Marketing Plan Analysis for UNICEF: Strategies, Challenges, and Ethics

This report provides a detailed analysis of UNICEF's marketing plan, examining its strategies, organizational capabilities, and ethical considerations. The assignment begins by defining marketing planning and its evolution, highlighting the shift towards digital strategies and the importance of satisfying consumers. It then evaluates UNICEF's organizational capabilities, including its strengths (like HIV/AIDS programs) and weaknesses (such as marketing plan), alongside opportunities and threats. The report explores techniques of organizational auditing, including PESTLE analysis, and assesses how external factors influence UNICEF's marketing plan. It identifies major threats to marketing planning, such as lack of clear ideas and organizational barriers, and suggests steps to overcome these, like using new technologies and expanding business operations. The report also discusses ethical issues in marketing, such as selective marketing and gender discrimination, and examines UNICEF's responses, including its commitment to social, environmental, and moral practices. Overall, the report provides a comprehensive overview of UNICEF's marketing efforts, challenges, and ethical considerations.

Marketing Planning

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
1.1 Changing perspective in marketing planning........................................................................1
1.2 Evaluating organisation capabilities in developing future marketing plan...........................2
1.3 Techniques of organisational auditing..................................................................................2
1.4 Auditing of organisation capabilities in relation to affect of external factors.......................3
TASK2.............................................................................................................................................4
2.1 Major threats to marketing planning.....................................................................................5
2.2 Steps the organization take to overcome barriers of marketing planning.............................5
TASK3.............................................................................................................................................6
COVERED IN PPT.....................................................................................................................6
TASK4.............................................................................................................................................6
4.1 Ethical issues in marketing planning and their influences...................................................6
4.2 Response of the organization to the ethical issues................................................................7
4.3 The ethics of the consumer and their influence on the market planning..............................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing planning is process of identifying a group of activities that are being utilised
by company in order to express his ideas and business products in front of customers and
marketing effectively. This planning defines various strategies that are developed by organisation
in order to sale their product and services (Chaffey, Smith and Smith, 2013). This helps in
managing activity of sales and promotion within budget control.
In this assignment various techniques are defined in order to design and effective
marketing plan by UNICEF. This is charity group is engaged in taking care of small children.
The organisation implemented various strategies and marketing plan in order to reduce different
barriers and also spread awareness among society people about their welfare services for
children. This charity group is non governmental organisation and resolve different ethical issues
efficiently through developing effective marketing plan.
TASK1
1.1 Changing perspective in marketing planning.
Marketing planing can be defined as development of various strategies and activities
which conclude in the company policies how they express their products in front of consumers.
UNICEF is United Nation International Children Emergency Fund non profit organisation who
collects money from society people and help the children to live better life by providing them
food, education, hospital services etc. Marketing planning trends are changing now a days at
faster rate. Traditionally people are engaged in spreading awareness through world of mouth but
now companies are involved in developing various promotional plan like use of social media,
Television advertisements etc. By utilising new technology in marketing plan, firm can
effectively promote their products and services (Chang, Park and Chaiy, 2010). The definition to
4 P's of marketing also changes and the strategies of marketing is more dependent on increasing
utilisation of company product more efficiently through satisfying them appropriately.
UNICEF collects fund through “trick or treat” promotional scheme which involves
children to collect money from houses. This also helps in spreading awareness about their
services and helps in achieving marketing objectives effectively. Traditionally companies are
involved in adopting Push strategies in marketing plan. While today it is believed that firm can
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also implemented Pull techniques in order to attract customer towards them through effective
promotional campaign and developing good brand image.
1.2 Evaluating organisation capabilities in developing future marketing plan.
Organisational capabilities helps in developing market plan to large extent. As these
capabilities are the reflection of strength of firm which helps in developing brand image in
market (market planning. 2017). UNICEF is non profit organisation that works for children
welfare by educating them, helps in children survival and protection etc. The various capabilities
of charity group United Nation Children Emergency Fund are defined below.
Strength Weaknesses
 HIV and aids curing and children
protection functions are key strategies
for organisation.
 Effective communication in firm.
 Effective service delivery to child.
 Weak marketing plan
 Lower funding availability
Opportunities Threats
Company can expand its services in various
areas.
Implementation of new technology in
marketing strategies
Change in political policies.
ethical issues related to welfare activities.
Custom,er ethics also an threat for marketing
plan development by UNICEF.
