Marketing Plan, SEO Techniques and Data Analysis for Unilever

This report covers Unilever's marketing plan, SEO techniques and data analysis for soap products including Lux, Lifebuoy and Dove. It discusses how to promote products through social media and blogs, and includes a reflective assessment of the challenges in writing the blog and promoting it. The report also covers the principles of Google analytics and other tools.

DIGITAL TECHNOLOGIES

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Content calender .........................................................................................................................4
Discussion of SEO and Keyword techniques..............................................................................6
Data Analysis and discussion in relation to your marketing plan................................................7
Reflective assessment of the challenges in writing the blog, activities undertaken to promote
the blog, discussion on how your marketing plan has changed overtime. Any unexpected
findings. ......................................................................................................................................8
Blogs............................................................................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing plan refers to the operational document that defines various advertising
strategy implemented by the company in order to reach its target market . It helps in identifying
the marketing objectives that is associated with the mission an vision of the company. It also
helps in the growth of the business with the application of various marketing
strategies(Opresnik, 2018). Marketing plan includes the market research , evaluation of the
needs of the customers , competitor analysis and PESTLE analysis. The chosen company is
Unilever. The report covers the marketing plan, various SEO techniques and data analysis of the
basic principles of Google analytics and other tools.
MAIN BODY
Marketing plan Ideas for completion
Title The chosen products is taken from the Unilever UK and the product
taken is soap in which various brands are included.
inspiration for the blog Unilever is the British multinational brand dealing in various
consumer goods, headquartered in London. The company mainly
deal on food products, beauty and personal care(Stevens, and et.al,
2021). More than 1lac people are employees and 47 % managers are
women.
target audience is… The product chosen will target every single consumer in the market
that deals variety of range of products ranging from children to the
elderly. It will deal in variety of brands In soaps that is Lux ,
Lifebuoy and Dove. According to the study, the market share of the
company is estimated 12.6% in 2018.
Unique selling price Being one the multinational and leading brands in UK, it deals in
variety of products and the marketing plan covers the target
audience , the products offered by the company. Different brands of
soap will be sold by the company and various discounts will be
offered by the company. The prices of the product will be
reasonable that any ordinary person can afford which makes it

unique from others . The company will use the Service cloud and
community cloud which enable the employees to work faster and
smart ways .
How target audience will
find
It is a well established company with numerous customers and is
expanded worldwide. The products of this company is available on
every websites. It can be promoted through advertising , sales
promotion , public relations and direct selling. The company will
use various technologies in order to promote its soap products in the
market .
Readers will share The usefulness of the product can be promoted with its benefits and
experience of the people about the products being used by them.
How will I test the blog
before publishing
Through market research it will come to know about the prices of
the products offered by the company. The data analysis will helps
in finding useful information about the competitor market ,
customers needs which will helps in formulating policies
accordingly.
Content calender
Topic Title Audience Keyword
s
Type Channel Assigned Status Date/
time
Welcome
to Walls
The
product
targets
the
customer
s of
every age
group
People of
every age
children
to old
age
people
Faceboo
k
advertisi
ng,
Instagra
m ,
promotio
n on
websites
Blog post Website David To be
publishe
d d
01/09/22

Dove lets
change
the
beauty
Many
number
of users
use
Faceboo
k and
other
social
media
network
which is
the best
ways to
promote
the
products
of the
company
People of
every age
children
to old
age
people.
Faceboo
k
advertisi
ng,
Instagra
m ,
promotio
n on
websites,
sales
promotio
n, direct
marketin
g.
Blog post Faceboo
k post
David Schedule
d
01/10/22
Axe Many
number
of users
use
Faceboo
k and
other
social
media
network
which is
the best
ways to
People of
every age
children
to old
age
people
Faceboo
k
advertisi
ng,
Instagra
m ,
promotio
n on
websites,
sales
promotio
n, direct
marketin
Blog post Instagra
m post
David
Johnson
Schedule
d
01/11/22

