Business Promotion Report: Unilever's Marketing Campaign

This report provides a comprehensive analysis of Unilever's digital marketing campaign, focusing on strategies for business promotion. It begins with an introduction to Unilever, outlining the problem of increasing market competition and the need for a digital marketing strategy to enhance brand awareness and customer loyalty. The report then details the project overview, including company background, project justification, and the importance of digital infrastructure, such as web services, cloud computing, and augmented reality, for improving services. An in-depth examination of the e-environment, including macro and micro factors like international markets, technology, competitors, and customers, is also included. Furthermore, the report formulates strategies like digital market strategy, customer relationship management, and supply chain digitalization to achieve the company's objectives. Finally, the report outlines an implementation plan, including project methods, activity plans, and monitoring and control mechanisms to ensure the successful execution of the digital marketing campaign. This report serves as a valuable resource for understanding the complexities of digital marketing and its application in a multinational corporation like Unilever.

Promote Business

Table of Contents
INTRODUCTION...........................................................................................................................3
PROJECT OVERVIEW:.................................................................................................................3
Company Introduction:...........................................................................................................3
Outline of Problem:................................................................................................................3
Project Overview:...................................................................................................................4
JUSTIFICATION OF THE PROJECT............................................................................................4
Digital Infrastructure:.............................................................................................................4
E-Environment.......................................................................................................................5
SMART objectives.................................................................................................................7
FORMULATE STRATEGIES........................................................................................................8
Digital Market strategy...........................................................................................................8
IMPLEMENTATION PLAN........................................................................................................10
Project method......................................................................................................................10
Activity Plan.........................................................................................................................11
Monitoring and Control........................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Promoting the business is very crucial for the organisation as with the help of this they
attempt to influence the people to buy the product and services which are offered by them.
Business promotes their brand along with their products and services ass with the help of this
they can accomplish their goals (Ngeno and Kinoti, 2017). For this they have to formulate
various strategies such as various business strategies and corporate strategies which enable them
to undertake various activities so that they satisfy the needs and wants of the target market
efficiently. Apart from this the business identifies various opportunities in the market and
accordingly they formulate various plans so that they can garb those opportunities. To promote
the business efficiently various marketing plans are designed by the marketer in which they
determine various activities with the help of which they can accomplish their goals. For this
report the company that is taken into consideration is Unilever.
PROJECT OVERVIEW:
Company Introduction:
Unilever is a UK based transnational company offering a wide range of consumer goods
that can be put into four categories such as food, refreshments, beauty & personal care and home
care. Unilever is one of the oldest multinational companies that has been operating in more than
190 countries and are considered to be the largest producer of soap throughout the world. It is
dual listed public limited company which was founded in the year 1929. For improving and
expanding their business they have frequently entered into various acquisition strategies such as
they acquired Lipton in 1971, Broke Bond in 1984 etc. Unilever has two holding companies i.e.,
Unilever N.V. which is registered in Rotterdam while other one is Unilever Plc which is
registered in UK. They have been adopting various strategies as per the need of the business
environment so that they can bring efficiency in their business. For this Unilever in 2018
announced their intension of simplifying their structure so that they can centralise the dual entity
by keeping one headquarter in Rotterdam.
Outline of Problem:
With the need of growing level of competition in the market and changing taste and
preference of the customers it is important for the business to identify various means so that they

can take competitive edge. Due to easy availability of the substitute the loyalty of the customers
towards the brand can diminish and to deal with it the Unilever identifies the need to launching
digital marketing campaign as with the help of this they can create awareness among the
customer.
Project Overview:
To deal with the identified problem the managers of Unilever decided to develop a
business plan for developing a digital marketing campaign for promoting the products and
services of the company. In this report an e-marketing plan will be developed which will include
the problem that is being faced by the company, digital infrastructure which will be needed by
the company for implementing the plan along with the analysis of the e-environment of the
company. Apart from this various strategies will be formulated such as digital marketing
strategy, customer relationship management strategy, digitalisation of the supply chain
management etc. In addition to this, the project includes the implementation plan which suggests
the methods of implementing, monitoring and evaluating the performance of the project.
JUSTIFICATION OF THE PROJECT
With the help of this section the importance of undertaking this project by the company
can be analysed as in this the digital infrastructure that if being used by the company will be
discussed along with various et of objectives will be determined that Unilever aims to achieve
from this project along with the analysis of the digital marketplace.
Digital Infrastructure:
Digital infrastructure for the business is a combination of hardware which is used by the
organisations to operate technologies such as for storing the data, digital communication etc.
With the help network the hardware and software applications are linked so that they services
can efficiently be delivered to the customers and to other business partners (McAlister and
Ferrell, 2012). The digital infrastructure so used by the businesses has various components such
as cloud services, software defined network for agile operations of the company, visualisation of
the network functions, hyper scale data centres etc. For Unilever it is important to adopt a
combination of digital infrastructure to improve their services. As the market size of the
company is large so they have to use various such tools:

 Web Services: Various web services need to be used by the Unilever such as Software as
a service (SaaS), Infrastructure as a service (IaaS) and Platform as a service (PaaS). With
the help of SaaS software and data can be managed efficiently with a digital model that
will enable them to run their business process and activities through web based service
rather than traditional applications. IaaS will enable Unilever to support their end user
application through hardware that includes servers and networks while PaaS will enable
them to use software services for designing of the application, their development, testing
and hosting messaging tools etc.
 Cloud Computing: Cloud computing technique can be used by Unilever as this will
enable them to have on demand availability of the computer system resources especially
for storing the data without any involvement of the management of the company. It is
generally used to describe the data centres which are available on the internet (Felix,
Rauschnabel and Hinsch, 2017). With this Unilever can operate flexibly as they will
allow the company with better storage space and unlimited bandwidth. Investing in cloud
computing will provide them the guarantee of recovery of the disaster and backup
solution which can be costly and time consuming if done by them on personal grounds.
Also it is designed to meet the changing requirements of the business in term of
information technology as it enables them to use more space and bandwidth which
automatically is upgraded with upscale in the business.
 Augmented reality: This is an emerging concept but it will help Unilever to achieve
their target as with they can improve their customer experiences. It will offer the
customers with more information about the products and services so offered by them. AR
will enable them with easy visualization that makes personalisation of the offerings
possible. All this will lead to better interactivity which facilitates retention of the
customers with the company for a longer period.
E-Environment
Online marketplace is related with sharing of the information and commercial transactions
among different stakeholders of the company with the help of online medium. Also it includes
the presence of various search engines, various social networks along with comparison and
destination sites. E-environment can be defined as a tool for the promotion of the information
and communication technology for the efficient and sustainable use of the resources (Durmaz

and Efendioglu, 2016). For the Unilever it is important to understand this e-environment as with
the help of this they can efficiently undertake their marketing communication, for ensuring and
identifying the presence of the company in the market along with recognisability. It includes
various factors on macro and micro level which can influence the performance of the company
on digital platform. The e-environment that can be used by Unilever for providing their services
on digital platform is:
Macro-Environment Factors: In macro factors the elements are related to external
business environment that has direct influence on the business and its impact cannot be
controlled by the companies but can be managed with the strategies. The analysis of various
elements of this factor is:
 International: In this element those factors are analysed which has international impact
i.e., with change in these factors operations of various companies related to the industry
get influenced. Such factor includes economic factors, legal constraints and cultural
factors. The economic condition worldwide has impact on the operations of the company
such as due to adverse economic conditions various intangible assets of the company are
affected such as brand image due to which the sales of the products and service are
affected (Hiles and Hon, 2016). The vision of the Unilever is to make the people feel
good, look good and to expect more from the company. Due to this the expectations of
the customers from the company is more and this develops a culture within the business
environment of becoming customer focused.
 Country specific: In this factors various economic condition, legal factors etc. are
included but for the particular country. In UK anti-discrimination law for the personal
care products has impact on the products so offered by the Unilever as they have to
comply with its requirements. Along with this the data protection requirement of the
customers also has impact on the Unilever.
 Technology: By adopting various innovations in the services the company can improve
the satisfaction level of the customer and can efficiently comply with the trends. The
Unilever has adopted various improvements in their services such as they have
computerised system of operating which improves their efficiency in serving the
customers. It will make them capable of improving their services to the customers
directly by adopting online medium of serving the customers (Dodson, 2016).

