Marketing Planning Report: UNICEF's Strategic Approach

This report provides a comprehensive analysis of UNICEF's marketing planning. It begins by exploring the changing perspectives in marketing planning, emphasizing the importance of idea generation, service concepts, marketing concepts, and social marketing. The report then assesses UNICEF's organizational capabilities, including managerial, financial, operational capabilities, and loyalty. It also examines the techniques used to perform internal and external audits, such as PESTLE and SWOT analyses, and Porter's Five Forces model, highlighting their impact on marketing planning. The report further delves into the influence of ethical issues in planning and the impact of consumer ethics on marketing strategies. Through this analysis, the report provides insights into UNICEF's strategic approach to marketing, including its strengths, weaknesses, opportunities, and threats, while also considering the political, economic, social, technological, and legal factors affecting its operations.

MARKETING PLANNING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
1.1) Changing perspective in marketing planning......................................................................1
1.2) Organisation's capabilities for marketing planning.............................................................2
1.3) Techniques used to perform auditing organisation and external factors.............................3
1.4)Internal and external audit affecting marketing planning.....................................................4
TASK2.............................................................................................................................................6
2.1)Barriers to marketing planning.............................................................................................6
2.2) Overcoming barriers............................................................................................................7
TASK3.............................................................................................................................................8
Covered in PPT...........................................................................................................................8
TASK4.............................................................................................................................................8
4.1) Influence of ethical issues in planning.................................................................................8
4.2)Respond of organisation on ethical issues............................................................................8
4.3)Consumer ethics and its impact of marketing planning........................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is a concept that plays a very important role in developing and improving
present condition of a business. As to attain success producing and introducing an idea is not
enough. It is very necessary for one to promote them and to create awareness in market so for
that a proper marketing planning is needed. Marketing planning is one of the major tool through
which an organisation is able to know those areas where products and services of a firm could be
established and then according to market needs, entire work is been managed and performed in
an appropriate manner (Dief and Font, 2010). There are numerous tools and techniques that are
used to analyse several factors that has its influence upon operations and activities of firm.
UNICEF is program that avail services and assistance to children and mothers in those countries
who are still in a stage of developing. It is one of the member of United nation's development
group. Basically it is depended upon donations, charity and aid provided by government. It avail
basic products that are very much required such as vaccines and other medicines for children and
mothers facing with diseases and viruses.
TASK1
1.1) Changing perspective in marketing planning
Marketing planning is vital for attaining organisational objective as well as its
sustainability in market. It involves each and every step that has been adapted by company to
promote its products and services. Following are changing perspectives of marketing plan in
present time-
1. Idea generation concept- As company is dealing in charity sector so it is very essential for
it to create innovative and new idea so that services can be used in appropriate manner.
People who are facing with issues and challenges regarding health and their livelihood.
They get aided by UNICEF(special and focused clients are suffered mother and children).
2. Service concept- It is a state where customers and clients are willing to have those
services that are effective, good in quality, enhanced performance and is unique from
others ( Fugate, Mentzer and Stank, 2010). Services that company is availing to
customers especially children and mothers are to be planned in an appropriate manner so
that they wish to consume them. There are ranges of services that are provided by
UNICEF.
1

3. Marketing concept- It is a concept which has to be more considered by company as it
states all those activities that are involved in promotions and advertising of services and
products that are availed by company and it has to be more effective compared to
competitors as they are also using several tools and strategies so as to attract customers.
4. Social marketing concept- This is an aspect where company need to research in market
about need and wants of consumers and to availed exactly what they wish to have, this
will satisfy customers and will make them retain to customers (Grifoni, D'Andrea and
Ferri, 2013). This will help in sustaining in market and also to compete with their
competitors.
These are changing phase in marketing planning which is very necessary as to carry out effective
working in market and to serve needy who are not having any one for their support. To those the
cited company is focusing much.
1.2) Organisation's capabilities for marketing planning
Organisation's capabilities are those strengths and competencies that are pertained with
firm. These aspect help company in facing tough challenges of market and to get sustained in
crucial situations. Following are capabilities of company-
 Managerial capabilities- This is a most important aspect as because it help managing each
and every aspect of operations and business of a company. They play a very important
role in carrying out each and every task and work that is been performed by company for
the welfare of society. Managers of UNICEF plan out several strategies so that they can
avail services to required person in appropriate manner.
 Financial capabilities- These are also an important aspect which will help company in
running its operations in smooth manner. As to serve customers, it is very essential for
firm to manage all aspects related to funds. Mostly entire work is been performed with
help of charity and donations also government provide aid of fund that they collect from
tax from public and companies (Hollensen, 2015). These are used to provide safety and is
for society's welfare. This is a capabilities that can be very beneficial for UNICEF to
avail services to customers in appropriate manner.
 Operational capabilities- This is strength of a company, the way it carries out its
operations and functions on day to day aspect. It is very essential for company to perform
and do all task in proper manner, this will lead in attaining organisational objectives and
2

