Strategic Marketing Management Report: Persil Brand Analysis 2019

This report provides a strategic marketing management analysis of the Persil brand, a major laundry detergent produced by Unilever and Henkel. It begins with an executive summary and introduction, followed by an overview of Persil and a detailed situational analysis, including PESTLE and SWOT ...Read More

[Strategic Marketing management]
2019
Persil

MARKETING 1
Part 1
Executive Summary
The intent of this paper is to discuss the marketing strategies of Persil Brand which is one of
the best sellers of Unilever and Henkel, the parent companies of the brand. The paper has also
highlighted the present internal and external situations of the brand. The analysis of the report
highlights that, company offers environmental-friendly products to the customers at a higher
cost. In addition to this, the brand has used advanced technology in the procedure for
maintaining the goodness of the product. However, due to the higher cost, there are many
customers who prefer products of Persil's rivals, this impacts the brand sales and revenue.
Hence, to overcome this, the report has suggested the company to make use of e-marketing
campaigns to increase the intensity of the promotion and must adopt penetration pricing
strategy must get involve or attracting an increasing number of customers.

MARKETING 2
Table of Contents
Part 1..........................................................................................................................................1
Executive Summary...................................................................................................................1
Introduction................................................................................................................................3
Overview of Persil..................................................................................................................3
Situational Analysis...............................................................................................................4
PESTLE Analysis...............................................................................................................4
SWOT Analysis.................................................................................................................6
Competitive Advantage..........................................................................................................8
Evaluation of Current Marketing Strategy.............................................................................8
Marketing Objectives.........................................................................................................8
Mission...............................................................................................................................9
Strategies............................................................................................................................9
Part 2........................................................................................................................................10
Segmentation, Targeting, and Positioning...........................................................................10
Segmentation....................................................................................................................10
Targeting..........................................................................................................................11
Positioning........................................................................................................................12
Recommended objectives and goals....................................................................................12
Goals and Objectives........................................................................................................12
Marketing Mix.....................................................................................................................13
Product.............................................................................................................................13
Price..................................................................................................................................14
Place.................................................................................................................................14
Promotion.........................................................................................................................14
Recommend marketing strategies........................................................................................15
Conclusion................................................................................................................................16
References................................................................................................................................17

MARKETING 3
Introduction
Strategic Marketing Management implements the mission of the company through a focused
procedure in order to gain maximum benefits from the existing marketing plan. It is
comprised of recognizing the company's target market. Strategic marketing management
supports the management of the company to find other opportunities for marketing (Andaleeb
and Hasan, 2016). Strategic marketing management is also comprised of creating plans that
help in attaining competitive advantage in the market. This concept supports the team
members to create a marketing plan that is focused on improving results by enhancing the
competitive advantage of the company (Chernev, 2019). The intent of this paper is to present
the strategic marketing management of Persil Brand manufactured by Unilever Company.
The strategic marketing management report of Persil is all about thorough examination of the
company's external and internal environment, along with its current adopted marketing
strategies implemented in the market to increase the sales of the business. Based on the above
information the report is presenting the segmentation, targeting and positioning strategies of
Persil Brand for increasing the brand awareness, growth, and market share. In the end, the
report has provided recommendations for the marketing strategies depending on the use of
the marketing mix.
Overview of Persil
Persil is one of the well-known brands of laundry detergent produced and marketed by
Henkel across the world excluding Latin America, New Zealand, China, Ireland, United
Kingdom, France, and Australia, where it is produced and marketed by Unilever (Henkel,
2019). Persil Brand was established in the market in the year 1907 by the company Henkel.
At that time it can consider being the self-activated detergent (Unilever, 2019a).

