Marketing Implementation Plan of Unilever

Marketing Planning

Table of Contents
INTRODUCTION...........................................................................................................................3
Marketing objectives and Strategies.......................................................................................3
Marketing Implementation Plan.............................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing plan is a report that outlines the company strategies to achieve the final aims
and objectives. Basically, marketing plan is a kind of roadmap that businesses use to organize,
execute and track their marketing strategy over a given period. Present assignment will
presenting a marketing plan on Unilever in which the brand will launch new skincare products in
Kyoto which is capital of Japan. In order to take care of the human skin Unilever launch the new
campaign for its new products which is totally inspired by organic ingredients. Further, in this
report will outline about the marketing objectives to enter into the new market. Besides, research
will also explains the new market segmentation, differentiation and positioning of the brand in
order to engage the high attention of the buyers.
Marketing objectives and Strategies.
Marketing objectives to enter into the new market
Marketing objectives
 Promote new products or services
 To target the new customers growth
 To building the new image and reputation in the market
 Develop a brand loyalty among the customers.
Define the market : Before entering into the new city or country company should clearly define
the selected customer attention (Ashley and Tuten, 2015). However, it is very necessary to
analyse or determine the needs and wants of the selected market on the basis of some following
basis like demographics, location, common interest needs of target customers. For example :
Before entering into the Kyoto Market Unilever should required to analyse the customer needs
and wants.
Perform Market Analysis : Expanding into the new markets market analysis is very necessary
and important to determine the new opportunities and threats. You all want to develop an in-
depth understanding of market growth rates, forecasted demand and competitors (Beck, Chen,
Lin and Song, 2016). In order to conduct market analysis Unilever can take help from the
marketing models such as PESTLE analysis and Porter's five forces in order to analyse the
market.

In order to enter into Kyoto market Unilever should briefly understand the market
of Kyoto through PESTLE model.
PESTLE Analysis (Kyoto Market)
Political : Kyoto political environment is Monarchy which influence companies profitability
growth. Japan political relationship is very good with other Asian countries that helps businesses
to get support for running the business (Blakeman, 2018). On the same side, Country also facing
disputes in terms of gathering resource oils natural gas, oils, and further marine resources.
Unilever can beneficial to explore the opportunity in Kyoto.
Economical : Kyoto is the capital of Japan which economical condition is very strong and
stable. This comes under the top 5 largest economies in the world. This factor can be beneficial
for Unilever in terms of earning customer attention and profitability. But on the same side,
Unilever might have facing to recruit quality staff or employees for the company functions due
to unemployment rate.
Social : Social factor is the another influencing and competitive factor of business environment
which have impact on the company in either positive and negative manner. Japan country has
consisting 127+million residency (Casillas and et.al., 2018). Unilever can attract huge number of
customers towards their new innovation which is Skin care products.
Technological : Technological factor has always been proved positive for the organisation
which gives several ways of techniques to inspire new market gain. Japan has a advanced
technology development tools which creates leading opportunities for the business growth. This
factor has provides the good impact on the company sales.
Legal : Legal factors of the business environment such as Labour and corporate laws are based
on the European system. Company can also find employee laws in any employment contract like
working hours minimum wage laws etc. so according to that Unilever should have knowledge to
manage the balance between all laws and regulations. In case company fails to abide the imposed
laws and regulations (Cawsey and Rowley, 2016). It can be given the negative impact on the
company positioning.
Environmental : To analyse the environmental conditions of the country Unilever also take
consideration with the fact that Japan is surrounded by huge water which sometimes cause
tsunamis and earthquakes which might be dangerous for the organisation. However, such
situations sometimes make uncertain situations for the business development.

Internal capabilities : Another objective is to analyse the internal capabilities which is refer by
the organisation. In this task company can asked questions to undertake the information that how
much they are capable to leverage the profitability growth. This analysis can be done through
SWOT (Unilever)
Strength
 Unilever having strong brand value
across the world because of high
quality maintenance.
 Unilever also having strong position on
global market (Chung and Lee, 2017).
 It has different kinds of product mix
and more business opportunities.
Weaknesses
 Despite its strong market position,
Unilever has also define to being the
most effective learning and
approachable.
 Limited business diversification is the
weaknesses of the company which
underpin the business less effective.
 Unilever dependency is based on the
retailers.
Opportunity
 Unilever must take advantage of
growth opportunities by launching the
new product or services into the new
market.
 Business enhancement for environment
al conservation.
Threat
 Tough Competition rivalry is the threat
for the company.
 Product imitation can be threat for the
company sometimes which restrict the
business gain (Wen and Lin, 2016).
Prioritizes and Select markets : Once the business identifies there internal capabilities. It seems
to prioritise potential markets for expansion. Markets should be prioritized based on the strategic
fit and the ability to serve them (De Mooij, 2018). Like : Unilever planning to open new
functioning in Kyoto to target both men or women in order to select the best identification
techniques.
Develop Market Options : Next step would be taken is to choose the market entry options. For
example Unilever further will be taking franchising as the market entry strategies.
Target Market segmentation, differentiation and positioning.
Segmentation/differentiation

