Marketing Strategies of Persil: Situational Analysis, SWOT Analysis, and Competitive Analysis

This article discusses the marketing strategies of Persil, a detergent sub brand of Unilever. It includes a situational analysis through PESTLE and SWOT analysis, competitive analysis through unique selling proposition, and evaluation of current marketing strategies. The article also covers market segmentation, targeting, and positioning strategies of Persil.

MARKETING

INTRODUCTION
Marketing is a process company takes for creating, communicating, delivering and
exchange of products or services to the customers (What Is Marketing, 2021). Marketing is a
understanding of customers need and value. It includes advertising, selling and delivering the
product to the consumer or the other business. Persil is the detergent sub brand of Unilever. It
was developed in 1907. It was the first commercially laundry detergent which combine the
bleach with the detergent (Persil, 2021). It is a German brand which is manufactured and
marketed by Unilever. The brand name was derived from two of its ingredients sodium perborate
and sodium silicate. In this report the situational analysis through PESTLE and SWOT analysis
will be discussed. Competitive analysis through unique selling proposition will be discussed.
Then segmentation, targeting and positioning and SMART objectives and goals of the Persil and
the effective marketing strategies of Persil will discuss. The marketing mix elements of Persil
will analyse. On the basis of marketing mix marketing strategies are recommended to Persil.
MAIN BODY
Situational Analysis
Situational analysis is a process that analysis internal and external factors that affects the
organization, it is done before working on a new project or assignment. Marketing audits helps to
know the demand of products or services and helps in making decisions which shapes the growth
of the company (Vlados, 2019).
PESTLE ANALYSIS OF PERSIL
Political Factors
Political government in UK is firm in the context of ethos of democracy. The stable
governance states stability in government policies. With the stability company can make stable
position in the market and have a stable growth in the market. Persil managed to place good pace
with government rules and regulations, sometimes its economic performance gets Deteriorated a
bit because of change in any law (Thomas and et.al, 2021). Sometimes impositions of high tax
rate on raw materials by local government faced a barrier too.
Economical Factors
Country having high per capita income and GDP in terms of purchasing power. In 2014,
UK placed on the 10th position in the world to do business. Due to recent crises, purchasing
power of customers are getting low they don't spend more on expensive products. Persil is facing

difficulties in stable in the market. Changes in market conditions and economic trends on regular
interval, company face difficult to stable in the market (Samani and et.al, 2017). Convincing
customer's to buy the products is not easy because of substitutes having cheaper rate available in
the market. But with the increase in the population and demand of households product with good
quality helps to sustain position in the market.
Social Factors
UK's residents have high standards of living compare to another countries. Increasing uses of
hygiene products, Persil also adapted hygiene standards in their products. Persil detergent is
producing in such a way which never effect a skin of customer. Persil break the gender
stereotype by TV advertisement, showing a man in the advertisement instead of saying its just a
women's roles. Its tag line- Persil washes whiter that means cleaner any stain is washed by Persil.
Technological Factors
UK is successful in IT, research and development and regular innovations in technology.
Increasing uses of technology, by young generation enhances company to produce product with
the latest technology. Persil also implement with the latest technologies for production and
enhance the quality of products. The nature of stains has changed with the change in the latest
technology to deliver best cleaning results to colours as well as white clothes. The cost of
production is minimized by the IT expertise in Persil (Ravangard Khodadad and Bastani, 2020).
Persil improves its brand communications with customers through internet and through e-
business.
Legal Factors
UK's legal system is transparent, organized and efficient. Country scores high financial
freedom, labour freedom, business freedom and trade freedom. Persil apply section 6 of Health
and Safety At Work Act 1974 where labour feels safe to work in the organization. Persil also
follows some consumer laws that are: Consumer Protection Act 1987. The legal frameworks of
hygiene are factors are followed by the Persil (Camilleri, 2018). Monitory, taxation and fiscal
policies are followed by the company for smooth flow of organization without facing any
hurdles.
Environmental Factors
UK has greater reduction in the pollutants in the long term. Persil concerned with
consumer health and safety issues. The environmental issues also related to social corporate

