Strategic Marketing Plan for Unilever's Gelforma Biodegradable Bottle

This assignment outlines a comprehensive marketing plan for Gelforma, a new biodegradable washing-up liquid developed by Unilever. The plan details the product's composition, including its environmentally friendly features and benefits for both utensils and hands. It explores the marketing strategy, encompassing size options, accessibility through retail channels, and the product's unique dual-purpose functionality. The assignment analyzes customer needs, identifying market segments and opportunities for innovation. It also examines Unilever's position as a global organization and the chosen indirect distribution channel. The marketing mix is thoroughly addressed, covering product characteristics, pricing strategies, distribution methods, and promotional activities, including advertising through various media channels. The conclusion emphasizes the importance of a well-defined marketing plan for successful product launches, supported by references to relevant marketing literature.

Biodegradable Bottle for
Washing up Liquid

Table of content
• INTRODUCTION
• PRODUCT
• STRATEGY
• CUSTOMER NEEDS
• COMPANY
• DISTRIBUTION

TABLE OF CONTENT
• PRICE
• MARKETING COMMUNICATION
• MARKETING MIX
• CONCLUSION
• REFERENCES

INTRODUCTION
Biodegradable Wastes are those wastes which includes organic wastes that could be broken
down into carbon dioxide, water, methane or simple organic molecules such as by
anaerobic digestion, aerobic digestion. Examples are related to human and animal excreta,
plants like rubber, paper, wood, leaves, cotton and wool and many more which are good
examples of biodegradable wastes.

PRODUCT
Gelforma is the new product developed by Unilever which contains Sodium Chloride,
Sodium Lauryl Sulfate, Cocamide DEA, Fragrance, Ammonia Solution, Sodium
Hydroxide, Citric Acid and Sodium Hypochlorite. This product is useful for cleaning the
utensils as well as the hands also. It will not impact rough on the skins which other products
does. It includes some other features as well in comparison to cleaning agents.

STRATEGY
Size: Unilever will provide their customers with this product in different sizes such as half liter bottle
pack and 5.5 ml sachet packs. These sachet packs will help the customers to know about the quality
of Gelforma provided by Unilever.
Accessibility: Gelforma will be available to the customers from the nearby retail stores and outlets
which will assist the customers with the necessary information which they need regarding the
products of Unilever.
Distinctiveness: It is related to the dual quality provided in this product by Unilever which is not only
used for washing utensils but also for washing hands as well.

CUSTOMER NEEDS
The company do have an opportunity as there are no products in the market having such
features in them. As it is important to do something different from that of others in the form
of innovation. The customers are segments on their size, geo-demographic and psycho
graphic basis. On the basis of geo-demographic, the customers are divided according to
their age and occupations such as the females whether home makers are using their personal
use or it is occupation of those females.

COMPANY
Unilever is an organization which is operating at
global level and deals mainly in cleaning agents and
home and beauty care products. It have good image
and market share so this is an opportunity to provide
the customers with some different product that could
help in growing organization's income and revenues.

DISTRIBUTION
The distribution of the new product will be done in many ways but the most suitable and
preferred for this product is with the help of Indirect Channel of Distribution. It will be
helpful to provide the customers with products and services by including retailers as they
are in knowledge with the needs and demands of customers and the qualities and features
which they want in the product and service.

PRICE
Price can be defined as the amount which is charges
by the seller for the transfer of ownership to
customers of the product or service. The pricing
objectives are described as under:
• To retain and increase the market share.
• To achieve competitive position in the market.

MARKETING COMMUNICATION
In order to communicate with the target market
of Unilever, the organization will make use of
Advertising as with the help of this media
only, it will be possible to reach most of the
customers even at a single time which will help
in increasing the brand awareness of the
products and services of Unilever.

MARKETING MIX
• Product: Product has been made according to the needs of customers and have various
characteristics such as two in one quality of the product which has been as an innovation
in the product.
• Price: Unilever will make use of Economical Pricing Strategy for the sales of the
products in the market, with the help of this strategy it will be possible to the company to
attract new and potential customers of Unilever in the market.