Micro-Environment Factor: In micro factors of e-environment various internal factors of
the Unilever must be taken into consideration such as the suppliers, competitors, intermediaries
and the customers. The impact of such factors can be controlled by the company with their
strategies as they internal factors. The analysis of these factors is:
 Suppliers: Due to presence of large number of customers the impact of suppliers on the
operations of the Unilever is low as they can switch to other supplier easily. In context of
e-environment the lower impact of the suppliers will enable Unilever to effectively
execute their operations.
 Competitors: The competitors of Unilever have major influence on their operation as
they are large in number and can easily imitate their actions and strategies. While
planning for the digital marketing campaign Unilever must consider that due to low
switching cost the customers can easily attracted towards the products and services of the
company. Due to all this the impact of competitors on the e-environment of the company
is high.
 Customers: The customers have most influence on the operations of the company as
with the change in the taste and preference of the customers the company has to change
their policies and strategies. Due to this, the e-environment of Unilever must take into
consideration of customer choice and changes in it so that they can accordingly make
changes it this (Godey, 2016).
With the help of analysis of various factors of e-environment it can be analysed that
Unilever need to focus upon various factors such as customers, competitors so that their business
does not get affected. Also they need to consider various legal implications, cultural changes and
technological changes so that they can comply with such changes for making their business
efficient.
SMART objectives
The aim of the company is to launch a digital marketing campaign that will enable them to
create awareness among the customers regarding their products and services. With this the
Unilever can improve their market share by 15% within a period of 8 months as this will enables
them to attract more customers and to influence them to make purchases by developing better
relations with them.

FORMULATE STRATEGIES
To achieve the objectives of the company it is important for the Unilever to adopt various
strategies. The strategies will facilitate them to identify various actions that they have to take
place to deal with challenges and to manage their operations. Various strategies that can be
adopted by Unilever to accomplish their objectives are:
Digital Market strategy
Digital marketing strategy enables the company to use electronic communicate technology
for promoting their products and services. It includes various plans with the help of which the
business can efficiently achieve their digital goals by adopting various online marketing channels
for promoting their offerings. Such cannels can be paid, earned or owned media (Davis and
Comeau, 2020). The digital marketing strategy includes various elements such as the current
performance of the business, how the resources are allocated for meeting up with the objectives,
what are the preferred options while competing in the market etc. For formulating the digital
marketing strategy the SWOT analysis must be undertaken by the company which is given
below:
Strengths Weaknesses
 The company has strong brand image
due to which they can easily attract
people.
 They have been offering a wide range
of products to the customers with this
they can satisfy the needs of different
customers (Hofacker, 2018).
 The products of the company are
imitable due to which the competitors
can easily affect their sales.
 Lesser diversification in the brand as
they are offering just customer goods.
Opportunities Threats
 They have opportunity to diversify their
business by moving out of consumer
goods industry.
 With a wide variety of products and
better brand image Unilever can focus
upon market development.
 In the consumer goods industry the
level of competition is very stiff.
 The chances of imitation of the
products by the local retailers can affect
their business.

With the help of this the efficiency of the companies is analysed with the help of which
the digital marketing strategy can be developed. Such strategy for achieving the objective is
given below:
 New Customer proposition: With this strategy new features can added on the website of
the company with which more information can be made available to the customer.
 Customer Acquisition strategic Initiatives: By improving the marketing techniques and
undertaking strategic projects integration among different can be established with the
help of which better delivery can be made possible (Chaffey and Smith, 2017).
 Customer conversion and customer experience strategic initiatives: On the sites new
features can be introduced by investing such as online store and more functionality can be
integrated within the existing process.
Various digital marketing concepts that can be used for implementing the strategy by the
Unilever include:
 Blogging\Online PR: In this articles are written and on the basis of which the customer
are attracted towards the products and services of the company.
 Social Media marketing: With the help of this a large number of people can be targeted
through different platforms for communicating with them and listening them.
 Influencer Marketing: In these followers of the company or an endorser is hired to
promote the brand and its products.
The Unilever aims to achieve their better market share with the help of digital marketing
campaign and for this they must focus upon these strategies such as acquisition of the new
customer proposition, conversion and acquisition of new customers with the help of social media
marketing, influencer marketing and blogging.
E-procurement Management
This is the strategy with the help of which all the procurement actives and the
management can be integrated such as requests for the purchases, ordering, authorisation of the
orders, delivery and the payments etc. While implementing the e-procurement it must be ensured
that the performance of each five rights of the purchasing are considered efficiently for
improvement such as delivery is made at the right place, on the right time, of better and right
quality, of right quantity, from right sources. The e-procurement strategy will have various