goals. Providing vaccines and other products to customers on daily basis has to be very
appropriately performed so that, this act become their strength and they will be able to
sustain in market.
 Loyalty- As it is been safeguarding health issues and development of public like children,
they have build loyalty in mind of customers whenever they feel to avail such services
they will prefer UNICEF (Katona, 2014). Services are very qualitative and are drawing
attention of clients towards it. So, this is a competency that is assisting company in
sustaining in market.
1.3) Techniques used to perform auditing organisation and external factors.
An organisation is very much influenced by internal and external factors of it. It become
very essential for it t consider them in appropriate manner so that they could be able to attain
sustainability and growth in competitive scenario. These factors have direct impact upon
operations and functions of firm may be in positive or negative. Company need to find out all
those aspects so that they could be able to meet and cope up with challenges and issues that
could hamper its activities (Lindsey and Neeley, 2010). So as to carry out audit of both
organisation and external environment it is very necessary for company to adapt some techniques
that are very beneficial for it to understand all those things that can affect functions of UNECIF.
They are as follows-
 PESTLE- This is one of the technique that has been chosen by firm so as to understand
all those external factors that are affecting organisation's operations and functions can be
identified. This is very important to understand as because this help in making strategies
and plans so that in a appropriate manner. They can be very helpful in making effective
plans so as to compete in market and making customers satisfied.
 SWOT- This is one of the method through which company is able to study about internal
aspects of business such as strengths, weakness, opportunities and threats (Logman,
2011). It is very essential for company to carry out this as because it will help in
improving those areas where it is lacking and also it can enhance strengths in more
effective manner so that it could be able to compete with its competitors.
 Porter's Five Force Model- This is a technique which is very beneficial to understand
strategies and actual situation of market as well as competitors at present times. Threats
3

of substitutes, power of bargaining of both buyers and suppliers all these can be identified
by this techniques.
Above mentioned are some of the most important tools that can be used by firm so as to better
understand internal and external strategies of company.
1.4)Internal and external audit affecting marketing planning.
Marketing planning is an approach which is very necessary to carry out in an organisation
but there are many factors internally and externally that will affect in making plans related to
marketing as it is a very vast area and has to be covered in an appropriate manner (Morgan,
2012). As to perform internal audit SWOT is one of the best option that can be adapted by
company.
SWOT Analysis of UNECIF
Strength
Company's FCF products are its main strength.
This is very effectively performing its
activities in market as because this is providing
nutrition to children which is assisting them to
improve their present health conditions. It is
providing flavoured food, colour and in odour
which is very effectively attracting children to
have them.
Weaknesses
One of the weakness that is pertained with
company is the monotonous product that it is
availing to its target market. Also information
providing is not appropriate as they have
targetted children and mother so strategies of
communicating them is not effective enough to
meet their need and set objectives (Moutinho
and Southern, 2010).
Opportunities
It is having great opportunity in market as it
can integrate its work with ventures and can be
promotion about breastfeeding and other
activities that are related to health issues. Also
they can participate in private sector as to
expand them in market.
Threats
It has been identifies that there are numerous
threats are present if not handled appropriately
then it can affect the products and services of
company. Products are very expensive are cost
incurred in production is very high.
Substitutions are available in market that can
give tough competition to them.
4

With the help of SWOT analysis it is understood what actually is the present stage of company.
Considering all discussed aspect company need
PESTLE analysis of UNECIF
Political Political factors are those who are having
direct impact on operations and activities of an
organisation. It is very essential for company
to concern about these factors as because if
avoided will affect entire work and will not be
able to retain them back. As UNICEF is very
much focused upon target market it is very
important for them to understand political rules
and regulation that is been performed in
several nation (Moutinho, 2011). It is serving
in various country so their norms are very
much followed by them.
Economical This is another major aspects that has to be
focused much. As company avails nutritional
products, many raw materials are required if
fluctuation in prices take place then whole
planning has to be be performed an if it raises
then definitely cost also get incurred that will
result in expensive products.
Social Values and culture of society is very much
important as company is serving such products
and services that need to be very effective to
satisfy the needs and wants of them. They have
to avail them products that are of high quality.
Technological Present time technologies are very effectively
used so it is very essential for company to
adapt latest techniques for their production and
5

manufacturing of goods (Ratten, 2016).
Lacking in this will lead in low productivity
and profitability.
Legal Laws are very different in various country and
also use of several materials are very
specifically mentioned in legal aspect and
actions against them. If material are not used
the manner legal aspects defined then problem
will be faced by company (Reijonen, 2010).
Environmental As time of production pollution get created so
it is very essential for company to focus upon
them and take proper care of surroundings.
As to make marketing plan in effective and appropriate manner it become very essential for
company to consider these factors so that they could be able to meet challenges and can make
proper strategies to sustain in market.
TASK2
2.1)Barriers to marketing planning
As to make plan for marketing it is very necessary to get prepared for several challenges.
This is because there are various aspects which will create problem to management in preparing
proper marketing strategies. Barriers of marketing planning are as follows-
 Environmental barriers- There are environmental barriers that influence top level
management of UNICEF at times of making planning regarding marketing of products
and services. All external factors, competitors, government policies, economical aspect if
any of them get fluctuated with a minor rates whole operations and plans get affected
(Renz, 2016).
 Lack in proper research- This is also one of the factor that can cause barrier to company
as because this will affect them in marketing planning. If proper information is not
available with management then they could not be able to carry out an effective
marketing strategies.
6

