Marketing Strategy Assessment: An Analysis of Persil UK's Strategies

This report provides a detailed marketing strategy assessment of Persil UK. It begins with an executive summary and introduction, followed by a PESTLE analysis, examining the political, economic, social, technological, legal, and environmental factors affecting Persil's operations. A SWOT analysis identifies the brand's strengths, weaknesses, opportunities, and threats. The report then delves into Persil's unique selling proposition (USP) and competitive advantages, along with a review of its current marketing strategies. Part 2 focuses on segmentation, targeting, and positioning (STP) of Persil, along with recommended goals and objectives, marketing strategies, and an analysis of the marketing mix. The report also includes a Baron approach of business and concludes with references. The assignment analyzes Persil's market position, strategies, and provides recommendations based on the current market conditions, competition, and consumer behavior.

MARKETING STRATEGY
ASSESSMENT QUESTION

Contents
Executive summary...............................................................................................................................2
Introduction...........................................................................................................................................2
Pestle analysis of Persil UK...................................................................................................................3
SWOT Analysis.....................................................................................................................................6
USP of Persil or competitive advantage analysis...................................................................................7
Current marketing strategies of Persil....................................................................................................8
Part 2.....................................................................................................................................................9
Segmentation, targeting and positioning of Persil.................................................................................9
Recommended goals and objectives....................................................................................................10
Recommended marketing strategies....................................................................................................11
Marketing mix for Persil......................................................................................................................13
Baron Approach of business................................................................................................................15
Conclusion...........................................................................................................................................15
References...........................................................................................................................................17

Executive summary
With increasing competition and ramified changes in the economic situations, market
researches and creating the marketing strategies based on research is quite important. Before
undertaking the construction of marketing strategies, there are some internal and external
environment analysis will be undertaken. The analysis includes PESTLE analysis, SWOT
analysis, examining with the help of Baron approach of business, and at last finding the
appropriate market for the product chosen ”Persil UK”. With market research, the
organisation has analysed other advertisements of companies in marketing messages. With
the analysis, Persil has abled to acknowledge where organisations distinguishing at high
level. Persil developed strong image of brand with the use of USP by promoting the items
and their unique ability in order to avail hygiene as compared to other competitors.
Introduction
Persil is renowned brand of washing detergent manufactured and advertised in the domain in
UK, China, New Zealand, France, Latin America, China, Australia, and Ireland where
Unilever markets it. Persil introduced in 1907 through Henkel. It is commercially available
by self-activated detergent (Unilever UK, 2019). It is substantial for companies to select
correct marketing strategies for the products. Without appropriate marketing strategies,
company will have analyse the internal and external environment. Persil is one of the popular

brand of detergent whereas Henkel operates globally with the leading brand enabled with
technology in three main industrial area such as Home Care, Beauty Care, and Beauty care.
The report is divided into two parts where first part elaborates PESTLE analysis, SWOT
analysis, USP competitive advantage, and its current marketing strategies. In part 2, there is
an elaboration of segmentation, targeting and positioning, marketing strategies, and the
marketing mix of Persil UK. Further, this brings out recommendation and the Baron approach
for Persil (Unilever UK, 2019).
Pestle analysis of Persil UK
PESTLE-
(Source: Learning tree international, 2018)

Political factors- Persil operates in a flux national where administration in Britain is first
alliance since after war period. Moreover, two vibrant political systems have various
consequence on business. UK and Netherland are two members of EU where there should be
harmonisation of trade regulations and removal of trade barriers (Stefanoski et al., 2018). The
company set out policy and standard so that it can handle political issues. Persil has gained
political grounds by using appropriate tactics and experience. This kind of membership allow
harmonisation of few trade regulations and also the trade barriers removals (Yudha, Tjahjono,
and Kolios, 2018).
There is a growing push for both the nations to leave EU. The company has to comply with
appropriate restriction, which is imposed on use of user`s content. It discloses the Unilever
application with the private policy. The company will be influenced by the taxation as being
imposed by the local governments and political instability of UK (Widya Yudha, and
Tjahjono, 2019).
Economic environment-
Persil brand has been becoming extremely competitive in Western Europe. It faces
competition from P&G in the European market has adverse effect on profit potential. The
company suffers from economic slowdown due to decreasing sales, increasing inflation
reflected in cost of goods sold, fluctuations in exchange rate will cause high possibility of low
productivity and advanced rate of attention for the future obligation. Increasing population
growth led to increasing demand (Widya Yudha, and Tjahjono, 2019).
It led to improve health and wellbeing because of low literacy of the customers in the
emerging markets, which will affect marketing campaigns. Within the European market,
there are many effects of post war period. Wage rates, increasing unemployment rate, and the

