Marketing Essentials Report: Marketing Mix and Unilever Strategies

This report provides a comprehensive analysis of marketing essentials, focusing on the application of marketing principles within Unilever. The introduction outlines the importance of marketing in understanding customer needs and achieving business objectives. The report delves into the key roles and responsibilities of the marketing function, emphasizing market research, communication, sales support, and product development. It then explores the interrelationship of marketing with other organizational departments such as operations, finance, HR, and IT. The core of the report compares Unilever's marketing strategies, including product, price, place, promotion, physical evidence, people, and process, with those of Johnson & Johnson. The analysis further examines the tactics employed by companies to achieve business objectives. The report concludes with a discussion on marketing mix elements and the importance of marketing planning for business success.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1 Explaining the key roles and responsibilities of the marketing function...............................1
P2 Explaining how roles and responsibilities of marketing relate to the wider organizational
context..........................................................................................................................................2
LO 2.................................................................................................................................................3
P3 Compare the ways in which different organization apply the marketing mix to the
marketing mix to the marketing planning process to achieve business objectives......................3
LO 3.................................................................................................................................................6
P4 Produce and evaluate a basic marketing plan for an organization.........................................6
CONCLUSION..............................................................................................................................12
References......................................................................................................................................13

INTRODUCTION
Marketing is the most essential concept that raise the new ideas for the business to
analyse the needs of their potential customers and make efforts to satisfy those needs. Marketing
department is one of the most essential function of the company that also satisfy the needs of
customers as well as the organization. Therefore, marketing department also satisfy the
marketing business strategy that meet out the needs and goals to better motivates the
performance outcomes. Present study will be base on Unilever where the research will explain
the concept of marketing. Besides, In the further task research will be explaining the key roles
and responsibilities of the marketing function. In other words, study also justifying how business
can explore the various elements of the 7P's marketing mix in marketing panning.
At the end of the segment, study develop a marketing plan for the Unilever in order to
gain the more customer attention.
LO 1
P1 Explaining the key roles and responsibilities of the marketing function.
Roles and responsibilities of marketing function is relatable to growing business revenue,
increasing market share and also helps to obtaining and increasing the growth and profitability
(Armstrong, Kotler, Harker and Brennan, 2018). The main essential component and key role of
marketing manager is to control the sales volume and understand the needs and requirements of
the customer. There are given some following roles and responsibilities of marketing manager in
the following marketing functions.
Market Research : Marketing manager is responsible to consider marketing activities in line
with overall company. This function helps Unilever to enhance the market share in specific
market sector. For example : In order to get entered into the new market. Marketing manager
initial analyse the market needs and gathered all detailed information. Marketing research also
enable to find opportunity and threats for the company. In other words, department also carry out
the competitive positioning and strategies to better plan (Brannen, Piekkari and Tietze, 2017).
Communication and promotional materials : To communicate promotional strategies and
company marketing campaign. Marketing manager should responsible to spread the product
awareness and put marketing efforts. To gain the different objectives and goals. This would help
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to better understand the opportunity and task. Marketing manager is responsible for adverting,
develop a e-mail, marketing programs and create a promotional content for the company.
Sales Team and Support : another function of marketing is to give support their subordinates
and employees in order to gain the business opportunity and develops the new marketing plan
and better understand opportunity (Burns, 2016). Cooperation between the sales and marketing
departments can improve sales performance and productivity of employees. The marketing
department can provide sales team with high quality leads by running different campaign.
Internal & External product development : Internal and external product development is the
another responsivity of marketing function to grow the business opportunity. In other words,
marketing manager try to innovate new services or introduce new product idea for the business.
Understand and listening customer needs : this is the another function which has been performed
by the employees of the marketing activities in order to meet out the business opportunity and
gain (Cottrell, 2017).
P2 Explaining how roles and responsibilities of marketing relate to the wider organizational
context.
Marketing department is the function which interlink with other department. That must be
required for the business organization. On the other side, it also very essential to understand the
need of other requirement that contains the business functions and opportunity.
Marketing Interrelationship with operation management.
Marketing department interlink with operational activities in order to closely understand
the adequate research and development is planned to satisfy the current and future customer
needs. Marketing manager required to understand the same essential potential market
opportunity with operation management such as to better understand the quality and design
specifications laid down by the consumer (Douglas, 2019).
Finance Department interrelationship with marketing activities
Marketing department should need to closely work with finance department in order to
fulfill the financial needs. Along with that, Marketing manager required to get touch with finance
manager in order to pass the marketing budget in order to accomplish the promotional,
distribution and research skills. However, finance department is the most crucial function for all
other department in order to meet out the business functional opportunity and goals.
Human resource department interrelationship with marketing activities
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Marketing manager require a efficient employee for the sales activities. For that concern,
Marketing manager required to connect with Manager to find some productive talent (Hill,
2017). Besides that, Marketing manager also consider HR department for meeting the production
targets, create an ambitious and competent sales team and Research and development about the
new product or services.