 Conflict and improper management- This is a big issue. If organisation is not able to
adapt an appropriate management tools then it become very difficult to make plans for
betterment of organisation. As marketing plan is basically done to promote company's
products and services so as to create awareness in market. But if proper management in
not present then it can not be attained.
 Culture- It is very complex aspect of the society, it includes belief, moral,customers,
values etc. these if not considered by company at time of making ,marketing plan it
become very difficult for it to carry out its activities in a effective manner (Sadjadi,
Ghazanfari and Yousefli, 2010).
2.2) Overcoming barriers
As to overcome barriers that are faced by company at time of marketing planning, it is
very essential for firm to consider several aspects they are as follows-
 Structuring advertising effectively- It is very necessary for an organisation to properly
frame out steps that are required in advertisement so that appropriately at times of
problem effective strategies can be applied. This will help in overcoming the barrier that
is been faced by company.
 Proper research of market- As to face issues that are affecting marketing planning can be
overcome with help of proper and effective research of market . This will help in
understanding needs and wants of market and what all are the aspects which will make
customers satisfy will also be able to identify. This will lead in a situation where
company will not bear problematic situations.
 To concern environment study- All those environmental factors which are affecting
marketing planning can be identified and according to that plans can be made so that
barriers can be overcome. This will help management of the company to make an
appropriate plan that can assist it in sustaining in market and also they will enhance
productivity and profitability of an organisation (Samadi, Mirzazadeh and Pedram, 2013).
 Culture- As to make a plan regarding marketing company need to first properly study
about culture. Beliefs and values of society so that what ever been introduced by
company will not affect emotions and values of customers.
7

TASK3
Covered in PPT
TASK4
4.1) Influence of ethical issues in planning
In every organisation marketing functions are very appropriately performed and is also
considered in ethical manner so as to sustain in market and also to maintain its image. Basically
ethics can be considered in three aspects they are as follows-
 Policy and code of conduct- This is of the major element of a firm. In what manner
company is conducting activities and operations plays a very important role as because
the way operations are performed that states ethical aspect of business (Shankar and et.
al, 2011). If norms and regulations are very practically and according to government
policies are adapted by company then it is a situation where company is said to be as
ethical.
 Strategic framework- At times of planning out strategies and plans ethical consideration
is very necessary. It is essential to concern about safety and welfare of society this is one
of the ethical part that company may adapt. If strategies are not made appropriately as to
earn profit if company create plans that is against ethics then it can become an issue for it
as they will not be able to sustain in market.
Following are some of the way through which ethics influence marketing planning-
 It will help in making appropriate and effective plans related to planning.
 It is also very helpful in accessing each and every one.
 It is very useful in enhancing and improving quality of products and services.
 It also assist company in its effectiveness.
 It is very beneficial as because this help in maintaining equity among all.
4.2)Respond of organisation on ethical issues
Organisation also plays its part in ethical issues so that company could be able to create a
good brand image in market and also to develop an effective strategies to sustain and retain in
market (Steinberg, 2011). Below are some aspects that has to be considered by company as to
respond to the ethical element-
8

 Waste disposal- Company need to use appropriate plans so that waste items that produce
pollution can be dumped in place where environment can be kept safe and secured.
Effective Waste disposal method will lead company in responding ethically to society
(Taghian, 2010).
 Fair trade- This is very necessary for company to follow a proper trading system. Firm
must adapt fair trade practices so that it can be said to be as an ethical considering
organisation. This will help in customers reliability for an the cited organisation.
 Social welfare- CSR activities has to be performed by company so that customer will get
benefits from them and along with this company's brand image will also get attained.
Company will get help in attracting customers towards availing in products and services
of company.
4.3)Consumer ethics and its impact of marketing planning
Consumer is one of the major aspect of marketing as company is trying to attract them for
what it is providing to them. Entire marketing plan is depended upon customers as they are who
will buy or consumes products and services of company that they are offering. Following are
some of the elements that can be drawn form consumers ethics, this is very helpful as because it
will assist company in understanding aspects of ethics for customers-
 Exposing and justice against unfair act done to employees in an organisation.
 It is very helpful in recognising customers addiction and and towards what all things they
are habitual to.
 Helps in allowing to share and transfer information on basis of goods and services
(Wilson, 2010).
CONCLUSION
From the above report it can be concluded that marketing is very important for a business
to carry out its operations and functions so that they can be very effectively able to attract
customers towards products and services that are offered by firm. UNICEF is very effectively
practising marketing planning techniques sop that it can be able to sustain in market. New
marketing plan has been studied along with this internal and external factors that affect
operations and functions has been understood.
9