Marketing Fundamentals: Unilever Plc Case Study

Marketing fundamentals

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Marketing...................................................................................................................................1
Marketing process:....................................................................................................................1
STP:.............................................................................................................................................8
Marketing mix:..........................................................................................................................9
CONCLUSION:.......................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is the basic element of business management and is a process of performing
the activities within the market in respect to promote buying and selling of goods and services
for capturing target-base. The process assists in management of the business by creating a
workflow of goods and services starting from its production and ending with satisfying customer
needs. Fundamentals of marketing includes the process by which an individual or an organisation
obtains what they need and want through creating as well as exchanging the products and
services with others. Each company has marketing as its management process and Unilever Plc
is one of them which use marketing process to build up its brand image in the market. This
company is situated in London incorporated in the year 1929 and is a multinational company that
deals in wide range of products related to food, home care, health care, beauty products and
many more. Within present portfolio, marketing process is going to be explained in which it
includes situational analysis, objectives, strategy and many more. Along with it, some
frameworks and models are also going to be explained in this report. Furthermore, the model of
STP will be discussed and at last, marketing mix will be described in relation to the organisation.
MAIN BODY
Marketing
It refers to the activities, processes and set of institutions that are used for the purpose of
creating, delivering, communicating and exchanging the products and services of the company
that have value for customer-base. The process helps an organisation in boosting its sale and
helps in building brand value for the organisation. Unilever Plc uses the process of marketing as
this process helps the organisation in increasing the volume of sales operations and it also
facilitates the company in enhancing the level of productivity as well as profitability within the
business.
Marketing process:
The process of marketing includes a series of steps that allow an organisation in
identifying the problems of customer-base, analysing market opportunities as well as creating the
marketing materials for reaching out top the potential customers. Unilever Plc is using this
process because it helps the company in developing its brand value by knowing the perceptions
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of the customers. There are certain stages in the process of marketing that are described as under
in context to Unilever Plc:
Executive summary:
This plan will help Unilever to bring new product range and promote those products with
the help of social media platforms. As Unilever is a consumer goods company, the brand will be
bringing new range of fruit flavoured yogurt which will be made with purity with more fruit
content and with less additives.
Situational analysis:
SWOT analysis of Unilever
STRENGTHS
 Global brand presence as the company is
operating in more than 190 countries (HU,
and QIAO, 2017).
 Diversified product range.
 Strong research and development
initiatives.
 Effective distribution channel.
 Effective CSR practices has been helpful in
strengthening position in global economy.
WEAKNESS
 Limited business diversification.
 Easily imitable products.
 Easy substitute availability.
OPPORTUNITIES
 Incline in demand for health-conscious
products.
 Incline in economies demands.
 Effective use of social media platforms for
promotions.
THREATS
 High competition.
 Incline in popularity of private labelling of
products.
 Limitation of products.
 Economic crisis.
Objectives:
 Unilever will bring new fruits flavoured yogurt which will be made of pure fruits and without
artificial essence. Through using fresh fruits in their new yogurt range, the company will
offer purity within their products range and will deliver fresh products to meet the demands
of health conscious and all group of customers.
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