This marketing plan outlines the strategies and tactics that Unilever will implement to increase market share and brand awareness. It includes the target market, product strategy, pricing strategy, distribution strategy, promotion strategy, marketing budget, and evaluation and control.
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UNIT 2
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Table of Contents INTRODUCTION...........................................................................................................................3 TASK1.............................................................................................................................................3 P1. Key roles and responsibilities of marketing function...........................................................3 P2. Roles and responsibilities of marketing relate to the wider organisational context.............5 TASK2.............................................................................................................................................7 P3. Comparison of ways in which different organisation apply the marketing mix to the planning process of marketing....................................................................................................7 7P's of Marketing........................................................................................................................7 TASK4......................................................................................................................................10 P4. Marketing plan for Unilever...............................................................................................10 CONCLUSION..............................................................................................................................12 REFERENCE.................................................................................................................................13
INTRODUCTION Marketing is very important and essential function in every organisation as this provide better insight of market trend to a respective company. Each and every organisation make effective strategies for the objective to attain competitive advantage. Business environment change quickly and it vital for the company to gain competitive advancement present for the longer time period (Barron, 2019). The marketing make consumer more aware about the new product and service which is essential for the company. There present report is based upon Unilever which is an British consumer goods company and its headquarter is in London. The company was founded in year 1929 and there are around 155000 employees working in currently for the organisation. This report covers the role of marketing as well as theirinter relation with other functional heads . It is applied 7 P of marketing and the last this report describe about creating marketing plan for the company. TASK1 P1. Key roles and responsibilities of marketing function Marketing refers to the activities for a company undertakes to promote the buying and selling of the product and service. Marketing consists advertisement, selling and delivering of the product to the consumer or the business. Every organisation depends upon the efficiency of marketing and no business organisation can initiate the sales of its product. As for Unilever the management have to focus on the current as well as future trends to provide better services to consumer. It is essential for the Unilever to have effective marketing function which help organisationtoexpandandexplorethebusinesseffectively.Herearesomerolesand responsibility of marketing which is explained down below: Promote product and service:The main function of marketing is to promote the goods and commodity of the organisation to a larger audience. For the Unilever the marketing department have to focus oncreating marketing material which describe and promote the core product or service to users. This can be done by creating advertisement and promotional campaign of the company. Apart from this firm can use different method and tools for promoting the goods such a social media as this is consider as the one of the most effective platform for promoting goods. Hence this make firm to capture large market share in the well define manner.
Better product offering:Most of the company sell more products to consumer as this help people to expand and explore the market. Due to diversification of product done by Unilever create confusion in the minds of customerwhich tend to slow down the sales and productivity of the company. As marketing manager is responsible for selling the goods and make sure that they are well labelled and packed as this create better image in the minds of consumer. Apart from this marketing places an active role in designing and managing the product offering and to make sure that improve the brand image of the company.Furthermore company must take feedback and make changes as per the need and wants of the consumer. Collecting and analysing market data:The marketing department of Unilever is responsible for collecting and managing the data which help company to improve the product and provide better services to consumer. The role of marketing function is to promote and help organisation to make aware about the recent trends through which firm can take effective measure for expansion and growth. The information regarding all the changing environment and needs of consumer are important to expand and explore the business effectively. Standardisation and grading:Standardisation is the method through which it helps in determining the standard of the products which is developed by organisation. This consists of weight, size , design and quality. For instance the product Unilever must provide unique product and service as to attract large number of customer in a well define manner (Hanlon, 2019). Where as the grading process is done by using different product and service which is given to promotetheproductandserviceseffectively.Asthecompanyhavetodevelopproper infrastructure as it increase the grade of particular product. Branding:This is consider as the most essential role for every marketing department to create better brand image in the minds of customer. In the context of Unilever the marketing department have to promote the company in such a manner through which firm can capture large market share effectively. The brand can be increased effectively by using offering value for the money product which tend to increase the sales and profitability of the company. The Unilever is selling all the product such as cosmetic and foods items under the brand name of Unilever. P2. Roles and responsibilities of marketing relate to the wider organisational context Marketing plays an important role in every organisation as they work constantly to increase the efficiency and productivity of the company. In order to expand business Unilever have to focus on creating effective decision regarding promotion and other activities as to create
