The Role of Marketing and Marketing Plan

This document discusses the role and responsibilities of the marketing function in Unilever, including understanding customer demand, product improvement, promotions, and pricing strategies. It also explores the interrelationship between marketing and other departments, such as finance, research and development, and human resources. Additionally, it compares the marketing mix of Unilever and Proctor & Gamble, focusing on promotions, pricing, place, people, process, products, and physical evidence. Overall, this guide provides insights into Unilever's marketing strategies and how they operate in the market.

PART 1: THE ROLE OF
MARKETING PART 2:
MARKETING PLAN

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
Role and responsibilities of marketing function..........................................................................3
In context to marketing in organization of the roles and responsibilities....................................5
Comparison of marketing mix.....................................................................................................6
Marketing plan.............................................................................................................................9
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
The activities which are influencing the services and products of the business are
included in marketing of the company. Marketing is important for businesses because they help
the company be able to gain profit margins and right marketing is present which is good for the
functioning of the business. Marketing is not just good for increasing the sales and profits but
helps the company to be able to have higher competitive advantage in the market. Unilever is
having its headquarters in London, United Kingdom and was established in 1929. The net
income of the company as of 2019 was £6.026 billion which is a great factor for the
organization. The report consists of roles and responsibilities of the marketing function,
interrelationship between each department and the business plan of the company in order to be
able to gain a competitive advantage which is going to make the organization be able to operate
effectively and efficiently in the market.
Role and responsibilities of marketing function
There is a standard role and responsibilities of the market function and depending on the
reputation of the organization the company take right measures as well for the function. The
following report is going to discuss the roles and responsibilities of the marketing functioning of
Unilever.
Roles
The demand and opinions of the customers has to be understood by the organization so
that there is going to be higher sales. Using the right and good strategies and techniques is going
to be very useful for the company to be able to understand the customers and satisfaction of the
customers is also very important in Unilever so that the company can function effectively. There
has to be effective research and development team which is required in organization so that there
is going to be effective improvement which would be present in the company (Malhotra, 2018).
The designs and products have to be improved according to the customers which is why Unilever
takes feedbacks from the employees and the customers so that there is going to be effective
improvement which the company can make reflecting on the brand image and reputation in the

market. The company has invested a lot on the promotions of the products and services of the
company so that there is a strong base which the organization can have for them. Unilever is
pricing their products according to the customers making more customers get attracted in the
organization so that there are going to be more sales. Company has also started online services
which are providing the customers with more satisfaction which is good for a long run. The
revenue which was generated by Unilever as of 2019 was £51.980 million because of the strong
portfolio which the company has been able to develop for themselves in the market over years.
The company is trying to get a large market share for themselves which is going to make the
market share and sales of the company increase so that the organization can develop and operate
effectively in the market. There has to be good distribution of roles in marketing department
since that is responsible for the sales of the company which is going to have a huge impact on the
profitability in the company. Sense of direction has to be strong in this field of the company
which is going to make the company be able to operate effectively in the market.
Responsibilities
The company has to hire the right research team so that there is going to be higher
understanding of the customers so that the operations can be accordingly. There are going to be
higher decision making and strengths and weaknesses of the company will be able to be worked
upon which is important for the company (Šedík and et.al., 2018). There has to be good
transparency which has to be present for the customers which is the work of marketing team and
there are a lot of exhibitions and events which are held by the marketing function of Unilever so
that they can gain the trust and loyalty of the customers. According to the targets and goals the
company is going to use the effective strategy for being able to achieve these factors. The
marketing department uses different strategies so that they can operate effectively in the market.
The demand and needs of the customers need to be matched on time which can be done with the
help of communication. There is a proper distribution of work as well which is going to be
present in the company with this factor. Listening to the customers and taking feedback is very
important for this department so that there is going to be higher innovation and ideas can be
developed around this factor which is going to make the sales of the company increase.
In context of marketing environment the roles and responsibilities

