Strategic Marketing Plan: Unilever's New Breakfast Cereal in UK

This report provides a detailed analysis of Unilever's marketing plan for launching a new breakfast cereal product. It begins by examining the marketing environment and planning process, highlighting the importance of market orientation and conducting a PESTEL analysis of the United Kingdom. The report then delves into market segmentation for both B2C and B2B markets, explaining the differences in segmentation strategies. A thorough marketing mix analysis, focusing on the 7Ps (Product, Price, Place, Promotion, People, Process, and Physical Evidence), is conducted to evaluate the potential effectiveness of Unilever's marketing strategies. The report emphasizes the need for Unilever to consider factors such as political stability, economic conditions, social trends, technological advancements, environmental concerns, and legal requirements to ensure a successful product launch in the competitive cereal market, which includes established brands like Nestle and Kellogg's. The analysis also underscores the importance of aligning the marketing strategy with consumer preferences for healthy and environmentally friendly products. This solved assignment is available on Desklib, where students can find a wide range of study resources including past papers and assignments.

Business Management

Contents
INTRODUCTION.....................................................................................................................................3
Section 1 – Marketing Environment and Planning Process...................................................................3
Components of the marketing planning process linking this tothe marketing context for the new
breakfast cereal product. Role and importance of adopting a market orientation and its application to
the business.............................................................................................................................................3
PESTEL analysis of the United Kingdom and the competition in the market.........................................4
Marketing mix 7Ps and how the development of the extended marketing mix could contribute to
effective marketing planning for the new breakfast cereal product?........................................................6
Section 2 – Segmentation, Targeting & Positioning................................................................................6
How the market for the new breakfast cereal product could be segmented for consumer (B2C)AND
business (B2B) markets- how does segmentation differ between these two groups?...............................6
Section 3 – Marketing Mix Analysis.........................................................................................................7
CONCLUSION........................................................................................................................................10
REFERENCES........................................................................................................................................12

INTRODUCTION
Marketing can be referred to as the activities that an organization takes in order to
market, promote, brand as well as sell their products or service to the customers. Marketing is an
important aspect for an organization because it allows the business to maintain long-lasting as
well as effective relationships with the customers(Bratianu, Stanescu and Mocanu, 2021). The
marketing function plays an important role in the promotion of a business and its mission. There
are different benefits of marketing such as it helps in strengthening the brand image, improves
the overall creativity as well as culture of the company. Organization chosen for this report is
Unilever, which is a British multinational consumer goods organization that is headquartered in
London, United Kingdom. The company was founded in the year 1929 and is one of the leading
manufacturers of food products in the country. The company is planning to launch a new
breakfast cereal product. The respective report will explain the different components of the
marketing planning process as well as the PESTEL analysis for a country.
Section 1 – Marketing Environment and Planning Process
Components of the marketing planning process linking this tothe marketing context for the new
breakfast cereal product. Role and importance of adopting a market orientation and its
application to the business
The marketing planning process can be defined as a systematic approach to achieve
marketing goals(Dvorsky and et. al, 2021). The marketing planning process helps organizations
in planning the different marketing processes and predict the outcome of a marketing campaign
as well as learn more about the customer base. In order to develop an effective marketing plan,
The different components of the marketing planning process are explained below –
Setting marketing goals –This is one of the most important components of the
marketing planning process. it is important to set realistic as well as measurable goals. This is
important because it helps in planning the different activities so that they are aligned with the
goals as well as objectives. Unilever should first set marketing goals for marketing that breakfast
cereal product to the customers.