Marketing department interrelationship with IT
Marketing department interconnected with Information technology in order to grab the new
digital technology which is better for the promotional activities. There are many tasks in
marketing which includes the need of information technology in the context of business
development. In order to accomplish that, Marketing manager needs to have the interrelationship
with IT department.
LO 2
P3 Compare the ways in which different organization apply the marketing mix to the marketing
mix to the marketing planning process to achieve business objectives.
In business world, it is very vital to examine the competitive position in the existing
market before setting and innovating some new product in the market (Hitomi, 2017). Such as In
order to measure its own performance Unilever can compare its marketing strategies with other
competitors in order to plan its own marketing planning and needs.
Marketing Mix Unilever Johnson and Johnson
Product Product is the core element of the
business through company gain the
profitability and market share
within the market (Kerzner, 2017).
Unilever deals with consumer
goods business through the years
with more than 400 brands. Besides,
company offers food, Refreshment,
Home Care & Personal care product
or services with the best standard of
Johnson & Johnson are basically in
three main categories
pharmaceuticals, medical devises &
diagnostics and consumer health
care. The mainly focus of the
company is on the target market
that affect the business into
different aspects.
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quality as well.
Price Price is the another marketing mix
element that attract number of
customers towards the product or
services. Unilever adopts the
competitive pricing strategy that
better controls for the organization.
That better understands the best
following result outcomes. Its
pricing strategy is mainly
competition oriented and it also
offers discounts from time to time
push sales.
In the context of pricing Johnson &
Johnson strives and set their net
price increases for health products
within the consumer price Index
(Lovelock and Patterson, 2015).
Place Unilever operate its business
throughout the world in order to
reach the customer target. Place is
the mix that interpret the following
developing task. In order to pass the
product or services company also
motivate the business objectives
into more reliable manner. Through,
a special manner (McDonald,
2015). It is a mix of traditional and
modern channels like retail and
efficient rural supply chain.
Place is the another company that
sell Johnson & Johnson products
through different channels. Such as
whole-seller, distributors, etc.
Promotion Unilever uses both traditional and
digital media for the promotion of
its brand. Unilever promote their
product or services. In other words,
study also explained activities and
Promotion strategies adopted by the
company is discounts, special offers
coupons such as baby care and
contact lens etc. Johnson & Johnson
is the most leading company which
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following different goals. Apart
from that, company also engaged
with highly equipped digital
technology that explored the
business outcomes (Mishra and
Modi, 2016).
is already situated at the very good
place in order to meet out the best
productive outcomes and different
aspect of the business.
Physical Evidence Unilever explore different unique
physical evidence such as distinct
product packaging, logo, signs,
brochures etc. All such, issues and
circumstances will impact the
overall performance and goals.
Somehow it impacts the business
target performance.
Physical evidence of the company
is very distinct such as its baby
products, New Brunswick, Johnson
& Johnson Plaza etc. all such new
material or products are majorly
focus on the new outcomes and
goals.
People People define the company
employees. How well they
performed their task and duties
towards the company commitments
(Peng and et.al., 2016). However,
the employees are highly engaged
and well qualified in Unilever.
People William C Weldon is the
chairman and Chief executive
officer that play a major part within
the organization. It controls the
global operation of the business and
look for the new changes and
development deals.
Process Process is the procedure that
mechanism and flow of the
activities by which the services are
delivered and make the best the
highest results.
Process of distribution is plan that
contains the systematic procedure
of the company that contains the
business deals. For example
Johnson & Johnson operates more
than 250 places in local areas in
order to meet the customer needs
and wants (Punjaisri and Wilson,
2017). However, the business
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objectives are certainly measuring
the good objectives and task to gain
the final outcomes and growth.
Different tactics that company adopts to achieve the business objectives
The aim of the management is to steer a business enterprise toward well-defined
objectives. It explores the business aim objectives that disclose the expansion strategic goals that
makes understand the final aims and objectives (Romiszowski, 2016). In order to implement the
business aims and objectives it is required to better understand the goals' opportunity that better
understands. Along with that, it certainly grows the business opportunity to analyse the aims and
objectives. Senior elements that grows the business opportunity and gain with certain period.
Specific elements of the business objectives has to be certainly underestimated the business
opportunity gain. It helps to understand the opportunity and business gains and objective goals.
However, Unilever business uses some tactics and strategies through company can better
implement the study outcomes (Tzokas, and et.al., 2015).
Business goal is the tactic that helps to accomplish the company aims and objectives. Final
destination motivates business to implement the set strategies and tactics business opportunity
and gain. Goal setting emphasizes that goals setting is a three part process. That also applies you
have to do more than set goals.
Marketing business strategy is the another tactic that can help organization to meet the business
aims objectives. Unilever has providing different marketing campaign that can also be the most
helpful way through company gain its outcomes and productive performance. It manage the
work opportunity and develop the effective performance task.
LO 3
P4 Produce and evaluate a basic marketing plan for an organization.
