Marketing Strategy of Unilever PLC

This assignment delves into the marketing strategies employed by Unilever PLC. It examines their diverse product portfolio, target market segmentation, and the competitive advantages they leverage in the global marketplace. The analysis incorporates elements of strategic marketing management, international marketing, and service-dominant logic. The company's financial performance is also considered alongside its key products and features.

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Marketing Management – Masters Level
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Marketing Management – Masters Level
Contents
Section 1 Segmentation and Brand strategy....................................................................................3
Consumer segmentation...............................................................................................................3
Primary and secondary target market...........................................................................................4
Positioning...................................................................................................................................6
Brand strategy..............................................................................................................................6
Section 2: Objectives.......................................................................................................................7
Section 3: Marketing program.........................................................................................................8
Product development plan............................................................................................................8
Integrated Marketing Communication Plan...............................................................................10
Section 4: Scheduling, forecasting and control.............................................................................12
Marketing Budget......................................................................................................................12
Marketing schedule....................................................................................................................13
Gantt chart..................................................................................................................................14
Forecasting.................................................................................................................................14
Conclusion.....................................................................................................................................15
References......................................................................................................................................16

Marketing Management – Masters Level
Introduction
The concept of marketing management has been concerned to the practices and the approaches
which are required to be executed for managing and controlling the marketing activities. The
management of marketing has been considered as an integral concept for any of the business
organization. It will aid the entity in attaining the marketing objectives and also the
accomplishment of the organizational goals will be done. The brand name Streets is an
Australian brand which is owned by a British-Dutch company Unilever. Moreover, the entity is
also in a long term contract with the multinational business entity Dairy Farmers. The ice cream
brand is the part of Unilever’s ice cream brand .i.e. Heart brand. The below executed analysis
has been executed for the Streets Ice cream. The report has been made focused on Paddle Pop
which is one of the new products of Streets Ice cream.
Consumer segmentation
Segmentation is the mechanisms which is concerned with the division of the consumers
or the markets and is based on some criteria or standards which are specified or set by the
business corporation (Czinkota and Ronkainen, 2013). The main objective of developing
segmentation is to divert the focus of the marketing team and their efforts to a right direction. As
segmentation comprises of varied range of strategies and approaches which are developed so as
to provide an ease in defining the consumers targets and markets. The term segmentation can
also be referred as the division created in the market place into smaller segments which are easily
definable, accessible, actionable and profitable and also have a success and growth potential.
This approach has been considered as one of the oldest marketing trick which can be adopted by
the business entity for creating a division between the consumers. The main reason of
implementing segmentation approach is the diversification and also increases in the customer’s
perceptions and preferences and also availability of competitive options is increasing. And this is
the main reason for Streets ice cream to develop consumer’s segmentation (Terpstra, Foley and
Sarathy, 2012). The below is the description of consumers segments which has been developed
for Streets Ice cream:
Variable Consumer
group 1
Gym
Junkie
Consume
r group 2
Children’
s
Consumer
group 3
Teenagers
Consume
r group 4
Adults
Consumer
group 5
Senior
citizens
Consumer
group 6
Party
people

Marketing Management – Masters Level
Size of
group
In (%)
45% 80% 60% 55% 35% 85%
Geographic Near gyms
and main
city area
In school
canteens
Cafeteria in
college
campus
Offices
and
workplace
Near parks Disco and
Pubs
Demographi
c
18-45 age
group
8-18 age
groups
18-16 age
groups
24-55 age
group
Above 55
age group
18- 35 age
group
Behavioral After the
exercises
During the
lunch time
Any time of
the day
After
dinner
After dinner During party
time
Frequency
of use
Once a day Not more
than one
time
Frequency
is more and
number of
consumptio
n is more
than any
other group
Once a
day
The least
should be
the
consumptio
n
Consumptio
n and
frequency
will be more
Loyalty
status
This
segment
can switch
to other
brand due
to the
quality
issue
Taste is
the only
factor
which can
be
considered
as relevant
for brand
loyalty
Taste and
price of the
product will
determine
the brand
loyalty
The
quality,
price and
taste are
the factors
which are
considere
d as
significant
The
frequency is
very low
The
frequency
can be high
or low , this
vary on the
party size or
occasion etc.
Attitude The
attitude
will be
The
attitude
will be
For this
component
the attitude
The
attitude
will
The
benefits are
the only
The taste
can be
considered