Conduct a market research –A market research is also one of the important
components that can help the organization in developing an effective understanding of the
customers’ preferences as well as buying behavior in an effective manner.
Marketing Audit –A marketing audit can be defined as a review of all the different
marketing activities in order to analyze if they were successful. It can be said that a marketing
audit should be conducted during the marketing planning process because it will help in
analyzing the different marketing activities.
Role and Importance of adopting a market orientation
Market orientation plays an important role in helping a business conduct its business
operations in an effective manner. This is because market orientation increases overall customer
satisfaction as well as loyalty(Forliano, De Bernardiand Yahiaoui, 2021). Brand loyalty further
creates a customer base that is loyal to the brand. Since, Unilever is a well-known brand, it is
important for it to conduct market orientation so that the company will be able to view the
customers with their individual differences as to what do they need and want. Apart from this, a
market orientation also helps the organization in avoiding strategic mistakes as well as gain a
competitive advantage over competitors. The strategy for the new breakfast cereal product
should be focused on the buying behavior as well as other traits of the consumers. This will help
the company in reaching out to a greater number of customers as well as addressing their needs
in an effective manner.
PESTEL analysis of the United Kingdom and the competition in the market
PESTEL analysis can be defined as a strategic framework that is used by organizations as
well as businesses in order to identify as well as analyze the impact of different macro
environmental factors on the overall business operations of the company(Mio, Panfilo and
Blundo, 2020). A PESTEL analysis is important and can help the business in identifying the
significant changes in the political, economic, social factors. Not only this, it also helps in the
strategic planning as well as decision-making in an effective manner. The environmental analysis
of the United Kingdom with the help of PESTEL analysis is explained below –
Political Factors –The United Kingdom is a politically stable country but Brexit has
created some uncertainties. There is low corruption and also, the government policies of the

country are effective. It can be said that political stability is one of the strengths of the country
and also, the UK maintains good relations with other countries. Thus, the respective company
will be able to launch the new breakfast cereal products in an effective manner.
Economic Factors – There can also be various economic factors can affect the overall
business operations of the firm(Tutygin, Chizhova and Regeta, 2020). Inflation rates, income
taxes, GDP are some examples of the various economic factors that can have an impact on the
overall operations of the firm to a great extent.
Social Factors – It is important for the firm to take into account the various social factors
such as age, gender, education as well as income level while developing and introducing the new
product in the market. this is because it will help the company in serving the needs of the
customers in an effective manner.
Technological Factors – Advancements in technology has transformed the way in which
companies conduct their business operations. Packaging of the product can be made more
innovative as well as creative with the effective use of latest technology. But competition from
different existing brands can have an impact on the overall sales as well as profitability of the
firm.
Environmental Factors – People are now inclined towards buying different products
that are environmentally safe and hence, the respective company will develop an ecofriendly
packaging of the product that will help it to reduce any negative impact on the environment.
Legal Factors –There are various legislations as well as laws that any organization
operating in a country. In contrast to Unilever, globalization is one of the main drivers that has
led to an increase in the sales(Wickam, Finleyand Saeger, 2020). Also, not complying with the
different legal factors can lead the company to deal with various challenges.
Thus, it can be said that increasing competition in the cereal industry can cause some
uncertainties in for the respective company, Unilever during the launch of its new breakfast
cereal product. The current cereal market within the United Kingdom has various existing brands
such as Nestle, Kellog’s etc. that currently have a strong hold in the market. This is also because
customers now prefer buying products that are made from natural ingredients and whose

