Marketing Essentials: Roles, Marketing Mix, and Planning for Unilever

This report examines the core aspects of marketing essentials, using Unilever as a case study. It begins by outlining the key roles and responsibilities of the marketing function within the company, and how these relate to the broader organizational context, including interactions with HR, production, and sales. The report then compares how Unilever and Nestle apply the marketing mix (product, price, place, promotion, process, people, and physical evidence) in their marketing planning processes to achieve business objectives. Finally, the report produces and evaluates a basic marketing plan for Unilever, focusing on the launch of a new food delivery service, "Unilever Meal," and utilizes the SOSTAC model for strategic planning. The report incorporates SWOT analysis to evaluate the internal and external factors influencing Unilever's business.

Marketing Essentials

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Explain the key roles and responsibilities of marketing function.........................................1
P2. Explain how roles and responsibilities of marketing relate to the wider organisational
context..........................................................................................................................................2
TASK 2............................................................................................................................................3
P3. Compare the ways in which different organisations apply the marketing mix to marketing
planning process to accomplish business objectives...................................................................3
TASK 3............................................................................................................................................6
P4. Produce and evaluate a basic marketing plan........................................................................6
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is a commercial process which plays an important role in the success of a
business enterprise. Although marketing consist of several activities, its veritable purpose is
fulfilling consumer needs. Therefore, marketers must excel in acknowledging consumer
behaviour in reference to implement a much more efficient marketing plan than its rivals. Along
with this there are several marketing essentials like advertising, promotion and sales techniques
which assist the firm to offering information about its goods and services in market. For the
completion of this report Unilever is the firm which is considered. It is a British-Dutch
multinational consumer products organisation (Ganjre, 2019). This establishment was
incorporated in 1929 and is headquartered in London, UK and Rotterdam, Netherlands. It
specialise in food products, sweets, energy drinks, baby food, soft drinks, ice cream, beauty
products, personal care, medicine and pharmaceutical healthcare products etc. Respective
document will consider information about roles and accountabilities of marketing function and
this division interrelate with other functions of organisation. Moreover, different elements of
marketing mix and marketing plan will explains by considering several components.
TASK 1
P1. Explain the key roles and responsibilities of marketing function
There are several roles and accountabilities are performed by marketing department in a
company like Unilever. They are explained as under:
Gathering and analysing marketing information- It is considered as a important role of
marketing function because it assist in gathering data from market about want and preference of
consumer towards commodities and services that are offered by establishment. In Unilever, the
administration of the firm collect data about target audiences’ needs and demands so that they
can provide facilities as per them. When they are aware with the people’s requirements then they
take several decisions towards successful marketing of it commodities and facilities (Malik,
2019). In this form marketing play an effective role in gathering data so that the enterprise can
aware with the demands of market and venture can manufacture goods as per market or customer
need.
Marketing planning- It is a vital responsibility of marketing division because it assists in
improving revenue, manufacturing and promotion of firm. In Unilever, the management of the
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firm design and frame plans and policies for the marketing of goods and facilities of venture.
They formulated sales plan of action to develop sales of the organisation that are offered by the
firm to its prospective target audiences. They frame plan as per advertisement tools so that they
can familiar consumer with their goods and services.
Branding- It is an activity of proving a brand name to goods and service to make it different
from its competitive products and facilities. In Unilever, the management of the firm utilise
several tools and techniques that are associated to branding of its commodities so that customers
are familiar with organisation and its commodities and facilities that are providing by it. This
firm operate its business (Cluley, 2018). This firm offer several products and services more than
400 brands by using the brand of it so that those products are acknowledged as the brand of this
venture. Because it is well known firm and it led to increasing the income of the enterprise.
Promotion- It is a process of offering information about the goods and services that are
offered by respective venture through utilising several promotional channels. In Unilever, this
aspect of marketing plays an important role in creating awareness about the goods and services
of the organisation. For this, marketing function use diverse advertisement tools like social
media, web advertisement, news paper, TV and many more. This help in increasing sales and
customers base and in Unilever, marketing department of this venture play an effective role in
accomplishing business objective of it by using numerous publicity tools.