Marketing Management – Masters Level
based on
the positive
component
s and
benefits of
the Ice
cream
based on
the taste
depends on
the mood
and also the
taste can be
compared
mainly
depend on
the
benefits
and
quality
considered
factor on
which the
attitude can
be defined
as one of the
biggest
factor which
will be
considered
as
significant
for attitude
Price
conscious
They are
not less
price
conscious
They are
not
This
segment
can be price
conscious if
the brand is
premium
They are
price
conscious
in case of
quality
They are
price
conscious
This
segment is
not at all
price
conscious
Primary and secondary target market
The primary segments are considered as the highest revenue generators and the most integral part
for this segmentation process and also for the target market. From the above presented analysis
the children’s, the teenagers and the party people are the major primary consumer segments
which are considered as relevant for stimulating the demand for the products of Streets Ice cream
(Dunning, 2012). These consumer segments are the highest consumption segments amongst the
target market. Moreover the adults, gym junkies and the senior citizens are considered under the
secondary target market. These consumer segments have low consumption as compared to the
primary target markets.
Question to
ask
Problem
identification
Information
search
Evaluation
criteria
Purchase
decision
Post
purchase
behavior
What are they
likely to be
doing?
Quality issues
with the
competing
Internet
sources and
official
This can be
set on some
specific
This aspect is
based on
price and
The
experience
after

Marketing Management – Masters Level
brands websites factors such
as quality and
taste of the
Streets Ice
cream .i.e.
Paddle pop
quality of the
product
purchasing
the product
Where they
are likely to
be doing it?
Who will they
talk to?
Friends,
relatives and
the existing
consumers
Social media
and actively
engaged
internet users
The reviews
and the
feedbacks
Friends,
relatives and
the existing
consumers
They will talk
to the
customer
executive for
giving their
feedbacks
Where they
will go for
information?
On official
websites and
various
search
engines
Search
engines such
as Google,
Yahoo etc.
The existing
consumers
will be
approached
The physical
stores that are
the ice cream
parlors
Share their
experience
with the
friends,
relatives
What do they
think of your
offering in
this stage?
Customers
thinks that the
quality is
better as
compared to
the other
rivalry brands
Most of the
audience is
found active
in searching
the Streets ice
cream .i.e.
Paddle Pop
Streets Ice
cream
provides
quality and
taste
The
consumers
were positive
Consumers
were satisfied
after
consumption
of Streets Ice
cream
Time period
(Week
months etc.)
1-2 weeks 1 Week 3-4 weeks 3-5 weeks The behaviors
are immediate

Marketing Management – Masters Level
Positioning
Figure 1 Positioning map
(Source- Positioning map of Streets Ice cream, 2017)
The above presented is the positioning map which has been analyzed for getting aware about the
products current position in the market (Zhu and Geng, 2013). The Streets ice cream is situated
in the market as appeared in the above positioning map. The nature of the brand isn't premium,
yet it isn't low. It keeps up ideal nature of the ice cream. The organization likewise keeps up
normal valuing technique, which makes the brand open for all areas of populace. The ice cream
brand is neither cheap nor costly and henceforth an extensive variety of clients would have the
capacity to bear the cost of it.
Brand strategy
The nature of the brand strategy of Walls ice cream is indicative and also the business entity has
been offering a wide range of brand components which can be implemented and linked with the

Marketing Management – Masters Level
various kinds of products which are being offered by the firm (Verbeke, 2013). Existing and new
brand elements were used by the business entity while launching its products in the market. One
of the existing brand element of the entity included “Paddle Pop”, through which the entity
featured an animated character of lion. Moreover, in addition the entity also added a magical
theme jingle, which has been used by the business entity so as to influence the children’s. Also
the brand entity has been increasing the brand value by promising the target market for receiving
fun, delicious and nutrition (Dunning, 2014). The slogan used by the business corporation for
attracting the consumers is “Stop me and buy one” which aids the entity in ensuring that the
people are convinced for consuming the products even when there is no compulsion of doing
that. Moreover, the slogan also aids the entity in preventing the customer to switching over the
other brands. This will also ensure the customers brand loyalty. Attractive packaging materials
are used by the entity so as to influence the children.
Section 2: Objectives
The marketing objectives are considered as the significant and an integral part of the concept and
are considered as liable for determining the road map so as to execute the business for the
concerned market segment (Baker, 2014). The marketing objectives of the business entity are
developed on the basis of the environmental analysis which has been executed after analyzing
the earlier assessment. The below mentioned are some of the significant points of the marketing
objectives which are considered required to be essentially attained by the business corporation-
Developments and expansions in the target market of the brand and which are required to be
focused on the existing customer segments, since it has been observed that there has been
growing ageing population in Australia (Chang, 2016).
The business entity has been launching sugar free variants flavors in the ice cream since it has
been noted due to the executed analysis that there is an increase in the demand for healthy food
products (Chernev, 2014). The same can also be considered as relevant in the case of old age
population which is suffering number of issues such as diabetes and others.
The business entity should also try to think to target the international markets which will bring an
expansion to number of aspects in the global market for ice creams