promote
the
products
of the
company
g.
Hellman'
s EST.
1913
Being a
well
establish
ed
company
, focuses
on the
target on
every age
gropu
ranging
from
children
to old
age
people.
People of
every age
children
to old
age
people
Faceboo
k
advertisi
ng,
Instagra
m ,
promotio
n on
websites,
sales
promotio
n, direct
marketin
g.
Blog post Faceboo
k post
David
Johnson
To be
publishe
d
12/12/22
Discussion of SEO and Keyword techniques
Search Engine Optimisation is defined as the technique that helps the website of the
company to rank higher in the search results that results in making the website of the company
more visible to the customers that are looking for the products of a particular company(Veglis,
and Giomelakis, 2019). The main purpose of SEO is to understand what users are searching if
will helps the company to create high quality content according to the preferences of the
customers .It has been observed that a well optimised website clearly specifies and helps to
communicate the products and services offered by the company. It is one of the marketing

strategy makes it easy for the customers to find the products of the particular company. The
marketing plan and blogs related to the product of the company to easily identify the products of
their choice. When optimising the web pages and also the blogs related to the company's
products helps to make more visible to the customers for example google in order to find the
products and services of the company. With the helps of Search Engine and Optimization, the
content about the company products displayed on the website will rant the highest and customers
can easily find the products.
Data Analysis and discussion in relation to your marketing plan
Data analysis is the process of cleaning , transforming and modeling the data in order to
discover the information which helps the business taking various necessary decisions. The main
purpose of data analysis helps to extract different information about the company and its market
position which helps in taking business decisions. It helps in planning and helps in
implementing various strategies which can have positive impact on the brand image of the
company(Nusairat,and et.al, 2021). It also helps the company to identify the areas where the firm
is lacking and making mistakes and further helps in making plans for future and offer quality
products in the market. There are four principles to Google analytics that collection, processing,
configuration and reporting.
Social media analysis refers to the approach which helps in collecting the data from
various social media analysis and blogs and extract important information which help the
business in taking appropriate decisions. IT helps in collecting the trends prevailing in the market
and know about the requirements of the customers. Unilever use various technology that is
Artificial intelligence which helps to collect the data about the current trends in the market that
helps in analysing the company's position and needs of the customers and make further strategies
accordingly(Lee, and et.al, 2020). The data and information collected acts as guidance and helps
in implementing strategies accordingly which fulfil the requirements of the customer and also
result in increase in the sales of the company products in the market. With the application of
these analytical tools, the data can be interpreted and further makes in taking various business
decisions.
Unilever company has introduced centralised data system called the Insight Knowledge
management that helps in preventing the challenges while collecting the data and also
centralising the the global market(Mihas, 2019). Unilever is well establishes multinational

brand dealing in different range of products and with the changes in the various technologies ,
the company has adopted various different technological tools and software which helps in
analysing the data of the information regarding the current trends which helps in evaluating the
market and then plan strategies accordingly in order to meet the requirements of the customers
and market. It is necessary for the company to comply with the demands of the customers and
market which will helps to expand its business and also increase the demand of the products
which people can afford which will helps in gaining competitive advantage other other
companies.
Reflective assessment of the challenges in writing the blog, activities undertaken to promote the
blog, discussion on how your marketing plan has changed overtime. Any unexpected
findings.
On the basis of Gibbs models the reflections can be described in better manner by including all
the steps such as follows:
Description- It has been analysed that marketing plan is very effective when it comes to
promote the product but at the same time there are some challenges which I have faced while
writing blog such as lacks of quality content and absence of feedback. This can be related to the
unexpected finding which are affecting the writing skill (Adeani, Febriani and Syafryadin,
2020).
Feelings- My feeling is good because by makings marketing plan I have analysed my
skill of makings the plan better by good industry research. I was quite happy bys write the blogs
in order to improve the skill and explore its by divided the works on the basis of skill. Then I was
nervous while writings the blog but at the same time I focused on facing the problem such as not
getting enough content or information related to topic. Then am weak at writings, so I have
afraid of writing on new topic buts Unilever is well-known organizations that provide content
ons their site.
Evaluation- It has been evaluated that I have faced the situations bys contributing my
100 percent and also I have identified my strength by improving blog writings and it helps to
increase the skill of communication Then it has been evaluated that there are very people who
are writings the blog without support (Sekarwinahyu, Rustaman and Riandi,, 2019). Then I used
my academic knowledge in writing but for marketing I get afraid if it will not publish in market
because of different factor.