P2. Explain how roles and responsibilities of marketing relate to the wider organisational context
There are several roles and responsibilities that are considered by marketing function in
reference to accomplish objectives of Unilever. In addition to it, marketing function also
interrelates with other function of this firm which explained as below:
Marketing with Human resource- Marketing division of Unilever interrelate with HR
function for several motives. Marketing is all about branding and aware consumer about the
goods and services of establishment. Marketing and human resource both functions are relate to
each other because when the marketing function need employees to fill the vacant posts of this
department. Then, Human resource manager hire skilled candidates by using effective methods
of recruitment (Hair Jr, Page and Brunsveld, 2019). Whereas marketing division is relate to HR,
when this division offer notification and information about vacant position then they utilise
marketing channels. So that can aware applicants about the job role and requirement related
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information. In such manner both functions are related to each other and make development in
business of firm.
Marketing with production- Marketing function also interrelates with production
department and take help of it in diverse form because marketing is an activity of selling,
purchasing, promoting, buying and offering products and services to target audiences. In
Unilever, marketing division offer information about the market trend and change in consumer
needs and preference to production function so that this department manufacture commodities as
per market demand (Hanzaee, Sadeghian and Jalalian, 2019). Marketing and production both are
essential division of the enterprise as when the administration frame sales target then production
function assist in hitting that target by producing goods as per people demands. This will assist in
attaining the set goals and business objectives in effective manner.
Marketing and sales- Marketing and sales division both are related with each other because
marketing function offer information about the goods and services which are highly preferred by
people of market. So that sales manager set its target by considering the sales of those products
and services. In Unilever, staff of sale departments deal with consumer and offer commodities as
per their requirements which assist in hitting the set sales targets of enterprise. Marketing
department create effective and attractive advertisement wherein print, broadcast and digital so
that consumer familiar with commodities and get attention through ads towards products. This
division design ads which are emotionally relating the feelings of consumer with products and
purchase goods which help in achieving sales goals of company.
TASK 2
P3. Compare the ways in which different organisations apply the marketing mix to marketing
planning process to accomplish business objectives
Marketing mix indicates to the combination of components utilised to promote goods and
facilities. These factors vary, based upon the determination of the key aspects that influence
marketing, which are consigned to as the P’s of marketing or marketing mix (Géczi, 2019). The
description of marketing mix of & P’s of Unilever and Nestle in comparison form as under:
Marketing mix Description Unilever Nestle
Product It refers to the act of
converting raw material
This firm has 4 main
categories like food,
Nestle offers a wide
range of products like
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into final goods which
have some value and
worth (Mokaddem and
Adnani, 2018).
refreshment, personal
care, home care and
water purifier. The
company offer more
than 400 brands.
Nestea, Nescafe, Kit
Kat, Maggie and
many more. They
have been offering
variety with quality
to the target
audiences.
Price It refers to the cost
which is set by the
management of firm for
selling the goods and
services of enterprise.
To sell its products,
the enterprise use
different pricing
strategy like
penetration, premium
and competitive
pricing strategy.
In Nestle, the
management of firm
use several kind of
pricing strategies
according its
products like
skimming,
competitive and
packaging or
consumption based
pricing strategies.
Place Basically it refers to
distribution channels
through consumers can
easily to reach to
products and services
(Putri and Fachira,
2020).
Unilever operates in
more than 190
nations. The firm
offer its products
through retail and
direct outlets. In term
of direct outlets, the
company are T2 and
Ben & Jerry’s Scoop
shops.
Nestle runs its
business in approx
189 countries. The
firm has its own sales
and distribution
network and
displaying its goods
in the supermarkets
and the malls.
