Unit 2 Marketing Process & Planning

This report discusses the concept of marketing, the role of marketing function, and how marketing interacts with other departments. It also includes a marketing plan and media plan for Unilever Plc. The report covers market research, situational analysis, SWOT analysis, PESTLE analysis, and recommendations for the company.

Unit 2 Marketing Process &
Planning

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
PART-1............................................................................................................................................3
Concept of marketing in 21st century .........................................................................................3
Role of marketing function with examples .................................................................................3
Analysis of how marketing function works and interacts with other departments .....................4
Marketing mix..............................................................................................................................5
Evaluation of marketing mix in meeting overall business objectives..........................................6
Recommendations........................................................................................................................6
PART 2............................................................................................................................................7
P4 Developing a marketing plan that includes key elements of marketing planning for an
organization to achieve marketing objectives:.............................................................................7
P5 Producing a media plan that includes recommendations and rationale for selected media
activities that meet budgetary requirements and objectives of a marketing campaign brief:....11
CONCLUSION..............................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing can be defined as activities carried out by an organization in order to promote
the products and services offered by them in the market. This helps the organization in enhancing
the customer engagement and help the company in increasing their profitability (Camarero, and
et.al 2019). The present report is based on the study of Unilever Plc, which is a supermarket
chain headquartered in London, United Kingdom. The current report aims to discuss about the
concept of marketing and the role of marketing function in the company. It also discusses about
how their marketing is linked with other departments. The current study is inclusive of a
marketing plan, a competitor analysis of the Unilever plc in order to determine the brand
positioning of Unilever in the market.
MAIN BODY
PART-1
Concept of marketing in 21st century
The concept of marketing can be explained as a set of activities used by different
institutions that helps them in developing, communicating, offering and exchanging products and
services to the customers that have value for them. This helps an organization in enhancing the
profitability of a company by providing the company with the opportunity to promote the
products and services in the market. There are different types of marketing used by the
companies which includes digital marketing, social media marketing, traditional marketing tools
such as providing advertisements using newspapers, televisions, etc.
Role of marketing function with examples
The marketing function plays an essential role in the success of a business enterprise as it
helps them in increasing the customer engagement and helps them in improving their
profitability in the market. The marketing is used by the Unilever plc for a variety of reasons
which have been explained below:
Helps in finding distribution channels
It has been determined that the marketing function helps the Unilever Plc in finding
distribution channels for their company. This helps them in finding ways from where the
customers can approach the organization for the purpose of purchasing its products and services
in the market (Feng, Huang, and Avgerinos, 2018). Therefore, it can be said that marketing helps

in enhancing the customer base of the Unilever Plc by helping them promote and avail its
products to the customers in the market.
Defines the brand
The marketing function is used by the Unilever Plc as it helps the company in presenting
a brand image among the customers in the market. This aids the organization in attracting a wide
range of customers towards the company and help them in improving their profitability in the
market.
Conducting market research
One of the major function of the marketing department in Unilever Plc is to conduct a
market research. It is important for a company to carry out market research in order to determine
the needs, wants and preferences of the customers in the market so that the company can come
up with the products and services that helps in company in satisfying the wants of the customers.
Analysis of how marketing function works and interacts with other departments
In order to increase the efficiency and effectiveness of the marketing plan of accompany,
it is important for the enterprise to work collaboratively with the other departments of the
organization. The analysis of how marketing works and interacts with the other departments of
the Unilever Plc, has been explained below:
Marketing and operations/productions
It has been determined that the marketing department of the Unilever Plc works closely
with the productions and operations department of the company (Le Meunier-Fitzhugh, and
Massey, 2019). This is because, the marketing department of the company has needs to know
about the products that have been offered by the company in the market and the time it takes to
be delivered to the customers in order to promote the same in the market.
Marketing and HRM
Similarly, the marketing department also works with the human resource department of a
company in order to ensure whether the company has been recruiting and hiring the workforce
that have appropriate skillset or not. Also, the marketing function informs the HRM department
about their needs in order to achieve the organizational objectives.
Marketing and finance
In order to run marketing campaigns and other sorts of marketing activities via online and
offline modes of advertisements, it is necessary for a company to have sufficient amount of funds