MARKETING 4
Situational Analysis
Before the development of the marketing strategy, it is very essential for marketers to
conduct a situational analysis in order to define business health. This analysis works as an
essential tool for defining the strength and weakness of the business and any available
opportunities and threats that can have a major influence on the health of the business
(Clarke, Friese and Washburn, 2015). The results from the situation analysis could be eye-
opening of the business concerning what is taking place in the business and support in
defining the strategy of the business in the industry. Some of the common elements of
situation analysis are 5Cs Analysis, SWOT Analysis, and Porter Five force framework
(Mortimer, Brooks and Smith, 2012). This report is providing a detailed analysis of two
elements that is PESTLE and SWOT Analysis.
PESTLE Analysis
Political Force
As Persil is operated under two famous organizations, the brand has to deal with diverse
political situations. Operating business at international level also influence the business as a
diverse nation has diverse laws as well as political issues. As the political system of British is
dealing with a number of issues and the political system of Dutch is presently unstable,
hence, Persil is dealing with issues in operating business in these nations. During Elections in
these nations and the alliance are resulting in raising obstacles in the business. In addition to
this, as it is known that the Netherlands is one of the member states of the EU it has been
enabling trading (European commission, 2019). Operating business with any of the member
state of the EU, results in reducing the trade barriers. On the other side, the exit of Britain
from the European Union is influencing the nation's economy and the productivity of the
business.

MARKETING 5
Economic Force
In the European region, the market is yet dealing with the influence of the post-war period.
These are influencing the customers' behavior and the consumption level of the household.
The increasing the rate of unemployment is impacting majorly the wages and the activities of
the business. An increasing number of rivals in the market of Europe have a negative
influence on the profit potentials. Increasing the rate of unemployment and low wages are
reducing the demand of the customer (The National Bureau of Economic Research, 2004).
Because of the present economy tide, the customers of the European market are evading
costly products. This results in impacting the brand majorly in placing products in the market.
However, emerging markets such as Asia and China are offering business opportunities.
Social Force
The increasing trend and awareness among people related to hygiene, the brand Persil has
also adopted this trend by persistently enhancing hygiene standards. The increasing aging
population is also influencing the product’s demand (Bunzl Catering Supplies, 2018). Besides
this, the low rate of literacy among the population is also influencing the marketing strategy
success of advertisements in print media.
Technological Force
Increasing use of technology particularly among the young generation is enforcing brand to
install modern technologies. Interaction with the customer is also done by the company
through modern and advanced technologies. Persil brand has adopted contemporary
technologies in the procedure of production in order to enhance the effectiveness and
improve quality. Persil brand is engaged in involving innovations and different technical
aspects in the production procedure for gaining excellence in the system. The brand is also
enhancing brand communications by internet and e-business strategies. With the expertise of
information technology, the operation cost is reduced by Persil (Unilever, 2017). However,

MARKETING 6
there are some of the concerning areas like nanotechnology, advanced bioscience, and
advanced material science for the business.
Legal Force
Major legislative changes are influencing the different operations of the business. Diverse
laws such as quality laws, anti-discrimination law, people management, etc. are some of the
concerned aspects of the legal environment. The legislative framework is also concentrating
on elements like pension, retirements, aging population, etc. Under human resource
management, the brand has to deal with these frameworks of the specific nation. The legal
framework related to hygiene is adhered by the Persil in its production procedure (Health and
Safety Authority, 2019). In addition to this, Persil Brand also follows the monitory and
taxation policies of the government in order to evade the legal concerns.
Environmental Force
Customer safety and health issues are given major priority by the Persil brand. The issues
related to the environment are also linked with the corporate social responsibilities of the
business. By executing and enhancing the health policy and safety and having correct health
measures in the manufacture system, the company meet its corporate social responsibilities.
In consideration of the environmental degradation, Unilever and Henkel have under
participation corporate with the government authorities in the waste management system. The
company is also adhering with the requirements and policies of the Kyoto protocol in order to
reduce its carbon emission (Unilever, 2019b).
SWOT Analysis
Strength
Persil enjoys the strength of two parent companies that is Unilever and Henkel. The brand has
huge human resource strength which is of around 167000 people (Henkel, 2017). The

