Marketing Communication Plan for Unilever's New Health Care Products

This report discusses the marketing communication plan for Unilever's new health care products, including internal and external audits, campaign proposal, target audience, marketing strategy, communication mix tools, and campaign management proposal.

Individual Marketing
Communications

Contents
INTRODUCTION...........................................................................................................................2
TASK...............................................................................................................................................2
Internal audit:...............................................................................................................................2
External audit:..............................................................................................................................2
Campaign proposal and associated charity partner:....................................................................4
Target audience:...........................................................................................................................5
Marketing strategy:......................................................................................................................5
Marketing communication mix tools and media:........................................................................5
Campaign management proposal:................................................................................................6
Reflection on viability of the marketing plan:.............................................................................6
CONCLUSION................................................................................................................................7

INTRODUCTION
Marketing is known as the process that is used in increasing demand for various goods and
services that are offered by an entity. On the other hand, a marketing communication plan is
made for development of a strategy or policy that is used for promoting these products and
services with the main aim of targeting customer audience in a market (Adeola and Olaniyi,
2022). It is also a layout made as a set of actions in which there are business objectives that are
listed that are needed to be accomplished by the business organization. Marketing
communication strategy is known as the strategy that is followed by entity for meeting all of
their marketing goals and objectives, that are already predetermined. In this report, there is a
marketing plan made for the Unilever company’s new product launching. Unilever is present in
London and it was founded in 1929. In this report, it is discussed that Unilever is taking the
initiative of launching new product in the market, that is health care products.
TASK
Marketing audit is the process of evaluating of various marketing activities, theories, policies and
strategies that are adopted by an organisation. It also includes all pre described targets that has to
overcome by business organisation along with coordinating to all specified marketing activities.
There are various elements included in it like market positioning, opportunities as well as threats
and many others (Brezak, Vlastelica and Kostić, 2019). As for marketing audit of Unilever, both
internal and external audit is necessary and their factors. The internal and external audit is
explained below in context to Unilever.
Internal audit:
Purpose: The purpose of this marketing plan is to take a new initiative by Unilever
Mission: the mission of the new launching of this initiative is to provide and grow with health
care products along with more market capturing.
Target audience: the target audience of this new launching of health care products is the people
of fifty and plus age people and other people that are needing the health products.
External audit:
SWOT Analysis:

Strength:
 Unilever dominates various social media platform.
 Every month, there are billions of people who use Unilever products from online
shopping platforms such as Amazon and others.
Weakness:
 Unilever is facing issues from private concerns.
 Negative campaigning is damaging its image.
Opportunities:
 Creating and taking a new initiative to launch new health care products in its market.
 It is also seeing that online shopping is creating great opportunities by spreading more
and more supplies.
 Increasing various marketing and advertising probabilities with the use various digital
platforms for shopping of various products that it offers.
Threats:
 Enhancement of the online shopping rivalries.
 Uncertainty and dishonesty amongst investor loyalty.
PESTLE Analysis:
Political Factors: The legal guidelines and regulations that are present there in UK have an
effect on clients and activities as these consists of protective measures, confidentiality issues,
security and hurdles that are there in United Kingdom (Chakraborty and Jain, 2022). The CEO of
Unilever will see that it connects with nations policies for protecting and offering its clients from
personal information.
Economic Factors: these variables include inflationary pressures and policies of the economy.
As a result, the head of Unilever will belong and focus on to more than one approaches more
than investigation of market by being attentive in developing the economic system for the
company that maximises financial growth.
Social Factors: Social factors are there for particular user, including perspectives towards
lifestyles, status and society as these have effect at management of Unilever. For this CEO, of
Unilever has positioned emphasis on the overall performance with imparting higher products in
market.

Technological Factors: Technological plays an important role in the online shopping platform
for market with safety issues as well as due to technology position there is massive demand of
their products.
Legal Factors: Legal issues include numerous patent legal guidelines and regulations that are
there in market and have effect at the unilever’s networking marketplaces.
Environmental Factors: Different problems and issues that are linked to environment, waste
disposal and climatic unpredictability play role as they have an effect on unilever (Chan, 2020).
The management of unilever has strategies made for minimising all other wastes.
Nature and objectives of marketing communication plan:
Marketing communication plan is defined as the strategy that is used by business to spread
awareness regarding organisational products and services to its customers and influence them to
purchase these products and services (Shashkova, 2018). As Unilever brings healthcare products
in market so it becomes important for business to implement effective marketing communication
plan to attract more customers towards organisation.
Marketing communication plan helps business to attract and influence customers towards
organisational products and services that enhances business sales and profits. Marketing
communication plan is relevant, relatable, emotive and memorable that enables business to create
awareness of its products in specific market place.
Objective of marketing communication plan: Unilever objective of conducting marketing
communication plan is to create and sustain demand for specific product and service in market
place that help business to gain competitive advantages over other competitors. It helps in
making awareness in market and maintain organisational reach to wide customers.
Campaign proposal and associated charity partner:
Campaign proposal is defined as the marketing strategy that help business to gain opportunity of
attracting new customers, making awareness of organisational projects and earning funds. It
included various statements, facts as well as analysis (Iqbal, 2021). It includes series of
operations that need to be undertake by business to attain set actions on time with greater
efficiency and effectiveness in its decisions and actions made for the market. The associated
charity partner related and connected with Unilever are Fare Share, Community Shop as well as
InKind Direct and others. These are there present for supporting various vulnerable people of the
societies. These people are especially those who need support and guidance in the hospitality