Marketing Management – Masters Level
The business entity should focus on the contemporary means of promotional tools and
mechanisms for internet marketing segment (Coronel, and Morris, 2016). For instance social
media can be considered as the most effective medium which will enable thee entity to promote
the products to a larger level. The entity should develop a Facebook page so as to focus on the
regular updates regarding the store.
Streets Ice cream should also concentrate towards the objective of enhancement in the brand
awareness and that to by an increase of 50% and this can be done by offering exciting contests,
coupons schemes and rewards etc.
Launching organic flavored ice-creams can also be considered as an objective which will aid the
entity in increasing the goodwill and popularity (financials.morningstar 2017). As this can be
proven favorite among the health seeking customers and the gym junkies.
Section 3: Marketing program
Product development plan
New product Development program is a plan that is created to develop, examine and consider the
feasibility of products and services which are new to marketplace for ensuring the existence and
growth of an organization (Hollensen, 2015). When an organization brings its new products and
services, it needs to create a product development plan, so that it can effectively introduce its
new products. In the given case, Street Ice-creams is introducing its new products, i.e. Paddle
Pop Ice-cream. It is developing product mix management for company’s new product. There are
different steps, which can be included in product development plan (Inera 2017). The product
development plan for Streets Ice-cream is stated below;
Idea Generation
This is the first step of product development plan, in which Street Ice-cream will generate an
idea for product development. Under this step, the company will use internal and external
sources. Using internal sources, it will conduct research and development in organization. In this,
it will consider the employees, sales team etc. In addition, it will utilize external sources, like;
competitors, distributors, customers and suppliers (Lusch and Vargo, 2014). In this marketing
plan, Street Ice-cream is developing a marketing plan for its new ice-creams. The organization

Marketing Management – Masters Level
will conduct a research and development to analyze the competitors, market trends and demands
and likes of customers. These factors will assist the organization in generating a new and unique
idea about new product development.
Idea Screening
After generating different ideas, the company will evaluate the ideas by applying some criteria
(Pasquier and Villeneuve, 2017). Under this step, other ideas will be eliminated and best idea
will be chosen by the company. It will be pursued by analyzing the business value. Streets Ice-
cream will utilize different resources to choose a best alternative.
Concept Development and Examining
Under this step, Streets Ice-cream will develop a product concept for its new ice-cream products.
After making research on current market trends and preferences and demands of customers, it
will develop a product development concept (Streetsicecream 2017). After developing the
concept, it will examine this by asking its target customers. During this step, it will make
decision on a specific flavor and taste of ice-creams.
Marketing Strategy Development
In product development plan, it is the most important step that can be used by Streets Ice-cream
in developing these products. In this, it will focus on the quality of products. It will offer a wide
range of flavors with higher quality (Hollensen, 2015). Moreover, it will introduce a new flavor
in the market on lower prices in comparison to its competitors, i.e. Peters, Bulla Dairy and Cole
Ice Cream.
Product Designing and Launch
After designing an effective marketing strategy, the organization will develop the product by
adopting an effective and systematic process. Streets Ice-cream will develop and design ice-
cream according to the results of research and development process. After development, it will
release new products into a small representative market, where it can assess the reaction of
consumers towards its product mix. In addition, it will conduct a customer interview to focus
groups and distribute the ice-cream in trade shows (Meyerson, 2015). Targeting a representative

