Unilever and CAFEPOD: Marketing Insight Report and Strategies

This report offers a comprehensive marketing insight analysis for CAFEPOD, focusing on strategies to expand its customer base. It begins with an introduction to marketing's role in stimulating product demand and then provides a situational analysis of Unilever, the parent company, examining its market position, competitors, and the impact of external factors like the COVID-19 pandemic. The report delves into segmentation, targeting, and positioning strategies, exploring how CAFEPOD can effectively differentiate itself in the market. It further analyzes factors influencing consumer segments, including individual factors such as motivation, perception, attitude, and lifestyle, as well as group influences. The report provides recommendations based on these analyses, aiming to equip CAFEPOD with actionable strategies for customer acquisition and retention. The report concludes with references to support the findings.

Marketing insight

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Situational analyses .....................................................................................................................1
Factors affecting consumer segment ...........................................................................................3
Recommendations........................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is related to the stimulation of demand of demand of product in market by
increasing the number of customers with the help of effective tools and technique. Marketing is
valuable tool for increasing the customer base of organisation because there are many models
and techniques are present in marketing which is helpful for attraction of customer towards the
company. This report is based on providing the insight to the manager of small firm for
increment in customer base of company. The organisation which is chosen here is CAFEPOD
which provides different types of beverages to the customers in regards to the coffee. This report
helps to explore different models and theories which helps to increase the customer base of
organisation.
MAIN BODY
Situational analyses
Unilever is British multinational organisation which operates their business in consumer
goods industry. The management of company operates their business in more than 150 countries
of the world which provides them huge revenue. The management of company are having
diversified range of products such as home care products, skin care products and many more.
The products of company are separated in large number of groups which helps to satisfy the
needs of different types of customers.
The management of company operates their business in consumer goods industry of
United Kingdom under which the number of competitors are less but the level and scope of their
business are very. The competitors like Nestle, P&G and some more. These companies spread
their business in different countries of world which provides them high growth. The marketing of
these companies are developed in such a manner to provide stiff competition which becomes
negative for management of Unilever. It is very important for the management of Unilever to
develop effective strategies so that it becomes easy for them to deal with the competition in
market.
The management of Unilever conducts their business in consumer goods industry of the
market under which different types of customers are targeted by the management. The consumer
group of company are badly impacted due to COVID pandemic which creates many problems
for the organisation. It is required for the company to make effective strategies so that it becomes
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possible for organisation to retain their existing customers and attract new customers. For
fulfilment of the requirement of the business, company is required to us segmentation, targeting
and positioning strategy so that effective differentiation can be made in organisation. The brief
discussion related to this strategy in context of Unilever are given below:
Segmentation, targeting and positioning
It is related to those marketing which is used by the organisation for targeting and
positioning the specific group of customers from the market. This marketing framework provides
many opportunities to the company under which customers can be classified different types of
customers which helps the management to operate their business in effective manner. This
marketing framework enables the management to make effective differentiation of market and
provides them chance to choose group of customers according to the situation (Abbas, Merbis
and Motruk, 2020).
Segmentation :- It is related to those process of marketing under which the whole group
of customers of market are divided into small segments on the basis of age caste, religion, taste,
preference and many more. The customers are divided into segments so that it becomes easy for
company to choose specific segment of customers. The management of Unilever makes the
segmentation of market on basis of age of customers under which different age group customers
are classified in different sections. The segments are below child below 15 years young age and
old age.
Targeting :- It refers to those process of marketing framework under which company is
required to choose specific segment of customers for positioning their product. It is required by
the company to analyse all required segments of market in effective manner and compare them
with products so that chances of failure can be minimise. The management of Unilever chooses
the segment of young age customers under which adults are taken into considerations. There are
large number of health products are present in product portfolio of company which becomes
favourable for customers.
Positioning :- It is related to the process of setting the image of product on minds of
segmented customers. Position includes the process of marketing of products which helps to
attract customers towards product of company (Alam, 2022). It is important for management of
Unilever to develop advance marketing campaign which helps organisation to target minds of
customers. There are different types of digital marketing channels are present such as social
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media, internet marketing and many more. It is important for organisation to have effective and
valuable growth which helps management to popularise their product in market.
Competition is unbreakable part of the business which is required by management to be
analyse so that effective strategies can be developed (Birn and Stone, 2021). The market of
United Kingdom is significant market for business organisation because the large number of
resources and support from public or the private sources. This promotes the development of large
number of businesses which creates stiff competition for management of company.
The management of company deal with the number of organisation in market of United
Kingdom under such as P&G , Nestle and many more. It is important for management of
company to have effective approach towards these companies so that competition provided by
them can effectively be deal. The competitors of the company are having dynamic and
dominating marketing aspect which creates stiff competition which not only impacts the profit
margins of Unilever but also impacts the customer base. Marketing and strategic management
can be the solution of strategic management under which the management of the company
required to have effective approach towards marketing of product. There are many aspects are
present in digital marketing which can be used by the organisation such as search engine
optimisation, internet marketing, social media marketing and many more. The main reason for
success of these methods is the high reach of their customers which helps to improve the
customer base of company.
Factors affecting consumer segment
The behaviour and the preference of customers becomes dynamic in market which is
affected by different factors present inside and outside the organisation. The success of the
products is depend upon the behaviour of the customer because it is an important method which
influence the purchasing power of customers in market (Fahey, 2021). If the behaviour of
