Unit 2 Marketing Process & Planning - Desklib

UNIT 2 MARKETING
PROCESS & PLANNING

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Part 1:...............................................................................................................................................3
P1: Explanation of the concept of the marketing in the 21st century:.........................................3
Analysing the role of the marketing functions in the context of the “Unilever”:........................4
P2: Analysing how the marketing function works and interacts with other departments:..........5
P3: Explaining the extended marketing mix in the context of the “Unilever”:...........................5
Evaluation of marketing mix in meeting overall business objectives:........................................6
Recommendations:.......................................................................................................................6
Part 2:...............................................................................................................................................7
P4: Developing the marketing plan including the key elements related to the marketing plan
for the “Unilever Plc.”:................................................................................................................7
Situational analysation:................................................................................................................8
P5: Producing media plan including recommendations and rationale for media activities
meeting budgetary requirements and objectives of the campaign:............................................11
CONCLUSION..............................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
The marketing is the process of the promoting and selling out the products and the services of
the company that includes the market research and the advertising of the products and the
services of the company's products and services. The report based on the Unilever a
multinational company of the consumer goods and is operated by its head quarter in the London,
United Kingdom. Organization was founded in the 2 september, 1929 and is operated with the
149000 numbers of employees. The report based on the marketing process and planning will
show about the concept of the marketing and how the marketing functions works. The report will
be showing about the marketing mix related to the achievement of the business objective and
marketing plan will be developed. The report will also be showing about the media plan that will
be including the recommendations and rationale to select media activity that will help in meeting
the budgetary requirements and the marketing objective.
MAIN BODY
Part 1:
P1: Explanation of the concept of the marketing in the 21st century:
The concept of the marketing is the preoccupied process that haves the idea of the satisfaction of
the needs and the wants of the customers by the means of the products and that too
demonstrating the solution to the problem of the customer's need. The concept of the marketing
represents the major changes in the present competition of the business organization and helps
them to achieve the competitive advantage in the market (GARG, and MISHRA, 2018).
Marketing mainly refers to the activities that are related to the company undertaking the
promotion of the buying and the selling of the product. Marketing has the different types of the
activities like advertising, selling of product and delivering it to the customers. In the modern
world marketing concept for the business firms are based on the preferences of the digital world.
The digital marketing have taken the world of business far more ahead by letting the businesses
have the competitive advantages. The digital marketing have so many types of aspects that help a
business in performing its marketing activity. The digital marketing comprises the various
activities like social media marketing that have Facebook marketing, Instagram advertising, SEO
s, etc. It is focused on the mass marketing, as the arrival of the internet have transformed the
process of the promotion in to the inbound series of the marketing. This helps the business firms

by facilitating two-way interactions' communication in between the organization and their
customers through the search engines, emails and content strategies and social media platforms.
Analysing the role of the marketing functions in the context of the “Unilever”:
1. Promotion: this can help the firm in educating the targeted audience of the firm about
the products and the services offered by the organization. This function of the marketing
focus on introducing the consumers to the brand (Vilkina, and Klimovets, 2019).
2. Selling: this function of the marketing comprises communication of the business to the
customers by pursuing the sales leads. This helps the authorities to build a good
relationship with the potential customers.
3. Product management: this function includes the designing and the improvement of the
product. This incudes different activities that the firm needs to perform like analysing the
competition, communicating to the customers, implementing the feed backs, conducting
research in the market, coordinating with different departments, etc.
4. Pricing: this is the main factor for the firm to determine the price of the products and
services offered by them in the market. While pricing the product, it should match out
with the prices of the promotion and branding.
5. Marketing information management: the collection of the data comes as the most
important task, in the marketing. This can be done by using the different marketing tools
like conducting the surveys, online reviews, social media engagements, and market
research report. These all tools can provide with the different data and feed backs.
6. Financing: this is the function that includes the funding that can be either internal or on
the external basis for the firm. The marketing team can help the firm by growing out its
revenue due to high quality of the products they offer.
7. Distribution: this is the process under which the company will be transporting its
products to the customers, with different methods like online stores, sales call, retail
stores, wholesalers, etc.
For example: the firm introduced a new product in the market after conducting the market
research and promoted it and kept the product as per the preferences of the targeted audience and
kept its price as minimum.