responsibilities. Persil implement policies of health and safety and proper health measures within
operations and corporate and social responsibilities (Pistol and Bucea-Manea, 2017). Persil gave
training to different groups for adhering to the rule of the organizations standards and
management of ISO standards. Persil also launch in UK as the ' Amazing Oxygen Washer'.
Kyoto Protocol the carbon emission is generated by the Persil.
SWOT ANALYSIS
SWOT analysis stands for strength, weakness, opportunity and threats, which help to
know the position of the company. Through SWOT Analysis company will find the areas where
they are holding good position and the area of improvement. Strength and weakness are internal
where opportunities and threats are external factors of analysis. Through SWOT Analysis Persil
analysis its business and performance compare to its competitors and industry.
Strength
 High brand awareness gives high brand recognition and favourable launches in different
countries.
 Social and emotional connection with the customers.
 Regular innovations in the productions attracting the customers towards the brand and
technical expertise (Perera, 2017).
 Engagement of staff in the decision-making related to organization.
 Strong brand image globally.
 Good distribution channel.
 The good quality and hygiene product.
Weakness
 High prices compare to the competitors; the customer shift to the rival products.
 Unilever brand more focussed on product technology and developed product rather than
sell needed products.
 Company focuses more on developing countries than developed led to losses market
share.
 Having a parent company Unilever it gives a strong competition to both domestic and
foreign market.
 Skepticism on brand.

Opportunities
 Introduction of new line of product in the same product as Persil-gel with increase in
sales.
 Sell the product in specialized segment of a market.
 Promote and sponsor various events in the emerging market to get awareness among the
customer's.
 Increase in production of eco friendly products to grasps its products.
 With the increase in online and internet marketing, company has good opportunities to
sell its product through its websites and collaborate with shopping websites.
 Product can be for all the segments of customer with moderate price and good quality.
Threats
 Constant increase of competitors in the market whose price are lower compare to the
company Persil (Mothersbaugh, Hawkin and Kleiser, 2019).
 Decline in business activity, trade or market value in market economy.
 Price war specially in FMCG products leads to decrease profit margins.
 High competition in international market.
 Continuous change in the taste and preferences of the customers.
 Rise in the cost of fuel results to rise in distribution channel cost and budget.
 Continuous change has been effective over the brand image.
 Threats for Persil of having short product life cycle.
COMPETITIVE ANALYSIS (USP)
Unique selling proposition (USP) is a feature which tell product's unique quality and how
it is different from the competing brands in the market. This help customer to differentiate the
product from the competitors and purchase the products (Morgan and et.al, 2019). Unique selling
proposition helps to differentiate the products of rivals in context of higher quality, low cost and
uniqueness. The strategy of the brand is to pinpoint the uniqueness of the product within the
homogeneous competitors. It is adopted by the brands to influence the customers to switching
the brand. Persil uses its unique selling proposition by implementing its two phases that is market
research and its creativity. The market researchers of the company analysis how competitors

promote its product, what are customers preferences and market preferences. After analysis
Persil make its strategies how it is different from its competitors. Persil builds strong brand using
its USP such as ' Persil washes whiter' and by promoting its product by provide better hygiene
than other competitors (Do, and Vu, 2020). Persil is capable to get clothes clean than any other
detergents. It removes all the dirt more than any detergent without fading the clothes. It cleans
clothes in short span of time in compare to any other detergents. It has high quality product with
reasonable prices which are used by every segment of customers.
EVALUATION OF CURRENT MARKETING STRATEGIES:
Marketing strategies are overall plan of the business to attract prospective customers and
turning them into the potential customers of the products or services. Marketing is necessary for
any business for growth and maintain the interest of customer for the product. It includes
company's value, branding message, target customers and other elements. Persil strategies is
based on influence the customers by putting values and build trust and relationship. The current
marketing strategy of Persil is based on to attract potential customers and maintain the interest in
the products. The current market objectives of Persil for cleaner planet and to develop product
environmental friendly products for all age groups (Kalam, 2020). Marketing strategies of the
Persil is to increase brand awareness globally and provide brand message to potential customers.
Main principle of Persil detergent in simple words is “Wash out the dirt not colours”, lot of
customers are discouraged with the detergents how these detergents end up faded the original
colours of the clothes. The customers are satisfied with Persil laundry detergent with remove all
dirt, stubborn stains without fading the clothes. With the increase of green technologies, Persil
also introduced herbal version of laundry detergents (KERDCHUEN and Praditsuwan, 2019).
The herbal version is better from previous one contains natural components extracted from
natural herbs and are environmental friendly as they are biodegradable. This helps the customers
to use the product in long run which never effects on skin. This plan convinces the customer to
buy the product because it helps from protecting from hazardous chemical, and they actively
participate in environmental conservation.
For global reach of the brand, Persil started digital marketing strategies, it started promoting
in more than 10 international markets online. Brand develop web portals providing all proper
information and range of the products. The web portal upgrades its information on regular basis