Promotion It refers to the process of
creating awareness
about the commodities
In respective firm,
the company use
digital media, e-
In term of endorsing
its products, the
respective firm use
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and facilities of firm
through marketing
channels.
commerce, digital
campaigns, celebrity
promotion, print
media, hoardings and
OOH media to
promote its products
(Avila-Robinson and
Wakabayashi, 2018).
marketing campaign,
TV, video promotion
as well as also use
TVC’s and ATL
marketing etc. Along
with this, the
management of
Nestle use social
media, newspaper
and magazines etc. to
endorse its goods.
Process It refers to the activity of
manufacturing,
distributing, promotion
and packaging goods
which are manufactured
by the company.
Unilever distribute
and promote its
goods and services
by using effective
and innovative
technology
(Ferenczová and
Józsa, 2018).
The firm has been
producing the good
by practicing it
utilising better
technology. The way
Nestle has been using
its vending machine
to serve the
consumers easily
demonstrates that
they have
acknowledged the
needs of target
audiences.
People It states to those
individual which make
their effective
contribution in
production, sales,
distribution and many
In Unilever,
employee, retailer,
distributors, labour
and customers are
key people who help
in running the
There are more
approx 339,000
people make their
contribution in
running the business
of enterprise. Along
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other activities. business of firm.
There are approx
155,000 employees
make their
contribution in
development of this
venture (Caliskan,
2019).
with this, retailer,
distributors and
target audiences play
an effective role in it.
Physical evidence It refers to the
tangibility and physical
structure of goods, size,
shape, design and
packaging etc.
The management of
Unilever offer
products in different
size and using
packaging of
decomposable
material (Alford,
2018).
Nestle has been
creating a better
information
connectivity by
setting up the coffer
corners with their
logo of Nescafe in
vending machines.
Along with they also
use distinct colour
packaging so that
product can be
recognised easily by
customers.
TASK 3
P4. Produce and evaluate a basic marketing plan
Marketing plan
It is a document that includes diverse activities and components that are considered by
marketing division regarding a venture for the manufacturing of commodities and services. It is
crucial to the enterprise as with the assistance of the management of the establishment can set its
mission, vision and business objective so that it can attain its framed goals in effective form. This
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plan is formulated to Unilever in context of launching a new service of “Unilever Meal” which
assists in food delivery. The marketing plan in reference to respective firm is as below:
SOSTAC model
This conception is formulated by P. R. Smith so that wider section of business firm can
make business strategies and plans for company. In Unilever, this model can be execute by the
administration of the company at the time of making focus on revolutionize the distinctive
transmission and creating an overall marketing plan for the company (Anand, 2018). This
conception can be used in Unilever in following manner:
Situation- In it, the effective situation analysis of the firm takes place. For this interior and
exterior business environment of the company is included. For this administration of the firm can
organise SWOT analysis which is as under:
SOWT analysis- It is a strategic tool which is utilised by enterprises to determine the
inside and outside components of the company that create influence over business of company. It
can be an activity of analysing capability, weaknesses, growth options and risks of the
organisation. SWOT analysis of Unilever is as under:
Strengths Weaknesses
 It enjoys its international presence in
more than 190 nations that benefits the
brand image of being truly global.
 The enterprise utilises information to
delve deeper and for more accurate
segmentation of the consumers. It helps
the brand to deliver more reliable and
effective content (Chiguvi, Madondo
and Tadu, 2019).
 The main weakness of the firm is that
its goods can be easily replaced by
substitutes in emerging markets in
Africa and Asia.
 The firm is highly dependent on its
retailers for its business which create a
direct affect on customers because
purchaser is instantly influenced by the
behaviour of retailers in this sector.
Opportunities Threats
 The Asian market is developing fast
and tapping into these markets can
offer growth options for faster progress
and high profits.
 High level of competition and rivalry is
one of the major threats which affect
the business of respective firm.
 Change in government regulation and
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 Number of individual is moving
regarding the healthy commodities that
are again a region to explore for
Unilever.
currency fluctuations internationally
affect the fiscal execution of Unilever
(Marčeková, Šebová and Pompurová,
2019).
Mission- The purpose of the firm is to add validity to life. The company meet everyday needs for
nutrition, hygiene and personal care with brands that assist individual feel well, look good and
get more out of life.
