Strategic Marketing for Fairy Detergent: Situational Analysis, USP, and Marketing Strategies

This report provides a situational analysis of Fairy detergent, including PESTLE and SWOT analysis. It also discusses the unique selling proposition and current marketing strategies. The report further explores marketing segmentation, targeting, and positioning (STP) for Fairy, along with objectives and recommendations.

STRETEGIC MARKETING

EXECUTIVE SUMMARY
The marketing strategies are the elements that are being used to develop the marketing process of
any company. In this report the situation analysis is being done by Fairy detergent with PESTLE
analysis and SWOT analysis. The unique selling proposition is being shown for the company the
marketing done by different strategies to promote in the market. The STP is being prepared to
gain competitive benefits.

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Situational analysis .....................................................................................................................3
Competitive advantages (USP)....................................................................................................6
Current marketing strategy..........................................................................................................6
PART 2............................................................................................................................................8
Marketing segmentation targeting and positioning (STP)...........................................................8
Objectives....................................................................................................................................9
Marketing mix with recommendation of strategies.....................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES................................................................................................................................1

INTRODUCTION
The strategic management is a process through which any organization differentiate itself
from its competitors by focusing on the strength to provide better value to the potential
customers (Li, Larimo and Leonidou, 2021). This strategies are made to develop a positive
differentiation from its respective competitor in the market through customers' perspective. Fairy
is British brand that offer washing -up liquids in the form of washing powder, kitchen soap
(Samiee and Chirapanda, 2019). This is long-lasting brand that is also used as laundry detergent.
This report will evaluate the situational analysis to inspect the internal and external environment
factors. The evaluation of various threats of COVID-19 and Brexit with SWOT analysis. The
USP has been shown to get competitive benefits and also determine the present marketing
strategy and also provide recommendation for Fairy. Further it will show the market STP and
recommand objectives that can help to expand the company.
PART 1
Situational analysis
This approach help to evaluate the intrinsic and extrinsic conditions which may affect the Fairy.
This analysis is done before introducing any innovation or any modification, with the help of this
company can provide knowledge to identify the challenges and different opportunities related to
the organization. The situation analysis help to get understanding of environment where this plan
is delivered. In the analysis the issue is being identified than gather the data for the same and
then separate certainties with uncertainties and further develop scenario for the same.
PESTLE
This is a tool that assist to identify the macro elements that are faced by Fairy (Duggan and et.
al., 2020). This analysis is being used by majority of companies to inspect the external forces
influence the functioning of the Fairy.
Political factors: the retail industry is basically impacted by the government decisions on regular
basis. The government of Britain have change the market place very much as Britain is being
eliminated from the European market. The customers and the place of performing the different

functions of company has been changed. Previously UK is following the rules and policies made
by EU government. The government had made different policies that has to be followed by Fairy
for smooth flow of information and functions (Thomas And et. al., 2021). The taxation policies
are also changed after the Brexit situation in the economy of Britain.
Economic factors: This factor of economy influence the business because when Britain faces
high inflation than people can not able to buy the high price products. The inflation rate
expansion will affect the profitability of the company direct. The interest rate that is continuing
in the economy also impact the company as the Fairy will have to pay higher interest rate. The
UK is having foreign exchange comparatively high so it is influencing the Fairy from extrinsic
side. After the pandemic situation the people of economy face different issue the company have
reduced their customer base and profitability. The COVID-19 has also affected the job many
people have loss their jobs and their disposal income is also reduced after this pandemic
situation.
Social factor: The social environment also affects the function of Fairy detergent from outside
the business as customers are likely to change their preference accordingly to the trends. The
company have to change the products as per the need and want of the customers. If Fairy not
able to change as per the trendy than it will not sustain in the market of long.
Technological factor: Fairy have to adopt the technologies according to the need to get the
competitive advantages. The market is regularly changing so the technologies so Fairy also have
to change its production and marketing techniques to compete more effective in the market. The
market is now using digitalization so Fairy also have to sale their product online to continue with
the trendy technology.
Legal factors: Fairy have to understand the legal laws as without following the laws set by
government. If the legislation being changes the company also have to transform as per the
change. The Fairy have to undertake the employment and customers laws to retain them within
the company for long-time.
Environment factor: The environment where Fairy is operating its business activities also
impact on company performance. When Fairy have to follow Corporate social responsibilities to
grow more quickly in the international market.

