Promotion of Business: Strategies for Digital Marketing

This document discusses the significance of promotion in business and the strategies for digital marketing. It includes a case study of Unilever and their approach to digital marketing. The document also covers the digital infrastructure and e-environment factors that impact business promotion. It concludes with the formulation of strategies for digital marketing.

PROMOTE BUSINESS

Table of Contents
INTRODUCTION...........................................................................................................................2
PROJECT OVERVIEW..................................................................................................................2
Introduction of company..............................................................................................................2
Outline of the problem.................................................................................................................3
Overview......................................................................................................................................3
Justification..................................................................................................................................3
Digital Infrastructure...................................................................................................................4
E-Environment:............................................................................................................................5
FORMULATE STRATTEGIES.....................................................................................................7
Digital market strategy................................................................................................................7
E-procurement management........................................................................................................9
IMPLEMENTATION PLAN........................................................................................................10
Project Method...........................................................................................................................10
Activity plan..............................................................................................................................11
Monitoring and Control.............................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Promotion of the business acts as the significant element in putting the benefits of the
product and the services to the customers. Well designed promotional strategies and the
marketing ensure long run success, bring in more and more customers and also ensure the
profitability for the businesses. It is very critical for an entity as with help of it, the company
could be able to attract large customers in buying their products and the services. Business
organization use different promotional strategies for the purpose of promoting their brand in
association with their services and the products as t helps the firm in accomplishing their
objectives the goals effectively. The present report is based on Unilever, a multinational and
largest consumer goods firm which provides for fast moving consumer items. Furthermore, the
study involves formulation of several strategies like business and the corporate strategies that
helps them in undertaking several activities so that it could satisfy the wants and needs of target
market in an efficient way. Moreover, in this study various opportunities are also been identified
within the market and in accordance to it, an organization formulate plans with helps of which
they could grab new opportunities. For promoting the business several marketing plans are been
designed within which various activities are been identified that in turn helps in accomplishing
goals.
PROJECT OVERVIEW
Introduction of company
Unilever is the leading multinational corporation selling consumer goods involving foods,
cleaning agents, personal care and beverage products. It is dual listed firms that consist of
Unilever NV in the Rotterdam & Unilever Plc in the London. The categories of its product
include dressings, ice-cream, beverages, savory, home care, personal care and the beverages.
The main brands of the company involve Axe & Lynx, Dove, Blue Band, Flora and Becel, Lux,
Sunsilk and Lipton. It operates its business within three main regions that are Africa, Asia,
Eastern and the central Europe, Western and Americas Europe (Murphy and Murphy, 2018). The
product areas of the company include Foods, Personal care, Home care and the refreshments.
The food product of the company include sauces, soups, mayonnaise, snacks, spreads and the
cooking products like liquid margarines. Moreover, its refreshment products involves tea-based

beverages, ice-cream, weight managing goods and nutritionally enhanced type of staples sold in
the developing markets. The home care goods of Unilever includes powders, liquids, laundry
tablets, soap bars, different cleaning product. Unilever was been introduced by Antonius
Johannes Jurgens, Willian Hulme and Samuel van den Bergh dated on 1st January, 1930 &
headquartered in the London, United Kingdom.
Outline of the problem
With growing competition level within the market and the changing needs of customers, it has
become very crucial for the company to determine or indentify several means so that it could
attain competitive edge. With larger availability of the substitutes, customer loyalty towards a
brand could diminish and for dealing with it, Unilever determined the need for launching
marketing campaigns as it would help the firm in creating more and more awareness among
customers effectively.
Overview
In order to deal with the identified problems managers of the company decided for developing
business plan for the purpose of developing digital campaign to promote its services and
products. With respect to this report e-marketing plan would developed that will include problem
which the company is facing, a digital infrastructure that will be required by an enterprise in
executing plan along with an assessment of e-environment of an entity (Jurietti, Mandelli and
Fudurić, 2017). Apart from it several strategies would be framed like CRM strategy, digital
marketing strategy, management of supply chain. Moreover, the study also includes an
implementation plan that suggests the techniques of monitoring, evaluating & implementing
performance of project.
Justification
In this section, significance of preparing this project by the firm will be analyzed as digital
infrastructure used by an entity would be assessed in addition to various set of the objectives that
the company aims in achieving with regards to this proposal in consideration with analysis of
digital or online market place.