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better Impact for the audience. Marketing is important for every organisation as this help in developing sustainable business model. Furthermore this help in creating healthier relationship with customer and it also maintain long lasting and ever present relationship with the audience. Apart from this it also maintain a healthy relationship with the customer and also allow business to explore there product and service effectively. Here are some of the factor which are interrelated in a detail manner: Marketing and Human resource management:HR department have responsibility to manage and control the activities of organisation such as recruiting, selecting the employees. The marketing department of Unilever have to proper communication with the HR department as this help organisation to hire or select the employees who are more efficient in expanding the business effectively(Haywood, 2019). As this is vital, when the Human resource department needtorecruitthecandidatessomarketingdepartmentprovidealltheinformationof requirement and accordingly the needs and wants. Although marketing team aid HR in creating jobs advertisement for the company. For example if HR needs training programmes for the employees which requires news letter and other promotional tools for the marketing. Marketing and IT department:Technology plays an essential role in any business as it provide competitive edge for the company. This have changes the face of market and with the assistance of the technology firm can provide timely service with higher quality product or service. As marketing of Unilever works with the information technology department as the company require there own website as this tend to promote different product different product and services to consumer. With the assistance of technology marketing team can easily make aware about the product and services to larger audience and it also help in increasing sales and profitability of the company. In today's business world website plays an vital role in gathering attention of the audience. Hence marketing department increase the sales by using technology such as increasing online sales. Marketing and finance:The finance department of the company is responsible for managing and controlling the funds to establish the company. As both marketing and finance department must have proper flow of communicate as to avoid any conflict and chaos present in the market. The finance department usually allocate the funds to department as per the need and requirement. So company like Unilever have to facilitate resources and make proper use to increase the profit and sales of the company effectively. Marketers need money as to carry
forward there promotional activities as to create a better impact on the minds of customer. No company can survive for the long run with out having proper resource so company have to focus on funds in order to meet the organisational objectives. Beside this, there are different functions of marketing which needs to funded timely as to expand and explore the business to the larger audience. Marketing and operational:Timely services have become essential for the company due to tuff competition present in the modern marketing business. To provide effective services operation department plays and crucial role as the manage the product quality and timely delivery for the company. In the context of Unilever, they deals mostly in fasting moving consumable itemsso it become essential for the firm to facilitate user on timely manner. The marketing as well as operation department have to communicate constantly in order to maintain demand and supply present in the market. The marketing team provide all the information regarding the requirement of product and the operation department make product for the timely delivery to final users. TASK2 P3. Comparison of ways in which different organisation apply the marketing mix to the planning process of marketing. 7P's of Marketing BasisUnileverNestle ProductIt is defined as an item or a good that is offered in market inordertofulfilsneedsof customerprevailingat marketplace.Itoffersmore than 400 brands globally. The productsofUnileveris Rexona,Roma,Sunsilk, Knorr, Lux, Axe, Magnum and many more. It was established in year 1905 as a FMCG company. Nestle offer chocolate as well as milk productsinmarket.The popularproductwhichis provided by Nestle is Maggie as the majority of profit is earn by the company through this product.
PlaceThehigherauthoritiesof Unileveradoptsdistribution strategy in order to offer its products in all over the world. It has a range of distribution network which involves retail & direct outlets. In addition to this, the company provide its goodsinmorethan190 countriesandthuscoversa wide area globally. The company has strong sales networkasadistribution channel. It offers high discount in market in order to attract largenumberofpeople towardstheirbrand.Nestle offer its product in more than 180 countries which shows it hasahighmarketpresence. Moreover,italsoofferit products via online channels as it partnered with many online partnerssothattheycan enhancetheircustomerbase andincreasesprofitability level. PriceThecompanyfollows penetrationpricingstrategy thatisofferinghighquality productatlowerratesin market.Italsouses competitive pricing strategy so they can compete with other FMCG market. It has a broad range of goods that is ranging from high price to low price. The main purpose of the firm is to provide better service at low pricing policies which help in achieving desire aims and objectives of the firm in the detailmanner.Althoughin some segment company charge highpriceastheyhave monopoly for there goods and services. Physical EvidencesThecompanysellitsgoodThestaffandtoplevel
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withauniquecolour packaging which is easy for customers to identify. It has online website which is user friendly & allow customers to easily view their products and gainknowledgeaboutit.In addition to this, its product is keptonspecialshelvesin storesthatcontainsunique design as well as colour. management have the physical presenceinthecompany. Furtherthestoreand manufacturingplantsat differentlocationisthe example of physical evidence. Furthermore the company have online presence which consider as the physical presences for the company. PromotionsUnilever is considered as one of the biggestcompanythat spenthugeamounton marketingaswellason advertising.Itusesdigital mediaandsocialmedia applications such as YouTube, LinkedIn, Facebook in order to awaremorenumberof customers.Celebrity endorsementisalsothe anotherwaythatcompany uses in order to promote its productwithinthemarket. Moreover,thecompany conductmarketingand advertising campaignso that they can enhance their level of sales as well as profitability. Nestle mainly focus on focus on promoting their product on television as to capture large market share effectively. There areothermethodthrough whichcompanyusesuch promotionalactivitieswhich are social media is widely used to promote their product and service to larger audience in a well define manner.