Analysis- It has been analysed that good strategy used by me in order to make marketing
plan and also include alls the content on the basis of given template buts I have analysed it was
made better as expectations but is done not work according to feedback and because of this it can
not introduce in market.
Conclusion- It has been concluded that my overalls experience was good and I have
used my academic knowledge of searching the content related to the blog ans its helps to
improve the knowledges by explore different product and in marketing plan I have identified that
this is the great ways of improving the skill I need to work on for improving the quality on the
basis of making action plan, then improving the writing skill is also necessary.
Action plan- According tos the present reports it has been identified that there are
different types of skills are used in marketing plan and writings the blogs. But I need to improve
the writing skill by readings more and research more on particular topic so that it will help to
improve writing by following action plan for one month for improving the skill of
communication and blog writing (Bass, Sidebotham and Sweet, 2020).
Blogs
Welcome to Wall's
This is the popular and well-known brand of ice cream of Unilever, also organization
wants to serve the taste that can enjoy by the world. The main motive is to take people
away from the work and inspire them by avoiding stress, seriousness, duties and
expectation like holding ice cream. That is why the tag line used by company is quite
simple 'LIVE FROM HEART' also it helps to attract more customer by showing heart
shaped logo. People can enjoy it on street with the sign of love and there are different
products which are involved such as cornetto, magnum, viennetta, Carte d'Or etc. All of it
most favourite is Magnum because it is attracts people with full of chocolate and love.
Our product sold in more than 50 countries globally on the basis of local names given by
residential customers. In UK and Asia people known for Wall's, in Germany people
known by Langnese, in Italy you will see as Algida, This is Olain in Neitherland and
Kibon in Brazil. Wherever you go it will same delicious ice-cream.
In the year 2020, there are more than 13500 people are share their views from 12 different
countries regarding role of social connection and community interaction ins orders
contributing in happiness at the time of lock-down. Most of the people are share their

answer as yes in which 58 % are thinks this is human connection, 45% of customer are
spending time with Wall's outdoor and 42% of them are had this on exercise time. Also,
this perception is changed due tos lock-down and it helps the company by improving the
brand image by sending love at the lock-down period. And society accept it by placing
higher value by increasings the connection with family and friends.
Dove lets change the beauty
It has been more than 17 years Dove is working for make beauty as the source of
confidence not anxiety because it is not defining ons the basis of size, shape and colour
of people because this is unique and authentic. This is changed the experiences of
women in order to engage with them by delivering the superior products. Dove is
planted with mild cleansers than soap, shampoo, mosturiser so it provides positive
feeling by iconic bar that leave clean skin, smooths and soft. That is why it has used #1
dermatologist recommended brand in US, France and Canada. This is presenting all the
women who are identifying beauty of women by redefining the beauty standard that
help to build the good experience by creating the body image more positive. This is the
only product that ensure about the removing all the toxic element from body and it is
also used as face-wash by people and bathing bar.
Dove is focus on sustainable that strives better experiences to the customer. Also, this is
the inspirations for many women because it gives first priority to them in order to
provide superior care by committed championship with the helps of real beauty and real
women. Dove clarifies that it is for all the generation so it can be part be every women's
life by all the time. So the beauty of women will remain same in order promoting more
campaigns as the opportunity of redefining the beauty. Then there are many people who
are challenged by dove by presenting and celebrate the beauty of women. In the year
2017, the celebration of soap is completed by 60 year anniversary that help to renewed
by commit with women globally in order launching real beauty pledge by feature
women not model.
Axe