SWOT analysis
Basically Swot stands for Strength, Weakness, Opportunities and threats that help to analysis this
four aspect of Fairy (Pesce and et. al., 2018). As there are different issues that Fairy is having
while operating in the international market. The Brexit and COVID-19 has influenced the
company from inside out.
Strength: As the company is offering premium quality of detergent and washing products that
are with unique selling price.
Fairy is having strong distribution chain in the Britain that lead to higher company profitability
and strong customer base.
Company offer different variety of products that influence the customers to buy the products and
loyal with the brand. The Fairy is having its individual portfolio which uses to bring different
variety of products in the market.
Weakness: After the pandemic situation the company have increase their price of the product to
sustain in the market.
The products of Fairy containing less bio-degradable that is affect the profitability and revenue
of company.
Fairy is not distributing its products in rural areas so this leads to low penetration.
Opportunities
As the people of Britain are having comparatively higher disposable income so fairy can easily
grab more people of UK.
The market of Detergent is also growing in past few year so it is big option for the company to
launch new product and promote in a way to reach more and more customers.
As currently Fairy is not distributing its products in the rural area so by distributing its products
in rural area assist to expansion and more growth.
Threats
The competition is being high in the market as there are different companies who used to
produce detergent products in different forms (Wang and Wang, 2020). The competition also
puts price and reduce the share in the market.

Competitive advantages (USP)
The individual benefits of the company is known as selling proposition, this is basically
the classification that a company select to determine with (Jiang and et. al., 2018). The unique
selling proposition assist to develop a strong image in the mind of its customers. A good USP
help company to gain competitive advantages in the market because they are focused on a
particular benefit.
Fairy is detergent brand and comes with premium quality of powder and washing liquid
that is unique in the products of Fairy detergent company. With this strategy company is able to
sustain in the market for long period.
Current marketing strategy
Fairy is a washing powder company which is attracting its potential and new customers with
different strategies.
Social media marketing: this type of business to customer marketing focuses on providing very
accurate and relevant content which they find valuable and willing to share across the social
networks, which assist to increase the visibility (Mishra, Ewing and Pitt, 2020). The sharing of
content, videos as well as images uses to influence the search engine which uses to provide
relevancy in the social media. The social media sites are Facebook, twitter, you tube, Instagram
and many more are effective because its need low expense while generating the leads. With the
social media marketing Fairy can get additional market place capacity to gain.
Advantages
With the help of social media sites Fairy washing power can reach more customers. As many
people are using the social sites so it became an opportunity for the business who are interested
in the brand products and services. This type of marketing also help Fairy to post organic content
which lead to connect more valuable customers without any additional investment.
Disadvantages
when Fairy use this type of marketing strategy than they also get bad feedbacks regarding the
post and the product which is being promoted. The social media marketing also need lots of time
in the campaigns.

Point of purchase marketing (POP): This type of marketing is done when customer themselves
come in the shop to buy the products (Lopatin And et. al., 2019). The products are being display
so that they can see and buy if they are interested. The marketing in this is also done by talking
self to the customers and telling them the benefits of the products. This is good marketing
practise that help Fairy to sell its products.
Advantages
This marketing has right place to promote the goods and services to the potential customers.
The point of purchase is not a expensive way to promote the goods as like other promotional
activities.
Disadvantages
Those who will come in the store of Fairy they only covered by this marketing approach.
This marketing assist to display the products but the display not provide in depth induce to the
buyers.
The audience who visit the store are attracted with the display but it is not sure that they will
purchase the product or not.
Email marketing: This is also a better way to covert the audience into customers, the Fairy is
using this marketing strategy to make aware the audience about the new as well as existing
product. With the help of this marketing the selecting people are being targeted and it charge less
cost in comparison of others (Jarick and et. al., 2018).
Advantages
This marketing is cost effective as it is done with low budget and no additional fees is required in
this marketing practise.
Email can consist of flexible content in it that can be a text, graphics or any file attach that
provide relevant information for the product and brand.
Disadvantages
The email which are commercial can consider a spam and customer may get irritated by this kind
of marketing.