To make the company have a stable functioning, standards and reputation in the market
there is a lot of investment on the marketing functioning and roles and responsibilities of them in
the company. To get competitive advantage there has to be effective and efficient working which
needs to be present so that there are going to be higher sales and revenue generation.
In context to marketing in organization of the roles and responsibilities
It is important for the organization to make right decisions for the company so that there
is going to be better impact on the customers. Interrelationship between departments is very
important so that the company will be able to operate effectively and efficiently so that the
company can experience higher which is going to be discussed in the further report.
 Finance and marketing
For all the functions of marketing it is very important for the marketing department to have a
good communication and understanding with the finance department which is going to help the
company be able to operate effectively. There is a budget which is set by the finance department
for the marketing department which is going to make the organization be able to promote and
place their products effectively in the market (Brychkov and Domegan, 2017). Decisions of
marketing depend on the finance department and new ideas can also generate if there is good
discussion between the departments which is going to be beneficial for Unilever as well. Finance
is a very strong department which is going to make sure that there is good use of the investment
which is being done in Unilever from time to time.
 Marketing and research and development
Marketing department has a direct communication and interaction with the customers present
in the market which is why the company can easily understand the expectations. This
information can be passed on to the research and development department of the company in
order to be able to operate effectively. There are right decisions and improvement which is
required because the needs are changing of the customers and Unilever must follow them in
order to maintain the competitive advantage in the market.
 Human resource and marketing

It is important for the right hiring to take place in Unilever so that the organization will be
able to have higher performance and this is possible with the help of Unilever because they
market the company and get right candidates (Lu, Poon and Weng, 2018). There is going to be
strong communication as well in the organization making the organization be able to operate
effectively. Human resource is a bridge between the employees and management therefore they
have to be present in the decision making of all the departments so that they can fill in the gaps
which can rise in the company.
Interrelationship’s significance
Strong interrelationship is very important between all the departments which are going to
make the marketing functioning even more effective. The communication in the company is
going to be higher which is going to help the company be able to have higher productivity and
operations making the customers are highly satisfied in the company (Nuseira and Aljumahb,
2020).
Negative aspect of interrelationship
There has to be clarity of working which needs to be present so that the demands of the
customers can be matched which is going to make the organization have higher performance in
the market. All the departments are interdependent on one another which are going to make the
company have higher operations. The objectives and goals of the company will not get achieved
if interrelationship is going to be weak.
Comparison of marketing mix
To be able to develop effective strategies in the market which is going to help the
company be able to match the customer segmentation, marketing mix process is being used.
Marketing mix helps the organization to be able to understand the customers and also be able to
achieve the objectives and goals of the company which is important. The businesses in the
market need to understand both internal and external factors so that there is going to be effective
and efficient working which is going to be present (Kotoua and Ilkan, 2017). The following
report is going to discuss the marketing mix of Unilever and P&G in order to be able to operate

effectively in the market so that there are effective adoption of methods and techniques which
the company can use in order to be able to maintain the brand value and image in the market.
Marketing 7P’s Unilever Proctor & Gamble
Promotions The administration of company has
taken the right measures to be able to
operate effectively in the market.
There are modern strategies and
platforms like online which are being
used by Unilever to reach out to the
customers. The company has models
and VIPs as their promoters for the
products and services which is having
a huge influence on the purchases of
the customers (Amoako and et.al.,
2020).
Promotional strategies being used
by P&G are not as strong as
Unilever. The company is using
traditional methods to reach out to
the customers and because of the
brand value which the company
has got for themselves is being
used for a better functioning in
the market.
Price The organization is using penetration
strategy to be able to make the
organization not just have a
competitive advantage but also have
higher sales in the market. The
organization has been able to expand
themselves further which is a great
factor (Medina, Coelho and Bellido-
Pérez, 2017). Currency exchange is
also making the pricing of Unilever
be affected but because of the
experience the organization has made
the right decisions for having better
functioning. The products and
services are also invested for
improved by Unilever from time to
P&G is focused on high quality
products and mid-range services
for the customers. The strategies
which are being used by P&G are
effectively and have helped the
company be able to gain the trust
and loyalty of the customers as
well. The pricing of the products
of the organization is according to
the competitors present in the
market so that the company can
gain benefit.