When the individual smell good, all the thing happens good by creating little confident
and life open for world of happiness. Also, brand thoughts to believe in attraction for
everyone and anyone. Axe does not focus on race, caste, sexuality or pronoun and it is
known as # 1 men's fragrance brand in world and I promote the lifestyle of both men and
by offerings them unique experience like no brand can. Brand is claimed that this is the
most popular brand in the world and it is supposed to draw attentions on opposite sex by
sprayed on themselves. Then most of the people are connected wits the advertisement that
shows very powerful connection by displaying normal male with unique self-assurance as
an Axe user. Axe is short and sweet product that is design as the awesome fragrance that
can smell irresistible for all over and day. Also, it has showed how a man can be
awesome so it defines by creating relevant and unexpected fragrance which are break alls
the rules regarding traditional masculine scents in order putting modern twist on the
classical structure by putting notes. Then the sandalwood from cedarwood that are help to
proud for greetings fragrance behind the scenes. Further, packaging of the products is
good and most of the women are using it for gifted to their love one. There are two main
work are done by product such as bys offering dual technology for boosts and bust odour
fragrance. This product is good for body by fragrance for shelf it looks great and it can be
easy to carry by men in bag. This promotes equality by offer ins same product in all the
countries but name can be different in order to attract local customers.
Hellmann's EST.1913
Brand is introduced in Newyork in the year 1913, the main purposes of the organization is to
serve people good food, honest food that gives pleasure by without waste and worry. It is made
by real and simple quality of ingredients by supporting true craftsmanship and expertise for #
world's no1 mayonnaise. The focus on to play important role by creating the
#MakeTasteNotWaste. It creates the simple food delicious and healthy so it has become number
one brand for household consumption in order to transform the food by providing simple
pleasure on everyday basis by completing the responsibility of makings tasty food. Also,

organization believes that it is easy to waste the food but society will not accept this behaves so
Hellmann's makes it simple by promoting the responsibility of not wasting the food. The vision
of the company is to inspire more than 100 millions consumers till the year 2025. This is
helping for promoting to store the mayonnaise in the refrigerator so that anyone can have it by
not wasting their time on making extra food. Also, for children it can be easy to haver healthy
food by mix mayonnaises in their lunch so that they can not waste the food.
There are many people who are not good at making new dishes so it can be easy to mix well
with any food and makes it tastier. It builds the confidences of attracting kids towards healthy
vegetable and this the easiest way to make amazing dishes. It is directly come from farm to fork
in orders committing sustainable farming by making the business more responsible in order to
serve better product. Then there are wide ranges of varieties are offered for attracting the
customer in Europe and 100% cage free eggs in North America by different sources of 100%
oil responsibly in the mayonnaise that are continuing for sustainable practices.
CONCLUSION
It has been concluded that my overalls experience was good and I have used my
academic knowledge of searching the content related to the blog ans its helps to improve the
knowledges by explore different product and in marketing plan I have identified that this is the
great ways of improving the skill I need to work on for improving the quality on the basis of
making action plan, then improving the writing skill is also necessary.

REFERENCES
Books and journals
Adeani, I.S., Febriani, R.B. and Syafryadin, S., 2020. USING GIBBS’REFLECTIVE CYCLE
IN MAKING REFLECTIONS OF LITERARY ANALYSIS. Indonesian EFL
Journal, 6(2), pp.139-148.
Bass, J., Sidebotham, M. and Sweet, L., 2020. Midwifery students’ experiences and expectations
of using a model of holistic reflection. Women and Birth, 33(4), pp.383-392.
Lee, and et.al, 2020. Single-cell multiomics: technologies and data analysis
methods. Experimental & Molecular Medicine.52(9). pp.1428-1442.
Mihas, P., 2019. Qualitative data analysis. In Oxford research encyclopedia of education.
Nusairat,and et.al, 2021. The relationship between Internet of things and search engine
optimization in Jordanian Tele-Communication Companies: The mediating role of user
behavior. International Journal of Data and Network Science. 5(3). pp.163-172.
Opresnik, M.O., 2018, July. Effective Social Media Marketing Planning–How to Develop a
Digital Marketing Plan. In International Conference on Social Computing and Social
Media (pp. 333-341). Springer, Cham.
Sekarwinahyu, M., Rustaman, N.Y. and Riandi, R., 2019, February. Development of problem
based learning for online tutorial program in plant development using Gibbs’ reflective
cycle and e-portfolio to enhance reflective thinking skills. In Journal of Physics:
Conference Series (Vol. 1157, No. 2, p. 022099). IOP Publishing.
Stevens, and et.al, 2021. Marketing planning guide. CRC Press.
Veglis, A. and Giomelakis, D., 2019. Search engine optimization. Future Internet.12(1).p.6.
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