Marketing Management – Masters Level
market will be good for Streets ice-cream to test new ice-creams in segment, like children and
teenagers.
Marketing of New Products
After designing the products successfully, it is important to develop an effective marketing
process to launch the product into market. Under this step, it will establish a budget and
promotional expenditure to bring the products to target segment (Hollensen, 2015). Streets Ice-
cream will ensure that the products are well positioned and targeted in the respective
marketplace.
Thus, this product development plan will assist Streets Ice-cream in developing its well-known
brands, like; Paddle Pop. This is a systematic process for developing new products and services.
Integrated Marketing Communication Plan
Integrated marketing communication plan is a program that is created by each and every
organization to promote its products to the target market segment (Meyerson, 2015). When a
business entity develops its new products and services, it forms an integrated marketing
communication plan that includes all the advertising strategies and promotional tools to advertise
new products and services to market place.
In order to bring its new ice-cream products to the market, Streets Ice-cream will develop a
marketing communication plan that will include different advertising and promotional techniques
to approach its target customers (West, Ford and Ibrahim, 2015). The IMC plan for Streets Ice-
cream is stated below;
Advertising
Streets Ice-cream is adopting and implementing effective advertising and promotional techniques
to entice and attract customers towards its products. It is using both traditional and digital
advertising as well. Under these advertising processes, the company will be able to reach to its
target market segments.
Traditional advertising
Television

Marketing Management – Masters Level
Under traditional advertising, the company will use television, which is major source for
advertising and promotion (West, Ford and Ibrahim, 2015). This source of method includes
broadcasting the advertisement of ice-cream products with different flavors on these traditional
channels, which are very famous in marketplace. This vehicle of media can assist the Streets Ice-
cream to approach different people, who are not active on social media sites and internet. This is
one-way communication that will be pursued by Streets Ice-cream in making interaction with
potential customers and
Radio
Under this method of traditional advertising, the company will choose radio. In this, Streets Ice-
cream will choose different radio stations, which are available in the area. These radio stations
may be in different languages, like; English and Hindi. It will give advertisement on these radio
stations and FM, where people will be able to know about new ice-cream products, like; Paddle
Pop.
Print Media
Print media is a primary way to improve the brand awareness of Streets Ice-cream. Through this,
people will be able to acquire knowledge about new products and services of company through
print media, i.e. magazines and newspapers (Peck et al., 2013). Under this, the company will
choose magazines and newspapers that are majorly circulated in different locations. It will give
the ads in child magazines to entice target customers.
Digital advertising
Under digital advertising, Streets Ice-cream will use different methods and sources, so that it can
approach the people. There are some sources, which can be used for advertising the products
digitally.
Online and Social Media
Adopting social media platforms, like; Facebook, Instagram, Twitter, Youtube are very
important tactics in the promotional campaign of Streets ice-cream. The organization may use e-
marketing to advertise ice-creams to Australian population. The company is using this media

Marketing Management – Masters Level
because today most of the population is engaged in using internet and social media. There are
different modes of social networking sites, like; Facebook, Twitter, Youtube etc. that can be
utilized by Streets ice-cream to advertise its products to public. The company will create a page
on Facebook and Instagram, where it will post its products and pictures. E-marketing can be
considered as two-way interaction method for Streets Ice-cream. It will assist the organization in
retaining and increasing its customer base.
Promotion
Streets Ice-cream is continuously using creative promotional and marketing strategies to enhance
its brand name and image. Promotion is the part of its marketing mix strategy to promote its
products. Streets Ice-cream is using all the media, like; TV ads, print media and online media to
form brand awareness. It is offering different free and discount coupons for increasing its sales
and promotion. In addition, the company is developing different promotional campaigns for
reaching to its potential customers (Kleinaltenkamp, Plinke and Geiger, 2016). It is opening its
physical stores in the locations, where customers can reach easily.
Price Promotion
Promotional pricing is a short-term strategy that is used by the organizations. The companies are
using promotional pricing like a way to sustain continuous purchases from buyers. Streets ice-
cream organization is using effective pricing strategy that will assist the organization in
attracting more customers towards its products. The prices of company are lower than its
competitors in the industry. It is offering ice-cream products with better quality and different
flavors and tastes. Thus, company is increasing its customer base by adopting effective pricing
strategy.
Section 4: Scheduling, forecasting and control
Marketing Budget
Marketing
Expense
Budget
Jan Feb Nov Dec 2009 2010

Marketing Management – Masters Level
Advertising $
5,000
$
5,000
$
10,000
$
3,000
$
120,000
$
150,000
Catalogs $
1,000.00
$
1,000.00
$
1,500.00
$
1,000.0
0
$
5,000.00
$
8,000.00
Websites $
2,500.00
$
1,800.00
$
1,000.00
$
500.00
$
50,000.00
$
45,000.0
0
Promotions $
50.00
$
50.00
$
1,500.00
$
50.00
$
1,600.00
$
1,800.00
Shows $
10.00
$
10.00
$
15.00
$
10.00
$
1,500.00
$
1,800.00
Literature $
100.00
$
700.00
$
50.00
$
50.00
$
500.00
$
800.00
PR $
10.00
$
10.00
$
10.00
$
100.00
$
300.00
$
300.00
Seminars $
100.00
$0 $0 $0 $
2,000.00
$
1,200.00
Service $
200.00
$
100.00
$
50.00
$
20.00
$
1,020.00
$
1,110.00
Training $
500.00
$
500.00
$
500.00
$
500.00
$
6,000.00
$
6,600.00
Other $
100.00
$
100.00
$
100.00
$
100.00
$
1,200.00
$
1,500.00
Total Sales
and
Marketing
Expenses
1.66666666
7
1.42857142
9
2.22222222
2
0.6 21.8181818
2
20
Percent of
Sales
3.00% 3.50% 15.00% 15.50%
Contribution 2300 2800 12500 12800 70000 90000