Executive Summary
Unilever develops the new organic baby shampoo in the market. This marketing plan
justifying the market segments and the strategies. That overlook to the big management issue
system. New marketing plan is positively work for the highest management goals along with the
highest management goals (West, Ford and Ibrahim, 2015). The focus of the plan is to develop
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the new product in the market along with some unique strategies. In order to launch the new
business. In order to launch the new product. Unilever has been conducted the market analysis
with the help of SOSTAC model.
S-Situation Analysis.
Porter's Five forces
Competitive Rivalry (High) : The level of competition is very high for the company that
operates the business into high performing level. This source of porter reflect the external
analysis model that affect the business into direct manner. In the consumer market, High number
of firms are strongly consists in the market which might be the threat for the company
organization (Wickert and et.al., 2016). On the other side, high aggressiveness of firms is also
very string which is the difficult for the company to sustained.
Bargaining Power of Customers/Buyers (High) : Unilever business and industry environment
depends on the response of consumer to its products. The force of buyers on the company is
very high. In order to sustain the customer interest level Unilever should need to address external
factors and requirement of the market. The switching cost of the customer is high or the high
quality information as well.
Bargaining power of Suppliers (Moderate) : Bargaining power of supplier of Unilever is
moderate. It reflects the improper system and affecting the level of supply available to firms.
This section of the five forces analysis presents the influence of suppliers on companies. That
moderate force of the bargaining power of suppliers on Unilever (Willis, 2018).
Threat of substitutes or Substitution (Weak) : The threat of substitute product is very much
useful and leading business opportunity. That better understands the opportunity that better
understands the opportunity and leading business opportunity and gain. This helps to better
understand the opportunity. For example : This condition makes the Unilever products more
attractive than substitute. This work better understand the opportunity and understand the high
opportunity and gain. Besides that, it better understand the high opportunity and gain.
Threat of New entrants or new entry : Unilever competes with established firms as well as
new firms in the consumer goods market. This section of the five forces analysis considers the
influence of new firms on the industry environment (Willis, 2018). The following external
factors that creates the weak force of the threat of new entrants against Unilever.
SWOT Analysis
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Strength
 Unilever is the big brand that consists within the market or in the consumer goods
industry. This strength of the company motivates the business and penetrate into the
business opportunity (Armstrong, Kotler, Harker and Brennan, 2018).
 Unilever has different product mix and high economies of scale.
 It has a strong global market presence which is the most the highest strength of the
company.

Weaknesses
 Unilever has imitable products in nature.
 It has limited business environment diversification.
 Dependence of Unilever relies on the suppliers that limits the business and degrade the
innovation and enhanced the marketing efforts.
Opportunity
 Unilever has scope or opportunity of product diversification that restrict the business
opportunity gain(Brannen, Piekkari and Tietze, 2017).
 Product innovation for health is the another opportunity for the company development.
 Market development is the another scope for the business growth and sustainability.
Threat
 It has face tough competitive position in the market which also exist around the
competitive rivalry situation.
 Product imitation is the another threat for the business that unmanaged the working
threats and gain.
 Another threat for the company is increasing the popularity of retailers which is house of
brands.
O- Objectives “SMART”
Specific- The foremost element of objective is that aim of the company should be very specific.
For example: Organic Shampoo has to be the best goal of the company. For that Unilever specify
the reason why they have taken this new product (Burns, 2016).
Measurable- Measurable goal has a starting point as well as finishing point, and they are
indicators of the quality of the efforts to be made.
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Accurate- Accurate term refers the product acceptability within the business. Customer
acceptability is the important fact that should be abided by the company in terms of suitability
goals. Organic Baby shampoo would be acceptable from the customer in the future (Cottrell,
2017).
Reliable- Relevant taken into manner that practical situation and should be involved within the
business success. Rea liable situation of the business should be considered the important
essential task performance.
Time- Time is the another element that focus on the deadline of the project that continues the
work and ensure the availability of the final outcomes. Time is the specific deadline within
company has to accomplish their work.
S- Strategy.
PESTLE Analysis
Pestle analysis of Unilever can be done in following ways:
Political Factor: Political factors can strongly impact the Unilever’s product performance and
this factor can bring both opportunities and threats to the company for example political stability
of the country is an opportunity for the organisation (Kwarteng, 2015). On the other hand
political issue with European Nations can pose a threat.
Economical Factors: High growth of developing countries can pose an opportunity for the
company but increase in wages in developing countries can pose a threat.
Social Factors: Social factors pose opportunities for the organisation like rise in health
consciousness raising standards of living is also an opportunity.
Technological Factors: Rise in automation of business is a threat for the company and decrease
in cost of automation is advantageous for Unilever ((Armstrong, Kotler, Harker and Brennan,
2018).
Legal Factors: Unilever has an opportunity to enhance its corporate image by complying the
legal factors of the country which can help the organisation to carry out business smoothly.
Environmental Factors: Raising the interest in business environmentalism can prove beneficial
for the company and increasing its efforts for sustainability is also can opportunity for the
organisation.
ANSOFF MATRIX
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