Marketing Management Assignment 2022

MARKETING AND
MANAGEMENT
Running Head: MARKETING AND MANAGEMENT 0

MARKETING & MANAGEMENT 1
Table of Contents
Introduction......................................................................................................................................3
Market position................................................................................................................................3
Map of brand positioning.............................................................................................................4
Segmenting-targeting-positioning...............................................................................................4
Segmentation...........................................................................................................................4
Targeting..................................................................................................................................5
Positioning...............................................................................................................................5
Product life cycle.........................................................................................................................5
Recommendations............................................................................................................................5
Marketing communication strategies...............................................................................................6
Brand alignment...........................................................................................................................6
Customer alignment.....................................................................................................................6
Advertising..................................................................................................................................6
Public relations............................................................................................................................7
Sales promotion...........................................................................................................................7
Internet marketing........................................................................................................................7
Database marketing.....................................................................................................................7
Recommendations............................................................................................................................7
Cross-functional activities...............................................................................................................8
Unilever's generic strategy...........................................................................................................8
Market penetration...................................................................................................................9
Product development...............................................................................................................9
Market development..............................................................................................................10
Conclusion.....................................................................................................................................11

MARKETING & MANAGEMENT 2
References......................................................................................................................................12

MARKETING & MANAGEMENT 3
Introduction
Unilever is a British-Dutch customer goods organization. This organization has headquartered in
London. This was founded on 2 September 1929. This organization provides many good
products and services to its customers. In the following discussion porter's five marketing models
has been applied to identify the market situation for product Alberto balsam of Unilever. The
following discussion also covers marketing communication strategies, cross-functional activities,
and an intensive strategy of growth. Unilever has the product concept for Alberto balsam that
belief the most important priorities for the customers are functional characteristics and quality.
Unilever always believes in the product concept to review the needs of customers and execute
changes efficiently as quickly as possible (Peter, 2016).
Market position
Alberto balsam has a good strong culture in the UK. This product is also known for having a
wide range of fruity and fresh fragrances. This product includes a selection of conditioners and
shampoos, products of styling (Sparham, 2011). This product of Uniliver is a leading brand and
delights customers. I have chosen the porter's model and concepts to analyze the current
marketing position of Unilever product Alberto balsam.
Map of brand positioning
This is a visual method that presents the situation of the product. An organization like Unilever
uses perceptual mapping to know the product situation.
High Quality
Thierry Mugler Alberto balsam
Low price High price
Harmony Low quality