on existing website and encourages customers to become environmental friendly. Online
advertisement campaign has also arranged. Marketing drive is also organized naming comfort
pure. Social media platforms like you tube, twitter and Instagram also encouraged promotional
activities through online marketing, advertisement campaign and regular updating the customers
about the brand. Persil also did their advertisement through TV commercials, print advertisement
by magazines and newspaper (Loo and Leung, 2018). The marketing strategies of Persil also
developed for managing customer relationship management. In recent strategy of Persil, it
increases its approach by placing online transactions and customer feedbacks.
MARKET SEGMENTATION, TARGETING AND POSITIONING (STP):
Segmentation, targeting and positioning is the continuous process to perform marketing
objectives into reality (SEGMENTATION – TARGETING – POSITIONING, 2020). The main
function of STP is to identify the desired market where the marketing objectives of the firm will
execute.
SEGMENTATION:
Segmentation of the market in done by dividing the wide market into smaller components
by differentiating criteria on the basis of demographic segmentation, behavioural segmentation
and geographical segmentation (Kalam, 2020). Persil adopt demographic segment on the basis of
consumer income level. Its product like Persil Mega- Pearls Colour and Colour Gel Laundry are
for middle class income level consumer. Persil Universal Laundry Detergent Powder are for low
class income level consumer. Its product such as Persil Hygiene Disinfectant Rinse and Persil
High Efficiency (HE) Laundry Detergent are for high income level of consumers. It also
segments on the basis of cloth cleaning features like Persil Hygiene Disinfectant Rinse for
cleaning bacteria and germs, Persil Black Gel Laundry detergents for removing the black spot,
Persil Colour Gel Laundry Detergent for protecting the cloth colour. Persil also segmented on the
basis of form of the product such as a powder and liquid like dual capsules of Persil.
Targeting
It is essential elements for the company to placing the product in efficient manner. It
focuses on the sorts of customers but its target market is divided into three main categories —
household consumers (housewife), consumer who dirt their clothes (kids, sports player) and
health and environmental concerns (hospital, clinic). The consumer who want to use

environmental friendly products are targeted by the Persil. Consumer who have high level of
purchasing power can be targeted for high price products. New parents with baby booms are also
targeted by Persil (Williams-Oerberg ,2020). Through penetration pricing Persil target consumer
who want to switch the current brand and are interested in using environmental friendly
products. It also targets general users using detergent powder.
Positioning
Positioning means create brand image in the mind of consumer in such a way that occupy
distinctive place in the competitive market. For positioning the product, it includes three main
elements- brand, product and price. Persil uses quality positioning strategies to attract the
customers towards the brand. By the effective brand positioning message, it communicates its
reliability on the laundry products with the uses of the latest technologies for customer
satisfaction. Another tactics use by Persil is its distribution system of the product (Gürel and Tat,
2017). Persil did contract with retailers and make a space for its product where consumer give
more attention. Local advertising is also done to gain market position.
OBJECTIVES ANG GOALS (SMART):
Considering goals and objectives by SMART framework of the Persil's marketing
strategies are conducted through customer acquisition, conversion and retention:
To raise the revenue by 50% through online selling by the end of 2021 (Vinuales and et.al,
2019).
To increase the average sell by 60% trough offline and online selling by the end of this year.
MARKETING MIX:
Product
It is a physical product that are based on customers need in different markets. Product can
be produced by understanding customers’ needs and preferences. Products decision includes its
features, quality, packaging etc. some Persil products are — Persil bio and non-bio washing
powder, liquid detergent, Persil bio washing capsules. Persil products are environmental friendly
with non-biological hypo-allergic washing powders. Persil products have proper packaging and
branding. The labelling section display how to use the detergents and have suggestion sections
and some relevant information on environmental issues. Regular update in the product as per the
customers’ needs help in the growth of the company. With the increase of using natural products
instead of using chemical products company should produce the environmental friendly products