packaging is also not harmful for the environment. Also, there has been an increase in the overall
demand for healthy products has also increased over the last few years.
Marketing mix 7Ps and how the development of the extended marketing mix could contribute to
effective marketing planning for the new breakfast cereal product?
Marketing mix can be defined as the sett of actions that a company uses in order to
promote its brand as well as product in the market. It can be said that marketing mix is an
important component for an organization that helps in planning a successful product offering to
the customers(Zin and Ibrahim, 2020). The marketing mix comprises of 7Ps, namely, product,
price, place, promotion, physical evidence, process as well as people. Marketing mix is helpful
for organizations during the process of strategy formulation as well as decision-making. The
place component of the marketing mix helps in developing an understanding about the point of
sale that Unilever can take into account in order to sell its products to the customers. In context
to the new breakfast cereal, the company will sell its products through retail stores as well as
online website. Similarly, the various other components of the marketing mix will help the
marketers of Unilever to choose the best marketing strategy as well as attract a greater number of
customers.
Section 2 – Segmentation, Targeting & Positioning
How the market for the new breakfast cereal product could be segmented for consumer
(B2C)AND business (B2B) markets- how does segmentation differ between these two groups?
STP or segmentation, targeting as well as positioning can be defined as a marketing
approach that helps organizations to classify the market into various segments and thus, selecting
the most desirable segment. This can help the company to generate high revenues as well as an
increase in the overall profits. The STP for the breakfast cereal is as follows -
Segmentation – The segmentation of the breakfast cereal can be done of various factors
such as demographics, geographical area as well as distribution channels. The respective
company can segment the market such as business to customers as well as business to
business(Zin and Ibrahim, 2020). Within B2C, the company will be required to segment its
customers based on their gender, age as well as income level. Whereas for B2B, the company
will segment based on the behavior of businesses as well as retailers.

Targeting –This is also an important aspect for the respective company and it can target
the businesses as well as customers. The company can target customers who are looking for
healthier eating options in the market.
Positioning – This can be describe as the practice of organization to position its products
and service in market area. It is crucial for Unilever company to position its products effectively
with the motive of attracting and influencing large number of customers towards business
(Lahtinen, Dietrich and Rundle-Thiele, 2020). Unilever company is offering breakfast cereal for
its company in order to meet with the different needs of customers. It is crucial for respective
company to develop positive image of its products in customer mind so that they purchase
products and services offered by organization. This will lead to have direct impact over
performance and profitability of business. Unilever company is positioning its breakfast cereal
products as high quality products which is significant for increasing health of individuals. It is
important for respective company to promote its products as healthy for customers in order to
increase performance and productivity of organization.
Section 3 – Marketing Mix Analysis
Marketing mix is consider as effective and efficient tool that is consider by organization in order
to analysis different factors and aspects of business that lead to have direct impact over business
performance. It is essential for Unilever organization to consider marketing mix analysis tool in
order to evaluate 7 P’s of marketing such as product, place, price, promotion, people, process and
physical evidence. It is crucial for organization to analyze and evaluate marketing mix elements
as it assist in taking right and accurate decision which leads to growth and development of
business. Marketing mix is consider as the different actions or tactics which is consider by
organization to successfully promote products in market area as well as attract large number of
customers (Lim, 2021). Marketing mix includes 7 P’s such as products, price, place, promotion,
process, people and physical evidence. All of these are mention below in context of breakfast
cereals of Unilever company.
 Product – This is refer as the good which is developed by organization in order to full fill
needs and requirements of customers. It is crucial for company to create right and
accurate products which is as per the need of customer as well as lead to increase
revenues. Unilever company is providing different types of products and services to its

customers. This includes foods, refreshment, home care and personal care products. This
organization is introduced new breakfast cereal products. This is significant product in
order to gain competitive edge over other rival companies. The new launched breakfast
cereal products are developed with high quality ingredients that is effective for providing
healthy breakfast to customers (Ndofirepi, Farinloye and Mogaji, 2020). This products
includes various health benefits for consumer. Unilever organization has developed this
products by identifying the needs of customers as well as evaluating different factors in
order to create health breakfast cereal.
 Price – This can be describe as the value charged by organization for providing its high
quality products and services to customers. It is essential that Unilever company is
developing pricing strategy by analyzing and evaluating different aspects of business.
There are various kinds of pricing strategy such as market oriented pricing strategy,
premium pricing strategy, product bundle pricing strategy and so on. Unilever
organization is considering market oriented pricing strategy. This is one of the effective
way to set right and accurate price for offering high quality breakfast cereals to
customers. By considering market oriented pricing strategy respective organization needs
to determine different aspects of consumer goods market factor. This organization is
analyzing and evaluating different elements of market area such as customer demand,
competitors price, cost of production and so on. By determining these elements Unilever
company has set is price or value for offering health breakfast cereal products.
 Place – Place is refer as the area in which organization is providing its products and
services in market area. It is essential for Unilever company to analyze right place for
providing products and services to customers in order to attract large number of
customers. Distribution of products and services is one of the most crucial part of
business (HR and Aithal, 2020). This will lead to have major impact on overall sales and
profitability of business. It is essential that respective organization is placing its products
in right manner so that large number of people or customers can purchase the products
and services offered. Unilever company is offering its breakfast cereal products through
retailers and online stores. This is one of the effective placing strategy as this will support
in attracting and influence large number of customers. Retailers are the primary place of
distribution for different products of Unilever company. There are different retail and

