Marketing Essentials: Roles and Responsibilities of Marketing Function of Unilever

This presentation explores the roles and responsibilities of the marketing function at Unilever, a UK-based FMCG company. It discusses the gathering and analysis of market information, product design and development, packaging and labeling, and the relationship between marketing and other departments within the organization. The presentation also compares the marketing mix strategies of Unilever and Johnson & Johnson and provides a marketing plan for Unilever to achieve its business objectives. Additionally, it includes a SWOT analysis, PEST analysis, and insights into segmentation, targeting, and positioning strategies used by Unilever. References from Larson, J. and Draper, S. (2015), Muralidharan, K. and Raval, N. (2017), and Pike, S.D. (2016) are provided.

MARKETING
ESSENTIALS

INTRODUCTION
 Marketing it is the study and management of exchange relationships.
 It is the process of creating relationship between the consumers and marketer
with focus of satisfying the consumers.
 This study is based on the Unilever plc. which is UK based company working in
providing FMCG products.

KEY ROLES AND RESPONSIBILITIES OF MARKETING
FUNCTION OF UNILEVER
Marketing:- it is the study and management of exchange relationships. It is the process of creating
relationship between the consumers and marketer with focus of satisfying the consumers.
Major roles and responsibilities of marketing function-
 Gathering and Analysing the market information:- this first major role of marketing is to
gather the information and analyse that information. Information of who are the customers of
the Unilever what are the needs of the customers.

CONTINUE
 Product designing and development:- design of the product plays importance role in the selling of the
product. Marketing helps in the design the products according to the needs of the customers and also
which attract the buyers. A good design of the product helps in to gain the competitive advantages in the
market.
 Packaging and labelling:- packaging helps to prevent product from breakage, damage and destruction of
goods in transits of goods. It facilitates the handling, conveying and lifting of the products. And label
means that the slip of information of products mention on the packaging of the products. Label contains
the detail of the products and its contents. Effective label and packaging is done through the marketing.

ROLES AND RESPONSIBILITIES OF MARKETING RELATE TO THE
WIDER ORGANISATIONAL CONTEXT OF UNILEVER
The success of every organisation is begins with the success of the marketing team. Marketing is the
function which related with the all the department of the organisation. Relation of marketing with
other departments.
 Finance department:- Finance department is the one which manage funds of organisation.
Money is the basic factor to run the company.
 Human resource department:- HR department of every organisation develops the accuracy of
working in the every company.

CONTINUE
 Operations department:- The marketing department gather the information about the needs
and wants of the customers also research for the spending capacity customers and quality
need for the sales of products and this information gives idea to the operations or production
department that what should they produces for the customers. If the marketer fails to perform
its task than it will hampers the performance of the operations department and it proves that
both are linked to each other.

Compare the ways in which different organisations apply the
marketing mix to the marketing planning process to achieve
business objectives
Elements Unilever Johnson and Johnson
Products Products means that the products or the services that
company offers for the sale. Unilever has 4 major
categories of products for the sale in the market Food,
personal care, refreshment and home care. It is a
biggest supplier of Fast Moving consumer goods
(FMCG).
Johnson and Johnson has wide and elaborated
portfolio of products. It has 3 major categories of
products pharmaceuticals, medical devices and
consumer products.
Price Unilever has the pricing strategy of penetration
pricing. Where it provides the high quality products at
the law cost which helps to capture the global market.
Firm has the pricing strategies of affordable prices
rates so that common man can buy products. Majorly
it has products of low prices.

CONTINUE
Elements Unilever Johnson and Johnson
Place Unilever is providing its products more than 190
countries with the strong channel of distribution. It has
thousands of distributors along with the millions of
retailers in the world.
Products of the company available extensively because of the
strong distribution channel and around two hundred and
thirty subsidiaries of the firm, also it has working in around
sixty countries.
Promotion It is the one of the largest spender on the marketing. It
spends more the 8 billion pounds every years over the
marketing and promotion of its products. Uses of e-
commerce and digital media rapidly increase the digital
marketing integration of the Unilever. Promotion with
helps of the films stars and sportsman is one of its
promotion strategies.
It has advertising through the creating awareness among the
public by advertising via different digital media platforms
which are generally catch the eyes of customers.. it uses the
360 branding strategies for the products. It place its ads
through the hoarding, newspapers and magazines.

Marketing plan for the Unilever to meet the objective of
the company
Executive Summary:- Unilever is UK based company which is providing the FMCG products in the
market.
 Company Background
Unilever plc. Is and Anglo Dutch multinational FMCG company which is founded in the year of 1930
from the merger of Dutch firm, British firm and margarine Unie with lever brothers. It has over 400
brands across the food, personal care and household cleaning. Its headquarter in Rotterdam, London
and Netherlands UK. With the around 16900 employees it has highest employer firm an working in the
more than 190 countries. Total revenue in the year 2018 was 5.9 billion pounds.

Objective
 To create the change across the value chain from products of the company.
 To achieve the growth in the Africa and Asian market.

SWOT analysis
Strength:-
 Firm is operating in 190 countries around the worlds and has a global footprint combined with the top of mind
brand call in customers.
 Research and development department of is heavily funded for the taking initiative and bring innovation in
the market also bring the products according to the needs of the customers.
Weakness: -
 It has biggest weakness that its products can be easily replaced in the emerging markets like Asia and Africa
where rural customers are use often use the traditional and natural alternatives of the products.

CONTINUE
Opportunities:-
 It has opportunities of “Newly affluent Trillion dollar consumers” in the market of India
and china. It has the golden opportunities to leverage the huge customers base.
Threat:-
 It has biggest threats with the competitive market where the global giants like Johnson
and Johnson and P&G are in host to capture the market of Unilever.

PEST analysis
 Political: - political factors affect the affect the performance of the Unilever. Because it has to follow
the European commission and the food and drug administration. Firm also liable to follow the rules
made by the government and rules of the local and regional administration.
 Economical: - it states that the consumers are less likely to buy expensive products of the firm. The
success of Unilever is depends on the economic stability of the state in which company is working.

STP
Segmentation, targeting and position
 Budget:- budget is the costing which incurred on the making the management plan. It
should take 1000 pounds for the making the management plan of the Unilever which
mainly incurred on the research.
 Monitoring and controlling:- for the monitoring of the management plan Unilever uses the
supervision technique for the successful implementation of the plan and also it regularly
evaluate the plan and take the corrective action if any needed for the plan.

CONCLUSION
 From the above study it can be conclude that marketing is a important
part of every organisation. It also concludes the roles and responsibilities of the
marketing and its uses in all other departments.

REFERENCES
 Larson, J. and Draper, S., 2015. Internet marketing essentials. Idaho Falls, ID: Stukent
Incorporated.
 Muralidharan, K. and Raval, N., 2017. Six Sigma marketing and productivity improvement. A
Quarterly Journal of the National Productivity Council, 58(1), pp.107-114.
 Pike, S.D., 2016. Destination Marketing Organizations–Research opportunities in an era of
uncertainty. In Book of Abstracts-6th International Conference on Tourism. International
Association for Tourism Policy (IATOUR).