(Perera, 2017). No compromise with the quality of the products. Different detergent should be
produced for different washing machine such as for front load machine and for top load.
Different fragrances should add to detergents which give nice fragrance to the clothes.
Price
Price refers to company's charge in exchange for a product or services., it determines the
profit that earn on the product. At the time of determining pricing strategies it is important to
consider the current market place of the company. Persil charges high price than the general
market prices. Persil use price penetration strategy to attract more customers as well as middle
market. For the new product introductory price is set for the customers. After certain time prices
will increased with focusing over the close competitors and their price (Gheibi and et.al, 2018).
For maximize the profit, price should be reviewed on the constant manner. For increase the
current sales and profit, pricing strategies is to be developed. Reasonable price should charge on
regular using detergents.
Pricing can be set by comparing competitors price because customer will consider the price of
both the brand and its competitors price who have same quality products. Price should change
according to the market position of the product, if the product has not good position in the
market and there is low demand of the product company should lower the price of the product
and sell it on the reasonable price.
Place
Place is the element of marketing mix which determine the delivery channel of the
product to the final consumers. Delivery and packaging is done by the distribution channel.
Supply channel and distribution channel are referred in the placement of the products. The
quality of the product to reach will increase with proper distribution channel. Persil developed its
distribution channel through wholesalers' and retailers. Persil did contract with retailers and
make a space for its product where consumer give more attention. By internet marketing or e-
marketing strategies it enters the global market and sell its products. Customer can select their
preferred products and preferred channels by using online marketing. For personal relationship
with the customer's it is trying to place better commitment in the CRM strategy. Distribution
channel of the product should get better. Customers should reach to the products easily by
available in local market. Online selling of the product is to be increased. Reduced the time of
delivery of the product.

Promotion
Promotional tools are used by the brand to get aware the customers about the products,
the latest news, offers of the product etc. It includes items such as advertisement, sponsorship
and public relations activities. Promotional tools are effective if proper strategy is followed.
Persil did wide range of promotional activities to reach the target markets. Advertisements are
done through TV and print media like magazines, newspaper, brochures. It also spends on the
digital marketing, websites and social media marketing (Do, and Vu, 2020). Gave regular
updates to customers about the brand through social media. Also, did partnership with local
councils, nursing homes or hospitals is also effective in promoting its environmental friendly
products. Promotion should be done through internet through social media, google ads, pop ups,
email marketing. Advertise the product through TV, magazines, newspapers, brochures.
Company also encouraged online storyboards.
People
People refer to employees, staff, salesperson who work for the business. People who
directly indirectly interact with customer and satisfy them. With the increase in digital
marketing, Persil also came introduce itself on social media platforms and webpage, employees
of the company interacted with the customers to solve their issues and gave them detailed
information about the product. Employees and the salesperson have proper knowledge about the
product as they have to interact with customer on the regular basis. Company should encourage
the employees to meet their personal goals. Employees get appraisal and incentives on the
regular basis. Intrinsic motivation should be started by the company.
Process
Process of marketing mix refers to the actions which help in delivering the product to the
customers. The distribution of product to the customer by the Persil through wholesaler and
retailers. Products can be available in supermarkets, small convenience stores, hypermarkets and
e-commerce websites (Camilleri, 2018). If customers are purchasing the products online they can
track their product where their product is and the expected delivery date. 24×7 customer service
should available for the customer's. Automation process should be started by the company, to
reduce the manual efforts, save time and money and increase efficiency. With the increase of the
digital world, company also increases the use of modern technologies. Through online selling the
payment methods should be increased where customer feels easy to order their product.

Physical Evidence
Physical evidence is the elements of the marketing mix refers to the physical environment
experienced by the customers. This can be with product design or packaging how it attracts the
customers and recognize the brand. Persil logo is attractive which is in blue and green colour
with Persil name in red colour attract the customer to recognize the brand. The packaging of the
Persil products is recyclable (Loo and Leung, 2018). The sustainable packaging is done by the
brand. Their capsules and bottles are recyclable. Persil did contract with the retailers and made
space for the products where customers can reach easily, its products are also available online.
Company should package the product in a such way which get attract to all age group people.
Different packaging can be done for different countries according to the taste and preferences of
the country.
CONCLUSION
From the report it is inferred that Persil is well-known detergent company in the market,
which focusses on environmental friendly detergent. It main focuses to provide hygienic product
to the customers. Persil done segmentation on the basis demographic profile based on the income
of the consumer. With the increasing trend of digital market Persil also introduce itself digitally
by creating on social media platforms and web page. It also focussed on online promotion and
advertisement. Online selling with effective distribution system and proper description of the
product is done by the Persil. Price penetration strategy is also followed by the Persil to attract
new customers and for middle class group. Variety of range of products is produced by the Persil
in liquid, powder and capsules form. Its packaging of the detergents is recyclable. Its packaging
of capsules and bottles are recyclable. It has good customer relation and promote brand globally.
Persil have high interaction with the employees and motivate them to accomplish their personal
goals. Employees take part in the decision-making of the organization. High tech technologies
are used to produce the productions.
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