Digital Infrastructure
It is represented as the physical assets needed for operating the technologies like digital
communication, data storage and computing. In this infrastructure means as primary importance
within the operation of the company that could be range from the modest to the planetary. Digital
infrastructure used by the company involves several elements like cloud services, visualization
of network, hyper scale kind of data centers etc (Preist, Schien and Blevis, 2016). It is important
for Unilever for adopting combination of the digital infrastructure in improving their services. As
market size of the firm is larger so they need to make use of different tools that are as follows-
Cloud Computing- It is reflected as delivery of the different services by way of internet. These
resources involve applications and the tools such as servers, data storage, networking, software
and the databases. It is considered as the most popular option for the businesses as it helps in
saving cost, increasing productivity, efficiency and the speed, security and the performance.
Unilever can use cloud computing for storing its data and describing data centers present on
internet. By this Unilever can operate its business flexibly as it would allow the firm with better
space. It would help the company in recovery of the backup solution that could be costlier and
time consuming.
Web services- Unilever should make use of several web services like SaaS, IaaS and PaaS. SaaS
software would be helping the company in managing its data efficiently with the use of digital
model that in turn would help them in running the business process and activities through the use
of Web based applications (Shenglin and et.al., 2017). IaaS would help the firm in supporting
their ultimate users through the use of hardware that comprises of network & servers. However,
PaaS helps in using software services for developing applications.
Augmented reality- It is seen as an emerging concept and will assist Unilever in reaching their
target through which they could improve experiences of their customers. It would offer more and
more information to the customers regarding the products offered by it. It helps Unilever in easy
visualization which makes possible personalization of an offering. This results to better
interactivity that facilitates customer retention with an entity for longer duration.

E-Environment:
It is concerned with the use of information and communication technology to develop an
instrument for environment and sustainable use of resources. E-environment involves the
capability to innovate and to achieve competitive advantage in a market place by monitoring
changes so that various alternative strategies can be evaluated, selected and reviewed to
candidate strategies. E-environment includes the visibility of several search engines and social
networking sites along with comparison and destination websites. It is imperative for Unbeliever
Company to understand the e-environment as it can help the organization in performing
marketing communication. There are two E-environment factors that can be used by Unilever
Company in order to provide services.
Macro Environment Factors: It means the factors that are concerned with the external business
environment rather than internal business environment. External environment includes all those
factors that are dynamic and cannot be controlled by the business. Some of these factors are:
International: International factors include all those elements that have a global impact which
means that any change in these factors affect the performance of companies operating in
international market. Some of these international factors are economic, legal and cultural factors.
The economic conditions have hugely impacted the performance of Unilever Company and also
affected its brand image which has further reduced the sales of its products and services.
Unilever’s main objective is to provide good quality products to people in order to improve their
health and provide them better standard of living (Mbithi, Muturi and Rambo,2017). The
company also gives importance to the culture of its target customers and tries to develop
products and services accordingly.
Country oriented: Unilever provides country specific products to its customers and also follow
all the legal obligations that are required by them. For example, the anti-discrimination law has a
strong impact on the products offered by company which means that the company has to follow
this law in order to ensure the smooth working of the business.
Technology: It is important for every business to use the latest and modern technology if they
wish to survive in the market. Unilever Company also upgraded its technology not only to
provide better quality products to its customers but also to reduce the cost of operations of the

business. Unilever also upgraded their network by providing online service to its customers
which helped the company in increasing its sales.
MICRO ENVIRONMENT FACTORS: It refers to the factors of E-environment are those
factors that Unilever must be taken into consideration so that the company can develop various
business strategies in order increase its sales and reduce the cost of operations effectively and
efficiently. These factors include suppliers, competitors, intermediaries and customers. The
organization has complete control on these factors and it can influence their working as well.
Suppliers: Suppliers are individuals that provide raw material to the company. It is very
important for Unilever to keep good relations with its suppliers so that they provide good quality
raw materials at low prices. In the context of E-environment, lower impact of suppliers can help
Unilever in adequately executing their operations.
Competitors: Competitors are the players that provide the similar products to the customers in
the market. Unilever has a lot of competitors therefore in order to achieve an edge over them the
company provides better quality products at affordable rates (Rizal, Suhadak and Kholid, 2017).
Unilever Company did its planning for digital marketing campaign and considered the low
switching cost of its customers and therefore the impact of competitors on E-environment of the
company is high.
Customers: Customer is the king of the market and have the maximum control on the working of
the company therefore it is imperative for the business to keep a close check on the taste and
preferences of the customers. The E-environment must also take into account the customer
choice and accordingly develop the suitable products and services.
By assessing the above factors, it can be stated that the Unilever Company offers great
importance to its customer’s choice and also maintains good relationship with suppliers which
helps them in manufacturing good quality products. The company must also consider the legal
implications, cultural factors and technological factors in order to become a market leader and
also to increase their customer base and to achieve the goals and objectives systematically.
SMART Objectives