MARKETING 7
research and development department majorly support the company as its strength in
analyzing and identifying different environmental friendly ingredients for the manufacturing
product and advanced technology for processing the products. In addition to this, the
geographical spread of the business has supported the company in increasing brand
recognition among people.
Weaknesses
The wide range of product line is the major weakness of the company. Due to having a
number of products under one roof shifts the focus of the company from the efficiency of the
individual product and from the marketing too. Besides this, the higher price of the product is
charged by the company for offering high-quality products in comparison to competitor's
prices; enforce customers in different countries to purchase the product of rivals over Persil.
Threats
The increasing price war among different players in the market is raising the threat for Persil
because it majorly offers higher prices products to the customers (Janeway, 2018).
Increasing fuel cost is impacting the distribution budget of the company.
Opportunities
In today's era, people are increasingly being attracted to eco-friendly and natural products due
to their health benefits. So, this trend raises growth opportunities for the brand across the
world (Medgadget, 2017).
Advancement in technology is also offering an opportunity for the company to introduce new
and innovative products.

MARKETING 8
Competitive Advantage
Persil is operating its business in an intensely competitive market. To survive in the market,
the business put efforts to gain the top rank in the industry. Competitive advantage could be
attained by the company by adopting a competitive strategy which is comprised of cost focus,
differentiation focus, cost leadership, and differentiation. Leadership in the market could be
attained by the company by approaches such as differentiation and cost leadership.
USP – Unique selling proposition is one of the factors that are utilized by businesses by
differentiating its products from the competitor in regards to high quality, uniqueness, or low
cost. USP is a type of marketing that is accepted by the brand in order to encourage customer
in purchasing the product.
Unique selling proposition of Persil is attained by the through its two main activities that are
creativity and market research. By market, reach brand is gaining the knowledge of the
market, the strategy of the competition and preference of the customer. Through this, the
company is able to identify the differentiation strategies of the competitors. Persil is able to
develop its strong image in the market with the help of creativity by introducing “Persil
Washes Whiter” and promoting it as one of the unique product with the ability in relation to
other players in the industry. Another USP of Persil brand is its free pickup and return of
clothes at the workplace (MBA Skool, 2019).
Evaluation of Current Marketing Strategy
Marketing Objectives
The current marketing objective of Persil is to encourage potential consumers, target social
consumers and design social network platform. The current Persil marketing plan is Persil
Cleaner Planet that has been introduced by the company to get involved in the production of

MARKETING 9
environmentally friendly product for all the age groups (McCoy, 2017). The key objective of
the company is:
 Increase the sales of the company
 Increase brand awareness
 Decrease carbon emission or the company's carbon footprint
Mission
The mission of the brand for following this marketing strategy is to encourage the consumers
by offering value and increasing trust between the organization and customers (Unilever,
2019c). By proper execution of the safety and health guidelines, the target audience is
approached by the company.
Strategies
The strategies of marketing are focused by the company in order to enhance the
consciousness of the brand in the international market. The present strategies are focused on
offering proper brand message to the maximum customers. Other motives of the company
behind marketing strategies are to establish a strategic relationship with the parental
organization. Different strategies of the Persil brand are:
Online activities – Digital marketing strategy of the company at a global level is executed by
Unilever for the advertisement of Persil in around ten foreign markets. The digital
determination of Persil is called as Omo outside the UK (Unilever, 2019d). Persil has also
designed a web portal for delivering complete information related to product and different
training tips. Besides this, the web portal also offers information for family related content.
The information present on the portal is also upgraded related to changing environmental
needs in order to inspire customers to be planet friendly. Different platforms of social media

MARKETING 10
such as Instagram, Twitter, and YouTube are also used by Persil for the promotion of the
business.
Offline Strategies – Persil brand of the company is promoted through television and SMS
along with different print advertisements done through magazines and new paper. The offline
marketing strategies are adopted by the company for targeting a broad range of customers of
all the age groups (Direct Marketing, 2019).
Customer Relationship Management – Persil's marketing strategies are also designed by
the company based on customer relationship management. Under its current marketing
strategies, the brand is increasing its intensity of the customer relationship approaches by
taking customer feedback and placing the online transaction.
Part 2
Segmentation, Targeting, and Positioning
Segmentation
Marketing segmentation is the term of marketing that is concerned about placing the
customers into different groups or segments according to their wants and needs. Market
segmentation allows businesses to target a diverse range of customers who perceive the
complete value of the service and product differently (Weinstein, 2013). Market
segmentation is generally called as the extension of market research that is focused on
recognizing the target group and tailoring the brand and product according to the need of the
customer. There are four major types of segmentation that are generally adopted by the
businesses are geographic, demographic, psychographic, and behavioural segmentation
(Florax and Ploetzner, 2010).