Marketing Management – Masters Level
Margin
Contribution
Margin/Sale
s
76.67% 80.00% 83.33% 82.58% 70.00% 75.00%
Marketing schedule
List of Activities Start Date Duration End Date
Selection of Topic 20-Sep 1 21-Sep
Topic Confirmation 22-Sep 2 24-Sep
Marketing objectives 24-Sep 5 29-Sep
Objective 1 29-Sep 3 1-Sep
Objective 2 7-Sep 10 17-Sep
Strategy 18-Sep 10 28-Sep
Segmentation, targeting and
positioning
29-Sep 5 4-Nov
Promotional mix 5-Nov 5 10-Nov
Test marketing 11-Nov 10 21-Nov
Evaluation of the strategy 9-Nov 1 25-Oct
Amendments 25-Oct 15 9-Nov
Product Launch 9-Dec 1 19-Dec

Marketing Management – Masters Level
Gantt chart
Main activities/
stages
Week1 Week2 Week3 Week4 Week 5 Week 6
Marketing
objectives

Objective 1  
Objective 2 
Strategy   
Segmentation,
targeting and
positioning
 
Promotional mix  
Test marketing  
Evaluation of the
strategy
 
Amendments 
Product launch 
Forecasting
Jan Feb Ma
r
Ap
r
Ma
y
Jun Jul Au
g
Sep Oct No
v
Dec
Sales
Revenue 300
0
350
0
450
0
500
0
550
0
750
0
870
0
920
0
110
00
142
00
150
00
155
00
Cost of goods
sold
700 700 800 100
0
150
0
160
0
160
0
200
0
210
0
215
0
250
0
270
0
Gross profit 230
0
280
0
370
0
400
0
400
0
590
0
710
0
720
0
890
0
120
50
125
00
128
00

Marketing Management – Masters Level
Expenses
Legal fees 100 120 180 220 240 280 320 360 400 440 480 520
Motor vehicle
expenses
500 580 650 700 770 840 900 960 105
0
110
0
130
0
138
0
Postage,
telephone and fax
500 580 640 690 750 800 850 920 100
0
115
0
118
0
126
0
Stationery 600 700 800 820 900 100
0
102
5
107
5
110
0
118
0
124
0
130
0
Rent 150
0
150
0
150
0
180
0
180
0
180
0
200
0
200
0
200
0
200
0
200
0
200
0
Repairs and
maintenance
700 800 850 950 102
2
108
0
113
0
119
0
126
0
129
0
134
5
137
0
Security 500 500 585 610 636 650 720 750 780 810 830 850
Superannuation 800 855 870 900 940 980 102
5
107
5
110
0
115
0
120
0
125
0
Transport/courier
costs
100
0
110
0
120
0
130
0
140
0
150
0
160
0
170
0
180
0
195
0
200
0
210
0
Wages 200
0
200
0
200
0
200
0
200
0
200
0
200
0
200
0
200
0
200
0
200
0
200
0
Workers
compensation
200
0
200
0
200
0
200
0
200
0
200
0
200
0
200
0
200
0
200
0
200
0
200
0
Total Expense 102
00
107
35
112
75
119
90
124
58
129
30
135
70
140
30
144
90
150
70
155
75
160
30
Conclusion
In the limelight of the above executed analysis it has been it has been concluded that the business
entity has been focusing on the marketing plan of Streets ice cream Australia. The above
presented report is the part of the marketing plan which comprises of the consumers segments
and the brand strategy adapted by the entity. The next is the description of the marketing
objectives which are required to e attained for betterment and development in the organization.

Marketing Management – Masters Level
Furthermore, the report includes the marketing program and the last part comprises of the
scheduling and forecasting the expenses or the budget which will be incurred by the entity.
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Marketing Management – Masters Level
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