benefits to the Unilever and for this better suppliers must be identified who can make them goods
available on time as per their demand (Chaffey and Ellis-Chadwick, 2019).
Some of the drivers include: control, with the help of this factors it can be analysed that
how the centralisation can be achieved, standard can be raised for the company, budgetary
control can be improved etc.; Cost on the basis of which different suppliers will be compared;
Suppliers Management need to be considered as with this the number of suppliers can be reduced
by integrating all of them. The strategies that can be used by Unilever for E-procurement are:
 E-sourcing: With the help of this Unilever can identify new suppliers from internet by
gathering information about them and the possibility of operating with them efficiently.
 E-tendering: This is the process with the help of which the suppliers can be identified by
the Unilever as with this they can compare all them on the basis of the quotations of the
prices on which they can offer their products and services along with their information.
 Web based ERP: With the help of this they can make purchases of the goods which are
crucial for the process of e-procurement. It will enable Unilever to manage all their
procurement process with the help of software due to which they could easily manage
their delivery and ensure the availability of the material (Madan and Rahul, 2017) .
IMPLEMENTATION PLAN
Project method
Various project management methods need to be identified by the project managers as with
the help of this they can determine various actions that will enable them in implementing the
project. It offers a sequential and systematic path with the help of which the activities can be
undertaking as per the planning so one by the company. This will facilitate the Unilever in
managing and controlling the actions of the company in effective decision making. Unilever can
adopt Waterfall approach of project management as with the help of this they can complete the
implementation process of the project in different stages by moving step by step and this ensures
effective implementation of the project plan. All the activities of the project are grouped in
different phases which are given below:
 Requirements: In this phase of the model all the resources and documentation are
gathered by the managers of the project. The managers of Unilever will identify all the
strategies that they have planned and accordingly they will determine the requirement of
the project such as for implementing digital marketing strategy they will be using

blogging methods, social media interaction etc. for all this they will develop various
documents.
 Design and Coding: On the basis of the documentation they will design the format of
their marketing campaign such as how and when they want to communicate with the
customers such as by way social media, blogging, influencers than accordingly their
advertisements will be planned and blogs will be written, then the developer will code for
the programs that will facilitate them to procure the suppliers (Setiawan, 2018).
 Implementation: In this phase of the project, all the planning will be implemented such
as the Unilever will develop their campaign in terms of blogs, online advertisement
containing all the information about the products and services offered by them. Such
advertisement and plans will be implemented on the ground.
 Testing: In this phase, all the advertisement and blogs will be tested by the Unilever in
terms of the reactions and the feedback of the customers. With the help of this they can
modify the changes as per their requirement in the initial stage so that they can full the
necessary requirement of the customers.
 Operations: This is last phase in which the project is actually launched in the market so
that they can achieve the objectives so required. With the help of such campaign the
company efficiently create awareness about the products and services among the
customers efficiently. Further with the performance, they can be maintained and
gradually the changes can be introduced in the strategies (Kingsnorth, 2019).
After all the phase are implemented on the basis of the Gantt Chart they can focus upon the
consistently improving their processes. It will make implementation efficient as all the activities
will be pre-planned and detailed but due to this strategies so formulated becomes inflexible. It
will make difficult for them to adopt any change randomly as per the priorities of the
stakeholders.
Activity Plan
In order to implement the project in an efficient manner it is important that various tools
are used so that all the project activities can be completed within a specified period of time and
within the stipulated budget that can help in maximising the quality of outputs so achieved. Use
of Gantt chart can be done so that all the activities that are to carried out in the project can be
aligned against the time scale so that the time which is required to complete each activity can be

known. It also help in determining the length of time each activity will require to complete along
with their starting and ending points which will help in determining the starting and ending point
of the entire project (Zarrella, 2019). This tool can help in the effective planning of the digital
marketing campaign so that all the activities which are involved in the campaign can be
completed with a certain time frame. This can help in managing all the activities in a better
manner so that the campaign can be launched on time that can help in achieving the goals and
objectives of Unilever.
Monitoring and Control
In order to achieve desired results through the digital marketing campaign it is important
that various techniques are used by the company that can help in effectively monitoring and
controlling the activities of the campaign. This will help in making the results effective so that
the products and services offered by Unilever can be promoted thereby attracting a large number
of customers and achieving high level of competitiveness in market (Khmiadashvili, 2019).
Following are some monitoring and controlling techniques that can be used by Unilever:
 Key performance indicators (KPI): It is important that the key factors that can affect the
effectiveness of the campaign are identified so that they can be controlled and monitored
effectively which is important to achieve positive results. KPI help in determining the
quality of outcomes that will be achieved as these help in making the campaign
successful and attracting more number of customers. Choosing of right software, having