Unilever's Marketing Essentials: Objectives, Strategies, Plan

This report provides an overview of marketing essentials with a focus on Unilever, a British multinational organization. It examines the application of the marketing mix (product, price, place, promotion, people, physical evidence, and process) in Unilever compared to Apple. The report details tactics employed by Unilever to demonstrate business objectives, including quality, value, service, innovation, and trust. Furthermore, it outlines a basic marketing plan for Unilever, covering situational analysis, segmentation, targeting, positioning, marketing objectives (using the SMART framework), and strategic marketing plans, emphasizing product, price, place, promotion, people, process, and physical evidence. Desklib provides access to similar solved assignments and past papers for students.

Marketing essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK: 2...........................................................................................................................................3
Part-A...........................................................................................................................................3
Part- B..........................................................................................................................................5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing Essentials are regarded to be the principles of Marketing where they are used to
employ different factors that are a part of marketing in an organisation. These days marketing is
said to be one of the important prospect for every organisation or an Industry that would depict
the roles and responsibilities of the company in deriving the factors that will produce products to
customers (Pike, 2020). The entire report will bring forth the essence of marketing essentials
along with various components that are necessary in order to derive start and process of
marketing. The organisation that is chosen in this regard in order to portray the aspect of
marketing essentials is Unilever. The organisation Unilever is a British multinational
organisation whose headquarters is in London, England. The products as well as the
circumstances of the organisation are derived by the growth prospects which are included by
marketing as well as the essential that are included in it. The components that are used by the
organisation in order to depict their choices is put forth with a perfect explanation in this report.
TASK: 2
Part-A
Application of marketing mix to the marketing planning processes
Marketing Mix UNILEVER APPLE
Product There are a wide range of
products that are being classified
according to the need of
customer. Health care and
personal care products are being
dealt.
There are different products that
are being manufactured by
Apple. Mobiles, laptops,
earphones extra are being
manufactured by the
organisation. The product
classification is more oriented
because it is well reputed
organisation and has a good
amount of customer base
(Nirschl and Steinberg, 2018).
Price The pricing strategy is moderate
and every demographic can
The price that is associated with
the product is very high when

purchase things without
negotiations.
compared to the other products.
Therefore it is mostly preferred
by people who can afford.
Place The products are sold through
marketing channels and there is
an online availability of the
products. The products are
present in different retailing
platforms.
The products of Apple company
are found online as well as in
the physical store. There is a
good outlet and the sources are
maximum in obtaining the
product (Nirschl and Steinberg,
2018).
Promotion The organisation uses multiple
channels for promotion. The
traditional media is also been
incorporated in the promotional
aspect.
The organisation does not need
any promotion for its product
because it is already a well
reputed brand and therefore only
the simple mechanism that of a
website and social media play a
major role in depicting the
choice of promotion.
People The different demographics that
are being served by the
organisation will fit every class
(Paurva, 2019).
Innovation is at the perk of
being the best in the
organisation and therefore there
are certain rules that are being
played by definite set of people
in the organisation.
Physical evidence Reviews of people are taken
forth and the feedbacks will
determine the prospects that are
in regard to the product
evidence.
The physical evidence is
gratified by the customer
inception by reviews as well as
the kind of entities that will
portray about experience of
using products. This with regard
to the organisation Apple is said

to be one of the most prominent
asset because of the quality that
it maintains.
Process The inception of customers
brough about a fantabulous
approach to the products.
Right from manufacturing
products till the onset of
purchasing every process is
maintained on a confidential
basis and that is what is being
one of the perks for the
organisation.
Tactics applied by organisations to demonstrate business objectives
The tactics that are used by the organisation in order to demonstrate the marketing activities and
to bring about flourishing results towards the essentials that are being incorporated in the
organisation and will reflect over different choices of ensuring factors. These tactics are
necessary in order to attain business objectives with no time and this achievement can be
recorded for over a long run. Certain tactics that are being employed by the organisation
Unilever in order to build about a good amount of marketing base include those of quality, value,
service, innovation and trust (Bünte, 2018). These functions of marketing are employed by the
organisation in order to build about a good base and also to demonstrate the choices of business
objectives. Quality is one of the core factors that the organisation usually emphasize upon
because the competitors can be derived from the kind of quality that is being maintained by the
organisation in its product. Value is determined by quality and therefore the organisations am is
to maintain a quality approach in order to determine the value of a product. The service that is
offered by the organisation in order to purchase items or to address customers is enormous and
that will gratify vision of the organisation within no time. Following the new innovation
techniques of display boards as well as the measures to take products into customers the
organisation objectives are attained. The customer experience is the major criteria that the
organisation is moving ahead and the approach towards customers is one of the tactics that the
organisation is a sharpening every now and then (Blythe and Martin, 2019).