MARKETING 11
Persil brand has adopted demographic segmentation, under which the business has divided
the market based on certain variables like family size, age, education, income, population,
and gender. Through this segmentation, the company is properly able to provide its product
for a different group.
Furthermore, the business can divide the market based on behavioral segmentation. Under
this, segmentation the company can target laundry service users and for that, they prefer high-
quality products.
Targeting
Target marketing is all about breaking the market in diverse segments and then directing all
the efforts of marketing of the company on those few segments comprised of customers
whose desires matches with the service or product offered by the business. The key motive of
the target marketing is focusing the marketing efforts of the business at particular customer
group which results in making the distribution, pricing, and promotion of the product easier
as well as cost effective (Clifton, Townsend and Albano, 2019). Persil Brand can target those
customers who are conscious regarding the safety of the environment and ethical issues
concerned with the environment. Under the behavioral segmentation, the customer segment
that likes to enjoy and experience new technological advance in the services and products
must be targeted with effective measures. New parents could also be targeted by the
company. The customers of the upper market segment could also be targeted for the higher
product price of the company. The families of the upper segment must be targeted for the
marketing exertions of the company. In addition to this, with the adoption of penetration
pricing strategy, Persil brand could target consumers that are planning to change their
products of laundry to environmentally friendly products.

MARKETING 12
Positioning
Positioning is all about where the product of the business stands in comparison to another
same kind of good offered by the competitors' in the market. The strong place of the product
or brand in the market helps in making the product unique and encourages the consumer to
make use of the benefits of the products (Cousin, 2010). With a strong position in the market,
the product is able to gain USP. There are a number of products in the market that are of
similar types and offer similar benefits, but a product with strong positioning results in
making the brand stand out from the crowd consults it the capability to charge higher product
price.
Persil makes use of a positioning statement for enticing consumers to purchase the product.
With the effective positioning message, the brand is sharing its dependability as the laundry
products with the use of technology for the satisfaction of the customer. One of the
positioning statement of Persil is “For young adults, Persil Multi Color Cube is the reliable
solution for washing clothes, that simplifies doing laundry because it combines new
technology with the proven efficient Persil Formula.” (Henkel, 2015). Persil brand is
positioned in the market among customers depending on four criteria that are rational, cheap,
and emotionally expensive. Persil has also use competitive positioning by indirect and direct
comparison to similar products like Tide.
Recommended objectives and goals
Goals and Objectives
A goal is said to be a future idea or preferred outcome that a group or a person or an
organization foresees, plans and pledges to achieve. On the other hand, the objective is
something that one effort is envisioned to achieve or accomplish, or target (Zander, 2018).

MARKETING 13
Conversion Objective – The objective of the Persil under this is to grow the brand’s average
sales by offline order as well as online order in a year.
Digital marketing – Under this, the objective of the brand is to attain 10% of the online
revenue contribution in around two years.
Acquiring new customers – The objective of digital marketing could be measured by
acquiring new customers over online medium with an average profitability of around £6.
Increasing customer purchasing – Another objective of Persil is to increase the loyal and
active purchasing of the customers in every quarter.
Marketing Mix
A marketing mix is comprised of multiple elements of focus as part of the detailed marketing
plan. The term mostly called as the general classification that starts with an explanation of
four Ps that is the product, price, place, and promotion. The marketing mix could be definite
as the set of tools of marketing that the business uses in order to chase its purposes of
marketing in the target market (Mintz and Currim, 2013).
Product
A product is an item that is offered by the business to satisfy the need of the target market.
The product can be intangible or tangible (Lamey, Deleersnyder and Dekimpe, 2012). The
products of Persil Brand are manufactured through environmental friendly ingredients along
with non-biological hype-allergic washing powders. The ingredients that are involved in the
manufacturing procedure are those that are utilized for washing reusable nappies. By use of
advanced technologies, the products are manufactured with modern approaches for enticing
consumers who make use of modern technologies for their laundries. The products are