Geographic Segmentation : Segmentation on the basis of geographical manner which is
dividing as per the state, regional and national basis. Like Unilever select Kyoto place which is
situated in Japan.
Demographic Segmentation : Demographic segmentation of customer based on demographic
factors. Demographic segmentation has been done on the basis of age, income, purchasing
power, etc (Huston, Rahimzad and Parsa, 2015). All such factors should be considered by the
organisation as per the require point of view. Like Unilever provides the affordable product or
services to their buyers.
Psychological Segmentation : Psychological segmentation has been done on the basis of buyers
interest, activities, opinions, values. Like before launching new skincare cream company should
priorly measure the buyers opinion weather they use organic creams or chemical invested creams
to protecting their skins.
Behaviouralist Segmentation : Behavioural segmentation is been done on the basis of
behaviour of the organisation (Kotler and et.al., 2015). Like user status of buyers, loyalty,
readiness to buy, occasion, attitude toward offering.
Positioning
Positioning is a marketing concept which popularized business and helps to measure its
current position in the market. Unilever is positioned for affordable prices with high quality
standards. Their main purpose is to provides the product or services to the end consumers
(Psacharopoulos and Patrinos, 2018).
Marketing Implementation Plan.
Marketing Mix
Product : Product mix define the company overall products with which they deal with clients.
Like Unilever provides categories of food refreshment, personal care, home care and water
purifier. New product that company will launch in Kyoto is Skin care products.
Price : Price mix explains the brand product range like Unilever acquiring below pricing strategy
and penetration pricing strategy in order to attract customer attention (Kumar and et.al., 2016).
Also prices have been changed as per the marketing conditions sometimes. Company should set
low price strategy for the skin care products.

Place : Place should always be convenience for the buyer through they easily access the product
or services. Like skin care products is selling by the company through retailers and online
marketing.
Promotion : Promotional activities support the marketing plan or strategies with the help of
different marketing campaign, advertisement etc (Petersen and Pearce, 2017). this also helps to
explore the new developing and opportunities and gained.
Marketing Matrix
Dogs : In this situation the main purpose of the marketing is to advice here is to aim to remove
any dogs from the product portfolio as they are a drain on resources.
Question mark products : Question mark products are generally having high growth markets
with low market share (McDONALD, 2016). However, In order to move product into more
popular scale. Company required to push or invest good amount of investment.
Stars : Products in high growth markets with high market share. This market is highly profitable
for the company growth.
Cash Cows : In this market products in low growth markets with high market share.
Financial projections
Financial Projections also called financial forecasting. In other words, financial
projection will typically take into account both internal information such as a historical income
and cost data and estimates of the development of external market factors. For project results
financial projection can be done by different form like project prepared for 12 months, long
range, strategic plan, for next five year, cash forecasts etc (Ozawa and et.al., 2016). for example
present project will be preparing budget of only one year. Like Unilever invested over €250m in
Kyoto market.
Expenses Cost in €
Human Resource 80 m
Franchising 70
Raw Material & techniques 60
Miscellaneous expenses 40
Total 250 m

Estimated Return on investment
Rate of return is the outcomes which comes from the investment on the new product or
services. Return on investment is a performance measure used to evaluate the efficiency of a
number of of different investments (Patrutiu Baltes, 2015). ROI is calculated with the help of
(current value of investment, cost of investment and cost of investment).
Current value of investment after one year =600 m
Cost of investment = 250m
ROI= (Current value – Cost of investment/ cost of investment)
600-250=1.4 m
CONCLUSION
On the basis of above report it has been concluded that how much marketing activities
can help to explore the business marketing activities. Further In this study, researcher explained
about the marketing with the help of supporting marketing models and applications. The purpose
of the study is to developed the aspect of marketing business in order to open up the business
into new market.

REFERENCES
Books & Journals
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology &
Marketing. 32(1). pp.15-27.
Beck, T., Chen, T., Lin, C. and Song, F. M., 2016. Financial innovation: The bright and the dark
sides. Journal of Banking & Finance, 72, pp.28-51.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Casillas, G. and et.al., 2018. Adjusting USD/MXN projections amid a more challenging
environment.
Cawsey, T. and Rowley, J., 2016. Social media brand building strategies in B2B
companies. Marketing Intelligence & Planning. 34(6). pp.754-776.
Chung, H. and Lee, E., 2017. Store brand quality and retailer’s product line design. Journal of
Retailing. 93(4). pp.527-540.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Huston, S., Rahimzad, R. and Parsa, A., 2015. ‘Smart’sustainable urban regeneration:
Institutions, quality and financial innovation. Cities, 48, pp.66-75.
Kotler, P. and et.al., 2015. Marketing. Pearson Higher Education AU.
Kumar, V. and et.al., 2016. Research framework, strategies, and applications of intelligent agent
technologies (IATs) in marketing. Journal of the Academy of Marketing Science. 44(1).
pp.24-45.
McDONALD, M. A. L. C. O. L. M., 2016. Strategic marketing planning: theory and practice.
In The marketing book (pp. 108-142). Routledge.
Ozawa, S. and et.al., 2016. Return on investment from childhood immunization in low-and
middle-income countries, 2011–20. Health Affairs. 35(2). pp.199-207.
Patrutiu Baltes, L., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin
of the Transilvania University of Brasov. Series V: Economic Sciences. 8(2).
Petersen, E. and Pearce, J., 2017. Emergence of home manufacturing in the developed world:
Return on investment for open-source 3-D printers. Technologies. 5(1). p.7.

Psacharopoulos, G. and Patrinos, H. A., 2018. Returns to investment in education.
Wen, C. H. and Lin, W. W., 2016. Customer segmentation of freight forwarders and impacts on
the competitive positioning of ocean carriers in the Taiwan–southern China trade
lane. Maritime Policy & Management. 43(4). pp.420-435.