The capability charity group lies in its financial and ethical capability. The firm
functioning should be ethical in order to achieve loyalty from consumer that bring relatability
with company. Technological capability also bring more efficiency in marketing plan.
Development of various technological use in promotional campaign and marketing media like
use of social media for promotional of UNICEF activity.
1.3 Techniques of organisational auditing.
Organisation auditing can de defined as identifying various mistakes and opportunities
that are achievable nearby the activities of firm that will help in company goals effective.
Auditing defines various techniques implementation in order to identify strength and weaknesses
of organisation to grab opportunities that are available for their growth (Donnelly and et. al.,
2012). Auditing involves carrying out an intense analysis of factors affecting its capability and
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strength. The affect of external factors over organisation marketing plan can be analyses by
company audit report by carrying out pestle analysis. Following analysis is described below.
Political factor: These are the aspect which largely influence an organisation functioning.
Government always motivates firms who are working for welfare of society. Government
provide source of funding for such organisation and develop various policies in order to bring
relaxation in taxation in revenue generation of these firms.
Technological factor: Technology largely impact on marketing plan. The new software
can helps in bringing efficacy in processes. The UNICEF organisation collects funds from
country people that is to be regulated and recorded appropriately to make effective use of money.
This can be achieved by adopting advanced software in their functioning (Goeldner and Ritchie,
2012).
Economical factor: These factors and changing exchange rates largely influence
marketing strategies. As the consumer preferences and market growth and availability of fund in
country largely affected by economical condition of location.
1.4 Auditing of organisation capabilities in relation to affect of external factors.
Organisational capabilities of UNICEF is that its is an non profit organisation and
carrying out its business operation ethically. Strength of organisation is that it is an international
brand working in about 190 countries of world and having good brand image in providing a
proper care to children. Marketing planning us influenced by external factors that can be handled
by capabilities of firm. Marketing plan is developed by organisation should be reflection of
strength of UNICEF and its operational features. Company is engaged in collection of fund in
order to provide eduction and care to children (Hollensen, 2015). So, promotional planning of
following services include development of various strategies in order to counter affect of
external factors like political, economical and technological factors. These factors affect
implementation of marketing plan in practice. So, organisation should comply with economical
and political conditions of country in order to achieve various marketing goals. United Nation
Children Emergency fund is engaged in spreading awareness in society people through “Trick
and Treat” marketing plan to collect large amount of funds for organisation. This involves
participation of children of charity groups to give them better life. This NGO is also engaged in
providing care to HIV and AIDS suffering people and also provide protection of newly birth
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children and decrease gender differences in society. This the main objective of marketing
strategic development of respective firm.
TASK2
2.1 Major threats to marketing planning.
There are many barriers while formation and preparation of a market plan, due to which
the strategy is not conducted smoothly. Some of these problems arising while development of a
plan are as follows:
 Lack of ideas and plans: There is often a deli ma of understanding the difference
between tactics and strategy. This confusion leads to time taking in the decision making
and causes hindrance. Another factor that leads to obstruction in planning of market is the
isolation of marketing functions from allowing operations (Khan, 2014). Sometimes no
access to knowledge about the present scenario of the market tends to lead in lacking of
proper analysis of market, thus results in in efficient formation of idea.
 Misunderstanding of concepts: There is sometimes great confusion between the terms
of marketing segment that is market function and its concept. Since both are relatively
close to each other, people tend to misunderstand its meaning.
 Organizational barrier: A barrier known as the organizational barrier is also an
important reason is to why the company cannot construct an ideal plan.
 UN-Organized manner of working: Working in an organized manner is essential to
create a good marketing plan, but at times there are situations when the company do no
work systematically then this could lead to chaos in the market place.
2.2 Steps the organization take to overcome barriers of marketing planning.
There can be many reasons for hindrance in the market planning and inefficiency of the
executing that plan in real world scenario. The steps that need to be taken for getting rid of these
barriers are:
 Use of new Technologies: Firstly the company should use better technologies that would
help in improving the efficiency of the company (Li and Li, 2010). The latest ideologies
that can be used will make the company go on an upper hand than its competitors.
Technologies in the market will facilitate the workers of the cited company to work easily
and smoothly. Also this will help in attracting the minds of the customers.
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 Expansion of business: Secondly, the cited firm has to think of ways of expanding the
business in various parts of the world. This can cause the UNICEF organisation to have a
larger audience and targeted people in wider areas.