MARKETING 14
comprised of attractive packaging. Persil's labeling has a suggestion and advice section
related to washing and promoting diverse issues related to the environment.
Price
Price is the amount that is paid by the customer for the product or service. The prices that are
charged by the company for its Persil brand in general higher in comparison to other
detergents in the market. For enticing increasing number of patrons from the mass market and
middle market, the company should make use of a penetration strategy of pricing. For the
newly introduced products, the company can make use of introductory price. The initial
product price must be set by the company in line with the biological products. However, after
some time the company can increase the prices by considering the close competitor's pricing
strategy. In order to gain a higher profit, the company must get involved in reviewing the
price on a constant basis. The strategy of pricing must be planned with the goal to increase
the current sales as well as a profit of the company.
Place
Place refers to offering access to the product to the customer. It is all about defining the areas
of product distribution (Drummond, Ensor and Ashford, 2010). Persil Brand owns a well-
developed distribution channel which is comprised of different wholesalers and retailers. The
company approach to the international market through internet marketing. The online
marketing has been adopted by the company to enable customers to select the most preferred
product through the preferred channel. This also helps the company in maintaining close
relations with the customers which allows it to be more committed in its CRM strategy.
Promotion
Promotion is all about the marketing efforts exerted by the company to attract a maximum
number of consumers by highlighting the benefits of the product (Mittal and Sethi, 2011).

MARKETING 15
Persil has adopted a number of marketing campaigns in order to reach the target audience.
For mass promotion, company promote the product through television and printed media like
magazines. The company has a proper budget for its promotional activities done over social
media, website, and digital market. In addition to this, the company works in the partnership
with different nursing homes, hospitals and local councils which influence in promoting the
environmental friendly products.
Recommend marketing strategies
Online activities of the business – As it is known that today there is increasing use of the
internet by the customers for purchasing products and due to this, there is a number of players
who have initiated advertisement of the product over the internet. Hence, in order to give
strong competition to the competitors and increase the intensity of the promotion, Persil must
comply with the following strategies:
Online or E-Marketing Campaigns – By introducing e-marketing campaign company will
be capable to reach a huge customer base by time effective as well as cost-effective measures.
Through pop-ups on diverse WebPages, creative advertisements and innovative videos on
YouTube as well as audio messages on different social media platforms such as Twitter,
Facebook could be used by the company for increasing the revenue, sales, as well as
customer base of the business.
Branding – The strategy of branding will be the differentiation strategy of Persil. Through
this, the company can place its products in the competition of the local product to attract
customers to purchase the product. By analyzing the different taste and preference of the
customer, the company can make creative packaging. In addition to this, by considering the
climate change aspect in diverse nations the elements such as bleach in the product must be
included to meet the local needs.

MARKETING 16
Advertisement – As company majorly promote its product over television and print media,
however, to cover major part and improve the brand image, the company could get the
sponsorship of different and big events such as Super Bowl to increase the awareness of the
customer regarding the product.
Conclusion
The above report has discussed regarding the present situation of the Persil Brand in the
market through different components of situation analysis such as PESTLE and SWOT
Analysis. From the analysis, it has been recognized that as brand operates its business in
different countries, it has to deal with different political and economic situations which
impacts its operations and enforce it to make changes in its strategies and conducts of doing
business. Persil has adopted different marketing strategies to increase its sales and revenue,
however, due to higher cost of the product in comparison to other rival's products, the
company is not able to target all the segments. Hence, in order to attract the maximum
number of customers, it is recommended that it must adopt a price penetration strategy. In
addition to this, it must increase the intensity of the product by promoting the product over
different social media platforms through video and audio messages.

MARKETING 17
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