Marketing Essentials Report: Unilever's Marketing Strategies

This report provides a comprehensive analysis of Unilever's marketing strategies. It begins with an introduction to marketing and its application to Unilever, a UK-based FMCG company. The report covers the marketing mix (product, price, place, and promotion) of Unilever in comparison to Johnson & Johnson. Furthermore, it presents a detailed marketing plan for Unilever, including an executive summary, company information, objectives, SWOT, PEST, and STP analyses. The report concludes with a discussion on budget, monitoring, and controlling the marketing plan. The report emphasizes the significance of marketing for organizations and the critical role of the marketing mix in achieving business objectives. The report also incorporates relevant references from books and journals to support the analysis.

Marketing Essentials

INTRODUCTION
Marketing is the concept of promoting products and services of business to its target
audience. It refers in creating relationship between the consumers and marketer with focus of
satisfying the consumers. This study is based on the Unilever plc. which is UK based company
working in providing FMCG products. Report will include
LO 1
P1 and P2 covered in ppt
LO 2
P 3 Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.
Elements Unilever Johnson and Johnson
Products Products means products and
services that company offers
for the sale. Unilever has 4
major categories of products
for the sale in the market Food,
personal care, refreshment and
home care (Pike, 2015). It is a
biggest supplier of consumer
goods.
Johnson and Johnson is having
a wide and elaborated
portfolio of products. It has 3
major categories of products
pharmaceuticals, medical
devices and consumer
products.
Price Unilever has the pricing
strategy of penetration pricing.
Where it provides the high
quality products at the law cost
which helps to capture the
global market.
Firm has the pricing strategies
of affordable prices rates so
that common man can buy
products. Majorly it has
products of low prices.
Place Unilever is providing its
products more than 190
countries with the strong
Products of the company
available extensively because
of the strong distribution
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channel of distribution. It has
thousands of distributors along
with the millions of retailers in
the world.
channel and around two
hundred and thirty subsidiaries
of the firm, also it has working
in around sixty countries.
Promotion It is the one of the largest
spender on the marketing. It
spends more the 8 billion
pounds every years over the
marketing and promotion of its
products (Malhotra, 2015).
Uses of e-commerce and
digital media rapidly increase
the digital marketing
integration of the Unilever.
Promotion with helps of the
films stars and sportsman is
one of its promotion strategies.
It has advertising through the
creating awareness among the
public by advertising via
different digital media
platforms which are generally
catch the eyes of customers.. it
uses the 360 branding
strategies for the products. It
place its ads through the
hoarding, newspapers and
magazines.
LO 3
P 4 marketing plan for the Unilever to meet the objective of the company.
Executive Summary:- Unilever is UK based company which is providing the FMCG products
in the market.
Company Info. :- Unilever plc. Is and Anglo Dutch multinational FMCG company which is
founded in the year of 1930 from the merger of Dutch firm, British firm and margarine Unie with
lever brothers. It has over 400 brands across the food, personal care and household cleaning. Its
headquarter in Rotterdam, London and Netherlands UK (Muralidharan and Raval, 2017). With
the around 16900 employees it has highest employer firm an working in the more than 190
countries. Total revenue in the year 2018 was 5.9 billion pounds.
Objective:-
To create the change across the value chain from products of the company.
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To achieve the growth in the Africa and Asian market.
SWOT analysis
Strength:-
Firm is operating nearly in 190 countries across the worlds and has a global presence combined
with strong brand image in the minds of customers.
R&D department is funded to a great extent for taking initiative and bring innovation in the
market also bring the products according to the needs of the customers.
Weakness: -
It has biggest weakness i.e. its products and services are easily substituted in the rising markets
like Asia and Africa where rural customers often use natural and traditional alternatives of the
products.
Opportunities:-
It has opportunities of “Newly affluent Trillion dollar consumers” in the market of India and
china. Company has golden opportunities to invest in huge customers base.
Threat:-
It has biggest threats with the competing market where the global companies like Johnson and
Johnson and P&G are in host to capture the market of Unilever.
PEST analysis
Political: - political factors affect the affect the performance of the Unilever. Because it has to
follow the European commission and the food and drug administration (Perreault, 2018). Firm
also liable to follow the rules made by the government and rules of the local and regional
administration.
Economical: - it states that the consumers does not prefer to buy expensive products of the firm.
The success of Unilever is depends on the economic stability of the state in which company is
working.
Social: - growing demands of the premium skin care products in the emerging markets and
society has increase the expectation from the company. So that the considering the many product
of the Unilever are well being and personal care (Baker and Saren, 20160. Firm express the
desire of the the people looks good with the using of the products of the firm
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Technological: - Implementation of the integrated supply chain with the ultra logistic which
increase the productivity of the company. Improvement of knowledge management system with
the helps of the advancement in the technology increase the opportunities firm.
STP
Segmentation, targeting and position-
Budget:- budget is the costing which incurred on the making the management plan (Rowley,
2016).. It should take 1000 pounds for the making the management plan of the Unilever which
mainly incurred on the research.
Monitoring and controlling:- for the monitoring of the management plan Unilever uses the
supervision technique for the successful implementation of the plan and also it regularly evaluate
the plan and take the corrective action if any needed for the plan.
CONCLUSION
From the above study it can be concluded that marketing is a important part of every
organisation. It also concludes the roles performed by the marketing department. Marketing mix
is an essential element while making business global.
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REFERENCES
Books and Journals
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Malhotra, N. K., 2015. Essentials of marketing research: A hands-on orientation. Essex: Pearson
Muralidharan, K. and Raval, N., 2017. Six Sigma marketing and productivity improvement. A
Quarterly Journal of the National Productivity Council, 58(1), pp.107-114.
Perreault, W. D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Rowley, J., 2016. Information marketing. Routledge.
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