 Improving human resource :Thirdly, the industry should focus on improving their labor
effort by concentrating on human resource improvement (Li and et. al., 2011). By
encouraging the workers in the job field can lead to better performance from them which
will ultimately cause to accomplishing of goals of the cited company.
TASK3
COVERED IN PPT.
TASK4
4.1 Ethical issues in marketing planning and their influences.
Ethical issues occur in the marketing field because of arising of conflicts and lack of
agreement of people on any specific topic. Usually in a market there is a set of opinion of parties
participating in the market fest. Their different expectations and contrary views about any issue
can lead to contradiction and conflict between the companies. There is certain expectation of the
marketing transaction that need to be carried out while having business in the real word. This is
known as the ethical policies of carrying out business relations (Liu, 2012).
 The UNICEF company has witnessed some resurgences with the excessive use of internet
and social media now a days. In present scenario there are many possible ways to carry
out connection between companies and customers.
 All the information is just stored in the computer database and can be fetched at any time
required by the user.
 Some times carrying out marketing strategy of the company have some serious
repercussions, thus it is likely for cited organisation to understand the importance of
having ethical issues to be managed hand in hand wile designing the policies of its
planning.
 Selective marketing can be one good practice of doing marketing research in case of
accomplishing the demands of the users (Meidan, Moutinho and Chan, 2015).
 Promotion of any product by discriminating the gender can lead to many serious issues
for the company, so this needs to be minimized.
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4.2 Response of the organization to the ethical issues.
UNICEF company basically keeps up with the social, environmental and moral needs for
carrying out procedures of marketing plan.
 The response of this company to the ethical issues can be seen as they hire people as staff
and treat them very nicely.
 They ensure recycling of waste products so that citizens can the best quality of items and
also to maintain their hygiene (Moutinho, 2011).
 The UNICEF company also practices of maintaining transparent relation with the dealers
and suppliers to ensure fair practices in the competitive world.
 While providing best quality services and products to the customer, they also need to
ensure the price distribution of the items. It should be logical and reasonable. Only then
the ethics would lead to more customer attraction in the company.
 Responsibility of the company is not limited to maintaining products and service quality
or by ensuring customer attention. They also need to cultivate an company culture and
environment that could encourage more and more workers and employees to work for the
benefits of the industry (Musibau, Oluyinka and Long, 2011).
 All the working employers in the organization should be treated with equal courtesy and
respect, and partial privileges should be given to the any individual.
4.3 The ethics of the consumer and their influence on the market planning.
Enhancing consumer power and trend of consumer concentric firm has enabled the
consumers to limit and affect business development and success. These powers are used in an
adverse manner so that the business cannot grow in an effective manner so that the firm can get
the competitive advantages cannot attained by the rivals. The UNICEF firm is need to frame the
strategic policies in a manner so that the business can comply the consumer ethics so that they
could fulfill the objectives of the cited firm (Nijssen and Frambach, 2013). There are certain
tools which are used by the company in order to get the ethical code of conduct. However,
consumers misused that affects the overall markets. Some of the adverse affects have been
defined hereunder:
 Warranty deception: Claiming warranty on the products that were not offered for goods
that were not buy with the tempering.
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 Return on Commodity: Customers are drastically and intentionally revert the goods
after using it, although the products have no faults.
CONCLUSION
From the above report, it can be concluded that United Nation International Charity Fund
(UNICEF) is involved in ethical development of its marketing plan in order to deliver their
services to children in need efficiently. Consumer ethics plays an important role in planning a
market plan for organisation. Various auditing techniques discussed in this report helps in
calculating associated risk and cost with the marketing plan and helps in involving various
corrections if it is required to achieve objectives of UNICEF efficiently. Marketing plan is
largely influenced by central factors like, environment, marketplace, customer preferences,
economic conditions. Marketing strategies are developed by organisation in order to spread
awareness about charity products and services so that children can get help at time of need.
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REFERENCES
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Liu, S.T., 2012. Solution of fuzzy integrated production and marketing planning based on
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Meidan, A., Moutinho, L. and Chan, R.S., 2015. Marketing Effectiveness Index (MEI)-Tool for
Strategic Marketing Planning. In Proceedings of the 1992 Academy of Marketing
Science (AMS) Annual Conference (pp. 480-485). Springer, Cham.
Moutinho, L. ed., 2011. Strategic management in tourism. Cabi.
Musibau, A.A., Oluyinka, S. and Long, C.S., 2011. The relationship between strategic planning
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