Sales and Marketing.

SALES AND MARKETING

Table of Contents
SALES AND MARKETING..........................................................................................................1
INTRODUCTION...........................................................................................................................3
TASK 1...........................................................................................................................................3
Determine role of technologies in improving relationship marketing and analyse customer
data improve customer expectations through online means.......................................................3
TASK 2...........................................................................................................................................6
Determine segmentation strategies used by Unilever and impact of these strategies on
targetting and positioning ..........................................................................................................6
TASK 3...........................................................................................................................................9
Identify a potential new target group for your chosen organisation and make suggestion to
cater to their specific needs and requirements ...........................................................................9
TASK 4 ........................................................................................................................................11
Determine marketing strategies that Unilever needs to implement in order to meet customer
satisfaction ...............................................................................................................................11
CONCLUSION ............................................................................................................................14
REFERENCES .............................................................................................................................15

INTRODUCTION
Sales and marketing are crucial functions for any business. Sales generates revenue to the
business. Whereas marketing helps in boosting the sales of the organisation. Marketing are the
activities which helps in engaging with the target customers and make profitable relationship.
The primary objective for any business is to achieve sales margin of an organisation. For sales of
products and services a business needs to promote tits gods and services to the target customers.
Marketing involves in different marketing strategies in order build effective marketing
campaign. Unilever is British multinational organisation based out of UK, producing consumer
durable products like edible items, beauty products, pharmaceutical products, personal care
items, home cleaning equipments and so on. It captures a large share of consumer market,
rendering its services worldwide (Ancillai and et.al., 2019). This report covers role of
relationship marketing for managing customer expectations, concept of target, segmentation and
positioning, identify different ways to expand customer base, reconsiderations for marketing
strategy that accomplish customer needs and wants.
TASK 1
Determine role of technologies in improving relationship marketing and analyse customer data
improve customer expectations through online means
Marketing is a process which helps in building profitable customer relationship, it engages
with the final customer and conveys the marketing message of the business to the final
customers. Unilever uses different promotional tools to advertise its goods and services to the
target customers. Relationship marketing involves different marketing strategies to build
profitable relationship with the target customers. It involves different functions like segmenting,
targeting and positioning (Arnett, Wittmann, and Hansen, 2021). Where, segmentation involves
dividing people with similar needs and traits, targeting involves formulating plans and policies
for developing market offering and positioning includes different marketing strategies to attract
consumer. For attracting consumer, different marketing strategies are used to influence final
prospects through internet platforms. Engaging to customer via online platforms helps to
communicate to large segment of customers with limited time and efforts. Promoting goods and
services by directly visiting to the customer involves huge amount of time and efforts, thus,
Unilever uses different marketing channels to promote its good and services via different online

platforms which covers large market segment conveniently. Different online platforms used by
Unilever are discussed below:
DIGITAL MEDIA MARKETING
Digital media marketing is marketing tool to promote and advertise its good and services to
the target customer via online platforms or internet. In modern technological era, where large
section of the world population is involved in internet platforms. Digital media marketing is an
emerging and growing platform to connect people from different locations in the world.
Unilever is an online site for connecting and engaging target customers (Claro and Ramos,
2018). It serves through their online website where the customers can directly contact the
organisation. The online website of Unilever renders complete information about the company
from taking measures about the carbon footprints to save social cost, career and growth
opportunities and customers can even contact company from the online website where customers
can give feedback or take any cause related concerns to the organisation. Some of these digital
media marketing used by Unilever to promote its goods and services to the target consumer are
discussed under as:
 Search engine optimisation (SEO): It is a marketing tool to promote its goods and
services to target customers. When customer search for related products in search engine
like Google or any other, it customises searches related to the products and services of
the company. Unilever spends millions to ensure company name is prioritised at the top
in the search result. Unilever coordinates with search engine organisation. It depends on
organizational expenditure to for prioritising search results while searched by the
customers.
 Email marketing: Email marketing is a marketing tool for promoting the goods and
services to specific customer segment. Unilever sends specific emails to customers. So
that customers are aware about the company latest products and services, about the
purchase related information to the customers and customer can also revert feedback for
post purchase experience. It helps in build interpersonal relationship with each target
customers(Dent and White, 2018).
 Social media marketing: Social media marketing is an online platforms which helps in
connecting large number of the world population with just an click. Unilever uses social
media platforms like Facebook, Instagram, Twitter, LinkedIn to connect customers in