The main objectives of launching the digital marketing campaign in market will help to
create awareness among the customers with regards to the offered services and products by the
company. Such that through this plan, Unilever also improve the market share up to 15% within
a 8 months so that it will grab attention of many customers towards it. This in turn helps to
develop better relations among customers and assist to sustain the brand image of the company
as well.
FORMULATE STRATTEGIES
In order to attain the objectives of a firm, Unilever has to comply with different strategies
so that it will help to determine the actions which in turn assist to deal with challenges and
manage their operations as well. Thus, there are different strategies which are adopted by the
company to attain the objectives which are as mention below:
Digital market strategy
It helps the company to use advance technique in order to promote their offered product
and services. Such that company uses different online marketing products which in turn assist to
meet the define aim such that social media in which Facebook and Twitter are consider some
most effective marketing promotion tools. So, digital marketing strategy incorporated with the
different performance of a business such that resource allocation in order to attain the define aim
and objectives, select the best market option for the company in order to develop marketing plan.
So, to determine the internal strength of the company, SWOT analysis is used which is a
strategic management tool which helps to examine the overall strength, weakness and
opportunities (Gürel and Tat, 2017). Thus, it is as mention below:
Strengths Weaknesses
 Unilever has a brand image at
international market such that it
operates at 30 more different countries.
 It also offer the range of products to the
customers by complying with the high
 The product of the company are
common and that is why, most of the
rival firm also make same product and
sell the same at low rate.
 The company has lesser diversification

quality. Also, it sell product at low and
reasonable rates which also support the
business to raise brand image.
 The company also has a strong
customer base which also reflects that
company have a strong financial
performance in market.
 Unilever also have a flexible pricing
strategy which help to meet the define
aim and objectives.
which means it did not provide
innovate products and sell the same in
new market which is consider as a
weakness.
Opportunities Threats
 Having a brand image and good
customer base, the company have an
opportunity to diversity its business
which in turn help to increase the
financial position (SWOT analysis of
Unilever,2019).
 Market development is also consider an
opportunity for the company because it
provide the wide variety of products
and services.
 High competition in the market is
consider one of the biggest threat for
Unilever.
 The changes in the political and
economic stability of the country can
also cause negative impact upon the
business.
There are various sets of digital marketing companies which in turn are considered to be useful
in effectively implementing the various set of strategies which has been carried out by the
Unilever Company.
Development of website: The Company must focus on listing out all the products and services
offered by the Unilever Company (Madan and Rahul, 2017).

Customer conversion: The management team of the company must in turn focus on engaging
with the online customers which in turn helps in the high degree of customer retention which
eventually leads to higher customer base.
Improving the marketing techniques: This helps in better delivery services and high degree of
acquisition of the customers.
There are various set of digital marketing concepts which is very useful in effectively
implementing the various appropriate strategies related with the Unilever Company.
Social media marketing campaign: This is considered to be as one of the most effective measure
which is very useful targeting large number of people with the help of Facebook, Twitter,
YouTube, Instagram, Pinterest, etc.
Maintaining online public relations: This is one of the most prominent measure which helps in
effectively communicating with the right potential customers with the help of internet.
Search engine optimization: This is an appropriate strategy which helps in targeting those
customers who wants to buy the particular set of products and services offered by the company.
It is very useful in improving the experience of the user.
E-procurement management
It is that strategy with the help of quoted company will get all the procurement activities
and also manage the entire system of the company in better manner. Thus, it is the system which
is used by most of the business to business, business to consumer and business to government for
the purchasing and selling purpose (Moreno and et.al., 2016). Thus, this method is also used by
Unilever in order to make sure that company sale the products at right time with right place and
best quality. So, that it will help to enhance the overall business performance of the company in
better manner. Using this method, the company have many advantages such that its suppliers
supplies the product and also identify who assist the company in order to place the right thing at
right time. Therefore, the e- procurement value chain also consist of indent management, e-
informing and e-tendering that helps to perform the entire work in better manner (Sánchez-
Rodríguez, Martínez-Lorente and Hemsworth, 2019). On the other side, it also have some drivers
which include control and with the help of this, company’s decentralization is determine and

also, company keep improving its budget which in turn assist to improve the overall financial
performance of the company. Thus, different e-procurement strategies are as mention below:
E- sourcing: Using this tool, Unilever may easily determine the new suppliers through
online and company also collect the relevant information which in turn assist to run the entire
operation in better manner.
E- tendering: Through this method, the company also, enhance the process of tendering
with regards to procurement methods for their specialized works, goods and some consulting
services (Vaidya and Campbell, 2016). Through this, company also sell the product at high value
and low volume. Under this, company also compare the best tender with different suppliers
quotation and this in turn assist to offer the best product and quality to specific suppliers.
Web based ERP: Through this strategy the company manage the entire procurement
process using online software so that the delivery of the product will be easy and they deliver the
product at low cost with perfect time.
IMPLEMENTATION PLAN
Project Method
It is the time to implement the plan in a market so that customer will also determine the offered
products and services by Unilever. That is why, various project methods are also needed to be
determine by project manager which in turn assist to implement the project in better manner by
meet the specific deadline as well. Project method is used because it provide the sequential and
systematic path through which entire planning can be executed (Bitzidis and et.al., 2020). On the
other side, this stage also assist Unilever to manage and control the actions so that better decision
will be taken. Thus, among all, Unilever can use Waterfall approach from project manager so
that it will help to implement the entire process in better manner. As this method is one of the
traditional method which is used by manufacturing companies because it took high time in order
to manage the entire process in better manner. On the other side, it also require resources at
different stage which are as mention below:

 Requirement: Under this stage, the project manager should completed all the resources
and documentation with regards to the plan and in the same time, project manager also
assign the roles and responsibilities to all the assign team members in order to complete
the project (Bresina, 2016). Further, in order to implementing the digital plan, they may
also use social media through which the blogs are prepared that helps to meet the plan in
effective time.
 Design and coding: Under this stage, the project manager designing the format of an
entire marketing campaign so that it will help to present the offerings to the customers
through social media post or blogs. On the other side, Unilever also uses influencers in
order to attract range of customers towards it and this in turn affect the overall project in
better manner.
 Implementation: Under this, the entire planning in executed such that the format of
blogs, social media content and online advertising. This is provided to all the customers
so that it will help to determine the progress of project (Riley, 2018).
 Testing: Under this, testing is perform, such that the social media advertisement and
blogs are tested. For that feedback strategy is used in which comment are taken from the
customers and according to that, the changes are made and project manager also make
sure that they provide all the necessary content or requirement to the customers so that it
will not affect the project in opposite manner.
 Operations: The last phase in which project is finally launched so that customers will
come to know about the company’s offerings and even after launching, the company also
make changes in order to meet the demand of customers.
Thus, it is analyzed that through this, the digital marketing plan is launched that helps to meet
the define aim and objective of the company and even in order to manage the changes, the
company has to take approval from the stakeholders and then perform the work accordingly.
Activity plan
Through this, the progress of work is determine such that activity plan help to determine
how much time is needed in order to meet the specific task. That is why, Gantt chart is used so
that entire activities are carried out in a project through specific time period, this will help to
determine how much time is require in order to meet the define aim and objectives. Also, the

goal of the activity planning is pinpointing activities required to attain deliverables. On the other
side, it is also help to examine the length of time for each and every activity with their starting ad
ending dates (He and et.al., 2019). Hence, the tool also assist in effective planning for Unilever
in order to make digital marketing campaign and this in turn assist to examine the overall time
for each activity. By performing gantt chart, project manager also determine the much time, they
have in order to launch new marketing campaign for the customers.
Monitoring and Control
After proper scheduling, the project manager has to keep monitoring and control the
results because it also assist to attain the desired results. it is so because proper monitoring and
controlling will help Unilever to manage the work accordingly so that it will promoted to a range
of customers (Barber and et.al., 2020). That is why, tracking assist the company to attain high
level of competitiveness in market and that is why, some of the tools are also used by the
company for examining its overall performance. These tools are as mention below:
Key performance Indicators: it is also known as KPI which also determine the
effectiveness of the company’s performance. Such that company may use online software and for
that it must have specialized and efficient technical staffs who use right content strategies in
order to manage the work accordingly. Such that Unilever main aim is to attain 15% of market
share within 8 months and that is why, it has to retain the customer for that it has to determine

how much customer are retain which helps to determine whether the digital marketing campaign
is successful or not (Ma, Dong and Peng, 2020). Also, it may use profit margin as a key
performance indicator that also shows the profit earn by the company during these specific time.
Hence, to track the effectiveness of project, company uses this method so that it will help to
accomplish the define aim and objectives in better manner.
Benchmarking- this is a tool which includes comparison of the performance of the
company with that of the other competitors (Becher, Beck and Strufe, 2019). This is very helpful
for Unilever in addressing the fact that what is the competitive position of the company in the
competitive market. Also, this is very helpful for the company in assessing the fact that how
much the company is lacking in the performance and profitability of the company as compared
to the other competitors.
Consumer feedback- this is also an important tool for monitoring the performance of the
company in this highly competitive world. Under this method Unilever takes the feedback of the
consumer after they used the product and services of the company (Mkrttchian and et.al. 2019).
This is very helpful for the company as this brings out the fact that what the company desires and
how the company can improve it.
CONCLUSION
In the end it is concluded that the business need to plan in effective and efficient manner and this
is very necessary for the success of the company. Also, for planning to operate and run the
business there are many different steps to be taken by the business. For this there are many steps
to be undertaken by the business like developing marketing strategy, procurement strategy and
many other different strategies.

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