Comprehensive Marketing Report: Unilever's Strategies and Plan

This report analyzes Unilever's marketing strategies, focusing on the marketing mix and the development of a basic marketing plan. The report begins with an introduction to marketing and Unilever, a British-Dutch transnational consumer goods organization. It then delves into a comparison of the marketing mix of Unilever and Procter & Gamble, covering product, price, place, promotion, people, process, and physical evidence. The report then develops and evaluates a marketing plan for Unilever, including an executive summary, mission, objectives, situational analysis (PESTLE and SWOT), STP analysis, marketing strategies, market research, implementation details, a marketing budget, and control measures. The aim is to maximize sales and customer base with a new anti-aging cream product. The report provides a comprehensive overview of marketing principles and their application within a real-world business context.

Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Covered into PPT...................................................................................................................1
TASK 2............................................................................................................................................1
P3. Compare the ways in which different organisations apply marketing mix......................1
TASK 3............................................................................................................................................4
P4. Develop and evaluate a basic marketing plan..................................................................4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
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INTRODUCTION
Marketing refers to activities of an organisation that undertakes to promote the buying or
selling of a product or service. It can be the study and administration of exchange relationships.
It is a business activity of creating relationships with and fulfilling consumers by a value
exchange (Akbar, Omar and wadood, 2017). Marketing essentials indicates to that important
tools and techniques that assist in running the marketing activities of a firm. This assignment is
based on Unilever which is a British-Dutch transnational consumer goods organisation. This
company offer different products like food, energy drink, ice cream and beverage etc. The report
will cover information about roles and responsibilities of marketing and interrelation of
marketing with different organisational function. Further will explain about marketing mix in
term of comparison among two organisation and formulation of marketing plan.
TASK 1
Covered into PPT
TASK 2
P3. Compare the ways in which different organisations apply marketing mix
Marketing mix
It indicates to the set of actions, or strategies that used by a firm to promote its products
and brand in the marketplace. It can be an activity of offering a effective product by using good
pricing strategies and promotional tools to its customer with the help of that place and
distribution channels which are in reach of customers (Andrews and shimp, 2017). The
marketing mix of Unilever and Procter & Gamble are maintained in form of comparison:
Marketing mix Description Unilever P&G
Product It refers to an object or
system that made
available for
customers utilisation.
It can be a converted
form of raw material
that offered to a
There are different
products that are
provide by respective
company like foods,
home care,
refreshment and
personal care. These
The firm provide a
wide range of
innovative products of
different brand like
cosmetics,
dishwashing, feminine
hygiene, food,
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specific market to
fulfil the needs of
consumers (Atwal and
williams, 2017).
are four major
categories in which it
operate the business of
400 brands by selling
different products.
Haircare, Healthcare
product, skin care,
laundry detergents and
household products.
Price It indicates to cost and
pricing strategies that
are used to sell a
product in market. It
can be the value of
commodities ion form
of monetary value.
The pricing strategy
that is set and followed
by the management of
this firm is penetration
pricing strategy. With
the use of it, the firm
offer high quality
product at low prices
The pricing strategy of
the company depend
on quality of products.
So commonly it use
competitive
penetration and
premium pricing
strategies to sell goods.
Place It mentions to that
place at which
products and services
are in reach of
consumers. It consist
online and offline
distribution channels.
Unilever operate its
business in more than
190 nations. It offers it
goods by using both
online and offline
place. In term of
online , the firm use
mobile applications
and company website
whereas through
offline way it offer its
products though retail
stores and outlets.
The respective
company operate its
business in approx 140
nation cross wise the
world. The firm also
has several production
plans to manufacture
products. The firm also
offer its product online
as well as offline with
help of retail stir and
company website
(Bünte, 2018).
Promotion These tools and
techniques are used by
the administration of
the firm, in form of
To provide
information about its
products and services,
the company use
The firm use different
marketing channels
like advertising, direct
marketing, print media,
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creating awareness
about new and current
goods and services of
company (De mooij,
2018)).
different tools and
techniques of
marketing like social
media, e-commerce,
online video channel,
print media, hoardings.
Dove Self-Esteem
project id another
marketing campaign
which also help in
creating awareness.
online media etc. to
familiar its target
audiences regarding its
products and services.
People These are those
individual who make
their contribution in
running then business
of an organisation. It
consist different
people of company
like employees,
suppliers, retailer,
manufacturers,
distributors and
customers etc.
There are 161,000
employees who make
their contribution in
running the business
of firm. Apart form it
there large customer
base and numerous
retailer across the
world who also help in
operating its business
successfully.
The company has
numerous customers
and distributors in
different nations all
over the world and
97,000 employees who
help in perform
business activities and
operation in effective
manner (Felix,
Rauschnabel and
hinsch, 2017)).
Process It refers to that
activities of a
company which
performed by firm to
manufacture goods,
offering them to
customers and
In its distribution
process, the company
use both online and
offline way of delivery
like retail stores,
outlets, mobile
application, e-
P&G has the business
goal to always meet
the demand and supply
needs. For this
purpose, the company
make focus on those
products that are
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cratering awareness
about them. This
factor include
production process,
promotion process and
distribution process.
commerce etc. placed on the shopping
application. So that
customer can get their
product ion time with
the help of effective
distribution process of
it.
Physical evidence It indicates to the
physical design of
products and company
which offer goods and
services to customers
to fulfil their needs.
This consider size,
design, shape,
structure, packaging
etc.
Unilever sells its
goods in different
colour packaging that
easily find out by
customers. The
products are available
in different size and
quantity (Hanlon,
2019).