Another demerit of email marketing is that the file should be small and compact so that audience
can easily download it, as if the file and content is more than it may irritate the customer and lose
their interest.
PART 2
Marketing segmentation targeting and positioning (STP)
This model of marketing uses to inspect the products and services and the manner to
communicate their advantages to the customers section. As the marketing should be personalized
to gain more benefits in the marketplace (Cheng, Qi and Liu, 2018).
Segmentation: This process refers to the process of dividing the customers into small group or
teams which are based on particular characteristics. This assist to communicate the product with
its specification to the potential targeted customers. The fairy is also using segmentation
approach to reach its customers. Segmentation is done on the basis of demographics in which
company will identify who will be the customer of the company. Fairy is producing washing
product so these products is basically purchased by women with the age group of 25 to 50. The
psychographic is also kind of segmentation which show to key point to buy the product and fairy
is having its high value that assist the customers to buy its products. Behaviour towards the Fairy
to be loyal and the channel preferred which is easy to compare. Lifestyle traits also being
involved in these hobbies, non-work task, the entertainment preference.
Targeting: When the organization has segmented groups than the targeting is being performed.
The evaluation of particular market and planning of the advertisement that used in segment
appeal. The Fairy is targeting is based on demographically and behaviour. The customers from
all the locations are targeted, mostly women of age group from 25 to 50 are targeted by the
company. Fairy is also targeted customer with online shopping habits in all the websites so that
they can grab majority of customers. The company is using different approaches to attract the
customers, and they are using social media platforms, email marketing and displaying the
product in the stores so that audience get attracted towards the brand and willing to buy the
product. Fairy is also using tracking of the activities on website so that it can be easy to interact
with them. While tracking the use of website it is also being monitored that how much time users
are staying within the website (Yaqoob And et. al., 2017). The targeting of Fairy check the want
and desire of buyer is trying to meet with the help of the offered product by company. The

targeting of Fairy is also using the traditional approach by advertising with print and other social
media sources. The behaviour target is being focussed on the concept of optimizing the online
ads. Basically there are three types of consideration in this differentiates, undifferentiated and the
niche marketing approaches.
Positioning: This is the last stage of STP analysis which show how the customer uses to look the
product and services in the competitive market and related competitive advantages in the
marketplace. Basically there are three type in the positioning process to place the company in
positive side than its competitors in the market. The functional, experiential and symbolic
positioning. The functional positioning focused on the Fairies products and its services that are
offered to the customer to fulfil their individual needs and wants. The another is symbolic
positioning to satisfy by the customers self- esteem, ego satisfactions. Experiential positioning is
based on the characteristics of Fairy which are challenging the sensory as well as emotional
connectivity of customers with the brand.
Objectives
Specific: To expand the distribution channel process by providing the products in wider area of
UK.
Measurable: To enhance the sales of detergent products with 30%
Achievable: To ensure that Fairy is having adequate amount of resource and efficiently staff to
perform the task.
Realistic: To continue with the current trends in the market and launch products as per needs of
potential customers.
Time- related: To increase the profitability and expand the brand by the end of December 2021.
Marketing mix with recommendation of strategies
The marketing mix are collective areas of focus in the marketing plan of an organization. This
inspection also assist to make strategic decisions more effective. This totally depended on the
industry and the target of marketing plan (Do and Vu, 2020).
Product: Fairy detergent is offering washing power and other liquid washing products. The
Fairy the dishwashing liquid, soaps and detergent that help to wash the dish. Fairy products are
high form combination of lower surface tension that create less irritation on hands. The products