time.
Place The company has collaborated with
Amazon, EBay, etc so that the
company can have higher sales and
that is going to be good for the
economic factor of the company.
There is direct distribution which
is present in P&G for the
customers to be able to reach out
to the company and is good for
the competitive advantage as well
as the brand reputation in the
market.
People There is right hiring of workforce
which is present in Unilever which is
helping in getting in the changes
which are coming in the market from
time to time which is a great factor.
The objectives and transparency is
also higher in Unilever which making
the clients expectations be matched
and that is good for the organization
for a longer run in this competitive
market.
The planning for performance
needs to be present so that the
employees are going to make the
productivity so that there is going
to be higher reputation in the
market which is going to be
present (Mghebrishvili, 2018).
Process The company is having strong
network in market which is why the
company has gathered a competitive
advantage as well as recognition in
the market so quickly. The company
is serving their products and services
online as well as offline which is
making the customers be able to
reach out to the company easily and
effectively.
To match the needs and demands
of the customers the organization
is trying to have good delivery
system. There is a lot of
technological factors which are
important in the company and
have been added so that the
satisfaction level of the customers
and loyalty of them in the
company can be improved and
make the organization be able to
have higher reputation and

competitive advantage.
Products Unilever is dealing in products like
soft drinks, sweets, baby food, etc
which is known for the largest
manufacturer in the world for soaps
as well (Kayabasi and Mtetwa, 2016).
The company is good delivery of
their products as well making the
company gain a competitive
advantage which is a great factor for
the standards and portfolio of the
company.
The company is dealing in
products like Tide, Ariel, Camay,
etc which has helped the company
be able to expand and gain the
competitive advantage in the
market. There are is a good brand
value for these products in the
market which is fulfilling the
basic needs of the customers.
Physical evidence Unilever is present online and offline
so that the satisfaction level so that
trends and changes which are coming
in the market. There are attractive
and smart products which the
company is having in the market and
the design of the exteriors of the
company is also well maintained so
that the organization will be able to
operate effectively.
P&G has also gotten online
recently which is going to help
the company be able to reach out
to the customers and also have
better understanding of the
customers which is good for the
sales. The productivity of the
company is also going to increase
and operate effectively in the
market.
Conclusion
There are a lot of differences in the working of the two companies since they have
different strategies, objectives and working which is present in the market for their reputation.
The company will have to make sure that there is good functioning which is being present in the
organization which is a very important factor. P&G does not focus on online platforms but
Unilever is very must focused, pricing strategies are very different while Unilever used
penetration in the market and P&G uses quality pricing for their products, etc therefore all the
companies have their unique methods to make the business function effectively in the market.

Marketing plan
Executive summary
There is a new product which the organization is planning to develop so that the business
will be able to gain a competitive advantage in the market. Due to the experience and knowledge
of the market the organization will be able to take this risk which is a great factor for the
company to have.
Objectives To increase the market share of Unilever by 50% till the end of year 2025.
 To enhance consumer experience by 40% in upcoming 10 months.
 To increase sales of new product of Unilever by 45% till the end of year 2023.
 To increase the profitability by 45% till the end of year 2024.
PESTLE
 Political Factors
Unilever is having stability in the political power which is present in United Kingdom which is
making the organization be able to operate effectively. There are a lot of trade’s policies as well
which changed after Brexit but Unilever used the right measures and decisions at that time which
has made the company have a stable functioning (Stephens, 2016). There are right employees
and treatment of them in the company as well making the organization is able to operate
efficiently in the market for a long run.
 Economic Factors
The GDP and the unemployment rate in United Kingdom is improving which can be a great
advantage for the organization as well since they would be able to price their products
accordingly. The comfort and quality of the products in Unilever is focused upon and that makes
the satisfaction level of the customers be higher in the organization which is a great factor for the
sales.
 Social Factors
The expectations of the customers is changing therefore the trends and expectations of the
customers has to be matched from time to time and taken care of so that there is going to be
higher performance (Man, 2020). The beliefs and values of the company have to be respected
when the products are being designed or redesigned so that there is going to be effective