The company online
shopping website is
user friendly and assist
consumers to see the
picture of in high
resolution. The
respective company
has a wide range of
products and use
different kind of
packaging that attract
customers.
TASK 3
P4. Develop and evaluate a basic marketing plan
Marketing plan
It is a written document and blueprint that outlines the advertising and marketing efforts
for the success of the company. It defines business activities that consisted in achieving
particular marketing objectives within set time duration. Marketing plan is essential because it
make sales easy for business owner. It provide a framework to design future strategies to
accomplishing business objectives.
Executive summary- This marketing g plan is formulated with the purpose of maximising sales
of the company so that in future the firm also operate its business in smooth of sustainable
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manner. The management of Unilever is going to launch an “anti ageing cream” and this product
is launch for those individual face the problem of wrinkles (Kotler, Bowen and et. al., 2017). It
will help the company in maximising profits and customer base in present and future.
Mission- To add vitality to life and meet everyday needs for nutrition, hygiene and personal care
with brands that assist people feel good, look good and get more out of life.
Objectives- The business objectives of Unilever are mentioned as under:
 To maximise the market share of the company by 5% within upcoming 6 months with the
help of new launched product “anti ageing cream”.
 To increase sales and customer base of the company up to 10% within 8 months.
Situational analysis- In it, effective situation analysis take place and with the help of it, the firm
analyse its internal and external environment of the company. For this the firm can use SWOT
analysis.
Macro environment
Pestle analysis of Unilever
Political- Unilever has a huge product portfolio with the company mainly working in the
following division like beauty & personal care, food and refreshment and others. One of the
major political factor which will hit this company is the stance of present USA government.
Being a European company the firm face consequences if strict trade regulations came in to
implementation.
Economical- There is high chances for growth in developing nations like India and China.
Employment us also an essential factor in deciding the company's prospects in a nation. If there
is large number of unemployed people then it can assist Unilever in reducing cost.
Social- This factor positively affect the company because the company provide a number of
products which are as per needs and demands of customers. Unilever is aware of this which is
supported by the fact that most of its advertisements come in various languages.
Technological-The management of respective company use different promotional technology
which favourably affect the business of the company. The firm use social media, internet, paid
advertisement, print media, web ads etc. for creating awareness about its products.
Micro environment
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SWOT analysis- It is an strategic framework and tool or technique that is used by the
firm to determine the strengths, weaknesses, opportunities and threats (Larson and draper, 2018).
So that firm will aware about its capability and risk regarding business.
Strengths Weaknesses
 The company operate approx 190
nations all over the world that has a
global footprints combined with top of
the mind brand recall.
 Flexible pricing and expertise in
distribution tools are another strength
that administrate to reach the corner of
the world.
 The main problem of the company is
that all the products are easily copy by
others and imitable.
 The firm is highly dependent on its
retailers and there is shortcoming of
instant impact on customers.
Opportunities Threats
 In current era, demand for health
conscious product are increase day b y
day. So b y moving towards healthy
products it can gain various growth
options.
 By maintaining record of social and
environmental responsibility, it can
attract those customers that like to
purchase these kind of goods.
 There are number of companies like
Nestel, P&G, Johnson & Johnson that
create competition due to offering
substitutes.
 The firm operate globally so change in
laws and legislations create negative
impact on the firm (Muralidharan and
raval, 2017).
STP analysis- The management of the company can use STP model as marketing strategy
because it will help in finding the potential customers to its new product. By implementing this
plan of action, with the help of segmentation it can segmented product on the basis of
demographic and behavioural (Nirschl and steinberg, 2018). It can target on the basis of age and
gender like people of more than Marketing- B2B vs B2Cage of 30 both male and female. To
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position this commodity in market they can use capture a specific market of people which help in
growth of the company. Thy can use social media and other tools to create awareness.
Marketing strategy- It refers to long term, forward-looking approach to planning with the
fundamental goals of accomplishing a sustainable competitive advantages. There are different
marketing plan of actions like paid advertisement, internet marketing and diversity marketing
that can be adopt by the firm in term of of its development.
Market research- To get response and feedback regarding new launched products, the
administration of the company can use survey. To use this method of investigation they can
conduct both online and offline survey which help in providing right information and value of
the product.
Implementation- To implement this plan, the management requires different technical
equipment like machinery, promotional tools and others. Th firm will require 4 moths of time
and number of employees for different units like R&D, production, promotion, distribution etc.
Budget-
MARKETING BUDGET
PARTICULARS I Year II Year III Year IV Year V Year
Initial money 4000 8400 13500 13860 17640
Investment 11500 12000 26840 31500 15470
TOTAL 15500 20400 40340 45360 33110
MARKETING OUTLAY
Promotion 6450 2950 4150 3420 3330
Sales publicity 2500 1900 3500 2000 1000
Direct selling 3800 1500 5000 2900 5600
TOTAL 12750 6350 12650 8320 9930
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Control- In it, the administration make control on different illegal and inappropriate activities so
that any kind of deviation can be controlled on time (Okumus and cetin, 2018). In this phase, it
also analyse that all the business activities of plan are performed in designed way. If any kind of
issues arise then they can be solve on time and firm can operate appropriately.
CONCLUSION
It has been summarised as per above explain content that marketing is a process of selling
and purchasing goods and services of a company. It will help in running the business of the
business of a company in more appropriate manner and fulfilling needs and demands of
customers by offering products and services as per their requirement. Different marketing
functions also make their contribution in accomplishing the business objective of the firm.
Marketing plan of the company also help in attaining the goals of the firm by following
systematic phases in effective way.
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REFERENCES
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