online stores in which breakfast cereal product of respective company is available in
order to provide ease to customers for purchasing this product.
 Promotion – This is one of the crucial part of marketing and it will lead to have major
impact on overall functioning and performance of business. It is essential for origination
to successfully and effectively promote its products in order to attract large number of
customers towards business. Promotion can be describe as the activities of business that
is useful for providing information to customers about different products and services of
business (Kwok, Tang and Yu, 2020). It is essential that Unilever company is
considering different and effective promotional activities so that large number of
customers can gain information about the products or services offered by organization.
This consist of advertising, sales promotion, public relations, personal selling and direct
marketing. In order to promote new launched breakfast cereal products respective
company is considering both traditional as well as modern promotional techniques. These
are significant in order to attract and influence large number of customers as well as
increasing sales of business (Budiyono, Muliasari and Putri, 2021). In traditional
promotional practices, Unilever company is promoting its breakfast cereal products
through new advertisement, T.V, posters and so on. For considering modern promotional
activities respective organization can use social media or digital media platforms. There
are different social and digital marketing media platforms which could be used by
organization in order to providing information to customers in creative and innovative
manner.
 Process – Process can be describe as the procedure which is consider by organization in
order to successfully conduct its practices as well as performing organizational task.
Unilever company process includes manufacturing of breakfast cereal products by
considering high quality ingredients and raw materials. In this organization is producing
cereal products as well as conducting marketing activities in order to providing
information about the quality of new launched cereal products. The process of respective
company includes placing or distributing products to different retail shops so that
customers can purchase it (Budiyono, Muliasari and Putri, 2021). Unilever company
process consist of taking feedbacks for customers in order to identify their views.

 People – This can be describe as the individual or employees who are working in
respective organization to increase its performance and capabilities. It is essential that
Unilever company have right and accurate people who are able to perform business
practices in significant manner with the motive of accomplishing desired goals (Bradford
and Boyd, 2020). Respective company is hiring people who have right skill set to conduct
activities of business as well as accomplishing desired goals.
 Physical evidence – This element of marketing mix includes different aspects of business
which is significant for attracting customers as well as retaining them with respective
organization (Khan and et.al., 2020). Unilever company have strong brand image which
can be consider as the crucial physical evidence that will lead to have major impact over
attracting and influence customers. High brand image lead to gain trust of customers on
the products and services offered b organization.
CONCLUSION
From the above report it can be concluded that marketing is one of the essential function of
business which will lead to have major impact over business and its performance. It is essential
that organization is conducting marketing activities in effective manner with the motive of
attracting large number of customers towards business. There are different factors of business
environment which will lead to have significant influence over business practices and planning
process. PESTEL is consider as effective tool that support in identifying different factors of
macro environment. This assist in effective decision making and creating right strategies for
growth and development of business. It has been analyzed that marketing mix includes 7 P’s
which will lead to have major impact on effective marketing planning for business products. It
has been analyzed that segmentation, targeting and positioning is crucial aspects of business
which assist in taking right and accurate decision for business. Segementation helps in
classifying large market area into smaller parts and targeting assist in identifying right and
potential customers for business. Positioning is important for developing positive image of
company and its products in market area.

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