PeopleThe success key of company is itstalentedandeffective manpower.Unileverprovide training sessions to employees sothattheycangivebest serviceanddealeasilywith customers. It has people that is workingundercustomer servicedepartment,sales department, retail stores and so on. Themainobjectiveofthe company is earn profit and this objectiveisfulfilledbythe people or customer. In order to expand as well as explore the businessfirmhavetotake effectivemeasuretoprovide better service to consumer as this create liability of thefirm in the well define manner. ProcessThehigherauthoritiesof Unileverensuresthat inventory is available in retail stores. Along with this, it has installedsystemthathelp retailerstonotifycompany wheninventorylevelis low(Kostelij and Alsem 2020). It has online delivery process, theordersisreceivedby computersystemand accordingtoitproductsis delivered to customers. IntheNestleemployees mainly follow the instruction regardingthesalesand productivity given by the upper level management. Hence all the new policies and decision aretakenbythetoplevel management. TASK4 P4. Marketing plan for Unilever Marketing plan is the written document which describe the different outlines in order to meet business objectives effectively. This help company in establishing the mission as well as objective as per the given time frame. For the organisation like Unilever manager is responsible
for making effective plan for sustainability. Unilever is coming up with product which is an diet chocolate for those who are heath conscious. Here is the following marketing plan which is essential for the firm to achieve greater success in market. Company overview:The present report is done on Unilever which is an British and Dutch company which provide energy drink, ice cream and beverage products to the user. As to compete in the market firm is going to launch the new product in the market which diet chocolate as to target those audience who are health conscious. Mission:The mission statement of the Unilever they make those products which are better and fulfils the needs together”. Vision:Vision of the firm is to capture large market share and provide high product and quality service to consumer. The main purpose of the firm is to create new and better opportunities for consumer as to create larger market share in the well define manner. Objectives:The main objective of the firm is to increase the sales and profit by 10% in coming year. SWOT: StrengthWeaknesses Unilever main strength is there product and service which are made by high quality raw material. It is one of the leading FMCG brand in theworldwhichtendtodrawthe attention of the larger customer. There major strength of the company is that they have wide variety of products which leads to create a larger customer bases for the company. The main weak point of the company is that they have less supply chain and distribution network which allow firm to slow down the sales and profitability of the company. As there are different kinds of product and serviceoffered by thecompany whichcreateconfusionforthe consumerwhoaredealinginthe company. OpportunitiesThreat The opportunities for the company to capturelargemarketshareby The major threat for the company are the rivals present in the marketplace.
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expandingtherebusinessat international platform. Apart from this, company can make theironlinebusinesswebsitewhich develop an effective platform for the company to create image effectively. Alongwiththisfirmcandevelop partnershipwiththecompetitorsin order to reduce competition. Asitslowdowntheearningand profitability of the company. Anotherthreatforthecompanyis Brexit which is aim to slow down the business and sales for the company. So in this case government have to make all the rules and regulation in the favour of industry to expand the business. STP of Unilever: Segmentation:This is concerned about dividing product and services on the basis of different segments. It is done as to capture large market share is done on the basis of Demographic and behavioural aspect of the customer (Mankiw, 2020). As these provide ease to Unilever to adjust the marketing programmes as to recognise the difference among the customer effectively. Thesegmentation aids in improved branding and increased sales for longer time period. Targeting:A target market is the group of customer towards which business has decided to aim its marketing efforts and ultimately it help in increasing sales. The Unilever have develop the product which diet chocolate who loves these product. The are larger number of people who consume such kind of product so this is essential for the firm to increase the sales for the company. Positioning:This refers to customer perception regarding the product and service. In some markets, a position is achieved by associating the benefits of a brand with the wants or life style of the segments . The current positioning of the firm is high where the product and service are provided to consumer are of better quality. In order to gain competitive market firm have to more concerned about the needs and wants of customer and make sure to fulfil the requirement for better positioning. Budget:Forthe effective completion of plan there must be proper budget should be made as to accomplishing desire aims and objectives effectively. Here is the proper explanation of budget in detail manner:
ResourcesBudget Advertisement10000 Transportation15000 Employee Total 20000 45000 Monitoring:It is standard methodical collection and investigation of information to track the improvement of programme achievement against planned targets and objectives. It relates to keep a dilatory check of project activities over a period of time. Each project needs advanced proposals and objectives. Observance system should work out to keep watch on all the activities, including finances as this help to accomplish desire aims and objectives in the well define manner. CONCLUSION From the above stated report this has been concluded that marketing is essential for the company to promote their product in a well define manner. It is essential for the firm to have effective strategies as this help business to expand and grow rapidly in the market. Along with this marketing manager have responsibility to promote the product and service which help organisation to capture large market share. Apart from this, the inter relation among the department is vital for proper functioning.The 7P's of marketing has explained in detailed by comparing two different companies and the manner in which business objectives can be fulfilled
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