with them. Therefore, the marketing function of the Unilever works together with the finance
department of the company in order to determine the available funds and resources associated
with the marketing activities of the company.
Marketing mix
Product
The Unilever Plc. deals in 4 major categories in the market across the globe. These
include personal care, food, refreshment, home care and water purifier (Mir-Bernal, and Sadaba,
Patsiaouras, 2019). The Unilever offers the products of around 400 brands in the market and has
been effectively increasing its profitability by offering a range of products and services to the
customers in the market.
Price
The Unilever Plc has been using the penetration pricing policy in the market in which the
company aims to offers the products with premium quality at affordable prices within the
market.
Place
It is noted that the Unilever Plc has been efficiently carrying out its business operations in
more than 190 countries in the market. In order to lower down their costs, the company makes
use of global manufacturing and distributes their offerings widely all over the world. This helps
the company in decreasing their cost associated with the sourcing of the products for the purpose
of offering them in the market.
Promotion
The Unilever Plc. makes use of both the traditional and modern channels of marketing in
order to promote its goods and services in the market. The Unilever Plc. makes use of social
media campaigns, uses social media, television, newspaper, billboards, posters, radios in order to
promote the offerings of the brand.
People
Around 170000 employees have been hired by the Unilever Plc across the world. The
company makes good use of the distributors, retailers and media personnel for the purpose of
availing the products to the consumers.
Process

The processes used by the company includes business partnering and MO buying, central
operations, IT integration and channel development.
Physical evidence
The Unilever Plc. offers its products using retail stores, website, online platforms of
distribution in the market. The brand name of the company and its logo also helps the company
in creating a brand image in the minds of the customers in the market.
Evaluation of marketing mix in meeting overall business objectives
The 7 p’s of marketing used by the Unilever Plc helps them in increasing their
profitability and enhancing their customer base in the market. Since, the Unilever plc. offers a
wide range of products in the markets, there are a huge number of customers that are attracted
towards the brand and makes their necessary purchase from the Unilever Plc only (Thomas,
2020). This brand has been dealing and offering its products in about 190 countries which also
proves to be beneficial for the company as it helps the company in extending its reach in the
market. Moreover, the goods offered by the brand are priced at affordable rates which makes it
easier for different types of customers to get in touch and engage with the Unilever Plc.
Recommendations
Even though, the Unilever Plc. is one of the leading, highly profitable and reputed
organization, there is still some scope for improvement in the business operations of the brand.
The recommendations in order to improve the working of the company in the market are as
follows:
 The Unilever Plc should opt for affiliate marketing in order to increase the sales and
profitability of the company. The affiliate marketing can be described as a model of
advertising where an organization hires third party publishers for the purpose increasing
the traffic on the website of the company and help the company in increasing its
profitability and revenue in the market.
 Another thing that can help the company in increasing its reach in the market is
expanding the business operations to countries where the company has not been operating
currently. This will help the company in capturing new markets and attract a wide range
of customers towards the product offerings of the brand.

PART 2
P4 Developing a marketing plan that includes key elements of marketing planning for an
organization to achieve marketing objectives:
Marketing plan is document containing key elements for product promotion and positioning
planning, Unilever is one of those organizations which perform planning considering key
elements that cover important area of the market (Fotiadis, Mombeuil and Valek, 2018). These
may include:
SMART Objectives:
 Specific: Unilever is expecting to increase traffic and sales by 50% promoting luxury
food products and focusing to add new marketing strategies to achieve this.
 Measurable: Unilever is planning to increase traffic and sales by 50% which can be
measured with change in sales and product demand in the market.
 Attainable: Unilever is expecting 50% increase in sales and traffic but this will be
achieved in two quarter which means 25% and remaining 25%.
 Relevant: The goal to make new luxury food products successful will allow Unilever to
experience reputation growth and brand image in the market.
 Time bounded: Unilever want to achieve marketing objective increasing 50% traffic and
sales will be achieved within a year (Westwood, 2022).
Market research:
Current market trend: After COVID-19 impact, there is trend of sustainable product range,
consumers are demanding sustainable measure in almost every product range. Health conscious
and diet driven consumer are demanding new range of luxury food item, this may include FMG
goods like diet biscuit, ready-made health drink, sugar free sweet drinks and nutritional black
water. Unilever need to provide these products to catch current market trend and demand of
consumer.
Consumer need and behaviour: Consumer behaviour and need for products have changed after
COVID-19 impact, they are demanding new range of food products which health them to gain
health measure and requirements (Wirth, 2018). However, Unilever already dealing in healthy
product range but to fulfil consumer needs, Unilever might consider new range of luxury food
products allowing company ensure needs of consumer are fulfilled and company achieve
objective of increasing 50% sales and traffic.

