Marketing Plan: Launching Unilever's Biodegradable Gelforma Product

This report presents a marketing plan for Unilever's new product, Gelforma, a biodegradable washing up liquid designed for both hand and utensil cleaning. The report begins with an introduction to biodegradable waste and the company Unilever, followed by an overview of the product, its ingredients, and its two-in-one functionality. The report then examines customer needs, identifying the target market as females and hotels, and considers current market trends. The company's distribution strategy focuses on indirect channels, utilizing retailers. The pricing strategy is customer-based, aligning with existing product prices. Marketing communications will primarily use advertising to increase brand awareness. The marketing mix is detailed, covering product features, an economical pricing strategy, indirect distribution, and advertising promotion. The report concludes by emphasizing the importance of the marketing plan for a successful product launch and references relevant books and journals.

Biodegradable Bottle for
Washing up Liquid

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Product........................................................................................................................................1
Customer Needs..........................................................................................................................1
Company.....................................................................................................................................2
Distribution.................................................................................................................................2
Price.............................................................................................................................................2
Marketing Communications........................................................................................................3
Marketing Mix............................................................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Biodegradable Wastes are those wastes which includes organic wastes that could be
broken down into carbon dioxide, water, methane or simple organic molecules such as by
anaerobic digestion, aerobic digestion. Examples are related to human and animal excreta, plants
like rubber, paper, wood, leaves, cotton and wool and many more which are good examples of
biodegradable wastes. The company chosen for the completion of this assignment is Unilever
which is headquartered in London and was founded in the year 1929. the company provides
various products to their customers for personal care, beauty care and cleaning agents. The
number of employees working currently in the organisation are approx. 1,55,000. The
assignment will make its focus on product specifications, customer needs, company, distribution,
price, marketing communications and recommended marketing mix. The company is launching a
new product which will not only care for the utensils but also for hands as well. The name of this
product is Gelforma.
MAIN BODY
Product
Gelforma is the new product developed by Unilever which contains Sodium Chloride,
Sodium Lauryl Sulfate, Cocamide DEA, Fragrance, Ammonia Solution, Sodium Hydroxide,
Citric Acid and Sodium Hypochlorite. This product is useful for cleaning the utensils as well as
the hands also. It will not impact rough on the skins which other products does. It includes some
other features as well in comparison to cleaning agents. The first is related to the less time to
taken to wash the utensils, the fragrance is also good which is of aloevera, jojoba and olive oil
which provides good fragrance to the utensils as well as the hands also. In addition to this, it also
washes good both in the cold and hot water as well and also kills the germs that spreads diseases
and it removes, dirt, oil, soil, germs and bad fragrance from the utensils. It is important because it
is two in one product and can be used for both hand washing as well as for cleaning the kitchen
utensils. The importance of this product increases as many house cleaning products do not
provide the customers with skin care as well.
Customer Needs
The company do have an opportunity as there are no products in the market having such
features in them. As it is important to do something different from that of others in the form of
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innovation. The customers are segments on their size, geo-demographic and psychographic basis.
On the basis of geo-demographic, the customers are divided according to their age and
occupations such as the females whether home makers are using their personal use or it is
occupation of those females. Additionally, it also targets hotels which will make use of this
product to their make the use of these products in their hotels for cleaning purposes. The target
market for the product are females and hotels. The current trends in this market are cost
effectiveness, fragrance, performance, environmental awareness. But the following product do
have some other features which are considered as the growth trends such as two in one product
as an innovation. As it is not provided by any of competitors in the market. With this product, it
is possible to maintain skin moisture, two in one product and it also solves the problem of bad
smell in the kitchen and utensils.
Company
Unilever is an organisation which is operating at global level and deals mainly in
cleaning agents and home and beauty care products. It have good image and market share so this
is an opportunity to provide the customers with some different product that could help in
growing organisation's income and revenues.
Distribution
The distribution of the new product will be done in many ways but the most suitable and
preferred for this product is with the help of Indirect Channel of Distribution. It will be helpful to
provide the customers with products and services by including retailers as they are in knowledge
with the needs and demands of customers and the qualities and features which they want in the
product and service. This will not be possible with direct channel of distribution but with the
help of retailers, the feedbacks of customers could be delivered to the organisation.
Price
Price can be defined as the amount which is charges by the seller for the transfer of
ownership to customers of the product or service. The pricing objectives are described as under:
 To retain and increase the market share.
 To achieve competitive position in the market.
The structure of Unilever's product has been put according to the customer based pricing
as the customers preference is given at the utmost preference. So on the basis of prices already
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charged by the organisation for their different products in this class, the organisation will also
charge according to the prices of different products. The price which will be setup by the
organisation for Gelforma is £ 2.
Marketing Communications
In order to communicate with the target market of Unilever, the organisation will make
use of Advertising as with the help of this media only, it will be possible to reach most of the
customers even at a single time which will help in increasing the brand awareness of the products
and services of Unilever.
Marketing Mix
Product: Product has been made according to the needs of customers and have various
characteristics such as two in one quality of the product which has been as an innovation in the
product.
Price: Unilever will make use of Economical Pricing Strategy for the sales of the products in the
market, with the help of this strategy it will be possible to the company to attract new and
potential customers of Unilever in the market.
Place: The distribution channel chosen for Gelforma is Indirect Two Way Channel of
Distribution with the help of which the products and services will be provided to the customers.
Promotion: In order to make the people aware about the products and services of the
organisation, the use of Advertising Promotion Tool will be done for increasing the sales of the
products of Unilever.
CONCLUSION
From the above assignment, it has been concluded that marketing plan is an important
part which helps in knowing about the different aspects which the company is needed to focus
and working upon. In addition to this, it also provides different information about the project that
are important for the successful launch.
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REFERENCES
Books and Journals
Kotler, P. and et. al., 2017. Marketing for hospitality and tourism.
Lidstone, J. and MacLennan, J., 2017. Marketing planning for the pharmaceutical industry.
Routledge.
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