buyer`s behaviour with household consumption affect the business activities (Stefanoski et
al., 2018).
Social factors- With the changing perception of lifestyle in terms of nutrition and beauty will
reflect demand of Persil. Persil adopts increasing trend of hygiene relentlessly by improving
hygiene standards. With the increasing ageing population, that has been affecting the demand
of products (Nkpondion, Ugwumba, and Esenowo, 2016). Low literacy in the population
affects the achievement of advertising strategy of announcements in print media. Further, it
will affect availability of social resources. With recruitment migratory resources where the
product will be able to overcome this impact. Ethical consciousness and fitness concerns
between the customers, which is increasing with globalisation trend. With the recruitment of
migrant resources, the demand of the product will be affected (Nkpondion, Ugwumba, and
Esenowo, 2016).
Technological factors- With the increasing trend of using the technology, young generation is
influenced the brand so that it can implement modern technological advancements. The
company uses modern technologies to communicate with customers. The company has also
applied modern technology in order to achieve the excellence (Rabani et al., 2016).
The company employs high technical aspect and innovation to achieve greater excellence.
The company executed recent technologies in its fabrication in order to upsurge the
effectiveness and improve the excellence. Further, adding creations is vital to attain the
efficiency and achieve excellence (Rabani et al., 2016). The company is improving many
brand communication with internet and e-commerce in the scope of corporate. IT knowledge
has played an important role in reducing the overall operations of Persil. Nano technology,
advanced bioscience, and other development material of science, which are the regarding

areas. The willingness of prices, online shopping, digital marketing activities, and products
while constructing strategy for Persil (Rabani et al., 2016).
Legal factors- Significant changes in legislations will affect different operations. Other laws
such as anti-discrimination, people management and equity laws as being concerned with
environment. Governmental agendas have been focusing on the areas of retirement, pension,
and the ageing populations. Multinational activities and the trading at internationalisation
strategy as being influenced by legal framework of varied nations. The legal outline covers
the framework surveyed by product in production phase. Fiscal, monitory, and tax policy
policy as being surveyed by the company to escape legal costs (Isyaku, and Solomon, 2016).
Environmental factors- Consumer safety and their health is one of the major brand concern.
Environmental issues is related to CSR (corporate social responsibilities). With the
enhancement of policy in regards to the health and safety, it will have to maintain health
issues within the production measures to different corporate groups to ensure the compliance
with company`s standards for security situation care, occupational health, and also the
management of ISO principles (Isyaku, and Solomon, 2016). While responding it to
environment destruction, Unilever joint its hands with Henkel in order to cooperate with
several governmental bodies in the Waste management system (Isyaku, and Solomon, 2016).
SWOT Analysis
Weaknesses Strengths
The company focuses on emerging markets
shifting from established markets and
finally leading to losses to the competitors.
The brand focuses on developed product
rather than selling needed products
High awareness of brands as it is associated
with Henkel and Unilever with superior
recognition (Gürel, & Tat, 2017).
There is a definite emotional connection
with consumers by encouraging kids to be

(Phadermrod, Crowder, and Wills, 2019). involve in the outdoor activities (Gürel, &
Tat, 2017).
Great brand distribution and visibility
Brand innovation is related to soap powder
with bleaching agent, capsules, and tablets,
which are being managed to change the
industry phase.
Distribution and good branding visibility
Threats Opportunities
The increase in fuel cost because of
increasing war conditions in Africa, which
is the cause of increasing costs.
High competition in international market
from Ariel, tide, and other household
detergents (Gürel, & Tat, 2017).
Introduction to new product line for existing
products such as Persil gel with increased
sales of Persil
Interest in ecofriendly items to increase the
advantage strength in Europe
USP of Persil or competitive advantage analysis
Persil claims its existence with strong competitive market. In order to see the survival of the
organisation to try a better position in market. Competitive strategy avails competitive
advantage to the company that focuses on differentiation, cost leadership, differentiating the
products, and cost focus. Leadership in the market can be achieved with the help of
differentiation and cost leadership.
USP (Unique selling proposition)
The company has adopted USP for competitive advantage. USP is an important factor that is
used with differentiation the products from the products of competitors in terms of lower