customers effectively analyse by company then it becomes easy for them to develop strategies
and product according which increases the chances of growth in organisation in the market. It is
required for management of the organisation to analyse the organisation to have knowledge of
different which affects the behaviour of consumer segments. There are large number of
customers so company requires modern solutions to analyse the market. All the factors affecting
customer preference are classified in into two sections such as Individual factors and the group
factors. The brief discussion related to these factors are given below:
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Individual factors affecting consumer segment
Motivation :- There are different types of needs are present in human being such as basic
needs, social needs, esteem needs, safety needs and many more. The basic and the safety needs
of the customers plays important role for motivation of customers towards any aspect. It is
important for management of Unilever to focus on quality of the products which they have used
to target their customers. The quality of the products are very helpful for promotion of health
needs which enables to satisfy need of safety and also their basic needs of life (Maity, 2020).
This helps company to motivate customers towards their product. It is important for marketing of
product to reflect all health benefits of product which helps to attracts the customers towards the
concept.
Perception :-It is the important factor which influence the behaviour of the customer
because it enables customer to develop effective mindset regarding the product. It refers to those
process under which collects information regarding product and develop effective image of
product which helps them to purchase the product. There are different types of sources are preset
in market due to which customer can get the information of product and advertisement
campaign of company plays important role in this process. It is important for management of
Unilever to have effective and attractive advertisement of their products which helps to attracts
different types of customers. '
Attitude and belief :- The attitude and the belief ofcustomer plays important role for
influencing their behavior regarding the products. All the customers of the market are having
diversified bahaviour and attitude which influence their purchasing decision. It is important for
management of the organisation to have effective approach towards different attitude of
customers which helps to maintain effective and valuable returns (Mazzon, 2019). It is requied
for management of Unilever to analyse the needs and attitude of customers from the market and
develop their strategies according to them. This helps the company to increase their market
share.
Family :- The aspect of family plays important role for influencing the buying behaviour
of customers in the market. It is significant role for any customer to satisfy the needs and desire
of their family because of their love and duty. There are different types of members are present
in family which arise different types of needs and desire. If it becomes possible for companies to
evaluate the family needs of customers then targeting the purchasing power of customers
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becomes easy. It is important for management of Unilever to analyse different needs of family
with the helps of market surveys which helps the organisatiopn to operate their business in
effective and valuable manner.
Life style :- The lifestyle of customers is the domimnating factor for their purchase
decision. As life style of customers includes their behaviour, dressing, foods and many more
which all their decisions are depend upon (Mooney, 2021). Healthy life style is one of the most
and emerging trend of market which is followed by large number of customers due to different
types of natural calamitities. It becomes beneficial for products of company because the new
product range of company is depend upon the health aspect of customers.
Income :- The income of the customer is one of the most biggest and dominating factor
for their preference towards the purchase of the product. The income and the purchasing power
of the customer are having positive and direct relation as income of increases their purchasing
power can also be high. It is important for customers to increase their expenditure which helps to
make structure of market more effective and valuable. It is important for management of
Unilever to analyse the income aspect of customers and provides them product according to them
so that consumner income can positively impacted the organisation.
Saving :- There are large number of customers are present in market which ism highly
influenced about the saving. The aspect of saving plays negative role for consumer expenditure
as the level of saving increases then disposable income of customer decreases. Disposable
income refers to those part of consumer income which is set aside by customers for fulfilment of
their needs. It is important for the success of company product in market that level of saving
decreases which helps to increase public expenditure and positively impacts the purchasing
power of customers (NUGROHO, 2019).
Group influences
All the customers of the market are the members of the society which enables them take
part in different types of groups. The group of members are having different belief, caste or the
preference which influences their purchasing power. Any group becomes reference group when
the individual recognise the belief and tradition and mould their standard of living according to
the required culture. It is very important to analyse the preference of these groups as it helps the
company to develop effective positioning strategy for their product. The nature of reference
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group influence are classified in three forms and the brief discussion relatedt to same are given
below:
Informational influence :- It is related to those nature of the group influence under
which the reference group acts as knowledgeable source for different parts of the customer
decision making process. The influence of the group is targeted by the marketing aspect of
company which provide complete information to members of the group.
Normative influence :- There are many reference group are present in market which
creates different types of norms and regulations for the process of purchasing power of
customers. It is important for the organisation to analyse these norms and belief so that their
decsion can be influence (Patro, 2022).
Identification influence :- The reference group is used to confirm the consumer’s
attitudes, norms and actual behavior. The individual behaves reliable with the group’s norms and
beliefs because the individual’s and the group’s norms, attitudes and beliefs are the same.
Recommendations
 It is recommended to the management of Unilever to develop effective and advance
marketing campaign under the organisation which helps to influence the buying behavour
of customers.
 The use of social media and internet marketing plays important role for making the
marketing effective and competitive.
 The survey of market plays important role for analysing the factors affecting the
cosumere preference so that effective strategies can be developed in the organisation.
 It is important for management of Unilever to established effective technological team in
organisation which helps to promote technological advancement.
 It is recommended to management of company to invest more reseach and development
department which helps to promote the innovation aspect in organisation (Renier,
Dalakas and Melancon, 2021).
CONCLUSION
It is concluded from this report that development of new customer base require extensive
changes in product and marketing strategy of company. This report concludes effective
segmentattion of market which helps to analyse the target customers. It also concludes various
factor which influence consumer behaviour along with different recommendations.
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REFERENCES
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