Marketing Management Assignment | Unilever

Marketing management

EXECUTIVE SUMMARY
The report is present a marketing management of Unilever company which has the
consumer goods company. The company has provide the various product which has divided into
4 operations like personal care, food, beauty and health care products and services. The report
had been outline by the background of Unilever and consumer good industry as well as showed
market position of company. It had been covered by SWOT and PESTEL analysis for
understood internal and external affects of company. The study has present the market gap
between existing company growth and market environment. In order to overcome these gap here
is introduce new marketing mix of Unilever.

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Background of statement to outlines the industry or organisation, market positioning as
well as the unique selling proposition.........................................................................................1
2. Marketing Audit......................................................................................................................4
3. Analysis of Marketing Mix for improving company's present marketing strategy................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing management can be defined as an analysis, planning, implementing and
control of all the programmes which are designed to bring desired exchanges with the market
targetted in order to achieve desired objectives of the organization. It is a process which is being
executed by an organization to meet and increase competitive edge in the market with the help of
an improved method of distribution through reducing cost and increasing profits . Present study
is based on Unilever which is headquartered in London, UK. Company is majorly involved in
products including foods and beverages, personal care products and beauty products. It is one of
the oldest multinational organization whose products are available in around 190 countries
(Deepak and Jeyakumar, 2019). This report consist of a market positioning and unique selling
proposition of the organization. This study also includes an oversight of the company with the
competitive environment of the market. Further this study comprises a market audit of internal
and external factors effecting the organization in growth and expansion of the company. Lastly
this report includes the actions of marketing mix which are being used for achieving the gap
between the company's present marketing strategy and external environment.
MAIN BODY
1. Background of statement to outlines the industry or organisation, market positioning as well as
the unique selling proposition.
For this report, here is select an Unilever company which is belongs with consumer
goods industry. The fast moving consumer goods and consumer packaged goods are products
which are sold quickly and at a relatively low cost and prices of product. That goods are includes
non-durable household goods like packaged foods, beverages ad over the counter drugs or other
consumable goods. This industry have the high rates turnover but can be influenced by the
holiday or in season time. In the season time manager is offer discounts to customer in order
attract more or increase sales margin (Kotler and et.al., 2015). Packaging plays an crucial role in
FMCG goods to become a more successful in the highly dynamic and innovation in segment a
company not only has to be acquainted with the customer, brand and logistics. The profit margin
is small but they are generally sold ample numbers or products and services in effective manner.
Unilever is the British transactional consumer goods company. Its product include food
and beverages are 41% of its cleaning agents, personal care products and beauty products. It is
the one of leading and oldest multinational company and its products are available in around 190
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