price and highest uniqueness and quality. USP is a marketing form as being adopted by
brands in order to persuade the consumers when exchanging the brands. Strategy states the
core reason behind several difference in between organisational goods and other products.
USP plan is main important to have an effective marketing analytical the unique feature of
brand in the homogenous opponents.
Persil has used USP strategy with the proper implementation of two phase including
creativity and market research. Market research of Persil gained acknowledgement of
perspective of market, customer’s preferences, and competitive strategy in terms of customer
approach. Market research of company has analysed in regards to the customers approach and
preferences of customers.
Current marketing strategies of Persil
The current advertising strategies aim to attract the potential clients, create social platform
and engage customers by creating an appropriate social network platform. The goals, which it
lay down are increasing brand awareness, and reduce the carbon footprint. With proper
implementation of current marketing strategy, it is important to prior health and safety polices
as its target market to approach Persil. Some of the important marketing plan is to guide
customers by tapping value in an association. It aims to avail appropriate messages to wide
customers. Different marketing strategy of Persil includes online actions, offline activities,
and CRM. Online activities come up with the implementation through Unilever to promote
Persil. The brand has shaped its own web portal to provide appropriate information by the
range of appropriate preparation tips. Apart from the web doorway, it also avails family
oriented content. In regards to the online advertisement that are not arranged. After the
advertisement marketing drive as organised as named comfort pure. Persil can approach
online promotion with the help of marketing campaigns through marketing and online
campaigns through cost effective manner (Ryan, 2016).

More marketing strategies are formed on the basis of (CRM) customer relationship
management. The brand is increasing approaches by placing the online transaction and the
customer feedback.
Part 2
Segmentation, targeting and positioning of Persil
STP of Persil
(Source: Learning tree international, 2018)
Segmentation: Persil has segmented its products into the several segments. Firstly, it has
segmented its product based on the income level of consumers. It usually gives emphasis on
middle class earners. In this, it includes the products such as Persil Mega pearls colour and
Persil Colour Laundry Detergent. However, the products of Persil has been designed for the
low level of customers. Besides this, some of the Persil products are also made for the higher
group such as Persil High efficiency. Cloth cleaning feature is also one such element in the
segmentation of Persil such as Persil Black Gel for eliminating the black spot (Jeuring, 2016).

Targeting: although Persil gives emphasis on the sort of customers. Its target market is
however divided into the three major categories such as environment and health concern,
household consumers, as well as consumer who often dirt their cloths such as sports player
and kids (Funk, Alexandris and McDonald, 2016). For the household segment, its product
includes the Powder Persil High efficiency or Persil Mega Pearl colour. For those consumers
who usually dirt their clothes includes the product such as Persil Colour Gel laundry and
Persil Black Gel Laundary Detergent (Pogorelova, Yakhneeva, Agafonova, and
Prokubovskaya, 2016).
Market Positioning
The major positioning strategy of Persil is its higher prices of the product. in its product mix,
it has set the high prices in order to gain the customer priority as compare to the competitors.
Its higher price and premium products are most significant tactic of the Persil. One another
strategy is the distribution strategy of Persil. It has done contact with the retailers for ensuring
space for the products.
Recommended goals and objectives
Recommended goals
 To gain the per cent market share in the market of detergent.
 By ensuring high investment in the advertising and marketing. This will assist it in
increasing its sales growth by the end of year.
 By regularly inventing the strategic marketing, innovative product as well as
advertisement efforts, Persil will be able to gain the goals.
 To develop such marketing strategy which will further enable the Ariel to develop its
entry in the new countries as most grown and profitable business?

Recommended marketing strategies
Mission: Mission of the marketing strategy should put the customers in mid of the strategy.
With the help of better implementation of the standards and higher quality, it can get the huge
market share. Using effective marketing strategy, it will place the values and trust within the
customer relationship. The main goal of Persil is to get the leading position in the market
(Funk, Alexandris, and McDonald, 2016).
Values and vision of Persil: values and vision of Persil tends to guide its employees for
ensuring the success of strategy. The main vision of Persil is to provide the sense of
destination and direction to the members and further lead the staff members toward working
best in the competitive market (Funk, Alexandris, and McDonald, 2016).
Competitor analysis: for making the success of marketing strategy, current strategies of the
major competitors such as White Knight is required to be analysed. At the same time, it will
also provide the idea to ring uniqueness and creativity in its different approaches.
1. E-marketing campaigns: this campaign will help the Persil in positioning the products
within the wider market through time effective and cost effective measures. Creative
advertisement with the help of audio measures and innovative videos in the various
social platforms such as Twitter and Facebook should be done (Panigrahi, 2016).
2. Online activities: With the increasing tends of the internet in customers, competitors
also going for the advertisement with the help of internet. Therefore, Persil should
also consider the various approaches in its current activities (Ryan, 2016).
3. Branding: In this, Persil should use the differentiation strategy. With the help of this
strategy, it can put its brand in the competitive market and thereby get the attention of
the customers toward its brand. By interpreting the customers different taste, it should
also ensure the creativity in the product development and packaging at the same time.