Marketing Planning Process for Unilever's New Breakfast Cereal Product

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