sector and also other local authorities. It helps the people all across the world with its products
and services on a regular basis in their needed time being.
Target audience:
As in order to have and target a large customer market audience, Unilever needs to manage its
operations and functions on a great level. The target audience of Unilever will be its old and
existing people from the market along with gaining more of people who need health care
products from the market (Jovanovic, 2019). It will provide health care products on its online
and social media platforms for more capturing. The target audience mainly will the people who
are of fifty years and plus age of fifty. However, through targeting various stakeholders, this will
help it in enhancing and maintaining their communication level on a great extent and will
support its new initiative in strengthening interpersonal relationship with its customers and target
audience.
Marketing strategy:
Marketing strategy is defined as the overall business plan to reach prospective consumers and
turning them into customers of their products and services. It contains organisational value
propositions, data related to target customers, key brand message and other elements. Unilever
uses various marketing strategies for the purpose of enhancing organisational sales. Social media
marketing strategy, marketing communication strategy and digital marketing strategy are used by
Unilever organisation with the objective of promoting its healthcare products and services in
targeted market place (Masbullah and Bahri, 2022). Implementation of these marketing strategy
helps business to attain higher market share and customer base that lead business towards growth
and development. In current business environment, marketing strategy helps business to improve
overall organisational performance.
Marketing communication mix tools and media:
In order to promote the marketing campaign organised by Unilever for its new initiative, it will
be carried out with various mediums of communication. Unilever will use traditional and modern
communication tools for interacting with their target audience and for meeting the desired

marketing objectives (Mensah, Madichie, Mensah and Awini, 2022). Some of the
communication media tools that will be used by Unilever are discussed below-
 Face to face communication- It will help Unilever in promoting its new initiative with
its direct customers in the market.
 Social media- With the help of various social media platforms, Unilever will focus on
promotion and appreciation on the performance of these social media platforms that are
great in boosting morale as for enhancing its performance.
 Website- By promoting the new initiative through own website of Unilever, it will be
helpful for it in catching attention of greater number of audience.
 Media and Advertising - With the help of media, the launching of new product with the
help of communication and promotional platforms, will result in easy promotion of their
new health care products.
Campaign management proposal:
The campaign management proposal of Unilever will be the proposal of the new initiative taken
for target audience of fifty plus aged people. The new initiative taken is related with the
introduction of various health care products for the people of the existing and old customers in
the market. There also lies the motive to achieve and gain new customers and a new area of the
market of UK. The campaign strategy adopted will be that the use of more and more online and
offline advertising and promoting activities and operations (NEZAMOVA and OLENTSOVA,
2021). Various social media platforms will also be used by Unilever for the more sales and
profits in the market.
Reflection on viability of the marketing plan:
It can be seen that effectiveness of this above mentioned marketing plan can be measured by me
by evaluating and following certain tasks along with regular monitoring of operations. Regular
monitoring is necessary for checking of all strategies by me and our team. There should be
development of a contingency plan for the organisation (Schultz, 2020). Our enterprise, Unilever
needs to seek and avail great expertise advice from various great consultancy professionals.
Checking revenues and profitability ratios is yet another option available to us for checking the

viability of our marketing plan. In our entity, there will be clear implementation of all the roles
and duties to every member. Feedbacks from every employee and customer will be taken by our
entities management team, as these will be honest and fair conclusions (Yesiloglu and Costello,
2020). These are various steps or phases that will help in seeing the viability of the marketing
plan that is made by us.
CONCLUSION
From the above mentioned report, it can be concluded that marketing communication plan is
medium of promotion done for products and services to get more customers. Marketing
communication plan is used for spreading and promoting campaigns to audience that is targeted.
This report includes the new initiative that is taken by Unilever as to launch new product in the
market that is health care products. A marketing campaign plan has been discussed within this
report. The internal and external audit of Unilever has been explained in this report with the help
of pestle and SWOT analysis. Marketing strategy and proposal as well as various marketing
communication mix tools and media have also been explained within this report. In the last,
reflection on the viability of the marketing plan is also discussed in this report of Unilever.

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