Situational analysis:
SWOT analysis:
Strength: Strength of Unilever lies in brand image and reputation they carry in the market,
Unilever is one of the largest consumer goods and super market chain dealing in almost 190
nations with wide range of products (Benzaghta and et.al., 2021). Unilever have super market
store in almost every nation allowing them to cover industry.
Weakness: Weakness of Unilever lies in poor supply chain management, this company face
drawback and decrease in sales because of poor supply chain. Unilever is well-known as
supermarket chain but this company do not have strong chain of supply impacting their sales and
revenue in each nation.
Opportunity: Unilever have opportunity to capture small scale retail businesses, this company
only provide recognition to brands and reputed company. However, if they allow small retailer
and manufacture to use Unilever as platform then this company can boost their sales and achieve
goal of marketing depending on brand image.
Threat: Unilever is facing tough competition in retail industry, giants like Tesco, Sainsbury,
Morrison and P&G are providing neck to neck competition to Unilever and impacting their sales
each quarter. Unilever will going to face threat of substitute when they will plan to launch luxury
range of new food products (Teoli, Sanvictores and An, 2019).
PESTLE analysis:
Political factor: This is one of the most common but important factor impact firm's performance,
after Brexit, government took decision to restrict trade relationship with EU countries impacting
international dealing of Unilever (Christodoulou and Cullinane, 2019). COVID-19 measures by
government of UK do not favour growth of market giant like Unilever in the process.
Economical factor: Economy of the UK was impacted after COVID-19, there was high inflation
rate increasing price of raw material making is difficult for Unilever to continue existing
manufacturing of products, economic instability and slow recovery will impact new product
launch as well, Unilever is facing challenges in almost every nation.
Social factor: Social factor means consumer factor, after COVID-19, consumer behaviour have
changed which means consumer are not ready to spend their income on FMCG products.
COVID-19 pushed consumer to consider health products which means sustainability is key
measure, Unilever need to react by analysing consumer behaviour in the market.

Technological factor: This is another important factor impact firm's performance in the market,
Unilever have both software and hardware technological advancement allowing them to grow in
the market. However, there is current trend of including AI bases system in the production and
other business area which means competitors are ahead of Unilever.
Environmental factor: Environment factor impact firm's performance, both consumer and
government demand environmental measures. After COVID-19 government of the UK is
demanding businesses and industries to take measure over betterment of environment, this may
include policy and procedure provided by the government which may include plastic ban,
Unilever's product packaging will be impacted.
Legal factor: This is one of the most important factor, this become more important when
company deal in different market over different countries (Perera, 2017). Unilever compile their
policy with policy and requirement of government, each government have their own policy and
procedure which means Unilever have to change their procedure and even strategies according to
the requirement of the nation.
Porter five force:
Rivalry: Competition is one of the most common term in every industry, almost every business
organization face competition in the target market. Unilever face compelling from Tesco,
Sainsbury, Morrison and P&G, these are already established market giant with continuous
growth and stability in the market, these competitors provide neck to neck competition.
New entry: New entry means new competition, Unilever face competition from these new entry
who have sufficient budget to gain competitive advantage in the market. Unilever is one of the
largest consumer goods company but still face critical issue from strategies of new entry, they
even impact market positioning of industry leader (Perera, 2020).
Power of supplier: Supplier have certain powers in the market, Unilever depend on certain types
of supplier over raw material, this company have more than 400 brands which means number
and power of supplier is faced by the firm. These supplier do not accept negotiating offer
provided by the firm.
Power of consumer: Consumer carry certain type of power in the market but mostly bargaining
power is most critical, Unilever face competition when consumer considers other brands over
Unilever because this company do not accept bargaining request of consumer, other brands offer
better deal allowing consumer to consider them.