Vision- The aim of the firm is to make sustainable living commonplace. They believe this is the
best long term way for their business to grow.
Objectives- It states to the goals that are developed and incorporated by the administration of
firm so that the venture make development in its business. The objectives that are framed by
Unilever towards food deliver service are explained as under:
 To increase the sales of the firm by 5% within 9 months with the assistance of providing
quality service.
 To maximise the profit margins and market share of the venture by 4% within 7 months
by offering satisfactory food delivery facility.
 To increase the 6% number of customer within 11 months through its quality services and
products.
Strategy- It states to that plan of action that are formulated by the administration of the firm for
accomplishing the set targets of the business venture. In Unilever, the management of the
company will frame strategy for its new food delivery service so that it can effectively achieve
its set objectives. The strategy which can be implemented by this firm is as under:
STP- It mentions to segmentation, targeting and positioning of the consumer s per service
and products as well as their needs. The brief explanation of this method is as under:
Segmentation- In it, the management will make focus on the classification of the market
in small section according demographic, geographic, behavioural and psycho graphic
(Muhammadian, 2020). So that, the management of Unilever can analyse the area to offer the
food deliver service. On the basis of it, market can be segmented according to offered facility.
Targeting- Within it, the management of Unilever can identify its targeted audiences in
classifying groups who are interested in taking the advantages of this facility. For its food
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delivery service, the administration of the firm can target college students, working people,
professional, food lovers and youngsters etc.
Positioning- In it, the administration of the firm can positioned its new food delivery
service will be set in the mind of consumers by offering unique facility such as offers on first 3
orders, cash back on first 5 orders and bonus etc. this will assist in attracting people and motivate
them to take the benefits of its food delivery service (Shen and de la Garza, 2019). It will assist
in maximising the sales and market share of the respective company.
Marketing Budget
PARTICULARS Ist Year IInd Year IIIrd Year IVth Year Vth Year
Initial money 2000 6300 12200 14160 19970
Investment 9300 10500 23830 31630 13550
TOTAL 11300 16800 36030 45790 33520
MARKETING OUTLAY
Promotion 4746 1459 4593 1875 1211
Sales publicity 1365 800 2452 1492 1050
Direct selling 2235 1900 4651 1000 4434
TOTAL 8146 4159 11896 4467 6405
Tactics- It refers to those plans and techniques that are utilised by the administration of the firm
to resolve short time problems. In Unilever, the management of the firm can utilise strategies to
achieve the business goals and objectives of the firm. With the use of different tactics the
administration of the firm can familiar customers with its commodities and facilities (Kumar and
Mishra, 2019). For example, in Unilever, to familiar the consumer with its new food delivery
service, the company can utilise different advertisement channels like social media, web
advertisement, radio, newspaper, TV, magazines and company website etc.
Actions- This step of this concept is included with different plan of actions that are required to
be performed. In Unilever, the management of the firm assigned diverse accountabilities and
duties to several workers so that design goals of the establishment can be accomplished in set
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time duration. It can be a framework and way by which a venture can attain its set objectives in
easy form with the assistance of its employees.
Control- In this phase, the administration of the firm control or non-required activities of
enterprise. They determined that the plan of actions that are framed by them in reference to
company development with the assistance of new food application are good and work effectively
(Gurtner, Spanjol and Griffin, 2018). In Unilever, they can take response of their consumer on
permanent base so that they can control on the conflicts if they are arisen and faced by its
consumers will assist in making control and solving problems that are influence the venture in
several forms.
CONCLUSION
This has been concluded form the defined information that marketing is an effective process
of selling, buying and promoting goods and services of a company. There are several effective
roles and responsibilities are performed by marketing function like branding, promotion and
collecting information about market. Along with this, marketing division also interrelate with
other functions of the company. Marketing mix is an effective tool which defines information
about products, price, place and promotion etc. Marketing plan is a crucial document which
consider information about different components and aspects which play an effective role
accomplishing the business objectives.
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