activities that are conducted under marketing plan (Fan, Lau and Zhao, 2015). This is the last
stage of marketing plan which helps in measuring performance of plan formulated. Respective
company is required to evaluate the activities and measure performance of the newly launch
product. In case, if any deviation occur, they must take corrective action so that it does not affect
activities of company. This method is also used in taking feedbacks from customers as well as in
targeting sales.
CONCLUSION
Hence, from the above report it can be concluded that there are various marketing
function which marketing manager of an organisation adopt which help in accomplishing goals
and objective in productive manner. This helps in gaining competitive advantage and securing
position at competitive marketplace. Along with this, it is important to have effective
communication and good relation with other departments so that organisation activities can be
done in effective manner. In addition to this, by comparing marketing mix with the help of 7Ps
of different organisation aid in determining their strategies and operation. Therefore, for
expanding business on other country, it is essential for an organisation to make effective
marketing plan. This is because through this, it will be easy to formulate strategies that will help
in growth and development of a company.
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REFERENCES
Books and journals
Baker, M. J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Barrales‐Molina, V., Martínez‐López, F. J. and Gázquez‐Abad, J. C., 2014. Dynamic marketing
capabilities: Toward an integrative framework. International Journal of Management
Reviews. 16(4). pp.397-416.
Beck, A. and Reichert, J. M., 2012, July. Marketing approval of mogamulizumab: a triumph for
glyco-engineering. In MAbs(Vol. 4, No. 4, pp. 419-425). Taylor & Francis.
Bigat, E. C., 2012. Guerrilla advertisement and marketing. Procedia-Social and Behavioral
Sciences. 51. pp.1022-1029.
Biggemann, S., 2012. The essential role of information sharing in relationship development.
Journal of Business & Industrial Marketing. 27(7). pp.521-526.
Chang, Y. T., Yu, H. and Lu, H. P., 2015. Persuasive messages, popularity cohesion, and
message diffusion in social media marketing. Journal of Business Research. 68(4).
pp.777-782.
Constantinides, E., 2014. Foundations of social media marketing. Procedia-Social and
behavioral sciences. 148. pp.40-57.
Du Plessis, C., 2015, July. An exploratory analysis of essential elements of content marketing. In
Proceedings of the Second European Conference on Social Media (pp. 122-129).
Erevelles, S., Fukawa, N. and Swayne, L., 2016. Big Data consumer analytics and the
transformation of marketing. Journal of Business Research. 69(2). pp.897-904.
Fan, S., Lau, R. Y. and Zhao, J. L., 2015. Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research. 2(1). pp.28-32.
Finch, D., Nadeau, J. and O’Reilly, N., 2013. The future of marketing education: A practitioner’s
perspective. Journal of Marketing Education. 35(1). pp.54-67.
French, J. and Russell-Bennett, R., 2015. A hierarchical model of social marketing. Journal of
Social Marketing. 5(2). pp.139-159.
Henriksen, L., 2012. Comprehensive tobacco marketing restrictions: promotion, packaging, price
and place. Tobacco control. 21(2). pp.147-153.
Järvinen, J. and Taiminen, H., 2016. Harnessing marketing automation for B2B content
marketing. Industrial Marketing Management. 54. pp.164-175.
Laczniak, G. R. and Murphy, P. E., 2012. Stakeholder theory and marketing: Moving from a
firm-centric to a societal perspective. Journal of Public Policy & Marketing. 31(2).
pp.284-292.
Malhotra, N. K., Birks, D. F. and Wills, P., 2013. Essentials of marketing research. Harlow:
Pearson
Online
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Marketing mix of Nestle – Nestle marketing mix. 2019. [Online]. Available
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What Is Marketing? Definition And Meaning. 2019. [Online]. Available
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Functions of Marketing in Business. 2019. [Online]. Available
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Responsibilities of Marketing Department. 2019. [Online]. Available
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