functioning which is going to be present.
 Technological Factors
In order to make Unilever be able to maintain their standards and reputations in the market
the organization has adapted to a lot of technological factors. The demands of the customers are
being matched from time to time and also the errors are lesser in the company. The pressure on
the employees is lesser making the productivity also be maintained and loyalty of the customers
is also present.
 Legal Factors
It is important for the company to give value to the policies and laws for the employees and
customers of the organization globally so that the standards of the company are going to be
higher in the market (Caliskan, 2019). The working environment is going to be healthier if the
employees are provided with the right wages and values which the company can have for te
standards and reputations.
 Environmental Factors
The company’s portfolio has to be maintained by the company therefore Unilever is using
effective measures. Government has put out a lot of environmental policies which the company
is adapting and zero carbon footprints measure has already been working upon by the company.
The disposal of wastage and other factors of the organization is also being controlled so that the
company will be able to operate effectively.
Segmentation, targeting and positioning Segmentation
According to demographic and psycho graphic the company has taken a lot of measures to
satisfy the customers with the new products. The gender is being focused upon and the age factor
as well so that the new product will be able to take the right place in the market which is going to
be beneficial for the organization as well.
 Targeting
It is because of the quality and a service of Unilever which has improved over years is going
to make the organization be able to target the right audience for the new market as well. Sport
wears clothing for women which is focused on the comfort level and adding value for the
customers of the organization which is making the company have higher profit margins.
 Positioning

The product is for the middle class and upper class female so that they can have a better
experience in this field of choice as well which is going to be a competitive advantage for the
company. Females want a lot of comfort with the products and that is being focused upon by
Unilever which is a great factor for the company making the customers loyal and trustworthy in
the organization for a stable economic factor.
SWOT
 Strengths
It has been 91 years which is that Unilever was operating in the market since 1929 which is
making the company gain a lot of knowledge and experience in the market. There are a lot of
changes and platforms which the company has been using in order to be able to gain the right
brand value and image in the market for better functioning.
 Weaknesses
The employees are not being focused upon and a lot of pressure is still present on the employees
making the productivity get affected which is going to make the changes come in the
organization slowly and that is not good for the reputation. Unilever is dependent on the
retailer’s making the organization have limitations and that is a great drawback which the
organization is having (Chernev, 2018).
 Opportunities
Methods and techniques of Unilever will have to change with time so that the company will
be able to perform effectively and efficiently in the market. Loyalty and trust of the customers is
a great factor making the company be able to take up a lot of risks in the organization for getting
in new products in the market.
 Threats
The competition in the market has increased and that is not a good factor for the profitability
of the company. There company has lost a lot of market share to Tesco, P&G, Sainsbury, etc
which are developing themselves in this market.
Budget
Particulars Amount
Direct Materials £650.00
Labour £350.00

Production £100.00
Marketing and advertising £350.00
Other costs £700.00
Total £3,500.00
Investment Technique
The company is going to opt for venture capital to be able to get in the right investment
for the changes which are coming in the market making the company have higher profitability.
Since the competition in the market is increasing it is important for the company to make such
decisions and with experience the executives of the company are going to use this technique
effectively which is safe and secure for the company.
Customer survey
The customers of Unilever want new products and improvement in the existing products
as well which is going to be a great factor for the company to be able to operate effectively in the
market. Organization will have to make sure that there is going to be higher functioning and
performance which is going to be present when the demands and needs of the customers is being
fulfilled from time to time.
Monitoring and evaluation
The changes are going to make the operations have better reputation and value in the market but
the company will have to focus on the workforce as well. They are the backbones of the
organization therefore they have to be trained and developed effective so that the company can
match the standards (Li, 2018). There is a use of 360 degree evaluation and benchmarking which
can be used by the organization to be able to perform effectively and efficiently in the market.
CONCLUSION
From the above report it can be concluded that the businesses in the market must use the
right measures and techniques in order to be able to achieve their goals and targets which is
going to impact on the brand value and reputation. There is a rise in competition which is present
in the market which needs to be well maintained in the company so that the organization will be
able to operate and function effectively. The companies in the market have experience and

performance level of their own so that the company will have to maintain which is going to
impact on the economic factor as well which would make the risks and other factors of the
company be controlled. Effective planning and decisions making in the company is going to help
in higher clarity and functioning which is going to be present and make the organization be able
to gain a better competitive advantage for a long run.

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