Marketing Report: Pre and Post Launch of Unilever Juice Brand

This marketing report, prepared for a new Unilever juice brand, details comprehensive marketing strategies. The report begins with an executive summary and an introduction that outlines the context of the assignment. It then delves into pre-launch objectives, employing SMART objectives to define specific, measurable, achievable, realistic, and time-bound goals. A marketing communication plan is developed to guide pre-launch activities. The report then transitions to the after-launch period, utilizing the AIDA model (Awareness, Interest, Desire, Action) to set objectives and guide marketing efforts. An integrated marketing communication (IMC) plan, based on the RABOSTIC model, is proposed to ensure a successful product launch and sustained market presence. The report includes tables outlining SMART objectives, a marketing communication plan, and the timeline of the planning process. The conclusion emphasizes the importance of setting clear objectives and implementing effective marketing communication strategies. The report also includes a bibliography of the sources used.

Running head: MARKETING
Marketing
Name of Student
Name of University
Author Note

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MARKETING
Table of Contents
Pre launch...................................................................................................................................2
Objective setting.....................................................................................................................2
Marketing communication plan..............................................................................................3
After launch period....................................................................................................................4
Objective setting.....................................................................................................................4
Integrated Marketing communication....................................................................................6
Conclusion..................................................................................................................................7
Bibliography...............................................................................................................................8

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Pre launch
Objective setting
The objective can be described by taking into account SMART objectives. The
SMART objective helps to provide a more comprehensive definition of the goals in a more
specified manner (Sheth 2017). The objectives are directed at a pre launch campaign during a
period of three months
Objective 1
Specific Reach a number of target audience
Measureable It can be measured by the responses provided by the customers
Achievable Use posters and slogans to attract the audience
Realistic The objective can be made realistic by conducting surveys
Timeline Start from 15th January and continue till 20th January
Objective 2
Specific Provide the audience with more details about the information of the product
Measureable Provide the customers with an official website and measure the views of the
product
Achievable Deliver messages via video format that provides more detail
Realistic Ensure that a majority of the audience are well informed about the product
Timeline Start date 20th January and date of completion can be 31st January
Objective 3
Specific Provide the customers with an opportunity to taste the product
Measureable Measure the reactions via the feedback provided upon tasting the product
Achievable Ask the customers about the reason for the feedback
Realistic Gather enough data so that problem fixing can be done

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Timeline Start the campaign on 1st February and by 10th February get the feedback of
the customers
Objective 4
Specific Ensure that the existing product quality is improved as pr customer feedback
Measureable Conduct another taste test to measure the reactions of the customers. Measure
the results with the help of an anonym form
Achievable Invite people with previous experience as well as new people
Realistic Ensure that the opinion provided are cared about
Timeline 15th February-28th February
Objective 5
Specific Display the physical appearance of the product
Measureable Measure the excitement showed by the customers by calculating the number
of people visiting the website
Achievable Use banner ads, social media and website release with picture of the product
Realistic Success can be determined by the increased number of responses
Timeline Start the process from 1st March and continue till 20th March
Table 1: SMART objectives
(Created by author)
Marketing communication plan
Planning of activities Actions required to
be taken
Person responsible Time required to
complete
Awareness Ensure a substantial
amount of target
market is reached
Marketing manager 15th January-20th
January
Knowledge Provide the target Marketing manager 20th January-31st

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audience with
information about the
product
January
Liking Gain information
about the opinion by
conducting a taste test
Product manager 1st February-10th
February
Preference Improvement on the
product
Manufacturing
manager
15th February-28th
February
Conviction Show case the
physical appearance
of the product along
with the launch date
Promotion manager 1st March-20th
March
Purchase Set up a introduction
price printed on the
label of the product
General Manager 1st April
Table 2: Marketing communication plan
(Created by author)
After launch period
Objective setting
The objective related to the after launch period can be developed by the application of
AIDA model. Chaffey and Smith (2017) is of the opinion that the AIDA model helps in
describing the steps that customers take while trying to purchase a product.
Awareness The awareness of the customers’ needs to be maintained by making the

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product attractive. For example, Unilever can provide simple yet colourful
packaging of the product for the customers to be easily attracted.
Interest It is important to arouse the interest of the customers. Unilever can do so by
ensuring that the product is provided as a bundle price method or by providing
discounts. The promotional campaign used for the launch of the product may
pique the interest of the customers. Hence, this is an important stage in the
initial after launch period of the product.
Desire This step is related to the interest of the customers. With the interest on the
product being piqued customers may show case a desire for purchasing the
product. In the case of Unilever, the company can use advertisement for
creating a desire for the customers to purchase the product. The advertisement
can be launched in television, social media, or newspapers with top UK
personalities endorsing the use of the product.
Action With the attainment of the desire to purchase among the customers, it is
necessary that both parties convert the desire into action. For Unilever the
action is to provide valuable information about the product including its
prices. In the case of the customers, it is necessary that every part of the
product be verified before making investment. This includes trying to reduce
the price of the product.
Table 3: AIDA objective
(Created by author)
Integrated Marketing communication
The implementation of a RABOSTIC integrated marketing communication model can
help in developing the planning process that can be considered as a method of ensuring

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success in the business. In the case of Unilever, the planning process after the launch can
include:
Research and analysis: Unilever need to conduct research and analyse the customers
that can be made as a target for gaining success and popularity of the product.
Audiences: The target audience need to be identified and ensured that every member
of the audience get a taste of the product.
Budget: The budget needs to be formed taking into consideration the cost of
production so that the final cost is set.
Objective: The objective is to launch the product for the benefit of the market and
ensure that target customers are provided with opportunities related to tasting the product.
Strategy: Implement the target audience during the distribution of the product in the
market.
Tactics: Tactics regarding the development of the product and making it a success
need to be implemented by taking into consideration the responses of the audience.
Implementation: The implementation of the IMC can be done based on the
development of the tactics and the strategies.
Control: Controlling of the flow of production needs to be maintained so that required
changes for the future can be made.
Plan April
-May
May
-
June
July-
September
October-
November
November
-December
January-
February
February
-March
Research and

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analysis
Audiences
Budget
Objective
Strategy
Tactics
Implementation:
Control:
Table 4: Timeline of the planning process
(Created by author)
Conclusion
Therefore, it can be concluded that in order to continue with the development of the
juice box, it is necessary that proper objectives be set before its launch and after its launch.
The objectives can help in the development of the product and the marketing communication
plan can help in proper execution of the product for Unilever.

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Bibliography
Armstrong, G., Kotler, P., Buchwitz, L.A., Trifts, V. and Gaudet, D., 2015. Marketing: an
introduction.
Asllani, A. and Halstead, D., 2015. A multi-objective optimization approach using the RFM
model in direct marketing. Academy of Marketing Studies Journal, 19(3), p.49.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Kotler, P., Burton, S., Deans, K., Brown, L. and Armstrong, G., 2015. Marketing. Pearson
Higher Education AU.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit
from them. John Wiley & Sons.
Sheth, J., 2017. Revitalizing relationship marketing. Journal of services marketing, 31(1),
pp.6-10.
Sheth, J.N., 2015. The future evolution of relationship marketing. Handbook on Research in
Relationship Marketing, 1.