Part- B
Basic marketing plan
Purpose: the purpose of the marketing plan for the organisation is to get a clear idea about the
retail marketing strategy that the organisation is usually dealing with.
Situational analysis:Target market: the organisation is moving ahead with the products and prices and along with the
strategies that would fit every demographic. The target of the organisation is the all the classes of
customer and therefore the prices are also termed to be affordable.Distribution network: the distribution network for the organisation Unilever is existing in more
than 100 countries and the investments are also thoroughly equipped.Competition: the competition that is in regard to the organisation Unilever can be explained by
porter's five forces. They are as follows:Threat of new entrants: the threat of new entrants is low with respect to the organisation Unilever
because it maintains of quality and the accomplishments that are in regard to its products is way
ahead in the marketing race.Threat of substitutes: the threat of substitutes is with regard to the organisation because there is
an emphasis over health and that gets carried away by other products which focuses on low
carbohydrate and calorie diets.Bargaining power of suppliers: the bargaining power of suppliers is low because the Unilever
organisation has a well-known business unit (Nirschl and Steinberg, 2018).Bargaining power of buyers: the bargaining power of buyers is high because there is a demand
over the introduction of new products as well as the features that will have to be improved with
respect to products and pricing strategies.
Competition: the competition is rather high with regard to the organisation because there are
many organisations that are entering into this field and the company will have to restructure its
programs every now and then.
Financial condition: the financial condition that is in regard to the organisation Unilever is said
to be stable and the organisation is attaining good amount of profits from nook and corner of the
world.
Detailed coherent evidence – based marketing plan
Segmentation targeting and positioning:

The segmentation targeting and positioning with regard to the organisation Unilever is said to be
one of the prospect where it focuses upon dividing heterogeneous market and also bringing about
smaller components out of it. The target of the organisation is every demographic and it only aim
is to satisfy its customers with the minimum efforts that it can make. The strategies that are used
by the organisation in order to combine the elements of marketing in order to bring about a
successful marketing mix (Muralidharan and Raval, 2017). The company is also more into
targeting different household and also the Healthcare industry by providing health sensitive
mechanism. The positioning of the organisation is based on how far it is being able to gratify its
customers with regard to the products that it is dealing with. The organisation is more into
bringing about products that are related to food and personal care and therefore this position is
regarded to be one of the finest entity for the organisation.Marketing objectives
The smart objective stands for specific measurable achievable realistic and time bound. these
objectives are being followed by the organisation in order to specify the clear goal that it will
have to put effort. The measurable quantity will bring about all the importance of measuring the
goals of the organisation such that within the progress limits the entire staff can stay motivated.
The achievable prospect of the organisation is to bring about all the skills that are necessary in
order to format the goals and also to achieve them. The realistic measure that are a part of
inhibiting factors will have to be incorporated such that they bring probability into reality. time
bound mechanism is specifically oriented with bringing about all the objectives within the
stipulated time and that is what is being followed by Unilever.Marketing strategies: the marketing strategies that are being incorporated by the organisation
Unilever will include the advertising and promotional activities that are a part of marketing tools.
This will help the organisation to stay active with all the customer personifications.Current business marketing position: the business marketing position of the organisation
Unilever is active and it is also incorporating all the mechanism such that it can stay in contact
with its customers. It has allocated certain resources in order to bring in the products under
customer inception and that is what is being outlined by the business objectives.
Strategic marketing plan that tactically applies
Product: the organisation is more into bringing about various set of products and it is also known
to be the biggest brand that is well reputed. There are wide range of products that are available

and the different categories and they feature from various types. The products are also
considered to be unique and of high quality there for in competition it can easily stand.
Price: the pricing strategy of the organisation is said to be moderate to high. The kind of products
that are evolved as a part of competition will determine the price of the category because all the
features that are there in the individual items will contribute for the strategy. Mostly the fixed
prices that are there in the organisation are considerable in moderate and therefore people from
all classes can eventually buy.
Place: the organisation has more of marketing channels and also they move ahead with direct
interaction with the customers. The company has over 500 retailers all over the country and
therefore the customers are available from different parts of the country. The products of the
organisation are available online and the distribution channel will also take its products to the
customers. These products are available in all physical stores and are accessible for the
customers.
Promotions: there is a good channel of communication as well as promotion for this
organisation. The media channels usually promote the products in television as well as the radios
such that it can attract large number of people. There are also different social media platforms
that contribute for the promotional activities of the organisation.
People: the people that are working in the organisation are usually the ones that focus upon sales
as well as marketing. They worked upon different techniques that will improve customer base
and the considerable preferences. The raw materials that are used in product processing will also
be evaluated in this particular entity.
Process: right from the manufacturer of product packaging and processing it to all over the stores
the entire unit is systematic.
Physical evidence: the unique packaging as well as the identifiable measures that are being
followed by physical approach of the organisation will allow customers to view its product. The
high quality images that are displayed on the website will create an impact over the entire
organisation and the customers will also feel inhibited by the fact of these images. The depiction
of all the product seems to be user friendly and therefore there is a good reputation for the
products.

CONCLUSION
The report concludes upon explaining the role of marketing as a list of all the marketing
essentials are necessary for an organisation. Through this report one can easily understand the
prospects that are in relation to the interrelation of functional units in an organisation to stop their
responsibilities of marketing as well as the roles of marketing at being explain. An analysis over
the significance of interrelationships between various functional units of the organisation are also
put forth in this report. The key aspects that are in relation to bring about the ways of comparison
of various marketing mix of the organisation is explained in this report. The basic marketing plan
is also evaluated along with the strategic marketing and detailed coherent evidences.

REFERENCES
Books and journals
Blythe and Martin, 2019. Essentials of marketing. Pearson UK.
Bünte, 2018. Künstliche Intelligenz–die Zukunft des Marketing. Wiesbaden: Springer
Fachmedien Wiesbaden.
Muralidharan and Raval, 2017. Six Sigma marketing and productivity improvement. A Quarterly
Journal of the National Productivity Council. 58(1). pp.107-114.
Nirschl and Steinberg, 2018. Einstieg in das Influencer Marketing. Springer Fachmedien
Wiesbaden.
Paurva, 2019. Essentials of marketing research.
Pike, 2020. Destination MarketingDestination Marketing: Essentials.
OnlineMarketing essentials: [Online]. Available through: <Marketing Essentials
(marketingteacher.com)>
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