Unilever's Festival Campaign: A Detailed Marketing Plan Analysis

This report outlines a marketing plan for Unilever's festival campaign, focusing on strategies to enhance brand image and drive growth. It includes an executive summary, festival schedule, mission statement, goals, and objectives. The plan incorporates a SWOT analysis to identify strengths, weaknesses, opportunities, and threats, as well as Porter's Five Forces analysis to assess the competitive landscape. Segmentation, targeting, and positioning strategies are detailed, along with the marketing mix (4Ps). A schedule and budget are provided to support the campaign's implementation, aiming to inspire marketers and promote sustainable living. The report concludes by emphasizing the importance of analyzing micro and macro factors for successful business operations and decision-making in the marketplace. Desklib provides students access to similar solved assignments.

C04544
Marketing Planning

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Executive Summary ....................................................................................................................1
Festival Schedule ........................................................................................................................1
Mission of the greats festival ......................................................................................................1
Goals and Objectives ..................................................................................................................1
SWOT Analysis ..........................................................................................................................1
Porters Five Forces Analysis ......................................................................................................1
Segmentation, Target and Positioning ........................................................................................1
Marketing Mix ............................................................................................................................1
Schedule and marketing budget ..................................................................................................1
CONCLUSION ...............................................................................................................................1
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing Plan is a document which upholds the strategies which the company needs to
apply for its advertising campaigns, successful execution of the strategies helps the organisation
to achieves its predetermined goals and objectives and create its brand value. Marketing plan
successfully helps the organisations to reach n number of audience and target the specific ones
which helps brand like Unilever to penetrate the market.
MAIN BODY
Executive Summary
Unilever primarily made its presence in London and is recognised as a consumer goods
company which operates in the Fast moving consumer goods sector. The company is focusing on
building a strong and cordial relationship with its customers by provide the wide range of the
products along with the value of money, which is highly appreciated by the customers. As the
FMCG sector is highly competitive, Unilever too faces a lot of competition from the well
established brands, on contrary the organisation do not need to worry about the new entrants in
the sector as it is not a piece if cake to provide the quality along with the value of money like
Unilever do.
Festival Schedule
The festival schedule of Unilever had a primary focus to inspire the marketers through
which they will be able to transform the brand image along with their career growth. The event
hosted by Unilever lasted for 3 days which gave a big welcome to the year 2022.
Mission of the greats festival
The mission of the greats festival of Unilever was to expand the brand horizon along with
the company focused on being real for its customers and solve real problems that people are
facing which needs the highest priority (Musah,and Tul 2018). The another objective was to
make the brand unmissable which meant to expand the company’s accessibility and feasibility.
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Goals and Objectives
Unilever's goal is to make sustainable living a common place which extensively focuses on
building a sustainable atmosphere for all the processes and businesses. The primary objectives of
the organisation is to develop the product portfolio in spaces which have high growth, executing
the business for the betterment of individuals.
SWOT Analysis
Strengths: The company is having a wide
operational range which provides the
marketing teams a large demographics to deal
with which allows them to experiment with
their tactics.
Weakness: The marketing teams of other
brands such as P&G and Nestle are equally
strong a capable as the Unilever's which
creates a lot of pressure.
Opportunity: The arising usage of social media
and the indulge of adapting western lifestyle
has been beneficial for the company.
Threats: The present global crises have
affected the FMCG sectors badly, and Unilever
is not saved from the effects.
Porters Five Forces Analysis
Competitive Rivalry As the FMCG sector is having many well
established players who have a devoted
marketing teams makes it tough for Unilever to
sustain its brand value
Potential of new Entrants As the brand is too having a strong grip in the
sectors and its customers have loyalty for the
company, which makes it tough for new
entrants to make their space (Humphries-Kil,
2019).
Power of suppliers Competitive marketing has provided quality
information to the consumers which has
triggered the low switching cost.
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Power of customers As now the customers have a wide range of
options to choose from this indicate the low
switching cost of the consumers which have a
strong impact on the brand.
Threat of substitutes Through its marketing team, Unilever has
showcased the value of money and the quality
that the brand provides which cannot be
copied.
Segmentation, Target and Positioning
Segmentation: Along with the marketing strategies of the company, the brand is able to segment
its products on the basis of demographic, geographic, psychographic and behavioural
segmentation which helps the brand to market it product for the targeted audience (Dubey, 2022)
Target: On the basis of the vision the mission of the brand, targeting is done as this helps the
company to present its products to those individual who are interested in purchasing.
Positioning: Through its marketing tactics the company very strategically has created its market
position as a sustainable brand.
Marketing Mix
The marketing team of Unilever very wisely and strategically analysis the environment on
the basis of the 4Ps of marketing. On the basis of which strategies are formulated which helps the
business to sustain its brand image along with provide the qualities that has been promised by the
brand in respect of sustainability.
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Schedule and marketing budget
In order to develop this marketing campaign and centre it around the festivals conducted by
Unilever, a budget has been developed below which helps add credibility to this proposed
marketing campaign. This budget will also be supplemented by a tight schedule of operational
activities which will help the company succeed in its promotional efforts.
Particulars Year 1 Year 2 Year 3 Year 4 Year 5
Opening Capital 0 1500000 1090000 835000 573000
Investment 2000000 0 0 0 0
Total 2000000 1500000 1090000 835000 573000
Marketing Outflow
Marketing 350000 250000 175000 185000 175000
Publicity 100000 85000 80000 77000 90000
Special discount scheme
development 50000 75000 0 0 0
500000 410000 255000 262000 265000
Closing Capital 1500000 1090000 835000 573000 308000
The schedule of the proposed plan has been highlighted herein.
 Market research on changing consumer trends
 Development of marketing objectives
 Implementing special promotional schemes on account of the special festival
 Using digital marketing techniques such as search engine optimization and integrated
digital marketing communications network across social media channels
CONCLUSION
This document aimed to develop the marketing strategy of Unilever on the basis of several
analysis frameworks which helps in analysis of the micro as well as the macro factors which
affects the execution of the business operations and can prove to be a decision factor for the
company market place.
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REFERENCES
Books and Journals:
Musah, S. and Tul, S.I., THE SPECIFICITY OF INTERNATIONAL ECONOMIC ACTIVITY
OF FAST-MOVING CONSUMER GOODS COMPANIES (BASED ON THE
«UNILEVER GROUP»). Редакційна колегія, p.333.
Dubey, A., 2022. Understanding the consumer: A comparison of buying behaviour among
consumers of Hindustan Unilever and Patanjali products. Applied Marketing Analytics,
7(3), pp.276-287.
Humphries-Kil, M., 2019. Unilever and Leadership: Gender, Race, and Classification in
Corporate Globalisation. In SAGE Business Cases. SAGE Publications: SAGE
Business Cases Originals.
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