Digital Marketing Strategy for Unilever: A SOSTAC Framework Analysis

Digital Marketing
Project

EXECUTIVE SUMMARY
Digital marketing strategy refers to a collection of different planned actions that helps
company to performed their business in online platforms in order to meet their specific
organisational goals more effectively. This makes company to analyse the most suitable and
profitable online channels that helps in increasing the revenue of the company as well as improve
relationship with their customers. For the following report, chosen company is Unilever for
which digital marketing strategy is developed by analysing their situation, objectives, tactics,
actions, and controls.
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Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
PART 1............................................................................................................................................3
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Critically assessing the company's current online presence (situational analysis) with the help
of SOSTAC Framework.........................................................................................................3
Developing a digital marketing strategy for the company which includes objectives, tactics,
actions and controls................................................................................................................5
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
PART 2 .........................................................................................................................................12
INTRODUCTION.........................................................................................................................12
MAIN BODY.................................................................................................................................12
Marketing Plan.....................................................................................................................12
Content Calender..................................................................................................................13
Discussion of SEO and keyword techniques........................................................................13
Data Analysis and discussion in relation to marketing plan and activities carried out........15
Reflection.............................................................................................................................16
Personal Blog........................................................................................................................17
CONCLUSION..............................................................................................................................24
REFERENCES..............................................................................................................................25
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PART 1
INTRODUCTION
Digital marketing strategy refers to a method that makes company to make their focus on
using digital technologies in order to market their products or services in all over the world.
Different types of digital campaign are present that help company to market their products and
services worldwide effectively (Peter and Dalla Vecchia, 2021)
. In the following report, selected company is Unilever which is an international company of UK
and provides consumer goods to their potential customers worldwide. The founders of the
company are Lever Brothers and Margarine Unie and founded on 2 September 1929 and its
headquarters is in London, England. The report describes the SOSTAC framework for analysing
company's current online presence. It further analyses the digital marketing strategy for the
company which includes its objectives, tactics, actions and controls.
MAIN BODY
Critically assessing the company's current online presence (situational analysis) with the help of
SOSTAC Framework
Summary-
SOSTAC Framework refers to the marketing model that help company to create an easy
that helps in creating an easy way for setting clear and concise goals in order to market their
products and services in digital platform effectively. Unilever is one of the largest company of
UK which operates their business in almost 190 countries and owns around 400 brands in all
over the world. Its products are divided into three categories that are Home care, food and
refreshment as well as personal care (Napolitano, 2021). The consumer goods of Unilever are
used by the consumer in their daily lives. The company provides diversified range of the
products that help company and it was also a biggest spender on media and marketing in all over
the world. The changing in digital technology does not affects Unilever because it is succeeding
in making their customer engaged with their social media platforms. Situational analyses refer to
the first step of SOSTAC framework that described the current position of the company. Its
situational analysis is described with the help of SWOT analysis:
Strengths
 Around in 190 countries Unilever
Weaknesses
 The products of the company are
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operates its business that makes
company to attract more and more
consumers with their global presence.
 Unilever place its image in top of the
mind of their customers that makes
customers to prefer them first.
 The company has deep brand portfolio
along with heterogeneous consumer
goods range (Kitchin and Bustard,
2017).
 The price of their products are flexible
in nature which match the willingness
of their potential customers in order to
meet it.
imitable in nature which affects its
continuous operations.
 Because of limited diversification in
their business its product mix is poor.
 Easy availability of substitutes as well
as low switching prices affects
company are one of the most effective
weakness of the company that affects
its operations.
 The company is huge depend on
customers which also affects them to
make competitive position in the
market.
Opportunities
 In increase of development in the
economy which helps in increasing the
living standard of the people which also
creates opportunity for the Unilever in
order to enhance its sales.
 By the growing of health conscious
products in the market creates
opportunities for the company to attract
more and more customers for their
healthy products.
 Development of digital technology and
social media campaign creates
opportunities for the company to
enhance their market growth more
effectively.
Threats
 The business of Unilever highly
depends on retailers and they are
making their own private label brands
which creates biggest threats for the
company (Bustard and Kitchin, 2021).
 It strongest competitors in the market
makes difficult for the Unilever to
sustain in the market because they are
focus on making continuous launch of
new products along with competitive
prices.
 Most challenging threats for the
company is product imitation because
affects company in order to maintain
their competitive position in the market.
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 The millennial generation are
increasing rapidly which also creates
opportunity for the company to make
their faster growth and higher profit.
 Increasing in the popularity of
Ayurveda products in all over the world
creates threats for the company to
engaged customers for long time in the
company.
Developing a digital marketing strategy for the company which includes objectives, tactics,
actions and controls.
In order to create digital marketing strategy for the company, it is important for its
management to analyse their objectives, tactics, actions and controls in order to achieve their
goals in effective manner (Chaffey and Smith, 2017). Objective describes what company want to
be in tits future whereas tactics describes the things which is needed to achieve their goals,
actions describes certain steps in order to achieve their objectives as well as control describes
how a company measure their performance in order to achieve their goals. In respect of Unilever,
for developing its digital marketing strategy for its more variety of organic products, its
objectives, tactics, actions and controls are described below:
Objectives:
The objectives of Unilever for making its digital marketing strategy are:
 To increase its market, share by 5% in next 12 Months.
 To earn maximum 50% of profit in upcoming 7 months.
 To increase the sales with 50% in next 15 Months.
Segmentation, Targeting and Positioning
The Unilever want introduce new products in market in order to achieve their objectives
as well as develop their digital marketing strategy more effective (Brands, 2017). The company
makes different varieties of organic products for their customers in order to attract more health
conscious customers for their products in all over the world. In order to analyse the target
customers for Unilever's more variety of organic products, STP analysis used which analyse its
segmentation, targeting and positioning are described below:
Segmentation- It divides the customers in different group or segments on the basis of
their common traits and interest. The segment for its more variety of organic products is the
combination of geographic and psycho-graphic segmentation where the company is focus on
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providing various organic products that match the interest or taste of the person in different
countries.
Targeting- This makes company to find the most effective and profitable target
customers from their selected segments. The most profitable target customers for the different
variety of organic products of Unilever in more health conscious people in different countries.
This will help in developing the market strategy for attracting the target customers for their
different varieties of organic products.
Positioning- This makes company to do something different from their competitors in
order to make their products and service in an effective position in the market (Sharma and
Bumb, 2021). The Unilever is focus on position itself in the market by providing healthy and
organic products to their target customers. Digital marketing strategy help them to make
effective position in the market.
Tactics-
In order to analyse the tactics for more varieties of organic products of Unilever, marketing mix
is used in order to help them to market their products more effectively in all over the world.
Marketing Mix-
It refers to a marketing tools that help company to market their products more effectively
in the market in order to attract more and more customers towards it. It describes 7Ps that help
company to market their products in more efficient manner.
 Product- It refers to the offerings that a company want to sell their potential customers in
order to earn more and more profit (Smith and Zook, 2019). In case of Unilever, in order
to make digital marketing strategy for their products are different variety of Organic
products such as shampoo, drinks, etc.
 Price- The price refers to the cost that a company want to charge in the exchange of their
products from their target customers. As the products of Unilever are consumer goods
and want to provide the more variety in organic products, this makes company to charge
reasonable price from their customers in order to attract as well as engage them
effectively.
 Place- This refers to the area where a company want to market their products as well as
attract more and more customers. As the Unilever has presence in 190 countries in all
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