Threat of substitute: This is most common type of issue faced by almost every company, new
products are copied by either new entry or already establish market giant. Competition arrive
when same product cover whole industry and price war reach peak level in the market, Unilever
do not reduce their price for brand image keeping competitor ahead.
STP (Segmentation, Targeting and Positioning):
Segmentation: Unilever is planning to introduce new luxury range of food products including
sustainable foods with sustainable packaging, this company need to create different segment. For
example; demographic segment may include age, gender, education and other, this new product
range is luxury which means age group will be above 25 years old. There are sub segments also,
these are:
 Educational level: Consumer with high educational level will understand the benefit of
considering new luxury range of food products which are sustainable.
Targeting: Unilever need to target consumer as per the segmentation criteria, this is new luxury
range of product which means consumer might fall in elite segment. However, Unilever have to
create sub segment of targeting, these are:
 Social class: Consumer with wealth and spending capacity will be targeted during this
campaign allowing Unilever to keep their luxury tag on products.
Positioning: Unilever need to position themselves in the market, this is challenging task,
company need to introduce new product, this new product might went into major modification as
per the consumer demand and condition of the market, there are sub segments under positioning,
these are:
 Innovative product: This will allow Unilever to position themselves in the market,
innovating the existing product is key to capture market.
Extended marketing mix:
Product mix: This is one of the most important area in the marketing where consumer demand
features and product specification, Unilever need to introduce those products which is new to the
market. Luxury range of food product means Unilever need to add certain feature, specification
and new ingredient to develop product (Išoraitė, 2016).
Price mix: Price of every product define marketing reliability of firm, if price is according to the
spending capacity of consumer then company might enjoy continuous growth. Unilever need to

set price accordingly, this company is introducing new product ranging luxury and elite
consumer which means pricing will be high impacting marketing.
Place mix: This is another important area, company need to have both physical and online
appearance of their product impacting marketing of the company. Unilever need to define place
mix to bring betterment in their marketing process, luxury range of product should be available
at both area including physical store and online platform.
Promotion mix: Promotion simply define as marketing, company perform promotion to ensure
growth is maintained. Unilever need to consider both print and social media platform to ensure
promotion is continued in the process, social media promotion may include platforms like
Instagram, Facebook and Twitter, company need to design promotional campaign accordingly.
Marketing budget:
Marketing cost
Market research $1600
Social media platform selection $100
Marketing campaign for each media $4000
Key word research $5000
Influencer marketing $1000
Resource allocation $2000
Print media marketing $10000
Paper and template marketing $6000
Other $1000
Total marketing expenses $30700
P5 Producing a media plan that includes recommendations and rationale for selected media
activities that meet budgetary requirements and objectives of a marketing campaign brief:

Return On Marketing Investment (ROMI) & Customer Lifetime Value (CLV):
ROMI:
Every investment demand return, firm who invest in the company and marketing process
demand return with higher value. It is very clear that marketing is key significant process in the
firm allowing company to promote their brand and product, however investing in marketing
depend on type of product company develop. Unilever is focusing on luxury range of food
products allowing firm to sustainable product in their product line, return on marketing
investment can be defined in two terms:
 50% increase in sales: ROMI can be seen when Unilever will enjoy 50% increase in sales
after completing the marketing strategies crafted for luxury range of food products
(Jönsson and Zahn, 2018).
CLV:
Customer lifetime value is procedure to measure loyalty of consumer towards brand and how
they react to the product provided by the company. Every consumer is valuable for the firm but
who is worth is more important to know, it is very clear that Unilever enjoy value and brand
reputation in the market as their consumer are loyal and valuable to them. However, it is
important to create a relationship between brand and consumer, Unilever have opportunity to
capture market with new luxury range food products.
Media budget:
Media budget:
Instagram $5000
Facebook $3000
Twitter $500
YouTube $1000
Total $9500
Recommendation for integrated multi media activities:
More budget: Budget play vital role when it comes to business management and marketing
process, it is very clear that budget play vital role in marketing process. It is highly
recommended including budget to ensure marketing process smoothly completed, Unilever need

to have budget to ensure their new product become success in the market. Budget allow company
to cover important area of the marketing. However. Other area and element does matter when it
comes to marketing, company need to have effective and most relevant keywords.
Offline and online marketing:
Instagram: This is one of the best online marketing platform allow company to target almost
every segmentation, Instagram have power to influence audience through marketing process.
Company need to have best marketing campaign to manage their marketing on Instagram and
enjoy continuous growth.
Print media: Poster, Template and other means of print media will allow company to promote
their product and service and help company to ensure continuous growth and stability. However,
online media is much more stable and powerful platform for marketing allowing firm to become
effective in the marketing process, print media is effective tool.
CONCLUSION
From the above report, it can be concluded that marketing plays an essential role in the
overall success of an organization in the market. The current report includes a marketing plans
that presents how luxurious product range can be introduced in the market by the Unilever Plc. in
the market. The current study also discusses about the marketing mix of the company and how it
has been found useful for the company in increasing the customer engagement, improving the
brand positioning and help the company in improving their revenue and profit margin. Also, the
present report states the overview of the how the marketing department can be used by an
enterprise along with other department in the enterprise for the purpose of achieving the
organizational goals.

REFERENCES
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from the implementation of a port energy management system: A SWOT/PESTLE
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