are good in its quality in respect to its competitors. The liquid is also made with those ingredients
which are not cause any kind of reactions on the hand. To compete in the international market
they are regularly diversified their products range so that customer get attracted towards the
brand and become loyal with the brand.
Based on the existing product marketing mix Fairy detergent can develop its product
more efficient by launching new product as per the trends and preference of the customer in the
detergent industry. As potential and new customer get bored with the same variety of products so
company should launch those products which are modern and easy to use. The products can be
contained fragrance that will attract more customers.
Price: The Fairy detergent is offering washing dash products which are comparatively had
higher level of price that help Fairy to differentiate its product with its competitor goods. The
quality that products have been comparatively high, so they have set their price accordingly with
this. Fairy is having cost- plus that is done by increasing the product price for a particular time
period to get maximum profit (Saidani, and Sudiarditha, 2019).
According to the previous price strategies Fairy can modify its price strategy by changing
its strategy to penetration approach to attract the potential as well as new customer in the
marketplace. Penetration strategy will let the price low for the initial time by which its can reach
to wider range of market. As there are different competitors for fairy so if they don't use this
approach then customers will more to its competitor brand and this will reduce the profitability
of the company.
Placement: The company is using urban areas to sale its products as these areas have wider
customers. Fairy is using physical stores as well as online so that customers not face any
difficulty to purchase the products. The products of Fairy are not available in every store of the
market they are basically available in the selected stores as this are high quality washing product
so all the shops not uses to keep these products.
As per the existing place to distribute the products of Fairy, they should distribute their
products in rural areas too. The fairy can maximize its profitability with the expanding its supply
chain in the market where customer are willing to buy the product. Fairy can enhance grow in the
market by expanding its business and supply adequate amount of products in the rural areas.

Promotion: when Fairy is using the marketing approach is itself called promotional mix of
marketing. The Fairy is using social media marketing in which they are posting different post
related to their products and services. They are using sales promotion to promote their brand and
products more efficiently. Fairy is also doing email marketing to aware its potential and new
customers regarding the new and existing products.
Based on the existing promotional mix of the Fairy, company can do its marketing
activity with the help of enhancing the public relation. With the help of this Fairy detergent can
interact with more customers of the market which ultimately lead to enhancement of profit and
revenue of the company (Khan, 2014). Now people are attract with the digital promote so Fairy
should research the market and do the marketing accordingly with that. The company should find
out that promotion that will assist to communicate the customer with the best possible manner.
People: Fairy is having efficient employees to perform its function of production, marketing and
other as well. If the company not have capable people in the company than there is no use of
creative brand and forward-looking product as well as marketing presence. The customers can
not able to resolve their issues if the employees of Fairy are not effective. The company is
organizing regular training for its potential employees which are performing their work towards
objectives of Fairy detergent.
Based on the people mix of the Fairy its has been recommended that people of the
company can more effective when qualified and high skilled employees are being recruited.
When employees are qualified according to the requirement of the task of the Fairy. People are
more motivated in the company when they will assign the work as per their qualification and
skills.
Processes: The company used multiple functions to distribute its products to the final customers.
As they have marketing department that will inspect the market to know about the employees
and preference of their need and desire. Further they produce the product accordingly with the
market inspection and then products are been tested to check the quality (Pomering, 2017). Then
marketing department promote the goods with different strategies and approaches so that

customer being aware about the product that has been introduced by the company in the
international market.
As per the marketing mix of processes company can improve its processes mix with
improving its marketing practise through effective promotion activities are being performed by
Fairy detergent. They can develop a department where the company will perform production
more effectively.
Physical evidence: This mix of marketing refers to the environment that customer is
experiencing while visiting the store. The Fairy detergent has displayed different product in their
stores, basically they have normal and product related design in the stores (Nuraini and
Kurnianingsih, 2021). The lighting in the stores are bright which assist to show the product same
as they are reality. They have used furniture to place their stores products.
To improve the physical evidence they should create their stores and products more
attractive. They can used different lighting in the stores and also can improve the labelling with
more attracting designs and images over the products. They can also provide the parking slot to
the customers who are coming to the stores to buy the products.
CONCLUSION
This report concludes that strategies marketing is a tool or method to plan the marketing
of Fairy detergent in a way that maximum people get attracted towards the brand. The situational
analysis assist to know about the internal and external focuses that are influencing the Fairy from
different sides. As the Fairy business is being affected by Brexit and COVID-19 situations. Fairy
is offering quality products that is being unique in its products. Company is using social media
marketing, email marketing and on purchase marketing to reach its potential customers as well as
new customers. Further more the Fairy segmentation, targetting and positioning that company
have explained as company is targetting the demographically and behavioural is being preferred
by the company.

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