Marketing Management for Knorr Products of Unilever

Running Head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
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Executive Summary
The report has helped in analyzing the different marketing strategies of Unilever company
and regarding the product line named Knorr products. The marketing plan has been
conducted in nature which has helped the company in analyzing the external and internal
environment. Furthermore, there are different kinds of issues in the company which has
helped them in analysis of the marketing mix and segmentation, positioning and targeting of
the company in an effective manner. Lastly, the implementation of the plan has to be
analyzed in an effective manner which has assisted them in managing the differences and
solved them effectively.

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Table of Contents
Introduction................................................................................................................................3
About the Company...............................................................................................................3
Market Segment and Position of Unilever.............................................................................3
About the Product Line..........................................................................................................4
Situation Analysis......................................................................................................................4
Marketing Objectives.................................................................................................................8
Strategic Objectives for Primary Objectives..........................................................................8
Marketing Strategies and Programmes......................................................................................9
Marketing Mix Strategies.......................................................................................................9
Segmentation, Targeting and Positioning of Knorr.............................................................11
Marketing Monitors and Evaluation........................................................................................12
Recommendations and Conclusions........................................................................................17
Recommendations................................................................................................................17
Conclusion............................................................................................................................18
References................................................................................................................................20

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Introduction
The report helps in analysing the marketing plan of a fast-moving consumer good
wherein the review is required to be done on one such product line of the company.
Furthermore, the situation analysis along with marketing objectives is required to be adopted
as this will help in analysing the different marketing programmes and strategies. The external
and internal analysis is required to be done which will help in improving the different kinds
of strategies and to perform the tasks appropriately.
About the Company
Unilever is British Dutch transnational consumer goods organization which is
headquartered in London, United Kingdom and Netherlands. It was founded in the year 1930
and the areas that is served by the company is the entire worldwide. Furthermore, Unilever
owns more than 400 brands in which the turnover rate of the company in the year 2016 was
more than 50 billion euros and there are different product lines under Unilever that is sold by
them are Hellmann’s, Knorr, Sunsilk and Surf (Unilever global company website, 2018).
Market Segment and Position of Unilever
Unilever is one of the largest FMCG companies that has segmented their market
based on different geographic, demographic and behavioural segmentation. Furthermore, the
growth of the sales is 3.7% and this has helped them in being in the top position.
Furthermore, the constant earnings of the company have risen to 7% and this has helped
Unilever in succeeding in the entire competitive market. The entire segmentation is done on
the basis of soaps, detergents along with other beauty products that are sold to the customers
in an appropriate manner (Adams, Gabler and Landers 2017).

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About the Product Line
Knorr is German food and beverage brand and this is owned by the Dutch-English
organization Unilever since the year 2000. Knorr brand produces dehydrated kind of soups
along with meal mixes and condiments. The respective brand was founded in the year 1833
and previously it sold different food items under Lipton brand effectively.
The product that will be analysed is Knorr Soup and there are different other products
which are required to be marketed in an effective manner. The situation analysis is required
to be done to establish distribution channels which will help in achieving the marketing share
in an effective manner. Proper external and internal analysis is required to be done which will
help in analysing the different strategies in an effective manner (Refreshment 2018).
Situation Analysis
Proper situation analysis is required to be conducted for Knorr Cup Soup as this will
help in analysis of the collection of the methods that will be used by the managers in order to
analyze the internal and external environment of the product or the entire brand in an
appropriate manner. Furthermore, the SWOT analysis is required to be performed in order to
analyze the internal environment of Knorr brand and gain more insight on the different
strengths, weaknesses, opportunities and threats in an appropriate manner (Bromiley et al.
2015).
Strengths
 Level of the brand awareness is high in nature (Welford 2016)
 The brand heritage is strong in nature (Carroll, Primo and Richter 2016)
 Proper expansion of the distribution network (Hsu 2016)
 Offers the customers with wide variety of tastes to the different customers in the
market

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 It offers the health consciousness products to the customers who maintains proper diet
and this helps them in gaining competitive advantage (Chang 2016)
Weaknesses
 Low salience levels as there are different customers in the market who are not aware
about the benefits of the brand (Gomes, Barnes and Mahmood 2016)
 Limited distribution of the products and services (Armstrong et al. 2014)
 It helps in offering suitable for the different urban markets in an effective manner
Opportunities
 The net disposable income of the different individuals has been raised over the last
few years and this has helped in increasing the purchasing power of the different
individuals
 The different customers are becoming healthy and they are becoming more health
conscious in nature (Sheth and Sisodia 2015)
 The consumers exposure has been increased to the different foreign brand products
and this is one of the biggest opportunity for Knorr brand (Grant 2016)
Threats
 There in influx of the different foreign brands in the same kind of category of Knorr
such as they are offering soups or instant noodles and this has provided Knorr with
sterner competition (Strauss and Frost 2016)
 The frozen food can affect and curtail the sales which will affect the brand image of
Knorr Company in the entire competitive market (McDONALD 2016)
On the other hand, the external analysis of Knorr is required to be done which will
provide a proper insight on the different kinds of insights on the political, social, economic,