Marketing Management for Unilever's Dove Soap

Marketing
management

Table of Contents
Executive summary..........................................................................................................................3
INTRODUCTION ..........................................................................................................................4
TASK...............................................................................................................................................4
Description of the company........................................................................................................4
Description of the products.........................................................................................................5
Evaluation of competitive environment......................................................................................5
Analysation of competition:........................................................................................................6
Identification of opportunities and threats..................................................................................7
Impact on Unilever: ...................................................................................................................8
Marketing Mix............................................................................................................................9
Recommendation......................................................................................................................10
Branding....................................................................................................................................10
Reputation ................................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

Executive summary
This report involves a brief description of marketing management which is essential part
of a business in order to expand the sales volume. In this portfolio, an organisation is taken into
consideration for making innovations in its products or services. In this report, environmental
analysis will be conducted for identifying opportunities and threats that impacts the performance
of business operations. This portfolio also covers the concept of marketing mix along with the
techniques of segmentation, targeting and positioning.

INTRODUCTION
The concept of marketing management is defined as the process in which planning,
organising controlling along with implementation of different marketing policies, strategies as
well as programmes are designed with a purpose of satisfying customer needs by offering
products of the company. This process facilitates the business in understanding the wants and
requirements of the target-base by making improvements and offering its products according to
them. It is the backbone of the business enterprise which is significant in the development of an
organisation (Alnawas and Hemsley-Brown, 2019). In this era of stiff competition between
different companies, it is important for a business to concentrate on its marketing-management
for gaining competitive advantages over rivalries in market. In this report, Unilever is taken into
consideration as an organisation which is a UK-based company and was introduced by William
Lever in 1929. Within this existing report, the description of the company along with its products
is going to be explained. An environmental analysis will be conducted for Unilever in order to
identify the opportunities and threats for company. Along with it, concept of marketing mix will
be discussed focussing on 4Ps in context to organisation. Furthermore, this report also includes
an analysis regarding impacts of brand positioning and ways in which the company can improve
its image.
TASK
Description of the company
Unilever Plc is a multinational company existed in London, UK and is dealing in a wide
range of products within the market-place. The organisation is offering products related to food,
home care, health care, etc. to the customer-base. Products of the company are air purifiers,
toothpaste, coffee, ice-cream, tea, condiments, minerals and supplements, cleaning agent,
personal care products, water, beauty products. The respective organisation has 400 brands and
earning a large number of profit (Cho, Fu and Wu, 2017). The most common brands of the
company are Axe, Lux, Dove, Omo, Lipton, Knorr, Lifebuoy, Sunsilk, Magnum, Sunlight, etc.
The organisation is also offering products related to personal care, home care, beauty care, food
and refreshment. Unilever Plc was established on September2, 1929 by William Lever. The
company is one of the largest producer of the soap because it is offering soap in large quantity
and has large number of brand in it.