Foundation Degree Business Marketing Plan: Unilever Strategy

This report details a marketing plan for Unilever, a global consumer goods company. It begins with an introduction to marketing plans and their importance in driving sales and revenue. The report includes a SWOT analysis, identifying Unilever's strengths (iconic brand, global presence) and weaknesses (imitable products, retailer dependence). It also explores opportunities like business diversification and innovative product development, along with smart objectives. A PESTLE analysis examines political, economic, social, technological, and environmental factors influencing Unilever's performance. The marketing mix, including product, place, promotion, and pricing strategies, is thoroughly discussed. The report concludes by summarizing the key findings and emphasizing the importance of the marketing plan for Unilever's growth. The report references various books and journals to support its assertions.

Principle of Marketing

Table of Contents
Introduction......................................................................................................................................2
Marketing plan.............................................................................................................................2
Conclusion.......................................................................................................................................4
References........................................................................................................................................6
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Introduction
The following report demonstrated about marketing plan. Marketing plan is a detail report which
refers to advertisement strategy of the company (Akuamoah, 2017). It also helps the company to
measure the marketing efforts to increase the sales and revenue of the company. In this report
company called Unilever has been discussed. Unilever deals in various products such as good
product mineral, water purifier, personal care and beauty products etc. This report provides
marketing plan for this company.
Marketing plan
SWOT analysis
Strength
Unilever is one of the oldest and iconic brands and therefore this is one of the biggest strength of
this company (Rabu, 2019). Apart from this their internal strategic factors such as human
resources production process investment also the biggest strength of the company. Apart from
this being one of the oldest brand it has win the hearts of consumers by continuously providing
them high quality products therefore this company has strong Global presence as well.
Weakness
Unilever has some weakness which limits the growth of the company. One of the biggest
weaknesses of Unilever is that its products can be imitable easily. Competitors and new entrants
in this market can easily imitate the products of the company. Apart from this you need liver is
totally dependent on its retailers which can the overall profitability of the company.
Opportunities
Unilever has lot of growth opportunities in the entire consumer goods market because this
company is dealing on global level (Deep, 2017). Business diversification is one of the
opportunities which is available to Unilever. Apart from this company can produce innovative
products in health and care for the conscious consumers. Apart from this company can go for
market development as well.
Smart objectives
 To introduce organic and skin friendly shower gel up to the year 2021
 To increase the sales of organic and skin friendly shower gel by 60% at the end of 2023
Pestle analysis
Political factor
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The political landscape will impact the performance and profitability of Unilever (Priti, 2021). In
many countries political stability will help the company to sell its new product which is organic
and skin friendly shower gel. But in some countries especially in the European Union the
government has make strict taxation policy and tariff laws which makes difficult for the
company to sell the overall products.
Economic factors
Different countries have increased wages especially it is present in developing countries and
therefore it provides an opportunity for Unilever to earn high profit by selling the new products
in the market (Chaffey and et.al 2017). However this factor can become a threat for the company
as well because company need to make various expenses on the manufacturing and they have to
pay wages as well. Apart from this economic stability is of developed country is also impact the
growth of the new product because there is a lot of competition which creates a hurdle for
Unilever.
Social factors
As the interest of consumers are continuously increasing for healthful products. Unilever is also
offering organic and skin friendly shower gel so this factor will work in the favour of the
company.
Technology
Unilever always believe in using advanced and modern technology so that they may provide
more quality product at affordable prices to their consumers (SOE, 2020). For that Reason
Company is continuously investing in the research and development department they may know
the latest trend of the market.
Environmental factors
The increasing interest and business environment and is one of the opportunity for Unilever to
run various environmental programs so that they can attract new consumers who are concerned
for the protection of environment. That these companies running various sustainability programs
and continuously working for the Welfare and development of environment and are not using
harmful products which provide harm to the environment.
Marketing mix of Unilever
Product
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Unilever has been present in the market for many years therefore this company has broad
category of products and has over 400 brands (Goffin, 2017). Unilever deals in foods
refreshment such as beverages, ice-creams, home care products, personal care products etc.
Apart from this Unilever sale various products such as: laundry detergent, dishwasher and home
care category.
Place
Unilever operates on global level and therefore this company has extensive reach (Melton. and
et.al 2017). Is company selling their products with the help of retailers as one for example
Flipkart and Wal-Mart is one of the biggest retailers of Unilever? On the other hand company
sell their products with the help of their online website as well.
Promotion
Due to the high degree of competition in the Global market Unilever need to focus on
promotional strategies (Kuncahyo 2020). Hence company is providing advertisement and
conducting various product Promotion but this company focuses on personal selling and direct
marketing. Apart from this Unilever started marketing and promotion on social media as well.
Pricing strategy
Unilever focuses on using market oriented pricing strategy to get good position in the market.
Apart from this Unilever also uses competitors pricing and premium pricing strategy as well so
that those people who can afford products of Unilever and one high quality then Unilever uses
premium pricing strategy as well (Carvalho, 2020). From this when Unilever wants to create a
market in the favour of their products in such situation they were used as a competitive pricing
strategy so that they can provide high quality products at cheaper and affordable prices through
which Unilever can create a large consumer base for their products. With the help of this strategy
Unilever can become the competition for the local companies of these countries. Apart from this
company occasionally sell its products on discount.
Conclusion
Analysing the entire report it can be concluded that is report focuses on marketing plan of the
company. In this report SWOT analysis of the company has been discussed so that companies
can overcome their weaknesses and uses the available opportunities. This report also provides
smart objectives of the company. Pestle analysis has been discussed in detail so that company
can know which factors are affecting their profitability. Apart from this marketing mix for the
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company has been defined through which company can know how much effort they have to put
more so that they can get good growth and profitability.
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References
Books and journal
Akuamoah, K.N., 2017. Strategic marketing plan for Obrapa Money Lending Limited.
Carvalho, A.M.A., 2020. The proposed acquisition of Danone by Unilever (Doctoral
dissertation).
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Deep, M.M., 2017. Media planning of Unilever.
Goffin, K., 2017. Sustainability and new product development. In Cranfield on corporate
sustainability (pp. 105-118). Routledge.
Kuncahyo, S.D., 2020. StrategiBisnis Sustainable Living Plan Unilever Indonesia (Doctoral
dissertation, UniversitasMuhammadiyah Surakarta).
Melton, A., Damron, T. and Vernon, J., 2017. A Marketing Strategy from Corporate Social
Responsibility: Lessons from Unilever and Coca-Cola Enterprises.
Priti, C., 2021. GREEN MARKETING: AN EVOLVING PHENOMENON. International
Journal on Recent Trends in Business and Tourism (IJRTBT), 5(2), pp.25-31.
Rabu, R.J., 2019. The study of the shopper marketing activation process of Unilever Bangladesh
Limited.
SOE, Z., 2020. An Analysis of Strategic Marketing Management on Organizational
Performance (Doctoral dissertation, SCHOOL OF BUSINESS, SIAM UNIVERSITY,
BANGKOK, THAILAND).
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